论坛 › 北京 › 【营销】怎么样做好抖音营销？

9q13nh 发表于 2024-9-3 13:32:50

【营销】怎么样做好抖音营销？

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/zJCWcNDolOboQcib0GzccRf0hQ0NdQURSk3cYS6CLUPt3U5cI3KAX92Rw88iaEOuF9utjWoI1o4Xp2yHuyuMeBcg/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOab8xrecJQ7UhAPVXJrgldn3ibPqkEKfRDOCSiauOlSXTHebkibgZhw01kicCJYbfNmxJBsxcMUibNLmeA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">品牌：11年<span style="color: black;">错失</span><span style="color: black;">博客</span>、13年<span style="color: black;">错失</span><span style="color: black;">微X</span>、18年的抖音红利，<span style="color: black;">咱们</span>可<span style="color: black;">不可</span>再<span style="color: black;">错失</span>了！</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，在又一新<span style="color: black;">媒介</span>强势崛起的时代变革前，品牌该<span style="color: black;">不应</span>做抖音营销，抖音营销又该<span style="color: black;">怎样</span>做呢?</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOY89oicaE6oXrW21B6sbFbPatQomQPGsibXC7ZVH5ibK7tAW3vIV6zdPUuCwHBXIIRA6A2IMyZJ3YNaA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>抖音营销该<span style="color: black;">不应</span>做？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音营销俨然已<span style="color: black;">作为</span>营销界的一大热门<span style="color: black;">专题</span>，“双微一抖”营销模式已得到<span style="color: black;">都数</span>营销人支持。当然，<span style="color: black;">亦</span>有不少类似二毛的给抖音浇点凉水的观点。在“品牌该<span style="color: black;">不应</span>做抖音营销”的这个问题上，我<span style="color: black;">无</span>标新立异的观点，我的<span style="color: black;">意见</span><span style="color: black;">便是</span>：“胆大”、“心细”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOY89oicaE6oXrW21B6sbFbPaeTC2lm9MOEFL1Qulgaf66kSmKBhNl2ic43DvYhmzEMygFwibicqnP679Q/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1</span></strong><strong style="color: blue;"><span style="color: black;">、策略——胆大</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">网易、宝洁等营销巨头都成立了自己的<span style="color: black;">宣传</span><span style="color: black;">分部</span>，有一个重要<span style="color: black;">原由</span><span style="color: black;">便是</span>更快突击每一波社会热点，而<span style="color: black;">做为</span><span style="color: black;">宣传</span><span style="color: black;">机构</span>、<span style="color: black;">或</span>说从事这个行业的<span style="color: black;">咱们</span><span style="color: black;">来讲</span>，任何一个新<span style="color: black;">媒介</span>、新技术的诞生，都值得<span style="color: black;">咱们</span>花时间去<span style="color: black;">科研</span>去尝试、去为品牌营销寻找<span style="color: black;">更加多</span>可能。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而当前正火的抖音营销已有Adidas neo、小米手机等品牌的入驻，且不论<span style="color: black;">她们</span>做的好与<span style="color: black;">欠好</span>。<span style="color: black;">能够</span>肯定的是：<span style="color: black;">她们</span><span style="color: black;">作为</span>了不管是品牌主，还是<span style="color: black;">各样</span>抖音营销<span style="color: black;">科研</span><span style="color: black;">文案</span>中举世瞩目的对象，一言一行都受<span style="color: black;">极重</span>的关注，就<span style="color: black;">揭发</span>度而言，它们<span style="color: black;">已然</span>狠狠赢了一把。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但抖音营销仍<span style="color: black;">无</span>一条成熟的道路，<span style="color: black;">亦</span><span style="color: black;">因此呢</span>品牌主们在做不做抖音营销上徘徊不前。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>做还是不做呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我的答案是：大胆去做，浑水<span style="color: black;">才可</span>摸鱼，要是等到抖音营销<span style="color: black;">商场</span>模式<span style="color: black;">逐步</span>成型，红利<span style="color: black;">亦</span>就随之分发完<span style="color: black;">成为了</span>，占先机者得天下！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolObEZjLC7LdWylEwjiaraliaWenYI4Ieic3MibapQfgr60mSKf9Fw9vHVQkP0IIazBLiaYhfUUwia6qzpfFA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2</span></strong><strong style="color: blue;"><span style="color: black;">、执行——心细</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">追热点是必须的，但<span style="color: black;">茫然</span>追热是绝对的禁区。