濟南短視頻推廣：如果你與團隊在做短視頻，卻沒什么效果，一定要了解這兩種方法

　　關注企業(yè)追求增長過程中的具體問題，并提供相應解決方案，將是近期文章的主題。

　　Focusing on specific issues in the process of pursuing growth for enterprises and providing corresponding solutions will be the theme of recent articles.




　　短視頻創(chuàng)作，是當下每家企業(yè)都無法回避的話題。本文將圍繞企業(yè)在短視頻創(chuàng)作的難點與痛點，展開討論。

　　Short video creation is a topic that every enterprise cannot avoid nowadays. This article will discuss the difficulties and pain points that enterprises face in short video creation.

　　01

　　01

　　中小企業(yè)對短視頻創(chuàng)作，通常有以下誤解。

　　Small and medium-sized enterprises often have the following misunderstandings about short video creation.

　　誤解1 認為短視頻創(chuàng)作很簡單，有部手機就能搞。

　　Misconception 1: Believing that short video creation is simple and can be done with a mobile phone.

　　事情當然不會那么簡單。

　　Of course, things won't be that simple.

　　腳本撰寫、拍攝溝通、出鏡人選、產品、道具、燈光、場地、拍攝過程、后期剪輯，要想創(chuàng)作高質量視頻，每個環(huán)節(jié)都不能出錯。

　　Script writing, filming communication, on camera selection, products, props, lighting, venue, filming process, post production editing, in order to create high-quality videos, every step must not be wrong.

　　如果只給一部手機，卻不提供出鏡人選、可拍攝的實物產品，那么短視頻創(chuàng)作人員只能從網絡扒素材、用AI工具生成虛擬素材，短視頻的質量，可想而知。

　　If only one mobile phone is given without providing a candidate for appearance or a physical product that can be filmed, then short video creators can only scrape materials from the internet and generate virtual materials using AI tools. The quality of short videos can be imagined.

　　誤解2 認為靠創(chuàng)意，就能獲得可觀播放量、海量粉絲。

　　Misconception 2 believes that by relying on creativity, one can gain considerable views and a massive fan base.

　　能吸引海量網絡觀眾的創(chuàng)意團隊，永遠是少數。

　　Creative teams that can attract a massive online audience are always in the minority.

　　最近比較火的豪哥哥、顯眼包，還有持續(xù)創(chuàng)作短視頻多年的《陳翔六點半》，通過創(chuàng)意贏得無數粉絲。但這幾個團隊，在多如牛毛的短視頻團隊中，是萬牛一毛。

　　Recently, the popular products such as Haoge, Dazzling Bag, and the short video "Chen Xiang 6:30" that has been continuously creating for many years have won countless fans through their creativity. But these teams, among the numerous short video teams, are like a million cows and one hair.

　　靠創(chuàng)意獲得可觀播放量、贏得海量粉絲，在現實中概率極低，不到萬分之一。

　　The probability of gaining considerable views and a massive fan base through creativity is extremely low in reality, less than one in ten thousand.

　　誤解3 希望短視頻創(chuàng)作，成本低、見效快。

　　Misconception 3: I hope to create short videos with low cost and quick results.

　　企業(yè)老板經常能刷到播放量過億，點贊轉發(fā)過千萬的視頻，于是對自家的短視頻充滿期待：低投入、漲粉快、立刻變現。（這明顯違背客觀事實，懂的都懂）

　　Enterprise owners often come across videos with over 100 million views, likes, and shares, which makes them highly anticipated for their own short videos: low investment, fast follower growth, and immediate monetization. (This clearly violates objective facts, everyone understands)

　　這不是一個老板的妄念，而是很多老板的真實想法?；蛟S企業(yè)正面臨巨大的生存挑戰(zhàn)，沒有多余資源投給短視頻創(chuàng)作；或許企業(yè)需要借助短視頻的力量，以期獲得業(yè)績增長。

　　This is not the delusions of one boss, but the true thoughts of many bosses. Perhaps the enterprise is facing a huge survival challenge and does not have spare resources to invest in short video creation; Perhaps companies need to leverage the power of short videos in order to achieve performance growth.

　　在今天，每家企業(yè)都面臨困難，但困難從來不是逃避現實的理由。

　　Today, every enterprise faces difficulties, but difficulties are never a reason to escape reality.

　　如果企業(yè)有迫切增長的愿望，就必須扔掉不切實際的幻想，直面現實，尋找更合適的短視頻創(chuàng)作路徑，找到更有效的增長辦法。

　　If a company has an urgent desire for growth, it must abandon unrealistic fantasies, face reality, find more suitable short video creation paths, and find more effective growth methods.

