短視頻指在各種(zhǒng)媒體平台上播放的、适合在移動狀态和短時休閑狀态下觀看的、高頻推送的視頻内容，幾秒到幾分鍾不等。短視頻有着生産流程簡單、制作門檻、參與性強等特點。
Short videos refer to high-frequency pushed video content that is played on various new media platforms and suitable for viewing in mobile and short leisure modes, ranging from seconds to minutes. Short videos have the characteristics of simple production process, low production threshold, and strong participation.
宣傳片是制作電視、電影的表現手法，是對(duì)企業内部的各個層面(miàn)有、有針對(duì)、有秩序地進(jìn)行策劃、拍攝、錄音、剪輯、配音、配樂、合成(chéng)輸出制作成(chéng)片，目的是爲了聲色并茂地凸顯企業獨特的風格面(miàn)貌、彰顯企業實力，讓社會不同層面(miàn)的人士對(duì)企業産生正面(miàn)、良好(hǎo)的印象，從而建立對(duì)該企業的好(hǎo)感和信任度，并信賴該企業的産品或服務。宣傳片從其目的和宣傳方式不同的角度來分可以分爲企業宣傳片，産品宣傳片，公益宣傳片，電視宣傳片、招商宣傳片。
Promotional videos are a means of expression in the production of television and movies. They plan, shoot, record, edit, dub, compose, and output in a focused, targeted, and orderly manner at all levels within the enterprise. The purpose is to highlight the unique style and appearance of the enterprise, demonstrate its strength, and create a positive and positive impression of the enterprise by people from different levels of society, In order to establish a good impression and trust in the enterprise, and trust its products or services. Promotional videos can be divided into enterprise promotional videos, product promotional videos, public welfare promotional videos, television promotional videos, and investment promotion videos from different perspectives of their purpose and promotional methods.
01時長(cháng)
01 Duration
短視頻的時長(cháng)大多控制在3分鍾以内，能(néng)夠快速、簡潔的傳播信息。而宣傳片時長(cháng)在5-8分鍾較爲合适，既能(néng)傳達豐富、完整的信息，又不容易引起(qǐ)觀衆疲勞。可根據想要傳遞的信息容量來判斷時長(cháng)，從而選擇用哪種(zhǒng)形式制作。
The duration of short videos should be controlled within 3 minutes, which can quickly and concisely spread information. A promotional video with a duration of 5-8 minutes is more appropriate, as it can convey rich and complete information without easily causing audience fatigue. You can determine the duration based on the amount of information you want to convey, and then choose which form to use for production.
02内容表達
02 Content expression
企業宣傳片的内容有深度和具體化，我們需要對(duì)其傳遞内容進(jìn)行深度加工和設計，以理性的理解和傳播來代表。而短視頻則以短平快、内容碎片化爲特點，是種(zhǒng)感性的理解和傳播，能(néng)夠傳播些簡單、局部的信息，并不能(néng)將(jiāng)實際的本質表現出來。
The content of enterprise promotional videos has depth and specificity, and we need to deeply process and design their transmission content, represented by rational understanding and dissemination. Short videos, on the other hand, are characterized by being short, straightforward, and fragmented in content. They are a form of emotional understanding and dissemination that can spread some simple and local information, but cannot express the actual essence.
03制作形式
03 Production form
企業宣傳片需要品質輸出，前期策劃、中期拍攝、期剪輯、加入特效、配音，這(zhè)些都(dōu)是制作公司會根據企業的需要進(jìn)行的，過(guò)程比較複雜，也比較嚴謹。短片的流程不會那麼(me)複雜，通常隻需拍攝片段即可。所以這(zhè)也是企業宣傳片的制作成(chéng)本比短視頻要高得多的原因。從制作難度及設備要求就有很大的區别。
Corporate promotional videos require quality output, including early planning, mid-term filming, post editing, adding special effects, and dubbing. These are all carried out by professional production companies according to the needs of the enterprise, and the process is relatively complex and rigorous. The process of short films is not that complicated, usually only shooting clips is necessary. So this is also the reason why the production cost of corporate promotional videos is much higher than short videos. There are significant differences in production difficulty and equipment requirements.
04适用性
04 Applicability
宣傳片視頻格式多爲橫版，宣傳片可應用于項目洽談、推介現場、展覽活動、投标、招商、上級工作彙報、産品形象及宣傳統渠道(dào)使用企業宣傳片。短視頻視頻格式多爲的豎版，主要應用于手機端投放。相比較而言，短視頻應用就不及宣傳片廣泛。
The video format of promotional videos is mostly horizontal, and promotional videos can be used for project negotiations, promotion sites, exhibition activities, bidding, investment promotion, superior work reports, product image, and unified promotion channels to use enterprise promotional videos. Short video formats are mostly vertical versions, mainly used for mobile advertising. By comparison, short video applications are not as widespread as promotional videos.
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