在移動(dòng)互聯(lián)網(wǎng)滲透率超95%的今天，用戶注意力正以的速度向短視頻平臺(tái)遷移。企業(yè)紛紛入局短視頻賽道，本質(zhì)是順應(yīng)消費(fèi)行為變遷與媒介環(huán)境迭代的必然選擇。這一趨勢(shì)背后，蘊(yùn)含著四大核心驅(qū)動(dòng)因素。

　　Today, with the penetration rate of mobile Internet exceeding 95%, user attention is migrating to the short video platform at an unprecedented speed. Enterprises are entering the short video market one after another, which is essentially an inevitable choice to adapt to the changes in consumer behavior and the iteration of the media environment. Behind this trend, there are four core driving factors.

　　一、用戶注意力重構(gòu)：短視頻成為信息入口

　　1、 User Attention Refactoring: Short Videos Become Information Entrances

　　當(dāng)前，網(wǎng)民日均使用短視頻時(shí)長(zhǎng)已達(dá)110分鐘，超過(guò)即時(shí)通訊成為“殺時(shí)間利器”。用戶獲取信息的習(xí)慣從“主動(dòng)搜索”轉(zhuǎn)向“被動(dòng)”，企業(yè)若缺席短視頻陣地，相當(dāng)于主動(dòng)放棄與潛在客戶的“觸點(diǎn)”。某調(diào)研機(jī)構(gòu)數(shù)據(jù)顯示，濟(jì)南消費(fèi)者在購(gòu)買(mǎi)本地服務(wù)前，超70%會(huì)先通過(guò)短視頻了解商家口碑與產(chǎn)品細(xì)節(jié)，這一比例在年輕群體中更高達(dá)85%。

　　Currently, Chinese netizens use short videos for an average of 110 minutes per day, surpassing instant messaging to become the "number one tool for killing time". The habit of users obtaining information has shifted from "active search" to "passive recommendation". If a company is absent from the short video battlefield, it is equivalent to actively giving up the "first touch point" with potential customers. According to data from a research institution, over 70% of consumers in Jinan will first learn about the reputation and product details of merchants through short videos before purchasing local services, and this proportion is as high as 85% among young people.

　　二、營(yíng)銷(xiāo)效率革命：低成本撬動(dòng)高轉(zhuǎn)化

　　2、 Marketing Efficiency Revolution: Low cost Leveraging High Conversion

　　短視頻推廣實(shí)現(xiàn)“品效合一”的邊際成本遠(yuǎn)低于傳統(tǒng)渠道。一條制作精良的短視頻，可通過(guò)DOU+投放精準(zhǔn)觸達(dá)濟(jì)南同城用戶，單次曝光成本可控制在0.1元以下。某本地餐飲品牌通過(guò)“短視頻+POI定位”組合，將新品推廣預(yù)算的60%投向短視頻平臺(tái)，結(jié)果到店核銷(xiāo)率達(dá)35%，是傳統(tǒng)團(tuán)購(gòu)模式的3倍。更關(guān)鍵的是，短視頻內(nèi)容具備“長(zhǎng)尾效應(yīng)”，內(nèi)容可持續(xù)引流數(shù)月甚數(shù)年，形成“一次投入，長(zhǎng)期收益”的復(fù)利模型。

　　The marginal cost of achieving the integration of product and effect in short video promotion is much lower than that of traditional channels. A well crafted short video that can accurately reach local users in Jinan through DOU+advertising, with a single exposure cost controlled below 0.1 yuan. A local catering brand invested 60% of its new product promotion budget in short video platforms through a combination of "short video+POI positioning". As a result, the in store verification rate reached 35%, which is three times higher than the traditional group buying model. More importantly, short video content has a "long tail effect", and high-quality content can sustainably attract traffic for months or even years, forming a compound interest model of "one-time investment, long-term returns".

　　三、品牌人格化重塑：從說(shuō)教到共情

　　3、 Brand Personality Reshaping: From Preaching to Empathy

　　在信息爆炸時(shí)代，企業(yè)官網(wǎng)與宣傳冊(cè)的“自說(shuō)自話”已難以打動(dòng)用戶，而短視頻能通過(guò)“場(chǎng)景化+人格化”表達(dá)構(gòu)建品牌親和力。某濟(jì)南通過(guò)拍攝“非遺技藝傳承人日?！毕盗校屇贻p用戶感知到品牌溫度，粉絲中18-35歲群體占比從5%提升40%。直播功能更讓企業(yè)主與消費(fèi)者實(shí)時(shí)互動(dòng)，某家居品牌在直播中解答用戶關(guān)于“甲醛釋放量”的疑慮，單場(chǎng)訂單轉(zhuǎn)化率提升2.8倍。

　　In the era of information explosion, the "self talk" of corporate websites and brochures has become difficult to impress users, while short videos can build brand affinity through "scene based+personalized" expression. A time-honored brand in Jinan has made young users feel the warmth of the brand by shooting the "Daily Life of Intangible Cultural Heritage Practitioners" series, and the proportion of fans aged 18-35 has increased from 5% to 40%. The live streaming function allows business owners to interact with consumers in real time. A certain home furnishing brand answered users' doubts about "formaldehyde emissions" during the live broadcast, and the conversion rate of a single order increased by 2.8 times.

