1，抖音視頻特點(diǎn)
　　1. Features of Tiktok video
　　抖音內(nèi)容創(chuàng)作的第一步是確定內(nèi)容制作的形式。抖音平臺(tái)的內(nèi)容應(yīng)根據(jù)抖音平臺(tái)的互動(dòng)特點(diǎn)、短視頻生態(tài)和用戶使用習(xí)慣，具有以下特點(diǎn)：
　　The first step of Tiktok content creation is to determine the form of content production. The content of Tiktok platform should have the following characteristics according to the interaction characteristics of Tiktok platform, short video ecology and user habits:
　　① 時(shí)長(zhǎng)短
　　① Duration
　　抖音之前的視頻時(shí)間限制為15秒，之后打開(kāi)了1分鐘和長(zhǎng)視頻權(quán)限。事實(shí)上，對(duì)于普通創(chuàng)作者來(lái)說(shuō)，15秒就足夠了。
　　The video time before Tiktok is limited to 15 seconds, and then 1 minute and long video permissions are opened. In fact, for ordinary creators, 15 seconds is enough.
　　建議新手將視頻長(zhǎng)度控制在15秒左右。在表達(dá)主題的基礎(chǔ)上，視頻越短，越精越好。
　　It is recommended that beginners control the video length to around 15 seconds. On the basis of expressing the theme, the shorter and more refined the video, the better.
　　在后期，即使你可以發(fā)布長(zhǎng)視頻，也不要輕易制作太長(zhǎng)的視頻。
　　In the later stage, even if you can post long videos, do not easily create videos that are too long.
　　一旦視頻太長(zhǎng)，首先很容易結(jié)構(gòu)不緊湊，影響內(nèi)容質(zhì)量；其次，用戶閱讀的可能性較低，完播率的比例也會(huì)下降。
　　Once the video is too long, it is easy for the structure to be loose, which affects the quality of the content; Secondly, the likelihood of users reading is low, and the completion rate will also decrease.
　　15秒不是絕對(duì)的限制。當(dāng)你能創(chuàng)建一個(gè)長(zhǎng)而高質(zhì)量的內(nèi)容時(shí)，你可以發(fā)布一分鐘或更長(zhǎng)的視頻。
　　15 seconds is not an absolute limit. When you are able to create long and high-quality content, you can post a one minute or longer video.
　　不過(guò)，需要小心。如果視頻不能保證持續(xù)的吸引力，則必須遵循時(shí)間短的原則。
　　However, caution is needed. If the video cannot guarantee sustained appeal, the principle of short duration must be followed.
　　② 開(kāi)頭有趣
　　② Interesting beginning
　　抖音視頻開(kāi)頭的3秒鐘非常重要。當(dāng)用戶瀏覽視頻，不知道視頻的內(nèi)容時(shí)，他會(huì)繼續(xù)觀看來(lái)確定視頻的內(nèi)容，并確認(rèn)他是否感興趣。
　　The first three seconds of the Tiktok video are very important. When users browse videos without knowing the content, they will continue to watch to determine the content of the video and confirm whether they are interested.
　　創(chuàng)作者需要利用視頻的前3秒來(lái)吸引用戶的注意力，讓用戶看下去。
　　Creators need to use the first 3 seconds of the video to attract users' attention and keep them watching.
　　制作視頻時(shí)，要注意開(kāi)頭有趣的原則，仔細(xì)設(shè)置視頻的開(kāi)頭。吸引力可以通過(guò)提問(wèn)、提問(wèn)、夸張、一句話總結(jié)要點(diǎn)等方式提高，讓用戶有看下去的欲望。
　　When making a video, pay attention to the principle of having an interesting beginning and carefully set the beginning of the video. Attraction can be enhanced through questioning, exaggeration, summarizing key points in one sentence, and other methods to make users have the desire to continue reading.
