方向錯(cuò)了，再多的努力也是無效掙扎。
　　The direction is wrong, no matter how much effort is put in, it is still an ineffective struggle.
　　作為一個(gè)短視頻營銷策劃，經(jīng)常會有企業(yè)老板或營銷負(fù)責(zé)人找我聊短視頻營銷的問題，在深入了解了他們的現(xiàn)狀后，我發(fā)現(xiàn)一個(gè)令人惋惜的事實(shí)：很多正在做短視頻的企業(yè)，不是不努力，更不是不愿意付出，而是在根本上就走錯(cuò)了方向。
　　As a short video marketing planner, I often have business owners or marketing leaders come to me to discuss issues related to short video marketing. After gaining a deeper understanding of their current situation, I have discovered a regrettable fact: many companies that are working on short videos are either not putting in the effort or unwilling to invest, but are fundamentally heading in the wrong direction.
　　他們投入了時(shí)間、人力和預(yù)算，但內(nèi)容卻像石沉大海，激不起一絲漣漪。
　　They have invested time, manpower, and budget, but the content is like a stone sinking into the sea, unable to stir up any ripples.
　　問題到底出在哪里？今天，我就將這些“病因”系統(tǒng)性地?cái)傞_來講。這或許會戳中你的痛點(diǎn)，但唯有正視它，才是破局的第一步。
　　Where exactly is the problem? Today, I will systematically explain these "causes". This may hit your pain point, but only by facing it squarely is the first step to breaking the deadlock.
　　病因一
　　Cause 1
　　用“宣傳片”的思維，做“短視頻”的內(nèi)容
　　Using the mindset of "promotional videos" to create content for "short videos"
　　你放幾個(gè)宣傳片， 用于日常分享給客戶便于介紹企業(yè)和產(chǎn)品，也能增加企業(yè)品牌調(diào)性，這個(gè)是非常好的。怕就怕，都是這類內(nèi)容。
　　You can put up a few promotional videos for daily sharing with customers to introduce the company and products, and also increase the brand tone of the enterprise. This is very good. Be afraid, it's all about this type of content.
　　這是傳統(tǒng)企業(yè)最典型的“水土不服”。其核心癥狀是：
　　This is the most typical "not adapting to the local conditions" of traditional enterprises. The core symptoms are:
　　Part.01
　　Part.01
　　節(jié)奏緩慢，開場沒有鉤子： 視頻開頭依然是“XX公司，成立于XX年，專注于……”，觀眾在3秒內(nèi)就劃走了。
　　The pace is slow, and there is no hook at the beginning: the video still starts with "XX company, founded in XX year, focusing on...", and the audience swipes away within 3 seconds.
　　Part.02
　　Part.02
　　用“宣傳片”思維做短視頻，還不是最離譜的，更離譜的是干脆就直接放宣傳片，你企業(yè)大，你牛逼有錢大批量拍宣傳片顯得自己很高大上，但是你再大還能大過zf？人家官方賬號也不直接放宣傳片??！結(jié)果就是，內(nèi)容看上去很“高大上”，實(shí)際確實(shí)沒人看！用戶可不買你的賬！顯然，你花了那多么多錢拍的“大片”在短視頻平臺就是垃圾。
　　Using the mindset of "promotional videos" to make short videos is not the most outrageous. What's even more outrageous is simply putting promotional videos on the platform. Your company is big and you have a lot of money to shoot promotional videos in large quantities, which makes you look very high-end. But even if you are big, you can still surpass ZF? Their official accounts don't directly put promotional videos on the platform! The result is that the content looks very high-end, but in reality, no one is watching it! Users don't buy your account! Obviously, the "blockbuster" you spent so much money on is garbage on short video platforms.
　　Part.03
　　Part.03
　　內(nèi)容宏大，追求全面完美： 試圖在1分鐘內(nèi)講清企業(yè)規(guī)模、企業(yè)文化、產(chǎn)品體系、社會責(zé)任，結(jié)果什么都沒講明白。
　　The content is grand, pursuing comprehensive perfection: attempting to explain the company's scale, corporate culture, product system, and social responsibility in just one minute, but failing to explain anything clearly.
