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首页 >华企学院 >营销知识 >  「网络营销公司」抖音、快手等短视频最全投放攻略

 「网络营销公司」抖音、快手等短视频最全投放攻略

作者:华企商城 阅读次数:181次 发布时间:2019-01-13 12:03:31评论:0

 「网络营销公司」抖音、快手等短视频最全投放攻略< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  互联网时代,短视频称了王。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  2018年,是短视频大放异彩的一年。短视频表现了极具可观的流量红利,也获得了众多广告主的青昧。随着短视频营销价值的凸显,广告主在短视频上的投放意向和营销预算逐渐增加。

「网络营销公司」抖音、快手等短视频最全投放攻略< data-filtered="filtered"/> 

  据统计2018年短视频营销规模将达140.1亿,预计2020年规模将超过550亿。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  但,短视频营销价值不止体现在用户流量红利上。在营销价值上,短视频在投放前、中、后各个阶段都有着优质的表现。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  ▲ 投放前,门槛低、适应性强,可以灵活满足各种营销需求;< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  ▲ 投放中,信息承载量丰富集中,可与用户深度互动和沟通;< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  ▲ 投放后,具有强大的肥尾效应。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  既可以实现品牌/产品信息展示和传达的深度,又可以实现品牌/产品信息的传播范围最大化的广度。

