wen | fdlshushizhuzhang jiemozhifu littlezhong

jiezoukuai，shuangganqiang，shiduanjuxiyinguanzhongdedian，duanjuyeyincichengweipinpaiyingxiaodeliuliangxinmima。aimeizixunshujuxianshi，2023nianzhongguoweiduanjushichangguimoda373.9yiyuan，tongbizengzhang267.65%。zuoweiduibi，2023nianzhongguodianyingzongpiaofangwei549.15yiyuan，duanjushichangguimoyidadianyingdejin70%。

suizheduanjushichangdexunmengzengzhang，yitiaochengshudeshangyehuadaoluzhujianchengxing，rujinduanjucongzuikaishideyulexiaoqianzhubuzhuanhuaweishangyeyingyong，xingchengyonghufufeiheguanggaojiesuomianfeiguankanbingcundebianxiangeju，gedapingtaihepinpaifenfenjijiruju。

conggepingtailaikan，qizhongmeizhuanghufulei、shipinyinliaolei、canyinpinpai，gengshichengweiduanjuyingxiaode“changke”。zaizheidangzhong，pinpaifangyikaopinpaizhiru、dingzhi、hezuofanwai、zanzhu、guashangpinlianjiedengxingshichuandapinpaixinxi，zengjiayonghudecanyuduhepinpaidepuguanglv，cushiliuliangdaidongxiaoliangdetongshizengqiangxiaofeizheduipinpaiderenzhiduhehaogandu。

danmianduishichangjingzhengderiyijiliehetongzhihuaqushijiaju，pinpairuhezhongxindingweibinghuifuqidutedejiezougan，yichengweijidaijiejuedewenti，erjinqimouxiepinpaiduanjuyingxiaosuozhanxiandelingrenjingxikaiju，huoxuweizheiyitiaozhantigonglexindesiluyuqishi。benwen，fdlshushizhuzhangjiangjieheshipinyinliaoxingyeyouzhideduanjuyingxiaoanlizuoshenrudepouxi。

01 爽感让人上头，拿捏情绪赢得受众

zaitantaoruheyouxiaokaizhanduanjuyingxiaoshi，shouxianyaolejieqitedian。

duanjuqiyuanyuwangluoshuangwenzheiyiwenxueticai，yeshisuipianhuayuleshidaidianxingdeneirongxingtai，yuchuantongchangguiyingshijubutong，ticaizhizuozhouqihechengbenxiangduijiaodi，danjineirongshizhangcongjishimiaodao20fenzhong，juqingzhijieyuanlixianshi、hulveshenghuoluoji，gushiziqia，qingjieciji，shuangdianbuduan，wulunshiputongrenzhongshengdenixiben、fuchouxuehendehougongbenhaishitianchongaiqingdebazongben，zuizhongdoushiyigexushitaolu，danqizhongzuizhongyaodejiushinaniezhuleguanzhongdeqingxu。

tebieshiduiyuhulianwangshidaichengzhangdenianqingyidaieryan，shuangjudailaiqiangliededairugan，xianshishenghuozhongwufashixiandeyuwangzaigushizhongdedaomanzuheshifang，cilei“dianziyapian”huoshi“dianzixiancai”rangduoshurentudaoneigebufeilide“le”，guanzhong“weishuangbukuai”。

suizheduanjuzaigepingtaiyuelaiyuehuore，qishouzhongyeriyiguangfan。shujuxianshi，2024nianyonghuguimoyida 5 yi，rujin，bujinxiyinnianqingyidaideren，yuelaiyueduodezhonglaonianrenyemishanglekanduanju。

judiaoyanjigouairuizixunfabude《2024nianzhongguoweiduanjuxingyeyanjiubaogao》shujuxianshi，duanjushouzhongdenianlingfenbubilishang，40-59suiyiji20-39suidezhongqingnianrenqunnianlingduanshangdeyonghurenqunxiangduijizhong，hejizhanbichaoguoqicheng。xuelifenbubilishang，yongyoudaxuebenkexuelideyonghuzhongduo，zhanbidadao57.1%。chengshicengjifenbubilishang，juzhuyuxinyixianheerxiandeweiduanjuyonghuhejibiliwei53.3%，shizuizhuyaodechengshifenbulaiyuan，richangshenghuocijixingfen、pibeikundun、mangliuchongshiderenqungengjizhong。