　　③ 節(jié)奏感
　　③ Rhythm sense
　　抖音最初是一個(gè)音樂(lè)社區(qū)，有很強(qiáng)的音樂(lè)風(fēng)格。在抖音視頻的制作中，無(wú)論是配樂(lè)還是編輯，都應(yīng)該盡可能有節(jié)奏感，以提高視頻的聲畫吸引力。
　　Tiktok was originally a music community with a strong music style. In the production of Tiktok video, both the soundtrack and the editor should have a sense of rhythm as far as possible to improve the appeal of the sound and picture of the video.
　　在選擇抖音視頻配樂(lè)時(shí)，可以選擇節(jié)奏感強(qiáng)、內(nèi)容一致的流行音樂(lè)作為配樂(lè)。在視頻編輯中，可以使用跳剪、加速播放、音樂(lè)踩點(diǎn)等方式來(lái)提高視頻的節(jié)奏感。
　　When choosing Tiktok video score, you can choose pop music with strong rhythm and consistent content as the score. In video editing, methods such as skip cutting, accelerated playback, and music tapping can be used to enhance the rhythm of the video.
　　④ 結(jié)尾有料
　　④ Ending with material
　　視頻的結(jié)尾也很重要，結(jié)尾決定了用戶是否可以看完，是否會(huì)喜歡它。
　　The ending of a video is also important, as it determines whether the user can watch it and whether they will like it.
　　在視頻設(shè)計(jì)中，為了提高結(jié)尾的質(zhì)量，通過(guò)結(jié)尾逆轉(zhuǎn)、最后的答案、埋彩蛋等方式來(lái)提高用戶在視頻結(jié)尾的收益感，從而提高視頻的完成率和互動(dòng)率。
　　In video design, in order to improve the quality of the ending, methods such as ending reversal, final answers, and Easter eggs are used to enhance users' sense of gain at the end of the video, thereby increasing the completion rate and interaction rate of the video.
　　⑤ 字幕炫酷
　　⑤ Subtitles are cool
　　玩抖音不僅僅是看視頻，更是看視頻、聽(tīng)聲音、看文字的綜合體驗(yàn)。抖音的內(nèi)容不僅要有美麗的視頻畫面，還要有清晰的文字和良好的臺(tái)詞。
　　Playing Tiktok is not just watching videos, but also a comprehensive experience of watching videos, listening to sounds, and reading words. The content of Tiktok should not only have beautiful video pictures, but also have clear words and good lines.
　　抖音視頻通常節(jié)奏快，語(yǔ)速快。如果沒(méi)有字幕，或者字幕不清晰，會(huì)影響用戶對(duì)視頻內(nèi)容的體驗(yàn)。
　　Tiktok videos usually have fast rhythm and speech speed. If there are no subtitles or the subtitles are unclear, it will affect the user's experience of the video content.
　　字幕可以通過(guò)剪輯自動(dòng)識(shí)別聲音快速添加，關(guān)鍵詞可以通過(guò)圖片中的大字、動(dòng)態(tài)字幕、字幕變色等方式彈出，強(qiáng)調(diào)核心內(nèi)容。
　　Subtitles can be quickly added by automatically recognizing sounds through editing, and keywords can be popped up through large characters in images, dynamic subtitles, subtitle color changes, etc., emphasizing the core content.
　　使視頻視覺(jué)效果更好，同時(shí)通過(guò)字幕內(nèi)容增強(qiáng)用戶感知。
　　Improve the visual effect of the video while enhancing user perception through subtitle content.
　　2，視頻創(chuàng)作流程
　　2. Video creation process
　　① 確定主題
　　① Determine the theme
　　我發(fā)現(xiàn)許多小白創(chuàng)作的視頻缺乏主題。他發(fā)了一段視頻，我很困惑，不知道他想說(shuō)什么，也不知道視頻存在的意義。這樣的視頻不可能爆的。
　　I have found that many videos created by novices lack themes. He posted a video, and I was confused. I didn't know what he wanted to say or the purpose of the video. This kind of video cannot go viral.
