大家都在困惱，今年流量是非常難做的，內(nèi)容成本也不低。
　　Everyone is frustrated that traffic is very difficult to generate this year, and the cost of content is not low.
　　那我們要如何通過當(dāng)下最主流的工具短視頻如抖音，視頻號這些視頻平臺做好的產(chǎn)品的營銷呢？
　　So how do we do the marketing of products through the most mainstream tools, such as short videos and video numbers?
　　回憶在2014年我們就在做一些車企品牌的熱點事件營銷，還有輿情監(jiān)測這塊服務(wù)。
　　In 2014, we were doing some hot event marketing for car brands and providing public opinion monitoring services.
　　近期也收了幾個在車企新媒體這塊工作的伙伴，感觸是特別深。
　　Recently, I have also hired several partners who work in the field of new media for car companies, and I have a particularly deep impression.
　　因為在14-15年那時候還沒有抖音，更多就是做微博，公眾號，百度搜索引擎這些營銷。
　　Because there was no Tiktok in 14-15 years ago, it was more about microblogging, official account, Baidu search engine and other marketing.
　　而如今又過去了10年。
　　And now another 10 years have passed.
　　從缺產(chǎn)品的時代，我們進(jìn)入了缺客戶，甚至是搶客戶的時代。
　　From the era of product shortage, we have entered an era of customer shortage, even customer competition.
　　那我們要不要短視頻呢？
　　Do we need short videos?
　　要！而且要趕緊做！
　　Get it! And we need to do it quickly!
　　那我們?nèi)绾巫龊靡环荻桃曨l運營方案，讓團(tuán)隊穩(wěn)固執(zhí)行，要老板能輕松審批？
　　How can we develop a short video operation plan that can be executed stably by the team and easily approved by the boss?
　　下面就是我今天要分享的內(nèi)容，部分內(nèi)容也來自這幾天交流的感悟，希望對你的事業(yè)有幫助。
　　The following is the content I want to share today, some of which also come from the insights I have exchanged in the past few days. I hope it will be helpful for your career.
　　一、項目背景與目標(biāo)（請求預(yù)算）
　　1、 Project background and objectives (requesting budget)
　　1.行業(yè)現(xiàn)狀
　　1. Industry Status
　　根據(jù)《2025中國短視頻電商白皮書》及艾瑞咨詢補(bǔ)充數(shù)據(jù)顯示，抖音平臺日活用戶突破8.2億大關(guān)（同比增長18%），其中25-35歲都市新中產(chǎn)用戶群體占比高達(dá)62%，該群體月均可支配收入達(dá)1.2萬元，消費決策更注重品質(zhì)與服務(wù)體驗。
　　According to the 2025 White Paper on China's Short Video E-commerce and the supplementary data of iResearch, the daily active users of the Tiktok platform have broken the 820 million mark (an increase of 18% year on year), of which the new urban middle class user group aged 25-35 accounts for 62%. The monthly disposable income of this group reaches 12000 yuan, and consumer decision-making pays more attention to quality and service experience.
　　平臺內(nèi)容生態(tài)呈現(xiàn)三大趨勢：
　　The platform content ecosystem presents three major trends:
　　①內(nèi)容深度化：
　　① Content depth:
　　中長視頻流量占比從28%躍至35%，表現(xiàn)為產(chǎn)品拆解、場景化教程類內(nèi)容完播率提升至65%；
　　The proportion of medium to long video traffic has jumped from 28% to 35%, manifested by an increase in the completion rate of product disassembly and scenario based tutorial content to 65%;
　　就最近小紅書都在支持更新長文章了，這個消息我相信都知道吧。

　　Recently, Xiaohongshu has been supporting the updating of long articles, and I believe everyone knows about this news.
　　②搜索場景崛起：
　　② The Rise of Search Scenarios:
　　日均電商相關(guān)搜索量突破3億次，"先種草后搜索"成為主流消費路徑；
　　The daily e-commerce related search volume has exceeded 300 million times, and "planting grass before searching" has become the mainstream consumption path;
　　想要了解什么，先會去抖音搜索一下，然后直接通過視頻里的推薦鏈接下單。
　　If you want to know something, you will first go to Tiktok to search, and then place an order directly through the recommendation link in the video.
