現在打開短視頻平臺，到處都是企業老板、創始人親自下場做內容的身影。有人靠幾條視頻帶火一款產品，有人卻忙活大半年沒半點水花。其實企業做短視頻，從來不是“拍得好看”就能成，背后藏著一套關于品牌、產品和市場的底層邏輯。今天就把小編深耕企業短視頻5年的實戰經驗，整理成干貨分享給大家——沒有空洞理論，全是踩過坑、拿到結果后總結的實在話，看懂照做，大概率能避開80%的無效努力。
　　Nowadays, when you open short video platforms, you can see the figures of business owners and founders personally creating content everywhere. Some people use a few videos to make a product popular, while others have been busy for half a year without any success. In fact, making short videos for enterprises is never just about "making them look good". Behind it lies a set of underlying logic about brand, product, and market. Today, I will share with you my practical experience of cultivating enterprise short videos for 5 years - there are no empty theories, only practical words summarized after stepping into pitfalls and obtaining results. By understanding and following them, you are likely to avoid 80% of ineffective efforts.

　　1. 線下根基穩，線上才能飛：雙向賦能引爆企業勢能
　　1. Stable offline foundation, only online can fly: two-way empowerment ignites enterprise potential energy
　　很多人誤以為做線上是“另起爐灶”，其實線下已經做得出色的品牌，挪到線上往往能更快起量。核心原因很簡單：群眾基礎扎實，線上線下形成閉環后，初期靠線下口碑帶動線上認知，后期再用線上流量反哺線下銷量，兩者相互促進、形成合力，最終放大整個企業的勢能。
　　Many people mistakenly believe that starting online is like starting a new business, but in fact, brands that have already done well offline can often achieve faster growth by moving online. The core reason is simple: the foundation of the masses is solid, and after forming a closed loop online and offline, the initial stage relies on offline reputation to drive online cognition, and later uses online traffic to feed back offline sales. The two mutually promote and form a synergy, ultimately amplifying the potential of the entire enterprise.
　　而這一切的核心目的，就是讓你的品牌信息精準觸達更多人。當用戶在不同場景反復看到你的品牌時，能產生“咦，這個品牌我好像有印象”的熟悉感——這種潛意識里的認知，就是后續轉化的關鍵前提。
　　The core purpose of all of this is to accurately reach more people with your brand information. When users repeatedly see your brand in different scenarios, they can generate a sense of familiarity with "Oh, I seem to have an impression of this brand" - this subconscious cognition is the key prerequisite for subsequent conversion.
　　2. 創始人是品牌的“溫度擔當”：用個人IP激活品牌生命力
　　2. The founder is the "warmth responsible" of the brand: activating the brand's vitality with personal IP
　　客觀來說，企業本身是冰冷的商業主體，產品也只是具備功能屬性的物件，很難讓用戶產生情感共鳴。但創始人不一樣，你的經歷、理念、價值觀都是有溫度的，這些溫度恰恰是品牌最好的“粘合劑”。
　　Objectively speaking, enterprises themselves are cold commercial entities, and products are only objects with functional attributes, making it difficult for users to resonate emotionally. But the founder is different, your experiences, ideas, and values all have warmth, and these warmth are precisely the best "glue" for the brand.
　　當創始人親自下場做內容，把自己的思考、創業故事、對產品的堅守傳遞出去時，這種個人魅力會反向賦能企業品牌和產品，讓用戶因為認可你這個人，進而信任你的品牌、選擇你的產品。
　　When the founder personally goes out to create content, conveying their thoughts, entrepreneurial story, and commitment to the product, this personal charm will empower the company's brand and products in reverse, allowing users to trust your brand and choose your product because they recognize you as a person.
　　3. 沒有線下根基，線上難成氣候：別指望“點石成金”
　　3. Without an offline foundation, it's difficult to achieve success online: Don't expect to turn a stone into gold
　　反之，如果企業在線下本身就沒有品牌積淀，想單純靠線上“逆襲”，難度極大。尤其是那些產品不完善、公司運營毫無體系的企業，更要認清現實：點石成金的前提，至少得有“石頭”作為基礎，可很多企業連“泥巴”都算不上，既沒有核心競爭力，也沒有穩定的產品支撐，再怎么折騰短視頻，也很難有結果。
　　On the contrary, if a company does not have brand accumulation offline and wants to rely solely on online "counterattack", it is extremely difficult. Especially for those enterprises with imperfect products and no systematic operation, it is even more important to recognize the reality: the prerequisite for turning a stone into gold is to have at least a "stone" as the foundation, but many enterprises cannot even be considered "mud", without core competitiveness or stable product support. No matter how they tinker with short videos, it is difficult to achieve results.
　　4. 選對高需求賽道：站在風口上，輕松事半功倍
　　4. Choose the right high demand track: stand on the wind, easily achieve twice the result with half the effort
　　除了靠品牌積淀，還有一種“捷徑”——選擇市場需求足夠大的賽道。這類行業本身就自帶流量，比如南陽的陽光房行業、自建別墅配套產業、水泥房建造、特色白水豬頭品類等。
　　In addition to relying on brand accumulation, there is also a shortcut - choosing a track with sufficient market demand. This type of industry itself comes with traffic, such as the sunroom industry, self built villa supporting industry, cement house construction, and specialty white water pig head category in Nanyang.
　　在這些高需求賽道里做短視頻，哪怕你的內容制作不算頂尖，只要清晰傳遞出產品信息，就能吸引到精準客戶。畢竟需求擺在那里，用戶本身就在主動尋找解決方案，你的視頻只要剛好觸達他們，就能產生效果。
　　Making short videos in these high demand tracks, even if your content production is not top-notch, as long as you clearly convey product information, you can attract precise customers. After all, the demand is there, and users themselves are actively seeking solutions. As long as your video reaches them, it can produce results.
　　5. 方向比努力重要：選對路，才能少走冤枉路
　　5. Direction is more important than effort: choosing the right path is the key to avoiding unnecessary detours
　　最后一點，也是最核心的：企業做短視頻，方向錯了，再努力都是白費。無論是依托線下品牌優勢，還是打造創始人IP，亦或是選擇高需求賽道，本質上都是在找對的方向。方向選對了，后續的內容創作、運營推廣才能事半功倍；方向錯了，只會在錯誤的路上越走越遠。
　　The last and most crucial point is that when companies make short videos, if they go in the wrong direction, no matter how hard they try, it will be in vain. Whether relying on offline brand advantages, building founder IP, or choosing high demand tracks, it is essentially finding the right direction. Choosing the right direction will make subsequent content creation, operation, and promotion more efficient; If you go in the wrong direction, you will only go further and further on the wrong path.
　　金句：企業短視頻的核心，從來不是“流量游戲”，而是“價值匹配”——讓你的品牌、產品，精準遇見需要它的人。
　　The core of enterprise short videos has never been a "traffic game", but a "value matching" - allowing your brand and product to accurately meet the people who need it.
　　本文由 濟南短視頻運營 友情奉獻.更多有關的知識請點擊 https://www.xinnuoshang.cn/ 真誠的態度.為您提供為全面的服務.更多有關的知識我們將會陸續向大家奉獻.敬請期待.
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