congticailaikan，butongxifenrenqunduiticaidepianhaochayijiaoda。miaozhenweiduanjuyonghuzaixiandingliangdiaoyanshujuxianshi，xijuleishishouzhongxihuandeweiticaitop1，qicishizhichangleiticai。congxifenderenqunkan，18-24suideshouzhongpianhaoxianxia、kehuan、xuanyi，er25sui-54suideshouzhongzegengpianhaogongdou、chuangye、wenhua/lishi。ciwai，nanxinggengpianhaozhaidou、youxileiticai，nvxingzegengpianhaotianchong、gongdoudengqingganleiticai。

ciwai，jiyuduanshipinshejiaopingtaifenxianggongnengbianlixing，zhuijuguochengzhongweiduanjuyonghuwangshengdehudongxuqiuyejinyibudedaolechongfenshifang，91.6%derenzaiguankanjujishiyoujinxingguohudongxingwei。zaijutihudongxingweizhong，chudianzan、shouzangliangxianggaopinxingweiwai，chaoguobanshuyonghuhaijinxingguofenxiang/tuijian，cujinleweiduanjuzaiduanshipinpingtaideliuliangzhuanhuanenglihezhuanhuaxiaolv。

图源：《短剧营销实操指南》报告截图

zaijinglijiniangaosuliebianzhijin，duanjuweichizheqiangjingdezengzhangtaishi，2024niandingzhiduanjuzhihuorengzaichixumanyan。tongshi，deyiyushejiaopingtaikuaisufazhanheshipinpingtaijidianshangfuchizhengcechixujiachi，yuelaiyueduodezibenhepinpaifangkanzhongzheiyijudaliuliangchiheshangyejiazhi，duanjuyichengweidangxiayingxiaotouzide“xiaonengyouxuan”。

genjugouzhengkejifabude《2024nianh1weiduanjuxingyeguanchayuyingxiaozhinan》，2024nianshangbannian，weiduanjudebeianshuyubochushudoushixianlexianzhuzengzhang，youqishishangyeweiduanjudeshuliang，tongbijizeng68%。zaipinpairujufangmian，2024nianshangbannianxinrujupinpaizhanbigaoda47%，fugaimeizhuang、shipinyinliao、3cdianzi、youxideng15gebutongdexingyepinleigongji70gepinpai。

zuoweineirongshangyebianxiandezhongyaoshouduan，shijizaiguankanweiduanjuguochengzhong，juedaduoshuyonghubiaoshiyoujiechuguogeleixingshidepinpaiguanggao。

airuidiaoyanshujuxianshi，you54.6%deyonghufankuihuijingchangkandao，lingyou40.4%deyonghubiaoshiyououerkandao。zhenduikandaoguoguanggaodeweiduanjuyonghueryan，tamenduiweiduanjuguanggaodejieshoudujiaogao，nenggoujieshouhemianqiangjieshoudeyonghuhejizhanbigaoda87.7%，jijin12.3%deyonghurenweiguanggaohuiyingxiangguankantiyaneryouxiefangan。bingqiezheixieguanggaoyenengzaiyidingchengdushangcujinyonghugoumaiyiyuan，26.5%deyonghuhuiyouxiankaolvgoumai，41.6%deyonghuhuizuoweigoumaibeixuan，jin11.2%deyonghumingquebiaoshibuhuikaolvgoumai。

zuoweiliuliangzhuanhuaxinshili，pinpaigairuhenaniezhuzheiboliuliangmima，youxiaojifaxiaofeizhedegoumaiyuwang？

