济南短视频运营：短视频4大呈现形式解读

现在很火的短视频行业，无论是覆盖人群还是播放量，都不比传统的电视台节目逊色，短视频正进入高速发展阶段，涌入短视频行业的人更是不断上升，仅仅是在抖音方面，抖音的总用户数量已超过8亿，日活7亿，人均单日使用时长超过2小时，这只是平均数据，其实大部分人刷抖音时间会超过3个小时，这个数据还会继续涨，使用时间应该已经成为各大app的第一名。

The popular short video industry is no less popular than traditional TV stations in terms of coverage and broadcast volume. Short video is entering a stage of rapid development, and the number of people pouring into the short video industry is increasing. Just in the aspect of Tiktok, the total number of Tiktok users has exceeded 800 million, with daily life of 700 million, and the average daily use time of more than 2 hours per capita. This is just the average data. In fact, most people will spend more than 3 hours on Tiktok, This data will continue to rise, and the usage time should have become the number one among major apps.

一、短视频的4种表现形式

1、 The Four Forms of Short Video Representation

我们刚开始接触短视频运营需要思考的问题：不同定位风格的短视频账号，表现形式也不尽相同。

At the beginning of our exposure to short video operations, we need to consider the following issues: short video accounts with different positioning styles also have different forms of expression.

适合的短视频表现形式，不仅能使账号整体风格和谐统一，而且能为受众留下记忆点。因此我们更需要找到适合的表现形式，来实现短视频账号的优化改进。

A suitable form of short video presentation can not only make the overall style of the account harmonious and unified, but also leave a memory point for the audience. Therefore, we need to find suitable forms of expression to achieve optimization and improvement of short video accounts.

想要选择适合的短视频内容的表现形式，首先要对不同表现形式的特点有一个充分地了解。

To choose a suitable presentation format for short video content, it is first necessary to have a thorough understanding of the characteristics of different presentation formats.

常见的短视频表现形式有4种：+文字解说，视频+配音，真人口述和情景剧。

There are four common forms of short video presentation:+text commentary, video+dubbing, live person narration, and situational drama.

随着竞争的加大，平台对创作内容也在进行优化，为了使用户得到更多有价值的内容，想要做抖音短视频，这4种短视频展现形式值得我们详细了解。

With the increasing competition, the platform is also optimizing the creative content. In order to make users get more valuable content, we want to make Tiktok short videos. These four short video presentation forms deserve our detailed understanding.

我们可以根据我们之前分享的内容脚本的5个方向确定内容表现的4个形式。

We can determine the four forms of content expression based on the five directions of the script we shared earlier.

1、+文字解说

1. +Text explanation

在抖音上，应该经常可以看到多图+文字解说表达的内容视频，当然我们看到的+配音基本上也是属于这种类型。

On Tiktok, we should often see content videos expressed by multiple pictures and text commentary. Of course, the+dubbing we see is basically of this type.

比如下面的一个视频内容：一个+背景音乐，就可以有很高的播放量和点赞量，制作起来实在是太简单了，而且还是XXX的微博截图。

For example, in the following video, with a background music, it can have a high number of views and likes. The production is simply too simple, and it is also a screenshot of XXX's Weibo account.

当然也可以多图+背景音乐，而且抖音官方也专门推出了这种内容形式的入口：

Of course, multiple pictures+background music can also be used, and the Tiktok official has also launched the entrance of this content form:

很多人都说图文视频是抖音留给普通人后的风口，因为这种形式制作简单易上手，还拥有百亿流量支持。图文形式分为单纯的视频和配音＋故事的形式表现。

Many people say that graphic video is the outlet left by Tiktok for ordinary people, because it is easy to make and has 10 billion traffic support. The form of graphics and text can be divided into simple video and dubbing+story representation.

图文优点就是简单，没有的拍摄设备也能够完全胜任，只需要几张照片就能够完成视频。不过建议短视频运营如果是在负责知识输出的话，好还是选择真人口述，长篇大论的图文难以被用户接受。

The advantage of graphics and text is that it is simple, and even without shooting equipment, it can fully handle it. Only a few photos are needed to complete the video. However, it is recommended that if short video operators are responsible for knowledge output, it is better to choose live person oral communication, as lengthy text and images are difficult for users to accept.

比如下面的一个账号，专门做的就是多图+BGM，来讲述故事的账号，播放量和粉丝还是不少的。

For example, the following account specializes in multi image and BGM storytelling, with a considerable number of views and fans.

单纯的形式是将单张或多张合成一个视频，中涵盖信息量较多，适合干货知识分享、系列好剧推荐、好物推荐等等。

The simple form is to combine a single or multiple videos into a single video, which contains a lot of information and is suitable for sharing dry knowledge, recommending good dramas, recommending good products, and so on.

以下图视频截图为例，博主事前就故事脉络录音形成讲解配音，然后在制作过程中将配音和每一故事情节搭配，这种形式就是讲解配音＋故事形式。

Taking the screenshot of the following image and video as an example, the blogger records the storyline before the event to form an explanatory dubbing. Then, during the production process, the dubbing is combined with each story plot, which is the form of explanatory dubbing+story.

