《短视频运营实务》包含 7 个项目,每个项目包含 2 ~ 3 个任务,涵盖了短视频运营的方方面面。前 4 个项目是“短视频平台认识与选择”“短视频用户洞察”“短视频内容规划”和“短视频制作”,主要介绍了短视频创作方面的知识;后 3 个项目是“短视频运营数据分析”“短视频引流与变现”和“短视频账号培育实践”,主要介绍了运营的策略和方法。 为便于教学,每个任务均配有思维导图、情景案例、操作步骤、相关知识、经验总结以及配套练习,帮助学习者更加快速、有效地进行技能训练,增加实战经验,从而提升短视频创作及运营的能力。

项目1 短视频平台认识与选择 ·······································································1 任务1-1 认识主流短视频平台 ··················································································3 任务1-2 选择并部署短视频平台 ············································································12 项目2 短视频用户洞察 ················································································25 任务2-1 洞察主流短视频平台用户 ········································································27 任务2-2 洞察行业垂直用户 ····················································································45 项目3 短视频内容规划 ················································································55 任务3-1 定位精准人群 ····························································································57 任务3-2 规划优质内容 ····························································································66 任务3-3 建设**选题库 ························································································76 任务3-4 策划创意选题 ····························································································83 项目4 短视频制作 ·······················································································91 任务4-1 编制短视频脚本 ························································································93 任务4-2 拍摄短视频素材 ······················································································102 任务4-3 剪辑与后期制作 ······················································································109 项目5 短视频运营数据分析 ······································································129 任务5-1 解读短视频运营指标体系 ······································································131 IV 任务5-2 探析抖音平台**机制 ··········································································140 任务5-3 熟悉基本的数据分析工具 ······································································147 任务5-4 分析短视频账号数据 ··············································································153 项目6 短视频引流与变现 ··········································································165 任务6-1 剖析内容引流策略 ··················································································167 任务6-2 认识平台引流渠道 ··················································································175 任务6-3 解析流量变现模式 ··················································································186 项目7 短视频账号培育实践 ······································································195 任务7-1 组建短视频团队 ······················································································197 任务7-2 打造短视频IP ·························································································207 任务7-3 布局短视频矩阵 ······················································································219 参考文献 ······································································································225