真人出鏡的內(nèi)容一般分為兩類：
The content of real person appearances is generally divided into two categories:
①視頻和業(yè)務相關
① Video and business related
主要是講述垂直的知識內(nèi)容、干貨，視頻內(nèi)容就是具體的業(yè)務或者產(chǎn)品知識點。
Mainly about vertical knowledge content and dry goods, video content is specific business or product knowledge points.
比如教育行業(yè)、醫(yī)療行業(yè)、美妝行業(yè)，都很適合以產(chǎn)品知識點或干貨為主要內(nèi)容進行輸出。
For example, the education industry, medical industry, and beauty industry are all suitable for outputting product knowledge points or dry goods as the main content.
②視頻和業(yè)務不相關
② Video is not related to the business
產(chǎn)品比較小眾，或者比較特殊，不容易用視頻直接表現(xiàn)。那我們就可以表現(xiàn)人物特性，吸引用戶，然后給產(chǎn)品進行引流，實現(xiàn)成交的目的。
The product is relatively niche or unique, and it is not easy to express directly through video. Then we can express the characteristics of the characters, attract users, and then guide the product to achieve the purpose of transaction.
比如說圖中這個賬號，它是通過拍一些話題，吸引用戶，然后為產(chǎn)品引流。
For example, the account in the picture is used to capture topics, attract users, and then attract traffic for the product.
那真人出鏡的視頻具體應該拍什么？怎么拍？
What exactly should I shoot for a live action video? How to shoot?
先來說拍什么：
First, let's talk about what to shoot:
拍廣告
Advertising
追求的目的，做硬廣的內(nèi)容輸出。
Pursuing the ultimate goal and producing hard and broad content output.
很多人的視頻廣告沒人看，是因為內(nèi)容很枯燥、無聊，而且沒有給用戶留下咨詢?nèi)肟冢耆恢滥愕臉I(yè)務是什么。
Many people's video advertisements are not watched because the content is dull and boring, and there is no consultation entrance left for users, without knowing what your business is.
正確的做法是，拍攝一個硬廣視頻，介紹自己的業(yè)務和產(chǎn)品，作為置頂。然后每隔一段時間，就拍攝一個硬廣視頻發(fā)布。
The correct approach is to shoot a hard advertising video introducing your business and products as a top priority. Then every once in a while, shoot a hard advertising video for release.
硬廣視頻最好時刻準備著一個，在視頻爆了之后，隨時發(fā)布。
It's best to always have a hard video ready, and release it anytime after the video explodes.
硬廣的置頂視頻，在拍攝的時候，也是有分類和技巧的。
Hard top videos also have classification and techniques when shooting.
一種是拍一個軟廣置頂，一種是拍硬廣置頂。
One is to shoot a soft wide top, and the other is to shoot a hard wide top.
比如軟廣類視頻可以這樣拍：
For example, soft advertising videos can be shot as follows:
硬廣類可以直接介紹產(chǎn)品或業(yè)務，比如機械行業(yè)，可以拍機械器材，介紹它的參數(shù)、使用場景等。
Hard advertising can directly introduce products or businesses, such as the mechanical industry. You can take photos of mechanical equipment and introduce its parameters, usage scenarios, etc.
拍內(nèi)容
Shooting content
賬號要有具體的內(nèi)容，根據(jù)目的做內(nèi)容輸出，主要是做對用戶有幫助的內(nèi)容。
The account should have specific content and output content based on the purpose, mainly for content that is helpful to the user.
日常內(nèi)容的輸出，一般會從這幾個角度輸出：匯總用戶的問題；利用思維導圖做行業(yè)的垂直細分；匯總競爭對手的內(nèi)容，進行二次創(chuàng)作等。
The output of daily content is generally from these perspectives: summarizing user issues; Using mind maps to create vertical segmentation of industries; Summarize the content of competitors, conduct secondary creations, etc.
如果不知道去哪里匯總用戶問題，可以在競爭對手的評論區(qū)、自己賬號的評論區(qū)、粉絲群等地方尋找用戶問題或者讓銷售人員匯總客戶問題。
If you don't know where to summarize user issues, you can search for user issues in competitors' comment areas, your own account's comment areas, fan groups, and other places, or have sales personnel summarize customer issues.
然后可以每周整理20個同行賬號，匯總出點贊、評論、收藏最多的選題，進行二次創(chuàng)作。
Then, you can organize 20 peer accounts every week, summarize the topics with the most likes, comments, and favorites, and create a second creation.
拍熱點
Shooting hotspots
結合當前熱點，拍攝能獲得流量的內(nèi)容。
Capture content that can generate traffic based on current hotspots.
做短視頻要有熱點敏銳度，要第一時間圍繞著熱點做內(nèi)容輸出。
When making short videos, it is important to have hot spot sensitivity and focus on content output around hot spots as soon as possible.
熱點內(nèi)容分為常發(fā)熱點和偶發(fā)熱點。
Hot topics are divided into frequent and occasional hot topics.
常發(fā)熱點是可以提前預知的，比如你的產(chǎn)品是瓷磚，那“618大促，這些瓷磚不要選”就相當于是常發(fā)性熱點。
Frequently occurring hot spots can be predicted in advance, for example, if your product is ceramic tiles, then "618 promotion, do not choose these tiles" is equivalent to frequently occurring hot spots.
但是熱點的內(nèi)容，盡量輸出和自己行業(yè)相關的熱點內(nèi)容。
But for hot topics, try to output hot topics related to your industry as much as possible.
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