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，想出來的選題要么太自嗨、要么太通用。其實，選題的非常短路徑不在“自己想”，在“問用戶”。
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
短視頻內容的本質是“給用戶提供價值”。非常有價值的選題，往往不是“我覺得有意思”，而是“用戶正在問”。用戶問得非常多的問題，就是非常好的選題——因為那意味著“有一群人正在尋找答案”。
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'.
怎么收集用戶問題：評論區留言、私信提問、行業社群討論、銷售和客服接到的咨詢。把這些真實問題整理成選題庫，就有了持續供應的創作方向，而且每一個都有真實的受眾需求支撐。
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.
選題評估的四個維度
The Four Dimensions of Topic Evaluation
不是所有用戶問題都適合拍成短視頻。拿到一個選題后，用四個維度評估：
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。 這個問題關心的人多還是少？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：需求強度。 用戶只是“好奇看看”，還是“真的很想知道答案”？需求越強，完播率和互動率越高。
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：與賬號定位的匹配度。 這個選題是否在你的內容方向內？離得太遠，容易模糊賬號標簽。
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：內容的差異化。 同樣的選題，別人拍過很多次了，你有沒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“爆款結構”
Three popular product structures for topic selection
結構一：問題型。 直接拋出一個用戶關心的問題，然后在視頻里給出答案。“開一家包子店到底要多少錢”就屬于這種結構——提問本身就在篩選目標人群。
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.
結構二：對比型。 用對比制造認知沖突，引發用戶興趣。“手工包和機制包，利潤差了一倍”這種內容讓人想點開看看為什么。
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.
結構三：故事型。 用一個真實案例或親身經歷串聯內容。“一個加盟商從虧損到盈利，做對了三件事”——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： 選題的核心不是“創意”，是“回應”。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源。與其自己“想破頭”，不如問問用戶在想什么。
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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