02 定制短剧，自然植入品牌故事

zaiguoqu，pinpaiyingxiaozhuyaotongguoshangyequdedaxingxianshiping、jiatingdianshijiyijiyingshijudengmeijiejinxingchuanbo。changjianderuxunhuanbofangdianshiguanggao（tvc）huozhirushiguanggaoxiangguangdashouzhongchuandapinpaigushi，yiqizaixiaofeizhexinzhongshulibingqianghuapinpaixingxiang。

suizheshidaidebuduanyanjin，hulianwangpingtaidepengbofazhanheduanshipindexingqi，gaibianlerenmenderichangshenghuohexiaofeimoshi，zheiyibiangeyebukebimiandidaozhilechuantongdianshiguanggao（tvc）jiyingshijudeyuanyou“zhongcao”xiaoyingzhujianjianruo，qiyingxiangliyuxiyinlizaishichangzhongquyudanhua。

duanjuyingxiaodeyoushizaiyutaliyongleduanshipindexingshijinxingtuiguangchuanbo，qibujinnengrangpinpaijiazhidechuandifangshibiandejiediqiqilai，yidazhongxiwenlejiandefangshijiangpinpaixinxi、pinpaigongnengdingweichuangyihuarongrugushichangjingzhizhong，tongguojuqinggaopinchuda，shipinpaiyingxiaozhirugengziran、bushengying，rangguanzhongzaibuzhibujuezhonglejiepinpailinian、jianlipinpaihaogan。

zheiyeyiweizhe，dingzhiduanjuqizuizhongmudeshiyaochengzaibingzhanxianyewuhexinneirongyupinpaijiazhi。

deyiyuyurichangshenghuodetianranqihedu，kuaixiaoshipinyuduanjudehezuokeyihenjinmi。neime，chuangzuoshenmeyangdeneironglaijifashouzhongdegoumaiyuwang，shipinpaizuizhongpoqiaoerchu，shijijiuhenkaoyanchanpinyujuqingderonghedu，jubendefazhanmailuoruguonengjianlizaiyewuchangjinghemaidianzhishang，bulunzenyangwulitoudejuqing，tongguoqinggangongminghuogongnengzhanshidefangshi，zuihoudouhuihuiluodao「xinxiangan、gexinghua、tiyangan」hexinxinxishang，rangliuliangzuizhongzhuanhuaweixiaoliang。

rujincanyuduanjusaidaodedapinpaibingbushaojian，xingbakezaiduanjuyingxiaolingyumaichulexinbufa，9yue19rituichuleshoubupinpaiduanju《wozaigudaikaixingbake》。gaijuyidutexinyingdechuanyueticaixunsuxiyinleguanzhongyanqiu，gaiduanjujiangshulexiandaixingbakehuoban 11chuanyuezhibuzhimingchaodai，haiyouweijiugongzhuzuizhongyongkafeiwenhuayingxianglishideqihuanmaoxiangushi。

zuopinqiaomiaodijiangxiandaikafeiwenhuayugudaibeijingjiehe，tongguoyoumohechuangyidexushifangshi，shenhualepinpaigushi，gengrangguanzhongkeshangletiantiande“kuashikongcp”，yerangguanzhongzaiqingsongyoumodefenweizhongdeyizhongxinrenshixingbakedekafeiwenhua，tongshihaijingcaizhanxianlexingbakezaifengweitansuoyuwenhuarongheshangdedutenengli。

ciwai，xingbakehaizaidouyinpingtaishangkaizhanleyixiliehudonghuodong，rushezhisousuoguanjianci，rangyonghukeyiqingsongguankanduanju，tongguozhibojian，xingbaketuichuleyuduanjutongkuandeyinpinjiduoxiangyouhuihuodong，zhurujingdianxingbinglemaiyisongyideng，yicixiyinguanzhongjijicanyu，jinyibutuidongxiaoshouzengzhang。

图源：星巴克

maidanglaociqiantuichudedingzhiduanju《zhongshengzhiwozaimaidanglaoxiulianmofa》，zheibuduanjuweiraotuokouxiuyanyuantongmonanzhongshengchengweimaidanglaoyuangongzhankai，xuanquchufanghecantingdezhenshimendianchangjing，jiangshulebazongaishangnvzhurengongxiaomaidetuweigushi。

suiranzaijulileisi「nazheqianlikaita」「nvrennizaiwanhuo」debazongjingdianfayanyaosuqiquan，danpinpaifangshizhongshiyaoweirao“shangye”laitouru，judehexinhaishizaijiangpinpaizijidegushi，meiyouhaohuadexiezilou，yemeiyoushehuadebanshanbieshu，suoyoudeqingjiedoufashengzaimaidanglaodecantingnei。juqinghaidadandidailingguanzhongzoujinlemaidanglaodechufang，“mingchuliangzao”deshianlinianyeshundaibiaoxianchulaile。