　　③貨架電商成熟：
　　③ Mature shelf e-commerce:
　　據(jù)有關(guān)數(shù)據(jù)報道，特別是美妝類目通過"短視頻種草+商城秒殺"組合拳實現(xiàn)客單價同比提升22%，3C數(shù)碼類目則依托AR試用功能將退貨率降低至8%以下。
　　According to relevant data reports, especially in the beauty category, the combination of "short video seeding+mall flash sale" has achieved a year-on-year increase of 22% in unit price, while the 3C digital category has reduced the return rate to below 8% through AR trial function.
　　2.核心訴求
　　2. Core demands
　　品牌打造（占總預(yù)算60%）
　　Brand building (accounting for 60% of the total budget)
　　新品牌注重就是打造品牌，這個品牌認(rèn)知強(qiáng)化，這里至少是占總預(yù)算60%。
　　The focus of a new brand is to build a brand, which enhances brand awareness and accounts for at least 60% of the total budget.
　　這個部分就包含了：
　　This section includes:
　　①內(nèi)容矩陣：
　　① Content Matrix:
　　內(nèi)容矩陣短視頻這塊，我單獨做過分享，后面還在個人IP打造也分享過。
　　I have shared the content matrix of short videos separately, and also shared my personal IP development afterwards.
　　像我們服務(wù)過的美妝，餐飲品牌，養(yǎng)生代餐產(chǎn)品等行業(yè)，都是采用"3+3+3"內(nèi)容架構(gòu)。
　　Industries such as beauty, catering brands, and health meal replacement products that we have served all adopt a "3+3+3" content architecture.
　　品牌塑造：3支品牌紀(jì)錄片講述工藝傳承，
　　Brand building: 3 brand documentaries about the inheritance of craftsmanship,
　　專業(yè)度：專3場行業(yè)大咖圓桌討論塑造專業(yè)形象，
　　Professionalism: Three industry experts will hold roundtable discussions to shape professional image,
　　客戶真實反饋：3條用戶UGC故事引發(fā)情感共鳴。
　　Customer feedback: 3 user UGC stories have triggered emotional resonance.
　　②達(dá)人布局：
　　② Expert Layout:
　　建立金字塔型KOL體系。
　　Establish a pyramid shaped KOL system.
　　頭部垂類達(dá)人每月2位負(fù)責(zé)聲量爆破；
　　Two head hanging experts are responsible for volume blasting every month;
　　腰部測評達(dá)人每周1位維持熱度；
　　1 waist evaluation expert per week to maintain popularity;
　　素人體驗官每日3條真實反饋。
　　The amateur experience officer provides 3 real feedbacks per day.
　　③數(shù)據(jù)指標(biāo)：
　　③ Data indicators:
　　除搜索量增長外，新增品牌詞云正向率≥85%、品牌關(guān)聯(lián)記憶度提升40%。
　　In addition to the increase in search volume, the positive rate of new brand word clouds is ≥ 85%, and the brand association memory is improved by 40%.
　　商品GMV轉(zhuǎn)化（占總預(yù)算30%）：
　　Product GMV conversion (30% of total budget):
　　智能投放：搭建"LTV預(yù)測模型"，根據(jù)用戶歷史行為動態(tài)分配廣告預(yù)算（新客側(cè)重場景種草，老客推送會員專享）
　　Intelligent advertising: Build an "LTV prediction model" to dynamically allocate advertising budgets based on user historical behavior (new customers focus on scene seeding, old customers push membership exclusive)
　　創(chuàng)意優(yōu)化：開發(fā)"模塊化創(chuàng)意工坊"，組合產(chǎn)品賣點（成分/功效/價格）與場景痛點（熬夜/敏感肌/出差）生成千人千面素材。
　　Creative optimization: Develop a "modular creative workshop" that combines product selling points (ingredients/efficacy/price) with scene pain points (staying up late/sensitive skin/business trips) to generate personalized materials for thousands of people.
