大家都在说短视频行业很卷，而事实远非如此。
　　Everyone is saying that the short video industry is booming, but the reality is far from that.
　　每天都有数千万条短视频被上传到各个视频平台，你的短视频想要在这个赛道中脱颖而出，单凭一腔热血的孤勇已经远远不够了。有的人一年发布上千条视频，没有一条播放量能过百万，有的人想做爆款，绞尽脑汁也没有合适的解决方案。
　　Every day, tens of millions of short videos are uploaded to various video platforms. If you want your short videos to stand out in this track, relying solely on passionate bravery is far from enough. Some people release thousands of videos a year, but none of them can have over a million views. Some people want to become popular, but they rack their brains without a suitable solution.
　　常常感到内容创作越来越吃力，常常困惑于同样的选题、同样的内容形式，别人的数据就是比你好。
　　I often feel that content creation is becoming increasingly difficult, and I am often confused by the same topic and content format, where other people's data is better than yours.
　　或许你根本不知道短视频博主都在用的短视频运营创作方法。经过多年的短视频策划经历，结合数百位成功短视频博主的观察和分析，我总结了他们都在用的8个关键步骤。
　　Perhaps you have no idea about the short video operation and creation methods that short video bloggers are using. After years of experience in short video planning, combined with the observation and analysis of hundreds of successful short video bloggers, I have summarized the 8 key steps they are all using.
　　这8个步骤不仅包括内容创作，还涵盖了定位、商业化和数据分析等多个维度，形成一个完整的短视频运营闭环，今天一次性分享给你。
　　These 8 steps not only include content creation, but also cover multiple dimensions such as positioning, commercialization, and data analysis, forming a complete short video operation loop. Today, I will share them with you all at once.
　　01内容定位，从“我要做什么”到“用户需要什么”
　　01 Content positioning, from "What I want to do" to "What users need"
　　即便短视频行业发展已经过去多年，早已进入到存量竞争的时代，但仍然有许多细分市场的机会。
　　Even though the short video industry has developed for many years and entered the era of stock competition, there are still many opportunities for segmented markets.
　　很多刚进入短视频行业的创作者，无论是新人小白、还是行业专家，第一步往往思考的是我要拍什么？
　　Many creators who have just entered the short video industry, whether they are newcomers or industry experts, often think first about what they want to shoot?
　　实际上，这个问题正确的解法是你要服务的用户，他们需要什么？
　　Actually, the correct solution to this problem is what do the users you want to serve need?
　　内容定位的本质，不是你去找20个对标账号拆解，也不是去研究他们在做什么类型的短视频。
　　The essence of content positioning is not to find 20 benchmark accounts to dismantle, nor to study what type of short videos they are doing.
　　而是在用户的需求和个人优势之间找到交汇的点。
　　But rather finding the intersection between user needs and personal strengths.
　　举个例子，如果你要做的是一个短视频培训知识IP，而你的目标用户是帮助新手小白快速进入短视频行业，那你做新手如何做选题、如何写脚本可能要比你讲实体店如何获客要好很多。
　　For example, if you are creating a short video training knowledge IP and your target audience is to help beginners quickly enter the short video industry, then how to choose topics and write scripts for beginners may be much better than how to attract customers for physical stores.
　　这不仅仅是选择一个领域的问题，而是你应该定义你在这个领域中扮演什么角色、什么身份，你是单纯的知识分享、生活陪伴、还是娱乐提供。
　　This is not just a matter of choosing a field, but you should define what role and identity you play in this field, whether you are simply sharing knowledge, accompanying life, or providing entertainment.
　　除此之外，内容的定位还必须要考虑到可持续性和创新性，选择你真正感兴趣、而且能够长期输出的领域，避免因为短暂的追逐热点而耗尽创作的热情。
　　In addition, the positioning of content must also consider sustainability and innovation, choosing areas that you are truly interested in and can output in the long term, and avoiding exhausting your creative enthusiasm due to short-term pursuit of hot topics.
