济南短视频推广：视频号运营从定位到变现全攻略！

　　今天，我们就来深入探讨视频号的运营定位与变现策略，帮助大家在这个新兴领域中抢占先机，实现商业价值的最大化。

　　Today, we will delve into the operational positioning and monetization strategy of video accounts, helping everyone seize the opportunity in this emerging field and achieve maximum commercial value.

　　1、开通视频号后第一步做什么

　　1. What is the first step after opening a video account

　　2、视频号如何帮你挣钱

　　2. How can video accounts help you earn money

　　1

　　1

　　开通视频号第一步做什么

　　What is the first step to open a video account

　　开通视频号时，是否你脑海中第一反应就是迫不及待地发布视频呢？

　　When you open a video account, does your first thought be to be eager to publish videos?

　　然而，慢着！慢着！

　　However, hold on! Wait a minute!

　　切勿急于求成，发布内容之前，有一件至关重要的事情需要深思熟虑：那就是明确你的视频号账号定位。

　　Don't rush for success. Before publishing content, there is one crucial thing to consider carefully: clarify the positioning of your video account.

　　很多人常常盲目跟风，别人做什么，自己也跟着做，缺乏明确的目标和规划，走一步算一步，这样的态度往往难以取得成功。成功，向来属于那些有准备、有远见的人。

　　Many people often blindly follow the trend, doing what others do and doing it themselves, lacking clear goals and plans, and taking one step at a time. Such an attitude is often difficult to achieve success. Success has always belonged to those who are prepared and visionary.

　　常言道：“磨刀不误砍柴工”，要做好一件事情，首先要确保工具的锋利。若想收获满满的成果，必须先将“刀”磨得锋利。因此，我强烈建议大家在第一步时，先做好精准定位。定位如定天下，它决定了你的视频号未来可能的发展轨迹和方向。一个清晰的定位，是通往成功的第一步。

　　As the saying goes, 'Sharpening a knife is not a mistake for chopping wood.' To do something well, the first thing to do is to ensure the sharpness of the tool. If you want to reap full rewards, you must first sharpen your 'knife'. Therefore, I strongly recommend everyone to do accurate positioning in the first step. Positioning is like setting the world, it determines the possible development trajectory and direction of your video account in the future. A clear positioning is the first step towards success.

　　1、定视频号的运营目的

　　1. The purpose of operating a designated video account

　　只有明确自己的做号目的，清晰自己的变现路径，才能实现账号变现。常见视频号变现方式主要有，卖自己的货，帮别人卖货，靠直播间打赏，帮人做广告，帮自己做宣传等几种方式。

　　Only by clarifying one's account purpose and monetization path can one achieve account monetization. The common ways to monetize video accounts include selling one's own products, helping others sell products, using live streaming rooms to give rewards, helping others advertise, and promoting oneself.

　　图片

　　Picture

　　目的不同、做法不同，目的将决定有效的动作，有效的动作将决定结果，所以一开始就要非常明确自己做号的目的。

　　The purpose and approach are different, and the purpose will determine the effective action, which will determine the result. Therefore, it is important to be very clear about the purpose of your account from the beginning.

　　比如：你的目的是做品牌推广，二是卖货。

　　For example, your purpose is to promote your brand, and secondly, to sell goods.

　　那建议第一阶段以品牌推广为主，等客户接受以后，再慢慢的植入产品，不要一上来，就发各种硬广，那样只会被用户屏蔽。

　　That suggestion is to focus on brand promotion in the first stage, and then slowly implant the product after the customer accepts it. Don't just post various hard ads right away, as it will only be blocked by users.

　　2、定目标人群：你想要吸引谁！

　　2. Target audience: Who do you want to attract!

　　如果你要卖货的话，要把产品卖给谁？你的产品面向的客户群体画像是什么呢？他们的兴趣爱好是哪方面呢？客户越细分越好，越细分越精准。比如，一款客单价相对较高的儿童牙膏，面向的用户群，基本上就是中高收入群体，关注孩子健康，高学历，科学素养高等等的那一批人。

　　If you want to sell goods, who should you sell the product to? What is the customer profile targeted by your product? What are their interests and hobbies? The more segmented the customer, the better, and the more precise the segmentation. For example, a children's toothpaste with a relatively high unit price is aimed at the middle and high-income groups, who are concerned about children's health, high education, scientific literacy, and so on.

　　3、定账号方向：视频号要发什么内容？

　　3. Account direction: What content should be posted on the video account?

　　目前视频号是重点扶持垂直作者和媒体机构，鼓励原创、真人账号，不鼓励搬运、低俗等违反平台规则的内容。

　　At present, video accounts focus on supporting vertical authors and media organizations, encouraging original and live action accounts, and not encouraging content that violates platform rules such as reposting and lowbrow content.

