短视频是近几年发展迅猛的一种内容传播方式，相较于图文来说，工业品企业短视频的创作门槛低、传播速度快，能够更好地吸引用户注意力。工业品企业在选择短视频营销方式时，要根据根据自身业务的特点、产品类型、目标用户群体等因素，选择适合自己的短视频营销方式。通过短视频能够更好地传递工业企业的信息，可以更生动、更直观地展示工业产品特点和卖点。

Short videos are a rapidly developing form of content dissemination in recent years. Compared to graphics and text, industrial product companies have lower creative barriers and faster dissemination speeds for short videos, which can better attract users' attention. When industrial product enterprises choose short video marketing methods, they should select suitable short video marketing methods based on their own business characteristics, product types, target user groups, and other factors. Short videos can better convey information about industrial enterprises, showcasing the characteristics and selling points of industrial products more vividly and intuitively.

那么，对于工业品企业来说，应该如何利用短视频进行营销呢？下面将分享一些工业品企业在短视频营销中常见的技巧。工业品企业需要注意哪些问题？我们将结合自己的实践经验分享一些观点。

So, how should industrial product companies use short videos for marketing? Below, we will share some common techniques used by industrial product companies in short video marketing. What issues should industrial product enterprises pay attention to? We will share some viewpoints based on our practical experience.

一、注重短视频营销内容的性短视频营销的内容输出需要符合产品特点和目标用户群体的需求，所以在短视频内容创作时，工业品企业需要注意的是内容要。比如我们在进行某工业企业短视频营销时，就是以“”为核心，发布了很多产品讲解的短视频，在满足用户需求的同时也吸引了很多有相关需求的客户。另外，工业品企业还要注意内容要与目标用户群体形成情感共鸣，这是因为不同用户群体有不同的关注点、兴趣点和痛点。若想要让短视频的效果更加有效，那么就要考虑到短视频的seo排名。在短视频中， seo的排名主要由标题，关键词，说明三个方面来决定。只有将以上三个要素进行优化，才能更好地让用户发现你的短视频。通常情况下，用户通过搜索引擎查找网页或视频，都是通过关键字进行检索的。短视频题目包含关键词，这样做可以帮助你的短视频在搜索引擎中得到更好的排名。只有这样人们才能通过搜索引擎找到你的视频。

1、 Pay attention to the professionalism of short video marketing content. The content output of short video marketing needs to meet the characteristics of the product and the needs of the target user group. Therefore, when creating short video content, industrial product enterprises need to pay attention to the professionalism of the content. For example, when we were conducting short video marketing for an industrial enterprise, we focused on "professionalism" and released many short videos explaining products, which not only met user needs but also attracted many customers with related needs. In addition, industrial product enterprises should also pay attention to the emotional resonance between the content and the target user group, because different user groups have different concerns, interests, and pain points. If you want to make the effect of short videos more effective, then you need to consider the SEO ranking of short videos. In short videos, SEO ranking is mainly determined by three aspects: title, keywords, and description. Only by optimizing the above three elements can users better discover your short videos. Usually, users search for web pages or videos through search engines using keywords. The short video title contains keywords, which can help your short video get better rankings in search engines. Only in this way can people find your videos through search engines.

二、持续更新，保持新鲜感短视频营销与图文营销相比，在内容创作方面更具有不确定性，也因此更容易受到用户的青睐。短视频营销能够在较短的时间内吸引用户关注，但是用户一旦养成了观看习惯，就会对短视频的内容产生审美疲劳。因此，在工业企业短视频营销过程中，需要持续更新、保持新鲜感。比如通过策划不同主题的短视频营销活动，可以吸引不同年龄阶段、不同喜好的用户关注；或者通过分享有价值的内容吸引更多用户关注等等。

2、 Continuously updating and maintaining freshness, short video marketing is more uncertain in content creation compared to graphic marketing, and therefore more likely to be favored by users. Short video marketing can attract user attention in a relatively short period of time, but once users develop a viewing habit, they will experience aesthetic fatigue towards the content of short videos. Therefore, in the process of short video marketing in industrial enterprises, it is necessary to continuously update and maintain freshness. For example, by planning short video marketing activities with different themes, users of different age groups and preferences can be attracted to pay attention; Or attract more users' attention by sharing valuable content, etc.