图源：麦当劳

erzaichayinquan，chabaidao、shuyishaoxiancao、mixuebingchengdengpinpaiyerujucanzhan。jinnian8yue，mixuebingchengtuichuzhenrenbanduanju《xuewangdechuanyueriji》，juqingyixuewangchuanyuechengbutongdeshenfenjinxingmaoxianzhankai，zhongsheng、bazongdegushisheding，zaizhirulemixuebingchengchanpin，dapeibushichuxiande“niaiwo，woaini”xinaoshenqu，rangwushuwangyouzhuishangyin，shangxianjin5tianhuojin10wandianzan。

图源：蜜雪冰城官方小红书

ciqian，dazaijiangshiqidereduheliuliang，chabaidaoyetuichudingzhiduanju《aiyoubaidaoxinxian》，gaiduanjuyi“bazongaishanghuiguniang”weiticaibeijing，yijiyigeduligushi，meijipingjunsiwufenzhong，yichangjingzhiruchabaidaochanpin，pinpaipuguangliangguoyi，zhanshileduanjuyingxiaodeqiangdaqianli。

03 短剧本体之外，种草卖货互动成闭环

yituo“kuaijiezouneirong+duoqudaofenfa”depingtaichuanboyoushi，weiduanjuxingyemosuochuleduoyanghuadeshangyemoshi。

congdangqiandepinpairujuduanjudexingshilaikan，chulejiehezishendiaoxingzizhiduanju，tongguojuqingzhongdechanpinzhiruhuopinpaixinxichuandi，huozouchuantongluzizhiruguanmingxiyinguanzhongdezhuyili，haiyoudepinpaitongguo“yijudaihuo”demoshi，jiangpinpairemenchanpinzuoweituidongjuqingfazhandezhongyaodaoju，rongrugushiqingjiedangzhong，rangguanzhonggengweizhiguandilejiedaochanpinyongfa、youshi、shiyongchangjingdeng，yindaoguanzhongchanshenggoumaixingwei。

ciwai，yixiepinpaitongguozaiduanjuqianqizhiruguanggao，qiangzhanxiaofeizhexinzhi，bingsheliyitiaoshunchangdegoumailujinglaicujinzhuanhua。liru，tongguozaipingmuxiafangshezhigouwuchetubiao，yonghudianjihoukezhijietiaozhuanzhigoumaiyemian，shixiancongzhongcaodaoxiaofeideyizhanshitiyan。ciwai，yeyoupinpaitongguopingtaihuodarendehoulianluhudonglaijifayonghudetiaozhuanyuwang。

youweizhideyitideshi，yituodangqianduanshipinpingtaineiwanshandedianshangshengtaixitong，duanjuzaiyindaoliuliangzhidianshangxiaoshouhuanjiedeguochengzhong，zhanxianchuledetianduhoudeyoushi。

feihenaifentongguodujiaguanmingdarenyizhiluzhuyandeduanju《wanzhazhicuicanxingtu》，jiangpinpaixinxizirandirongrujuqing，tongshiliyongjuzhongdejixiangwu“hexiaoxiao”zuoweiguanjiandaoju，qianghualepinpaiyujuqingdelianxi。ciwai，zailiumeihanzhuyandeduanju《jiujiuwoquanjia》zhong，feihenaifenqiaomiaodijinxinglepinpaizhiru。

juzhongcaiyonglewuxianliuxunhuandexushishoufa，bingzaiguanjianshikebofangledaiyanrenwujingdeguanggao，zheiyichuangyibeiguanzhongxichengweijiatingbande《kaiduan》。feihedepinpaijixiangwu“hexiaoxiao”zaijuzhongbanyanleguanjiandaojudejiaose，tabujintuidonglejuqingdefazhan，haiqiaomiaoditixianlezhujiaojiatingdeqinqingniudai。tongshi，liumeihanyezaiqigerendouyinzhanghaoshangfabuleyufeihenaifenxiangguandetuiguangneirong，zheizhongduoqudaodexuanchuancelve，shidefeihedekouhao“congmingbaobaohefeihe”shenrurenxin。

