大家都在困恼，今年流量是非常难做的，内容成本也不低。
　　Everyone is frustrated that traffic is very difficult to generate this year, and the cost of content is not low.
　　那我们要如何通过当下最主流的工具短视频如抖音，视频号这些视频平台做好的产品的营销呢？
　　So how do we do the marketing of products through the most mainstream tools, such as short videos and video numbers?
　　回忆在2014年我们就在做一些车企品牌的热点事件营销，还有舆情监测这块服务。
　　In 2014, we were doing some hot event marketing for car brands and providing public opinion monitoring services.
　　近期也收了几个在车企新媒体这块工作的伙伴，感触是特别深。
　　Recently, I have also hired several partners who work in the field of new media for car companies, and I have a particularly deep impression.
　　因为在14-15年那时候还没有抖音，更多就是做微博，公众号，百度搜索引擎这些营销。
　　Because there was no Tiktok in 14-15 years ago, it was more about microblogging, official account, Baidu search engine and other marketing.
　　而如今又过去了10年。
　　And now another 10 years have passed.
　　从缺产品的时代，我们进入了缺客户，甚至是抢客户的时代。
　　From the era of product shortage, we have entered an era of customer shortage, even customer competition.
　　那我们要不要短视频呢？
　　Do we need short videos?
　　要！而且要赶紧做！
　　Get it! And we need to do it quickly!
　　那我们如何做好一份短视频运营方案，让团队稳固执行，要老板能轻松审批？
　　How can we develop a short video operation plan that can be executed stably by the team and easily approved by the boss?
　　下面就是我今天要分享的内容，部分内容也来自这几天交流的感悟，希望对你的事业有帮助。
　　The following is the content I want to share today, some of which also come from the insights I have exchanged in the past few days. I hope it will be helpful for your career.
　　一、项目背景与目标（请求预算）
　　1、 Project background and objectives (requesting budget)
　　1.行业现状
　　1. Industry Status
　　根据《2025中国短视频电商白皮书》及艾瑞咨询补充数据显示，抖音平台日活用户突破8.2亿大关（同比增长18%），其中25-35岁都市新中产用户群体占比高达62%，该群体月均可支配收入达1.2万元，消费决策更注重品质与服务体验。
　　According to the 2025 White Paper on China's Short Video E-commerce and the supplementary data of iResearch, the daily active users of the Tiktok platform have broken the 820 million mark (an increase of 18% year on year), of which the new urban middle class user group aged 25-35 accounts for 62%. The monthly disposable income of this group reaches 12000 yuan, and consumer decision-making pays more attention to quality and service experience.
　　平台内容生态呈现三大趋势：
　　The platform content ecosystem presents three major trends:
　　①内容深度化：
　　① Content depth:
　　中长视频流量占比从28%跃至35%，表现为产品拆解、场景化教程类内容完播率提升至65%；
　　The proportion of medium to long video traffic has jumped from 28% to 35%, manifested by an increase in the completion rate of product disassembly and scenario based tutorial content to 65%;
　　就最近小红书都在支持更新长文章了，这个消息我相信都知道吧。

　　Recently, Xiaohongshu has been supporting the updating of long articles, and I believe everyone knows about this news.
　　②搜索场景崛起：
　　② The Rise of Search Scenarios:
　　日均电商相关搜索量突破3亿次，"先种草后搜索"成为主流消费路径；
　　The daily e-commerce related search volume has exceeded 300 million times, and "planting grass before searching" has become the mainstream consumption path;
　　想要了解什么，先会去抖音搜索一下，然后直接通过视频里的推荐链接下单。
　　If you want to know something, you will first go to Tiktok to search, and then place an order directly through the recommendation link in the video.
　　③货架电商成熟：
　　③ Mature shelf e-commerce:
　　据有关数据报道，特别是美妆类目通过"短视频种草+商城秒杀"组合拳实现客单价同比提升22%，3C数码类目则依托AR试用功能将退货率降低至8%以下。
　　According to relevant data reports, especially in the beauty category, the combination of "short video seeding+mall flash sale" has achieved a year-on-year increase of 22% in unit price, while the 3C digital category has reduced the return rate to below 8% through AR trial function.
　　2.核心诉求
　　2. Core demands
　　品牌打造（占总预算60%）
　　Brand building (accounting for 60% of the total budget)
　　新品牌注重就是打造品牌，这个品牌认知强化，这里至少是占总预算60%。
　　The focus of a new brand is to build a brand, which enhances brand awareness and accounts for at least 60% of the total budget.
　　这个部分就包含了：
　　This section includes:
　　①内容矩阵：
　　① Content Matrix:
　　内容矩阵短视频这块，我单独做过分享，后面还在个人IP打造也分享过。
　　I have shared the content matrix of short videos separately, and also shared my personal IP development afterwards.
