企業(yè)宣傳片傳播策略：讓你的片子像「網(wǎng)紅爆款」一樣瘋傳的 4 個(gè)秘訣！

　　一、宣傳片 = 企業(yè)「電子名片」：發(fā)對(duì)人才能打出去

　　1、 Promotional video=Enterprise "Electronic Business Card": Only by sending it to the right person can it be printed out

　　想象企業(yè)宣傳片是你口袋里的名片 —— 設(shè)計(jì)再精美，遞給不相關(guān)的人就是廢紙。某餐飲企業(yè)花大價(jià)錢拍了宣傳片，卻在科技論壇播放，觀看量比員工自拍照還低！傳播策略就像「名片遞送技巧」，這 4 個(gè)秘訣讓你的片子從「壓箱底」變「人人轉(zhuǎn)」。

　　Imagine a corporate promotional video as a business card in your pocket - no matter how beautifully designed, handing it to unrelated people would be worthless. A certain catering enterprise spent a lot of money to shoot a promotional video, but it was played on a technology forum with lower views than employee selfies! Communication strategy is like the "business card delivery technique", these 4 secrets can make your film go from being "under the box" to "everyone turning".

　　二、秘訣一：精準(zhǔn)定位「找對(duì)收名片的人」

　　2、 Tip 1: Accurately locate the 'right person to receive business cards'

　　1. 受眾畫(huà)像「畫(huà)靶心」

　　1. Audience portrait "painting the bullseye"

　　給受眾貼標(biāo)簽：比如母嬰產(chǎn)品宣傳片，目標(biāo)人群是「25-35 歲寶媽，關(guān)注成分安全」，某童裝品牌按此定位，片子在寶媽社群轉(zhuǎn)發(fā)超 10 萬(wàn)次；

　　Labeling the audience: for example, a promotional video for mother and baby products, targeting "mothers aged 25-35, concerned about ingredient safety". A certain children's clothing brand positioned itself according to this, and the video has been shared over 100000 times on the mothers' community;

　　類比：像射箭要對(duì)準(zhǔn)靶心，打給廣場(chǎng)舞大媽的母嬰片，不如直接發(fā)給育兒博主。

　　Analogy: For example, when shooting an arrow, aim at the bullseye and give it to the square dancing auntie's mother and baby video. It's better to directly send it to parenting bloggers.

　　2. 場(chǎng)景匹配「看場(chǎng)合遞名片」

　　2. Scene matching: "Watching and handing over business cards together"

　　工業(yè)設(shè)備宣傳片別發(fā)朋友圈：某機(jī)床廠把片子投到抖音，評(píng)論區(qū)全是「這鐵疙瘩多少錢」，換專業(yè)工控論壇后，咨詢量漲 8 倍；

　　Don't send the propaganda film of industrial equipment to friends: a machine tool factory threw the film to Tiktok, and the comment area was full of "How much is this iron knot?" After changing the professional industrial control forum, the amount of consultation increased 8 times;

　　案例：某美妝品牌把宣傳片剪成「化妝教程」發(fā) B 站，播放量比硬廣高 50%，因?yàn)槟贻p人愛(ài)看「實(shí)用干貨」。

　　Case: A certain beauty brand cut its promotional video into a "makeup tutorial" and posted it on Bilibili, which had 50% higher views than hard advertising because young people love to watch "practical knowledge".

　　三、秘訣二：渠道組合「建快遞驛站網(wǎng)絡(luò)」

　　3、 Secret 2: Channel combination "building a network of express delivery stations"

　　1. 自有渠道「自家快遞柜」

　　1. Self owned channel "self delivery cabinet"

　　官網(wǎng)首頁(yè)輪播 + 公眾號(hào)菜單：某科技公司把宣傳片設(shè)為官網(wǎng)背景音樂(lè)視頻，訪客停留時(shí)間從 1 分鐘延長(zhǎng)到 3 分鐘；

　　Home page carousel+official account menu: a technology company set the promotional film as the background music video on the official website, and the stay time of visitors was extended from 1 minute to 3 minutes;

　　員工朋友圈「全家總動(dòng)員」：要求員工轉(zhuǎn)發(fā)時(shí)配文案「在這家公司上班第 3 年，這是我們的故事」，某教育機(jī)構(gòu)靠此招，片子 2 天破萬(wàn)轉(zhuǎn)發(fā)。

　　Employee friend circle "Family Mobilization": requires employees to repost with the caption "Working in this company for 3 years, this is our story". A certain educational institution relied on this trick and the film broke 10000 reposts in 2 days.