　　如何做好你的内容定位？只需要问清楚自己三个问题：
　　How to effectively position your content? Just ask yourself three clear questions:
　　1、这个定位能否满足特定用户群体的特定需求？
　　1. Can this positioning meet the specific needs of a particular user group?
　　2、这个定位是否符合自己的个人优势？
　　2. Does this positioning align with one's personal strengths?
　　3、我对这个定位是否有长期的价值i输出？短视频起号的核心是，重复人群、重复内容，不同的角度不同的形式去做爆款。
　　3. Do I have long-term value in this positioning? The core of starting a short video account is to create explosive content from different perspectives and forms by repeating the audience and content.
　　02商业定位，内容之外的谋篇布局
　　02 Business positioning, layout beyond content
　　在决定要短视频时，首先要想清楚这个账号对于你的定位是什么？主要功能是什么？是品牌宣传、引流获客、还是做个人IP。
　　When deciding to make a short video, the first thing to consider is how this account is positioned for you? What are the main functions? Is it brand promotion, customer acquisition, or personal IP.
　　许多博主都是在拥有一定的粉丝后才会考虑商业化的问题，我认为这是本末倒置的。
　　Many bloggers only consider commercialization after having a certain number of followers, which I think is putting the cart before the horse.
　　商业行为应该是在创作这个账号的初期就被考虑的，是应该在定位的时候就一起进行思考的必要行为。
　　Business activities should be considered at the early stage of creating this account, and are necessary actions that should be considered together when positioning.
　　商业定位不是简单的说，我要接广告、带货或者卖课程，而是规划你的内容如何创造商业价值。
　　Business positioning is not simply about accepting advertisements, promoting products, or selling courses, but about planning how your content can create commercial value.
　　这包括确定变现的模式、设定目标受众的商业行为，以及规划商业内容与常规内容的比例。
　　This includes determining the monetization model, setting the commercial behavior of the target audience, and planning the ratio of commercial content to conventional content.
　　一位女装博主如果计划未来主要依靠自有品牌变现，那么她的内容从一开始就要有围绕产品开发、品牌故事和用户关系建立展开。
　　If a women's clothing blogger plans to rely mainly on her own brand for monetization in the future, her content should revolve around product development, brand story, and user relationship building from the beginning.
　　将内容与个人和自有品牌深度绑定，持续输出。除此之外，商业定位还要考虑你与平台的关系以及平台的用户的属性。
　　Deeply bind content with individuals and private brands, and continuously output. In addition, business positioning also needs to consider your relationship with the platform and the attributes of the platform's users.
　　不同的平台有不同的商业化政策和扶持的方向，不同的平台的用户对内容的偏好有所不同，选择与你的商业模式最匹配的平台作为主战场至关重要。没有商业支撑的内容创作很难持久，但过于商业化的内容也会失去用户。
　　Different platforms have different commercialization policies and support directions, and users on different platforms have different preferences for content. Choosing the platform that best matches your business model as the main battlefield is crucial. Content creation without commercial support is difficult to sustain, but overly commercialized content can also lose users.
　　要学着去找到平衡点。
　　Learn to find a balance point.
　　03差异策划，在红海中开辟蓝海
　　03 Differential Planning, Opening up Blue Oceans in the Red Sea
　　短视频存量时代，会有无数的创作者在同一时间进入同一领域。
　　In the era of short video stock, there will be countless creators entering the same field at the same time.
　　同质化的内容是不太可能有机会突围的。这个时候，差异化的策划就成了突围的关键。
　　Homogenized content is unlikely to have a chance to break through. At this point, differentiated planning becomes the key to breakthrough.
　　所谓的差异，并不在于做什么，而在于怎么做。
　　The so-called difference lies not in what to do, but in how to do it.
　　构建短视频的维度包括表达者身份、目标用户、内容形式、表达风格、视觉呈现、更新频率、互动方式等。你要做的就是在这些维度里构建出与自己优势结合的差异化。
　　The dimensions of constructing short videos include the identity of the speaker, target users, content form, expression style, visual presentation, update frequency, interactive methods, etc. What you need to do is to build differentiation that combines your strengths in these dimensions.