　　Part.04
　　Part.04
　　姿態(tài)過高，缺乏網(wǎng)感溝通： 語氣像官方新聞稿，畫面像企業(yè)內(nèi)刊，與用戶隔著一條無法逾越的鴻溝。
　　The posture is too high and lacks online communication: the tone is like an official press release, the image is like an internal publication of a company, and there is an insurmountable gap between the user and the platform.
　　解 藥
　　Antidote
　　忘記“宣傳”，思考“供給”短視頻的邏輯不是“我說你聽”，而是 “我供給，你獲取” 。你需要提供的是在碎片化時(shí)間里，用戶愿意主動獲取的 “價(jià)值”——或是輕松一笑的情緒價(jià)值，或是立馬可用的知識價(jià)值。
　　Forget about "promotion" and think about the logic of "providing" short videos. The logic is not "I say, you listen", but "I provide, you obtain". What you need to provide is the "value" that users are willing to actively acquire in fragmented time - either the emotional value of a relaxed smile or the knowledge value that is immediately available.
　　真正厲害的運(yùn)營，他知道產(chǎn)品的潛在用戶是誰，然后制作出這些用戶想看的內(nèi)容并精準(zhǔn)觸達(dá)。就像我寫的公眾號內(nèi)容，我知道哪些人會需要我的服務(wù)，我讓他們看完我的內(nèi)容就能咨詢我，最終轉(zhuǎn)化成為的我的客戶。
　　A truly powerful operator knows who the potential users of the product are, and then creates the content that these users want to see and accurately reaches them. Like the official account I wrote, I know who will need my services. I let them consult me after reading my content, and eventually become my customers.
　　病因二
　　Cause 2
　　自嗨式表達(dá)，不講“人話”
　　Expressing oneself in a self deprecating manner, without speaking in human language
　　這在技術(shù)驅(qū)動型企業(yè)中尤為普遍。
　　This is particularly common in technology driven enterprises.
　　他們滿懷自豪地介紹自己的產(chǎn)品：“我們采用了XXX分布式架構(gòu)，實(shí)現(xiàn)了YYY算法的底層優(yōu)化，性能提升500%……”
　　They proudly introduced their product: "We have adopted the XXX distributed architecture, implemented the underlying optimization of the YYY algorithm, and improved performance by 500%
　　停！請問，你的客戶聽得懂嗎？他們關(guān)心的是技術(shù)路徑，還是技術(shù)帶來的好處？
　　Stop! Excuse me, can your client understand? Are they concerned about the technological path or the benefits that technology brings?
　　解 藥
　　Antidote
　　擔(dān)任“技術(shù)翻譯官”把你的專業(yè)術(shù)語，翻譯成用戶能感知的利益點(diǎn)。
　　Serve as a 'technical translator' to translate your professional terminology into perceived benefits for users.
　　不要說： “采用納米級涂層?！?br>　　Don't say, "Using nanoscale coatings
　　要說： “湯灑了也不用怕，一擦就干凈?！?br>　　You don't have to worry about soup spilling, it will be clean with just a wipe
　　不要說： “分布式架構(gòu)保證系統(tǒng)穩(wěn)定?！?br>　　Don't say, "Distributed architecture ensures system stability
　　要說： “雙十一當(dāng)天，絕對不會卡頓宕機(jī)。”
　　On Double Eleven, there will definitely be no lag or downtime
　　記住，用戶是為他理解的好處買單，而不是為你的技術(shù)參數(shù)。
　　Remember, users are paying for the benefits they understand, not for your technical specifications.
　　病因三
　　Cause Three
　　戰(zhàn)略懶惰，用戰(zhàn)術(shù)勤奮掩蓋
　　Strategic laziness, covered up with tactical diligence
　　這是最根源的問題。在拍第一條視頻之前，許多企業(yè)根本沒能回答以下幾個(gè)核心問題：
　　This is the fundamental issue. Before filming the first video, many companies were unable to answer the following core questions:
　　1、產(chǎn)品最核心的差異化優(yōu)勢是什么？（你的“尖刀”是什么？）
　　1. What is the core differentiation advantage of the product? What is your 'sharp knife'
　　2、你的精準(zhǔn)客戶是誰？他們聚集在哪個(gè)平臺？（對牛彈琴，還是對知音彈琴？）
　　2. Who are your precise customers? Which platform are they gathering on? (Playing the piano to a cow or to a kindred spirit?)
