产品内容策划方向

Product Content Planning Direction

所有行业的短视频，都可以汇总成3类：人物IP、产品IP、虚拟IP。

Short videos from all industries can be summarized into three categories: character IP, product IP, and virtual IP.

我们可以从这三类内容入手做输出。

We can start with these three types of content for output.

01人物IP

01 Character IP

真人出镜，以人物为中心进行内容输出。

Real person appearance, with character centered content output.

真人出镜的内容一般分为两类：

The content of real person appearances is generally divided into two categories:

①视频和业务相关

① Video and business related

主要是讲述垂直的知识内容、干货，视频内容就是具体的业务或者产品知识点。

Mainly about vertical knowledge content and dry goods, video content is specific business or product knowledge points.

比如教育行业、医疗行业、美妆行业，都很适合以产品知识点或干货为主要内容进行输出。

For example, the education industry, medical industry, and beauty industry are all suitable for outputting product knowledge points or dry goods as the main content.

②视频和业务不相关

② Video is not related to the business

产品比较小众，或者比较特殊，不容易用视频直接表现。那我们就可以表现人物特性，吸引用户，然后给产品进行引流，实现成交的目的。

The product is relatively niche or unique, and it is not easy to express directly through video. Then we can express the characteristics of the characters, attract users, and then guide the product to achieve the purpose of transaction.

比如说图中这个账号，它是通过拍一些话题，吸引用户，然后为产品引流。

For example, the account in the picture is used to capture topics, attract users, and then attract traffic for the product.

那真人出镜的视频具体应该拍什么？怎么拍？

What exactly should I shoot for a live action video? How to shoot?

先来说拍什么：

First, let's talk about what to shoot:

1. 拍广告

1. Advertising

追求最终的目的，做硬广的内容输出。

Pursuing the ultimate goal and producing hard and broad content output.

很多人的视频广告没人看，是因为内容很枯燥、无聊，而且没有给用户留下咨询入口，完全不知道你的业务是什么。

Many people's video advertisements are not watched because the content is dull and boring, and there is no consultation entrance left for users, without knowing what your business is.

正确的做法是，拍摄一个硬广视频，介绍自己的业务和产品，作为置顶。然后每隔一段时间，就拍摄一个硬广视频发布。

The correct approach is to shoot a hard advertising video introducing your business and products as a top priority. Then every once in a while, shoot a hard advertising video for release.

硬广视频最好时刻准备着一个，在视频爆了之后，随时发布。

It's best to always have a hard video ready, and release it anytime after the video explodes.

硬广的置顶视频，在拍摄的时候，也是有分类和技巧的。

Hard top videos also have classification and techniques when shooting.

一种是拍一个软广置顶，一种是拍硬广置顶。

One is to shoot a soft wide top, and the other is to shoot a hard wide top.

比如软广类视频可以这样拍：

For example, soft advertising videos can be shot as follows:

硬广类可以直接介绍产品或业务，比如机械行业，可以拍机械器材，介绍它的参数、使用场景等。

Hard advertising can directly introduce products or businesses, such as the mechanical industry. You can take photos of mechanical equipment and introduce its parameters, usage scenarios, etc.

2.拍内容

2. Shooting content

账号要有具体的内容，根据目的做内容输出，主要是做对用户有帮助的内容。

The account should have specific content and output content based on the purpose, mainly for content that is helpful to the user.

日常内容的输出，一般会从这几个角度输出：汇总用户的问题；利用思维导图做行业的垂直细分；汇总竞争对手的内容，进行二次创作等。

The output of daily content is generally from these perspectives: summarizing user issues; Using mind maps to create vertical segmentation of industries; Summarize the content of competitors, conduct secondary creations, etc.

如果不知道去哪里汇总用户问题，可以在竞争对手的评论区、自己账号的评论区、粉丝群等地方寻找用户问题或者让销售人员汇总客户问题。

If you don't know where to summarize user issues, you can search for user issues in competitors' comment areas, your own account's comment areas, fan groups, and other places, or have sales personnel summarize customer issues.

