引流短視頻是指用戶通過(guò)短視頻的頁(yè)面進(jìn)入直播間，或是通過(guò)誘人的畫面或價(jià)格優(yōu)惠吸引點(diǎn)擊進(jìn)入直播間，后通過(guò)直播內(nèi)容下單。轉(zhuǎn)化一般是由主播來(lái)引導(dǎo)用戶完成短直共振來(lái)提高直播間的轉(zhuǎn)化效率。

Diversion short videos refer to users entering the live broadcast room through the short video page, or attracting clicks to enter the live broadcast room through attractive visuals or price discounts, and then placing orders through live content. Conversion is generally guided by the host to improve the conversion efficiency of the live broadcast room by completing short direct resonance.

短視頻為直播間導(dǎo)入精準(zhǔn)流量，同時(shí)在開播時(shí)直播也會(huì)為短視頻帶來(lái)反復(fù)的播放量，通過(guò)短視頻讓人群先種草，再通過(guò)直播間高效承接。轉(zhuǎn)化引流短視頻導(dǎo)入了一些用戶，我們可以通過(guò)互動(dòng)數(shù)據(jù)或者轉(zhuǎn)化數(shù)據(jù)去反哺自然流量。

Short videos import precise traffic into the live broadcast room, and at the same time, live streaming will also bring repeated playback volume to short videos. Through short videos, the audience can plant grass first, and then efficiently receive it through the live broadcast room. The conversion and traffic of short videos have attracted some users, and we can feed back natural traffic through interactive data or conversion data.

一、引流短視頻的重要性

1、 The importance of attracting short videos

我們都知道抖音本質(zhì)是一個(gè)內(nèi)容平臺(tái)，好的內(nèi)容才會(huì)有更好的流量。我們需要從內(nèi)容的寬度、深度發(fā)力。通過(guò)內(nèi)容的精準(zhǔn)導(dǎo)流，促進(jìn)轉(zhuǎn)化效果。

We all know that Tiktok is essentially a content platform, and good content will have better traffic. We need to focus on the width and depth of the content. Promote conversion effects through precise content flow.

引流視頻為直播間導(dǎo)入優(yōu)質(zhì)的免費(fèi)流量。而直播間的自然流量主要來(lái)源于推薦、關(guān)注還有短視頻引流。短視頻渠道的流量是不可或缺的。因?yàn)橹辈ナ菍?shí)時(shí)的，而短視頻去沉淀內(nèi)容資產(chǎn)，具備長(zhǎng)效性，特別是爆款還可以有長(zhǎng)周期的可持續(xù)引流。

Streaming videos to import high-quality free traffic into the live broadcast room. The natural traffic in live streaming rooms mainly comes from recommendations, followers, and short video traffic. The traffic of short video channels is indispensable. Because live streaming is real-time, short videos can accumulate content assets and have long-term effectiveness, especially popular products that can have long-term sustainable traffic.

二、短視頻題材的核心分類

2、 The core classification of short video themes

★所有視頻能否獲得流量核心是短視頻的完播率(3S完播率+用戶停留時(shí)長(zhǎng))。

The core of whether all videos can obtain traffic is the completion rate of short videos (3S completion rate+user stay time).

在視頻類別中，可以將視頻分為這以下三種。

In video categories, videos can be divided into the following three categories.

標(biāo)簽視頻為賬號(hào)添加標(biāo)簽，給到賬號(hào)漲粉的目的。所以在賬號(hào)的視頻中重點(diǎn)維度是要引導(dǎo)用戶關(guān)注，或是點(diǎn)贊、評(píng)論、分享的動(dòng)作。

Tagged videos add tags to accounts, with the aim of increasing their followers. So in the video of the account, the key dimension is to guide users to follow, like, comment, and share actions.

掛車視頻是通過(guò)短視頻掛小黃車。通過(guò)短視頻帶貨，視頻中體現(xiàn)更多的是商品價(jià)值，引導(dǎo)用戶通過(guò)觀賞完短視頻去點(diǎn)擊購(gòu)買。

The trailer video is about hanging a yellow car through a short video. By using short videos to promote sales, the videos showcase more of the product's value, guiding users to click and purchase after watching the short videos.

引流視頻是交易中的流量，重點(diǎn)價(jià)值在于直播間。通過(guò)短視頻進(jìn)入直播間這是引流視頻的目標(biāo)。通過(guò)引流視頻不斷地種草，去增加擴(kuò)大直播間的流量。這里考量維度更多是通過(guò)直播間的進(jìn)入人數(shù)以及直播間停留和互動(dòng)。

Streaming videos is the traffic generated in transactions, with a focus on the value of live streaming rooms. Entering the live broadcast room through short videos is the goal of attracting videos. By continuously seeding through streaming videos, we aim to increase and expand the traffic in the live broadcast room. The dimensions considered here are mainly based on the number of people entering the live broadcast room, as well as the stay and interaction in the live broadcast room.

三、短視頻選題的方向

3、 The direction of short video topic selection

在制作短視頻前，我們必須要有選題以及視頻主題。選題一般圍繞著產(chǎn)品出發(fā)同時(shí)也是短視頻創(chuàng)作的開端。

Before making a short video, we must have a topic and video theme. The topic selection generally revolves around the product and is also the beginning of short video creation.

我們可以借鑒一些主題，比如找到對(duì)標(biāo)賬號(hào)，進(jìn)行自我原創(chuàng)后，不斷地去沉淀粉絲目標(biāo)人群號(hào)?；蚴峭ㄟ^(guò)短視頻的內(nèi)容沉淀，分析用戶喜好后獨(dú)立創(chuàng)新一些新的內(nèi)容，不斷地超越，讓賬號(hào)或者內(nèi)容可持續(xù)地發(fā)展。但是選題一定是要滿足以下 4 個(gè)維度。

We can draw inspiration from some themes, such as finding benchmark accounts, creating self original content, and continuously cultivating fan target audience accounts. Or it can be achieved through the accumulation of short video content, analyzing user preferences, and independently innovating new content, constantly surpassing and allowing the account or content to sustainably develop. But the topic selection must meet the following four dimensions.

#為什么要做短視頻選題？

#Why choose a short video topic?

70% 選題， 30% 文案，只有在選題上先做好方向后再去做文案包裝的整體內(nèi)容。

70% of the topics are chosen, 30% are copywriting, and only by focusing on the direction of the topic can we proceed with the overall content of the copywriting packaging.

選題上需要符合抖音規(guī)范；其次是主題是否符合近期的一些熱門話題，這樣可以讓視頻更好的獲取曝光量；最后，優(yōu)秀的選題能為我們提供：價(jià)值傳遞、強(qiáng)化人設(shè)、用戶粘性。

The topic selection should conform to the Tiktok specification; The second issue is whether the theme aligns with some recent hot topics, which can help the video gain better exposure; Finally, excellent topic selection can provide us with: value transmission, strengthened persona, and user stickiness.