老板這兩個(gè)“不肯”，直接把IP視頻運(yùn)營(yíng)判了死刑！
　　The boss refused and sentenced the IP video operator to death!
　　大家好，鑫諾商專(zhuān)注互聯(lián)網(wǎng)行業(yè)16年，新媒體短視頻運(yùn)營(yíng)5年，經(jīng)歷了從0幾年開(kāi)始大搜推廣、優(yōu)化推廣、小程序推廣到現(xiàn)在新媒體多樣化的推廣形式，感謝關(guān)注！
　　Hello, Xinnuoshang has focused on the Internet industry for 16 years, and has operated new media short videos for 5 years. It has experienced a variety of promotion forms from big search promotion, optimization promotion, and small program promotion to the current new media. Thank you for your attention!
　　我們做IP視頻運(yùn)營(yíng)這行也有些年頭了，見(jiàn)過(guò)太多人吐槽：“我們家IP視頻運(yùn)營(yíng)做不起來(lái)，運(yùn)營(yíng)不行、內(nèi)容不行、流量不行”。
　　We have been in the business of IP video operation for some years, and we have seen too many people roast: "Our IP video operation can not be done, the operation is not good, the content is not good, and the traffic is not good".
　　但說(shuō)實(shí)話(huà)，大部分時(shí)候，問(wèn)題根本不在運(yùn)營(yíng)，不在員工，而在老板本人——尤其是那些“認(rèn)知跟不上，還特別固執(zhí)”的老板。
　　But to be honest, most of the time, the problem is not with operations or employees, but with the bosses themselves - especially those who are "cognitively unable to keep up and are particularly stubborn".
　　最常見(jiàn)的兩種情況，也是最致命的：不肯花錢(qián)，不肯出境。
　　The two most common and deadly situations are refusal to spend money and refusal to leave the country.
　　今天不繞彎子，不聊那些虛頭巴腦的理論，就用大白話(huà)跟大家嘮嘮，這兩個(gè)“不肯”，到底有多毀IP視頻運(yùn)營(yíng)。
　　Today, I won't go around the bush or talk about those vague theories. Instead, I'll talk to everyone in plain language about how much these two "refusals" have ruined IP video operations.
　　先說(shuō)說(shuō)第一個(gè)：老板不肯花錢(qián)，IP視頻運(yùn)營(yíng)就是“巧婦難為無(wú)米之炊”
　　First of all, let's talk about the first one: the boss refuses to spend money, and IP video operation is like "a clever woman cannot cook without rice"
　　很多老板的心態(tài)特別有意思：想做IP視頻運(yùn)營(yíng)，想靠IP視頻運(yùn)營(yíng)引流、漲粉、變現(xiàn)，但又不想花錢(qián)——覺(jué)得“做IP視頻運(yùn)營(yíng)不就是拍拍視頻、發(fā)發(fā)文嗎？找個(gè)員工兼職就能做，花什么錢(qián)？”
　　Many bosses have a particularly interesting mentality: they want to do IP video operations, rely on IP video operations to attract traffic, gain followers, and monetize, but they don't want to spend money - they think 'Isn't doing IP video operations just about filming videos and posting articles?'? Find an employee to work part-time, what does it cost? ”
　　我見(jiàn)過(guò)最夸張的一個(gè)老板，讓行政兼做IP視頻運(yùn)營(yíng)，既不讓請(qǐng)攝影師，也不讓買(mǎi)素材，甚至連剪映的會(huì)員都舍不得開(kāi)，還要求每月漲粉1萬(wàn)，變現(xiàn)5萬(wàn)。你品，你細(xì)品。
　　The most exaggerated boss I have ever seen, who combines administrative duties with IP video operations, neither allows hiring photographers nor buying materials, and even refuses to accept membership in Jianying. He demands a monthly increase of 10000 followers and a monetization of 50000. You savor, you savor.
　　做IP視頻運(yùn)營(yíng)不是“零成本”的，哪怕是最小的賬號(hào)，也需要投入——要么花錢(qián)請(qǐng)專(zhuān)業(yè)的人（攝影師、剪輯、文案），要么花錢(qián)買(mǎi)素材、投流量、學(xué)方法。
　　Running an IP video operation is not "zero cost", even the smallest account requires investment - either by hiring professional people (photographers, editors, copywriters), or by spending money on materials, traffic, and learning methods.
　　老板總覺(jué)得“花錢(qián)就是虧”，卻忘了：好的內(nèi)容需要打磨，好的呈現(xiàn)需要設(shè)備，精準(zhǔn)的流量需要投放。
　　The boss always thinks that 'spending money is a loss', but forgets that good content needs polishing, good presentation requires equipment, and precise traffic needs to be deployed.
