方向错了，再多的努力也是无效挣扎。
　　The direction is wrong, no matter how much effort is put in, it is still an ineffective struggle.
　　作为一个短视频营销策划，经常会有企业老板或营销负责人找我聊短视频营销的问题，在深入了解了他们的现状后，我发现一个令人惋惜的事实：很多正在做短视频的企业，不是不努力，更不是不愿意付出，而是在根本上就走错了方向。
　　As a short video marketing planner, I often have business owners or marketing leaders come to me to discuss issues related to short video marketing. After gaining a deeper understanding of their current situation, I have discovered a regrettable fact: many companies that are working on short videos are either not putting in the effort or unwilling to invest, but are fundamentally heading in the wrong direction.
　　他们投入了时间、人力和预算，但内容却像石沉大海，激不起一丝涟漪。
　　They have invested time, manpower, and budget, but the content is like a stone sinking into the sea, unable to stir up any ripples.
　　问题到底出在哪里？今天，我就将这些“病因”系统性地摊开来讲。这或许会戳中你的痛点，但唯有正视它，才是破局的第一步。
　　Where exactly is the problem? Today, I will systematically explain these "causes". This may hit your pain point, but only by facing it squarely is the first step to breaking the deadlock.
　　病因一
　　Cause 1
　　用“宣传片”的思维，做“短视频”的内容
　　Using the mindset of "promotional videos" to create content for "short videos"
　　你放几个宣传片， 用于日常分享给客户便于介绍企业和产品，也能增加企业品牌调性，这个是非常好的。怕就怕，都是这类内容。
　　You can put up a few promotional videos for daily sharing with customers to introduce the company and products, and also increase the brand tone of the enterprise. This is very good. Be afraid, it's all about this type of content.
　　这是传统企业最典型的“水土不服”。其核心症状是：
　　This is the most typical "not adapting to the local conditions" of traditional enterprises. The core symptoms are:
　　Part.01
　　Part.01
　　节奏缓慢，开场没有钩子： 视频开头依然是“XX公司，成立于XX年，专注于……”，观众在3秒内就划走了。
　　The pace is slow, and there is no hook at the beginning: the video still starts with "XX company, founded in XX year, focusing on...", and the audience swipes away within 3 seconds.
　　Part.02
　　Part.02
　　用“宣传片”思维做短视频，还不是最离谱的，更离谱的是干脆就直接放宣传片，你企业大，你牛逼有钱大批量拍宣传片显得自己很高大上，但是你再大还能大过zf？人家官方账号也不直接放宣传片啊！结果就是，内容看上去很“高大上”，实际确实没人看！用户可不买你的账！显然，你花了那多么多钱拍的“大片”在短视频平台就是垃圾。
　　Using the mindset of "promotional videos" to make short videos is not the most outrageous. What's even more outrageous is simply putting promotional videos on the platform. Your company is big and you have a lot of money to shoot promotional videos in large quantities, which makes you look very high-end. But even if you are big, you can still surpass ZF? Their official accounts don't directly put promotional videos on the platform! The result is that the content looks very high-end, but in reality, no one is watching it! Users don't buy your account! Obviously, the "blockbuster" you spent so much money on is garbage on short video platforms.
　　Part.03
　　Part.03
　　内容宏大，追求全面完美： 试图在1分钟内讲清企业规模、企业文化、产品体系、社会责任，结果什么都没讲明白。
　　The content is grand, pursuing comprehensive perfection: attempting to explain the company's scale, corporate culture, product system, and social responsibility in just one minute, but failing to explain anything clearly.
　　Part.04
　　Part.04
　　姿态过高，缺乏网感沟通： 语气像官方新闻稿，画面像企业内刊，与用户隔着一条无法逾越的鸿沟。
　　The posture is too high and lacks online communication: the tone is like an official press release, the image is like an internal publication of a company, and there is an insurmountable gap between the user and the platform.
　　解 药
　　Antidote
　　忘记“宣传”，思考“供给”短视频的逻辑不是“我说你听”，而是 “我供给，你获取” 。你需要提供的是在碎片化时间里，用户愿意主动获取的 “价值”——或是轻松一笑的情绪价值，或是立马可用的知识价值。
　　Forget about "promotion" and think about the logic of "providing" short videos. The logic is not "I say, you listen", but "I provide, you obtain". What you need to provide is the "value" that users are willing to actively acquire in fragmented time - either the emotional value of a relaxed smile or the knowledge value that is immediately available.
　　真正厉害的运营，他知道产品的潜在用户是谁，然后制作出这些用户想看的内容并精准触达。就像我写的公众号内容，我知道哪些人会需要我的服务，我让他们看完我的内容就能咨询我，最终转化成为的我的客户。
　　A truly powerful operator knows who the potential users of the product are, and then creates the content that these users want to see and accurately reaches them. Like the official account I wrote, I know who will need my services. I let them consult me after reading my content, and eventually become my customers.
　　病因二
　　Cause 2
　　自嗨式表达，不讲“人话”
　　Expressing oneself in a self deprecating manner, without speaking in human language
　　这在技术驱动型企业中尤为普遍。
　　This is particularly common in technology driven enterprises.
