1：硬廣投放

1: Hard advertising placement

硬廣投放是目前短視頻平臺中簡單直接的投放方式，指的是通過付費的形式來曝光產品，也是優化師口中的“買流量”，是直營電商常用的營銷手段。

Hard advertising is currently a simple and direct advertising method on short video platforms, which refers to exposing products through paid channels. It is also known as "buying traffic" and is a commonly used marketing method in direct e-commerce.

2：內容植入

2: Content implantation

商業廣告有軟硬廣之分，內容植入即是短視頻廣告中“軟文”，包括在短視頻內容中加入廣告，節目冠名、口播植入、產品露出等。舉個例子，榮耀手機發布時，曾聯合網紅辦公室小野進行內容植入，分別從防水性能、防撞防摔、拍照算法等角度闡述了產品優勢，大化地實現了品牌曝光。

Commercial advertising can be divided into soft, hard, and broad content. Content implantation refers to the "soft text" in short video advertising, including adding advertisements to short video content, program naming, oral broadcasting implantation, product exposure, etc. For example, when the Honor mobile phone was released, it collaborated with the internet celebrity office Ono to carry out content implantation, elaborating on product advantages from the perspectives of waterproof performance, collision and fall prevention, and photography algorithms, and maximizing brand exposure.

3：內容定制

3: Content customization

從內容層面出發，內容定制的邏輯則與傳統廣告片的思路類似，只是不同于時長較長、傳播途徑單一的傳統廣告，內容定制的視頻廣告內容更加短小精悍，爆點密集，比起品牌信息的傳達更希望自己的視頻內容成為一則有趣的故事，從單一的短視頻平臺走出來，達成二次、多次傳播的效果。

From the perspective of content, the logic of content customization is similar to that of traditional advertising films, except that it is different from traditional advertisements with longer duration and single dissemination channels. Video advertisements with content customization are more concise, with dense explosive points. Rather than conveying brand information, they hope that their video content can become an interesting story, step out of a single short video platform, and achieve the effect of secondary and multiple dissemination.

4：網紅活動

4: Internet celebrity activities

網紅活動指的是通過網紅效應帶動品牌營銷，正如傳統廣告商會簽約明星歌手作為代言人，在短視頻的營銷中，網紅/KOL的影響力能夠為品牌帶來更多爆光。其主要營銷難點在于需要根據營銷目標制定合適的宣傳計劃，從選擇合作網紅到策劃活動方案都需要投入較長的時間成本和較多的資金，對平臺也有一定要求。

Internet celebrity activities refer to the use of internet celebrity effects to drive brand marketing, just like traditional advertisers who sign celebrity singers as spokespersons. In short video marketing, the influence of internet celebrities/KOLs can bring more exposure to the brand. The main marketing difficulty lies in the need to develop appropriate promotional plans based on marketing objectives. From selecting cooperative internet celebrities to planning activity plans, it requires a longer time cost and more funds, and also has certain requirements for the platform.

5：帳號運營

5: Account operation

從2018年開始，有許多品牌主都入駐了短視頻平臺，并開設了自己的官方帳號。食品方面有旺仔，數碼產品則有小米等，都取得了不錯的宣傳效果。抖音以及快手也成為了繼微博、微信公眾號之外廣告主全新的產品宣發陣地。

Since 2018, many brand owners have joined short video platforms and opened their own official accounts. In terms of food, there are Wangzai, while digital products such as Xiaomi have achieved good promotional effects. Tiktok and Kwai have also become new product promotion positions for advertisers following Weibo and WeChat official account.

第6：整合營銷

Step 6: Integrated Marketing

所謂整合營銷，就是圍繞一件產品，將多個媒體和營銷形式疊加起來，達成一個核心營銷目標。整合營銷并不是簡單地將各種營銷模式綜合，而是要構建營銷矩陣，強調每個營銷的聯動性，觸及關注、興趣、搜索、購買和分享各個環節。

The so-called integrated marketing refers to overlaying multiple media and marketing forms around a product to achieve a core marketing goal. Integrated marketing is not simply about integrating various marketing models, but about building a marketing matrix that emphasizes the linkage of each marketing, touching on various links such as attention, interest, search, purchase, and sharing.