68%企业遇代运营陷阱！2025千亿市场下如何避坑破局

Core Insights - The short video operation market in China is projected to exceed 80 billion yuan by 2025, with a compound annual growth rate of 35%, but 68% of companies have faced issues such as reduced effectiveness and account mismanagement, leading to an average trial cost of 36,000 yuan [1][2] - Complaints regarding hidden costs and ineffective services account for over 70% of disputes in short video operations, highlighting the risks associated with this burgeoning market [1][2] Market Trends - The industry is undergoing a reshuffle and value upgrade, with 85% of startups aiming for cold start breakthroughs and monthly budgets ranging from 3,000 to 20,000 yuan, while larger enterprises focus on both brand and performance, with annual budgets reaching millions [2][3] - The supply side is characterized by tiered competition, with leading MCNs holding 32% of the market share, while 28% of small teams exit the market due to a lack of data capabilities [2][3] Core Pain Points - The main pitfalls in corporate partnerships include pricing traps, where 90% of packages below 3,000 yuan per month fail to meet standards, and hidden costs can double actual expenditures [2][3] - Case traps involve misleading practices by poor-quality agencies, necessitating verification of real-time data and cooperation proofs [2][3] - Effectiveness traps are characterized by exaggerated promises, with 70% of accounts blindly chasing viral trends ending up with confused branding [2][3] - Contract traps arise from vague terms, with 80% of disputes stemming from unquantified performance indicators and unclear responsibilities [2][3] Recommendations - Short video operations have evolved from mere traffic services to growth engines for businesses, but industry irregularities remain a concern [4] - Companies should prioritize selecting compliant packages priced between 5,000 and 20,000 yuan per month, avoiding low-price temptations [4] - Contract reviews should ensure clear quantification of performance, service details, and account ownership to avoid ambiguous terms [4] - Regular communication and monitoring, dedicating 2-3 hours weekly to check content quality and data authenticity, are essential to prevent "hands-off" cooperation [4]