短视频运营的方式方法

一、商业定位

1、 Business positioning

1.在拿到账号时，我们要先了解公司对于新媒体平台的定位、主要功能是什么，是品牌宣传、引1流获客、老板个人P?

When obtaining an account, we need to first understand the company's positioning and main functions for new media platforms, including brand promotion, attracting top tier customers, and personal P of the boss?

2.如果是引流获客，那么引流则为这个账号的定位，就要考虑怎么去变现。

2. If it is to attract customers through traffic, then the positioning of this account for traffic should be considered, and how to monetize it should be considered.

3.那变现方向有哪些呢?主流的有四种:电商带货、引流咨询、星图广告、直播打赏。

What are the directions for monetization? There are four mainstream methods: e-commerce sales, traffic consulting, star chart advertising, and live streaming tipping.

二、内容定位

2、 Content positioning

1.找20个对标账号，就是你想做的类型、同行，认真去看他们的视频，从第1条开始看，重点看什么时候出爆款的，及近期他们的选题。

1. Find 20 benchmark accounts, which are the types and peers you want to do, and carefully watch their videos. Starting from the first point, focus on when they became popular and their recent topics.

2.把选题方向、脚本结构、画面元素，全部吃透，并收集建素材库。

2. Understand the topic direction, script structure, and visual elements thoroughly, and collect and build a material library.

3.每天都要登陆账号，评论互动，私信，检查发布数据，自己分析优点和不足，在下一篇进行调整，

3. Log in to your account every day, interact with comments, send private messages, check your published data, analyze your strengths and weaknesses, and make adjustments in the next article,




4.起号核心:重复爆款!如果一个选题爆了，就用不同角度和形式去不断复制，不断重复爆款视频。

4. Starting point core: repeated explosive products! If a topic becomes popular, use different perspectives and forms to continuously replicate and repeat popular videos.

三、差异策划

3、 Differential planning

1.基于找的20个对标，进行差异化策划。差异化策划有两种，分别是:内容主题差异、内容元素差异。不要求都做，至少要会-种 。

Based on the 20 benchmarks found, carry out differentiated planning. There are two types of differentiated planning, namely: content theme differences and content element differences. It's not required to do everything, at least you need to know how to do it.

2.帐号主题-差异化:在主题中加入爆款元素，以成本元素举例:200块钱饭店开盲、3个月赚2万块钱的身边大佬故事。

2. Account Theme - Differentiation: Add popular elements to the theme, using cost elements as an example: a 200 yuan restaurant opening blind, and a story of a big shot who earns 20000 yuan in 3 months.

3.内容元素-差异化:一个短视频是由5大元素构成，分别是:p身份、场景、服化道、态度、呈现，以身份举例:孩子教妈妈写作业、保安说金融、美女去养猪场养猪。

3. Content Elements - Differentiation: A short video is composed of five elements, namely: identity, scene, costume, attitude, and presentation. Examples of identity include children teaching their mothers homework, security guards discussing finance, and beautiful women raising pigs at a pig farm.

四、帐号搭建

4、 Account setup

1.人设定位:教导者、陪伴者、崇拜者、陪村者、搞笑者

1. Character positioning: educator, companion, worshipper, village companion, comedian

2.帐号包装:1.昵称、2.简介、3.头像、4.头图、5.合集

2. Account packaging: 1. Nickname, 2. Introduction, 3. Avatar, 4. Headimage, 5. Collection

3.简介模板:你的特点个性化标签、你是谁你有什么背书、你未来要给别人带来什么、感谢关注类结尾。

3. Introduction Template: Personalized tags based on your characteristics, who you are, what endorsements you have, what you want to bring to others in the future, and thank you for following the end of the class.

4.注意事项:要做一个有温度的帐号，不要像一个功利的机器人，主页搭的好粉丝少不了，五件套要凸显你的人设。

4. Precautions: Create a warm account, don't be like a utilitarian robot. A well-designed homepage and a fan base are essential, and the five piece set should highlight your character.

五、内容创作

5、 Content creation

1.素材收集:选题库、标题库、视频库、音乐库

1. Material collection: Topic library, title library, video library, music library

2.选题举例:周期方向栏目思维

2. Example of topic selection: Thinking in the cycle direction column

3.脚本结构:文本创意、分镜画面创意

3. Script structure: Text creativity, storyboard image creativity

4.内容形式:真人口述、图文配音PPT、视频配音Vlog、情景剧

4. Content format: live narration, text and image dubbing PPT, video dubbing Vlog, situational drama

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