　　一个旅行博主如果发现大多数同行都在展示美景，他就可以选择聚焦于旅行中的文化故事，它还可以探秘旅游景点周边的村民生活故事，他甚至还可以做预算旅行攻略来建立差异。
　　If a travel blogger finds that most of his peers are showcasing beautiful scenery, he can choose to focus on cultural stories during his travels. He can also explore the life stories of villagers around tourist attractions, and even create budget travel guides to establish differences.
　　差异化的核心是知道自己的用户要什么，同时知道自己的竞争对手在做什么，研究这些，才能更有效的找到他们没有覆盖的空白点。差异化策划的核心是出其不意，才能攻无不克。
　　The core of differentiation is to know what your users want, while also knowing what your competitors are doing. By studying these, you can more effectively identify the gaps that they have not covered. The core of differentiated planning is to be unexpected in order to be invincible.
　　差异化策划的最终目标是建立属于你自己的品牌辨识度，让用户无论在什么平台、什么场景之下，只要看到内容就能立刻想起你。
　　The ultimate goal of differentiated planning is to establish your own brand recognition, so that users can immediately think of you no matter what platform or scene they are on.
　　04账号搭建，打造专业的第一印象
　　04 Account Building, Creating a Professional First Impression
　　账号是用户了解你的第一个窗口，账号搭建的专业定能帮你与用户之间建立信任感，提高用户的关注意愿。
　　An account is the first window through which users get to know you, and building a professional account can help establish trust between you and users and increase their willingness to follow.
　　账号的搭建包括用户名称、头像、简介、封面图、置顶内容、粉丝群等元素。
　　The construction of an account includes elements such as user name, avatar, profile picture, cover image, pinned content, fan group, etc.
　　这些元素应形成统一的视觉风格和信息传达，强化你的定位。
　　These elements should form a unified visual style and convey information, strengthening your positioning.
　　简介部分尤为重要，它应该在10S之内能够告诉用户三个关键信息，你是谁、能够提供什么价值、为什么要关注你。
　　The introduction section is particularly important as it should be able to tell users three key pieces of information within 10 seconds: who you are, what value you can provide, and why you should be of interest.
　　封面图和置顶内容应展示你最高质量的作品，或者是你的独家产品和代表作，给新用户留下深刻的印象。
　　The cover image and top content should showcase your highest quality work, or your exclusive products and representative works, leaving a deep impression on new users.
　　另外，要注意整体的风格建立，一个精心设计的个人主页能够传递专业的态度，提高用户的停留时长和互动意愿。
　　In addition, it is important to pay attention to the overall style building. A well-designed personal homepage can convey a professional attitude, increase user engagement and willingness to interact.
　　05拍摄剪辑，技术为内容服务
　　05 Shooting and Editing, Technology Serving Content
　　拍摄和剪辑师短视频内容的技术实施环节，但技术永远应该问内容服务。
　　The technical implementation process of shooting and editing short video content, but technology should always ask content services.
　　你不一定要追求昂贵的设备，但一定要选择好适合你内容形式的工具。
　　You don't necessarily have to pursue expensive equipment, but you must choose tools that are suitable for your content format.
　　对于大多数短视频博主来说，一部智能手机也许已经足够完成高质量的拍摄。
　　For most short video bloggers, a smartphone may already be sufficient to complete high-quality filming.
　　而对于追求更高水平的内容创作和，则可能要考虑更高级的相机或摄影机。
　　For pursuing higher levels of content creation, it may be necessary to consider more advanced cameras or camcorders.
　　剪辑软件的选择应考虑学习曲线和功能需求，由于欧美国家的影视一般是不加字幕的，而我们国内的短视频和用户都习惯了有字幕的短视频，所以没有特殊的要求的话，其实剪映就能满足大多数的剪辑需求。剪辑的节奏是短视频的另一个关键因素，短视频的开头、中间以及结尾，应该如何去抓住用户的吸引力，并把故事表达清楚，往往需要通过剪辑来实现。
　　The selection of editing software should consider the learning curve and functional requirements. As movies and TV shows in European and American countries generally do not have subtitles, while short videos and users in China are accustomed to short videos with subtitles, if there are no special requirements, in fact, Jianying can meet most editing needs. The rhythm of editing is another key factor in short videos. The beginning, middle, and end of a short video often require editing to capture the user's attention and express the story clearly.