　　所以我们做内容要抓住两个重点，一个是垂直内容，第二个是真人出镜。一个账号只专注一个细分领域，不要面对泛群体去做内容，不垂直等于不专注，越想迎合所有的用户，做各种各样的内容，后面就越有更多的用户，觉得你不专业而放弃关注你。

　　So when creating content, we need to focus on two key points: vertical content and real-life appearances. One account should only focus on one niche area, and not create content for a general audience. Not being vertical means not being focused. The more you want to cater to all users and create various types of content, the more users will follow you, thinking that you are not professional and giving up following you.

　　我把客户喜欢看的内容整理成下面5个大类：

　　I have organized the content that customers like to watch into the following 5 categories:

　　1>第一颜值类：小哥哥、小姐姐、萌娃、萌宠；

　　1> The first category of appearance: little brother, little sister, cute child, cute pet;

　　2>第二才艺类：技术流、舞蹈、手工、唱歌、配音等等；

　　2> Second talent category: technical flow, dance, handicrafts, singing, voice acting, etc;

　　3>第三兴趣类：健身、动漫、美食、美妆、摄影、旅游、数码等等；

　　3> Third interest category: fitness, animation, food, beauty, photography, tourism, digital, etc;

　　4>第四知识类：办公软件、母婴知识 、英语 、人文历史等等；

　　4> The fourth category of knowledge includes office software, maternal and child knowledge, English, humanities and history, etc;

　　5>第五剧情类：搞笑、推理、悬疑、情感等等；

　　5> The fifth plot category: humor, deduction, suspense, emotions, etc;

　　大家可以根据这个分类，结合自己的做号目的和客户群体，来制定自己账号内容方向。自己擅长什么就来什么，视频号中的技能分享最近很火（如PS教学、知识付费等）。

　　Everyone can develop their own account content direction based on this classification, combined with their account purpose and customer base. Whatever you are good at, come and share your skills on video accounts (such as PS teaching, knowledge payment, etc.).

　　4、定人设：我是谁？账号的主体风格

　　4. Character setting: Who am I? The main style of the account

　　定人设也就是给账号打标签，你这个账号额身份是什么？无论是企业账号、个人账号都需要有个拟人化的账号风格，明确账号的“我”是谁，一定要突出差异化，找出自己的特点。

　　Setting up a persona means labeling an account. What is the identity of your account? Both corporate and personal accounts need to have a personified account style, clarify who the "I" of the account is, highlight differentiation, and identify one's own characteristics.

　　独树一帜的内容，会让你从众多账号中脱颖而出，能够做出同样内容的人绝对不会只有你一个，同样的话题，为什么由你来做呢！所以一定要结合自己的实际，根据自己的做号目的和具体的作品内容，找出自己有绝对优势的、与众不同的那些标签。

　　Unique content will make you stand out from many accounts, and you are definitely not the only one who can create the same content. Why do you handle the same topic! So it is necessary to combine one's own reality, based on one's own account purpose and specific work content, to find those tags that have absolute advantages and are unique.

　　在视频号里，我建议最好可以做到专业+有趣，纯专业很难形成共鸣和传播，纯有趣又没有内涵深度，不利于视频号社交传播中高大上的人设建设。

　　In video accounts, I suggest that it is best to achieve both professionalism and fun. Pure professionalism is difficult to resonate and spread, and pure fun lacks depth of connotation, which is not conducive to the construction of high-end character in social communication of video accounts.

　　举个例子，@王老师讲流量 的账号定位，其实一开始做的时候也没有清析的定位，走了很多弯路，作品发布也比较杂，导致没有什么流量。后面重新梳理了一下账号的目的，是通过给企业运营负责人、中小企业老板，输出低成本做流程的实操干货内容，通过发展售卖流量运营课程来变现。

　　For example, when @ Teacher Wang talked about account positioning for traffic, there was actually no clear analysis of the positioning at the beginning, and many detours were taken. The publication of works was also quite complicated, resulting in little traffic. The purpose of reorganizing the account later is to provide practical and low-cost process knowledge to business operations managers and small and medium-sized enterprise owners, and to monetize through the development of sales traffic operation courses.

　　我是一个不会套路、不会忽悠的、实在的理工男的账号人设，以真实有效可落地、真正帮到你的内容来获得信任。

　　I am a professional and honest tech guy account persona who doesn't know any tricks or tricks. I aim to gain your trust with content that is authentic, effective, and truly helpful to you.

　　最后我给大家整理了一个定位表格，大家可以把自己目的变现方式、目标客户群体、内容类型、人设等等记录下来，从而完成自己的账号定位。

　　Finally, I have compiled a positioning table for everyone, where they can record their purpose monetization methods, target customer groups, content types, character designs, etc., in order to complete their account positioning.

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