在這個人人都刷短視頻、拍短視頻的時代，讓自家短視頻脫穎而出，成為爆款，已經(jīng)是越來越多商家的運(yùn)營目標(biāo)。

　　In this era where everyone is browsing and filming short videos, making their own short videos stand out and become popular has become the operational goal of more and more businesses.

　　視頻拍了沒人看？觀眾定位不準(zhǔn)確？視頻流量低轉(zhuǎn)化？

　　Did anyone watch the video? Inaccurate audience positioning? Low conversion rate of video traffic?

　　快來一起學(xué)習(xí)下直播間引流短視頻基礎(chǔ)邏輯，學(xué)習(xí)爆款短視頻制作圖鑒！

　　Come and learn the basic logic of live streaming room drainage short videos together, and learn the popular short video production guide!

　　01準(zhǔn)確定位賬號

　　01 Accurately locate the account

　　賬號定位是商家短視頻、直播等運(yùn)營活動的基礎(chǔ)，一個好的賬號定位可以幫助商家實現(xiàn)內(nèi)容-粉絲粘性-商業(yè)化效果-引流增長鏈路。設(shè)計抖音賬號定位的方式有很多，這里為大家介紹“提煉-包裝-視頻塑造”三步定位法。

　　Account positioning is the foundation of a merchant's short video, live streaming, and other operational activities. A good account positioning can help merchants achieve a content fan stickiness commercialization effect traffic growth chain. There are many ways to design Tiktok account positioning. Here we focus on the three-step positioning method of "refining - packaging - video shaping".

　　1、自身價值提煉

　　1. Extracting one's own value

　　要充分了解自己：我是誰？我的用戶是誰？我有什么？我能給粉絲帶來什么價值？

　　Firstly, it is important to fully understand oneself: Who am I? Who are my users? What do I have? What value can I bring to fans?

　　在提煉自身價值時，可以將自己的產(chǎn)品、賬號自身屬性、主播風(fēng)格屬性，與用戶需求、用戶群體畫像、用戶審美喜好進(jìn)行匹配，尋找到的交集。

　　When extracting one's own value, one can match their products, account attributes, and anchor style attributes with user needs, user group profiles, and user aesthetic preferences to find the maximum intersection.

　　2、賬號定位包裝

　　2. Account positioning packaging

　　自身價值是賬號內(nèi)核，用來打動用戶，定位包裝則是賬號外顯，用來吸引用戶。賬號定位包裝包括賬號裝修和人物裝修兩個維度，其中人物裝修有較強(qiáng)的個人風(fēng)格，因號而異；賬號裝修有頭像、昵稱、封面、簡介四個包裝維度。

　　The intrinsic value is the core of the account, used to impress users, while the positioning packaging is the external appearance of the account, used to attract users. Account positioning packaging includes two dimensions: account decoration and character decoration, among which character decoration has a strong personal style that varies depending on the account; Account decoration has four packaging dimensions: avatar, nickname, cover, and introduction.

　　賬號頭像選擇的賬號頭像一般有以下幾個特點(diǎn)：本人真實頭像、大頭像，一般選取生活照更有親和力，保持畫質(zhì)清晰。知名品牌則可以直接使用Logo。切記不要以背景做頭像，沒有亮點(diǎn)；不用動物做頭像，顯得業(yè)余、不；盡量不用背景大于人物的人像，容易失去焦點(diǎn)。

　　The selection of excellent account avatars generally has the following characteristics: real avatar, large avatar. Generally, choosing life photos is more approachable and maintains clear image quality. Well known brands can directly use their logos. Remember not to use the background as your avatar, as there are no highlights; Not using animals as avatars makes one appear amateur and unprofessional; Try not to use portraits with backgrounds larger than the characters, as they can easily lose focus.

　　賬號昵稱命名在給賬號命名時，需注意設(shè)置的昵稱需好理解、好記憶、好傳播。此外，定位清晰也很重要?？梢詤⒖肌肮健?，如“XX（性格）的XX（花名）”-“香香軟軟的小泡芙”等。

　　When naming an account, it is important to note that the nickname should be easy to understand, remember, and spread. In addition, clear positioning is also important. You can refer to the "universal formula", such as "XX (personality) of XX (flower name)" - "fragrant and soft little puffs", etc.

　　昵稱命名參考

　　Nickname Naming Reference

　　賬號封面選擇設(shè)置抖音賬號封面時，可以根據(jù)賬號性質(zhì)、活動需求等，選擇展示產(chǎn)品型、展示人設(shè)型、功能展示型、引導(dǎo)行動型、信任背書型、活動通知型封面。例如，某女裝店鋪在固定時間進(jìn)行清倉直播活動，直接將封面設(shè)置成活動信息，引流粉絲觀看。

　　When selecting to set the Tiktok account cover, you can select the display product type, display person type, function display type, guide action type, trust endorsement type, and activity notification type covers according to the account nature, activity needs, etc. For example, a women's clothing store conducts a clearance live broadcast activity at a fixed time, directly setting the cover as activity information to attract fans to watch.

　　封面設(shè)置示意

　　Cover setting diagram

　　個人簡介編輯好的個人簡介可以幫助粉絲快速了解賬號信息，起到增粉的作用。賬號簡介一般包括：我是誰，經(jīng)營什么產(chǎn)品，為什么值得用戶相信，直播時間四個維度信息。

　　A well edited personal profile can help fans quickly understand account information and increase their followers. The account profile generally includes four dimensions of information: who I am, what products I operate, why users trust me, and live streaming time.

　　個人簡介示意

　　Personal profile illustration

　　3、多維度視頻塑造定位

　　3. Multi dimensional video shaping and positioning

　　商家可以使用特定方向視頻塑造賬號定位，常見方向一般有新品上市、寵粉活動、回復(fù)質(zhì)疑、跟拍熱點(diǎn)等12個。

　　Merchants can use videos in specific directions to shape account positioning. Common directions generally include new product launches, pet fan activities, responding to questions, and following up on hot topics.

　　本文由 濟(jì)南短視頻運(yùn)營  友情奉獻(xiàn).更多有關(guān)的知識請點(diǎn)擊 http://m.100weixin.cn/   真誠的態(tài)度.為您提供為的服務(wù).更多有關(guān)的知識我們將會陸續(xù)向大家奉獻(xiàn).敬請期待.

　　This article is a friendly contribution from Jinan Short Video Operations For more related knowledge, please click http://m.100weixin.cn/ Sincere attitude To provide you with comprehensive services We will gradually contribute more relevant knowledge to everyone Coming soon.