图源：飞鹤

anmuxipinpaitongguoyuduanju《gaoqianjiujiu》deshenduhezuo，qiaomiaodijiangpinpailinianyujuqingneirongronghe，shixianlepinpaixinxideziranrongruheyouxiaochuanbo。zheizhongcelvebujinbaochilejuqingdelianguanxinghexiyinli，haixianzhutishenglepinpaidekejianduhejiyidu。ciwai，anmuxihaitongguoduoyuanhuadechuanbocelve，ruxiaolancizujian、pinglunqulianjiehejingxinshejidefabuwenan，goujianleyigequanfangweidepinpaipuguangtixi，shenruyingxiangguanzhong，chenggongzaidouyinpingtaishanggoujianlecongpinpairenzhidaoxiaoshouzhuanhuadewanzhengyingxiaobihuan。

《gaoqianjiujiu》xilieshiwuyouchuanmeiqixiabaokuan ，chuleanmuxi，haerbinpijiuyuwuyouchuanmeihezuotuichulefanwaiduanju《gaoqianjiujiuzhiwuxiandajiang》，zaipinpaidingzhiduanjulingyujinxingleshendudejuqingdingzhi。zaijuqingshejishang，chuangyituanduiqiaomiaodiliyongleshijianxunhuandeqingjie，rangjuzhongdesanweijiujiujiaosezaixunzhaodapoxunhuandefangfashi，zirandijiangpinpaikouhaozhuanhuaweipojieanyu，shideguanggaoxinxizaijuqingdeyoumoyuansuzhongdedaozhiru，guanzhongzaixiangshouxiaoliaodetongshi，yenengganshoudaochanpindetexing，shixianlepinpaixinxideyouxiaochuandi。

ciwai，duanjuhaishenruwajuelechanpindeneihan，tongguojiang“0tang”gainianyushijianxunhuande“0”xianglianxi，yijizaikuanghuanfenweizhongjiangjinbuduanfanbeidailaide“shuangkuai”tiyan，zuizhongyifangqi“wuxianyuwang”weizhuti，qiangdiaolelingtanggengjiankangdechanpinlinian，tigonglejiqiangdexinlianshi。

图源：Social Beta

zaituidongxiaoshouzengzhangdeguochengzhong，pinpaifangchuleyituoduanshipinpingtaineizhidebianjietiaozhuangongnengwai，haitebiezhongshiyuduanjuneirongdeshenduronghe，zhiliyuyouxiaogoujianbingjileisiyuliuliangchi。jianyudangqiangongyuliuliangjingzhengjilie，chengbenbuduanpanshengdexianzhuang，zhongduoshangjiafenfencaiqu“xiangneitansuo”decelve，jiadalidutourudaosiyuliuliangdejiansheheyunyingzhong。

jinqi，xuebizanzhulekuaishoupingtaishangdeduanjujuchangxiangmu，muqiangaijuchangzhengrebodebabuduanjujijiangburuweisheng。weixiyinbingjiliyonghucanyu，xuebizaizhuantiyemianshangtebieshezhile“xuebiyaoqingkandajieju”dezhuanshuanniu。yonghudianjicianniuhou，jiangbeishunchangdiyindaozhixuebiguanfangweixinxiaochengxujiemian，tongguolingqutedingdeguanjukouling，yonghukezhijiejiesuobingguankanzheixieduanjudedajiejuneirong，congershixianlepinpaiyuyonghudeshenduhudongyuzhanxingtisheng。

04 浪潮之下，构建品牌营销的长期价值

pinpaiduanju，zuoweiyizhongxinxingdepinpaiyingxiaofangshi，yijingzhujianchengweipinpaizengzhangdexinfabao。ranerduanjusuiranshangtou，rujinzhaduiyongchudeduanjunanmianhuiyinfaguanzhongdeshijuepilao，ruhezaizhuiqiuduanqixiaoyiyugoujianzhangqijiazhizhijian，jingzhundizhaodaobingweichiyigezuiyoupinghengdianchengweipinpaixuyaotansuodeguanjian。

youweiduanjuxingyeyeneirenyuanzhichu，duanjubaohuowanquanjiushixuanxue。qinghuadaxuexinwenyuchuanboxueyuanjiaoshousiruofenxirenwei，weiduanjuxingyedefazhankeyicongshengchanduanrushou，tansuoduoyuanhuadeticai；zaiyinglimoshifangmianjinxingduoyuanhuatuozhan；haikeyiliyongrengongzhinengjishufuzhutishengduanjudeshengchanxiaolvyuneirongzhiliang。