三、使用不同的短视频载体工业品企业在进行短视频营销时，需要根据自身业务特点选择合适的载体。比如对于产品介绍类的短视频，可以采用 APP、微信公众号等载体进行传播；而对于销售服务类的短视频，则可以采用微博、抖音等载体进行传播。通过短视频矩阵营销在各大平台上分享有趣而吸引人的视频，工业企业能够吸引潜在客户的注意力，从而促使他们对所推广的产品或服务感兴趣。此外，工业企业还可以在这些平台上与用户互动，回应他们对所推广内容的问题和评论。四、合理设置短视频的发布频率和时间短视频的发布频率和时间，不仅影响着短视频的浏览量，还影响着短视频的完播率、评论量和点赞量。所以，工业品企业需要根据自身业务特点，合理设置短视频的发布频率和时间。

3、 When using different short video carriers for short video marketing, industrial product companies need to choose the appropriate carrier based on their own business characteristics. For example, short videos of product introductions can be spread through APP, WeChat official account and other carriers; For short videos of sales services, microblog, Tiktok and other carriers can be used for dissemination. By using short video matrix marketing to share interesting and engaging videos on various platforms, industrial enterprises can attract the attention of potential customers, thereby promoting their interest in the products or services they are promoting. In addition, industrial enterprises can interact with users on these platforms, respond to their questions and comments about the promoted content. 4、 Reasonably setting the publishing frequency and time of short videos not only affects the browsing volume of short videos, but also affects the completion rate, comment volume, and like volume of short videos. Therefore, industrial product enterprises need to set a reasonable frequency and time for publishing short videos based on their own business characteristics.

对于工业品企业来说，可以根据行业特点、目标用户群体以及自身产品的特点等因素，将短视频的发布频率设置为每日或每周一次，如果公司内部有特定活动或大型会议，也可以将短视频发布周期设置为半个月或一个月一次。另外，工业品企业还可以在抖音、快手等平台上根据自身业务特点和目标用户群体的喜好，选择合适的时间段进行视频发布。比如可以选择晚上9点-10点这段时间进行发布。利用各大主流社交媒体平台的流量优势，将短视频嵌入到用户的日常信息流中，从而实现对目标人群的有效触达实现流量变现。

For industrial product enterprises, the frequency of short video release can be set to once a day or once a week based on industry characteristics, target user groups, and the characteristics of their own products. If there are specific events or large conferences within the company, the short video release cycle can also be set to once every two weeks or once a month. In addition, industrial products enterprises can also choose an appropriate time period for video publishing on platforms such as Tiktok and Kwai according to their own business characteristics and the preferences of target user groups. For example, you can choose to publish between 9pm and 10pm in the evening. By leveraging the traffic advantages of major mainstream social media platforms, short videos can be embedded into users' daily information streams, thereby effectively reaching the target audience and realizing traffic monetization.

五、注意短视频内容的原创性和互动性短视频作为一种新的内容传播形式，其内容是否有原创性、是否与用户有互动、是否能解决用户需求等都是需要注意的问题。如果工业品企业的短视频内容仅仅是复制粘贴，那么这种内容不仅不会对企业形象产生正面影响，甚会给用户留下抄袭、山寨的印象。除此之外，如果工业企业的短视频内容与用户缺乏互动，那么在短视频平台上发布的短视频也很难得到用户的关注，这将会严重影响工业品企业在短视频平台上的曝光和传播，影响流量变现。

5、 Pay attention to the originality and interactivity of short video content. As a new form of content dissemination, it is important to consider whether the content is original, interactive with users, and able to meet user needs. If the short video content of industrial product enterprises is only copied and pasted, then this kind of content will not have a positive impact on the corporate image, and may even leave users with the impression of plagiarism and imitation. In addition, if the short video content of industrial enterprises lacks interaction with users, the short videos published on short video platforms will also be difficult to attract users' attention, which will seriously affect the exposure and dissemination of industrial product enterprises on short video platforms, and affect traffic monetization.