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从爆创意到投广告,做好抖音,到底需要哪些步骤

发布时间:2019-08-17 14:43:14

河内快5   JINNIAN7YUE,DOUYINGUANFANGBAOCHUYIGEJINGRENSHUJU: DOUYINDAUYITUPO3.2YI,YEJIUSHISHUO,MEITIANYOUZHISHAO3YIGEZHANGHUZAIDOUYINSHANGHUOYUE。

  这说明了什么呢?

  ZHEISHIYIGESHIDAIJIYU,SHEINENGZHUAZHUDOUYINDUANSHIPIN,SHEINENGXIANNATOUDOUYINYINGXIAO,SHEIJIUNENGLINGXIANZHANZAISHIDAIQIANDUAN。

  那我们该如何打造爆款抖音呢?

  1 运营心法

  1、信心

河内快5   WULUNSHIQUNIANXIAOMI、AODIDENGZHUMINGPINPAIRUZHUDOUYIN,HAISHIYUELAIYUEDUODEWANGHONG,XIANGLIZIQI、HEILIANV、HAISHIDAIGULAKYONGYOUQIANWANFENSI,DOUJILEWOMENJUDADEXINXIN。

  DOUYINHAISHIYIGEXINXIANSHIWU,SUIRANYIJINGFUHUACHUYIDAPIWANGHONG,TANSUOCHUYITIAOCHENGGONGDEDAOLU,DANGRAN,HAIYOUQIANQIANWANWANTIAODAOLUZHIDEWOMENTANSUO,WOMENYAODUIYUNYINGCHONGMANXINXIN。

  2、细心

河内快5   XIANZAIDOUYINSHANGYIJINGHUOLEYIPIZHANGHAO,JIBENGEGELINGYUDOUYOUDAVDANSHENG,DALIANGYONGHUDEZHUYILIYEJIZHONGZAIZHEIXIEDAVSHENSHANG。

河内快5   SUOYIWOMENXIANGYAOQIERUDOUYIN,HUODEDOUYINDEJUDALIULIANGFUCHI,WOMENHAIYAO ZHAOZHUNZIJIDETEBIEZHICHUJINXINGDINGWEI ,ZAIZUODINGWEIDOUYINDEFAZHANFANGXIANGSHI,YAOTEBIEXIXIN,FAXIANYONGHUQUNTIDEXUQIU,CONGMEIYITIAOPINGLUN、MEIYIGEJINGPINDEBAOKUANSHIPINZHONGWAJUE。

  3、耐心

  SHUOSHIHUA,RUGUOQIYEXIANGZAIDOUYINSHANGZUOYIGEQIANWANJIDEDOUYINZHANGHAO,QUESHIBURONGYI,DANSHIZUOYIGEBAIWANFENSIDEZHANGHAO,QISHIYEMEIYOUXIANGXIANGZHONGNEIMENAN。

  GUANJIANDIAN,JIUSHIZAIYUJIANCHI。BUYAOQIANQIKANBUJIANJIEGUOJIUFANGQI,ERSHIJIANCHIZHISHAOBANNIAN,CHIXUSHUCHUYOUZHINEIRONG,ZAIFABUDEGUOCHENGZHONG,BUDUANSIKAOZONGJIE,BUDUANDIEDAIGENGXIN,XIANGXINBANNIANHOU,NIYIDINGNENGJIANDAOJINGXI。

  2 内容策略

  CENGJINGWOZUOGUOYIXIANGDIAOCHA,DIAOCHAWOSHENBIANWANDOUYINDEXIAOHUOBAN,PINGSHIZUIXIHUANKANDOUYINSHANGDESHENMELEIXINGDENEIRONG,FAXIANDAJIAHAISHI PUBIANGUANZHUYULEXINGDENEIRONGBIJIAODUO ,BIRU:GAOGUAILEI、PIAOLIANGXIAOGEGEXIAOJIEJIELEI、WANGHONGWUDAOLEIDENGNEIRONG。

  那我们应该怎么做呢?