　　主題是視頻的靈魂。創(chuàng)建視頻的第一步是確定主題，然后緊緊圍繞主題表達(dá)內(nèi)容。主題是視頻的內(nèi)容。最好用一句話解釋主題，然后讓用戶在15秒內(nèi)了解具體內(nèi)容。
　　The theme is the soul of the video. The first step in creating a video is to determine the theme and then express the content closely around it. The theme is the content of the video. It is best to explain the topic in one sentence and let the user understand the specific content within 15 seconds.
　　通常根據(jù)賬號(hào)定位明確幾個(gè)可以做的大方向，擴(kuò)展思維。然后在各個(gè)方向上詳細(xì)思考具體內(nèi)容，標(biāo)出關(guān)鍵詞，然后根據(jù)關(guān)鍵詞詳細(xì)布局出每周和每天的主題。
　　Usually, based on account positioning, identify several major directions that can be done to expand thinking. Then carefully consider the specific content in various directions, mark the keywords, and then layout the weekly and daily themes in detail based on the keywords.
　　可以根據(jù)每月和每周的計(jì)劃，首先寫出每月的方向和每周的主題。然后根據(jù)本周的主題創(chuàng)建每天的具體內(nèi)容。
　　You can first write out the monthly direction and weekly theme based on the monthly and weekly plans. Then create specific content for each day based on the theme of this week.
　　比如“荔枝電商”這個(gè)賬號(hào)，定位為電商和新媒體內(nèi)容分享，則創(chuàng)作方向可以是新知識(shí)分享、平臺(tái)運(yùn)營(yíng)，案例解析、工具講解、熱門話題創(chuàng)作等。
　　For example, if the account "Litchi E-commerce" is positioned as an e-commerce and new media content sharing platform, the creative direction can be new knowledge sharing, platform operation, case analysis, tool explanation, hot topic creation, etc.
　　然后新媒體平臺(tái)運(yùn)營(yíng)方向，又可以分為微博、微信、抖音、自媒體、快手等平臺(tái)，在抖音平臺(tái)上，又可以有抖音上熱門技巧、抖音豎屏拍攝技巧、抖音視頻剪輯技巧、抖音字幕添加技巧等主題。
　　Then the operation direction of new media platform can be divided into microblog, WeChat, Tiktok, We Media, Kwai and other platforms. On the Tiktok platform, there can be popular skills on Tiktok, Tiktok vertical screen shooting skills, Tiktok video editing skills, Tiktok subtitle adding skills and other topics.
　　這樣從宏觀到具體，既能保證創(chuàng)作思路源源不斷，又能保證每期內(nèi)容不偏離定位。每期主題按規(guī)劃進(jìn)行創(chuàng)作，保證了執(zhí)行的有效性，同時(shí)可以通過(guò)計(jì)劃性運(yùn)營(yíng)，檢驗(yàn)不同內(nèi)容對(duì)用戶的友好性，有利于在持續(xù)運(yùn)營(yíng)中優(yōu)化。
　　This way, from macro to specific, can ensure a continuous flow of creative ideas and ensure that each issue's content does not deviate from its positioning. Each theme is created according to the plan, ensuring the effectiveness of execution. At the same time, through planned operation, the user friendliness of different content can be tested, which is conducive to optimization in continuous operation.
　　② 明確創(chuàng)意
　　② Clearly define creativity
　　視頻創(chuàng)意包括兩個(gè)方面。
　　Video creativity includes two aspects.
　　首先，視頻形式的創(chuàng)意是否具有拍攝、角色和編輯的特點(diǎn)和風(fēng)格。
　　Firstly, whether the creative form of the video has the characteristics and style of shooting, characters, and editing.
　　第二，視頻內(nèi)容的創(chuàng)意。一個(gè)視頻用戶看完后得到了什么。你笑得開(kāi)心嗎？故事的好奇心滿足了？風(fēng)景的美麗和快樂(lè)？美的外表？還是掌握了一項(xiàng)技能？
　　Secondly, the creativity of the video content. What did a video user get after watching it. Are you smiling happily? Has the curiosity of the story been satisfied? The beauty and joy of scenery? Beautiful appearance? Or have you mastered a skill?
