How to play short video promotion marketing nodes

As a person engaged in short video promotion and marketing, I don’t know which node to take advantage of this year and at which node to make a big move? Then you must read this 2019 short video holiday marketing strategy!

Festivals have always been a time point that companies and businesses pay great attention to in conducting marketing. "Festival marketing" refers specifically to marketing activities that use a combination of advertising, sales promotions and other methods within a specific period of time to meet people's holiday consumption and psychological needs.

There are generally two purposes for brands’ holiday marketing: one is to promote specific products, and the other is to promote the brand. The promotional channels generally choose popular traffic gathering platforms.

In combination with the current popular short video promotion channels, Chengwaiquan will focus today on discussing how to help advertisers use differentiated short video promotion content to build brand influence in short video promotion, effectively integrate short video KOL resources, cover brand information in all directions, and realize interactive monetization.

In other words, how to help brands better drive traffic and monetize on short video channels during holiday marketing nodes.

Through the Valentine's Day marketing node that just passed, we analyzed how to ferment short video marketing. How can brands take advantage of the marketing node to become popular? The editor has specially summarized the short video marketing methods for four marketing nodes.

1. Emotionally driven KOL original stories

Brands can soft-implant brand products through KOL original plots, bring strong and distinct emotional factors into the plots, create a surprising and romantic atmosphere, or make users laugh like crazy or be moved to tears, and evoke users' past memories and recollections.

For original story-telling short videos, the scenes should be clear and the sense of immersion should be strong. The control of the plot content plays a key role in the communication effect.

The second is the depth of the talent’s creative skills and the stickiness of the fan group behind him.

Third, the right timing for advertising placement, what kind of products to debut and how to place them, are all very much a test of influencers’ and brands’ advertising sensitivity.

2. Official topic challenges, driven by traffic big V, guide UGC participation, set off a storm of imitation

Find the keywords for each holiday marketing node, which can stimulate a variety of topics. One of the more authoritative ways to play short videos is the topic challenge, in which the brand officially releases the topic, which is led by influential Vs with great traffic, attracting a large number of UGC users to participate and setting off a wave of imitation on the short video platform.

Topics such as the Valentine's Day CP Challenge, Truth or Dare, Gift Opening Challenge, and Funny Couple Photos are all topics that brands in the beauty, fashion, and food industries can consider.

3. Good product lists, experts promote products to increase sales

At present, one of the most popular short video methods on Douyin is the recommendation of good product lists. It softly implants product/brand/store and other information in the product list, and cultivates users' purchasing desire through short videos in the form of "picture switching + BGM".

This gameplay is especially suitable for major gift-giving time nodes, such as before Valentine's Day. The grass-roots effect of the good things list recommendation cannot be underestimated.

Because at the beginning, users are still in the observation period when choosing gifts, brands can expose products in the form of lists, and have multiple experts take turns to recommend them, labeling the products as "good things worth recommending", quickly locking in mainstream consumers, stimulating user favorability, and efficiently promoting orders.

For example, the theme of the list can be defined as "A collection of must-have artifacts for Valentine's Day", "A practical artifact for dating", "A high-end love token between couples", "The most complete list of gifts for boyfriends in history", "214 Valentine's Day gifts that girls can't resist", "A collection of high-value watches for men and women", etc.

4. The places where Internet celebrities check in online attract offline consumption

Eating, staying, traveling and shopping are other ways to gather and relax during the festival.

With the help of traffic-generating KOLs, we can shoot details of offline dining, accommodation and other consumption, emphasize the recommended food, accommodation facilities and environment, etc., to trigger user comments, and at the same time locate or leave a message at the place where the visit is, so as to achieve the purpose of attracting offline consumption.

This type of gameplay is commonly used in industries such as tourism, hotels, restaurants, and supermarkets.

Offline event operation fans

(1) Offline activities with public participation

One feature of short videos is that the threshold for participation is low. The entry threshold for national participation activities is also very low, but the participation rate is very high.

National participation activities not only include users from all walks of life, but also output interesting content.

We can strengthen interaction with fans through such activities, which can help us improve fan activity, retention rate and increase the number of fans to a certain extent.

(2) Organize theme activities

The theme event is aimed at users in a vertical range. If you are engaged in vertical short video content operation, this type of fan operation method is more suitable.

On the one hand, this method can increase popularity and enhance fan stickiness.

(3) Regularly hold meet-ups

Just like a celebrity meet-and-greet, this type of event is very suitable for influential and charismatic short video content creation teams.

The fans of this type of team will partially overlap with the brand advertisements they receive. Through such activities, they can drive the purchasing power of fans and strengthen the connection with fans.

Author: Network

Source: Internet