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　　大家都在說短視頻行業(yè)很卷，而事實遠非如此。
　　Everyone is saying that the short video industry is booming, but the reality is far from that.
　　每天都有數(shù)千萬條短視頻被上傳到各個視頻平臺，你的短視頻想要在這個賽道中脫穎而出，單憑一腔熱血的孤勇已經(jīng)遠遠不夠了。有的人一年發(fā)布上千條視頻，沒有一條播放量能過百萬，有的人想做爆款，絞盡腦汁也沒有合適的解決方案。
　　Every day, tens of millions of short videos are uploaded to various video platforms. If you want your short videos to stand out in this track, relying solely on passionate bravery is far from enough. Some people release thousands of videos a year, but none of them can have over a million views. Some people want to become popular, but they rack their brains without a suitable solution.
　　常常感到內(nèi)容創(chuàng)作越來越吃力，常常困惑于同樣的選題、同樣的內(nèi)容形式，別人的數(shù)據(jù)就是比你好。
　　I often feel that content creation is becoming increasingly difficult, and I am often confused by the same topic and content format, where other people's data is better than yours.
　　或許你根本不知道短視頻博主都在用的短視頻運營創(chuàng)作方法。經(jīng)過多年的短視頻策劃經(jīng)歷，結(jié)合數(shù)百位成功短視頻博主的觀察和分析，我總結(jié)了他們都在用的8個關(guān)鍵步驟。
　　Perhaps you have no idea about the short video operation and creation methods that short video bloggers are using. After years of experience in short video planning, combined with the observation and analysis of hundreds of successful short video bloggers, I have summarized the 8 key steps they are all using.
　　這8個步驟不僅包括內(nèi)容創(chuàng)作，還涵蓋了定位、商業(yè)化和數(shù)據(jù)分析等多個維度，形成一個完整的短視頻運營閉環(huán)，今天一次性分享給你。
　　These 8 steps not only include content creation, but also cover multiple dimensions such as positioning, commercialization, and data analysis, forming a complete short video operation loop. Today, I will share them with you all at once.
　　01內(nèi)容定位，從“我要做什么”到“用戶需要什么”
　　01 Content positioning, from "What I want to do" to "What users need"
　　即便短視頻行業(yè)發(fā)展已經(jīng)過去多年，早已進入到存量競爭的時代，但仍然有許多細分市場的機會。
　　Even though the short video industry has developed for many years and entered the era of stock competition, there are still many opportunities for segmented markets.
　　很多剛進入短視頻行業(yè)的創(chuàng)作者，無論是新人小白、還是行業(yè)專家，第一步往往思考的是我要拍什么？
　　Many creators who have just entered the short video industry, whether they are newcomers or industry experts, often think first about what they want to shoot?
　　實際上，這個問題正確的解法是你要服務(wù)的用戶，他們需要什么？
　　Actually, the correct solution to this problem is what do the users you want to serve need?
　　內(nèi)容定位的本質(zhì)，不是你去找20個對標(biāo)賬號拆解，也不是去研究他們在做什么類型的短視頻。
　　The essence of content positioning is not to find 20 benchmark accounts to dismantle, nor to study what type of short videos they are doing.
　　而是在用戶的需求和個人優(yōu)勢之間找到交匯的點。
　　But rather finding the intersection between user needs and personal strengths.
　　舉個例子，如果你要做的是一個短視頻培訓(xùn)知識IP，而你的目標(biāo)用戶是幫助新手小白快速進入短視頻行業(yè)，那你做新手如何做選題、如何寫腳本可能要比你講實體店如何獲客要好很多。
　　For example, if you are creating a short video training knowledge IP and your target audience is to help beginners quickly enter the short video industry, then how to choose topics and write scripts for beginners may be much better than how to attract customers for physical stores.
　　這不僅僅是選擇一個領(lǐng)域的問題，而是你應(yīng)該定義你在這個領(lǐng)域中扮演什么角色、什么身份，你是單純的知識分享、生活陪伴、還是娛樂提供。
　　This is not just a matter of choosing a field, but you should define what role and identity you play in this field, whether you are simply sharing knowledge, accompanying life, or providing entertainment.
