企业宣传片传播策略：让你的片子像「网红爆款」一样疯传的 4 个秘诀！

　　一、宣传片 = 企业「电子名片」：发对人才能打出去

　　1、 Promotional video=Enterprise "Electronic Business Card": Only by sending it to the right person can it be printed out

　　想象企业宣传片是你口袋里的名片 —— 设计再精美，递给不相关的人就是废纸。某餐饮企业花大价钱拍了宣传片，却在科技论坛播放，观看量比员工自拍照还低！传播策略就像「名片递送技巧」，这 4 个秘诀让你的片子从「压箱底」变「人人转」。

　　Imagine a corporate promotional video as a business card in your pocket - no matter how beautifully designed, handing it to unrelated people would be worthless. A certain catering enterprise spent a lot of money to shoot a promotional video, but it was played on a technology forum with lower views than employee selfies! Communication strategy is like the "business card delivery technique", these 4 secrets can make your film go from being "under the box" to "everyone turning".

　　二、秘诀一：精准定位「找对收名片的人」

　　2、 Tip 1: Accurately locate the 'right person to receive business cards'

　　1. 受众画像「画靶心」

　　1. Audience portrait "painting the bullseye"

　　给受众贴标签：比如母婴产品宣传片，目标人群是「25-35 岁宝妈，关注成分安全」，某童装品牌按此定位，片子在宝妈社群转发超 10 万次；

　　Labeling the audience: for example, a promotional video for mother and baby products, targeting "mothers aged 25-35, concerned about ingredient safety". A certain children's clothing brand positioned itself according to this, and the video has been shared over 100000 times on the mothers' community;

　　类比：像射箭要对准靶心，打给广场舞大妈的母婴片，不如直接发给育儿博主。

　　Analogy: For example, when shooting an arrow, aim at the bullseye and give it to the square dancing auntie's mother and baby video. It's better to directly send it to parenting bloggers.

　　2. 场景匹配「看场合递名片」

　　2. Scene matching: "Watching and handing over business cards together"

　　工业设备宣传片别发朋友圈：某机床厂把片子投到抖音，评论区全是「这铁疙瘩多少钱」，换专业工控论坛后，咨询量涨 8 倍；

　　Don't send the propaganda film of industrial equipment to friends: a machine tool factory threw the film to Tiktok, and the comment area was full of "How much is this iron knot?" After changing the professional industrial control forum, the amount of consultation increased 8 times;

　　案例：某美妆品牌把宣传片剪成「化妆教程」发 B 站，播放量比硬广高 50%，因为年轻人爱看「实用干货」。

　　Case: A certain beauty brand cut its promotional video into a "makeup tutorial" and posted it on Bilibili, which had 50% higher views than hard advertising because young people love to watch "practical knowledge".

　　三、秘诀二：渠道组合「建快递驿站网络」

　　3、 Secret 2: Channel combination "building a network of express delivery stations"

　　1. 自有渠道「自家快递柜」

　　1. Self owned channel "self delivery cabinet"

　　官网首页轮播 + 公众号菜单：某科技公司把宣传片设为官网背景音乐视频，访客停留时间从 1 分钟延长到 3 分钟；

　　Home page carousel+official account menu: a technology company set the promotional film as the background music video on the official website, and the stay time of visitors was extended from 1 minute to 3 minutes;

　　员工朋友圈「全家总动员」：要求员工转发时配文案「在这家公司上班第 3 年，这是我们的故事」，某教育机构靠此招，片子 2 天破万转发。

　　Employee friend circle "Family Mobilization": requires employees to repost with the caption "Working in this company for 3 years, this is our story". A certain educational institution relied on this trick and the film broke 10000 reposts in 2 days.

