抓住短視頻運(yùn)營(yíng)的五大要介紹

用戶從刷到一個(gè)短視頻開(kāi)始到觀看結(jié)束會(huì)接收到5個(gè)信息點(diǎn)，包括短視頻定位、短視頻內(nèi)容、短視頻標(biāo)題、短視頻配樂(lè)、短視頻封面，這也是構(gòu)成短視頻運(yùn)營(yíng)的五大要素。

Users will receive five information points from the beginning to the end of watching a short video, including short video positioning, short video content, short video title, short video music, and short video cover, which are also the five elements that make up short video operation.

對(duì)于短視頻運(yùn)營(yíng)者來(lái)說(shuō)，要想制作出能夠抓住用戶心理的短視頻，吸引用戶點(diǎn)開(kāi)、觀看和互動(dòng)，就要抓住這五大要素。

For short video operators, in order to create short videos that can capture users' psychology, attract them to click, watch, and interact, they need to grasp these five elements.

短視頻定位是短視頻運(yùn)營(yíng)過(guò)程中最重要的。短視頻定位之所以重要，有兩個(gè)方面的原因。

Short video positioning is the most important aspect of short video operation. There are two reasons why short video positioning is important.

一是短視頻平臺(tái)更愿意扶持持續(xù)在垂直領(lǐng)域不斷輸出有價(jià)值內(nèi)容的短視頻賬號(hào)。明確的定位可以避免短視頻運(yùn)營(yíng)者陷入盲目創(chuàng)作的誤區(qū)，使其在定位的垂直領(lǐng)域持續(xù)創(chuàng)作優(yōu)質(zhì)的內(nèi)容。

One is that short video platforms are more willing to support short video accounts that continuously output valuable content in vertical fields. Clear positioning can prevent short video operators from falling into the trap of blind creation, enabling them to continuously create high-quality content in the vertical field of positioning.

二是做好定位后，運(yùn)營(yíng)者若是能夠發(fā)布與定位相一致的內(nèi)容，就會(huì)在用戶腦海中形成鮮明的印象，這也為你所輸出的產(chǎn)品、品牌和價(jià)值觀，還有最終的變現(xiàn)目的帶來(lái)驅(qū)動(dòng)力。

Secondly, after positioning, if the operator can publish content that is consistent with the positioning, it will form a vivid impression in the user's mind, which will also drive the products, brands, values, and ultimate monetization goals that you output.

短視頻內(nèi)容是短視頻運(yùn)營(yíng)的基礎(chǔ)，也是非常重要的一部分。要想讓用戶持續(xù)關(guān)注，就要不斷輸出優(yōu)質(zhì)的短視頻內(nèi)容。能夠讓用戶從短視頻中獲得有趣、有用、有愛(ài)、有品的價(jià)值體驗(yàn)。

Short video content is the foundation and a very important part of short video operation. To keep users paying attention, it is necessary to continuously output high-quality short video content. It can provide users with interesting, useful, loving, and valuable experiences from short videos.

越是優(yōu)質(zhì)的、獨(dú)特的短視頻內(nèi)容越能夠給用戶傳遞有價(jià)值的信息，讓用戶自動(dòng)轉(zhuǎn)發(fā)、點(diǎn)贊、評(píng)論、收藏，進(jìn)而達(dá)到實(shí)現(xiàn)短視頻傳播、用戶增長(zhǎng)和轉(zhuǎn)化的目的。

The higher the quality and uniqueness of short video content, the more valuable information it can convey to users, allowing them to automatically forward, like, comment, and bookmark, thereby achieving the goal of short video dissemination, user growth, and conversion.




短視頻標(biāo)題是播放量之源。要想讓自己的短視頻在信息洪流中脫穎而出，標(biāo)題就顯得尤為重要。具體來(lái)說(shuō)，好的短視頻標(biāo)題要符合以下幾個(gè)條件。

Short video titles are the source of views. To make your short video stand out in the information flood, the title is particularly important. Specifically, a good short video title should meet the following conditions.

