在注意力稀缺的時(shí)代，短視頻以其 “短平快” 的傳播特性，成為企業(yè)突破營(yíng)銷(xiāo)困境的利器。當(dāng)流量紅利逐漸消退，企業(yè)如何從千篇一律的內(nèi)容競(jìng)爭(zhēng)中突圍？答案在于把握短視頻推廣的底層邏輯，將流量轉(zhuǎn)化為品牌資產(chǎn)，實(shí)現(xiàn)從 “流量爭(zhēng)奪” 到 “價(jià)值深耕” 的跨越。?
In the era of scarce attention, short videos have become a powerful tool for enterprises to break through marketing difficulties due to their "short, flat, and fast" dissemination characteristics. As the traffic dividend gradually fades, how can enterprises break through from the monotonous content competition? The answer lies in grasping the underlying logic of short video promotion, transforming traffic into brand assets, and achieving a leap from "traffic competition" to "value cultivation". ?
一、流量生態(tài)重構(gòu)：短視頻推廣的新戰(zhàn)場(chǎng)?
1、 Traffic Ecological Reconstruction: A New Battlefield for Short Video Promotion
短視頻平臺(tái)已形成 “全民參與、全時(shí)在線(xiàn)” 的流量生態(tài)。抖音的日活突破 7 億，快手的下沉市場(chǎng)滲透率超 60%，小紅書(shū)月活用戶(hù)中 80% 為女性，B 站 Z 世代用戶(hù)占比達(dá) 78% 。這些數(shù)據(jù)背后，是企業(yè)必須精準(zhǔn)錨定的目標(biāo)客群。某新能源汽車(chē)品牌通過(guò)在抖音發(fā)布 “科技感試駕” 短視頻，利用平臺(tái)算法推薦給關(guān)注汽車(chē)、科技領(lǐng)域的用戶(hù)，單條視頻播放量突破 5000 萬(wàn)，成功將流量轉(zhuǎn)化為線(xiàn)下試駕訂單。?
Short video platforms have formed a traffic ecosystem of "public participation and full-time online". Tiktok's daily activity exceeded 700 million, Kwai's sinking market penetration exceeded 60%, 80% of Xiaohongshuyuehuo's users were women, and 78% of Station B's Z. Behind these data is the target customer group that enterprises must precisely anchor. A new energy vehicle brand has successfully converted traffic into offline test drive orders by releasing a "sense of technology test drive" short video on Tiktok and using platform algorithms to recommend it to users who are concerned about cars and technology. ?
流量獲取模式也在發(fā)生變革。過(guò)去依賴(lài)頭部達(dá)人 “單點(diǎn)爆破” 的策略，逐漸轉(zhuǎn)向 “腰部達(dá)人矩陣 + 素人種草” 的組合拳。美妝品牌完美日記通過(guò)與 2000 + 腰部達(dá)人合作，發(fā)布真實(shí)測(cè)評(píng)視頻，實(shí)現(xiàn) “小而美” 的精準(zhǔn)觸達(dá)，累計(jì)獲得超 10 億次曝光。?
The traffic acquisition mode is also undergoing changes. The strategy of relying on top experts for "single point blasting" in the past has gradually shifted to a combination of "waist expert matrix+amateur grass planting". Beauty brand Perfect Diary has collaborated with over 2000 waist experts to release authentic review videos, achieving precise outreach of "small yet beautiful" and accumulating over 1 billion exposures. ?

二、內(nèi)容生產(chǎn)革命：從創(chuàng)意輸出到價(jià)值共創(chuàng)?
2、 Content Production Revolution: From Creative Output to Value Co Creation
企業(yè)短視頻內(nèi)容正從單向傳播轉(zhuǎn)向用戶(hù)共創(chuàng)。哈根達(dá)斯在抖音發(fā)起 #創(chuàng)意冰淇淋吃法挑戰(zhàn)，用戶(hù)自發(fā)上傳創(chuàng)意視頻，品牌從中篩選優(yōu)質(zhì)內(nèi)容二次傳播，形成 UGC（用戶(hù)生成內(nèi)容）生態(tài)，話(huà)題播放量突破 8 億次。這種模式不僅降低了內(nèi)容生產(chǎn)成本，更增強(qiáng)了用戶(hù)的品牌歸屬感。?
