在短视频流量持续井喷的当下，济南企业如何借助这一媒介实现高效推广，成为提升品牌影响力与市场竞争力的关键课题。作为历史文化名城与区域性经济中心，济南拥有独特的产业优势与文化底蕴，企业在短视频推广中，需立足本地特色，结合短视频平台传播规律，从多个维度精准发力，打造具有地域特色与传播力的短视频内容，实现破圈传播。​
In the current era of continuous surge in short video traffic, how Jinan enterprises can use this medium to achieve efficient promotion has become a key issue in enhancing brand influence and market competitiveness. As a historical and cultural city and regional economic center, Jinan has unique industrial advantages and cultural heritage. In short video promotion, enterprises need to base themselves on local characteristics, combine with the dissemination rules of short video platforms, and make precise efforts from multiple dimensions to create short video content with regional characteristics and dissemination power, achieving breakthrough dissemination. ​
一、精准定位目标受众，定制个性化内容​
1、 Accurately targeting the target audience and customizing personalized content
剖析本地与外地受众差异​
Analyze the differences between local and non local audiences
济南企业的目标受众既包括本地消费者，也涵盖外地潜在客户。对于本地受众，可围绕济南人的生活习惯、消费偏好与文化共鸣点创作内容。例如，济南本地餐饮企业在短视频中融入济南方言、本地美食文化故事，像介绍把子肉的制作工艺时，搭配老济南街头巷尾的场景，能迅速拉近与本地消费者的距离。而针对外地受众，则突出济南特色与企业产品或服务的独特吸引力，如文旅企业在短视频中展现趵突泉、大明湖等标志性景点，结合企业推出的特色旅游线路，吸引外地游客前来体验。​
The target audience of Jinan enterprises includes both local consumers and potential customers from other regions. For local audiences, content can be created around the lifestyle habits, consumption preferences, and cultural resonance points of Jinan people. For example, local catering companies in Jinan can incorporate Jinan dialect and local food culture stories into short videos, such as introducing the production process of pork belly and pairing it with scenes from the streets and alleys of old Jinan, which can quickly bring them closer to local consumers. For non local audiences, the unique attraction of Jinan's characteristics and enterprise products or services is highlighted. For example, cultural and tourism enterprises showcase iconic attractions such as Baotu Spring and Daming Lake in short videos, combined with the characteristic tourism routes launched by the enterprises, to attract non local tourists to come and experience. ​
细分受众需求与兴趣​
Segmenting audience needs and interests
根据不同行业与产品特性，进一步细分受众群体。济南的教育培训机构可针对学生、家长、职场人士等不同受众，制作差异化内容。面向学生的短视频以趣味知识讲解、学习方法分享为主；面向家长的内容聚焦教育政策解读、孩子成长规划；针对职场人士则推出职业技能提升课程介绍。通过精准定位受众需求与兴趣，创作贴合其关注点的短视频，提高内容的吸引力与转化率。​
Further segment the audience based on different industries and product characteristics. Education and training institutions in Jinan can produce differentiated content for different audiences such as students, parents, and professionals. Short videos for students mainly focus on interesting knowledge explanations and sharing of learning methods; Content for parents focuses on interpreting educational policies and planning for children's growth; Introduce vocational skills improvement courses for professionals in the workplace. By accurately targeting the audience's needs and interests, creating short videos that fit their focus, and improving the attractiveness and conversion rate of the content. ​
二、挖掘济南特色元素，打造地域化内容​
2、 Explore the unique elements of Jinan and create localized content
融入泉水文化与城市景观​
Integrating Spring Water Culture and Urban Landscape
泉水是济南的灵魂，企业可将泉水元素深度融入短视频创作。例如，济南的饮品企业在短视频中展示以泉水为原料的生产过程，强调水源的独特性与品质优势；家居企业以泉水景观为背景，拍摄产品展示视频，营造自然、清新的品牌氛围。同时，利用济南的城市景观如千佛山、解放阁等作为拍摄场景，增强视频的地域辨识度。像某服装品牌在短视频中，模特身着新品漫步在黑虎泉畔，将时尚与泉城美景相结合，吸引大量用户关注与分享。​
Spring water is the soul of Jinan, and companies can deeply integrate spring water elements into short video creation. For example, beverage companies in Jinan showcase their production process using spring water as raw material in short videos, emphasizing the uniqueness and quality advantages of the water source; Home furnishing companies shoot product display videos against the backdrop of spring water landscapes to create a natural and fresh brand atmosphere. At the same time, utilizing the urban landscapes of Jinan, such as Qianfo Mountain and Jiefang Pavilion, as shooting scenes, enhances the regional recognition of the video. Like a clothing brand in a short video, models dressed in new products stroll by the Black Tiger Spring, combining fashion with the beautiful scenery of the spring city, attracting a large number of users' attention and sharing. ​
结合本地产业与民俗文化​
Combining local industries with folk culture
济南的特色产业与民俗文化是宝贵的创作资源。章丘的铁锅制造企业可通过短视频展示传统打铁工艺，讲述匠人故事，展现非遗文化魅力；平阴的玫瑰产业企业，在短视频中呈现玫瑰种植、采摘、加工过程，结合玫瑰文化节等活动，推广玫瑰产品。此外，济南的民俗文化如济南剪纸、鲁绣等，也可成为企业短视频的创意来源，通过展示民俗技艺与企业产品的融合，赋予品牌文化内涵，提升品牌附加值。​
Jinan's characteristic industries and folk culture are valuable creative resources. Zhangqiu's iron pot manufacturing enterprise can showcase traditional ironmaking techniques through short videos, tell the stories of craftsmen, and showcase the charm of intangible cultural heritage; The rose industry enterprise in Pingyin presents the process of rose planting, harvesting, and processing in short videos, and promotes rose products in conjunction with activities such as the Rose Culture Festival. In addition, the folk culture of Jinan, such as Paper Cuttings and Lu embroidery, can also become the creative source of enterprise short videos. By demonstrating the integration of folk art and enterprise products, it can give brand cultural connotation and enhance brand added value. ​