　　視頻內(nèi)容的創(chuàng)意尤為重要。每個(gè)視頻都應(yīng)該在劇本創(chuàng)作階段想明白創(chuàng)意點(diǎn)。就像在你開(kāi)玩笑之前，你必須清楚梗是什么。
　　The creativity of video content is particularly important. Every video should have its creative points figured out during the script creation stage. Just like before you joke, you must be clear about what the meme is.

　　你可以從用戶的角度感受這個(gè)作品，看看是否有創(chuàng)意，是否能get到創(chuàng)意點(diǎn)。如果沒(méi)有，繼續(xù)明確創(chuàng)意，優(yōu)化表達(dá)方式。
　　You can feel this work from the user's perspective, see if it has creativity, and see if you can get the creative points. If not, continue to clarify the idea and optimize the way of expression.
　　③ 劇本文案創(chuàng)作
　　③ Script and copywriting creation
　　劇本臺(tái)詞的創(chuàng)作是視頻的骨架，建立一個(gè)好的骨架大約等于讓視頻有一個(gè)原型。情景喜劇和故事視頻，首先寫劇本和臺(tái)詞。知識(shí)視頻應(yīng)該寫一份文案。
　　The creation of script lines is the skeleton of the video, and building a good skeleton is roughly equivalent to giving the video a prototype. For sitcoms and story videos, first write the script and lines. Knowledge videos should have a copy written.
　　注意短視頻的創(chuàng)作。劇情要快速推進(jìn)，文案要精煉。劇本臺(tái)詞創(chuàng)作之初，要不斷優(yōu)化內(nèi)容，“壓縮”劇情和字?jǐn)?shù)，提煉成品視頻。
　　Pay attention to the creation of short videos. The plot needs to advance quickly, and the copy needs to be refined. At the beginning of script dialogue creation, it is necessary to continuously optimize the content, "compress" the plot and word count, and refine the finished video.
　　④ 腳本撰寫
　　④ Script Writing
　　視頻腳本是指視頻拍攝的腳本，是根據(jù)劇本分解的視頻拍攝的具體方法，是拍攝前的準(zhǔn)備工作。例如：
　　Video script refers to the script for video shooting, which is the specific method of video shooting decomposed according to the script, and is the preparation work before shooting. For example:
　　需要注意的是，對(duì)于劇情類視頻，需要根據(jù)劇本的每個(gè)鏡頭編寫相應(yīng)的拍攝腳本。然而，對(duì)于錄制屏幕視頻，只需要編寫宏觀制作腳本。例如，對(duì)于上述文案，我需要在視頻拍攝開(kāi)始時(shí)編寫以下腳本：
　　It should be noted that for narrative videos, corresponding shooting scripts need to be written for each shot in the script. However, for recording screen videos, only macro production scripts need to be written. For example, for the above text, I need to write the following script at the beginning of video shooting:
　　1、采用手機(jī)錄屏的方式錄制畫面和聲音
　　1. Using mobile phone screen recording to record images and sounds
　　2、錄屏內(nèi)容為原創(chuàng)圖片及品牌廣告圖片3、格力空調(diào)等品牌廣告語(yǔ)圖片來(lái)源為搜索，搜索對(duì)應(yīng)品牌產(chǎn)品圖，圖片尺寸為4：3，清晰度要達(dá)到7204、原創(chuàng)圖片通過(guò)PPT制作固定模板，長(zhǎng)期使用5、為保證視頻效果，PPT中添加動(dòng)態(tài)播放效果6、剪輯時(shí)添加核心關(guān)鍵詞字幕，字幕是動(dòng)態(tài)效果7、聲音節(jié)奏要快，剪輯時(shí)稍加速，使節(jié)奏緊湊
　　2. The recorded content includes original images and brand advertising images. 3. The source of brand advertising slogans such as Gree air conditioning images is search, and the corresponding brand product images are searched. The image size is 4:3 and the clarity should reach 7204. The original images are made into a fixed template through PPT and used for a long time. 5. To ensure the video effect, dynamic playback effects are added to PPT. 6. Core keyword subtitles are added during editing, which are dynamic effects. 7. The sound rhythm should be fast, and the editing should be slightly accelerated to make the rhythm compact
　　通過(guò)以上腳本的寫作，明確了視頻制作的具體方法。接下來(lái)要做的是根據(jù)腳本執(zhí)行，收集材料，制作材料，錄制視頻。
　　Through the writing of the above script, the specific methods of video production have been clarified. The next step is to execute the script, collect materials, create materials, and record videos.
