项目2 分析用户行为与洞察市场 ·········································27

项目3 策划创意短视频内容 ·················································45

3.1.2 短视频用户定位方法 ···········································································52

任务3.2 高质量内容策划 ································································56
3.2.1 优质内容与垂直内容差异化 ·······························································56
3.2.2 优质内容的优势 ···················································································57
3.2.3 规划短视频优质内容 ···········································································58
任务3.3 构建热门话题库 ································································61
3.3.1 建立爆款选题的方法 ···········································································61
3.3.2 建立网感 ·······························································································62
3.3.3 建立爆款选题的技巧 ···········································································62
任务3.4 创新选题策划 ····································································65

项目4 打造短视频文案 ·························································69
任务4.1 吸引眼球的标题创作技巧 ················································71
4.1.1 标题创作技巧 ·······················································································72
4.1.2 短视频标题案例解析 ···········································································74
任务4.2 文案撰写基础与方法 ························································77
4.2.1 撰写基础 ·······························································································78
4.2.2 文案创作技巧 ·······················································································78
4.2.3 短视频文案常见禁区 ···········································································79

项目5 了解短视频拍摄技巧 ·················································83
任务5.1 拍摄前筹备要点 ································································86
5.1.1 组建拍摄团队 ·······················································································86
5.1.2 选择拍摄工具 ·······················································································89
5.1.3 选择拍摄场地 ·······················································································90
任务5.2 构图原理与实践 ································································93
5.2.1 构图的基本概念 ···················································································93
5.2.2 构图的方法 ···························································································94
任务5.3 了解运镜技巧精讲 ··························································101
5.3.1 运镜技巧——景别 ·············································································102
5.3.2 运镜技巧——运镜 ·············································································105
5.3.3 运镜技巧——角度 ·············································································106
任务5.4 布光艺术与实操 ······························································109
5.4.1 灯光调节与色彩调节 ·········································································109
5.4.2 常用的拍摄布光灯具 ·········································································111
5.4.3 布光的基本操作 ·················································································112
5.4.4 布光小技巧 ·························································································113

项目6 了解短视频剪辑与制作 ···········································117
任务6.1 了解常见的剪辑视频软件 ··············································119
6.1.1 常见PC端视频剪辑软件 ··································································120
6.1.2 常见手机端视频剪辑软件 ·································································121
任务6.2 后期制作基础流程 ··························································124
6.2.1 剪映基础操作 ·····················································································124
6.2.2 剪映——实例 ·····················································································125
6.2.3 Adobe Premiere Pro 基础操作 ····················································128
任务6.3 搜集素材与音乐的技巧 ··················································136
6.3.1 视频搜集技巧 ·····················································································136
6.3.2 音乐搜集技巧 ·····················································································137

项目7 设置和管理短视频账号 ···········································141
任务7.1 抖音账号管理与个性化设置 ··········································143
7.1.1 账号登录指南 ·····················································································144
7.1.2 账号名称设置 ·····················································································145
7.1.3 账号头像设置 ·····················································································146
7.1.4 账号简介 ·····························································································148
7.1.5 账号头图 ·····························································································149
7.1.6 账号信息 ·····························································································151
任务7.2 快手账号管理与个性化设置 ··········································154
7.2.1 登录快手账号 ·····················································································155
7.2.2 快手头像设置 ·····················································································157
7.2.3 快手昵称设置 ·····················································································158
7.2.4 快手号的设置 ·····················································································159
7.2.5 快手个人资料编辑 ·············································································160
7.2.6 账号背景图片的设置 ·········································································160

项目8 揭秘短视频内容发布流程及注意事项 ···················165
任务8.1 抖音视频发布全流程 ······················································167
任务8.2 快手视频发布全流程 ······················································172
任务8.3 发布视频时的注意事项 ··················································178
8.3.1 遵守平台规则 ·····················································································179
8.3.2 聚焦本地化内容 ·················································································179
8.3.3 选择适合发布的时间 ·········································································180
8.3.4 谨慎删除已发布的视频 ·····································································181

项目9 评估与分析短视频运营效果 ···································185
任务9.1 短视频运营指标 ······························································188
9.1.1 常用数据指标 ·····················································································188
9.1.2 比率指标 ·····························································································189
9.1.3 不同平台的数据指标侧重点 ·····························································191
任务9.2 抖音平台内容推荐机制解析 ··········································193
9.2.1 抖音流量池 ·························································································194
9.2.2 推荐机制 ·····························································································196
9.2.3 注意事项 ·····························································································197
任务9.3 常用数据分析工具 ··························································199
9.3.1 飞瓜数据 ·····························································································200
9.3.2 卡思数据 ·····························································································201
9.3.3 TooBigData ·······················································································201
9.3.4 灰豚数据 ·····························································································202
任务9.4 短视频账号数据分析 ······················································204
9.4.1 对标账号数据 ·····················································································204
9.4.2 分析飞瓜数据 ·····················································································205
9.4.3 分析“Dou+”数据 ·············································································207

项目10 提升短视频流量及实现商业变现 ·························211
任务10.1 短视频运营指标内容驱动的流量增长策略 ···············213
10.1.1 内容创意策略 ····················································································214
10.1.2 内容引流策略 ····················································································215
任务10.2 平台引流渠道与方法 ···················································219
10.2.1 站内引流渠道 ····················································································219
10.2.2 站外引流渠道 ····················································································222
任务10.3 流量转化为收益的模式 ···············································225
10.3.1 站内变现模式 ··················································································226
10.3.2 站外变现模式 ··················································································226

项目11 打造短视频IP ························································231
任务11.1 短视频品牌IP 打造 ·····················································233
11.1.1 打造品牌IP 的原则 ··········································································234
11.1.2 IP 塑造的具体方法 ··········································································235
任务11.2 短视频内容矩阵布局 ···················································240
11.2.1 打造多账号矩阵 ···············································································240
11.2.2 打造多平台矩阵 ···············································································242

参考文献 ··················································································245