　　2. 付费渠道「顺丰加急件」

　　2. Payment channel "SF Express Express"

　　抖音「DOU+」投相似账号粉丝：某奶茶店投「蜜雪冰城」粉丝，1000 元换来 500 + 到店顾客；

　　Tiktok "DOU+" cast fans with similar accounts: a milk tea shop cast fans of "Snow City", 1000 yuan for 500+customers;

　　行业网站 banner 位「专业快递」：某汽配厂在「汽车零部件网」放宣传片，来的全是精准采购商，比百度推广转化率高 3 倍。

　　Industry website banner "Professional Express": A certain auto parts factory posted a promotional video on the "Auto Parts Network", which was made up entirely of precision buyers, with a conversion rate three times higher than Baidu's promotion.




　　3. 免费渠道「社区快递点」

　　3. Free channel "Community Express Point"

　　小红书发「幕后花絮」：某服装厂把宣传片拍摄花絮剪成 vlog，点赞量比正片高 2 倍，评论区全是「想看完整版」；

　　Xiaohongshu posts' behind the scenes footage ': a clothing factory cut promotional footage into vlogs, which received twice as many likes as the main film. The comment section is filled with' I want to see the full version ';

　　知乎回答带链接：某软件公司在「如何选办公软件」下答文，插入宣传片链接，周流量破 10 万。

　　Zhihu Answer with Link: A software company's response under "How to Choose Office Software" inserted a promotional video link, and the weekly traffic exceeded 100000.

　　四、秘诀三：内容包装「给名片加香氛」

　　4、 Tip 3: Content Packaging: Add Fragrance to Business Cards

　　1. 时长控制「名片大小合适」

　　1. Duration control: "Business card size is appropriate"

　　朋友圈发 15 秒「预告片」：某火锅店把 3 分钟宣传片剪成「15 秒爆辣锅底制作」，配文案「看完敢来挑战吗」，到店打卡率涨 40%；

　　A 15 second "trailer" was posted on social media: a hot pot restaurant cut a 3-minute promotional video into "15 second spicy pot base production", accompanied by the caption "Dare to challenge after watching", resulting in a 40% increase in check-in rate at the restaurant;

　　展会放 1 分钟「精华版」：某机械展上，30 秒的设备工作视频比 5 分钟解说片吸引更多人驻足。

　　One minute "essence version" of the exhibition: at a machinery exhibition, a 30 second video of equipment work attracted more people than a 5 minute commentary.

　　2. 标题党「名片写醒目标语」

　　2. Title Party: "Writing Prominent Slogans on Business Cards"

　　改成痛点型标题：把「XX 公司宣传片」改成「餐饮老板必看：3 招降低食材损耗」，某食材供应商改标题后，打开率从 5% 升到 30%；

　　Change the title to a pain point type: Change the "XX Company Promotion Video" to "Must See for Catering Bosses: 3 Tips to Reduce Food Loss". After a certain food supplier changed the title, the opening rate increased from 5% to 30%;

　　用悬念式开头：某装修公司片子开头「这家公司装修完，业主把设计师拉黑了」，播放完成率比普通开头高 60%。

　　Starting with a suspenseful tone: The opening of a movie by a certain decoration company, "This company has finished decoration, and the owner has blacklisted the designer," has a 60% higher completion rate than a regular opening.

　　3. 互动设计「名片带小礼物」

　　3. Interactive design "business card with small gift"

　　片子结尾留问题：「你觉得这家公司能排行业第几？」某律所片子这样做，评论区盖楼 500+，还引来媒体报道；

　　At the end of the film, leave a question: "What do you think this company can rank in the industry?" A certain law firm's film did this, and the comment section was built over 500 times, which also attracted media coverage;

　　埋彩蛋「找亮点」：某游戏公司宣传片藏了 3 个角色彩蛋，网友发「寻宝攻略」，带动片子二次传播。

　　Burying Easter eggs "finding highlights": A game company's promotional video hid three character Easter eggs, and netizens posted a "treasure hunt guide", which led to the secondary dissemination of the film.

　　本文由济南宣传片拍摄友情奉献.更多有关的知识请点击:http://www.jnexb.com真诚的态度.为您提供为全面的服务.更多有关的知识我们将会陆续向大家奉献.敬请期待.

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