陈曦 · 增长与 AIChen Xi - Growth & AI
4.3

视频号宣发Shipinhao Campaign

介绍Introduction

视频号的推荐走微信关系链，靠的是转发。用户结构偏成熟、客单价撑得住，而且能直接接到公众号和社群。Shipinhao's reach travels through WeChat's social graph, which means it runs on shares. The audience skews older and can carry a higher ticket, and it connects straight into official accounts and community groups.

视频号的分发逻辑和抖音不一样：它走的是微信的关系链。一条内容能扩散多远，很大程度上取决于有多少人愿意转发到自己的朋友圈和群里——所以内容要「转得出手」，太硬的广告没人愿意转。Shipinhao distributes differently from Douyin: it travels through WeChat's social graph. How far a piece spreads depends largely on how many people are willing to share it into their own Moments and groups, so the content has to be shareable. Nobody forwards an obvious advert.

用户结构也不一样。视频号的人群整体更成熟，对价格的敏感度低于对信任的敏感度——客单价偏高的品类在这里反而更好转化，这一点和抖音正好相反。The audience is different too. Shipinhao skews older and is less price-sensitive than it is trust-sensitive, so higher-ticket categories convert better here, which is the opposite of Douyin.

最实用的一点是承接：视频号后面直接连着公众号、社群和企业微信。别的平台要想把公域的人拉进私域，中间要绕好几道；在这里是同一个微信账号，中间几乎没有断点。The most practical advantage is the handoff. Shipinhao sits directly against official accounts, community groups and WeCom. On other platforms moving someone from public reach into your own channel takes several detours; here it is the same WeChat identity, with almost no break in the path.

有一件事要提前核：视频号对本地生活类目有准入门槛，不是所有行业都能直接开。餐饮这类目前主要放给连锁品牌，景区这类对评级有要求——资质不够的话，这一项要先解决准入再谈宣发。One thing has to be checked up front: Shipinhao gates local-life categories, and not every industry can simply open a storefront. Food and beverage is largely restricted to chain brands, and attractions carry rating requirements. If the credentials fall short, eligibility has to be solved before any campaign is worth discussing.

素人团队的规模就是这块的底子：品牌宣发、品牌造势靠的是人海铺开，同一件事由很多不同的人说出来。The size of the creator network is what this rests on: brand campaigns and buzz-building come from sheer numbers, with the same message coming from many different people.

除了发内容，评论区风向和舆论风向也是这批人在做——正面的话要有人接，负面的话要有人往回带。Beyond posting, the same people work the comment section and the wider conversation: the positive line needs people to pick it up, and the negative one needs people to pull it back.

内容这一侧也不缺：我们有 AI 工具去做视频混剪、数字人推广、图文设计，所以内容板块也很充足。内容管够，再配上素人团队去分发，造势就是很轻松的一件事。The content side is just as well stocked: we have AI tooling for video remix edits, digital-human presenters and graphic design. With content in ample supply and the creator network distributing it, buzz-building is the easy part.

  • 兼职分发网络投放Part-time distribution network rollout
  • 统一编辑的内容包Centrally edited content packs
  • 社群与朋友圈联动Community and Moments coordination
  • 公众号 / 企微的承接路径设计Handoff paths into official accounts and WeCom
  • 类目准入与资质核对Category-eligibility and credential checks
  • 转发路径与来源跟踪Share-path and referral tracking

怎么做How it runs

  1. 先核准入Check eligibility first

    确认这个行业和这家企业能不能开，资质不够的先解决准入，再谈内容。Confirm the category and the company can actually open here. If the credentials fall short, fix eligibility before discussing content.

  2. 按「愿意转」来写Write for sharing

    内容包按能转发的口径写——有用、有情绪、不硬广，转不出手的内容在这里跑不动。Write the packs to be forwardable: useful, with feeling, not an obvious pitch. Content nobody wants to share goes nowhere here.

  3. 走关系链铺开Push through the graph

    素人分发之外配合社群和朋友圈同步，让内容在关系链里被推第二次。Alongside creator distribution, coordinate community groups and Moments so the content gets a second push inside the graph.

  4. 接进私域Land it in your own channel

    把公众号、社群、企微的承接路径提前铺好，人来了不能没地方去。Have the paths into the official account, community groups and WeCom ready in advance, so arrivals have somewhere to go.

致 Boss 的一封信A letter to you

尊敬的 Boss，您好。Hello, Boss.

这是我的个人产品页，其中的板块都是我自身的技能以及资源。This is my personal product page. Every board on it is a skill or a resource that is genuinely mine.

我从大学毕业后就开始创业，截至现在已经 10 年时间了。I started my own business straight out of university — that was ten years ago.

最开始是产品经理，带领开发团队做出第一款软件（安卓系统）。三个月时间，我从销售到铺垫代理、到技术维护，几乎变成了六边形的 — 三个月总盈利 150W+。I began as a product manager, leading a dev team to ship my first piece of software (Android). In three months I went from sales to building out the reseller network to technical maintenance — close to an all-rounder. Three months, 1.5M+ RMB in total profit.

后面因为要转行业，所以在众多行业中选择了小红书，没想到这一选择就是 4.5 年的时光。Then I needed to change industries. Out of all of them I picked Xiaohongshu — and that one choice turned into four and a half years.

因为当时比较年轻，赚取的第一桶金，所以难免会年少轻狂（现实中同年操盘一个项目，半年纯利润达到 5000W，被合伙人背刺，有真实记录经验以及可考察）。I was young, it was my first real money, and I was inevitably a little reckless. That same year I ran a project that cleared 50M RMB in net profit in six months, and was stabbed in the back by my partner. There are real records, and it can be checked.

后面沉淀了两三年，回到北京，开始研究抖音流量板块以及 AI 相关。I spent the next two or three years settling, then came back to Beijing and started working on Douyin traffic and on AI.

很幸运，在我上年以及今年一直深耕 AI 赛道，所以取得了很不错的成就。I have been lucky: last year and this year I stayed deep in the AI track, and it paid off.

而且我很开心，也很庆幸 — 我在 AI 身上看到了无限。所以我在三个月时间，消耗了 3W 刀的 Token。从文本，到图片，到视频，我看到了太多。AI 是未来。并且我以前的资源圈子，可能让我达不到太高的门槛。And I am glad — genuinely glad — that what I saw in AI was something without limits. In three months I burned USD 30,000 of tokens. Text, then images, then video: I have seen too much to think otherwise. AI is the future. My old circle of resources, though, may not carry me past a high enough threshold.

我帮别人做公司梳理以及流量打造是 2K 一小时的咨询费；全域流量搭建以及小红书的自营矩阵、员工培训是 19800 的搭建费。I charge 2,000 RMB an hour to restructure a company and build its traffic; full-channel traffic build-out, an owned Xiaohongshu matrix and staff training run a 19,800 RMB setup fee.

我说这些的目的，是因为我觉得衡量人的价值不是情感，而是很现实的钱。I say this because I believe a person is not measured in sentiment. They are measured in money, plainly.

我很希望可以继续进新的圈层以及获取新的资源。I want to keep moving into new circles and reaching new resources.

所以很感谢您能看到这里。我所擅长的就是流量打造、品牌打造，以及 AI 的产品和商业逻辑。So — thank you for reading this far. What I am good at is building traffic, building brands, and the product and business logic of AI.

希望我们可以达成合作，一起拥抱 AI 和流量，一起拥抱I hope we can work together. Let us embrace AI and traffic, and embrace

未来The Future