Chinese Valentine's Day short video advertising marketing promotion!

That’s right, the annual Dog Abuse Festival is coming. Dear advertisers, are you ready to start the “Dog Abuse Contest”?

In fact, not all brand owners are suitable to participate in the marketing node of the Chinese Valentine's Day. Compared with some maternal and child care, 3C digital, game and animation, and education and training industries, the beauty and daily chemicals, clothing and luggage, food and beverage, and luxury gifts industries are more popular.

So for advertisers who value the marketing opportunity of the Qixi Festival and are ready to make a big move at this point, after choosing the right category, they must then choose the right target audience. What kind of consumers are the target audience of this marketing node? It is understandable that singles are excluded on this festival for couples. Of course, some non-single straight men (if they can find girlfriends) are also excluded. The remaining ones are the girls who pay attention to the ritual of life and look forward to the expression of love, who are our key target users.

Why choose short video marketing?

If you asked me two years ago what are the well-known fields of e-commerce? I would definitely blurt out Taobao, JD.com, Tmall, and Suning.com. Of course, they are still as popular as they were in the past, and no one has shaken their position so far. However, after decades of rapid development, traditional e-commerce has grown from its initial immaturity to maturity. The slowdown in growth, high costs and increasingly fierce competition have led to rising customer acquisition costs. According to statistics, the scale of online shopping transactions in China reached 8.0 trillion yuan in 2018. The user growth rate of traditional mainstream e-commerce platforms represented by Tmall, JD.com, Vipshop, etc. has continued to slow down to 20% or even lower.

Therefore, they are looking for a more efficient, cheaper and more sticky source of traffic. Therefore, in this rapidly developing mobile Internet era and the upcoming 5G era, mobile social e-commerce has entered the vision of the majority of users in a richer and more mainstream form. Short videos have received more and more attention on many social platforms due to their outstanding features of wide adaptability, large carrying capacity and strong dissemination. In addition, short video platforms have also become the focus of advertisers with high fan stickiness, high product conversion and high-precision user matching.

Which platforms are worth investing in?

So with the upcoming Chinese Valentine's Day in 2019, which social platforms will advertisers choose for marketing?

1. Tik Tok ads

Currently, Douyin advertisers will choose to use the celebrity effect or famous internet celebrities to shoot or create UGC content for soft and hard advertising promotion (including DOU+) and embed celebrity live broadcast promotion; Douyin’s current promotion channels mainly include: splash screen advertising (strong visual impact without interference), information flow advertising (seamlessly integrated into the recommendation flow), Douyin stickers/video pop-ups (actively spread to enhance brand favorability), music commercial storage (actively spread brand words directly), topic challenges/labels (enhance user participation and concentrated brand exposure)...

2. Kuaishou Advertising

It pays more attention to the relationship between content and fans, has a relatively fair recommendation mechanism, increases the probability of displaying video content for users with different needs, has a strong bond and strong sense of identity between advertising and fans, and has high user retention and loyalty.

3. Weibo Fans Channel

Cross-border e-commerce, community-based, word-of-mouth database, emphasis on user experience and speed of dissemination. First of all, Weibo relies on celebrity traffic to direct traffic to the platform, so Weibo has exclusive celebrity tags, and users follow suit to buy; it also uses the KOL’s voice and influence to implant the brand product image into the fan impression, increase brand exposure, strengthen the audience’s brand impression, guide consumption, trigger users to place orders, and improve conversions.

Brand + Platform

After brand owners choose a platform, they also need content that can reach deep into the hearts of users. Nowadays, short video platforms are flooded with homogeneity. If you want to impress users, you first need to be original and then be sincere. Especially on the romantic festival of Chinese Valentine's Day, real and emotional content will be the icing on the cake. This is the first step to improving brand favorability. The brand spirit is endowed on a series of exquisite, interesting and heartfelt content, and product conversion is achieved through all-round interaction with users through advertising copy and video content, and live broadcast is used to carry out diversified brand marketing to increase product sales. Finally, full-network communication expands the momentum and continuously converts sales, helping to accumulate brand fans.

There are less than 15 days left until Chinese Valentine’s Day. If brand owners want to take the lead and stand out in this Chinese Valentine’s Day marketing campaign, they must take action now!