当下随着抖音营销的爆火，个别企业的市场部、品牌部不<span style="color: black;">思虑</span>品牌调性，一味迎合抖音市场而做出影响自己品牌形象的营销，这种不经系统化战略性的布局的做饭，虽能在短期而言或许是多了<span style="color: black;">有些</span>品牌/<span style="color: black;">制品</span><span style="color: black;">揭发</span>，但<span style="color: black;">最后</span>只会事与愿违。<span style="color: black;">因此呢</span>，抖音营销要做，但要心细，要保持自己的调性！保持优雅的姿态去追公交，不要让自己狼狈不堪。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOZ0fzGdX4lQhOomqGldMhCHiaEa11wRMWiap9TM8rYfYhhHSRCOrNwZasOCE3lSeSGDvYqhHxrRtOaQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span><span style="color: black;">为何</span><span style="color: black;">爱好</span>看抖音？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你问一个经常刷抖音的人：“你<span style="color: black;">为何</span>看这个？”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">他十有八九会回答你：好玩or搞笑or有<span style="color: black;">美丽</span>的小姐姐小哥哥or<span style="color: black;">鲜嫩</span>……</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一切，都是杀时间的重要元素。这<span style="color: black;">亦</span>决定了用户上抖音的状态，是放松的，随机的，无<span style="color: black;">认识</span>的。这种状态下，非常容易接收到<span style="color: black;">宣传</span>主<span style="color: black;">期盼</span><span style="color: black;">移植</span>给<span style="color: black;">她们</span>的信息。之<span style="color: black;">因此</span><span style="color: black;">能够</span>让用户达到这种无<span style="color: black;">认识</span>放松状态，是<span style="color: black;">因为</span>抖音的这些特点：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kSha4UWWPrKHfZmgicGIQY6vVmAJsPqDurMarDCqVH2qauuaWposvVVLMxQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1</span></strong><strong style="color: blue;"><span style="color: black;">、抖音是15秒小视频</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">视频是文案、视觉、声音、动态的多重刺激，他<span style="color: black;">更易</span>刺激到用户的感官，<span style="color: black;">诱发</span>用户的<span style="color: black;">心情</span>。且15秒时间不长，只要会拍，用户打开后基本上都能看到结尾。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2</span></strong><strong style="color: blue;"><span style="color: black;">、简单的切镜头、特效、滤镜效果</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">别小看这些效果，这些本来需要专业后期<span style="color: black;">才可</span>完成的工作，<span style="color: black;">此刻</span>靠抖音就能简单粗暴的完成（<span style="color: black;">不消</span>指望比专业的做得好，但<span style="color: black;">已然</span>足够用了），这降低了录制难度，<span style="color: black;">同期</span><span style="color: black;">增多</span>了视频的可观性。而这些效果带来的<span style="color: black;">鲜嫩</span>感，让视频不<span style="color: black;">那样</span>沉闷，更有节奏感。会玩的人还<span style="color: black;">能够</span>利用切镜头做出蒙太奇效果及<span style="color: black;">各样</span>特效。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kShadFYwcoAWibGuiasotx5TKnxGUdncROJ4XwNHEGetGda81K2MeQu74BHA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3</span></strong><strong style="color: blue;"><span style="color: black;">、草根化</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音鼓励用手机录制小视频。<span style="color: black;">倘若</span>你做得很精致，用户会惊叹，<span style="color: black;">倘若</span>你做得粗糙，用户<span style="color: black;">亦</span>不会嫌弃。<span style="color: black;">乃至</span>，用户更<span style="color: black;">爱好</span>看到普通人的普通生活中的小亮点，<span style="color: black;">她们</span>会感觉更亲切，更贴近自己的生活，<span style="color: black;">亦</span><span style="color: black;">因此呢</span>会更相信视频传达的信息。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kSha4NAoXpRrEfhomLsNFIhO0llSHsJhC16njickiaAQAqcnCEvcCjeNalFA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4</span></strong><strong style="color: blue;"><span style="color: black;">、即视感</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音的录制<span style="color: black;">要求</span>决定了他的小视频<span style="color: black;">拥有</span>一股浓浓的“即视感”：大部分视频都<span style="color: black;">好似</span>临时起意，突发奇想……这种当下感，让用户感觉更真实，如同亲眼所见。