濟(jì)南短視頻推廣：短視頻運(yùn)營必會(huì)的6種核心能力

　　做短視頻的能力就是拍攝剪輯的能力嗎？

　　Is the ability to make short videos the same as the ability to shoot and edit?

　　答案是錯(cuò)的，如果你是這樣理解的，你可能這輩子都做不好短視頻。

　　The answer is wrong. If you understand it this way, you may never be able to make good short videos in your lifetime.

　　咱們換個(gè)思路來理解，你只要用過幾年的手機(jī)，四肢沒有問題，有高中以上的學(xué)歷，你平時(shí)拍過照片，發(fā)過短視頻，這就說明你具備拍短視頻的能力，哪怕是拍幾組鏡頭，也說明你是可以的。

　　Let's try to understand it in a different way. As long as you have used a mobile phone for a few years, have no limb problems, have a high school education or above, have taken photos and posted short videos in your daily life, it shows that you have the ability to shoot short videos. Even if you take a few shots, it also shows that you are capable.

　　在我看來，人人都可以做短視頻，但是做出來的東西往往是天壤之別，你覺得你做不好，于是拼命地聯(lián)系拍攝技巧，買很多的設(shè)備，努力學(xué)習(xí)剪輯技術(shù)，以求提高自己的視頻能力。

　　In my opinion, anyone can make short videos, but the things they produce are often vastly different. If you think you can't do it well, you desperately try to improve your video skills by acquiring filming techniques, buying a lot of equipment, and learning editing techniques.

　　若你一直是這樣聯(lián)系，你也可能一輩子都學(xué)不好做短視頻，因?yàn)樵谧龆桃曨l這件事情上，除了拍攝、除了設(shè)備，除了剪輯，還有更核心的東西。

　　If you keep in touch like this, you may never learn how to make short videos well for the rest of your life, because in making short videos, besides filming, equipment, and editing, there are more core things.

　　你得思考，面對(duì)同樣的一件事情、同樣的產(chǎn)品，別人看到一個(gè)點(diǎn)，你能否看到三個(gè)點(diǎn)，別人看到三個(gè)點(diǎn)，你能否看到這三個(gè)點(diǎn)之間的聯(lián)系，別人能夠看到這三個(gè)點(diǎn)之間的聯(lián)系，你能否看到這三個(gè)點(diǎn)與另外一件事情的聯(lián)系。

　　You have to think, facing the same thing, the same product, if someone sees a point, can you see three points? If someone sees three points, can you see the connection between these three points? If someone can see the connection between these three points, can you see the connection between these three points and another thing.

　　這樣，你做短視頻的能力一定會(huì)更好，哪怕你的拍攝剪輯水平稍微弱一點(diǎn)，你也能做出優(yōu)質(zhì)的短視頻。

　　In this way, your ability to create short videos will definitely improve, even if your shooting and editing skills are slightly weaker, you can still create high-quality short videos.

　　也許，你已經(jīng)知道了短視頻創(chuàng)作的核心是觀點(diǎn)，于是你每天絞盡腦汁的思考，訓(xùn)練思維、提升認(rèn)知，以求提高短視頻創(chuàng)作視頻。

　　Perhaps you already know that the core of short video creation is perspective, so you rack your brains every day to think, train your thinking, and enhance your cognition in order to improve your short video creation skills.

　　通過很長(zhǎng)時(shí)間的努力，你終于走到這個(gè)階段，但我仍然要告訴你，你這樣也有肯一輩子都做不出好的短視頻。

　　After a long period of effort, you have finally reached this stage, but I still have to tell you that you may never be able to produce good short videos like this in your lifetime.

　　因?yàn)樵诙桃曨l創(chuàng)作拉開大家距離的其實(shí)是內(nèi)容創(chuàng)作，比如說我現(xiàn)在讓你去給一個(gè)餐飲店做短視頻，你會(huì)怎么做？

　　Because what sets people apart in short video creation is actually content creation. For example, if I asked you to make a short video for a restaurant, what would you do?

　　你可能沒有做過餐飲，你甚至都沒有做不過飯，你之前甚至都沒有看過餐飲的短視頻，你怎么能把短視頻做好呢？

　　You may not have cooked before, you may not even be able to cook, and you haven't even watched short videos of catering before. How can you make good short videos?