　　他们满怀自豪地介绍自己的产品：“我们采用了XXX分布式架构，实现了YYY算法的底层优化，性能提升500%……”
　　They proudly introduced their product: "We have adopted the XXX distributed architecture, implemented the underlying optimization of the YYY algorithm, and improved performance by 500%
　　停！请问，你的客户听得懂吗？他们关心的是技术路径，还是技术带来的好处？
　　Stop! Excuse me, can your client understand? Are they concerned about the technological path or the benefits that technology brings?
　　解 药
　　Antidote
　　担任“技术翻译官”把你的专业术语，翻译成用户能感知的利益点。
　　Serve as a 'technical translator' to translate your professional terminology into perceived benefits for users.
　　不要说： “采用纳米级涂层。”
　　Don't say, "Using nanoscale coatings
　　要说： “汤洒了也不用怕，一擦就干净。”
　　You don't have to worry about soup spilling, it will be clean with just a wipe
　　不要说： “分布式架构保证系统稳定。”
　　Don't say, "Distributed architecture ensures system stability
　　要说： “双十一当天，绝对不会卡顿宕机。”
　　On Double Eleven, there will definitely be no lag or downtime
　　记住，用户是为他理解的好处买单，而不是为你的技术参数。
　　Remember, users are paying for the benefits they understand, not for your technical specifications.
　　病因三
　　Cause Three
　　战略懒惰，用战术勤奋掩盖
　　Strategic laziness, covered up with tactical diligence
　　这是最根源的问题。在拍第一条视频之前，许多企业根本没能回答以下几个核心问题：
　　This is the fundamental issue. Before filming the first video, many companies were unable to answer the following core questions:
　　1、产品最核心的差异化优势是什么？（你的“尖刀”是什么？）
　　1. What is the core differentiation advantage of the product? What is your 'sharp knife'
　　2、你的精准客户是谁？他们聚集在哪个平台？（对牛弹琴，还是对知音弹琴？）
　　2. Who are your precise customers? Which platform are they gathering on? (Playing the piano to a cow or to a kindred spirit?)
　　3、他们最大的痛点和渴望是什么？（你的内容如何切入他们的生活？）
　　3. What are their biggest pain points and desires? How does your content fit into their lives
　　4、你的短视频最终要引导用户去哪里？（是下单、咨询，还是留资？）
　　4. Where does your short video ultimately guide users? (Is it to place an order, inquire, or leave a deposit?)
　　没有想清楚这些，内容创作就会变成无头苍蝇，东一榔头西一棒槌，连营销的基本逻辑都理不清楚，搞什么短视频，洗洗睡吧！
　　If you don't think about these things clearly, content creation will become a headless fly, with one hammer in the east and one hammer in the west, and you can't even understand the basic logic of marketing. Why do you make short videos? Just wash up and sleep!
　　解 药
　　Antidote
　　先做“内容战略”，再做“内容本身”用一张纸，逼自己和团队先把以下问题写清楚：
　　First, develop a 'content strategy', then focus on the 'content itself'. Use a piece of paper to force yourself and your team to write down the following questions clearly:
　　定位： 我们是谁？为谁服务？能提供什么独特价值？
　　Positioning: Who are we? For whom? What unique value can it provide?
　　平台： 他们在哪里？我们主攻哪个阵地？
　　Platform: Where are they? Which position should we focus on?
　　内容支柱： 围绕我们的价值，可以延伸出哪3-5个持续输出的内容系列？
　　Content pillar: What 3-5 continuous output content series can be extended around our values?
　　转化路径： 视频如何引导用户一步步走向成交？
　　Conversion Path: How can videos guide users step by step towards closing deals?
　　除此之外，还有这些“并发症”：
　　In addition, there are these "complications":
　　1、让老板娘或女儿，在工厂拍擦边视频的，卧槽，真的很无语，把一众老色批看的哈喇子直流，流完再流下一个。既然都如此放的开了，直接当擦边博主不比在工厂拍更赚嘛！连自己和家人都不尊重的人，我不觉得你的产品和服务会是专业靠谱的。
　　1. Having the boss's wife or daughter shoot edge cleaning videos in the factory is really frustrating. It's like watching a bunch of clich é s and then streaming down another one. Since everyone is so relaxed, wouldn't it be more profitable to be a borderline blogger than to take photos in a factory! I don't think your products and services will be professional and reliable if you don't respect yourself and your family.
　　2、“偶像包袱”过重： 追求每一帧都完美无瑕，导致更新频率极低，被算法遗忘。
　　2. The burden of idols is too heavy: the pursuit of perfection in every frame leads to extremely low update frequency and being forgotten by algorithms.
　　3、没有“数据复盘”意识： 发了视频就完事，从不研究数据为何起伏，无法迭代优化。
　　3. Without the awareness of "data review": just post a video and it's done, without studying why the data fluctuates, unable to iterate and optimize.
　　4、把短视频当成“孤岛”： 视频内容与官网、门店、销售话术完全割裂，无法形成品牌合力。
　　4. Treating short videos as "islands": Video content is completely disconnected from official websites, stores, and sales tactics, making it impossible to form a brand synergy.
　　结语
　　Conclusion
　　破局的关键，在于思维的转变
　　The key to breaking the deadlock lies in a shift in thinking
　　企业短视频，是一个系统工程。它考验的不仅是拍摄剪辑技术，更是深度理解用户、精准传递价值、并将流量高效转化的综合能力。
　　Enterprise short video is a systematic project. It tests not only shooting and editing techniques, but also the comprehensive ability to deeply understand users, accurately convey value, and efficiently convert traffic.
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