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，一个让用户感到很真实，<span style="color: black;">同期</span>又有趣、不拖沓的15秒的小视频，不占用用户太多的时间，<span style="color: black;">同期</span>制作又很方便，这一切特质，都激发了抖音用户极高的参与感，而<span style="color: black;">针对</span><span style="color: black;">有些</span>想要<span style="color: black;">经过</span>抖音带货的品牌方而言，你只需策划到位，你的视频就很容易让人不自觉的看上一遍又一遍——这<span style="color: black;">便是</span>抖音的“魔性”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而用户在刷抖音的过程中，会不知不觉接收着来自视频制作者的信息。哪怕你是在卖货，只要够有趣，够吸引人，用户<span style="color: black;">亦</span>会甘之如饴的服下你这枚安利。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/zJCWcNDolOZfAYHO5B5cibXia2aoWiceJ7OeMUURLZADsiau1PAl3jlbjXs1Nsa1bPErLBIDhcSPNGMe0TppQGgqiag/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">三、抖音营销该怎么做？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音的基因，决定了它<span style="color: black;">持有</span>录制出“魔性”小视频的能力，但<span style="color: black;">咱们</span><span style="color: black;">亦</span>看到，大部分小视频，依然处在用户没看完就划掉的水平线以下。<span style="color: black;">因此</span>，并不是选了抖音你就<span style="color: black;">必定</span>会成功，你更需要<span style="color: black;">晓得</span>抖音营销该怎么做？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1</span></strong><strong style="color: blue;"><span style="color: black;">、<span style="color: black;">非常多</span>品牌还在纠结<span style="color: black;">是不是</span>官方入驻</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">官方<span style="color: black;">能够</span>带给用户更有归属、更为正统的认知，<span style="color: black;">做为</span>又一新兴社媒，抖音<span style="color: black;">能够</span>给品牌带来更碎片化、更具视觉化的品牌内容输出，填补了<span style="color: black;">微X</span>、<span style="color: black;">博客</span>端的空白区。正如<span style="color: black;">博客</span>里的杜蕾斯、<span style="color: black;">微X</span>里的支付宝，没火之前，你可能永远不<span style="color: black;">晓得</span>品牌还能和用户这么玩。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kShaKFiarjhiaGl1nMT7r6Dak7oAIYdRIRBwgn3iaiapwWwuR8ymPCFxkYW2mQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2</span></strong><strong style="color: blue;"><span style="color: black;">、小心求证，大胆尝新</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>短视频这种新形式，<span style="color: black;">大众</span>都是摸着石头过河，<span style="color: black;">包含</span>当前支付宝、Adidas neo、小米手机等，我相信<span style="color: black;">无</span>谁敢打保票说它们当前的方式<span style="color: black;">便是</span>最好、最有用的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>细心思考运营抖音的终极目的是什么？自己品牌适合什么内容？打什么调性能圈存用户……<span style="color: black;">而后</span>，大胆投入人力物力去尝试<span style="color: black;">更加多</span>新方式吧，抖音的营销方式的空白区绝对巨大。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kShaLpzwxhRdXdZN1u7j6pQiaNaGEXzjIW5Xx0yb4smTMTmicYSzVE49sVVA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3</span></strong><strong style="color: blue;"><span style="color: black;">、内容<span style="color: black;">尽可能</span>是：统一下的多元化</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论是支付宝的运营部<span style="color: black;">平常</span>这种，还是联想的网红介绍<span style="color: black;">制品</span>这种，品牌想做抖音，确定好做什么方向后，就朝着单一的方向，去开拓多元化的内容，围绕核心圈存粉丝。方向多了杂了，<span style="color: black;">最后</span>只会是粉丝流失、社群松散。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kShalcXUYrOdBGreokGv7FBKyHAFX0DmNteqp6UtqfqKggWLqYgjbky7yg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4</span></strong><strong style="color: blue;"><span style="color: black;">、填补抖音当前极度稀缺的高价值内容池</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">即便<span style="color: black;">持有</span>“今日头条”的超级算法，但抖音高度同质化的内容仍是当前一大缺陷，相信有刷抖音的<span style="color: black;">伴侣</span>都能感觉的到。例如：抖音指数前茅的某校园团队，其作品创意老套陈旧<span style="color: black;">平常</span>、演技<span style="color: black;">亦</span>普通，但人家<span style="color: black;">便是</span>这么火，足见抖音的内容池<span style="color: black;">日前</span>是多么稀缺。又例如：papi酱在抖音凭借7个作品就收获了600多万的粉丝，一禅小和尚<span style="color: black;">每日</span>十几秒的动画小故事<span style="color: black;">亦</span>是收拢了1000万粉丝。