傳統(tǒng)互聯(lián)網(wǎng)廣告到短視頻營銷思維轉(zhuǎn)變

短視頻廣告營銷與傳統(tǒng)網(wǎng)絡(luò)營銷廣告有很多不同的地方。

There are many differences between short video advertising and traditional online marketing advertising.

傳統(tǒng)的互聯(lián)網(wǎng)廣告是讓用戶主動尋找獲得信息，從而進行銷售；而短視頻廣告融入在用戶瀏覽的視頻內(nèi)容中，用戶屬于被動接收。

The traditional Internet advertising is to let users actively seek and obtain information to sell; And when short video advertisements are integrated into the video content that users browse, they belong to passive reception.

傳統(tǒng)廣告的受眾范圍較為廣泛，但是很難確定廣告的目標(biāo)人群是否真正看到了廣告；而網(wǎng)絡(luò)廣告則可以非常精準(zhǔn)地針對目標(biāo)人群，讓廣告的效果更加明顯。

The audience of traditional advertising is relatively broad, but it is difficult to determine whether the target audience of the advertisement has truly seen it; And online advertising can target the target audience very accurately, making the effect of advertising more obvious.

所以在做短視頻營銷時，我們的思維應(yīng)該做出適當(dāng)?shù)母淖儭?/p>

So when doing short video marketing, our thinking should make appropriate changes.

從強營銷到弱營銷

From strong marketing to weak marketing

我們習(xí)慣直接做廣告，告訴用戶我們的產(chǎn)品是什么、我們可以提供什么，并且希望用戶可以直接下單。但是現(xiàn)在用戶對于傳統(tǒng)的硬廣是有抵觸情緒的。

We are accustomed to directly advertising, telling users what our products are, what we can offer, and hoping that users can place orders directly. But now users have a resistance towards traditional hard advertising.

所以我們要采用弱營銷的方式。我們可以通過短視頻的內(nèi)容輸出，讓用戶先獲得好處，告訴用戶我們的產(chǎn)品、服務(wù)的優(yōu)勢，讓用戶信任我們并選擇我們。

So we need to adopt a weak marketing approach. We can use the content output of short videos to help users benefit first, inform them of the advantages of our products and services, and make them trust us and choose us.




從推產(chǎn)品到推內(nèi)容

From promoting products to promoting content

我們總是習(xí)慣推廣我們的產(chǎn)品，但是對于用戶來說，并不一定要購買你的產(chǎn)品。

We are always accustomed to promoting our products, but for users, it is not necessarily necessary to purchase your products.

但是他們對于內(nèi)容的需求是一致的。用戶可能有需求，但不會購買產(chǎn)品，但是一定會了解相關(guān)的內(nèi)容。

But their demand for content is consistent. Users may have needs, but they may not purchase products, but they will definitely understand the relevant content.

所以做短視頻營銷，我們一定要推內(nèi)容、抓人群，我們可以通過文章、圖片、視頻的形式進行推廣營銷。我們需要先找到目標(biāo)用戶群體，并且十分清晰的了解我們的目標(biāo)人群。

So when doing short video marketing, we must promote content and target audiences. We can promote marketing through articles, images, and videos. We need to first identify the target user group and have a very clear understanding of our target audience.

例如服裝銷售，傳統(tǒng)的營銷方式是強調(diào)服裝的材質(zhì)、顏色、質(zhì)感或是性價比。

For example, in clothing sales, traditional marketing methods emphasize the material, color, texture, or cost-effectiveness of clothing.

但是短視頻營銷要做內(nèi)容的輸出，比如不同場合的穿搭，不同心情的穿搭，同時再進行產(chǎn)品的銷售。

However, short video marketing requires content output, such as dressing for different occasions and moods, while also promoting product sales.