　　效果保障：設(shè)置轉(zhuǎn)化漏斗預(yù)警機(jī)制，當(dāng)搜索-加購轉(zhuǎn)化率低于15%時自動觸發(fā)素材迭代。
　　Effect guarantee: Set up a conversion funnel warning mechanism, which automatically triggers material iteration when the search add purchase conversion rate is below 15%.
　　私域用戶沉淀（占總預(yù)算10%）：
　　Private domain user sedimentation (accounting for 10% of the total budget):
　　社群運營：設(shè)計"美妝配方師"IP人設(shè)，通過每周直播答疑+AI膚質(zhì)診斷工具增強(qiáng)專業(yè)信任。
　　Community operation: Design an IP persona for "beauty formulators" and enhance professional trust through weekly live Q&A sessions and AI skin diagnosis tools.
　　數(shù)據(jù)資產(chǎn)：構(gòu)建CLV（客戶終身價值）預(yù)測體系，針對不同層級用戶配置專屬權(quán)益（高CLV用戶開放新品試用權(quán)，潛在高CLV用戶推送教育內(nèi)容）
　　Data Assets: Build a CLV (Customer Lifetime Value) prediction system and allocate exclusive benefits for users at different levels (high CLV users have the right to try new products, and potential high CLV users push educational content)
　　裂變機(jī)制：開發(fā)"閨蜜合拍"互動玩法，用戶邀請好友拍攝產(chǎn)品使用視頻可獲雙倍積分。
　　Fission mechanism: Develop an interactive gameplay of "best friend collaboration", where users can earn double points by inviting friends to shoot product usage videos.
　　二、執(zhí)行策略（內(nèi)容策劃）
　　2、 Execution strategy (content planning)
　　1.賬號矩陣搭建
　　1. Account matrix construction
　　可以采用"1+3+N"萬能架構(gòu)體系：
　　The "1+3+N" universal architecture system can be adopted:
　　主賬號（品牌官號）：每周發(fā)布5條垂直內(nèi)容（含3條產(chǎn)品場景劇+2條CEO訪談），統(tǒng)一使用品牌VI的3秒開場標(biāo)版
　　Main account (brand official account): Publish 5 vertical contents per week (including 3 product scenario dramas and 2 CEO interviews), using the brand VI's 3-second opening logo uniformly
　　子賬號A（知識IP號）：與某某權(quán)威機(jī)構(gòu)合作開發(fā)《行業(yè)百科》系列，采用"問題前置+解決方案"腳本結(jié)構(gòu)
　　Sub account A (Knowledge IP Number): Collaborated with an authoritative organization to develop the "Industry Encyclopedia" series, using a script structure of "problem solving+solution"
　　子賬號B（用戶共創(chuàng)號）：設(shè)置每周三"粉絲福利日"直播，同步發(fā)起#我的使用日記話題挑戰(zhàn)
　　Sub account B (User Co Creation Account): Set up a live broadcast of "Fan Welfare Day" every Wednesday, and simultaneously initiate the # My Use Diary Topic Challenge
　　2. 流量運營組合
　　2. Traffic operation combination
　　構(gòu)建"公域+私域"雙輪驅(qū)動模型。
　　Build a dual wheel drive model of "public domain+private domain".
　　這個內(nèi)容不懂可以加圈咨詢，其實往期我也單獨分享過很多。
　　If you don't understand this content, you can add it to the circle for consultation. In fact, I have shared many of them separately in previous issues.
　　三、執(zhí)行周期與KPI（投入結(jié)果預(yù)測）
　　3、 Execution cycle and KPI (investment result prediction)
　　說到階段目標(biāo)，這個其實是每個方案定生死的關(guān)鍵。
　　Speaking of stage goals, this is actually the key to determining the fate of each plan.
　　很多人會覺得老板為什么不批我方案呀。
　　Many people may wonder why the boss didn't approve of my proposal.
　　其實就是你的方案沒有這個內(nèi)容。
　　Actually, your plan doesn't have this content.
　　我們有很多會員伙伴也是非常聰明，加到我然后讓我們團(tuán)隊給他看方案，還有一些參數(shù)不會設(shè)置也可以咨詢我們。
　　We have many members who are also very smart. Add them to me and let our team show them the plan. If you don't know how to set some parameters, you can also consult us.