　　⑤ 視頻素材拍攝
　　⑤ Video material shooting
　　當(dāng)視頻腳本寫得足夠好時(shí)，拍攝就是執(zhí)行。拍攝需要構(gòu)圖、運(yùn)鏡、打光、錄音等技能。但對(duì)于大多數(shù)抖音場(chǎng)景來(lái)說(shuō)，這部分技能并不高，只需要足夠的光線、干凈的圖片和清晰的聲音。
　　When the video script is written well enough, shooting is execution. Shooting requires skills such as composition, camera movement, lighting, and recording. But for most Tiktok scenes, this part of the skills is not high, just enough light, clean pictures and clear sound.
　　因此，對(duì)于個(gè)人創(chuàng)作者來(lái)說(shuō)，拍攝并不是最困難的環(huán)節(jié)。只有在制作更專業(yè)的視頻內(nèi)容時(shí)，才能突出拍攝技術(shù)的重要性。建議新手在初始運(yùn)營(yíng)中注重內(nèi)容，在后期不斷學(xué)習(xí)和提高拍攝技術(shù)，不斷提高視頻內(nèi)容和制作精度。
　　Therefore, for individual creators, filming is not the most difficult part. Only when producing more professional video content can the importance of filming techniques be highlighted. It is recommended that beginners pay attention to content in the initial operation, continuously learn and improve shooting techniques in the later stage, and continuously improve video content and production accuracy.
　　⑥ 素材剪輯后期
　　⑥ Material editing post production
　　指剪輯和合輯。剪輯的基本工作是剪掉無(wú)用的材料，留下所需的部分。這部分工作可以在手機(jī)上實(shí)現(xiàn)，無(wú)論是剪映、Inshot等工具還是專業(yè)的PR等，都能實(shí)現(xiàn)。
　　Refers to editing and compilation. The basic job of editing is to cut out useless materials and leave behind the necessary parts. This part of the work can be implemented on mobile phones, whether it is using tools such as Jianying, Inshot, or professional PR.
　　后期主要是指提高視頻效果的工作，如特效和配色。對(duì)于大多數(shù)抖音視頻，后期工作不需要太多。在剪輯部分，只需完成材料合輯、變速、轉(zhuǎn)場(chǎng)、字幕添加等工作。剪輯技巧將在后期單獨(dú)講解。
　　Post production mainly refers to the work of improving video effects, such as special effects and color matching. For most Tiktok videos, post work does not need much. In the editing section, it is only necessary to complete tasks such as material compilation, variable speed, transition, and subtitle addition. The editing techniques will be explained separately in the later stage.
　　⑦ 發(fā)布傳播技巧
　　⑦ Release communication skills
　　在發(fā)布和傳播過(guò)程中，主要考慮抖音算法推薦原理進(jìn)行運(yùn)營(yíng)，本部分見(jiàn)下面詳細(xì)說(shuō)明。
　　In the process of release and dissemination, the Tiktok algorithm recommendation principle is mainly considered for operation. This part is described in detail below.
　　最近無(wú)人直播帶貨特別火！點(diǎn)下方復(fù)習(xí)：抖音無(wú)人直播會(huì)封號(hào)么？無(wú)人直播如何操作？
　　Recently, unmanned live streaming sales have been particularly popular! Click below to review: Is Tiktok's live broadcast without anyone assigned a title? How to operate unmanned live streaming?