　　你可能會(huì)說，先去看對(duì)標(biāo)，對(duì)標(biāo)怎么做，咱們就怎么做，如果你是這么想的，那你可能連對(duì)標(biāo)賬號(hào)都找不到。

　　You may say, go check the benchmark first, and we will do what the benchmark does. If you think so, you may not even be able to find the benchmark account.

　　那短視頻應(yīng)該怎么做，就需要重新思定義了，短視頻其實(shí)是內(nèi)容的另一種表達(dá)形式，因此做短視頻的核心能其實(shí)是內(nèi)容創(chuàng)作能力、技術(shù)執(zhí)行能力。

　　What should be done with short videos needs to be redefined. Short videos are actually another form of content expression, so the core of making short videos is actually content creation ability and technical execution ability.

　　除此之外，運(yùn)營短視頻還需要具備運(yùn)營與數(shù)據(jù)分析的能力、用戶思維與變現(xiàn)能力以及其他的一些能力。

　　In addition, operating short videos also requires the ability to operate and analyze data, user thinking and monetization skills, as well as other abilities.

　　01

　　01

　　關(guān)于內(nèi)容創(chuàng)作能力

　　Regarding Content Creation Ability

　　內(nèi)容定人群，內(nèi)容引流量，內(nèi)容拉轉(zhuǎn)化

　　Content targeting audience, content generating traffic, content converting

　　在內(nèi)容行業(yè)卷到天花板的今天，我們做的每一條內(nèi)容都要考慮用戶是誰、場(chǎng)景是什么？需求是什么，地域在哪里等，潛在用戶關(guān)心的是什么？他有什么需求還未被解決。

　　In today's content industry that has reached its ceiling, every piece of content we create must consider who the user is and what the scenario is? What are the requirements, where are the regions, and what are the concerns of potential users? He has any needs that have not been resolved yet.

　　只有不斷的思考，才能不斷掌握新的需求點(diǎn)，才能長(zhǎng)期穩(wěn)定的高質(zhì)量輸出內(nèi)容，那如何才能創(chuàng)作出優(yōu)質(zhì)的短視頻內(nèi)容呢？

　　Only through continuous thinking can we constantly grasp new demand points and produce high-quality output content in the long run. So, how can we create high-quality short video content?

　　1-選題具備敏感能力

　　1. The topic has sensitive ability

　　每做一條短視頻，我們都應(yīng)該用70%的時(shí)間來研究怎么選題。

　　We should spend 70% of our time researching how to choose a topic for every short video we make.

　　想要做好短視頻選題，敏感度非常重要。

　　Sensitivity is crucial for selecting good short video topics.

　　敏感度是什么呢？我們還有一個(gè)詞叫做網(wǎng)感，你需要能夠快速捕捉到行業(yè)的熱點(diǎn)，平臺(tái)的熱點(diǎn)，跟上趨勢(shì)，抓住社會(huì)話題和用戶的情緒。

　　What is sensitivity? We also have a term called internet sensation. You need to be able to quickly capture industry and platform hotspots, keep up with trends, and grasp social topics and user emotions.

　　比如最近很火的“DeepSeek”,就成了很多科技互聯(lián)網(wǎng)博主、知識(shí)付費(fèi)博主的流量密碼。

　　For example, the recently popular "DeepSeek" has become the traffic password of many technology Internet bloggers and knowledge payment bloggers.

　　更重要的是，選題要避免同質(zhì)化。你要從你自己的垂直領(lǐng)域里挖掘差異化的選題，找到自己獨(dú)特的內(nèi)容定位。

　　More importantly, the topic selection should avoid homogenization. You need to explore differentiated topics from your own vertical field and find your unique content positioning.

　　比如你是做美妝內(nèi)容，你不僅要跟緊當(dāng)下的流行趨勢(shì)，還要有自己督導(dǎo)的產(chǎn)品測(cè)評(píng)，或是針對(duì)特定肌膚類型的深度接地，或者針對(duì)特定場(chǎng)景的妝容塑造。

　　For example, if you are engaged in beauty content, you not only need to keep up with current trends, but also have your own supervised product evaluations, deep grounding for specific skin types, or makeup shaping for specific scenes.