图文形式制作简单适合新手，而且时长普遍较短，相比其他表现形式更易获得较高的完播率。可以完全用PPT形式来制作这类的视频，只要你的PPT制作精美就可以，后期加上文字或者配音就可以。

The production of graphic and textual forms is simple and suitable for beginners, and the duration is generally short, making it easier to achieve a higher completion rate compared to other forms of presentation. You can create such videos entirely in the form of PPT, as long as your PPT is beautifully crafted, and you can add text or dubbing in the later stage.

当然这种内容变现形式还可以考虑真人口述+配音，效果可能会更好一些，视频中有真人出镜，有真人口述，有配音，这种形式是：真人口述++配音的内容表现形式。

Of course, this form of content monetization can also consider live person narration+dubbing, which may have a better effect. In the video, there are live person appearances, live person narration, and dubbing. This form of content expression is: live person narration+dubbing.

有的视频中会展示与内容相关的人物，有的会从电影中截取一段素材并用文字加以说明。

Some videos will display characters related to the content, while others will extract a segment of material from the movie and explain it with text.

2、视频+配音

2. Video+dubbing




这种形式的内容：以影视剧、采访、动画、明星、盘点等内容的剪辑为主，主题不限。

This form of content mainly includes editing of movies, TV dramas, interviews, animations, celebrities, inventory, and other content, with no limitation on the theme.

电影解说类很明显就是这种内容形式：视频+配音+BGM，解说不错和故事情节不错就会有很好的效果，而且可以分集剪辑，可以快速增粉。

The film commentary category is clearly in this form of content: video+dubbing+BGM. If the commentary is good and the story plot is good, it will have a good effect, and it can be divided into episodes for editing, which can quickly increase followers.

如果你是电影解说、科普、八卦、知识教学等需要靠大量的视频或辅助你所说的内容，建议各位短视频运营可以选择视频+配音的形式输出内容。

If you need a large amount of video or auxiliary content for movie commentary, science popularization, gossip, knowledge teaching, etc., it is recommended that short video operators can choose to output content in the form of video+dubbing.

动画类的视频+配音也是这种内容形式，比如抖音里面的各种13的动画视频，关键是故事情节要紧凑。这类账号的表现很不错（截图中抹除了那个相亲的13）。

Animation video+dubbing is also this kind of content form. For example, various 13 animation videos in Tiktok, the key is that the story should be compact. This type of account performs very well (the blind date 13 was removed from the screenshot).

这类视频的难度就是动漫视频的制作，至于配音就跟电影解说的配音一下了。

The difficulty of this type of video lies in the production of anime videos, and as for dubbing, it is similar to dubbing the movie commentary.

虽然对于剪辑要求不高，但是对于剪辑思路要求是非常高的，要做这类视频的话，要先想清楚想要表达什么。

Although the requirements for editing are not high, the requirements for editing ideas are very high. If you want to make such videos, you need to first think clearly about what you want to express.

讲故事类的内容脚本一般情况下都是视频+配音，用已经准备好的视频+配音这种形式关键就是配音解说了。

Storytelling content scripts are usually video and voice over, and the key is to use prepared video and voice over as a form of narration.

上面我们讲了+配音和视频+配音的两种内容形式，这两种内容形式我们在制作过程中给大家总结一下：

Above, we discussed two forms of content: dubbing and video dubbing. During the production process, we will summarize these two forms of content for everyone:

3、真人口述

3. Real person oral narration

真人口述也就是真人口播，这类内容：主播出镜人讲述的形式，以单一固定镜头为主，根据内容加入视频或。

Live person oral communication, also known as live person oral broadcasting, refers to the form of narration by the host on camera, mainly using a single fixed lens, and adding videos or content based on the content.

适用干货分享、知识付费类、新闻、情感、推书类、开箱类等赛道视频。

Applicable for track videos such as dry goods sharing, knowledge payment, news, emotions, book promotion, and unboxing.

这类内容的特点是需要大量的知识积累，如果内容上准备得不够充分、画面比较单一的话，很容易导致完播率低、用户直接划走的情况，对题材的选择较严。

The characteristic of this type of content is that it requires a lot of knowledge accumulation. If the content is not fully prepared and the visuals are relatively single, it is easy to lead to low completion rates and users directly leaving, and the selection of themes is stricter.

真人口播类短视频账号运营注意要点：

Key points for operating live streaming short video accounts:

1、把文案、内容准备好

1. Prepare the copy and content

2、对于选题、制作的内容，要做严格筛选

2. Strict screening is required for the topic selection and production content

3、积累大量相应知识，做好账号内容分析

3. Accumulate a large amount of corresponding knowledge and do a good job in analyzing account content

4、情景剧

4. Situational drama

这类的内容形式难度高了，短剧形式是通过拍摄表演来传达所想要展现的主题。

This type of content format is difficult, and the short drama form conveys the desired theme through filming and performance.

情景剧也是适合大多数人选择的短视频运营表现形式之一，因为几乎所有的行业都是可以通过情景剧输出自己的内容，不止有搞笑视频，例如美食、知识等。这类表现形式在抖音中受欢迎了，播放量和点赞量都是很高的。

Scenario dramas are also one of the short video operation forms that are suitable for most people to choose, because almost all industries can output their own content through scenario dramas, not only funny videos, such as food, knowledge, etc. This kind of expression is popular in Tiktok, with high playback and likes.