1：硬广投放

1: Hard advertising placement

硬广投放是目前短视频平台中简单直接的投放方式，指的是通过付费的形式来曝光产品，也是优化师口中的“买流量”，是直营电商常用的营销手段。

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：内容植入

2: Content implantation

商业广告有软硬广之分，内容植入即是短视频广告中“软文”，包括在短视频内容中加入广告，节目冠名、口播植入、产品露出等。举个例子，荣耀手机发布时，曾联合网红办公室小野进行内容植入，分别从防水性能、防撞防摔、拍照算法等角度阐述了产品优势，大化地实现了品牌曝光。

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：内容定制

3: Content customization

从内容层面出发，内容定制的逻辑则与传统广告片的思路类似，只是不同于时长较长、传播途径单一的传统广告，内容定制的视频广告内容更加短小精悍，爆点密集，比起品牌信息的传达更希望自己的视频内容成为一则有趣的故事，从单一的短视频平台走出来，达成二次、多次传播的效果。

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：网红活动

4: Internet celebrity activities

网红活动指的是通过网红效应带动品牌营销，正如传统广告商会签约明星歌手作为代言人，在短视频的营销中，网红/KOL的影响力能够为品牌带来更多爆光。其主要营销难点在于需要根据营销目标制定合适的宣传计划，从选择合作网红到策划活动方案都需要投入较长的时间成本和较多的资金，对平台也有一定要求。

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：帐号运营

5: Account operation

从2018年开始，有许多品牌主都入驻了短视频平台，并开设了自己的官方帐号。食品方面有旺仔，数码产品则有小米等，都取得了不错的宣传效果。抖音以及快手也成为了继微博、微信公众号之外广告主全新的产品宣发阵地。

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：整合营销

Step 6: Integrated Marketing

所谓整合营销，就是围绕一件产品，将多个媒体和营销形式叠加起来，达成一个核心营销目标。整合营销并不是简单地将各种营销模式综合，而是要构建营销矩阵，强调每个营销的联动性，触及关注、兴趣、搜索、购买和分享各个环节。

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.