然后可以每周整理20个同行账号，汇总出点赞、评论、收藏最多的选题，进行二次创作。

Then, you can organize 20 peer accounts every week, summarize the topics with the most likes, comments, and favorites, and create a second creation.

3.拍热点

3. Shooting hotspots

结合当前热点，拍摄能获得流量的内容。

Capture content that can generate traffic based on current hotspots.

做短视频要有热点敏锐度，要第一时间围绕着热点做内容输出。

When making short videos, it is important to have hot spot sensitivity and focus on content output around hot spots as soon as possible.

热点内容分为常发热点和偶发热点。

Hot topics are divided into frequent and occasional hot topics.

常发热点是可以提前预知的，比如你的产品是瓷砖，那“618大促，这些瓷砖不要选”就相当于是常发性热点。

Frequently occurring hot spots can be predicted in advance, for example, if your product is ceramic tiles, then "618 promotion, do not choose these tiles" is equivalent to frequently occurring hot spots.

但是热点的内容，尽量输出和自己行业相关的热点内容。

But for hot topics, try to output hot topics related to your industry as much as possible.

02产品IP

02 Product IP

围绕产品做具体内容输出。

Provide specific content output around the product.

其实产品IP账号的视频内容，可以简单概括为【空空境就是产品的使用场景。

In fact, the video content of the product's IP account can be simply summarized as' airspace is the usage scenario of the product '.

产品IP账号内容可以按照这个流程策划：

The content of the product IP account can be planned according to this process:

1. 场景需求：不同的需求场景，工作场景的汇总

Scenario requirements: Summary of different requirement scenarios and work scenarios

2. 问题解决：具体的问题以及如何解决

2. Problem solving: specific problems and how to solve them

3. 前后对比：使用前后的对比，最好是数据对比

3. Comparison before and after: Use a comparison before and after, preferably data comparison

4. 过程问题：解决问题的实际过程

4. Process problem: The actual process of solving the problem

5. 结果追求：用户想要追求的最终结果

5. Result pursuit: The ultimate result that users want to pursue

产品IP注意事项

Product IP precautions

场景真实：提前准备空境视频，就是产品使用的一些场景或正在运作的画面，但一定要真实，场景化。

Scene Realism: Prepare air space videos in advance, which are some of the scenes or operating scenes of the product, but must be realistic and scenario oriented.

文案简单：文案要简单直接，有数据，带入场景。类似图中这样的文案就可以。

Simple copy: The copy should be simple and direct, with data to bring into the scene. A copy like the one in the picture is sufficient.

控制视频时长：提升完播率是我们提升播放量的最快方式

Controlling video duration: Improving completion rate is the fastest way for us to increase playback volume

“豆荚”投放：前期批量投放数据，后期结合企业号，直接投放获客

"Bean pods" launch: Batch launch data in the early stage, combined with enterprise accounts in the later stage, directly launch and win customers

多账号矩阵运营：获取更多的客户咨询

Multi account matrix operation: obtaining more customer inquiries

适当的时候加入人物IP：产品IP和人物IP相结合。

Add character IP when appropriate: combine product IP with character IP.

03虚拟IP

03 Virtual IP

所谓虚拟人设，就是策划一个专业的人物形象。

The so-called virtual character design is to plan a professional character image.

根据我们的目的，虚构一个人设，进行内容输出，或者是有目的的策划具体的内容输出。

Based on our purpose, create a fictional setting for content output, or purposefully plan specific content output.

比如说，你本身不是做家装设计的，但是为了达到目的，就将自己的账号打造成一个家装设计师，给自己虚构一个人设。

For example, if you are not a home decorator yourself, but in order to achieve your goals, create your own account as a home decorator and create a fictional persona for yourself.

在拍摄内容的时候，根据平台和条件的不同，可以真人出镜，也可以非真人出镜。

When shooting content, depending on the platform and conditions, it can be made in person or in person.

非真人出镜可以以第一视角拍摄内容，配上自己的声音；还可以做图文内容的输出，像小红书、知乎这类平台就比较适合做图文内容输出。

Non real people can shoot content from the first perspective, accompanied by their own voice; You can also output graphic and textual content, and platforms like Xiaohongshu and Zhihu are more suitable for outputting graphic and textual content.

版权声明