　　除此之外，你還需要建立選題庫。很多做的好的內(nèi)容創(chuàng)業(yè)者，會(huì)通過分析同行的內(nèi)容、收集評(píng)論區(qū)的用戶痛點(diǎn)，持續(xù)積累創(chuàng)作靈感，來有效的保證自己能夠源源不斷低創(chuàng)作出新鮮又有吸引力的內(nèi)容。

　　In addition, you also need to establish a topic selection library. Many good content entrepreneurs will analyze the content of their peers, collect user pain points in the comment section, and continuously accumulate creative inspiration to effectively ensure that they can continuously create fresh and attractive content.

　　2-腳本設(shè)計(jì)能力

　　2-Script design ability

　　以前，認(rèn)識(shí)一個(gè)做服裝的老板，短視頻一年發(fā)布了4000多條，幾乎每條視頻的點(diǎn)贊都是零，最多的閱讀量竟然都不超過5000，我去看了一下，每天就拿著手機(jī)懟著主播拍，要么就是轉(zhuǎn)個(gè)圈，要么就是走兩步。

　　I used to know a clothing boss who posted over 4000 short videos a year, with almost no likes for each video and no more than 5000 views at most. I went to watch them and used my phone to shoot at the anchor every day, either circling around or taking two steps.

　　我就問他，燈光補(bǔ)了么？他說頂上的燈已經(jīng)開了，我在問他，你拍攝的這些鏡頭要表達(dá)什么呢？他說不知道，都是交給攝影師搞的。

　　I asked him, have the lights been fixed? He said the top light is already on, and I'm asking him, what are these shots you're taking to express? He said he didn't know, it was all done by the photographer.

　　我再想，竟然花了一年的時(shí)間拍了4000多條垃圾，為什么不好好的去做10幾條短視頻呢？

　　I thought again, it took me a year to shoot more than 4000 pieces of garbage, why not make 10 or so short videos properly?

　　我自己就是個(gè)運(yùn)營，每次創(chuàng)作短視頻之前，都要提前做好選題，設(shè)計(jì)好腳本，交給攝影師拍，然后再按照腳本剪輯出來。

　　I am an operator myself. Before creating a short video, I always prepare a topic, design a script, hand it over to the photographer to shoot, and then edit it according to the script.

　　可見，腳本設(shè)計(jì)是能夠讓你的短時(shí)視頻脫穎而出的關(guān)鍵，哪些鏡頭是表現(xiàn)產(chǎn)品的賣點(diǎn)，哪些鏡頭是構(gòu)建消費(fèi)的場(chǎng)景，哪些鏡頭是抓住用戶的吸引力的，。

　　It can be seen that script design is the key to making your short videos stand out. Which shots showcase the selling points of the product, which shots construct the consumer scene, and which shots capture the user's appeal,.

　　你應(yīng)該如何去設(shè)計(jì)懸念、沖突，還是引發(fā)共鳴，匹配什么樣的BGM，這些都是要提前去推導(dǎo)的。

　　How to design suspense, conflict, or resonance, and what kind of BGM to match, all need to be deduced in advance.

　　視頻的結(jié)構(gòu)設(shè)計(jì)也非常重要，你可以根據(jù)自己做的內(nèi)容來進(jìn)行選擇，比如你是做故事型的視頻，可以設(shè)計(jì)起承轉(zhuǎn)合，常見的情感故事、個(gè)人VLOG等；如果你是干貨分享類視頻，你可以通過痛點(diǎn)+解決方法的方式呈現(xiàn)，比如“三十天減肥15斤”“深圳租房省錢攻略”，如果你做反轉(zhuǎn)類型的視頻，可以通過出乎意料的結(jié)局或者觀點(diǎn)來制造沖擊力。

　　The structural design of the video is also very important, and you can choose according to the content you create. For example, if you are making a story based video, you can design transitions, common emotional stories, personal VLOGs, etc; If you are a video sharing practical knowledge, you can present it through pain points and solutions, such as "lose 15 pounds in 30 days" or "Shenzhen rental money saving strategy". If you make a reverse type video, you can create impact through unexpected endings or viewpoints.

　　如果做口播內(nèi)腳本，文案功底也非常重要。口語化的表達(dá)，更容易讓用戶產(chǎn)生親切感，短劇、金句能強(qiáng)化記憶點(diǎn)，比如“你也許不信，但這個(gè)方法真的有效果”，即簡(jiǎn)單又有吸引力。

　　If you are doing script writing for oral broadcasts, copywriting skills are also very important. Spoken language expression is more likely to create a sense of familiarity among users. Short plays and catchphrases can strengthen memory points, such as "you may not believe it, but this method really works", which is simple and attractive.

