老板这两个“不肯”，直接把IP视频运营判了死刑！
　　The boss refused and sentenced the IP video operator to death!
　　大家好，鑫诺商专注互联网行业16年，新媒体短视频运营5年，经历了从0几年开始大搜推广、优化推广、小程序推广到现在新媒体多样化的推广形式，感谢关注！
　　Hello, Xinnuoshang has focused on the Internet industry for 16 years, and has operated new media short videos for 5 years. It has experienced a variety of promotion forms from big search promotion, optimization promotion, and small program promotion to the current new media. Thank you for your attention!
　　我们做IP视频运营这行也有些年头了，见过太多人吐槽：“我们家IP视频运营做不起来，运营不行、内容不行、流量不行”。
　　We have been in the business of IP video operation for some years, and we have seen too many people roast: "Our IP video operation can not be done, the operation is not good, the content is not good, and the traffic is not good".
　　但说实话，大部分时候，问题根本不在运营，不在员工，而在老板本人——尤其是那些“认知跟不上，还特别固执”的老板。
　　But to be honest, most of the time, the problem is not with operations or employees, but with the bosses themselves - especially those who are "cognitively unable to keep up and are particularly stubborn".
　　最常见的两种情况，也是最致命的：不肯花钱，不肯出境。
　　The two most common and deadly situations are refusal to spend money and refusal to leave the country.
　　今天不绕弯子，不聊那些虚头巴脑的理论，就用大白话跟大家唠唠，这两个“不肯”，到底有多毁IP视频运营。
　　Today, I won't go around the bush or talk about those vague theories. Instead, I'll talk to everyone in plain language about how much these two "refusals" have ruined IP video operations.
　　先说说第一个：老板不肯花钱，IP视频运营就是“巧妇难为无米之炊”
　　First of all, let's talk about the first one: the boss refuses to spend money, and IP video operation is like "a clever woman cannot cook without rice"
　　很多老板的心态特别有意思：想做IP视频运营，想靠IP视频运营引流、涨粉、变现，但又不想花钱——觉得“做IP视频运营不就是拍拍视频、发发文吗？找个员工兼职就能做，花什么钱？”
　　Many bosses have a particularly interesting mentality: they want to do IP video operations, rely on IP video operations to attract traffic, gain followers, and monetize, but they don't want to spend money - they think 'Isn't doing IP video operations just about filming videos and posting articles?'? Find an employee to work part-time, what does it cost? ”
　　我见过最夸张的一个老板，让行政兼做IP视频运营，既不让请摄影师，也不让买素材，甚至连剪映的会员都舍不得开，还要求每月涨粉1万，变现5万。你品，你细品。
　　The most exaggerated boss I have ever seen, who combines administrative duties with IP video operations, neither allows hiring photographers nor buying materials, and even refuses to accept membership in Jianying. He demands a monthly increase of 10000 followers and a monetization of 50000. You savor, you savor.
　　做IP视频运营不是“零成本”的，哪怕是最小的账号，也需要投入——要么花钱请专业的人（摄影师、剪辑、文案），要么花钱买素材、投流量、学方法。
　　Running an IP video operation is not "zero cost", even the smallest account requires investment - either by hiring professional people (photographers, editors, copywriters), or by spending money on materials, traffic, and learning methods.
　　老板总觉得“花钱就是亏”，却忘了：好的内容需要打磨，好的呈现需要设备，精准的流量需要投放。
　　The boss always thinks that 'spending money is a loss', but forgets that good content needs polishing, good presentation requires equipment, and precise traffic needs to be deployed.
　　你不肯花钱，员工只能凑活，内容粗糙、画面模糊、流量寥寥，最后IP视频运营做不起来，还怪员工没本事。
　　You refuse to spend money, and employees can only make do with it. The content is rough, the images are blurry, and the traffic is limited. In the end, IP video operations cannot be done, and it's all because the employees are not capable.
　　就像种地，你不肯买种子、不肯施肥，还想收获粮食，可能吗？IP视频运营也是一样，投入和回报不一定成正比，但不投入，一定没有回报。
　　Just like farming, if you refuse to buy seeds, refuse to fertilize, and still want to harvest food, is it possible? The same goes for IP video operations, where investment and return may not necessarily be proportional, but without investment, there will definitely be no return.
　　更扎心的是：很多老板愿意花几万、几十万投广告，却不肯花几千块做IP视频运营——觉得广告是“立竿见影”，IP视频运营是“遥遥无期”。
　　What's even more heart wrenching is that many bosses are willing to spend tens of thousands or even hundreds of thousands of dollars on advertising, but they are unwilling to spend a few thousand yuan on IP video operations - thinking that advertising is "immediate" and IP video operations are "distant".
　　殊不知，广告停了，流量就没了；但IP视频运营做起来了，流量是持续的，甚至能越做越值钱。
　　Little did they know, once the advertisement stops, the traffic will disappear; But with the development of IP video operation, the traffic is continuous and can even become more valuable as it continues to grow.
　　再说说第二个：老板不肯出境，IP视频运营就没了“灵魂”这是比“不肯花钱”更致命的问题。
　　Speaking of the second one, if the boss refuses to leave the country, the IP video operation will lose its "soul". This is a more fatal problem than "refusing to spend money".
