从前，短视频内容生产者大多是非专业普通个体，他们利用自身成本低廉，制作简便，无门槛及强烈社交属性等特点来进行消费转化。现在，已经有更多个人和企业发现短视频平台所蕴含的商业价值并加入短视频营销行列。现将短视频营销策略建议梳理如下：

In the past, short video content producers were mostly non professional and ordinary individuals who utilized their low cost, easy production, no barriers to entry, and strong social attributes to convert consumption. Now, more individuals and businesses have discovered the commercial value contained in short video platforms and joined the ranks of short video marketing. The suggestions for short video marketing strategies are summarized as follows:

1.重视内容创意

1. Emphasize content creativity

企业选择短视频平台开展营销，主要希望借由短视频的短小创意增加产品的曝光度、提高品牌知名度，而内容创意不可忽视。

Enterprises choose short video platforms for marketing, mainly hoping to increase product exposure and brand awareness through the short creativity of short videos, while content creativity cannot be ignored.

首先，短视频的内容类型创意。企业投入到短视频营销之前，需要对短视频垂直细分领域的商业价值进行衡量和评估，短视频涉及到的题材较为广泛，几乎覆盖所有细分领域，这几个方面按照企业所处的行业的不同，可能会包括企业，教育，旅游，母婴等。如何把内容类型用创意形式呈现出来是短视频营销发展的第一个前提。二是短视频在内容形式上创意。在短视频营销日益发展的背景下，内容形式开始产生了改变。

Firstly, the creative content types of short videos. Before investing in short video marketing, enterprises need to measure and evaluate the commercial value of vertical segments of short videos. Short videos involve a wide range of topics, covering almost all segmented fields. Depending on the industry in which the enterprise operates, these aspects may include enterprise, education, tourism, mother and baby, etc. How to present content types in creative forms is the first prerequisite for the development of short video marketing. Secondly, short videos are creative in terms of content format. With the increasing development of short video marketing, the form of content has begun to change.

2.账号定位合理

2. Accurate account positioning

当企业进行蓝V认证后，需明确账号定位。企业应该遵循长期营销战略思维、并将品牌理念贯穿于短视频拍摄中，尽量确保内容风格统一。而企业在入驻平台前，需要多维度剖析贯彻企业的品牌理念、平台面向受众的用户画像、账号人格、创意内容以及团队设置。

After the enterprise undergoes Blue V certification, it is necessary to clarify the account positioning. Enterprises should follow long-term marketing strategy thinking and integrate brand concepts into short video shooting to ensure consistent content style as much as possible. Before entering the platform, enterprises need to comprehensively analyze and implement their brand concept, user profile for the platform's audience, account personality, creative content, and team settings.

3.注重人设打造

3. Emphasize the creation of character design

移动互联时代，随着短视频的兴起，每个人或者组织只需要15秒就能爆红。而持续爆火的唯一途径则是：打造专属人设，直击用户内心。在短视频平台创作作品日益同质化的今天，个人或企业想要在短视频平台持续走红，首先建议打造账号垂直度，打造短视频人设可以帮助创作者确立内容创作方向，为作品贴上专属标签，并保持稳定输出内容。

In the era of mobile internet, with the rise of short videos, each person or organization can become popular in just 15 seconds. The only way to continue to become popular is to create an exclusive persona that hits the hearts of users. In today's increasingly homogenized short video platform creations, individuals or businesses who want to maintain popularity on short video platforms must first build account verticality. Creating a short video persona can help creators establish their content creation direction, label their works with exclusive tags, and maintain stable output of content.

4.融入场景营销

4. Integrate into scene marketing

移动互联时代社交需求不断变化，已由传统界面浏览向短视频视觉习惯过渡。在目前短视频营销下，更多的商家开始结合场景打造、结合用户视觉习惯等方式展示和植入产品，相对于传统直截了当的植入性营销有了一个质的跨越。

In the era of mobile internet, social demands are constantly changing, transitioning from traditional interface browsing to short video visual habits. Under the current short video marketing, more businesses are beginning to integrate scene creation, user visual habits, and other methods to display and implant products, which has made a qualitative leap compared to traditional straightforward implant marketing.

5.打造直播体系

5. Build a live streaming system

随着短视频平台的电商体系不断接入，企业通过平台进行短视频发布完善人设续更，选定垂直细分领域，加强内容创意，但同时需要打造直播体系。直播除了自身的广告效应，内容的新闻效应引爆性也会更强。而在直播过程中平台选择、直播间的打造、选品、直播脚本设计编写、主播选择以及直播数据数据分析也尤为重要。

With the continuous integration of short video platforms into the e-commerce system, enterprises are using the platform to publish short videos, improve their character design, select vertical niche areas, strengthen content creativity, but at the same time, they need to create a live streaming system. In addition to its own advertising effect, live streaming also has a stronger explosive news effect. In the process of live streaming, platform selection, live room building, product selection, live script design and writing, anchor selection, and live streaming data analysis are also particularly important.

在这个去碎片化的时代，消费者容易因为共同的爱好而聚在一起，以直播形式推介产品，实现高位时刻情感氛围。个人或者企业借这一时机来销售产品，它肯定会取得更好的营销效果。移动互联时代下，短视频营销以市场短小，内容创意等价值优势成为了企业一种重要营销手段。企业只有站在自己的立场，不断挖掘内容创意、准确进行账号定位、重视账号人设打造才能达到持续运营、获取利润的目的。

In this era of fragmentation, consumers tend to gather together due to common interests, promote products through live streaming, and achieve a high-level emotional atmosphere. Individuals or businesses taking advantage of this opportunity to sell products will definitely achieve better marketing results. In the era of mobile internet, short video marketing has become an important marketing tool for enterprises due to its value advantages such as small market size and creative content. Only by standing in their own position, constantly exploring content creativity, accurately positioning accounts, and attaching importance to the creation of account personas can enterprises achieve sustainable operation and profit.

短视频平台也需要加强短视频社交属性、接入更加完善直播体系、提高平台监管等措施，以更好构建消费者和企业品牌间联系，实现企业营销目标。

Short video platforms also need to strengthen their social attributes, integrate more complete live streaming systems, and enhance platform supervision measures to better build connections between consumers and corporate brands, and achieve corporate marketing goals.