　　除此之外，內(nèi)容的定位還必須要考慮到可持續(xù)性和創(chuàng)新性，選擇你真正感興趣、而且能夠長期輸出的領(lǐng)域，避免因為短暫的追逐熱點而耗盡創(chuàng)作的熱情。
　　In addition, the positioning of content must also consider sustainability and innovation, choosing areas that you are truly interested in and can output in the long term, and avoiding exhausting your creative enthusiasm due to short-term pursuit of hot topics.
　　如何做好你的內(nèi)容定位？只需要問清楚自己三個問題：
　　How to effectively position your content? Just ask yourself three clear questions:
　　1、這個定位能否滿足特定用戶群體的特定需求？
　　1. Can this positioning meet the specific needs of a particular user group?
　　2、這個定位是否符合自己的個人優(yōu)勢？
　　2. Does this positioning align with one's personal strengths?
　　3、我對這個定位是否有長期的價值i輸出？短視頻起號的核心是，重復(fù)人群、重復(fù)內(nèi)容，不同的角度不同的形式去做爆款。
　　3. Do I have long-term value in this positioning? The core of starting a short video account is to create explosive content from different perspectives and forms by repeating the audience and content.
　　02商業(yè)定位，內(nèi)容之外的謀篇布局
　　02 Business positioning, layout beyond content
　　在決定要短視頻時，首先要想清楚這個賬號對于你的定位是什么？主要功能是什么？是品牌宣傳、引流獲客、還是做個人IP。
　　When deciding to make a short video, the first thing to consider is how this account is positioned for you? What are the main functions? Is it brand promotion, customer acquisition, or personal IP.
　　許多博主都是在擁有一定的粉絲后才會考慮商業(yè)化的問題，我認(rèn)為這是本末倒置的。
　　Many bloggers only consider commercialization after having a certain number of followers, which I think is putting the cart before the horse.
　　商業(yè)行為應(yīng)該是在創(chuàng)作這個賬號的初期就被考慮的，是應(yīng)該在定位的時候就一起進行思考的必要行為。
　　Business activities should be considered at the early stage of creating this account, and are necessary actions that should be considered together when positioning.
　　商業(yè)定位不是簡單的說，我要接廣告、帶貨或者賣課程，而是規(guī)劃你的內(nèi)容如何創(chuàng)造商業(yè)價值。
　　Business positioning is not simply about accepting advertisements, promoting products, or selling courses, but about planning how your content can create commercial value.
　　這包括確定變現(xiàn)的模式、設(shè)定目標(biāo)受眾的商業(yè)行為，以及規(guī)劃商業(yè)內(nèi)容與常規(guī)內(nèi)容的比例。
　　This includes determining the monetization model, setting the commercial behavior of the target audience, and planning the ratio of commercial content to conventional content.
　　一位女裝博主如果計劃未來主要依靠自有品牌變現(xiàn)，那么她的內(nèi)容從一開始就要有圍繞產(chǎn)品開發(fā)、品牌故事和用戶關(guān)系建立展開。
　　If a women's clothing blogger plans to rely mainly on her own brand for monetization in the future, her content should revolve around product development, brand story, and user relationship building from the beginning.
　　將內(nèi)容與個人和自有品牌深度綁定，持續(xù)輸出。除此之外，商業(yè)定位還要考慮你與平臺的關(guān)系以及平臺的用戶的屬性。
　　Deeply bind content with individuals and private brands, and continuously output. In addition, business positioning also needs to consider your relationship with the platform and the attributes of the platform's users.
　　不同的平臺有不同的商業(yè)化政策和扶持的方向，不同的平臺的用戶對內(nèi)容的偏好有所不同，選擇與你的商業(yè)模式最匹配的平臺作為主戰(zhàn)場至關(guān)重要。沒有商業(yè)支撐的內(nèi)容創(chuàng)作很難持久，但過于商業(yè)化的內(nèi)容也會失去用戶。
　　Different platforms have different commercialization policies and support directions, and users on different platforms have different preferences for content. Choosing the platform that best matches your business model as the main battlefield is crucial. Content creation without commercial support is difficult to sustain, but overly commercialized content can also lose users.