　　3-人設(shè)IP打造能力

　　3- Ability to create human designed IP

　　在生活中，經(jīng)常有一類人，我們有什么事情就會(huì)去找他幫忙，有些人總是能組織起一些活動(dòng)，有些人總是能組織起飯局，為什么圈子里大家都愿意被他組織起來呢，你一定會(huì)說這個(gè)人是有能力或者是有個(gè)人魅力，其實(shí)，這就是IP的影響力。

　　In life, there is often a type of person who we turn to for help with anything. Some people are always able to organize activities, while others are always able to organize dinners. Why is everyone in the circle willing to be organized by him? You may say that this person has the ability or personal charm, but in fact, this is the influence of IP.

　　李子柒通過傳統(tǒng)手工藝、傳統(tǒng)美食、鄉(xiāng)村自然美景，以及自己溫文爾雅的氣質(zhì)，發(fā)布一系列田園生活的視頻，成功的打造一個(gè)充滿自然美感與生活哲理的人設(shè)，形成了巨無霸一般的IP，讓她的內(nèi)容非常具有獨(dú)特性，觀眾一眼就能辨識(shí)出來，這就是IP。

　　Li Ziqi has released a series of videos about rural life through traditional handicrafts, traditional cuisine, rural natural scenery, and her gentle temperament, successfully creating a character full of natural beauty and life philosophy, forming a giant like IP. Her content is very unique, and the audience can recognize it at a glance. This is the IP.

　　人設(shè)與IP的打造能力，簡(jiǎn)單來說，就是通過建立獨(dú)特的、鮮明的個(gè)人形象和品牌特性，讓觀眾認(rèn)同、并記住與之產(chǎn)生共鳴的能力。

　　The ability to create a persona and IP, in simple terms, is the ability to establish a unique and distinct personal image and brand characteristics that resonate with and resonate with the audience.

　　這種能力不僅體現(xiàn)在你如何展示自己，還包括你如何通過內(nèi)容傳遞價(jià)值觀、互動(dòng)，持續(xù)鞏固并深化這個(gè)形象，使這個(gè)IP具備新引力、可信度和商業(yè)價(jià)值。

　　This ability is not only reflected in how you showcase yourself, but also in how you convey values and interact through content, continuously consolidating and deepening this image, giving this IP new appeal, credibility, and commercial value.

　　具體來說，包含兩方面

　　Specifically, it includes two aspects

　　塑造獨(dú)特的人設(shè)

　　Creating a unique persona

　　人設(shè)是你在短視頻平臺(tái)或社交媒體的個(gè)性標(biāo)簽。它包含了你的身份定位、性格、特征、以及你在內(nèi)容創(chuàng)作中展現(xiàn)的風(fēng)格。你是美食達(dá)人、健身博主，還是職場(chǎng)專家，你需要明確自己的領(lǐng)域和專業(yè)性。你的性格是幽默風(fēng)趣、真誠溫暖還是溫文爾雅，這些性格特征幫助用戶在看你的視頻的時(shí)候能感受到某種情感鏈接；你的妝容、服裝、標(biāo)志性的配飾、場(chǎng)景設(shè)置等，都是你的視覺符號(hào)，也就是你個(gè)人形象的一部分。

　　Character design is your personal label on short video platforms or social media. It includes your identity positioning, personality, characteristics, and the style you showcase in content creation. Are you a food expert, fitness blogger, or career expert? You need to clarify your field and expertise. Is your personality humorous, sincere, warm, or gentle? These personality traits help users feel a certain emotional connection when watching your videos; Your makeup, clothing, iconic accessories, scene settings, etc. are all your visual symbols, which are a part of your personal image.

　　持續(xù)輸出符合人設(shè)的優(yōu)質(zhì)內(nèi)容

　　Continuously outputting high-quality content that conforms to the persona

　　人設(shè)只是短視頻里的一個(gè)形象，一旦確定了自己的個(gè)人品牌和人設(shè)，你需要長(zhǎng)期穩(wěn)定的輸出與這個(gè)形象契合的內(nèi)容，這不僅能幫助你吸引忠實(shí)粉絲，還能提升你可信度，以及增加商業(yè)價(jià)值。

　　A persona is just an image in a short video. Once you have established your personal brand and persona, you need to consistently produce content that matches this image. This not only helps you attract loyal fans, but also enhances your credibility and increases commercial value.