三、善用短视频平台特性，提升传播效果​
3、 Make good use of the characteristics of short video platforms to enhance dissemination effectiveness
把握平台流量推荐机制​
Grasp the platform traffic recommendation mechanism
不同短视频平台的流量推荐机制各有特点，济南企业需深入了解并针对性运营。在抖音平台，热门话题、挑战赛是获取流量的重要途径，企业可结合济南本地热点事件或自身产品特色，发起或参与相关话题与挑战赛。例如，济南某商场在抖音发起 “泉城时尚穿搭挑战赛”，鼓励用户上传在商场购物后的穿搭视频，吸引大量用户参与，有效提升商场知名度。而在视频号平台，依托微信社交关系链，企业可通过朋友圈分享、社群传播扩大视频覆盖面，注重内容的社交属性与情感共鸣，提高用户主动分享意愿。​
The traffic recommendation mechanisms of different short video platforms have their own characteristics, and Jinan enterprises need to have a deep understanding and targeted operation. On the Tiktok platform, hot topics and challenges are important ways to obtain traffic. Enterprises can launch or participate in relevant topics and challenges in combination with local hot events in Jinan or their own product features. For example, a mall in Jinan launched the "Quancheng Fashion Style Challenge" in Tiktok, encouraging users to upload their clothing videos after shopping in the mall, attracting a large number of users to participate, and effectively improving the popularity of the mall. On the video account platform, relying on the WeChat social relationship chain, enterprises can expand the coverage of videos through sharing on social circles and community dissemination, pay attention to the social attributes and emotional resonance of content, and increase users' willingness to actively share. ​

创新视频形式与互动玩法​
Innovative video formats and interactive gameplay
为吸引用户注意力，济南企业需不断创新短视频形式。除了常见的产品展示、剧情演绎，还可尝试直播带货、虚拟主播、VR 全景展示等形式。例如，济南的文旅景区利用 VR 全景技术，制作短视频让用户在线体验景区风光，激发游客实地游览的兴趣。同时，增加视频的互动性，设置投票、问答、抽奖等环节，引导用户参与。如济南的一家食品企业在短视频中发起 “你最喜欢的济南小吃” 投票活动，并为参与投票的用户提供产品优惠券，提高用户参与度与品牌好感度。​
To attract users' attention, Jinan enterprises need to constantly innovate short video formats. In addition to common product displays and plot performances, you can also try live streaming sales, virtual anchors, VR panoramic displays, and other forms. For example, the cultural and tourism scenic spots in Jinan utilize VR panoramic technology to produce short videos for users to experience the scenery of the scenic spots online, stimulating tourists' interest in on-site visits. At the same time, increase the interactivity of the video, set up voting, Q&A, lottery and other activities to guide users to participate. A food company in Jinan launched a "Your Favorite Jinan Snack" voting campaign in a short video and provided product coupons to participating users to increase user engagement and brand favorability. ​
四、开展多元化合作推广，扩大传播范围​
4、 Carry out diversified cooperation promotion and expand the scope of dissemination
与本地达人及网红合作​
Collaborate with local influencers and internet celebrities
济南本地拥有众多有影响力的达人与网红，企业与其合作能快速打开市场。根据企业产品或服务类型，选择匹配的达人进行合作。美食企业可与美食探店达人合作，邀请其品尝并推荐产品；美妆企业与美妆博主合作，展示产品使用效果。例如，济南的一家老字号糕点店与本地美食达人合作，达人在短视频中详细介绍糕点的制作工艺与口感，引发大量用户关注，店铺销量大幅增长。通过达人的粉丝基础与影响力，企业能够快速触达目标受众，提升品牌知名度。​
Jinan has numerous influential influencers and internet celebrities, and collaborating with them can quickly open up the market. Select matching experts for collaboration based on the type of enterprise product or service. Food companies can collaborate with food exploration experts, inviting them to taste and recommend products; Beauty companies collaborate with beauty bloggers to showcase the effectiveness of their products. For example, a time-honored pastry shop in Jinan collaborated with local food experts. The experts detailed the production process and taste of pastries in short videos, which attracted a large number of users' attention and led to a significant increase in store sales. By leveraging the fan base and influence of influencers, companies can quickly reach their target audience and enhance brand awareness. ​
联动本地企业与机构​
Linking local enterprises and institutions
济南企业之间可开展联动推广，实现资源共享、优势互补。例如，济南的旅游企业与酒店、餐饮企业合作，推出 “济南旅游套餐”，并通过短视频进行联合推广，在视频中互相推荐，扩大各自的客户群体。此外，企业还可与本地政府机构、行业协会合作，参与政府组织的宣传活动，借助官方渠道提升品牌公信力与传播力。如济南的文化企业参与政府举办的 “泉城文化宣传周” 活动，通过短视频展示企业文化成果，获得官方平台的宣传推广，提升企业影响力。
Jinan enterprises can carry out collaborative promotion to achieve resource sharing and complementary advantages. For example, tourism companies in Jinan cooperate with hotels and catering enterprises to launch "Jinan Tourism Packages" and promote them through short videos, recommending each other in the videos to expand their respective customer groups. In addition, enterprises can also cooperate with local government agencies and industry associations, participate in government organized promotional activities, and enhance brand credibility and dissemination through official channels. Cultural enterprises in Jinan participate in the government's "Spring City Culture Promotion Week" event, showcasing their cultural achievements through short videos, gaining official platform promotion, and enhancing their corporate influence.

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