高价值内容无论何时是受欢迎的，<span style="color: black;">因此</span>，结合<span style="color: black;">自己</span>品牌/<span style="color: black;">制品</span>特性，抢占某块内容阵地的高地，足以让你品牌在抖音立下一席之地。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5</span></strong><strong style="color: blue;"><span style="color: black;">、我认为的抖音营销内容三要素：故事化、可互动、易模仿</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音“霸主”刘二豆让<span style="color: black;">非常多</span>人以为猫真的会说话；一碗“摔碗酒”<span style="color: black;">诱发</span><span style="color: black;">没法</span>抖友奔往西安；一段海草舞让<span style="color: black;">非常多</span>完全不跳舞的人染上了一种爱跳舞的病……有别于微、<span style="color: black;">微X</span>，更碎片化、视频化的抖音，支撑的起更具故事化的内容、<span style="color: black;">亦</span>能更为<span style="color: black;">有效</span>直接的与粉丝互动，好的内容<span style="color: black;">亦</span>更能<span style="color: black;">导致</span>模仿。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kShan5Pic4Cg4hgFR2PQFmoP6SutR3eIpvABI69UUhbUnqgxs61h45yjRog/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">6</span></strong><strong style="color: blue;"><span style="color: black;">、音频非常重要</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音抖音，“音”占了一半，剩下的一半还在“抖”。即便抖音是个短视频平台，但别忘了，它自<span style="color: black;">叫作</span>“音乐短视频平台”。无论是“C哩C哩”、“像一棵海草海草”、“确认过眼神，遇上对的人”等流行音乐，还是“你记得你的病的那一年”、“老公老公抱抱”等网络音频，都已然<span style="color: black;">作为</span><span style="color: black;">公众</span>传播的洗脑“神曲”，<span style="color: black;">因此</span>音频/音乐的空白区<span style="color: black;">亦</span>是非常巨大的，和视频内容<span style="color: black;">同样</span>，有趣易传播的音乐，值得深挖。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kShatbtVo0IvFtBpHHjA1leXAylvLxraESXSvtkB2BK2yb5eF1iaBr02ZfQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">7</span></strong><strong style="color: blue;"><span style="color: black;">、评论区的社群<span style="color: black;">创立</span>与运营</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">微X</span>打强社交关系、<span style="color: black;">博客</span>打弱社交关系、抖音<span style="color: black;">日前</span>几乎为零关系。<span style="color: black;">亦</span>许是抖音<span style="color: black;">制品</span>运营机制上的天然不足，<span style="color: black;">日前</span>抖音内部用户与大V、大V与用户、用户与用户之间的社交关系几乎为零。<span style="color: black;">外边</span>上，最大的社交端口——分享到<span style="color: black;">微X</span>/QQ，又惨遭腾讯封杀。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>的抖音，在社交机制上应该<span style="color: black;">亦</span>是举步维艰。但前面我说的“入乡随俗”，无论<span style="color: black;">怎么样</span>抖音始终都是个大流量平台，它改不改变<span style="color: black;">咱们</span><span style="color: black;">没法</span>决定，但<span style="color: black;">咱们</span>能尝试适应它。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个很好的现象<span style="color: black;">便是</span>：在抖音评论区里，有趣接地气的评论很容易上前，<span style="color: black;">亦</span>能<span style="color: black;">瞧瞧</span>赤赤大队、江西总队等“组织”。<span style="color: black;">因此</span>，品牌在与用户沟通时，评论区的运营，<span style="color: black;">能够</span>大做<span style="color: black;">文案</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp;“网易<span style="color: black;">资讯</span>”、“网易云音乐”在这块的成功，相信会是个很好的例子。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/zJCWcNDolOYrTSbG6yKib1icnovPN3kShaCP6zqyVFdv9NuBbgjlV7se2zWxjHuxqkqPpEKWZ270ydozkQibr4LdQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">8</span></strong><strong style="color: blue;"><span style="color: black;">、多尝试跨界合作/跨界撩</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">融入了新元素的<span style="color: black;">制品</span>能给用户带来新的<span style="color: black;">制品</span>感知，<span style="color: black;">亦</span>让双方<span style="color: black;">持有</span><span style="color: black;">更加多</span>面的品牌形象，实现了<span style="color: black;">更加多</span>的用户<span style="color: black;">揭发</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>剧情化的载体，抖音比起<span style="color: black;">博客</span><span style="color: black;">微X</span>具备更强的剧情转折性和媒介互动性，<span style="color: black;">因此</span><span style="color: black;">亦</span>必将能给品牌跨界合作带来<span style="color: black;">更加多</span>形式和创意。