  1、内容要富有节奏感

河内快5   XIANZAIDOUYINDELUZHICHENGBENYINGGAISHUOBIJIAODILE,DOUYINBENSHENZIDAILEHENDUOTEXIAO,JIASHANGBIRUSHUO:KUAIJIANJI、SHIPINPAISHEHEMEIHUAGONGJUVUE、CHUANGKETIEDENGGEZHONGRUANJIAN,DOUKEYIJIEJUEJIANDANDENEIRONGZHIZUOWENTI。

  DANSHIXIANGRANGNEIRONGYUYINLEPEIHE,FUYOUJIEZOUGAN,HAIXUYAOXUEXIYIXIESHIPINJIANJIJIQIAO,BIRUQIEJINGDEYINGYONG、MENGTAIQIXIAOGUOYIJIGEZHONGTEXIAO;YIJIYINLEDEJIANQIE。ZAISHIYONGYINLESHI,YAOZHUYIYIDIAN,YAOZHUYIYINLEBANQUANSHIYONGWENTI。

  2、内容要具备亲民性

  WOMENSHUADAODEHENDUODOUYINHAO,KANQILAIFANGFOBUNEIMEZHUANYE,DANSHIYOUJUDADEFENSIQUNTI。YUANYINZAIYU, QINMINXINGDEDUANSHIPINGENGNENGMANZUYONGHUNEIXINDEXUQIU,HAINENGJIANGYONGHUMEICHAJUEDEXUQIUFAJUEBINGJIHUO。YONGHUGANJUEDAOSHIPINGENGYOUQU,TIEJINZIJIDESHENGHUO,YONGHUJIUJUYOUCANYUGAN,JIUYUANYIFENXIANGHEDIANZANNIDESHIPIN。

  BIRUZHEITIAODUANSHIPIN,YIGESHIMOTEQUESHIYANZHIGAO,XIYINYONGHUGUANZHU;HAIYOUJIUSHINEIRONGBIJIAOQINMIN,JIANGNIANQINGRENPUBIANHUIYONGDAODEPENGYOUQUAN,SHIBIJIAOQIEZHONGDAZHONGXUQIUDE。

  3、内容要有即视感

河内快5   RUGUONIDENEIRONGNENGJIYONGHUSHEZHIYIGECHANGJING,RANGYONGHUGANJUESHENLINQIJING,YONGYOUJISHIGAN,NEIMEYONGHUDECANYUGANJIUHUIGENGQIANG。

河内快5   BIRU:DOUYINSHANGHENHUODE“SHUAIWANJIU”,JIUYINFALEYONGHUDUISHUAIWANWANDEXIANGWANG,YINFALEWUSHUDOUYOUCHONGXIANGXIAN;ZAIBIRU“DILIREBADEWUDAO”,DONGGANDEYINLE+RONGYIMOFANGDEWUDAO,RANGHENDUOWANQUANBUTIAOWUDEREN,YUANYIZAIDOUYINSHANGFENGKUANG“SHAI”!

  3 运营步骤

  1、创意思考

  ZAIZHENGSHIKAISHIYUNYINGZHIQIAN,YAOTUOLIDOUYINSHANGDUINEIRONGDESHUFU,ZHONGXIN ZHANZAIXIAOFEIZHEDEJIAODUQUSIKAO ,ZIJIPINPAISHIHESHENMENEIRONG?DASHENMEDIAOXINGNENGQUANZHUYONGHU?YUNYINGDOUYINDEZHONGJIMUDESHISHENME?YOULECHUANGYISIKAODEJIYIN,HOUQIYUNYINGQILAICAIHUISHIBANGONGBEI。

  给大家提供两种创意思考的方法:

  1)夸张假设法

  HENDUOSHIHOU,WOMENMEIYOUCHUANGYI,SHIYINWEIBUGANSIKAO。RUGUOMEIYOUSILU,WOMENJIUKEYIBAJINGPINDEZUOPIN,XIANLIULANYIBIAN,KANKANDUIFANGDECHUANGYIDIANSHISHENME?RANHOUZAIXIANGXIANG,ZIJIYOUMEIYOUBANFA,BACHUANGYIKUAZHANG10BEI,YONGLINGYIZHONGFANGSHICHENGXIANCHULAI。