　　3、他們最大的痛點(diǎn)和渴望是什么？（你的內(nèi)容如何切入他們的生活？）
　　3. What are their biggest pain points and desires? How does your content fit into their lives
　　4、你的短視頻最終要引導(dǎo)用戶去哪里？（是下單、咨詢，還是留資？）
　　4. Where does your short video ultimately guide users? (Is it to place an order, inquire, or leave a deposit?)
　　沒有想清楚這些，內(nèi)容創(chuàng)作就會變成無頭蒼蠅，東一榔頭西一棒槌，連營銷的基本邏輯都理不清楚，搞什么短視頻，洗洗睡吧！
　　If you don't think about these things clearly, content creation will become a headless fly, with one hammer in the east and one hammer in the west, and you can't even understand the basic logic of marketing. Why do you make short videos? Just wash up and sleep!
　　解 藥
　　Antidote
　　先做“內(nèi)容戰(zhàn)略”，再做“內(nèi)容本身”用一張紙，逼自己和團(tuán)隊(duì)先把以下問題寫清楚：
　　First, develop a 'content strategy', then focus on the 'content itself'. Use a piece of paper to force yourself and your team to write down the following questions clearly:
　　定位： 我們是誰？為誰服務(wù)？能提供什么獨(dú)特價(jià)值？
　　Positioning: Who are we? For whom? What unique value can it provide?
　　平臺： 他們在哪里？我們主攻哪個(gè)陣地？
　　Platform: Where are they? Which position should we focus on?
　　內(nèi)容支柱： 圍繞我們的價(jià)值，可以延伸出哪3-5個(gè)持續(xù)輸出的內(nèi)容系列？
　　Content pillar: What 3-5 continuous output content series can be extended around our values?
　　轉(zhuǎn)化路徑： 視頻如何引導(dǎo)用戶一步步走向成交？
　　Conversion Path: How can videos guide users step by step towards closing deals?
　　除此之外，還有這些“并發(fā)癥”：
　　In addition, there are these "complications":
　　1、讓老板娘或女兒，在工廠拍擦邊視頻的，臥槽，真的很無語，把一眾老色批看的哈喇子直流，流完再流下一個(gè)。既然都如此放的開了，直接當(dāng)擦邊博主不比在工廠拍更賺嘛！連自己和家人都不尊重的人，我不覺得你的產(chǎn)品和服務(wù)會是專業(yè)靠譜的。
　　1. Having the boss's wife or daughter shoot edge cleaning videos in the factory is really frustrating. It's like watching a bunch of clich é s and then streaming down another one. Since everyone is so relaxed, wouldn't it be more profitable to be a borderline blogger than to take photos in a factory! I don't think your products and services will be professional and reliable if you don't respect yourself and your family.
　　2、“偶像包袱”過重： 追求每一幀都完美無瑕，導(dǎo)致更新頻率極低，被算法遺忘。
　　2. The burden of idols is too heavy: the pursuit of perfection in every frame leads to extremely low update frequency and being forgotten by algorithms.
　　3、沒有“數(shù)據(jù)復(fù)盤”意識： 發(fā)了視頻就完事，從不研究數(shù)據(jù)為何起伏，無法迭代優(yōu)化。
　　3. Without the awareness of "data review": just post a video and it's done, without studying why the data fluctuates, unable to iterate and optimize.
　　4、把短視頻當(dāng)成“孤島”： 視頻內(nèi)容與官網(wǎng)、門店、銷售話術(shù)完全割裂，無法形成品牌合力。
　　4. Treating short videos as "islands": Video content is completely disconnected from official websites, stores, and sales tactics, making it impossible to form a brand synergy.
　　結(jié)語
　　Conclusion
　　破局的關(guān)鍵，在于思維的轉(zhuǎn)變
　　The key to breaking the deadlock lies in a shift in thinking
　　企業(yè)短視頻，是一個(gè)系統(tǒng)工程。它考驗(yàn)的不僅是拍攝剪輯技術(shù)，更是深度理解用戶、精準(zhǔn)傳遞價(jià)值、并將流量高效轉(zhuǎn)化的綜合能力。
　　Enterprise short video is a systematic project. It tests not only shooting and editing techniques, but also the comprehensive ability to deeply understand users, accurately convey value, and efficiently convert traffic.
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