shushizhuzhangrenwei，zaiquebaoyingxiaoyusuanchongzudeqiantixia，pinpaidadanchangshibutongdeyingxiaocelve，genjuzijidepinpaitesequxunzhaohekaifaheshideyingxiaoneirong，huozhenduitedingdeshouzhongqunti，xuanzetedingdeticaihebiaoxianxingshi，ruzhenduinianqingshouzhongqunti，keyixuanzeshishang、lianai、zhichangdengticai，guanzhonggengrongyichanshenggongmingbingzhudongxiadanhechuanbofenxiang，congerdadaoliebianyinliudemude。

tongshi，pinpaiyexuyaozhongshiduanjuyingxiaodehouxufuwuhetigongyujuqingxiangpeitaodetiyan，yizengqiangguanzhongdecanyuganhepinpaideshichangyingxiangli，zheicaishipinpainenggoushachuzhongweideguanjiansuozai。

jiyuduidangxianianqingzhedeshendudongcha，jinnian9yuefen，xiuxianshipinpinpaiweilongxuanbutuichuqishoubuduanju《gezhesanqiankeshudexintiao》。gaijuzheyanyupinpaidehexinnianqingshouzhongqunti，weiraoqingchun、aiqingyumengxiangdengnianqingrenguangfanguanzhudezhuti，zhizaizengqiangguanzhongzaiguankanguochengzhongdedairuganyugongming，weilongxiwangtongguozheibuduanjuzaiciyingdenianqingrendexin。zaijuzhong,weilongqiaomiaodijiangchanpinrongrujuqinghechangjingzhong,shidepinpaixingxianggengjiashengdong、liti。zheizhongchuangxindeyingxiaoshoufa,bujintishenglepinpaidepuguangduhezhimingdu,haizengqianglexiaofeizheduipinpaiderenzhiduhehaogandu。

zhengtieryan，jiangduanjuyushipinxingyejiehedeshangyehuashiyigexuyaoduofangmianxietonghezuodefuzaguocheng，shejineirongchuangzuo、shichangtuiguang、shangyehezuodengduogelingyu。zaidangqianjingzhengjiliedeshichanghuanjingzhong，duanjuzuoweiyizhongnenggouxunsuxiyinxiaofeizhezhuyilideyingxiaoshouduan，pinpaixuyaobuduantansuohewanshanqiyingxiaocelve，yibaochixinxianganbingchuandipinpaijiazhi，congertuidongpinpaidechengzhang。

suizhepaishejishu、xuanchuanfaxing、guankantiyandengfangmiandechixujinbuheshichangdechengshu，yujijiangxingchengduanjuyukuaisuxiaofeipinxingyezhangqihezuodejizhi。zheijiangweiduanjuyukuaixiaopinxingyedejiehetigonggengguangkuodefazhankongjianhechuangxinqianli，weishuangfangdailaigengduodehezuojihuiheshichangjiyu。

参考文献：

1.麦当劳出手「整顿」霸总短剧了！|Social Beta

2.哈尔滨啤酒带来番外短剧《搞钱舅舅之无限大奖》| Social Beta

3.品牌花在短剧营销上的钱究竟值不值？一组数据帮你快速理清思路|36氪

4.重生之星巴克在古代卖咖啡 |星巴克中国微博

5.星巴克短剧大火，品牌营销从“大时代”走进“小时代”|飞娱财经

6.微短剧迎来井喷式发展 业内人士：看似高薪实则没有想象中美好|半两财经

7.卫龙跨界短剧领域，《隔着三千棵树的心跳》展现品牌年轻态|东方网

8.恋爱脑影后花式逆袭，快手星芒短剧《万渣之璀璨星途》火爆出圈|中国娱乐

9.品牌短剧，上头还是走心？|肖明超-趋势观察

10.麦当劳、肯德基、星巴克拍短剧，短剧会成为品牌常规营销手段吗？|寻空

11.品牌定制短剧的八大变化|毒眸

12.《2024短剧整合营销指南》|微播易

13.《2024年中国微短剧行业研究报告》|艾瑞咨询