  HENDUOYINWEINANNVFANCHAHUOBAODEDOUYIN,ZAIMOSUOJIEDUAN,YESHIBUZHIDAOZIJIDECHAYIXINGZAINALI,YINWEISIKAOHENDUOYONGHUQISHIYOULIEQIXINLI,XIHUANKANYIXIEXINXIANDESHIQING,SUOYICHANSHENGLEHENDUONVZHUANGDALAO,XIANGAIBI,MUQIANYIJINGYOUQIANWANFENSI。

  2)感官冲突法

  XIANZAIHENDUOSHIPINHUOQILAI,SHIYINWEIGENGJUYOUHUAMIANGAN,CONGQIANDEWENZI,DAOXIANZAIDEDUANSHIPINLIUXING,YESHIYINWEISHIJUEGAN。

  SUOYIWOMENZAISHEJINEIRONGSHI,YAOXIANGYIXIANGNENGFOURANGWOMENDEDOUYINNEIRONG,YOUGENGMEIDESHIJUEGAN,HUOZHEJIUSHICHOUJIAO,YOUYUZHONGBUTONGDESHIJUEGAN,HUOZHETUDIAOZHA,DOUYINMOTECHUANDONGBEIDAHUAAODENGDENG,ZUOCHUYIZHONGFANCHAMENG。

  2、定位

  YOULENEIRONGCHUANGYIDEJICHU,WOMENJIUKEYIJIZIJIDEDOUYINHAODINGWEILE。

  YINWEIDOUYINSHIZHINENGTUIJIANJIZHI, NIDENEIRONGYUECHUIZHI,CAINENGHUODEJIQIDETUIJIAN ,SUOYIWOMENYAOCHAOZHEDANYIFANGXIANGJINRU,ZAIZHANKAIDUOYUANHUADENEIRONG。FANGXIANGYILUAN,ZUIZHONGZHIHUISHIFENSILIUSHI。

  ZAIDINGWEISHI,YAOKAOLVSANGEFANGMIANDEWENTI,YIFANGMIAN,SHIYAOQINGCHUDEZHIDAOZIJIMUBIAOFENSIDEGONGXINGXUQIUZAINALI,MUBIAORENQUNDERENQUNSHULIANGYOUDUOSHAO,ZHEIYANGCAIYOULIYUWOMENZHANGQIDEFAZHAN;

  HAIYOUYIFANGMIAN,SHIYAOKAOLVWOMENNEIRONGDEKECHIXUXING,YAOZHIDAOWOMENDEYOUSHIZAINALI,WOMENYONGYOUSHENMEKEYIZHANGQISHUCHUDENEIRONG;

  最后,还要考虑实际的变现方法,将三者结合起来思考,就是一个好的定位模型。

  如何做呢?

  1、WOMENYAOZUOMUBIAOFENSIDEYONGHUHUAXIANG,BINGQIEYAOQINGXIDISHULICHULAI,BIRUNIDEFENSISHIYOUSHOUSHENXUQIUDERENQUN,NIJIUYAOBAGUANJIANCILUOLIECHULAI,BIRU,30SUI、BAOMA、YIERXIANCHENGSHI、WANSHANG7DIANYIHOUYOUSHIJIANDENGDENG;

  2、KAOLVZIJIDEYOUSHI,YAOCONGZIJIDEZHUANYEHUOZHEXINGQURUSHOUKAOLV,BIRUZIJIXIHUANZUOZAOCAN,NEIMEJIUKEYICONGZAOCANSHOUSHENRUSHOU;

  3、KAOLVBIANXIAN,HOUQIDAODISHITONGGUOSHOUSHENCANBIANXIAN?HAISHITONGGUOZHISHIFUFEI,JIAOSHOUSHOUSHENBIANXIAN?DOUSHIYAOKAOLVQINGCHUDESHIQING。

  3、SHUCHUNEIRONG

  高价值的内容,在任何时候都是稀缺的。

  BIRUpapiJIANGZAIDOUYINPINGJIEQIGEZUOPINJIUSHOUHUOLESHUBAIWANDEFENSI,YISHANXIAOHESHANGDEDONGHUAXIAOGUSHI,QINGSONGSHOULONGLESHUQIANWANFENSI。

  那我们应该如何结合自身品牌,抢占某块内容的高地呢?