　　另外，常常被人们忽视的声音，实际上对用户的观看有很大的影响。清晰的人物对白，合适的背景音乐，和恰当的声效都能更好的提升作品的质量。
　　In addition, the often overlooked voices actually have a significant impact on users' viewing experience. Clear character dialogue, appropriate background music, and appropriate sound effects can all better enhance the quality of the work.
　　06内容创作，从创意到执行
　　06 Content creation, from creativity to execution
　　内容创作是短视频运营的核心环节，它包括创意策划、脚本创作、和实际执行三个部分。
　　Content creation is the core link of short video operation, which includes three parts: creative planning, script creation, and actual execution.
　　其中：创意策划又包括选题、素材收集、文案创作部分。脚本创作包括环境描述、人物台词、服化道、拆分镜头等环节。
　　Among them, creative planning includes topic selection, material collection, and copywriting. Script creation includes elements such as environment description, character dialogue, costume design, and shot splitting.
　　实际执行又包括素材拍摄、声音制作、美术编辑、后期剪辑等环节。
　　The actual execution includes material shooting, sound production, art editing, post production editing, and other stages.
　　创意策划是建立在对用需求的深度理解之上的，关注热点、挖掘用户真实需求和行业内容变化趋势，从中发现和寻找创意灵感。脚本创作是将创意转化为可执行的SOP方案。即便是看起来比较随意的视频，背后也需要精心的脚本设计。
　　Creative planning is based on a deep understanding of user needs, focusing on hot topics, exploring users' real needs and industry content trends, and discovering and seeking creative inspiration from them. Script creation is the process of transforming ideas into executable SOP solutions. Even seemingly casual videos require careful script design behind them.
　　实际执行，保持真实和自然往往比完美表演更打动人，优质的画面和高标准的音效设计也更容易获得用户的喜爱。
　　In actual execution, maintaining authenticity and naturalness is often more touching than perfect performance, and high-quality visuals and high standard sound design are also more likely to win the love of users.
　　可以不用那么完美，但一定要展现真实的一面，这样才能有效地与用户建立连接。内容的表现形式也可以是多种多样的，它可以是真人口述、可以是视频配音Vlog，可以是情景剧，也可以是图文配音的PPT录制，更可以是精致制作的动漫效果。
　　You don't need to be so perfect, but you must show your true side in order to effectively establish a connection with users. The expression of content can also be in various forms, such as live narration, video dubbing Vlogs, situational dramas, PPT recordings with graphic and textual dubbing, and even finely crafted anime effects.
　　07投放推广，将内容触达率无限扩大
　　07 Launch promotion to infinitely expand content reach
　　在以算法为主导的平台上，优质的内容不一定立刻就能获得曝光。
　　On algorithm driven platforms, high-quality content may not immediately gain exposure.
　　合理的利用投放推广能够快速地将内容推送至用户面前，突破流量瓶颈。
　　Reasonable use of advertising can quickly push content to users and break through traffic bottlenecks.
　　不同的平台有不同的算法逻辑，需要针对性的制定推广策略，一般而言主要包含投放目标和投放时机两种。
　　Different platforms have different algorithmic logics, and targeted promotion strategies need to be developed, which generally include two types: advertising targets and advertising timing.
　　投放目标主要包括点赞评论、播放量、粉丝等，根据你账号的不同的阶段设计不同的投放目标。
　　The main advertising targets include likes and comments, views, fans, etc. Design different advertising targets based on the different stages of your account.
　　投放时机主要包括新账号发布新作品，老账号发布新作品。
　　The timing of advertising mainly includes new accounts publishing new works and old accounts publishing new works.
　　时长建议一般为24小时，可以有效的覆盖目标用户的全天时间段。
　　The recommended duration is generally 24 hours, which can effectively cover the target user's entire day period.
　　推广预算应该合理分配，通过小规模测试找到最佳的投放时间和目标人群，然后扩大投放。
　　The promotion budget should be allocated reasonably, and the best placement time and target audience should be found through small-scale testing, and then the placement can be expanded.