　　要學(xué)著去找到平衡點。
　　Learn to find a balance point.
　　03差異策劃，在紅海中開辟藍海
　　03 Differential Planning, Opening up Blue Oceans in the Red Sea
　　短視頻存量時代，會有無數(shù)的創(chuàng)作者在同一時間進入同一領(lǐng)域。
　　In the era of short video stock, there will be countless creators entering the same field at the same time.
　　同質(zhì)化的內(nèi)容是不太可能有機會突圍的。這個時候，差異化的策劃就成了突圍的關(guān)鍵。
　　Homogenized content is unlikely to have a chance to break through. At this point, differentiated planning becomes the key to breakthrough.
　　所謂的差異，并不在于做什么，而在于怎么做。
　　The so-called difference lies not in what to do, but in how to do it.
　　構(gòu)建短視頻的維度包括表達者身份、目標(biāo)用戶、內(nèi)容形式、表達風(fēng)格、視覺呈現(xiàn)、更新頻率、互動方式等。你要做的就是在這些維度里構(gòu)建出與自己優(yōu)勢結(jié)合的差異化。
　　The dimensions of constructing short videos include the identity of the speaker, target users, content form, expression style, visual presentation, update frequency, interactive methods, etc. What you need to do is to build differentiation that combines your strengths in these dimensions.
　　一個旅行博主如果發(fā)現(xiàn)大多數(shù)同行都在展示美景，他就可以選擇聚焦于旅行中的文化故事，它還可以探秘旅游景點周邊的村民生活故事，他甚至還可以做預(yù)算旅行攻略來建立差異。
　　If a travel blogger finds that most of his peers are showcasing beautiful scenery, he can choose to focus on cultural stories during his travels. He can also explore the life stories of villagers around tourist attractions, and even create budget travel guides to establish differences.
　　差異化的核心是知道自己的用戶要什么，同時知道自己的競爭對手在做什么，研究這些，才能更有效的找到他們沒有覆蓋的空白點。差異化策劃的核心是出其不意，才能攻無不克。
　　The core of differentiation is to know what your users want, while also knowing what your competitors are doing. By studying these, you can more effectively identify the gaps that they have not covered. The core of differentiated planning is to be unexpected in order to be invincible.
　　差異化策劃的最終目標(biāo)是建立屬于你自己的品牌辨識度，讓用戶無論在什么平臺、什么場景之下，只要看到內(nèi)容就能立刻想起你。
　　The ultimate goal of differentiated planning is to establish your own brand recognition, so that users can immediately think of you no matter what platform or scene they are on.
　　04賬號搭建，打造專業(yè)的第一印象
　　04 Account Building, Creating a Professional First Impression
　　賬號是用戶了解你的第一個窗口，賬號搭建的專業(yè)定能幫你與用戶之間建立信任感，提高用戶的關(guān)注意愿。
　　An account is the first window through which users get to know you, and building a professional account can help establish trust between you and users and increase their willingness to follow.
　　賬號的搭建包括用戶名稱、頭像、簡介、封面圖、置頂內(nèi)容、粉絲群等元素。
　　The construction of an account includes elements such as user name, avatar, profile picture, cover image, pinned content, fan group, etc.
　　這些元素應(yīng)形成統(tǒng)一的視覺風(fēng)格和信息傳達，強化你的定位。
　　These elements should form a unified visual style and convey information, strengthening your positioning.
　　簡介部分尤為重要，它應(yīng)該在10S之內(nèi)能夠告訴用戶三個關(guān)鍵信息，你是誰、能夠提供什么價值、為什么要關(guān)注你。
　　The introduction section is particularly important as it should be able to tell users three key pieces of information within 10 seconds: who you are, what value you can provide, and why you should be of interest.
　　封面圖和置頂內(nèi)容應(yīng)展示你最高質(zhì)量的作品，或者是你的獨家產(chǎn)品和代表作，給新用戶留下深刻的印象。
　　The cover image and top content should showcase your highest quality work, or your exclusive products and representative works, leaving a deep impression on new users.
