传统互联网广告到短视频营销思维转变

短视频广告营销与传统网络营销广告有很多不同的地方。

There are many differences between short video advertising and traditional online marketing advertising.

传统的互联网广告是让用户主动寻找获得信息，从而进行销售；而短视频广告融入在用户浏览的视频内容中，用户属于被动接收。

The traditional Internet advertising is to let users actively seek and obtain information to sell; And when short video advertisements are integrated into the video content that users browse, they belong to passive reception.

传统广告的受众范围较为广泛，但是很难确定广告的目标人群是否真正看到了广告；而网络广告则可以非常精准地针对目标人群，让广告的效果更加明显。

The audience of traditional advertising is relatively broad, but it is difficult to determine whether the target audience of the advertisement has truly seen it; And online advertising can target the target audience very accurately, making the effect of advertising more obvious.

所以在做短视频营销时，我们的思维应该做出适当的改变。

So when doing short video marketing, our thinking should make appropriate changes.

从强营销到弱营销

From strong marketing to weak marketing

我们习惯直接做广告，告诉用户我们的产品是什么、我们可以提供什么，并且希望用户可以直接下单。但是现在用户对于传统的硬广是有抵触情绪的。

We are accustomed to directly advertising, telling users what our products are, what we can offer, and hoping that users can place orders directly. But now users have a resistance towards traditional hard advertising.

所以我们要采用弱营销的方式。我们可以通过短视频的内容输出，让用户先获得好处，告诉用户我们的产品、服务的优势，让用户信任我们并选择我们。

So we need to adopt a weak marketing approach. We can use the content output of short videos to help users benefit first, inform them of the advantages of our products and services, and make them trust us and choose us.




从推产品到推内容

From promoting products to promoting content

我们总是习惯推广我们的产品，但是对于用户来说，并不一定要购买你的产品。

We are always accustomed to promoting our products, but for users, it is not necessarily necessary to purchase your products.

但是他们对于内容的需求是一致的。用户可能有需求，但不会购买产品，但是一定会了解相关的内容。

But their demand for content is consistent. Users may have needs, but they may not purchase products, but they will definitely understand the relevant content.

所以做短视频营销，我们一定要推内容、抓人群，我们可以通过文章、图片、视频的形式进行推广营销。我们需要先找到目标用户群体，并且十分清晰的了解我们的目标人群。

So when doing short video marketing, we must promote content and target audiences. We can promote marketing through articles, images, and videos. We need to first identify the target user group and have a very clear understanding of our target audience.

例如服装销售，传统的营销方式是强调服装的材质、颜色、质感或是性价比。

For example, in clothing sales, traditional marketing methods emphasize the material, color, texture, or cost-effectiveness of clothing.

但是短视频营销要做内容的输出，比如不同场合的穿搭，不同心情的穿搭，同时再进行产品的销售。

However, short video marketing requires content output, such as dressing for different occasions and moods, while also promoting product sales.