Enterprise short video content is shifting from one-way dissemination to user co creation. Haagen Dazs launched the # creative ice cream eating challenge in Tiktok. Users spontaneously uploaded creative videos, from which the brand screened high-quality content for secondary dissemination, forming a UGC (user generated content) ecology, and the number of topic broadcasts exceeded 800 million times. This model not only reduces content production costs, but also enhances users' sense of brand belonging. ?
AI 技術(shù)正在重塑內(nèi)容生產(chǎn)流程。通過(guò) AI 腳本生成工具，企業(yè)可快速產(chǎn)出多條不同風(fēng)格的文案；智能剪輯軟件能自動(dòng)匹配背景音樂(lè)、添加特效，將視頻制作效率提升 3 倍以上。某快消品牌利用 AI 生成 100 個(gè)不同版本的產(chǎn)品短視頻，通過(guò) A/B 測(cè)試找到最佳傳播方案，轉(zhuǎn)化率提升 40%。?
AI technology is reshaping the content production process. Through AI script generation tools, enterprises can quickly produce multiple different styles of copy; Intelligent editing software can automatically match background music, add special effects, and increase video production efficiency by more than three times. A certain fast-moving consumer goods brand used AI to generate 100 different versions of product short videos, and found the best communication plan through A/B testing, resulting in a 40% increase in conversion rate. ?
三、跨平臺(tái)運(yùn)營(yíng)：構(gòu)建全域營(yíng)銷(xiāo)矩陣?
3、 Cross platform operation: building a comprehensive marketing matrix
單一平臺(tái)已無(wú)法滿(mǎn)足企業(yè)的推廣需求，跨平臺(tái)運(yùn)營(yíng)成為必然趨勢(shì)。服裝品牌 UR 在抖音進(jìn)行直播帶貨，在小紅書(shū)發(fā)布穿搭教程，在 B 站投放創(chuàng)意中插廣告，通過(guò)不同平臺(tái)的差異化內(nèi)容，實(shí)現(xiàn)品牌曝光與銷(xiāo)售轉(zhuǎn)化的雙重目標(biāo)。數(shù)據(jù)顯示，跨平臺(tái)運(yùn)營(yíng)使品牌的用戶(hù)觸達(dá)效率提升 65%。?
A single platform can no longer meet the promotion needs of enterprises, and cross platform operation has become an inevitable trend. The clothing brand UR carries out live broadcast of goods in Tiktok, publishes the dress and style tutorial in Little Red Book, and inserts advertisements in the creativity of station B. Through the differentiated content of different platforms, it achieves the dual goals of brand exposure and sales transformation. Data shows that cross platform operations have increased brand user reach efficiency by 65%. ?
平臺(tái)間的流量互通也帶來(lái)新機(jī)遇。微信視頻號(hào)與朋友圈、公眾號(hào)的無(wú)縫銜接，為企業(yè)提供了 “內(nèi)容種草 - 社交裂變 - 私域沉淀” 的完整鏈路。某教育機(jī)構(gòu)在視頻號(hào)發(fā)布知識(shí)科普短視頻，通過(guò)朋友圈轉(zhuǎn)發(fā)形成裂變傳播，3 天內(nèi)新增私域用戶(hù) 5 萬(wàn)人。
The exchange of traffic between platforms also brings new opportunities. The seamless connection of WeChat video account with the circle of friends and official account provides enterprises with a complete link of "content planting - social fission - private precipitation". A certain educational institution posted knowledge popularization short videos on its video account, which were shared on social media and spread rapidly. Within 3 days, 50000 new private domain users were added.
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