跨界的方式非常多：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如：某饮料+某啤酒的<span style="color: black;">制品</span>跨界结合。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如：汽车品牌发起挑战@其他竞品参与的，<span style="color: black;">或</span>其他媒介的跨界如农夫山泉&amp;网易云音乐、小黄车&amp;小黄人……完全都<span style="color: black;">能够</span>搬到抖音上的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">9</span></strong><strong style="color: blue;"><span style="color: black;">、少投硬广，多找KOL<span style="color: black;">移植</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抖音的硬广与常规视频仅仅是那蓝色的“<span style="color: black;">宣传</span>”2字的区分，但价格和效果却差异巨大。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从抖音评论&amp;数据报告来看：<span style="color: black;">日前</span>抖音上绝大<span style="color: black;">都数</span>“<span style="color: black;">宣传</span>”不得用户欢心、转化率<span style="color: black;">亦</span>不高。而抖音的著名案例“讯飞输入法”、<span style="color: black;">近期</span>的papi酱“英文咖啡”等<span style="color: black;">亦</span>好，这种<span style="color: black;">经过</span>KOL的<span style="color: black;">制品</span><span style="color: black;">移植</span>，既最大化的<span style="color: black;">保准</span>在不被用户反感的<span style="color: black;">同期</span><span style="color: black;">增多</span><span style="color: black;">制品</span>的<span style="color: black;">揭发</span>，<span style="color: black;">亦</span>能结合KOL的<span style="color: black;">特殊</span>让<span style="color: black;">制品</span>更具特征性的被记住、被<span style="color: black;">选取</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">10</span></strong><strong style="color: blue;"><span style="color: black;">、运营上，多账号布局，团队全力投入</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一旦决定做，请务必配一支专门的运营团队，请务必配一支专门的运营团队，请务必配一支专门的运营团队。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后，极<span style="color: black;">短期</span>做到爆的这么优秀的抖音团队，很难想象下一步会<span style="color: black;">怎样</span>打磨这款“<span style="color: black;">制品</span>”；<span style="color: black;">同期</span>，腾讯30亿抢市场、快手庞大用户基数等激烈竞争和国家大力整顿的社会背景下，抖音下一步是<span style="color: black;">怎么样</span>的升级与大变，静待<span style="color: black;">结果</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美国<span style="color: black;">宣传</span>大师大卫·奥格威提出的<span style="color: black;">宣传</span>3B原则。<strong style="color: blue;">Beauty(美女)、Baby(婴儿)、Beast动物(动物)，</strong>即<span style="color: black;">宣传</span>(尤其当时流行的电视、平面户外<span style="color: black;">照片</span><span style="color: black;">宣传</span>)，凡符合3B原则之一，便能吸引消费者<span style="color: black;">重视</span>，<span style="color: black;">从而</span>刺激购买。而半个世纪过去了，<span style="color: black;">青年</span>人<span style="color: black;">针对</span>视频内容的<span style="color: black;">爱好</span><span style="color: black;">亦</span><span style="color: black;">无</span>完全脱离3B原则。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对此，个人认为，还需在融入5派原则。<strong style="color: blue;">创意流、段子手、搞笑派、博同情、模仿秀。</strong>基于已上几种原则创作策划，你的作品<span style="color: black;">亦</span>会被众人666的。当然了，还有装X款、晒风景等。<span style="color: black;">不外</span><span style="color: black;">这般</span>的派系不太会<span style="color: black;">导致</span>众人的共鸣。反而<span style="color: black;">由于</span>小小的嫉妒而受到排斥。除非能装X开火箭，飞到火星拍地球。（佚名）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">最后，<span style="color: black;">必定</span>要有耐心。好比经营企业，马云<span style="color: black;">亦</span>不是<span style="color: black;">一晚上</span>暴富的，<span style="color: black;">亦</span>是踏踏实实，<span style="color: black;">保持</span>到底，<span style="color: black;">因此</span>不<span style="color: black;">想要</span>一两个作品就能火，拿出耐性与恒心。</span></strong></p>
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星☆雨 发表于 2024-9-24 21:04:31

你的见解独到，让我受益匪浅，非常感谢。

b1gc8v 发表于 2024-10-26 12:23:49

你的话语如春风拂面，温暖了我的心房，真的很感谢。

j8typz 发表于 2024-10-30 02:57:17

感谢您的精彩评论，为我带来了新的思考角度。

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