　　像我们服务过的美妆，餐饮品牌，养生代餐产品等行业，都是采用"3+3+3"内容架构。
　　Industries such as beauty, catering brands, and health meal replacement products that we have served all adopt a "3+3+3" content architecture.
　　品牌塑造：3支品牌纪录片讲述工艺传承，
　　Brand building: 3 brand documentaries about the inheritance of craftsmanship,
　　专业度：专3场行业大咖圆桌讨论塑造专业形象，
　　Professionalism: Three industry experts will hold roundtable discussions to shape professional image,
　　客户真实反馈：3条用户UGC故事引发情感共鸣。
　　Customer feedback: 3 user UGC stories have triggered emotional resonance.
　　②达人布局：
　　② Expert Layout:
　　建立金字塔型KOL体系。
　　Establish a pyramid shaped KOL system.
　　头部垂类达人每月2位负责声量爆破；
　　Two head hanging experts are responsible for volume blasting every month;
　　腰部测评达人每周1位维持热度；
　　1 waist evaluation expert per week to maintain popularity;
　　素人体验官每日3条真实反馈。
　　The amateur experience officer provides 3 real feedbacks per day.
　　③数据指标：
　　③ Data indicators:
　　除搜索量增长外，新增品牌词云正向率≥85%、品牌关联记忆度提升40%。
　　In addition to the increase in search volume, the positive rate of new brand word clouds is ≥ 85%, and the brand association memory is improved by 40%.
　　商品GMV转化（占总预算30%）：
　　Product GMV conversion (30% of total budget):
　　智能投放：搭建"LTV预测模型"，根据用户历史行为动态分配广告预算（新客侧重场景种草，老客推送会员专享）
　　Intelligent advertising: Build an "LTV prediction model" to dynamically allocate advertising budgets based on user historical behavior (new customers focus on scene seeding, old customers push membership exclusive)
　　创意优化：开发"模块化创意工坊"，组合产品卖点（成分/功效/价格）与场景痛点（熬夜/敏感肌/出差）生成千人千面素材。
　　Creative optimization: Develop a "modular creative workshop" that combines product selling points (ingredients/efficacy/price) with scene pain points (staying up late/sensitive skin/business trips) to generate personalized materials for thousands of people.
　　效果保障：设置转化漏斗预警机制，当搜索-加购转化率低于15%时自动触发素材迭代。
　　Effect guarantee: Set up a conversion funnel warning mechanism, which automatically triggers material iteration when the search add purchase conversion rate is below 15%.
　　私域用户沉淀（占总预算10%）：
　　Private domain user sedimentation (accounting for 10% of the total budget):
　　社群运营：设计"美妆配方师"IP人设，通过每周直播答疑+AI肤质诊断工具增强专业信任。
　　Community operation: Design an IP persona for "beauty formulators" and enhance professional trust through weekly live Q&A sessions and AI skin diagnosis tools.
　　数据资产：构建CLV（客户终身价值）预测体系，针对不同层级用户配置专属权益（高CLV用户开放新品试用权，潜在高CLV用户推送教育内容）
　　Data Assets: Build a CLV (Customer Lifetime Value) prediction system and allocate exclusive benefits for users at different levels (high CLV users have the right to try new products, and potential high CLV users push educational content)
　　裂变机制：开发"闺蜜合拍"互动玩法，用户邀请好友拍摄产品使用视频可获双倍积分。
　　Fission mechanism: Develop an interactive gameplay of "best friend collaboration", where users can earn double points by inviting friends to shoot product usage videos.
　　二、执行策略（内容策划）
　　2、 Execution strategy (content planning)
　　1.账号矩阵搭建
　　1. Account matrix construction
　　可以采用"1+3+N"万能架构体系：
　　The "1+3+N" universal architecture system can be adopted:
　　主账号（品牌官号）：每周发布5条垂直内容（含3条产品场景剧+2条CEO访谈），统一使用品牌VI的3秒开场标版
　　Main account (brand official account): Publish 5 vertical contents per week (including 3 product scenario dramas and 2 CEO interviews), using the brand VI's 3-second opening logo uniformly
　　子账号A（知识IP号）：与某某权威机构合作开发《行业百科》系列，采用"问题前置+解决方案"脚本结构
　　Sub account A (Knowledge IP Number): Collaborated with an authoritative organization to develop the "Industry Encyclopedia" series, using a script structure of "problem solving+solution"
　　子账号B（用户共创号）：设置每周三"粉丝福利日"直播，同步发起#我的使用日记话题挑战
　　Sub account B (User Co Creation Account): Set up a live broadcast of "Fan Welfare Day" every Wednesday, and simultaneously initiate the # My Use Diary Topic Challenge
　　2. 流量运营组合
　　2. Traffic operation combination
　　构建"公域+私域"双轮驱动模型。
　　Build a dual wheel drive model of "public domain+private domain".