　　你不肯花錢(qián)，員工只能湊活，內(nèi)容粗糙、畫(huà)面模糊、流量寥寥，最后IP視頻運(yùn)營(yíng)做不起來(lái)，還怪員工沒(méi)本事。
　　You refuse to spend money, and employees can only make do with it. The content is rough, the images are blurry, and the traffic is limited. In the end, IP video operations cannot be done, and it's all because the employees are not capable.
　　就像種地，你不肯買(mǎi)種子、不肯施肥，還想收獲糧食，可能嗎？IP視頻運(yùn)營(yíng)也是一樣，投入和回報(bào)不一定成正比，但不投入，一定沒(méi)有回報(bào)。
　　Just like farming, if you refuse to buy seeds, refuse to fertilize, and still want to harvest food, is it possible? The same goes for IP video operations, where investment and return may not necessarily be proportional, but without investment, there will definitely be no return.
　　更扎心的是：很多老板愿意花幾萬(wàn)、幾十萬(wàn)投廣告，卻不肯花幾千塊做IP視頻運(yùn)營(yíng)——覺(jué)得廣告是“立竿見(jiàn)影”，IP視頻運(yùn)營(yíng)是“遙遙無(wú)期”。
　　What's even more heart wrenching is that many bosses are willing to spend tens of thousands or even hundreds of thousands of dollars on advertising, but they are unwilling to spend a few thousand yuan on IP video operations - thinking that advertising is "immediate" and IP video operations are "distant".
　　殊不知，廣告停了，流量就沒(méi)了；但I(xiàn)P視頻運(yùn)營(yíng)做起來(lái)了，流量是持續(xù)的，甚至能越做越值錢(qián)。
　　Little did they know, once the advertisement stops, the traffic will disappear; But with the development of IP video operation, the traffic is continuous and can even become more valuable as it continues to grow.
　　再說(shuō)說(shuō)第二個(gè)：老板不肯出境，IP視頻運(yùn)營(yíng)就沒(méi)了“靈魂”這是比“不肯花錢(qián)”更致命的問(wèn)題。
　　Speaking of the second one, if the boss refuses to leave the country, the IP video operation will lose its "soul". This is a more fatal problem than "refusing to spend money".
　　現(xiàn)在做IP視頻運(yùn)營(yíng)，尤其是企業(yè)IP視頻運(yùn)營(yíng)、個(gè)人IP視頻運(yùn)營(yíng)，“人”才是核心。
　　Nowadays, when it comes to IP video operations, especially enterprise IP video operations and personal IP video operations, 'people' are the core.
　　用戶(hù)關(guān)注你，不是關(guān)注你的產(chǎn)品有多好，而是關(guān)注你這個(gè)人——你的價(jià)值觀、你的專(zhuān)業(yè)、你的真實(shí)感。
　　Users pay attention to you not because of how good your product is, but because of who you are - your values, your expertise, and your sense of authenticity.
　　但很多老板，打死都不肯出境。理由五花八門(mén)：“我不上鏡”“我不會(huì)說(shuō)”“我怕露臉有風(fēng)險(xiǎn)”“讓員工出鏡就行”。
　　But many bosses refuse to leave the country even if they die. There are various reasons: "I won't be on camera", "I won't say anything", "I'm afraid of the risk of showing my face", "Just let employees appear on camera".
　　我想說(shuō)：?jiǎn)T工出鏡，做起來(lái)的是員工的IP視頻運(yùn)營(yíng)，不是公司的IP視頻運(yùn)營(yíng)；員工走了，你之前所有的投入，全白費(fèi)。
　　I want to say: when employees appear on camera, they are doing IP video operations for employees, not for the company; The employee has left, and all your previous investments have been in vain.
　　老板才是公司最好的代言人。不管你長(zhǎng)得好不好看，會(huì)不會(huì)說(shuō)話(huà)，只要你敢出鏡，敢說(shuō)真話(huà)，敢分享你的行業(yè)經(jīng)驗(yàn)、創(chuàng)業(yè)故事，就比任何員工出鏡都有說(shuō)服力。你想想：用戶(hù)為什么要相信你家的產(chǎn)品？因?yàn)橄嘈拍氵@個(gè)人。
　　The boss is the best spokesperson for the company. No matter how good-looking or talkative you are, as long as you dare to appear on camera, speak the truth, and share your industry experience and entrepreneurial story, you are more persuasive than any employee who appears on camera. Think about it: Why should users trust your products? Because I believe in you as a person.