「网络营销公司」抖音、快手等短视频最全投放攻略

  随着移动时代下短视频的野蛮生长和流量飙升,短视频营销玩法和模式不断被探索和创新。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  < style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  短视频营销形式< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  目前短视频营销形式主要可分为:硬广投放、内容植入、内容定制、网红活动、账号运营和跨平台整合。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  1. 硬广投放< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  即通过付费的形式来达到品牌曝光。此类营销方式,各位优化师都清楚不过,在此不做太多介绍。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  2. 内容植入< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  内容植入是最早出现的营销形式,也是目前最常用的短视频营销形式之一,像节目冠名、口播植入、品牌/产品露出等。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  在荣耀推出新品时,就联合办公室小野进行了内容植入。通过将手机道具画,植入到各个情境里,用趣味性的方式表现了各方面的优质性能。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  短视频具有天然的内容植入优势,短视频时长较短,内容浓度更高,更加关注用户注意力,能够很好地完成内容传达。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  3. 内容定制< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  内容定制指通过拍摄等相关产品内容,来引发传播。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如在京东秒杀日时,便采用内容定制的手法,通过定制短视频,来将京东超级秒杀日的信息传递给用户。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  相比于长视频,短视频定制营销内容,更加注重内容的故事和情节,它首先得是一个可消费的内容,其次才是一个广告。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  4. 网红活动< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  通过选择和产品相符的网红和KOL,利用他们的影响力,一方面触及他们背后的粉丝群体,另一方面激发用户的深度参与。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  苏宁易购618时,就邀请了多名网红参与所策划的挑战赛活动,制造声量,吸引消费者关注。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  5. 账号运营< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  账号运营指建立官方账号,进行持续化的社会传播,保持品牌方和用户的长期有效沟通。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如长隆度假区,在抖音短视频上开通官方号,保持平均每天发布抖音作品,传播度假区的各个景点、游戏设施等。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  6. 整合营销< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  整合营销就是将目前所有的新兴营销方式汇入一个洼地。品牌方在构建营销矩阵中要完全触及关注、兴趣、搜索、购买和分享各个环节。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如新奇士推出新品白桃乳酸味桃汁汽水,目标为年轻女性。采用直播营销,以“鲜肉夺吻”的创意和直播挑战形式吸引用户关注,同时对直播内容进行剪辑加工,作为短视频二次传播,进一步扩大新品的关注度,并弥补直播在营销上的传播力不足。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  短视频的红利,目前是势不可挡;随着日后科技的发展,像人脸识别、AR技术等,在营销方式上将更加多样化。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  < style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  短视频内容怎么做?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  短视频的火热,对于优化师而言,该怎么做?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  短视频,可谓说是对优化师的又一种考验。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  以前我们投放广告,可能考验的是文案,但现在更多的是编剧。当AI时代来临后,我们能做的越来越有限,像定向、出价、预算、创意、广告位等,很多事情,系统就会帮我们解决,但短视频投放永远不会被淘汰,那对于优化师而言,可能最需要解决的就是“广告创意”的问题。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  广告创意主要包括创意内容和创意形式两类。所以,网络营销公司华企互动带大家先来看下创意内容怎么做?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  了解用户始终是内容创作基础。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  用户是我们做视频内容拥有的最大资产,不仅关乎广告的最终变现,更关乎内容创作的灵感。贴近用户,了解他们的社会属性、兴趣爱好等,更容易创作出符合粉丝口味的爆款内容。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  1.粉丝画像分析< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  粉丝画像是一项比较基础但非常重要的用户数据。了解粉丝画像,能帮助优化师更准确、更有针对性地进行创作。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如上图是抖音上两位小姐姐的粉丝画像,他们都拥有高颜值,年龄也相仿,但粉丝画像却存在明显区别。图片上方的红人男粉多,大部分集中在18-30岁这个年龄段。而图片下放的这位红人粉丝男女比例基本持平,大部分集中在24岁以下,而且6-17岁和18-24岁的占比基本相同。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  由此可见,即使是性别一样、年龄相仿、风格相似的红人,也会存在明显的粉丝社会属性差异。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  所以,了解粉丝画像真实数据,不盲目相信经验判断,才是保证内容最大化覆盖粉丝需求、找到自己的差异化优势的关键。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  2.粉丝兴趣分析< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  了解清楚粉丝画像这项基础数据后,我们需要对粉丝数据进行更深一步的挖掘和了解,即粉丝兴趣分析。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  (1)分析粉丝关注的账号< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  了解粉丝关注了哪些红人,是研究粉丝内容喜好的重要途径。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  一方面,如果粉丝关注的账号属于同领域的红人,创作者可以通过研究这些竞争对手,借鉴学习他们的优势,突出自身的差异化,从而提升自身的竞争力。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  另一方面,如果粉丝关注的账号属于不同领域的红人,创作者可以主动打破壁垒,和这些红人进行跨界互动合作,给粉丝不一样的新鲜感和惊喜,从而达到双赢的效果。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  (2)分析粉丝最喜欢的视频< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  粉丝最喜欢什么样的视频,对创作者来说有重要的参考价值。这些视频的内容题材、内容风格、标题特点、封面特点都有很大的研究意义。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  (3)分析粉丝评论最多的视频< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  粉丝评论数量是衡量内容数据表现的一个重要维度。研究粉丝评论最多的视频,可以给创作者提供一些创作和运营方面的思路。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如下图是某红人评论最多的TOP3视频,通过分析发现:标题均采用疑问句,以发问的方式来引导观众互动评论。那么这种取标题方式就可以被创作者借鉴使用。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  粉丝是根基。深入研究粉丝画像和粉丝喜好,是准确找到、验证内容定位,以及把控内容大方向的关键。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  透过数据深究细节,了解粉丝关注谁?喜欢看什么?更愿意评论什么?以此来规划内容方向,更容易创作出粉丝喜闻乐见的好作品。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  随着短视频的发展,用户会越来越难以取悦,同时注意力也会越来越稀缺,闷头憋创意已经不再适合现在的行业环境,短视频创作也并不是一件完全依赖灵感、才华的事情。只有充分利用数据,尽量降低创意灵感等不可控因素对内容的影响,有效发挥数据的指导作用,才能在内容的持久战中走得更远。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  了解了创意内容方向,我们再来看看创意要素。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  < style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  创意要素< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  一则创意内容视频,主要可分为两部分:画面视觉和内容编剧。