　　02

　　02

　　技術(shù)執(zhí)行能力

　　Technical execution capability

　　運(yùn)營短視頻的核心是內(nèi)容創(chuàng)作，做短視頻的核心是技術(shù)執(zhí)行能力。

　　The core of operating short videos is content creation, and the core of making short videos is technical execution ability.

　　技術(shù)執(zhí)行能力是短視頻創(chuàng)作中非常重要的環(huán)節(jié)，它涉及布光、道具、拍攝、剪輯，以及設(shè)備的使用，這些能力將會(huì)直接影響到視頻的質(zhì)量和用戶的觀看質(zhì)量。

　　Technical execution ability is a crucial aspect of short video creation, involving lighting, props, shooting, editing, and equipment usage. These abilities will directly affect the quality of the video and the viewing experience of users.

　　4-拍攝構(gòu)圖能力

　　4- Ability to shoot composition

　　拍攝構(gòu)圖能力是短視頻創(chuàng)作與策劃的基本能力，可以說拍攝的能力直接決定視頻的質(zhì)量，也是保證畫面的清晰度和視覺沖擊力的有力保證，你要提升拍攝構(gòu)圖的能力，你就需要會(huì)布光、場(chǎng)景與道具的布置、景別的運(yùn)營和運(yùn)鏡的技巧

　　The ability to shoot composition is a fundamental skill in short video creation and planning. It can be said that the ability to shoot directly determines the quality of the video, and is also a powerful guarantee for ensuring the clarity and visual impact of the picture. To improve the ability to shoot composition, you need to know the skills of lighting, scene and equipment arrangement, scene operation, and camera operation

　　光線的把控（自然光/補(bǔ)光燈）

　　Light control (natural light/fill light)

　　短視頻的畫質(zhì)基本上是由光線決定的，光的運(yùn)用也是拍攝過程中的一個(gè)重要環(huán)節(jié)，一條短視頻有沒有做好，或者畫質(zhì)表現(xiàn)的很饞沒很大一部分原因都是對(duì)光的運(yùn)用沒有到位。

　　The image quality of short videos is basically determined by lighting, and the use of light is also an important part of the shooting process. Whether a short video is well done or the image quality is not satisfactory is largely due to the inadequate use of light.

　　如果你選用的是自然光，最好是早晨和傍晚的最為柔和，非常適合拍攝溫暖、浪漫感強(qiáng)的畫面。對(duì)于自然光線的運(yùn)用，你可以在戶外或者靠窗的地方拍攝，利用自然光營造舒適溫馨的氛圍。如果自然光線特別強(qiáng)烈，比如中午的時(shí)候，你要用遮光板來調(diào)整。

　　If you choose natural light, it is best to use the softest in the morning and evening, which is very suitable for shooting warm and romantic scenes. For the use of natural light, you can take photos outdoors or near windows to create a comfortable and warm atmosphere. If the natural light is particularly strong, such as at noon, you need to use a sunshade to adjust it.

　　如果你是在室內(nèi)拍攝，你一定要用補(bǔ)光燈來改善光線不足的情況，避免畫面過暗或有音影。

　　If you are shooting indoors, you must use fill lights to improve the situation of insufficient light and avoid the image being too dark or having sound and shadow.

　　場(chǎng)景布置與道具細(xì)節(jié)

　　Scene arrangement and prop details

　　場(chǎng)景與道具可以增強(qiáng)短視頻的表達(dá)能力和觀賞效果，拍攝產(chǎn)品有對(duì)應(yīng)的使用場(chǎng)景，直播帶貨有對(duì)應(yīng)的銷售場(chǎng)景，做不同的內(nèi)容就應(yīng)該運(yùn)營不同的場(chǎng)景配置，才能充分表達(dá)內(nèi)容的表現(xiàn)力、

　　Scenes and props can enhance the expressive power and viewing effect of short videos. Shooting products has corresponding usage scenarios, and live streaming sales have corresponding sales scenarios. Different scene configurations should be operated for different content to fully express the expressive power of the content

　　場(chǎng)景和道具的應(yīng)用對(duì)觀眾的觀感、情緒的表達(dá)以及視頻本身的質(zhì)量都會(huì)有非常大的影響。比如你要拍一個(gè)與咖啡相關(guān)的視頻，那你可以布置一個(gè)，在桌面上擺放一些咖啡杯、書籍、綠植的場(chǎng)景，增加生活感和溫馨感。

　　The application of scenes and props will have a significant impact on the audience's perception, emotional expression, and the quality of the video itself. For example, if you want to shoot a video related to coffee, you can set up a scene where some coffee cups, books, and green plants are placed on the desktop to increase the sense of life and warmth.

