運(yùn)營(yíng)方案的目的
The purpose of the operational plan
做這個(gè)短視頻賬號(hào)，或者賬號(hào)矩陣，是為了什么。這個(gè)需要和具體的產(chǎn)品或者服務(wù)相結(jié)合。如果有能變現(xiàn)的產(chǎn)品和服務(wù)，就需要把在短視頻賬號(hào)運(yùn)營(yíng)當(dāng)中體現(xiàn)出要轉(zhuǎn)化的產(chǎn)品或服務(wù)。
What is the purpose of creating this short video account, or account matrix. This needs to be combined with specific products or services. If there are products and services that can be monetized, it is necessary to reflect the key products or services that need to be converted in the operation of short video accounts.
賬號(hào)的內(nèi)容定位
Content positioning of the account
內(nèi)容的定位取決于賬號(hào)的定位，只有賬號(hào)的定位才能決定內(nèi)容的走向。要了解的是目標(biāo)群體需求內(nèi)容是什么，就可以針對(duì)用戶需要去拍攝視頻，加入一些文案及背景音樂(lè)，烘托氛圍。
The positioning of content depends on the positioning of the account, and only the positioning of the account can determine the direction of the content. The first thing to understand is what the target audience needs in terms of content, so you can shoot videos tailored to the user's needs, add some copywriting and background music, and enhance the atmosphere.
養(yǎng)號(hào)
Nursing account
在賬號(hào)的定位想清楚之后，千萬(wàn)不要急著發(fā)視頻，先用一個(gè)星期左右的時(shí)間把這個(gè)賬號(hào)養(yǎng)起來(lái)。每天至少要用這個(gè)短視頻賬號(hào)看一個(gè)小時(shí)的視頻，然后碰見(jiàn)比較好的作品可以關(guān)注點(diǎn)贊和評(píng)論，讓這個(gè)賬號(hào)一直保持活躍的狀態(tài)。
After figuring out the positioning of the account, don't rush to post a video. First, take about a week to keep the account up. Use this short video account to watch videos for at least one hour every day, and then follow and comment on good works to keep the account active.
內(nèi)容策劃
Content planning
這部分是。制定出一個(gè)內(nèi)容大致框架，這樣對(duì)于拍攝、制作短視頻就有一個(gè)大致思路，知道如何下手、如何去做等頭緒。這樣有規(guī)劃性的制作流程，才能保證視頻內(nèi)容的質(zhì)量以及完整性，如此一來(lái)會(huì)更容易獲得用戶的青睞。對(duì)于視頻內(nèi)容可以從市場(chǎng)隨機(jī)調(diào)查、自身興趣愛(ài)好、用戶的需求以及視頻時(shí)長(zhǎng)來(lái)著手進(jìn)行。
This part is the focus. Develop a general framework for the content, so that you have a general idea for shooting and producing short videos, knowing how to start and how to do it. This planned production process can ensure the quality and completeness of video content, making it easier to win the favor of users. For video content, we can start with random market surveys, personal interests, user needs, and video duration.
一個(gè)成功的短視頻，其內(nèi)容內(nèi)核一定是能與大眾產(chǎn)生情感共鳴的，這種情感表現(xiàn)在共同的經(jīng)歷、共同的生活環(huán)境以及共同的觀念等。
A successful short video must have a core content that resonates emotionally with the public, manifested in shared experiences, shared living environments, and shared beliefs.
對(duì)于策劃和不太明白的伙伴，可以學(xué)習(xí)中視商學(xué)院的課程，平臺(tái)提供、系統(tǒng)、具有實(shí)戰(zhàn)實(shí)操性的的短視頻培訓(xùn)。
For partners who are planning and not very clear, they can study the courses of CTV Business School, and the platform provides professional, systematic, and practical short video training.
方案執(zhí)行
Plan execution
制定出方案之后接下來(lái)就是執(zhí)行方案了，只有執(zhí)行性的方案才有價(jià)值、才有意義。
After formulating the plan, the next step is to execute it. Only executable plans are valuable and meaningful.
比如道具的合理利用，輔助視頻的拍攝以及剪輯，充分近乎完美地展示到用戶面前，選擇一個(gè)適宜的時(shí)間段、地段去投放市場(chǎng)，以此來(lái)吸引更多的用戶了解我們。
For example, the rational use of props, the filming and editing of auxiliary videos, fully and almost perfectly displaying them to users, selecting a suitable time period and location to launch in the market, in order to attract more users to understand us.
內(nèi)容推廣
Content promotion
內(nèi)容的推廣需要技巧性地吸引到用戶，短視頻內(nèi)容往往是決定整個(gè)視頻發(fā)展前景。再好的視頻內(nèi)容沒(méi)有得到一個(gè)好的推廣，那么它將被淹沒(méi)；反之，就算是平淡的視頻內(nèi)容得到一個(gè)好的推廣的話，那么它將可能帶來(lái)巨大利益。
The promotion of content requires skillfully attracting users, and short video content often determines the overall development prospects of the video. No matter how good the video content is not promoted well, it will be submerged; On the contrary, even if plain video content is well promoted, it may bring huge benefits.
粉絲運(yùn)營(yíng)
Fan operation
漲粉是個(gè)任務(wù)指標(biāo)。具體漲粉增粉策略，分為平臺(tái)內(nèi)，和平臺(tái)外。
Rising popularity is a task indicator. The specific strategies for increasing the number of followers include within the platform and outside the platform.
平臺(tái)內(nèi)有很多具體的方法和套路，比如評(píng)論區(qū)互動(dòng)，就是很重要的一個(gè)點(diǎn)。
There are many specific methods and routines within the platform, such as interactive comments, which is a very important point.