　　另外，要注意整體的風(fēng)格建立，一個精心設(shè)計的個人主頁能夠傳遞專業(yè)的態(tài)度，提高用戶的停留時長和互動意愿。
　　In addition, it is important to pay attention to the overall style building. A well-designed personal homepage can convey a professional attitude, increase user engagement and willingness to interact.
　　05拍攝剪輯，技術(shù)為內(nèi)容服務(wù)
　　05 Shooting and Editing, Technology Serving Content
　　拍攝和剪輯師短視頻內(nèi)容的技術(shù)實施環(huán)節(jié)，但技術(shù)永遠應(yīng)該問內(nèi)容服務(wù)。
　　The technical implementation process of shooting and editing short video content, but technology should always ask content services.
　　你不一定要追求昂貴的設(shè)備，但一定要選擇好適合你內(nèi)容形式的工具。
　　You don't necessarily have to pursue expensive equipment, but you must choose tools that are suitable for your content format.
　　對于大多數(shù)短視頻博主來說，一部智能手機也許已經(jīng)足夠完成高質(zhì)量的拍攝。
　　For most short video bloggers, a smartphone may already be sufficient to complete high-quality filming.
　　而對于追求更高水平的內(nèi)容創(chuàng)作和，則可能要考慮更高級的相機或攝影機。
　　For pursuing higher levels of content creation, it may be necessary to consider more advanced cameras or camcorders.
　　剪輯軟件的選擇應(yīng)考慮學(xué)習(xí)曲線和功能需求，由于歐美國家的影視一般是不加字幕的，而我們國內(nèi)的短視頻和用戶都習(xí)慣了有字幕的短視頻，所以沒有特殊的要求的話，其實剪映就能滿足大多數(shù)的剪輯需求。剪輯的節(jié)奏是短視頻的另一個關(guān)鍵因素，短視頻的開頭、中間以及結(jié)尾，應(yīng)該如何去抓住用戶的吸引力，并把故事表達清楚，往往需要通過剪輯來實現(xiàn)。
　　The selection of editing software should consider the learning curve and functional requirements. As movies and TV shows in European and American countries generally do not have subtitles, while short videos and users in China are accustomed to short videos with subtitles, if there are no special requirements, in fact, Jianying can meet most editing needs. The rhythm of editing is another key factor in short videos. The beginning, middle, and end of a short video often require editing to capture the user's attention and express the story clearly.
　　另外，常常被人們忽視的聲音，實際上對用戶的觀看有很大的影響。清晰的人物對白，合適的背景音樂，和恰當(dāng)?shù)穆曅Ф寄芨玫奶嵘髌返馁|(zhì)量。
　　In addition, the often overlooked voices actually have a significant impact on users' viewing experience. Clear character dialogue, appropriate background music, and appropriate sound effects can all better enhance the quality of the work.
　　06內(nèi)容創(chuàng)作，從創(chuàng)意到執(zhí)行
　　06 Content creation, from creativity to execution
　　內(nèi)容創(chuàng)作是短視頻運營的核心環(huán)節(jié)，它包括創(chuàng)意策劃、腳本創(chuàng)作、和實際執(zhí)行三個部分。
　　Content creation is the core link of short video operation, which includes three parts: creative planning, script creation, and actual execution.
　　其中：創(chuàng)意策劃又包括選題、素材收集、文案創(chuàng)作部分。腳本創(chuàng)作包括環(huán)境描述、人物臺詞、服化道、拆分鏡頭等環(huán)節(jié)。
　　Among them, creative planning includes topic selection, material collection, and copywriting. Script creation includes elements such as environment description, character dialogue, costume design, and shot splitting.
　　實際執(zhí)行又包括素材拍攝、聲音制作、美術(shù)編輯、后期剪輯等環(huán)節(jié)。
　　The actual execution includes material shooting, sound production, art editing, post production editing, and other stages.
