很多做短視頻的人非常頭疼的不是拍攝和剪輯，而是“今天拍什么”。坐在電腦前想半天，想出來(lái)的選題要么太自嗨、要么太通用。其實(shí)，選題的非常短路徑不在“自己想”，在“問(wèn)用戶”。
The biggest headache for many short video creators is not shooting and editing, but 'what to shoot today'. Sitting in front of the computer and thinking for a long time, the topics I come up with are either too self interested or too generic. In fact, the shortest path to choosing a topic is not "thinking for oneself", but "asking the user".

選題的第一原則：用戶想知道什么，就拍什么
The first principle of topic selection: Users can shoot whatever they want to know
短視頻內(nèi)容的本質(zhì)是“給用戶提供價(jià)值”。非常有價(jià)值的選題，往往不是“我覺(jué)得有意思”，而是“用戶正在問(wèn)”。用戶問(wèn)得非常多的問(wèn)題，就是非常好的選題——因?yàn)槟且馕吨坝幸蝗喝苏趯ふ掖鸢浮薄?br>The essence of short video content is to provide value to users. The most valuable topic is often not 'I find it interesting', but 'the user is asking'. The most frequently asked question by users is the best topic - because that means' there is a group of people looking for answers'.
怎么收集用戶問(wèn)題：評(píng)論區(qū)留言、私信提問(wèn)、行業(yè)社群討論、銷售和客服接到的咨詢。把這些真實(shí)問(wèn)題整理成選題庫(kù)，就有了持續(xù)供應(yīng)的創(chuàng)作方向，而且每一個(gè)都有真實(shí)的受眾需求支撐。
How to collect user questions: comments in the comment section, private message inquiries, industry community discussions, and inquiries received by sales and customer service. Organizing these real questions into a topic selection library provides a continuous stream of creative directions, each supported by genuine audience needs.
選題評(píng)估的四個(gè)維度
The Four Dimensions of Topic Evaluation
不是所有用戶問(wèn)題都適合拍成短視頻。拿到一個(gè)選題后，用四個(gè)維度評(píng)估：
Not all user issues are suitable for filming as short videos. After receiving a topic, evaluate it using four dimensions:
維度一：受眾大小。 這個(gè)問(wèn)題關(guān)心的人多還是少？受眾越大，潛在播放量越大。
Dimension 1: Audience size. Does this question concern more or fewer people? The larger the audience, the greater the potential playback volume.
維度二：需求強(qiáng)度。 用戶只是“好奇看看”，還是“真的很想知道答案”？需求越強(qiáng)，完播率和互動(dòng)率越高。
Dimension 2: Demand intensity. Are users just 'curious to see' or 'really curious to know the answer'? The stronger the demand, the higher the completion rate and interaction rate.
維度三：與賬號(hào)定位的匹配度。 這個(gè)選題是否在你的內(nèi)容方向內(nèi)？離得太遠(yuǎn)，容易模糊賬號(hào)標(biāo)簽。
Dimension three: Matching degree with account positioning. Is this topic within your content direction? Being too far away can easily blur account tags.
維度四：內(nèi)容的差異化。 同樣的選題，別人拍過(guò)很多次了，你有沒(méi)有不同的角度或更深度的信息？
Dimension Four: Differentiation of Content. The same topic has been filmed many times by others. Do you have any different perspectives or deeper information?
選題的三種“爆款結(jié)構(gòu)”
Three popular product structures for topic selection
結(jié)構(gòu)一：?jiǎn)栴}型。 直接拋出一個(gè)用戶關(guān)心的問(wèn)題，然后在視頻里給出答案?！伴_(kāi)一家包子店到底要多少錢”就屬于這種結(jié)構(gòu)——提問(wèn)本身就在篩選目標(biāo)人群。
Structure 1: Problem oriented. Directly pose a question that the user is concerned about and provide an answer in the video. How much does it cost to open a baozi shop? "Belongs to this structure - the question itself is screening the target audience.
結(jié)構(gòu)二：對(duì)比型。 用對(duì)比制造認(rèn)知沖突，引發(fā)用戶興趣?！笆止ぐ蜋C(jī)制包，利潤(rùn)差了一倍”這種內(nèi)容讓人想點(diǎn)開(kāi)看看為什么。
Structure 2: Comparative type. Create cognitive conflicts through comparison and spark user interest. The statement 'The profit difference between handmade and machine-made packages has doubled' makes people want to click on it to see why.
結(jié)構(gòu)三：故事型。 用一個(gè)真實(shí)案例或親身經(jīng)歷串聯(lián)內(nèi)容。“一個(gè)加盟商從虧損到盈利，做對(duì)了三件事”——故事天然有代入感，比干巴巴講道理更容易讓用戶看完。
Structure 3: Story based. Connect the content with a real case or personal experience. A franchisee went from loss to profit by doing three things right "- the story naturally has a sense of immersion, and it is easier for users to read than dry reasoning.
一句話總結(jié)： 選題的核心不是“創(chuàng)意”，是“回應(yīng)”。用戶想知道什么、困惑什么、在意什么——這些就是非常好的選題來(lái)源。與其自己“想破頭”，不如問(wèn)問(wèn)用戶在想什么。
One sentence summary: The core of choosing a topic is not "creativity", but "response". What users want to know, what they are confused about, and what they care about - these are the best sources of topic selection. It's better to ask users what they are thinking instead of trying to break their heads.
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