Short video marketing promotion strategy skills!

To do brand communication or marketing communication on short video platforms, you need to deal with the following parts:

Point 1: Positioning.

Everyone is familiar with the theory of positioning. Simply put, it is to tell others who you are. But the most important thing here on the short video platform is what we call the expression of personality. To put it simply, it is the so-called real-person appearance, which actually turns the brand into an IP and personifies the brand. This is the first step. One thing that brands, including enterprises, need to do is to personalize their content when spreading it on short video platforms. On this platform, people are more willing to communicate with a living person, add a living person, become his fan, follow him, and like his posts, rather than a cold corporate promotional video.

Point 2: Users.

Young users need you to integrate with them, what does that mean? We have all been blinded by our usual way of thinking, including our understanding of short video platforms and our understanding of young users, which have actually been blocked. The only way to get rid of the blockade is to mingle with young people, speak their language, drink their water, play their games, and so on.

Point 3: Content.

The role of advertising is to talk about brands and products, and the role of the media is to tell stories and values. Therefore, on new media platforms or short video platforms, good short videos are precisely about warmth, scenes, and stories. None of them are blatantly about brands or products. Only through the three dimensions of story, scene and temperature can we make more attractive short videos and spread the core values ​​of a brand or product. From these three main dimensions, we can build a complete personalized brand image of the company headquarters. We are a group of reliable companies, we are a very trendy company, we are a very cool company, and so on. Similar core value propositions.

This is an interaction between typical users, corporate employees and our company's brand value. From the perspective of an employee or a typical user, I can interpret the changes that the brand has brought to me, the changes that the product has brought to me, and my experience of using the product. Similar content can continuously generate and output value.

Point 4: Spread.

Communication is actually a matrix-type behavior, a combination of punches. Generally speaking, we need to consider the following dimensions: first, different levels; second, different customers; third, different value propositions; and fourth, different communication content . Let's use a simple coordinate system to communicate our understanding of communication, especially based on short video platforms, such as Volcano Video, Douyin, and Kuaishou. Our horizontal axis is to quickly promote your brand and achieve sales goals, and the vertical axis is our sales level.

For example, some large brands have headquarters, regions, provinces, city companies, etc. We make a hierarchical division according to this. What about small marketing companies? Even if you don't have regions or provinces, you actually have management levels in your company's marketing team, such as front-line employees, managers and company executives. These are also your sales levels, and you just need to do a transplant. A matrix system built using such a horizontal and vertical axis is actually what we need to do in the entire short video promotion and marketing.

Point 5: Planting grass

The ability of short video platforms to promote content is beyond doubt. Especially in short video communities with a strong interactive atmosphere, the full vertical screen immersive viewing experience, the decentralized communication model, the real social relationship chain endorsement, and the more forward-looking interactive conversion path can maximize the user's desire to buy.

In order to help brands upgrade their conversion efficiency, short video platforms have also begun to develop and build application-layer products, launching e-commerce, POI, mini-programs and other products to achieve full-link marketing more smoothly.

With the complete marketing model of "enterprise account operation + advertising exposure + topic marketing + expert marketing + e-commerce conversion", the brand can quickly achieve large-scale exposure, rapidly increase product popularity, stimulate user purchasing intention, and through e-commerce components, connect the planting and pulling of grass, from attraction, experience to sedimentation, and complete the marketing closed loop in one stop.

Point 6: Traffic Thinking

If a brand creates carefully created content just to gain one-time traffic, it will not be worth it. The key is to make in-depth use of content and long-term management of fans.

Brands continue to produce high-quality content in order to gain high-quality fans. It is obvious that the value of users is greater than the value of traffic, and brands must transform traffic thinking into user thinking. These users not only have high stickiness, but are also very proactive in helping promote the brand.

Therefore, over time, the value of fans will continue to grow and become an important part of brand assets. Brands can continuously track the status of target users, establish long-term and stable relationships with users, operate over the long term, and comprehensively manage the user life cycle.

Point 7: Short Video + Layout

Short video marketing is not just marketing on short video platforms. With the strong arrival of the short video trend, major Internet platforms are implementing the "short video +" strategy.

For example, all major content platforms are promoting "short video content embedding", setting up independent short video sections and short video shooting and uploading functions on the platform to increase user activity and retention time on the platform.

For example, e-commerce platforms are promoting the "embedding of short video functions", embedding short videos as a platform function, thereby achieving product optimization, enhancing user experience, and improving user platform loyalty.

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Author: Network

Source: Internet