　　還可以增加一些細(xì)節(jié)，比如合適顏色的桌布，筆記本電腦、Ipad等增加用戶視覺體驗(yàn)的小道具。

　　You can also add some details, such as suitable colored tablecloths, laptops, iPads, and other small props to enhance the user's visual experience.

　　景別的運(yùn)用（特寫/中景/全景）

　　The use of scenery (close-up/medium/panoramic)

　　景別也是短視頻創(chuàng)作的一個(gè)重要環(huán)節(jié)，景別的變化能夠表達(dá)不同的內(nèi)容、講述不同的故事，還能夠給用戶傳遞不同的情緒。

　　Jing Bie is also an important part of short video creation. The changes in Jing Bie can express different content, tell different stories, and convey different emotions to users.

　　比如，特寫鏡頭常用于表達(dá)情感和細(xì)節(jié)，在拍攝美食時(shí)，特寫鏡頭能夠突出事物的細(xì)節(jié)和誘人的外觀；而全景鏡頭則能展示環(huán)境全貌、場(chǎng)景的宏大，給用戶一種廣闊的感覺。

　　For example, close-up shots are often used to express emotions and details. When shooting food, close-up shots can highlight the details and tempting appearance of things; And panoramic lenses can display the full picture of the environment and the grandeur of the scene, giving users a sense of vastness.

　　運(yùn)鏡技巧（推拉搖移、跟隨拍攝）

　　Camera handling techniques (pushing, pulling, shaking, following shooting)

　　運(yùn)鏡指的是鏡頭運(yùn)用的方式，也可以說是鏡頭移動(dòng)的方式，指的是通過相機(jī)的移動(dòng)來捕捉、轉(zhuǎn)換和呈現(xiàn)畫面的各種方法與手段。這不僅僅是一種技術(shù)操作，更是一種藝術(shù)表達(dá)方式，通過巧妙的鏡頭運(yùn)動(dòng)，可以引導(dǎo)觀眾的視線、渲染情感氛圍以及強(qiáng)化故事的敘事效果。

　　Mirror movement refers to the way in which the lens is used or moved, and refers to various methods and means of capturing, transforming, and presenting images through the movement of the camera. This is not just a technical operation, but also an artistic expression. Through clever camera movements, it can guide the audience's gaze, render emotional atmosphere, and enhance the narrative effect of the story.

　　常見的運(yùn)鏡方式一般包括平移、推拉、搖移、跟蹤、環(huán)繞等，比如，推鏡是指鏡頭從遠(yuǎn)到近的移動(dòng)，拉鏡則是從近到遠(yuǎn)。這種技巧可以幫助創(chuàng)造一種動(dòng)態(tài)感，增強(qiáng)畫面的層次。

　　The common ways of moving the lens include translation, sliding, shaking, tracking, and circling. For example, sliding the lens refers to the movement of the lens from far to near, while pulling the lens refers to the movement from near to far. This technique can help create a sense of dynamism and enhance the layering of the image.

　　舉個(gè)例子，當(dāng)你在拍攝一場(chǎng)跑步的鏡頭時(shí)，可以通過跟隨拍攝的方式，鏡頭緊隨人物移動(dòng)，創(chuàng)造出一種迅速前進(jìn)的感覺。類似的手法在很多運(yùn)動(dòng)短視頻中都有應(yīng)用，帶給觀眾身臨其境的感受。

　　For example, when shooting a running scene, you can create a sense of rapid progress by following the camera's movements closely with the character. Similar techniques have been applied in many sports short videos, providing viewers with an immersive experience.

