濟南短視頻運營：短視頻4大呈現(xiàn)形式解讀

現(xiàn)在很火的短視頻行業(yè)，無論是覆蓋人群還是播放量，都不比傳統(tǒng)的電視臺節(jié)目遜色，短視頻正進入高速發(fā)展階段，涌入短視頻行業(yè)的人更是不斷上升，僅僅是在抖音方面，抖音的總用戶數(shù)量已超過8億，日活7億，人均單日使用時長超過2小時，這只是平均數(shù)據(jù)，其實大部分人刷抖音時間會超過3個小時，這個數(shù)據(jù)還會繼續(xù)漲，使用時間應該已經(jīng)成為各大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、短視頻的4種表現(xiàn)形式

1、 The Four Forms of Short Video Representation

我們剛開始接觸短視頻運營需要思考的問題：不同定位風格的短視頻賬號，表現(xiàn)形式也不盡相同。

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.

適合的短視頻表現(xiàn)形式，不僅能使賬號整體風格和諧統(tǒng)一，而且能為受眾留下記憶點。因此我們更需要找到適合的表現(xiàn)形式，來實現(xiàn)短視頻賬號的優(yōu)化改進。

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.

想要選擇適合的短視頻內(nèi)容的表現(xiàn)形式，首先要對不同表現(xiàn)形式的特點有一個充分地了解。

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.

常見的短視頻表現(xiàn)形式有4種：+文字解說，視頻+配音，真人口述和情景劇。

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

隨著競爭的加大，平臺對創(chuàng)作內(nèi)容也在進行優(yōu)化，為了使用戶得到更多有價值的內(nèi)容，想要做抖音短視頻，這4種短視頻展現(xiàn)形式值得我們詳細了解。

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.

我們可以根據(jù)我們之前分享的內(nèi)容腳本的5個方向確定內(nèi)容表現(xiàn)的4個形式。

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

1、+文字解說

1. +Text explanation

在抖音上，應該經(jīng)常可以看到多圖+文字解說表達的內(nèi)容視頻，當然我們看到的+配音基本上也是屬于這種類型。

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.

比如下面的一個視頻內(nèi)容：一個+背景音樂，就可以有很高的播放量和點贊量，制作起來實在是太簡單了，而且還是XXX的微博截圖。

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.

當然也可以多圖+背景音樂，而且抖音官方也專門推出了這種內(nèi)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:

很多人都說圖文視頻是抖音留給普通人后的風口，因為這種形式制作簡單易上手，還擁有百億流量支持。圖文形式分為單純的視頻和配音＋故事的形式表現(xiàn)。

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.

圖文優(yōu)點就是簡單，沒有的拍攝設備也能夠完全勝任，只需要幾張照片就能夠完成視頻。不過建議短視頻運營如果是在負責知識輸出的話，好還是選擇真人口述，長篇大論的圖文難以被用戶接受。

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.

比如下面的一個賬號，專門做的就是多圖+BGM，來講述故事的賬號，播放量和粉絲還是不少的。

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

單純的形式是將單張或多張合成一個視頻，中涵蓋信息量較多，適合干貨知識分享、系列好劇推薦、好物推薦等等。

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.

以下圖視頻截圖為例，博主事前就故事脈絡錄音形成講解配音，然后在制作過程中將配音和每一故事情節(jié)搭配，這種形式就是講解配音＋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.

圖文形式制作簡單適合新手，而且時長普遍較短，相比其他表現(xiàn)形式更易獲得較高的完播率。可以完全用PPT形式來制作這類的視頻，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.

當然這種內(nèi)容變現(xiàn)形式還可以考慮真人口述+配音，效果可能會更好一些，視頻中有真人出鏡，有真人口述，有配音，這種形式是：真人口述++配音的內(nèi)容表現(xiàn)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.

有的視頻中會展示與內(nèi)容相關的人物，有的會從電影中截取一段素材并用文字加以說明。

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、視頻+配音

2. Video+dubbing




這種形式的內(nèi)容：以影視劇、采訪、動畫、明星、盤點等內(nèi)容的剪輯為主，主題不限。

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

電影解說類很明顯就是這種內(nèi)容形式：視頻+配音+BGM，解說不錯和故事情節(jié)不錯就會有很好的效果，而且可以分集剪輯，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.

如果你是電影解說、科普、八卦、知識教學等需要靠大量的視頻或輔助你所說的內(nèi)容，建議各位短視頻運營可以選擇視頻+配音的形式輸出內(nèi)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.

動畫類的視頻+配音也是這種內(nèi)容形式，比如抖音里面的各種13的動畫視頻，關鍵是故事情節(jié)要緊湊。這類賬號的表現(xiàn)很不錯（截圖中抹除了那個相親的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).

這類視頻的難度就是動漫視頻的制作，至于配音就跟電影解說的配音一下了。

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.

雖然對于剪輯要求不高，但是對于剪輯思路要求是非常高的，要做這類視頻的話，要先想清楚想要表達什么。

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.

講故事類的內(nèi)容腳本一般情況下都是視頻+配音，用已經(jīng)準備好的視頻+配音這種形式關鍵就是配音解說了。

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.

上面我們講了+配音和視頻+配音的兩種內(nèi)容形式，這兩種內(nèi)容形式我們在制作過程中給大家總結一下：

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，這類內(nèi)容：主播出鏡人講述的形式，以單一固定鏡頭為主，根據(jù)內(nèi)容加入視頻或。

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.

適用干貨分享、知識付費類、新聞、情感、推書類、開箱類等賽道視頻。

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

這類內(nèi)容的特點是需要大量的知識積累，如果內(nèi)容上準備得不夠充分、畫面比較單一的話，很容易導致完播率低、用戶直接劃走的情況，對題材的選擇較嚴。

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.

真人口播類短視頻賬號運營注意要點：

Key points for operating live streaming short video accounts:

1、把文案、內(nèi)容準備好

1. Prepare the copy and content

2、對于選題、制作的內(nèi)容，要做嚴格篩選

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

3、積累大量相應知識，做好賬號內(nèi)容分析

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

4、情景劇

4. Situational drama

這類的內(nèi)容形式難度高了，短劇形式是通過拍攝表演來傳達所想要展現(xiàn)的主題。

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

情景劇也是適合大多數(shù)人選擇的短視頻運營表現(xiàn)形式之一，因為幾乎所有的行業(yè)都是可以通過情景劇輸出自己的內(nèi)容，不止有搞笑視頻，例如美食、知識等。這類表現(xiàn)形式在抖音中受歡迎了，播放量和點贊量都是很高的。

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.