　　創(chuàng)意策劃是建立在對用需求的深度理解之上的，關(guān)注熱點、挖掘用戶真實需求和行業(yè)內(nèi)容變化趨勢，從中發(fā)現(xiàn)和尋找創(chuàng)意靈感。腳本創(chuàng)作是將創(chuàng)意轉(zhuǎn)化為可執(zhí)行的SOP方案。即便是看起來比較隨意的視頻，背后也需要精心的腳本設(shè)計。
　　Creative planning is based on a deep understanding of user needs, focusing on hot topics, exploring users' real needs and industry content trends, and discovering and seeking creative inspiration from them. Script creation is the process of transforming ideas into executable SOP solutions. Even seemingly casual videos require careful script design behind them.
　　實際執(zhí)行，保持真實和自然往往比完美表演更打動人，優(yōu)質(zhì)的畫面和高標(biāo)準(zhǔn)的音效設(shè)計也更容易獲得用戶的喜愛。
　　In actual execution, maintaining authenticity and naturalness is often more touching than perfect performance, and high-quality visuals and high standard sound design are also more likely to win the love of users.
　　可以不用那么完美，但一定要展現(xiàn)真實的一面，這樣才能有效地與用戶建立連接。內(nèi)容的表現(xiàn)形式也可以是多種多樣的，它可以是真人口述、可以是視頻配音Vlog，可以是情景劇，也可以是圖文配音的PPT錄制，更可以是精致制作的動漫效果。
　　You don't need to be so perfect, but you must show your true side in order to effectively establish a connection with users. The expression of content can also be in various forms, such as live narration, video dubbing Vlogs, situational dramas, PPT recordings with graphic and textual dubbing, and even finely crafted anime effects.
　　07投放推廣，將內(nèi)容觸達率無限擴大
　　07 Launch promotion to infinitely expand content reach
　　在以算法為主導(dǎo)的平臺上，優(yōu)質(zhì)的內(nèi)容不一定立刻就能獲得曝光。
　　On algorithm driven platforms, high-quality content may not immediately gain exposure.
　　合理的利用投放推廣能夠快速地將內(nèi)容推送至用戶面前，突破流量瓶頸。
　　Reasonable use of advertising can quickly push content to users and break through traffic bottlenecks.
　　不同的平臺有不同的算法邏輯，需要針對性的制定推廣策略，一般而言主要包含投放目標(biāo)和投放時機兩種。
　　Different platforms have different algorithmic logics, and targeted promotion strategies need to be developed, which generally include two types: advertising targets and advertising timing.
　　投放目標(biāo)主要包括點贊評論、播放量、粉絲等，根據(jù)你賬號的不同的階段設(shè)計不同的投放目標(biāo)。
　　The main advertising targets include likes and comments, views, fans, etc. Design different advertising targets based on the different stages of your account.
　　投放時機主要包括新賬號發(fā)布新作品，老賬號發(fā)布新作品。
　　The timing of advertising mainly includes new accounts publishing new works and old accounts publishing new works.
　　時長建議一般為24小時，可以有效的覆蓋目標(biāo)用戶的全天時間段。
　　The recommended duration is generally 24 hours, which can effectively cover the target user's entire day period.
　　推廣預(yù)算應(yīng)該合理分配，通過小規(guī)模測試找到最佳的投放時間和目標(biāo)人群，然后擴大投放。
　　The promotion budget should be allocated reasonably, and the best placement time and target audience should be found through small-scale testing, and then the placement can be expanded.
　　推廣不僅僅是購買流量，還包括與其他博主合作、參與平臺活動、優(yōu)化長尾關(guān)鍵詞等多種方式。
　　Promotion is not just about buying traffic, but also includes various ways such as collaborating with other bloggers, participating in platform activities, and optimizing long tail keywords.
　　推廣的目標(biāo)不僅能獲得一次性的觀看量，還能積累忠實的粉絲和提高內(nèi)容人群的觸達范圍和觸達上深度，為長期發(fā)展奠定基礎(chǔ)的同時，盡早地與用戶建立關(guān)系。08數(shù)據(jù)分析，用數(shù)字指導(dǎo)決策數(shù)據(jù)分析是短視頻運營的導(dǎo)航，它能告訴你哪些方法是有效的，哪些內(nèi)容是需要調(diào)整的，核心指標(biāo)包括播放量、完播率、互動率和粉絲增長。
　　The goal of promotion is not only to gain one-time views, but also to accumulate loyal fans and improve the reach and depth of content audience, laying the foundation for long-term development while establishing relationships with users as early as possible. 08 Data analysis, using numbers to guide decision-making. Data analysis is the navigation for short video operations, which can tell you which methods are effective and which content needs to be adjusted. The core indicators include playback volume, completion rate, interaction rate, and fan growth.