　　现在做IP视频运营，尤其是企业IP视频运营、个人IP视频运营，“人”才是核心。
　　Nowadays, when it comes to IP video operations, especially enterprise IP video operations and personal IP video operations, 'people' are the core.
　　用户关注你，不是关注你的产品有多好，而是关注你这个人——你的价值观、你的专业、你的真实感。
　　Users pay attention to you not because of how good your product is, but because of who you are - your values, your expertise, and your sense of authenticity.
　　但很多老板，打死都不肯出境。理由五花八门：“我不上镜”“我不会说”“我怕露脸有风险”“让员工出镜就行”。
　　But many bosses refuse to leave the country even if they die. There are various reasons: "I won't be on camera", "I won't say anything", "I'm afraid of the risk of showing my face", "Just let employees appear on camera".
　　我想说：员工出镜，做起来的是员工的IP视频运营，不是公司的IP视频运营；员工走了，你之前所有的投入，全白费。
　　I want to say: when employees appear on camera, they are doing IP video operations for employees, not for the company; The employee has left, and all your previous investments have been in vain.
　　老板才是公司最好的代言人。不管你长得好不好看，会不会说话，只要你敢出镜，敢说真话，敢分享你的行业经验、创业故事，就比任何员工出镜都有说服力。你想想：用户为什么要相信你家的产品？因为相信你这个人。
　　The boss is the best spokesperson for the company. No matter how good-looking or talkative you are, as long as you dare to appear on camera, speak the truth, and share your industry experience and entrepreneurial story, you are more persuasive than any employee who appears on camera. Think about it: Why should users trust your products? Because I believe in you as a person.
　　你不肯出镜，用户看不到你，不了解你，怎么相信你？怎么愿意为你付费？我见过很多老板，一开始也怕出镜，拍第一条视频的时候，紧张得说不出话，镜头都不敢看。但慢慢拍下来，越来越自然，粉丝越来越多，变现也越来越顺。
　　You refuse to appear on camera, and users cannot see or understand you. How can they trust you? How would I be willing to pay for you? I have seen many bosses who were initially afraid of appearing on camera. When filming their first video, they were so nervous that they couldn't speak and didn't even dare to watch the camera. But as we slowly took pictures, it became more and more natural, with more and more fans, and monetization became more and more smooth.
　　反而那些不肯出镜的老板，不管运营怎么努力，账号始终做不起来——没有灵魂的IP视频运营，就像没有根的树，长不高，也长不牢。其实，IP视频运营做不好，本质是老板的认知问题很多老板不是没钱，也不是没能力，就是认知跟不上。
　　On the contrary, those bosses who refuse to appear on camera, no matter how hard they try to operate, their accounts cannot be established - soulless IP video operations are like rootless trees that cannot grow tall or firmly. In fact, the poor operation of IP video is essentially due to the cognitive problem of the boss. Many bosses either lack money or ability, but their cognition cannot keep up.
　　他们总觉得，做IP视频运营是“锦上添花”，不是“雪中送炭”；总觉得，不花钱、不出镜，也能做好IP视频运营；总觉得，运营能解决所有问题。
　　They always feel that doing IP video operations is a 'icing on the cake', not a 'timely help'; I always feel that I can do a good job in IP video operation without spending money or appearing on camera; I always feel that operations can solve all problems.'

　　但事实是：IP视频运营的天花板，从来不是运营，而是老板的认知。
　　But the fact is: the ceiling of IP video operation has never been operation, but the boss's perception.
　　你愿意花钱，是因为你看懂了IP视频运营的价值，知道这是长期投资；你愿意出镜，是因为你敢于展示自己，知道这是IP视频运营的核心竞争力。
　　You are willing to spend money because you understand the value of IP video operation and know that it is a long-term investment; You are willing to appear on screen because you dare to showcase yourself and know that this is the core competitiveness of IP video operation.
　　反之，如果你始终抱着“舍不得花钱、不敢出镜”的心态，哪怕请再厉害的运营，找再专业的团队，你的IP视频运营也做不好——因为你从一开始，就给自己的IP视频运营设了限。最后想说一句：做IP视频运营，拼的不是运营技巧，不是内容创意，而是老板的格局和认知。
　　On the contrary, if you always hold the mentality of "unwilling to spend money and afraid to appear on screen", even if you hire a skilled operator and a professional team, your IP video operation cannot be done well - because you have set limits on your IP video operation from the beginning. Finally, I would like to say that in IP video operation, it's not about operational skills or content creativity, but about the boss's perspective and cognition.
　　如果你是老板，别再固执了，舍不得花钱，就别指望IP视频运营能给你带来惊喜；不肯出镜，就别抱怨IP视频运营做不起来。
　　If you are the boss, stop being stubborn and reluctant to spend money. Don't expect IP video operations to bring you surprises; If you don't want to appear on camera, don't complain that IP video operations can't be done.
　　如果你是运营，遇到这样的老板，也别太内耗，你能做的，是尽量引导，实在不行，也别硬扛。
　　If you are an operator and encounter such a boss, don't be too confrontational. What you can do is to guide as much as possible. If it doesn't work, don't force yourself.
　　毕竟，老板的认知，才是决定IP视频运营成败的关键。
　　After all, the boss's perception is the key to determining the success or failure of IP video operations.
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