一是標(biāo)題與內(nèi)容要保持一致，能夠反映出短視頻的主題、大概內(nèi)容。

One is that the title and content should be consistent, reflecting the theme and general content of the short video.

二是標(biāo)題可適度設(shè)置懸念，在標(biāo)題中設(shè)置疑問(wèn)句。用戶看到標(biāo)題后，自然想要在短視頻中尋找答案。

Secondly, the title can be moderately suspenseful, with interrogative sentences included in the title. After seeing the title, users naturally want to search for answers in short videos.

三是巧妙地使用數(shù)字和數(shù)據(jù)。通常情況下，帶數(shù)字的標(biāo)題邏輯更清晰，也能讓用戶輕松地從標(biāo)題上理解內(nèi)容要點(diǎn)。同時(shí)數(shù)字也更具體明確，更能搶奪用戶的視線，更易激發(fā)用戶點(diǎn)開(kāi)觀看視頻的興趣。

The third is the clever use of numbers and data. Usually, titles with numbers have clearer logic and allow users to easily understand the main points of the content from the title. At the same time, the numbers are more specific and clear, which can grab users' attention and stimulate their interest in watching videos.

某種程度上說(shuō)，配樂(lè)起著畫(huà)龍點(diǎn)睛的作用。有的短視頻作品內(nèi)容并不算上乘，但如果選對(duì)了配樂(lè)，同樣也能讓用戶點(diǎn)贊、評(píng)論和轉(zhuǎn)發(fā)。具體來(lái)說(shuō)，為短視頻選配樂(lè)要注意以下幾點(diǎn)。

To some extent, music plays a crucial role in adding the finishing touch. Some short video works may not have excellent content, but if the music is chosen correctly, they can still receive likes, comments, and shares from users. Specifically, when choosing music for short videos, the following points should be noted.

一是要根據(jù)賬號(hào)定位和視頻內(nèi)容的基調(diào)選擇恰當(dāng)?shù)囊魳?lè)。

One is to choose appropriate music based on account positioning and the tone of video content.

二是配樂(lè)節(jié)奏要順應(yīng)視頻內(nèi)容節(jié)奏，把握住短視頻的節(jié)點(diǎn)。

The second is that the rhythm of the music should follow the rhythm of the video content and grasp the nodes of the short video.

三是適度使用熱門(mén)音樂(lè)。熱門(mén)音樂(lè)一般傳播快、用戶接受度高，使用熱門(mén)音樂(lè)既能讓用戶對(duì)你的短視頻內(nèi)容有更多的耐心，還能為短視頻加分。

The third is to use popular music in moderation. Popular music generally spreads quickly and has high user acceptance. Using popular music can not only make users more patient with your short video content, but also add points to your short video.

優(yōu)質(zhì)的短視頻封面能夠吸引用戶點(diǎn)開(kāi)視頻。如果視頻封面效果不佳，用戶很可能就不會(huì)點(diǎn)擊觀看。具體來(lái)說(shuō)，優(yōu)質(zhì)的短視頻封面有以下幾點(diǎn)要求。

A high-quality short video cover can attract users to click on the video. If the video cover effect is not good, users are likely not to click to watch. Specifically, high-quality short video covers have the following requirements.

一是封面與內(nèi)容相統(tǒng)一，簡(jiǎn)潔明了；

Firstly, the cover should be consistent with the content, concise and clear;

二是封面風(fēng)格統(tǒng)一，字幕醒目略帶懸疑以啟發(fā)好奇心；

Secondly, the cover style is unified, with eye-catching and slightly suspenseful subtitles to inspire curiosity;

三是注意封面圖片和文字設(shè)置，統(tǒng)一風(fēng)格。

Thirdly, pay attention to the cover image and text settings, and unify the style.