　　四、競(jìng)爭(zhēng)壁壘構(gòu)建：不做短視頻就失去入場(chǎng)券

　　4、 Building competitive barriers: Without making short videos, you lose your ticket to the market

　　當(dāng)同行業(yè)80%的企業(yè)已建立短視頻矩陣，缺席者將面臨“搜索無(wú)曝光、活動(dòng)無(wú)參與、口碑無(wú)聲量”的三重困境。某教育機(jī)構(gòu)因未布局短視頻，在招生旺季時(shí)自然流量?jī)H為競(jìng)品的1/3，被迫以3倍購(gòu)買(mǎi)關(guān)鍵詞廣告。更嚴(yán)峻的是，算法機(jī)制會(huì)優(yōu)先展示活躍賬號(hào)，企業(yè)若長(zhǎng)期缺席，其賬號(hào)可能被系統(tǒng)判定為“低質(zhì)量?jī)?nèi)容源”，后續(xù)運(yùn)營(yíng)成本將指數(shù)級(jí)上升。

　　When 80% of companies in the same industry have established a short video matrix, absentees will face the triple dilemma of "no exposure in search, no participation in activities, and silent word-of-mouth". A certain educational institution was forced to purchase keyword advertisements at three times the price during the peak enrollment season, as the natural traffic was only one-third of its competitors due to the lack of short video layout. More seriously, the algorithm recommendation mechanism will prioritize displaying active accounts. If a company is absent for a long time, its official account may be judged as a "low-quality content source" by the system, and the subsequent operating costs will increase exponentially.

　　五、技術(shù)紅利加持：精準(zhǔn)觸達(dá)與數(shù)據(jù)反哺

　　5、 Supported by technological dividends: precise outreach and data feedback

　　短視頻平臺(tái)提供的“萊卡定向”（行為興趣定向）、“系統(tǒng)”等功能，讓企業(yè)能以“濟(jì)南+行業(yè)詞+用戶行為”的交叉標(biāo)簽精準(zhǔn)獲客。某汽車(chē)4S店通過(guò)定向推送“濟(jì)南換車(chē)政策”視頻給3年內(nèi)購(gòu)車(chē)的車(chē)主，線索有效率達(dá)12%，遠(yuǎn)超行業(yè)均值。同時(shí)，視頻完播率、互動(dòng)率等數(shù)據(jù)能實(shí)時(shí)反哺內(nèi)容優(yōu)化，形成“投放-反饋-迭代”的飛輪效應(yīng)。

　　The short video platform provides features such as "Laika targeting" (behavior interest targeting) and "system recommendation", allowing enterprises to accurately attract customers with the cross label of "Jinan+industry keywords+user behavior". A certain car 4S store targeted the "Jinan car replacement policy" video to car owners who have purchased cars within 3 years, with a lead validity rate of 12%, far exceeding the industry average. At the same time, data such as video completion rate and interaction rate can provide real-time feedback for content optimization, forming a flywheel effect of "placement feedback iteration".

　　企業(yè)布局短視頻推廣，已非可選項(xiàng)而是必答題。這既是應(yīng)對(duì)用戶注意力碎片化的生存策略，更是構(gòu)建數(shù)字化時(shí)代品牌競(jìng)爭(zhēng)力的基礎(chǔ)設(shè)施。隨著AIGC技術(shù)降低內(nèi)容生產(chǎn)門(mén)檻，短視頻營(yíng)銷(xiāo)將從“玩家游戲”演變?yōu)椤叭駞⑴c生態(tài)”，企業(yè)唯有早入局、深運(yùn)營(yíng)，方能在流量爭(zhēng)奪戰(zhàn)中占據(jù)先機(jī)。

　　Enterprise layout short video promotion is no longer optional but a mandatory question. This is not only a survival strategy to deal with fragmented user attention, but also an infrastructure for building brand competitiveness in the digital age. With AIGC technology lowering the threshold for content production, short video marketing will evolve from a "professional player game" to a "public participation ecosystem". Only by entering the game early and operating deeply can enterprises gain an advantage in the battle for traffic.

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