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1、直接展示，產(chǎn)品賣點(diǎn)

1. Direct display, product selling points

好的產(chǎn)品自帶吸引力和話題性，品牌可以直接在視頻中展示產(chǎn)品的差異點(diǎn)，通過(guò)解說(shuō)、對(duì)比、追熱點(diǎn)的方式巧妙地展示產(chǎn)品。例如，掛脖式電風(fēng)扇在短視頻里主打的差異點(diǎn)是便攜，在別的電風(fēng)扇還需要連接USB或用手舉著才能使用時(shí)，掛脖式電風(fēng)扇只要掛在脖子上，在享受清涼的同時(shí)又能解放雙手。這種差異點(diǎn)還可以用許多精妙的創(chuàng)意充分包裝。

Good products come with their own attractiveness and topicality. Brands can directly showcase the differences of their products in videos, cleverly showcasing them through commentary, comparison, and following hot topics. For example, the main difference of neck hanging electric fans in short videos is portability. When other electric fans still need to be connected to USB or held by hand to use, neck hanging electric fans can be hung around the neck to enjoy coolness while freeing up hands. This difference can be fully packaged with many ingenious ideas.

這種營(yíng)銷方法非常適合電商商家，尤其是一些新穎的商品，品牌方將產(chǎn)品的賣點(diǎn)、差異點(diǎn)羅列出來(lái)后，尋找有風(fēng)格標(biāo)簽的達(dá)人合作，達(dá)人根據(jù)產(chǎn)品的賣點(diǎn)結(jié)合自身的風(fēng)格，充分將產(chǎn)品優(yōu)勢(shì)展示出來(lái)，打造一個(gè)爆款熱銷品。

This marketing method is very suitable for e-commerce merchants, especially for some innovative products. After the brand lists the selling points and differences of the product, they look for influencers with style tags to cooperate with. Based on the selling points of the product and their own style, influencers fully showcase the advantages of the product and create a hot selling product.

2、植入場(chǎng)景，創(chuàng)意展示

2. Implant scenes, showcase creativity

場(chǎng)景植入與傳統(tǒng)廣告的產(chǎn)品植入類似，都是將品牌放在視頻中的顯眼位置展出，或者根據(jù)劇情將產(chǎn)品恰當(dāng)植入。例如，在很多情感類短視頻中，品牌方將DR鉆戒“一生只愛(ài)一人”的寓意植入劇情，這為DR鉆戒帶來(lái)了不菲的銷售額。

Scene implantation is similar to product implantation in traditional advertising, which involves displaying the brand in a prominent position in the video or appropriately implanting the product based on the plot. For example, in many emotional short videos, the brand embeds the meaning of "loving only one person for a lifetime" into the plot of DR diamond rings, which brings considerable sales to DR diamond rings.

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3、情懷打造，傳播文化

3. Creating Emotions and Spreading Culture

消費(fèi)者購(gòu)買產(chǎn)品，除了關(guān)注產(chǎn)品質(zhì)量、服務(wù)水平等，還會(huì)額外關(guān)注企業(yè)的情懷文化，尤其是對(duì)于一些有固定“粉絲”群體的國(guó)貨企業(yè)。在新產(chǎn)品上市的密集宣傳期，這類企業(yè)除了發(fā)布產(chǎn)品本身的廣告，也會(huì)渲染企業(yè)的人文情懷，讓消費(fèi)者感受到來(lái)自企業(yè)的溫度情懷，增加對(duì)企業(yè)的好感度。例如，只要有新產(chǎn)品面世，就會(huì)有很多小米員工發(fā)布日常短視頻，從產(chǎn)品設(shè)計(jì)、技術(shù)、宣發(fā)等不同崗位闡述新產(chǎn)品的誕生理念，用一個(gè)有溫度的視角幫助消費(fèi)者了解產(chǎn)品。

Consumers not only pay attention to product quality, service level, etc. when purchasing products, but also pay extra attention to the emotional culture of the enterprise, especially for some domestic enterprises with a fixed "fan" group. During the intensive promotion period of a new product launch, these companies not only advertise the product itself, but also highlight the company's humanistic feelings, allowing consumers to feel the warmth and emotions from the company and increase their favorability towards the company. For example, whenever a new product is launched, many Xiaomi employees will release daily short videos, explaining the birth concept of the new product from different positions such as product design, technology, and promotion, using a warm perspective to help consumers understand the product.

4、VIP 玩家，定向推廣

4. VIP players, targeted promotion

付費(fèi)功能是社交類App主要的收入來(lái)源之一，這種營(yíng)銷方法需要企業(yè)有充足的預(yù)算，當(dāng)然對(duì)于大企業(yè)來(lái)說(shuō)，這部分預(yù)算屬于企業(yè)的宣傳經(jīng)費(fèi)。

Paid features are one of the main sources of revenue for social apps, and this marketing method requires companies to have sufficient budget. Of course, for large enterprises, this budget belongs to the company's promotional expenses.

目前，短視頻常見(jiàn)的付費(fèi)功能有如下兩個(gè)：

At present, there are two common paid functions for short videos:

1）定向推廣，即把內(nèi)容精準(zhǔn)投放給某一類有此消費(fèi)需求(平臺(tái)根據(jù)關(guān)注度判斷)的觀眾。例如，賣鞋的廠家使用平臺(tái)付費(fèi)推廣功能，讓平時(shí)瀏覽鞋類視頻的觀眾看到他們的視頻。視頻推廣也是很多品牌獲取額外曝光的主要途徑。

1) Targeted promotion refers to the precise delivery of content to a certain audience with such consumption needs (determined by the platform's attention level). For example, shoe manufacturers use the platform's paid promotion feature to allow viewers who usually browse shoe videos to see their videos. Video promotion is also a major way for many brands to gain additional exposure.