　　5-剪輯與節(jié)奏感能力

　　5- Editing and Rhythm Ability

　　剪輯是短視頻創(chuàng)作的靈魂，它決定了內(nèi)容的表達(dá)效率、情感張力和觀眾體驗(yàn)，是短視頻從“素材堆砌”升級(jí)為“視聽藝術(shù)”的核心環(huán)節(jié)。

　　Editing is the soul of short video creation, which determines the efficiency of content expression, emotional tension, and audience experience. It is the core link in upgrading short videos from "material stacking" to "audio-visual art".

　　好的剪輯直接決定了視頻的節(jié)奏感和用戶的觀看體驗(yàn)。

　　Good editing directly determines the rhythm of the video and the user's viewing experience.

　　字幕與特效的使用

　　The use of subtitles and special effects

　　字幕和特效的運(yùn)營能夠幫助突出信息的重點(diǎn)，增加視頻的可讀性，比如做產(chǎn)品測(cè)評(píng)時(shí)，使用動(dòng)態(tài)字幕展示關(guān)鍵數(shù)據(jù)，能讓觀眾一眼看到重點(diǎn)內(nèi)容，增強(qiáng)信息傳遞效果。

　　The operation of subtitles and special effects can help highlight the key points of information and increase the readability of videos. For example, when conducting product evaluations, using dynamic subtitles to display key data can allow viewers to see the key content at a glance and enhance the effectiveness of information transmission.

　　此外適當(dāng)?shù)奶匦б材芴嵘曈X沖擊力。比如在美妝視頻中，常用閃爍的光效、鏡頭拉近等效果來突出化妝品的效果，增強(qiáng)視覺吸引力。

　　In addition, appropriate special effects can also enhance visual impact. For example, in beauty videos, flickering light effects, camera zoom in, and other effects are commonly used to highlight the effect of cosmetics and enhance visual appeal.

　　卡點(diǎn)與轉(zhuǎn)場(chǎng)

　　Checkpoints and transitions

　　卡點(diǎn)是指在音樂的節(jié)奏點(diǎn)上切換畫面或鏡頭，使畫面更具沖擊力。

　　Catching refers to switching between frames or shots at the rhythm points of music, making the image more impactful.

　　比如，很多短視頻都會(huì)在某個(gè)音樂的高潮部分快速切換鏡頭，制造出視覺上的高潮，帶動(dòng)用戶情緒。

　　For example, many short videos quickly switch shots during the climax of a certain music, creating a visual climax and driving users' emotions.

　　這種方法非常適用于快速切換的創(chuàng)意短片或者舞蹈類視頻。

　　This method is very suitable for quickly switching between creative short films or dance videos.

　　轉(zhuǎn)場(chǎng)則是指不同鏡頭之間的過渡方式，可以通過平滑轉(zhuǎn)場(chǎng)、快速切換等方式讓畫面看起來更流暢。

　　Transition refers to the way in which different shots transition between each other, which can be achieved through smooth transitions, quick switching, and other methods to make the image look smoother.

　　有時(shí)候，使用特效或音效來加強(qiáng)轉(zhuǎn)場(chǎng)效果，能讓視頻顯得更加有趣。

　　Sometimes, using special effects or sound effects to enhance transition effects can make videos appear more interesting.

　　剪輯與節(jié)奏

　　Editing and Rhythm

　　短視頻通常信息密度比較高，也比較碎片化，所以節(jié)奏感非常重要，視頻的節(jié)奏需要與內(nèi)容的氛圍完全契合，避免拖沓。

　　Short videos usually have high information density and are also fragmented, so the sense of rhythm is very important. The rhythm of the video needs to be completely in line with the atmosphere of the content to avoid procrastination.

　　比如，你做一個(gè)旅游視頻，快速剪輯的剪輯能讓視頻的信息銜接密度高，充滿動(dòng)感和活力，讓用戶看看的時(shí)候沒有時(shí)間感到無聊。

　　For example, if you make a travel video, quick editing can make the information connection density of the video high, full of dynamism and vitality, leaving users with no time to feel bored when watching.

　　你可以通過快速的切換不同景點(diǎn)的鏡頭，或者不同景別的鏡頭，讓視頻的節(jié)奏變得緊湊而有趣。

　　You can make the pace of the video compact and interesting by quickly switching between different scenic spots or scenes.

