短視頻運(yùn)營(yíng)在刺激普通用戶生產(chǎn)方面怎么做？

內(nèi)容引導(dǎo)：我們一定要明確告訴用戶，我們需要的內(nèi)容是哪些，這個(gè)主要有兩個(gè)方面：一個(gè)是內(nèi)容推薦中的內(nèi)容一定要明確告訴用戶什么樣的內(nèi)容是可以被推薦的。同時(shí)在審核的過(guò)程中，嚴(yán)控用戶發(fā)布的作品，如果不是我們需要的內(nèi)容，一概不給推薦。從正反激勵(lì)兩個(gè)方面讓用戶明白什么樣的作品是我們需要的；

Content guidance: We must clearly tell users what content we need, which mainly has two aspects: one is that the content recommended must clearly tell users what kind of content can be recommended. At the same time, during the review process, we strictly control the works posted by users. If the content is not what we need, we will not recommend it. Make users understand what kind of works we need from both positive and negative incentives;

生產(chǎn)激勵(lì)：對(duì)于用戶的生產(chǎn)激勵(lì)，最初的時(shí)候可以通過(guò)一些運(yùn)營(yíng)的方式，比如定期的主題內(nèi)容活動(dòng)，通過(guò)活動(dòng)的獎(jiǎng)品激勵(lì)用戶參與和上傳視頻。除了活動(dòng)激勵(lì)外，很多的是產(chǎn)品側(cè)的激勵(lì)措施，通常有粉絲，內(nèi)容互動(dòng)的激勵(lì)等，更進(jìn)一步就是一些金錢的激勵(lì)，這在一些合適的產(chǎn)品階段都是可以嘗試的




Production incentives: For user production incentives, they can initially be achieved through operational methods such as regular themed content activities, which incentivize users to participate and upload videos through prizes. In addition to activity incentives, many of them are product side incentives, usually including fans, content interaction incentives, and further monetary incentives, which can be tried in some suitable product stages

生產(chǎn)者運(yùn)營(yíng)：除了上述的方法外，還有一個(gè)比較重要的生產(chǎn)者運(yùn)營(yíng)，一般通過(guò)運(yùn)營(yíng)活動(dòng)接觸生產(chǎn)者，或者邀請(qǐng)產(chǎn)品內(nèi)目前表現(xiàn)較好的生產(chǎn)者進(jìn)入社群，在社群中給其他普通用戶得不到的額外激勵(lì)，將這批生產(chǎn)者組織起來(lái)。他們會(huì)成為產(chǎn)品最核心的用戶，保證社區(qū)的內(nèi)容供給。

Producer operation: In addition to the above methods, there is also an important producer operation, which generally involves contacting producers through operational activities or inviting producers who are currently performing well within the product to join the community, providing additional incentives that ordinary users cannot obtain in the community, and organizing this group of producers. They will become the core users of the product, ensuring the content supply of the community.

與傳統(tǒng)的廣告營(yíng)銷少則百萬(wàn)元、多則千萬(wàn)元的資金投入相比，短視頻營(yíng)銷的低成本極具競(jìng)爭(zhēng)力，這也是短視頻營(yíng)銷的優(yōu)勢(shì)之一。視頻相對(duì)于文字來(lái)說(shuō)，具有視覺(jué)沖擊，更能夠植入人的腦海。短視頻能夠更加靈活地去傳達(dá)品牌的形象和產(chǎn)品的效果，能夠人們留下深刻的印象，同時(shí)，由于它的緯度特別多，甚至可能延伸出人的空間想象力，所以人們會(huì)對(duì)短視頻比較感興趣，從而減少對(duì)廣告的排斥。 將視頻上傳到這些短視頻平臺(tái)后，能與用戶產(chǎn)生互動(dòng)評(píng)論、點(diǎn)贊、轉(zhuǎn)發(fā)。

Compared with traditional advertising marketing that requires investment of as little as one million yuan or as much as tens of millions of yuan, the low cost of short video marketing is highly competitive, which is also one of the advantages of short video marketing. Compared to text, videos have a visual impact and are more likely to be implanted into people's minds. Short videos can more flexibly convey brand image and product effects, leaving a deep impression on people. At the same time, due to its wide range of dimensions, it may even extend people's spatial imagination, so people are more interested in short videos, thereby reducing their rejection of advertisements. After uploading the video to these short video platforms, it can generate interactive comments, likes, and shares with users.

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