2）認(rèn)證。短視頻認(rèn)證分為個(gè)人認(rèn)證和企業(yè)認(rèn)證兩種。

2) Certification. Short video authentication is divided into two types: personal authentication and enterprise authentication.

①個(gè)人認(rèn)證(黃V認(rèn)證)，即擁有平臺(tái)認(rèn)可的身份，一些特定的職業(yè)，如理財(cái)、房產(chǎn)投資達(dá)人等，必須擁有個(gè)人認(rèn)證才允許發(fā)布相關(guān)內(nèi)容，否則平臺(tái)將不予流量曝光。認(rèn)證后，達(dá)人將會(huì)獲得以下權(quán)益：

① Personal authentication (yellow V authentication) refers to having an identity recognized by the platform. Some specific professions, such as wealth management and real estate investment experts, must have personal authentication in order to be allowed to publish relevant content, otherwise the platform will not expose traffic. After certification, the influencer will receive the following benefits:

· 更容易上熱門，認(rèn)證后會(huì)升級(jí)成為平臺(tái)優(yōu)質(zhì)賬號(hào)，會(huì)提高賬號(hào)權(quán)重，更容易上熱門。

·It is easier to become popular, and after authentication, it will be upgraded to a high-quality account on the platform, which will increase the account's weight and make it easier to become popular.

· 獲取平臺(tái)更多推薦：擁有平臺(tái)認(rèn)可的“身份”，賬號(hào)內(nèi)容更容易得到推薦。

·Get more recommendations from the platform: Having a platform recognized "identity" makes it easier for account content to receive recommendations.

· 提升視頻審核速度：對(duì)于時(shí)效性比較強(qiáng)的內(nèi)容，認(rèn)證后的達(dá)人能更快搶占熱門。

·Improve video review speed: For content with strong timeliness, certified influencers can quickly seize popularity.

· 提升“粉絲”的信任感:這是打造個(gè)人IP的基礎(chǔ)，黃V認(rèn)證能提高達(dá)人的知名度及影響力。

·Enhancing the trust of 'fans': This is the foundation for building a personal IP, and yellow V certification can increase the visibility and influence of influencers.

②企業(yè)認(rèn)證(藍(lán)V認(rèn)證)，即擁有了平臺(tái)認(rèn)可的企業(yè)身份。藍(lán)V認(rèn)證能讓企業(yè)擁有更多與“粉絲”交互的權(quán)益，實(shí)現(xiàn)營(yíng)銷閉環(huán)。認(rèn)證后，企業(yè)將會(huì)獲得以下權(quán)益：

② Enterprise certification (Blue V certification) means having a platform recognized corporate identity. Blue V certification can give companies more rights to interact with their fans and achieve a closed-loop marketing strategy. After certification, the enterprise will receive the following benefits:

· 藍(lán)V標(biāo)識(shí)：公示權(quán)威身份，使其公信力更強(qiáng)。

·Blue V logo: Publicize authoritative identity to enhance its credibility.

· 昵稱鎖定：搜索時(shí)企業(yè)昵稱置頂顯示，且昵稱不重名。

·Nickname lock: When searching, the enterprise nickname should be displayed at the top, and the nickname should not be the same.

· 外鏈按鈕：支持跳轉(zhuǎn)外鏈，展現(xiàn)個(gè)性化的內(nèi)容。

·External link button: supports jumping to external links and displays personalized content.

· 商家頁(yè)面：首頁(yè)展示商家信息，有利于用戶在第一時(shí)間獲取信息。

·Merchant page: The homepage displays merchant information, which is beneficial for users to obtain information in the first time.

· 活動(dòng)卡券：打通線上線下，精準(zhǔn)推送給有需求的人。

·Activity coupons: Connect online and offline channels, and accurately deliver to those in need.

5、與網(wǎng)絡(luò)紅人合作，實(shí)現(xiàn)傳播最大化

5. Collaborate with internet celebrities to achieve maximum dissemination

品牌如果只依靠自己的流量，往往傳播力有限，而如果與相同品類的流量大號(hào)、紅人大號(hào)合作，則能把傳播效應(yīng)最大化。

If a brand relies solely on its own traffic, its dissemination power is often limited. However, if it cooperates with traffic and influencer accounts of the same category, it can maximize the dissemination effect.

大號(hào)的“粉絲”群體可以被看作一個(gè)私域流量池，而“粉絲”對(duì)網(wǎng)絡(luò)紅人有一定的信任度和好感度，借助紅人的力量在流量池里推廣產(chǎn)品，能夠?qū)崿F(xiàn)傳播及轉(zhuǎn)換最大化。

The large "fan" group can be seen as a private domain traffic pool, and "fans" have a certain degree of trust and favorability towards internet celebrities. By leveraging the power of celebrities to promote products in the traffic pool, it is possible to achieve maximum dissemination and conversion.

當(dāng)然，正因?yàn)榫W(wǎng)絡(luò)紅人的流量池存在信任關(guān)系，所以很多紅人對(duì)產(chǎn)品都會(huì)有嚴(yán)格的審核機(jī)制。

Of course, precisely because there is a trust relationship in the traffic pool of internet celebrities, many of them have strict review mechanisms for their products.