同时,这两项内容也是我们必须要注意的两项因素。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  1. 画面视觉< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  在制作着陆页时,我们都知道颜色也是必不可少的一项因素。对于短视频,同样如此。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  可能很多人并不会太注意,认为只要我内容够优质就可以了。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  不,完全不是这样。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  画面视觉,我们也可以理解为色系。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如下图,左、中、右三类图分别为:暖色系、中性色系、冷色系,你觉得哪类色系的广告点击率高?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  这是一个不乏优质内容的时代,喜欢就停下来,不喜欢就跳过。那我们在设计时,就要尽量挑选用户点击率更高的色系。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  那暖、中、冷色系哪类点击率高?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  据大数据统计,暖色系点击率较高,其次为冷色系;在素材背景上金色系点击率最高,其实为红色、棕色......< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  2. 文案编剧< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  如果说色彩是吸引人的,那剩下考验的只有内容。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  据大数据统计,文案编剧主要可分为四类:真人故事性、原生内容型、图文罗列型、图文结合型。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  我们可根据自身产品类型来选择视频内容。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如我是做英语培训的,英语一般用于日常交流较多,那我们可以采用真人型来拍摄;像游戏类,更注重一个真实感,那我们可以采用原生内容型来拍摄......< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  那优秀的创意视频都包含哪些特征呢?通过大数据,将其分为以下三点。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  < style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  创意视频特征< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  可能在做短视频前,我们都会思考一个问题:“那些转化比较好、比较吸引人的视频创意,都有哪些共同点?”< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  其实,对于这个问题,很多大数据平台早已给出了我们答案。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  网络营销公司华企互动曾观察过很多大数据平台对短视频的分析报告,所有的创意视频的特点基本可以分为以下三点:< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  1. 新颖< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  在这,我觉得新颖也可以理解为好玩、有趣。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  拿抖音来说,为什么能吸引我们不断地往下刷?就是好玩啊,搞笑段子、流行音乐...总有不断新奇、好玩的内容勾引着我们往下滑。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如下图,是一个汽车行业的广告,它以流行音乐为元素,采取了目前抖音平台上最火的倒计时音乐为背景,来刷新用户的听觉,吸引用户为之瞩目。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  2. 代入< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  一个最成功的广告,一定是让用户感同身受,完全没有意识到这是一则广告。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  我记得曾看过一个视频广告,它是以最常见的青少年玩游戏的场景为切入点,然后引出玩游戏中的痛点,像“玩游戏总是卡机啊、闪退啊”等情况,让用户感觉“哎嘛,我也老是遇到这种情况”,最后在给出用户答案,想解决这个问题很简单啊,用猎豹清理大师。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  你觉得是广告吗?是又不是,我明明是在帮你解决你日常中遇到的问题,为什么说我是广告?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  所以啊,这才是一则广告的高明之处,让用户感觉到痛!< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  3. 好处< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  这点,我想大家都明白,无利不起早,针对所有事情都是这样的套路。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  我为什么要这么做?你能给我什么好处?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  最常见的就是明星代言某产品或某网红推销自己,都会选择这种套路。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  以上就是关于创意视频的基本方向,大家在投放短视频时可以进行参考。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  作为一名优化师,我们对于短视频的玩法可能基于两类:付费广告和自主运营。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  付费能够通过金钱来控制展现,但若是自主运营就需要获得平台的推荐,上首页,才是视频提升曝光的重要手段。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  那如何才能让自己的视频上首页?以抖音为例,在此总结了几个套路。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/> < style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  如何提升视频曝光度?< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  网络营销公司华企互动这里与你分享4个技巧。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  1. 提升4个指标< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  抖音评价你在冷启动环节中的表现,主要看点赞量、评论量、转发量、完播率这4个指标。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  因此,想要获得推荐,你就必须在视频发出之前,发动所有资源去提升这4个指标:< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  ▲ 在视频描述里,引导用户完成点赞、评论、转发或看完视频的动作。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  比如:在“小米手机”这个官方号里,偶而会在视频描述里写“一定要看到最后”、“心疼小姐姐的快点赞吧”,就是为了提升上面提到的这4个指标。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  ▲ 在视频描述里,设置一些互动问题,引导用户留言评论。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  ▲ 通过回复用户评论,提炼视频核心观点,引导更多用户参与到话题讨论中来。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  ▲ 提前准备神评论,视频发出后,让同事写在评论区,引导用户围绕这个话题展开更多互动。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  2. 调整发布时间< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  有统计显示,有62%的用户,会在饭前和睡前刷抖音,而在公司路上、上厕所等碎片化时间刷抖音的仅有10.9%。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  因此,最好的视频发布时间是工作日中午12点,下午18点以及晚上21点-22点,或者周五的晚上以及周末。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  3. 积极参与挑战< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  上热门的方式有很多,但最简单、效果又最好的方式,就是利用平台的“热门挑战”功能了。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  以抖音为例。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  在抖音上,每天都会有不同的挑战,你可以根据综合的对比来判断话题火爆的潜力,然后选出你认为最可能会火的话题进行模仿,这样可以提高上推荐的几率。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  4. 持续维护< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  抖音的推荐算法有时候会“挖坟”,从而带火一些优质的老视频。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  网络营销公司华企互动总结,对于比较优质的视频,你要持续做点赞、评论、转发,不断运营,也许过段时间这个视频就会被推荐了。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>  经过两年的野蛮生长,短视频已经从蓝海变成了红海,对于一名优化师而言,掌握视频相关制作技巧已是必要手段。

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