　　02

　　02

　　中小企業(yè)，通過短視頻快速贏得業(yè)績增長的方法。

　　Small and medium-sized enterprises can quickly achieve business growth through short videos.

　　雖然，絕大部分中小企業(yè)不具備創(chuàng)作高質量短視頻的能力，但非常需要通過短視頻快速獲得業(yè)績增長，有兩種方法可以借鑒。

　　Although the vast majority of small and medium-sized enterprises do not have the ability to create high-quality short videos, they greatly need to quickly achieve business growth through short videos. There are two methods that can be used for reference.

　　方法一：參考華為飽和營銷法，重金、重兵投入。重金聘請短視頻創(chuàng)作高手，

　　Method 1: Refer to Huawei's saturation marketing method and invest heavily in funds and troops. Hiring a skilled short video creator at a high cost,

　　提供設備、提供人力、提供所需物料，全力支持并配合短視頻創(chuàng)作工作。

　　Provide equipment, manpower, and necessary materials to fully support and cooperate with short video creation work.

　　這種方法，效果不會慢、也不會差。

　　This method will not be slow or poor in effectiveness.

　　方法二：重金聘請外部專業(yè)團隊。

　　Method 2: Hire an external professional team at a high cost.

　　重金聘請外部短視頻創(chuàng)作團隊，簽訂合作協議，快速確定短視頻創(chuàng)作的整體解決方案，并由外部專業(yè)團隊負責執(zhí)行。這種方法，效果有一定保障。

　　Hire an external short video creation team at a high cost, sign a cooperation agreement, quickly determine the overall solution for short video creation, and have an external professional team responsible for execution. This method has a certain guarantee of effectiveness.

　　以上兩種方法，都能幫助企業(yè)創(chuàng)作高質量視頻，甚至能幫助企業(yè)吸引大量粉絲。但這兩種方法，在企業(yè)增長體系中，僅負責提升與用戶溝通的效率。

　　Both of the above methods can help companies create high-quality videos and even attract a large number of fans. But these two methods are only responsible for improving the efficiency of communication with users in the enterprise growth system.

　　企業(yè)增長中的關鍵問題，高質量短視頻無法解決。

　　The key issue in enterprise growth cannot be solved by high-quality short videos.

　　03

　　03

　　企業(yè)增長最關鍵的問題，從來不是短視頻創(chuàng)作。

　　The most critical issue for business growth has never been short video creation.

　　1 企業(yè)要深度了解市場、了解用戶消費場景、對用戶消費場景做分類、選擇企業(yè)能夠抓住的高頻消費場景、選擇目標用戶。

　　Enterprises need to have a deep understanding of the market, understand user consumption scenarios, classify user consumption scenarios, choose high-frequency consumption scenarios that the enterprise can capture, and select target users.

　　2 明確為用戶創(chuàng)造的價值、確定為用戶創(chuàng)造價值的形式、確保創(chuàng)造的價值符合用戶真需求、打造企業(yè)的核心競爭力、證企業(yè)始終具有核心競爭力。

　　2. Clearly define the value created for users, determine the form of creating value for users, ensure that the value created meets the true needs of users, build the core competitiveness of the enterprise, and prove that the enterprise always has core competitiveness.

　　3 設計或找到適合的商業(yè)模式、明確企業(yè)的核心業(yè)務、制定業(yè)務開展流程與標準、規(guī)劃產品矩陣（包含支持產品矩陣的供應鏈管理）、價格策略（成本、價格、利潤率、回款周期、優(yōu)惠措施）。

　　3. Design or find a suitable business model, clarify the core business of the enterprise, develop business development processes and standards, plan a product matrix (including supply chain management to support the product matrix), price strategy (cost, price, profit margin, payment cycle, preferential measures).

　　4 制定并執(zhí)行整合營銷傳播計劃、品牌打造計劃、營銷銷售人員培養(yǎng)計劃，由誰制定、由誰執(zhí)行、怎么考核、怎么調整、怎么補救。

　　4. Develop and implement integrated marketing communication plans, brand building plans, and marketing and sales personnel training plans, who will develop them, who will execute them, how to assess them, how to adjust them, and how to remedy them.

　　這些關鍵問題，需要納入企業(yè)增長體系中通盤考慮，不能把創(chuàng)作短視頻當作業(yè)績增長的救命稻草。若想通過創(chuàng)作短視頻贏得業(yè)績增長，需要先把關鍵問題處理清楚。

　　These key issues need to be comprehensively considered in the enterprise growth system, and creating short videos cannot be seen as a lifeline for performance growth. If you want to achieve business growth through creating short videos, you need to first address the key issues clearly.

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