　　2. 付費(fèi)渠道「順豐加急件」

　　2. Payment channel "SF Express Express"

　　抖音「DOU+」投相似賬號(hào)粉絲：某奶茶店投「蜜雪冰城」粉絲，1000 元換來(lái) 500 + 到店顧客；

　　Tiktok "DOU+" cast fans with similar accounts: a milk tea shop cast fans of "Snow City", 1000 yuan for 500+customers;

　　行業(yè)網(wǎng)站 banner 位「專業(yè)快遞」：某汽配廠在「汽車零部件網(wǎng)」放宣傳片，來(lái)的全是精準(zhǔn)采購(gòu)商，比百度推廣轉(zhuǎn)化率高 3 倍。

　　Industry website banner "Professional Express": A certain auto parts factory posted a promotional video on the "Auto Parts Network", which was made up entirely of precision buyers, with a conversion rate three times higher than Baidu's promotion.




　　3. 免費(fèi)渠道「社區(qū)快遞點(diǎn)」

　　3. Free channel "Community Express Point"

　　小紅書(shū)發(fā)「幕后花絮」：某服裝廠把宣傳片拍攝花絮剪成 vlog，點(diǎn)贊量比正片高 2 倍，評(píng)論區(qū)全是「想看完整版」；

　　Xiaohongshu posts' behind the scenes footage ': a clothing factory cut promotional footage into vlogs, which received twice as many likes as the main film. The comment section is filled with' I want to see the full version ';

　　知乎回答帶鏈接：某軟件公司在「如何選辦公軟件」下答文，插入宣傳片鏈接，周流量破 10 萬(wàn)。

　　Zhihu Answer with Link: A software company's response under "How to Choose Office Software" inserted a promotional video link, and the weekly traffic exceeded 100000.

　　四、秘訣三：內(nèi)容包裝「給名片加香氛」

　　4、 Tip 3: Content Packaging: Add Fragrance to Business Cards

　　1. 時(shí)長(zhǎng)控制「名片大小合適」

　　1. Duration control: "Business card size is appropriate"

　　朋友圈發(fā) 15 秒「預(yù)告片」：某火鍋店把 3 分鐘宣傳片剪成「15 秒爆辣鍋底制作」，配文案「看完敢來(lái)挑戰(zhàn)嗎」，到店打卡率漲 40%；

　　A 15 second "trailer" was posted on social media: a hot pot restaurant cut a 3-minute promotional video into "15 second spicy pot base production", accompanied by the caption "Dare to challenge after watching", resulting in a 40% increase in check-in rate at the restaurant;

　　展會(huì)放 1 分鐘「精華版」：某機(jī)械展上，30 秒的設(shè)備工作視頻比 5 分鐘解說(shuō)片吸引更多人駐足。

　　One minute "essence version" of the exhibition: at a machinery exhibition, a 30 second video of equipment work attracted more people than a 5 minute commentary.

　　2. 標(biāo)題黨「名片寫(xiě)醒目標(biāo)語(yǔ)」

　　2. Title Party: "Writing Prominent Slogans on Business Cards"

　　改成痛點(diǎn)型標(biāo)題：把「XX 公司宣傳片」改成「餐飲老板必看：3 招降低食材損耗」，某食材供應(yīng)商改標(biāo)題后，打開(kāi)率從 5% 升到 30%；

　　Change the title to a pain point type: Change the "XX Company Promotion Video" to "Must See for Catering Bosses: 3 Tips to Reduce Food Loss". After a certain food supplier changed the title, the opening rate increased from 5% to 30%;

　　用懸念式開(kāi)頭：某裝修公司片子開(kāi)頭「這家公司裝修完，業(yè)主把設(shè)計(jì)師拉黑了」，播放完成率比普通開(kāi)頭高 60%。

　　Starting with a suspenseful tone: The opening of a movie by a certain decoration company, "This company has finished decoration, and the owner has blacklisted the designer," has a 60% higher completion rate than a regular opening.

　　3. 互動(dòng)設(shè)計(jì)「名片帶小禮物」

　　3. Interactive design "business card with small gift"

　　片子結(jié)尾留問(wèn)題：「你覺(jué)得這家公司能排行業(yè)第幾？」某律所片子這樣做，評(píng)論區(qū)蓋樓 500+，還引來(lái)媒體報(bào)道；

　　At the end of the film, leave a question: "What do you think this company can rank in the industry?" A certain law firm's film did this, and the comment section was built over 500 times, which also attracted media coverage;

　　埋彩蛋「找亮點(diǎn)」：某游戲公司宣傳片藏了 3 個(gè)角色彩蛋，網(wǎng)友發(fā)「尋寶攻略」，帶動(dòng)片子二次傳播。

　　Burying Easter eggs "finding highlights": A game company's promotional video hid three character Easter eggs, and netizens posted a "treasure hunt guide", which led to the secondary dissemination of the film.

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