短视频运营在刺激普通用户生产方面怎么做？

内容引导：我们一定要明确告诉用户，我们需要的内容是哪些，这个主要有两个方面：一个是内容推荐中的内容一定要明确告诉用户什么样的内容是可以被推荐的。同时在审核的过程中，严控用户发布的作品，如果不是我们需要的内容，一概不给推荐。从正反激励两个方面让用户明白什么样的作品是我们需要的；

Content guidance: We must clearly tell users what content we need, which mainly has two aspects: one is that the content recommended must clearly tell users what kind of content can be recommended. At the same time, during the review process, we strictly control the works posted by users. If the content is not what we need, we will not recommend it. Make users understand what kind of works we need from both positive and negative incentives;

生产激励：对于用户的生产激励，最初的时候可以通过一些运营的方式，比如定期的主题内容活动，通过活动的奖品激励用户参与和上传视频。除了活动激励外，很多的是产品侧的激励措施，通常有粉丝，内容互动的激励等，更进一步就是一些金钱的激励，这在一些合适的产品阶段都是可以尝试的




Production incentives: For user production incentives, they can initially be achieved through operational methods such as regular themed content activities, which incentivize users to participate and upload videos through prizes. In addition to activity incentives, many of them are product side incentives, usually including fans, content interaction incentives, and further monetary incentives, which can be tried in some suitable product stages

生产者运营：除了上述的方法外，还有一个比较重要的生产者运营，一般通过运营活动接触生产者，或者邀请产品内目前表现较好的生产者进入社群，在社群中给其他普通用户得不到的额外激励，将这批生产者组织起来。他们会成为产品最核心的用户，保证社区的内容供给。

Producer operation: In addition to the above methods, there is also an important producer operation, which generally involves contacting producers through operational activities or inviting producers who are currently performing well within the product to join the community, providing additional incentives that ordinary users cannot obtain in the community, and organizing this group of producers. They will become the core users of the product, ensuring the content supply of the community.

与传统的广告营销少则百万元、多则千万元的资金投入相比，短视频营销的低成本极具竞争力，这也是短视频营销的优势之一。视频相对于文字来说，具有视觉冲击，更能够植入人的脑海。短视频能够更加灵活地去传达品牌的形象和产品的效果，能够人们留下深刻的印象，同时，由于它的纬度特别多，甚至可能延伸出人的空间想象力，所以人们会对短视频比较感兴趣，从而减少对广告的排斥。 将视频上传到这些短视频平台后，能与用户产生互动评论、点赞、转发。

Compared with traditional advertising marketing that requires investment of as little as one million yuan or as much as tens of millions of yuan, the low cost of short video marketing is highly competitive, which is also one of the advantages of short video marketing. Compared to text, videos have a visual impact and are more likely to be implanted into people's minds. Short videos can more flexibly convey brand image and product effects, leaving a deep impression on people. At the same time, due to its wide range of dimensions, it may even extend people's spatial imagination, so people are more interested in short videos, thereby reducing their rejection of advertisements. After uploading the video to these short video platforms, it can generate interactive comments, likes, and shares with users.

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