　　你不肯出鏡，用戶(hù)看不到你，不了解你，怎么相信你？怎么愿意為你付費(fèi)？我見(jiàn)過(guò)很多老板，一開(kāi)始也怕出鏡，拍第一條視頻的時(shí)候，緊張得說(shuō)不出話(huà)，鏡頭都不敢看。但慢慢拍下來(lái)，越來(lái)越自然，粉絲越來(lái)越多，變現(xiàn)也越來(lái)越順。
　　You refuse to appear on camera, and users cannot see or understand you. How can they trust you? How would I be willing to pay for you? I have seen many bosses who were initially afraid of appearing on camera. When filming their first video, they were so nervous that they couldn't speak and didn't even dare to watch the camera. But as we slowly took pictures, it became more and more natural, with more and more fans, and monetization became more and more smooth.
　　反而那些不肯出鏡的老板，不管運(yùn)營(yíng)怎么努力，賬號(hào)始終做不起來(lái)——沒(méi)有靈魂的IP視頻運(yùn)營(yíng)，就像沒(méi)有根的樹(shù)，長(zhǎng)不高，也長(zhǎng)不牢。其實(shí)，IP視頻運(yùn)營(yíng)做不好，本質(zhì)是老板的認(rèn)知問(wèn)題很多老板不是沒(méi)錢(qián)，也不是沒(méi)能力，就是認(rèn)知跟不上。
　　On the contrary, those bosses who refuse to appear on camera, no matter how hard they try to operate, their accounts cannot be established - soulless IP video operations are like rootless trees that cannot grow tall or firmly. In fact, the poor operation of IP video is essentially due to the cognitive problem of the boss. Many bosses either lack money or ability, but their cognition cannot keep up.
　　他們總覺(jué)得，做IP視頻運(yùn)營(yíng)是“錦上添花”，不是“雪中送炭”；總覺(jué)得，不花錢(qián)、不出鏡，也能做好IP視頻運(yùn)營(yíng)；總覺(jué)得，運(yùn)營(yíng)能解決所有問(wèn)題。
　　They always feel that doing IP video operations is a 'icing on the cake', not a 'timely help'; I always feel that I can do a good job in IP video operation without spending money or appearing on camera; I always feel that operations can solve all problems.'

　　但事實(shí)是：IP視頻運(yùn)營(yíng)的天花板，從來(lái)不是運(yùn)營(yíng)，而是老板的認(rèn)知。
　　But the fact is: the ceiling of IP video operation has never been operation, but the boss's perception.
　　你愿意花錢(qián)，是因?yàn)槟憧炊薎P視頻運(yùn)營(yíng)的價(jià)值，知道這是長(zhǎng)期投資；你愿意出鏡，是因?yàn)槟愀矣谡故咀约海肋@是IP視頻運(yùn)營(yíng)的核心競(jìng)爭(zhēng)力。
　　You are willing to spend money because you understand the value of IP video operation and know that it is a long-term investment; You are willing to appear on screen because you dare to showcase yourself and know that this is the core competitiveness of IP video operation.
　　反之，如果你始終抱著“舍不得花錢(qián)、不敢出鏡”的心態(tài)，哪怕請(qǐng)?jiān)賲柡Φ倪\(yùn)營(yíng)，找再專(zhuān)業(yè)的團(tuán)隊(duì)，你的IP視頻運(yùn)營(yíng)也做不好——因?yàn)槟銖囊婚_(kāi)始，就給自己的IP視頻運(yùn)營(yíng)設(shè)了限。最后想說(shuō)一句：做IP視頻運(yùn)營(yíng)，拼的不是運(yùn)營(yíng)技巧，不是內(nèi)容創(chuàng)意，而是老板的格局和認(rèn)知。
　　On the contrary, if you always hold the mentality of "unwilling to spend money and afraid to appear on screen", even if you hire a skilled operator and a professional team, your IP video operation cannot be done well - because you have set limits on your IP video operation from the beginning. Finally, I would like to say that in IP video operation, it's not about operational skills or content creativity, but about the boss's perspective and cognition.
　　如果你是老板，別再固執(zhí)了，舍不得花錢(qián)，就別指望IP視頻運(yùn)營(yíng)能給你帶來(lái)驚喜；不肯出鏡，就別抱怨IP視頻運(yùn)營(yíng)做不起來(lái)。
　　If you are the boss, stop being stubborn and reluctant to spend money. Don't expect IP video operations to bring you surprises; If you don't want to appear on camera, don't complain that IP video operations can't be done.
　　如果你是運(yùn)營(yíng)，遇到這樣的老板，也別太內(nèi)耗，你能做的，是盡量引導(dǎo)，實(shí)在不行，也別硬扛。
　　If you are an operator and encounter such a boss, don't be too confrontational. What you can do is to guide as much as possible. If it doesn't work, don't force yourself.
　　畢竟，老板的認(rèn)知，才是決定IP視頻運(yùn)營(yíng)成敗的關(guān)鍵。
　　After all, the boss's perception is the key to determining the success or failure of IP video operations.
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