  1)考虑创意

河内快5   QIANMIANYESHUODAOLE,WOMENKEYIKUAZHANGJIASHEFAHEGANGUANCHONGTUFA,QUXUNZHAOYIXIECHUANGYI,YOUCHUANGYIDESHIPINWANGWANGGENGRONGYIHUOBAO。

  2)考虑人设

河内快5   ZAIDOUYINSHANG,RENSHEDEDAZAO,YESHIDOUYINNEIRONGHUOBAODEYIGEYUANYIN。

河内快5   WOMENKEYITONGGUOGAOYANZHIDEMIANMAOHESHENCAI,SHUNJIANHUOQUHENDUOYONGHUDEHAOGAN;YEKEYITONGGUOTEBIE“MAOSHAQI”DEGAOXIAOLEIRENSHE,QUBODEYONGHUDEGUANZHU;HAIKEYIPAIYIXIECHONGWU、DAIMENGDEXIAODONGWU,QUYINQIDUZHEDEGUANAIZHIXIN;ZUIHOU,HAIKEYIPAIYIXIEZHUANYERENSHI,TONGGUOZHUANYEDEZHISHIJIANGJIE,BANGZHUYONGHUTISHENG;

  4、评论区运营

  NEIRONGFABUHOU,YEYAOJIJIYUFENSIHUDONG。ZAIPINGLUNQU,KEYIZHUDONGZHIZAOYIXIEYOUQUJIEDIQIDEPINGLUN,XIANZAIHENDUORENKANDOUYINDOUHUIDIANKAIPINGLUNKANYIKAN,TONGSHIZAIQIANQIYUNYINGJIEDUAN,MEIYITIAOPINGLUN,WOMENDOUYINGGAIQUWEIXINGHUIFU,ZENGJIAZHANGHAODETUIJIANQUANZHONG。

  5、社群赋能

  ZAIYUNYINGDECHUQIJIEDUAN,ZUOHAOSHEQUNFUNENGYESHIFEICHANGZHONGYAODE,WOMENKEYIBADOUYINZHANGHAOFANGZAIFENSISHEQUNLI,RANGFENSIBANGZHUWOMENDIANZANPINGLUN,ZENGJIAZHANGHAOQUANZHONG。DANGRAN,WOMENHAIKEYIZHUANMENJIANLIYIZHIDOUYINHUPINGTUANDUI,XIANGHUDIANZANHUPING,DUGUOQIANQIZHANGHAOZHANGFENWENTI。

  6、广告投放

  WEILERANGDOUYINQIYEHAOGENGKUAICHENGZHANG,DOUYINSHANGXIANLE“Dou+”,KEYIBANGZHUQIYEFUFEITUIGUANG。JICHUDEJIAGEHAISHIBIJIAOQINMINDE,TOUFANGJINEGONGFENWEI5DENG,100YUANRENMINBIDUIYINGDEYUJIBOFANGLIANGWEI5000+,200YUAN10000+,500YUAN25000+,1000YUAN50000+,2000YUAN100000+。CHUCIZHIWAI,GUANGGAOZHUMENHAIKEYIZIDINGYIJINE,ZUIGAOBUCHAOGUO10WAN,QIEWEI10DEBEISHU。

  投放“Dou+”,要注意2点:

  (1)YAOBAOZHENGDUANSHIPINDEZHILIANG,RUGUOZHILIANGBUJIA,TUIGUANGXIAOGUOYEHENNANJIANXIAO,YINWEIBUXIYINYONGHU,YONGHUZIRANBUHUIGUANZHU。

河内快5   (2)SHIPINNEIRONGBUNENGHANYOUGUANGGAO,BAOKUOLIANXIDIANHUA、WEIXIN、WEIXINGONGZHONGHAODENG。

  ZUOHAODOUYINQISHIBINGBUNAN,ZHANGFENYEBINGBUNAN,GUANJIANSHIYAOTATASHISHI,ZUOHAONEIRONG,NACHUXINXIN、XIXINHENAIXIN,XIANGXINNIHUIZAIDOUYINDAVDELUSHANGZOUDEYUELAIYUEKUAI。


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