引流短视频是指用户通过短视频的页面进入直播间，或是通过诱人的画面或价格优惠吸引点击进入直播间，后通过直播内容下单。转化一般是由主播来引导用户完成短直共振来提高直播间的转化效率。

Diversion short videos refer to users entering the live broadcast room through the short video page, or attracting clicks to enter the live broadcast room through attractive visuals or price discounts, and then placing orders through live content. Conversion is generally guided by the host to improve the conversion efficiency of the live broadcast room by completing short direct resonance.

短视频为直播间导入精准流量，同时在开播时直播也会为短视频带来反复的播放量，通过短视频让人群先种草，再通过直播间高效承接。转化引流短视频导入了一些用户，我们可以通过互动数据或者转化数据去反哺自然流量。

Short videos import precise traffic into the live broadcast room, and at the same time, live streaming will also bring repeated playback volume to short videos. Through short videos, the audience can plant grass first, and then efficiently receive it through the live broadcast room. The conversion and traffic of short videos have attracted some users, and we can feed back natural traffic through interactive data or conversion data.

一、引流短视频的重要性

1、 The importance of attracting short videos

我们都知道抖音本质是一个内容平台，好的内容才会有更好的流量。我们需要从内容的宽度、深度发力。通过内容的精准导流，促进转化效果。

We all know that Tiktok is essentially a content platform, and good content will have better traffic. We need to focus on the width and depth of the content. Promote conversion effects through precise content flow.

引流视频为直播间导入优质的免费流量。而直播间的自然流量主要来源于推荐、关注还有短视频引流。短视频渠道的流量是不可或缺的。因为直播是实时的，而短视频去沉淀内容资产，具备长效性，特别是爆款还可以有长周期的可持续引流。

Streaming videos to import high-quality free traffic into the live broadcast room. The natural traffic in live streaming rooms mainly comes from recommendations, followers, and short video traffic. The traffic of short video channels is indispensable. Because live streaming is real-time, short videos can accumulate content assets and have long-term effectiveness, especially popular products that can have long-term sustainable traffic.

二、短视频题材的核心分类

2、 The core classification of short video themes

★所有视频能否获得流量核心是短视频的完播率(3S完播率+用户停留时长)。

The core of whether all videos can obtain traffic is the completion rate of short videos (3S completion rate+user stay time).

在视频类别中，可以将视频分为这以下三种。

In video categories, videos can be divided into the following three categories.

标签视频为账号添加标签，给到账号涨粉的目的。所以在账号的视频中重点维度是要引导用户关注，或是点赞、评论、分享的动作。

Tagged videos add tags to accounts, with the aim of increasing their followers. So in the video of the account, the key dimension is to guide users to follow, like, comment, and share actions.

挂车视频是通过短视频挂小黄车。通过短视频带货，视频中体现更多的是商品价值，引导用户通过观赏完短视频去点击购买。

The trailer video is about hanging a yellow car through a short video. By using short videos to promote sales, the videos showcase more of the product's value, guiding users to click and purchase after watching the short videos.

引流视频是交易中的流量，重点价值在于直播间。通过短视频进入直播间这是引流视频的目标。通过引流视频不断地种草，去增加扩大直播间的流量。这里考量维度更多是通过直播间的进入人数以及直播间停留和互动。

Streaming videos is the traffic generated in transactions, with a focus on the value of live streaming rooms. Entering the live broadcast room through short videos is the goal of attracting videos. By continuously seeding through streaming videos, we aim to increase and expand the traffic in the live broadcast room. The dimensions considered here are mainly based on the number of people entering the live broadcast room, as well as the stay and interaction in the live broadcast room.

三、短视频选题的方向

3、 The direction of short video topic selection

在制作短视频前，我们必须要有选题以及视频主题。选题一般围绕着产品出发同时也是短视频创作的开端。

Before making a short video, we must have a topic and video theme. The topic selection generally revolves around the product and is also the beginning of short video creation.

我们可以借鉴一些主题，比如找到对标账号，进行自我原创后，不断地去沉淀粉丝目标人群号。或是通过短视频的内容沉淀，分析用户喜好后独立创新一些新的内容，不断地超越，让账号或者内容可持续地发展。但是选题一定是要满足以下 4 个维度。

We can draw inspiration from some themes, such as finding benchmark accounts, creating self original content, and continuously cultivating fan target audience accounts. Or it can be achieved through the accumulation of short video content, analyzing user preferences, and independently innovating new content, constantly surpassing and allowing the account or content to sustainably develop. But the topic selection must meet the following four dimensions.

#为什么要做短视频选题？

#Why choose a short video topic?

70% 选题， 30% 文案，只有在选题上先做好方向后再去做文案包装的整体内容。

70% of the topics are chosen, 30% are copywriting, and only by focusing on the direction of the topic can we proceed with the overall content of the copywriting packaging.

选题上需要符合抖音规范；其次是主题是否符合近期的一些热门话题，这样可以让视频更好的获取曝光量；最后，优秀的选题能为我们提供：价值传递、强化人设、用户粘性。

The topic selection should conform to the Tiktok specification; The second issue is whether the theme aligns with some recent hot topics, which can help the video gain better exposure; Finally, excellent topic selection can provide us with: value transmission, strengthened persona, and user stickiness.