　　相比之下，如果你是做瑜伽教程的視頻，剪輯上就要慢一些，盡可能的保持舒緩的節(jié)奏，保持內(nèi)容的沉靜感。

　　In contrast, if you are making a yoga tutorial video, you need to edit it slower and try to maintain a soothing rhythm and a calm content.

　　6-設(shè)備與工具使用能力

　　6- Ability to use equipment and tools

　　設(shè)備的熟練程度是提高短視頻創(chuàng)作效率的重要保證，掌握不同設(shè)備的使用方法，以及對(duì)常用工具和軟件熟悉程度，是提升視頻質(zhì)量的基礎(chǔ)。

　　The proficiency of equipment is an important guarantee for improving the efficiency of short video creation. Mastering the usage of different devices and familiarity with commonly used tools and software are the foundation for improving video quality.

　　設(shè)備與工具的使用主要包括手機(jī)/相機(jī)拍攝參數(shù)的設(shè)置和剪輯軟件的熟練程度。

　　The use of equipment and tools mainly includes setting shooting parameters for mobile phones/cameras and proficiency in editing software.

　　手機(jī)/相機(jī)拍攝參數(shù)設(shè)置（分辨率、幀率）

　　Mobile/camera shooting parameter settings (resolution, frame rate)

　　拍攝設(shè)備的設(shè)置決定了畫面的清晰度和流暢度。現(xiàn)在的智能手機(jī)拍攝已不亞于專業(yè)的相機(jī)，但也需要正確的設(shè)置。

　　The settings of the shooting equipment determine the clarity and smoothness of the image. Nowadays, smartphone photography is no less impressive than professional cameras, but it also requires correct settings.

　　比如分辨率越高，視頻的清晰度越好，但視頻文件會(huì)變得更大，更適合需要高質(zhì)量畫面的視頻；

　　For example, the higher the resolution, the better the clarity of the video, but the video file will become larger and more suitable for videos that require high-quality images;

　　幀率則決定了畫面的流暢感，通常30幀適合拍攝一般的短視頻，而需要拍攝慢動(dòng)作時(shí)，則可以選擇60幀甚至更高的幀率。

　　The frame rate determines the smoothness of the image, usually 30 frames per second is suitable for shooting general short videos, while when shooting slow motion, a frame rate of 60 frames per second or even higher can be chosen.

　　剪輯軟件熟練度（剪映/Pr/FCPX）

　　Proficiency in editing software (Jianying/Pr/FCPX)

　　剪輯軟件是短視頻制作的重要工具，熟練掌握剪輯軟件能大大的提升制作效率和視頻質(zhì)量。

　　Editing software is an important tool for short video production, and mastering editing software can greatly improve production efficiency and video quality.

　　比如，剪映是一個(gè)簡(jiǎn)單易用的手機(jī)剪輯軟件，非常適合短視頻創(chuàng)作者使用，不僅功能齊全，而且還可以快速制作特效和專場(chǎng)。

　　For example, Jianying is a simple and easy-to-use mobile video editing software that is very suitable for short video creators to use. It not only has complete functions, but also can quickly create special effects and special sessions.

　　而Premiere Pro（Pr）和Final Cut Pro X（FCPX）是專業(yè)級(jí)的軟件,適合有一定剪輯基礎(chǔ)的人，能進(jìn)行更復(fù)雜的特效制作、調(diào)色、音效處理等。

　　Premiere Pro (Pr) and Final Cut Pro X (FCPX) are professional grade software that are suitable for people with a certain editing foundation to perform more complex special effects production, color grading, sound effects processing, etc.

　　03

　　03

　　運(yùn)營與數(shù)據(jù)分析能力

　　Operations and data analysis capabilities

　　運(yùn)營與數(shù)據(jù)分析能力是短視頻創(chuàng)作中至關(guān)重要的一個(gè)環(huán)節(jié)。它不僅關(guān)乎內(nèi)容創(chuàng)作本身，還涉及如何讓視頻在平臺(tái)上獲得更多的曝光、互動(dòng)和粉絲。優(yōu)秀的運(yùn)營與數(shù)據(jù)分析能力，能夠幫助你在海量?jī)?nèi)容中脫穎而出。

　　The ability to operate and analyze data is a crucial aspect of short video creation. It is not only about content creation itself, but also about how to make videos gain more exposure, interaction, and fans on the platform. Excellent operational and data analysis skills can help you stand out among massive amounts of content.

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