　　这个内容不懂可以加圈咨询，其实往期我也单独分享过很多。
　　If you don't understand this content, you can add it to the circle for consultation. In fact, I have shared many of them separately in previous issues.
　　三、执行周期与KPI（投入结果预测）
　　3、 Execution cycle and KPI (investment result prediction)
　　说到阶段目标，这个其实是每个方案定生死的关键。
　　Speaking of stage goals, this is actually the key to determining the fate of each plan.
　　很多人会觉得老板为什么不批我方案呀。
　　Many people may wonder why the boss didn't approve of my proposal.
　　其实就是你的方案没有这个内容。
　　Actually, your plan doesn't have this content.
　　我们有很多会员伙伴也是非常聪明，加到我然后让我们团队给他看方案，还有一些参数不会设置也可以咨询我们。
　　We have many members who are also very smart. Add them to me and let our team show them the plan. If you don't know how to set some parameters, you can also consult us.
　　我记得在去年我们有个大学生会员伙伴，他一年找我看了20多份方案，大家想一下，出去写个方案多贵呀。
　　I remember last year we had a college student member who came to me to review over 20 proposals in a year. Think about it, how expensive it would be to go out and write a proposal.
　　这个伙伴通过我们会员服务还升职做了校区项目的主管。
　　This partner has also been promoted to become the supervisor of campus projects through our membership services.
　　所以，我们要学会借力，这样才能让自己快速跑到别人前面。
　　So, we need to learn to leverage our strengths so that we can quickly get ahead of others.
　　信息差重要，经验就是省钱，省时间。
　　Information asymmetry is important, experience is about saving money and time.
　　阶段目标要怎么设计呢？
　　How should the stage goals be designed?
　　重来了。
　　It's over again.
　　1\阶段规划
　　Stage 1 Planning
　　冷启动期（8月）：
　　Cold start period (August):
　　完成蓝V认证+3支品牌TVC拍摄（测试15秒/30秒/60秒三种版本）
　　Completed Blue V certification+3 brand TVC shooting (tested in three versions of 15 seconds/30 seconds/60 seconds)
　　增长期（9-10月）：
　　Growth period (September October):
　　通过A/B测试确定最优脚本模板（重点监测前3秒停留率）
　　Determine the optimal script template through A/B testing (with a focus on monitoring the first 3 seconds of dwell rate)
　　爆发期（11月）：
　　Outbreak period (November):
　　搭建搜索广告+信息流广告+商城秒杀的三重流量矩阵
　　Build a triple traffic matrix of search ads, information flow ads, and mall flash sales
　　2\效果指标
　　2. Performance indicators
　　粉丝增长率 ≥15%/月，这个行业基准值9-10%。
　　The fan growth rate is ≥ 15%/month, which is the industry benchmark value of 9-10%.
　　爆款视频率10w赞≥20%，这个需确保50%视频进入流量池。
　　The popular video has a 10w like rate of ≥ 20%, which requires ensuring that 50% of the videos enter the traffic pool.
　　客单价300元以上商品CTR需达1.8%，这个行业均值1.5%。
　　The CTR for products with a unit price of over 300 yuan needs to reach 1.8%, which is the industry average of 1.5%.
　　以上效果是小编给的指标仅供参考，不同项目有小差异也正常。
　　The above results are provided by the editor for reference only, and it is normal for different projects to have slight differences.
　　四、工作量与增值服务（实际工作与支出清单）
　　4、 Workload and value-added services (actual work and expenditure list)
　　在这里尽量采用阶梯式工作任务量呈现出来。
　　Try to present the workload in a tiered manner here.
　　我举例
　　I'll give you an example
　　第一阶段：
　　Phase 1:
　　16条视频（含2条AI生成+1条3D产品拆解）
　　16 videos (including 2 AI generated+1 3D product disassembly)
　　每周2场品牌自播（含直播脚本策划+实时数据监控）
　　2 brand self broadcasts per week (including live script planning and real-time data monitoring)
　　月度报告含竞品对标分析（选取3个标杆账号）
　　Monthly report includes benchmarking analysis of competitors (selecting 3 benchmark accounts)
　　……
　　……
　　这种老板就会看到原来你花钱，还有做很多事要实现，这个内容也很复杂，想要达到的目标也有做好拆解。
　　This kind of boss will see that you have to spend money and do many things to achieve, which is also very complex, and the goals you want to achieve are also well broken down.
　　清晰的计划，老板花钱才能放心。
　　A clear plan allows the boss to spend money with peace of mind.
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