　　我記得在去年我們有個大學(xué)生會員伙伴，他一年找我看了20多份方案，大家想一下，出去寫個方案多貴呀。
　　I remember last year we had a college student member who came to me to review over 20 proposals in a year. Think about it, how expensive it would be to go out and write a proposal.
　　這個伙伴通過我們會員服務(wù)還升職做了校區(qū)項目的主管。
　　This partner has also been promoted to become the supervisor of campus projects through our membership services.
　　所以，我們要學(xué)會借力，這樣才能讓自己快速跑到別人前面。
　　So, we need to learn to leverage our strengths so that we can quickly get ahead of others.
　　信息差重要，經(jīng)驗就是省錢，省時間。
　　Information asymmetry is important, experience is about saving money and time.
　　階段目標(biāo)要怎么設(shè)計呢？
　　How should the stage goals be designed?
　　重來了。
　　It's over again.
　　1\階段規(guī)劃
　　Stage 1 Planning
　　冷啟動期（8月）：
　　Cold start period (August):
　　完成藍(lán)V認(rèn)證+3支品牌TVC拍攝（測試15秒/30秒/60秒三種版本）
　　Completed Blue V certification+3 brand TVC shooting (tested in three versions of 15 seconds/30 seconds/60 seconds)
　　增長期（9-10月）：
　　Growth period (September October):
　　通過A/B測試確定最優(yōu)腳本模板（重點監(jiān)測前3秒停留率）
　　Determine the optimal script template through A/B testing (with a focus on monitoring the first 3 seconds of dwell rate)
　　爆發(fā)期（11月）：
　　Outbreak period (November):
　　搭建搜索廣告+信息流廣告+商城秒殺的三重流量矩陣
　　Build a triple traffic matrix of search ads, information flow ads, and mall flash sales
　　2\效果指標(biāo)
　　2. Performance indicators
　　粉絲增長率 ≥15%/月，這個行業(yè)基準(zhǔn)值9-10%。
　　The fan growth rate is ≥ 15%/month, which is the industry benchmark value of 9-10%.
　　爆款視頻率10w贊≥20%，這個需確保50%視頻進(jìn)入流量池。
　　The popular video has a 10w like rate of ≥ 20%, which requires ensuring that 50% of the videos enter the traffic pool.
　　客單價300元以上商品CTR需達(dá)1.8%，這個行業(yè)均值1.5%。
　　The CTR for products with a unit price of over 300 yuan needs to reach 1.8%, which is the industry average of 1.5%.
　　以上效果是小編給的指標(biāo)僅供參考，不同項目有小差異也正常。
　　The above results are provided by the editor for reference only, and it is normal for different projects to have slight differences.
　　四、工作量與增值服務(wù)（實際工作與支出清單）
　　4、 Workload and value-added services (actual work and expenditure list)
　　在這里盡量采用階梯式工作任務(wù)量呈現(xiàn)出來。
　　Try to present the workload in a tiered manner here.
　　我舉例
　　I'll give you an example
　　第一階段：
　　Phase 1:
　　16條視頻（含2條AI生成+1條3D產(chǎn)品拆解）
　　16 videos (including 2 AI generated+1 3D product disassembly)
　　每周2場品牌自播（含直播腳本策劃+實時數(shù)據(jù)監(jiān)控）
　　2 brand self broadcasts per week (including live script planning and real-time data monitoring)
　　月度報告含競品對標(biāo)分析（選取3個標(biāo)桿賬號）
　　Monthly report includes benchmarking analysis of competitors (selecting 3 benchmark accounts)
　　……
　　……
　　這種老板就會看到原來你花錢，還有做很多事要實現(xiàn)，這個內(nèi)容也很復(fù)雜，想要達(dá)到的目標(biāo)也有做好拆解。
　　This kind of boss will see that you have to spend money and do many things to achieve, which is also very complex, and the goals you want to achieve are also well broken down.
　　清晰的計劃，老板花錢才能放心。
　　A clear plan allows the boss to spend money with peace of mind.
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