　　推广不仅仅是购买流量，还包括与其他博主合作、参与平台活动、优化长尾关键词等多种方式。
　　Promotion is not just about buying traffic, but also includes various ways such as collaborating with other bloggers, participating in platform activities, and optimizing long tail keywords.
　　推广的目标不仅能获得一次性的观看量，还能积累忠实的粉丝和提高内容人群的触达范围和触达上深度，为长期发展奠定基础的同时，尽早地与用户建立关系。08数据分析，用数字指导决策数据分析是短视频运营的导航，它能告诉你哪些方法是有效的，哪些内容是需要调整的，核心指标包括播放量、完播率、互动率和粉丝增长。
　　The goal of promotion is not only to gain one-time views, but also to accumulate loyal fans and improve the reach and depth of content audience, laying the foundation for long-term development while establishing relationships with users as early as possible. 08 Data analysis, using numbers to guide decision-making. Data analysis is the navigation for short video operations, which can tell you which methods are effective and which content needs to be adjusted. The core indicators include playback volume, completion rate, interaction rate, and fan growth.
　　这些指标能够有效地反映内容的质量和用户的接受程度。其次是用户画像，内容观看的用户画像的基础信息和用户兴趣是否和你的目标用户是一致的，这会影响到你将来的商业行为。
　　These indicators can effectively reflect the quality of content and the level of user acceptance. Secondly, there is the user profile. Whether the basic information and user interests of the user profile for content viewing are consistent with your target users will affect your future business behavior.
　　定期分析数据，寻找规律。例如哪种类型的内容完播率比较高？什么时间发布获得的互动最多？哪些话题能够引起用户的热烈讨论。数据不应成为创作的枷锁，而应该成为改进的参考。
　　Regularly analyze data and search for patterns. For example, which type of content has a higher completion rate? When do you receive the most interaction when you publish? What topics can spark lively discussions among users. Data should not be a shackle for creativity, but a reference for improvement.
　　在保持核心定位的前提下，根据数据反馈优化内容细节。
　　Optimize content details based on data feedback while maintaining core positioning.
　　数据很好，就总结有点，形成固定的栏目。数据不好，就总结不足，从选题方向、脚本结构、画面元素多方维度的去寻找原因。最后的话短视频运营的这8个步骤不是一次性的任务，而是一个需要持续优化的循环系统。
　　The data is good, so summarize a bit and form a fixed column. If the data is not good, summarize the shortcomings and look for reasons from multiple dimensions such as topic selection direction, script structure, and visual elements. Finally, these 8 steps of short video operation are not one-time tasks, but a continuous optimization loop system.
　　成功的短视频博主往往在内容定位和商业定位上有着清晰的规划，通过差异化策划在竞争中脱颖而出。他们注重账号的专业形象，不断精进拍摄剪辑技术，坚持高质量内容创作，并懂得如何让好内容被更多人看到。更重要的是，他们不依赖直觉，而是基于数据分析做出决策。
　　Successful short video bloggers often have clear plans for content and business positioning, and stand out in competition through differentiated planning. They value the professional image of their accounts, constantly improve their filming and editing techniques, adhere to high-quality content creation, and know how to make good content visible to more people. More importantly, they do not rely on intuition, but make decisions based on data analysis.
　　这套系统化方法或许不能保证一夜爆红，但它能大大提高成功的概率，并帮助你在短视频领域建立可持续的事业。
　　This systematic approach may not guarantee overnight success, but it can greatly increase the probability of success and help you establish a sustainable career in the short video industry.

　　短视频行业仍在快速变化，新的平台、新的形式、新的用户习惯不断涌现。
　　The short video industry is still rapidly changing, with new platforms, new forms, and new user habits constantly emerging.
　　但无论环境如何变化，满足用户需求、提供独特价值、持续优化改进的基本原则不会改变。
　　But no matter how the environment changes, the basic principles of meeting user needs, providing unique value, and continuous optimization and improvement will not change.
　　掌握这八个步骤，不仅能帮助你在短视频领域活下来，更能帮助你活得好，活得久。
　　Mastering these eight steps can not only help you survive in the field of short videos, but also help you live well and for a long time.