　　3，運(yùn)營(yíng)根本之道
　　3. The fundamental way of operation
　　運(yùn)營(yíng)抖音平臺(tái)，除了掌握運(yùn)營(yíng)技能和運(yùn)營(yíng)方法外，還要實(shí)現(xiàn)持續(xù)的深度輸出。持續(xù)深度輸出是運(yùn)營(yíng)的必要條件，主要有三個(gè)原因。
　　In addition to mastering the operation skills and methods, the Tiktok platform also needs to achieve continuous in-depth output. Continuous deep output is a necessary condition for operation, mainly for three reasons.
　　① 提升賬號(hào)質(zhì)量
　　① Improve account quality
　　可持續(xù)運(yùn)營(yíng)可以提高抖音號(hào)的質(zhì)量，質(zhì)量越高，獲得平臺(tái)推薦的可能性就越大。持續(xù)運(yùn)營(yíng)是平臺(tái)推薦的因素之一。
　　Sustainable operation can improve the quality of Tiktok. The higher the quality, the more likely it is to be recommended by the platform. Continuous operation is one of the factors recommended by the platform.
　　② 量變引起質(zhì)變
　　② Quantitative change leads to qualitative change
　　在不斷的深度創(chuàng)作中，你的水平會(huì)不斷提高，視頻質(zhì)量會(huì)越來(lái)越好，運(yùn)營(yíng)方法也會(huì)越來(lái)越成熟。
　　In continuous deep creation, your level will continue to improve, video quality will become better, and operational methods will become more mature.
　　這些量的積累最終實(shí)現(xiàn)的是質(zhì)的提升。從根本上說(shuō)，高質(zhì)量的內(nèi)容才可以成功，所以持續(xù)深度創(chuàng)作是引發(fā)質(zhì)變的唯一途徑。
　　The accumulation of these quantities ultimately leads to a qualitative improvement. Fundamentally, high-quality content is the key to success, so continuous and in-depth creation is the only way to trigger a qualitative change.
　　③ 偶然性
　　③ Contingency
　　在自媒體時(shí)代，每個(gè)人都有成名的可能性，這可能是一個(gè)偶然。抖音平臺(tái)的偶然一方面是由算法決定的，另一方面是由社會(huì)傳播的特點(diǎn)決定的。在持續(xù)的深耕中，與這種偶然相遇的概率會(huì)加大。
　　In the era of self media, everyone has the possibility of becoming famous, which may be a coincidence. The chance of Tiktok platform is determined by the algorithm on the one hand, and the characteristics of social communication on the other hand. In continuous cultivation, the probability of encountering such chance encounters will increase.
　　作為算法推薦的高質(zhì)量創(chuàng)作平臺(tái)，抖音平臺(tái)的運(yùn)營(yíng)增長(zhǎng)曲線不是弧形曲線，而是階梯狀增長(zhǎng)曲線。抖音賬號(hào)的粉絲積累是通過(guò)一次又一次的爆款視頻來(lái)實(shí)現(xiàn)的。
　　As a high-quality creation platform recommended by the algorithm, the operation growth curve of Tiktok platform is not an arc curve, but a ladder shaped growth curve. The accumulation of fans of Tiktok account is realized through the video of the hot money again and again.
　　一次又一次的爆款擴(kuò)大了號(hào)的冷啟動(dòng)范圍，每次爆款后，賬戶下次都可以得到更多的推薦。通過(guò)一次又一次的爆款，抖音平臺(tái)的運(yùn)營(yíng)增長(zhǎng)已經(jīng)完成。所以運(yùn)營(yíng)抖音，不要害怕持續(xù)的數(shù)據(jù)平坦，堅(jiān)持創(chuàng)作，繼續(xù)深入輸出。相信念念不忘，必有回響。
　　The repeated hot selling has expanded the cold start range of the account, and after each hot selling, the account can receive more recommendations next time. The operation growth of Tiktok platform has been completed through the explosion of funds again and again. Therefore, when operating Tiktok, don't be afraid of continuous data flatness, stick to creation, and continue to output in depth. Believe that if you never forget, there will be echoes.