在移动互联网渗透率超95%的今天，用户注意力正以的速度向短视频平台迁移。企业纷纷入局短视频赛道，本质是顺应消费行为变迁与媒介环境迭代的必然选择。这一趋势背后，蕴含着四大核心驱动因素。

　　Today, with the penetration rate of mobile Internet exceeding 95%, user attention is migrating to the short video platform at an unprecedented speed. Enterprises are entering the short video market one after another, which is essentially an inevitable choice to adapt to the changes in consumer behavior and the iteration of the media environment. Behind this trend, there are four core driving factors.

　　一、用户注意力重构：短视频成为信息入口

　　1、 User Attention Refactoring: Short Videos Become Information Entrances

　　当前，网民日均使用短视频时长已达110分钟，超过即时通讯成为“杀时间利器”。用户获取信息的习惯从“主动搜索”转向“被动”，企业若缺席短视频阵地，相当于主动放弃与潜在客户的“触点”。某调研机构数据显示，济南消费者在购买本地服务前，超70%会先通过短视频了解商家口碑与产品细节，这一比例在年轻群体中更高达85%。

　　Currently, Chinese netizens use short videos for an average of 110 minutes per day, surpassing instant messaging to become the "number one tool for killing time". The habit of users obtaining information has shifted from "active search" to "passive recommendation". If a company is absent from the short video battlefield, it is equivalent to actively giving up the "first touch point" with potential customers. According to data from a research institution, over 70% of consumers in Jinan will first learn about the reputation and product details of merchants through short videos before purchasing local services, and this proportion is as high as 85% among young people.

　　二、营销效率革命：低成本撬动高转化

　　2、 Marketing Efficiency Revolution: Low cost Leveraging High Conversion

　　短视频推广实现“品效合一”的边际成本远低于传统渠道。一条制作精良的短视频，可通过DOU+投放精准触达济南同城用户，单次曝光成本可控制在0.1元以下。某本地餐饮品牌通过“短视频+POI定位”组合，将新品推广预算的60%投向短视频平台，结果到店核销率达35%，是传统团购模式的3倍。更关键的是，短视频内容具备“长尾效应”，内容可持续引流数月甚数年，形成“一次投入，长期收益”的复利模型。

　　The marginal cost of achieving the integration of product and effect in short video promotion is much lower than that of traditional channels. A well crafted short video that can accurately reach local users in Jinan through DOU+advertising, with a single exposure cost controlled below 0.1 yuan. A local catering brand invested 60% of its new product promotion budget in short video platforms through a combination of "short video+POI positioning". As a result, the in store verification rate reached 35%, which is three times higher than the traditional group buying model. More importantly, short video content has a "long tail effect", and high-quality content can sustainably attract traffic for months or even years, forming a compound interest model of "one-time investment, long-term returns".

　　三、品牌人格化重塑：从说教到共情

　　3、 Brand Personality Reshaping: From Preaching to Empathy

　　在信息爆炸时代，企业官网与宣传册的“自说自话”已难以打动用户，而短视频能通过“场景化+人格化”表达构建品牌亲和力。某济南通过拍摄“非遗技艺传承人日常”系列，让年轻用户感知到品牌温度，粉丝中18-35岁群体占比从5%提升40%。直播功能更让企业主与消费者实时互动，某家居品牌在直播中解答用户关于“甲醛释放量”的疑虑，单场订单转化率提升2.8倍。

　　In the era of information explosion, the "self talk" of corporate websites and brochures has become difficult to impress users, while short videos can build brand affinity through "scene based+personalized" expression. A time-honored brand in Jinan has made young users feel the warmth of the brand by shooting the "Daily Life of Intangible Cultural Heritage Practitioners" series, and the proportion of fans aged 18-35 has increased from 5% to 40%. The live streaming function allows business owners to interact with consumers in real time. A certain home furnishing brand answered users' doubts about "formaldehyde emissions" during the live broadcast, and the conversion rate of a single order increased by 2.8 times.

　　四、竞争壁垒构建：不做短视频就失去入场券

　　4、 Building competitive barriers: Without making short videos, you lose your ticket to the market

　　当同行业80%的企业已建立短视频矩阵，缺席者将面临“搜索无曝光、活动无参与、口碑无声量”的三重困境。某教育机构因未布局短视频，在招生旺季时自然流量仅为竞品的1/3，被迫以3倍购买关键词广告。更严峻的是，算法机制会优先展示活跃账号，企业若长期缺席，其账号可能被系统判定为“低质量内容源”，后续运营成本将指数级上升。

　　When 80% of companies in the same industry have established a short video matrix, absentees will face the triple dilemma of "no exposure in search, no participation in activities, and silent word-of-mouth". A certain educational institution was forced to purchase keyword advertisements at three times the price during the peak enrollment season, as the natural traffic was only one-third of its competitors due to the lack of short video layout. More seriously, the algorithm recommendation mechanism will prioritize displaying active accounts. If a company is absent for a long time, its official account may be judged as a "low-quality content source" by the system, and the subsequent operating costs will increase exponentially.

　　五、技术红利加持：精准触达与数据反哺

　　5、 Supported by technological dividends: precise outreach and data feedback

　　短视频平台提供的“莱卡定向”（行为兴趣定向）、“系统”等功能，让企业能以“济南+行业词+用户行为”的交叉标签精准获客。某汽车4S店通过定向推送“济南换车政策”视频给3年内购车的车主，线索有效率达12%，远超行业均值。同时，视频完播率、互动率等数据能实时反哺内容优化，形成“投放-反馈-迭代”的飞轮效应。

　　The short video platform provides features such as "Laika targeting" (behavior interest targeting) and "system recommendation", allowing enterprises to accurately attract customers with the cross label of "Jinan+industry keywords+user behavior". A certain car 4S store targeted the "Jinan car replacement policy" video to car owners who have purchased cars within 3 years, with a lead validity rate of 12%, far exceeding the industry average. At the same time, data such as video completion rate and interaction rate can provide real-time feedback for content optimization, forming a flywheel effect of "placement feedback iteration".

　　企业布局短视频推广，已非可选项而是必答题。这既是应对用户注意力碎片化的生存策略，更是构建数字化时代品牌竞争力的基础设施。随着AIGC技术降低内容生产门槛，短视频营销将从“玩家游戏”演变为“全民参与生态”，企业唯有早入局、深运营，方能在流量争夺战中占据先机。

　　Enterprise layout short video promotion is no longer optional but a mandatory question. This is not only a survival strategy to deal with fragmented user attention, but also an infrastructure for building brand competitiveness in the digital age. With AIGC technology lowering the threshold for content production, short video marketing will evolve from a "professional player game" to a "public participation ecosystem". Only by entering the game early and operating deeply can enterprises gain an advantage in the battle for traffic.

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