　　這些指標(biāo)能夠有效地反映內(nèi)容的質(zhì)量和用戶的接受程度。其次是用戶畫像，內(nèi)容觀看的用戶畫像的基礎(chǔ)信息和用戶興趣是否和你的目標(biāo)用戶是一致的，這會影響到你將來的商業(yè)行為。
　　These indicators can effectively reflect the quality of content and the level of user acceptance. Secondly, there is the user profile. Whether the basic information and user interests of the user profile for content viewing are consistent with your target users will affect your future business behavior.
　　定期分析數(shù)據(jù)，尋找規(guī)律。例如哪種類型的內(nèi)容完播率比較高？什么時間發(fā)布獲得的互動最多？哪些話題能夠引起用戶的熱烈討論。數(shù)據(jù)不應(yīng)成為創(chuàng)作的枷鎖，而應(yīng)該成為改進的參考。
　　Regularly analyze data and search for patterns. For example, which type of content has a higher completion rate? When do you receive the most interaction when you publish? What topics can spark lively discussions among users. Data should not be a shackle for creativity, but a reference for improvement.
　　在保持核心定位的前提下，根據(jù)數(shù)據(jù)反饋優(yōu)化內(nèi)容細節(jié)。
　　Optimize content details based on data feedback while maintaining core positioning.
　　數(shù)據(jù)很好，就總結(jié)有點，形成固定的欄目。數(shù)據(jù)不好，就總結(jié)不足，從選題方向、腳本結(jié)構(gòu)、畫面元素多方維度的去尋找原因。最后的話短視頻運營的這8個步驟不是一次性的任務(wù)，而是一個需要持續(xù)優(yōu)化的循環(huán)系統(tǒng)。
　　The data is good, so summarize a bit and form a fixed column. If the data is not good, summarize the shortcomings and look for reasons from multiple dimensions such as topic selection direction, script structure, and visual elements. Finally, these 8 steps of short video operation are not one-time tasks, but a continuous optimization loop system.
　　成功的短視頻博主往往在內(nèi)容定位和商業(yè)定位上有著清晰的規(guī)劃，通過差異化策劃在競爭中脫穎而出。他們注重賬號的專業(yè)形象，不斷精進拍攝剪輯技術(shù)，堅持高質(zhì)量內(nèi)容創(chuàng)作，并懂得如何讓好內(nèi)容被更多人看到。更重要的是，他們不依賴直覺，而是基于數(shù)據(jù)分析做出決策。
　　Successful short video bloggers often have clear plans for content and business positioning, and stand out in competition through differentiated planning. They value the professional image of their accounts, constantly improve their filming and editing techniques, adhere to high-quality content creation, and know how to make good content visible to more people. More importantly, they do not rely on intuition, but make decisions based on data analysis.
　　這套系統(tǒng)化方法或許不能保證一夜爆紅，但它能大大提高成功的概率，并幫助你在短視頻領(lǐng)域建立可持續(xù)的事業(yè)。
　　This systematic approach may not guarantee overnight success, but it can greatly increase the probability of success and help you establish a sustainable career in the short video industry.

　　短視頻行業(yè)仍在快速變化，新的平臺、新的形式、新的用戶習(xí)慣不斷涌現(xiàn)。
　　The short video industry is still rapidly changing, with new platforms, new forms, and new user habits constantly emerging.
　　但無論環(huán)境如何變化，滿足用戶需求、提供獨特價值、持續(xù)優(yōu)化改進的基本原則不會改變。
　　But no matter how the environment changes, the basic principles of meeting user needs, providing unique value, and continuous optimization and improvement will not change.
　　掌握這八個步驟，不僅能幫助你在短視頻領(lǐng)域活下來，更能幫助你活得好，活得久。
　　Mastering these eight steps can not only help you survive in the field of short videos, but also help you live well and for a long time.