Video promotion tips: A hit? Just 15 seconds is enough!

Why are more and more brands investing in short video marketing? What are the marketing advantages of short videos?

In the past two years, short videos have emerged as a new force, and their content has covered more than 100 vertical fields, including food shows, store visits, beauty, fashion, and reviews.

As user preferences change, the future trend of short videos developing into more segmented vertical fields has become its future trend. Short video platforms have also become traffic entrances for major brands.

Some even believe that short videos may become the industry standard. This means that not only platform companies that make short video apps, but all industries should incorporate short videos as an important element.

The emergence of short videos has brought about a collective transformation of the communication context of the times. For brand owners, such a new medium has explorable marketing possibilities.

How to use short videos to help brands achieve market growth and establish competitive barriers has become one of the important topics that brands are currently considering.

1. Short videos are becoming a new marketing track

Short videos have become the "new favorite of the nation."

QuestMobile data shows that 4 out of every 10 mobile Internet users use short videos, and their usage time accounts for 7.5% of the total mobile Internet time.

Data from QUESTMOBLE TRUTH China Mobile Internet Database shows that in March 2018, instant messaging, online video, comprehensive information, and short video accounted for 32.2%, 8.8%, 8.3%, and 7.4% of the total usage time of China's mobile Internet's secondary popular industries respectively.

In February this year, the QUESTMOBLE TRUTH China Mobile Internet Database showed that after mobile social networking, which accounted for 32.2% of the total, short videos became the second largest application type in the entire mobile Internet with a share of 12.3%, surpassing online videos, mobile games and other categories.

In the content social track, short videos are coming like a wave.

The popularity of short videos proves that this form of content consumption has been widely accepted by users. After text and long videos, short videos have become an effective medium for brands to compete for user time and increase user stickiness and activity.

What is the marketing value of short videos?

The marketing value of short videos goes far beyond the user traffic bonus. Its own characteristics determine its advantages such as wide adaptability, large carrying capacity, and strong dissemination.

Wide adaptability: Almost all businesses can present content through short videos.

Large carrying capacity: The content contained in a 15-second short video would have taken a lot of space to express in the form of pictures and texts in the past.

Strong spreadability: Users have abundant fragmented time, and interesting and informative content is quickly spread and shared.

"Wherever the users are, there is marketing." As the basic logic of the marketing industry explains, based on the rapid fermentation and wide dissemination of high-quality content, short video platforms have gradually become the best publicity platform for brand marketing.

Various short video platforms are also constantly exploring and deriving innovative ways of playing to tap into the greater commercial value of short videos.

What are the advantages of Tik Tok?

1. Traffic value, expand brand coverage

The greatest marketing value of Douyin lies in the huge number of users on the platform. According to the "2018 Douyin Big Data Report", as of December 2018, the number of daily active users of Douyin in China exceeded 250 million, and the number of monthly active users exceeded 500 million.

2. User value, improve brand conversion rate

In terms of user quality and short video presentation format, Douyin has greatly shortened the communication and conversion path from brands to users, thereby improving brand marketing efficiency.

3. Product value, increase brand interaction

There are many ways to play on Douyin, which can help brands interact better with users, and the deep immersive mode makes it easier to convey brand information.

Today, Douyin has become a national short video platform. Douyin has also developed a more comprehensive layout for the exploration of short video marketing, and has output more innovative and comprehensive marketing solutions.

2. User changes bring new marketing challenges

The information form of mobile Internet has undergone a content transformation from pictures, texts and videos to short videos. This transformation has brought about tremendous changes in the entire marketing environment.

Currently, users have changed significantly in three aspects:

1. Changes in user production behavior

UGC (user-generated content) is one of the main features that distinguishes short videos from other videos. For long videos, the content production model based on PGC (professionally produced content) makes users act more as "audiences". Short videos provide users with greater autonomy.

Everyone can be a short video content producer.

For users, short videos can motivate them to watch and create more, and in this process, users are also given multiple roles such as content producers, recipients, experiencers and consumers.

On the TikTok platform, users are more willing to record their "highlight moments". Data from Douyin’s “Highlight Moments” in 2018 showed that the user keyword recorded 3.65 million gatherings, 5.83 million marriages, and 2.35 million graduations. In 2018, there were 260 million check-ins in Chongqing alone.

2. The location where users access content is more random

Recently, many hot social issues have fermented and exploded on the Douyin platform. It can be said that short videos have become an effective way for users to obtain information.

In the past, it might take a long time to read an article, but now, a short video of dozens of seconds can provide people with the information they want.

3. Users consume content at a more flexible time

Data from Douyin’s backend shows that in March 2018, clothing, beauty products, and daily necessities ranked in the top three categories of Douyin’s popular items.

The user composition and behavior patterns are undergoing tremendous changes, and short video marketing faces challenges:

First, the convergence of marketing models has caused users to be relatively aesthetically fatigued;

Second, the inherent marketing thinking model fails to take into account changes in user behavior, resulting in the content produced failing to resonate with users and resulting in poor conversion effects.

Third, marketing costs are rising while user acceptance is decreasing.

How to solve marketing problems has become an urgent issue that many brands need to solve.

3. New Douyin Marketing Solution

Today, user behavior has undergone tremendous changes, and products need to undergo a comprehensive upgrade. The goal of the upgrade is to stimulate user interest and interaction, enhance the product's ability to tell stories and impress users, and thereby improve advertising conversion efficiency.

In 2019, Douyin completed the construction of product capabilities at the application layer. Through the dual links of advertising + content, it fully stimulated the vitality of the application layer and helped brands achieve in-depth transformation.

1. TopView Super First Place

TopView Super First Place is an advertising format launched by Douyin.

TopView Super First Place consists of two states: full-screen video playback without interference and information flow interaction. This structure makes the entire video very smooth without pauses. It is difficult for users to feel its switching process, and users can naturally receive the information that the advertisement wants to convey.

In addition, this method combines the value of high activation state and the value of information flow conversion, conforms to user experience, and can greatly enhance the brand communication effect.

In summary, TopView has the following major features:

① Shocking visual effects

The full screen is visible at first glance, which can maximize brand memory.

② Complete expression

The 60S ultra-long display time can enhance the creative space of the content.

③ Native immersion

The full-screen immersive experience can stimulate users' desire to watch.

④ Interactive precipitation

Focusing on front-end interaction is more in line with user habits.

⑤ Launch environment

Without the above interference, a better and safer advertising environment is created.

2. Pop-up stores

The emergence of pop-up stores provides a good one-stop marketing solution for brand new products. Pop-up stores attract user attention in the form of content + traffic, work together to strongly promote products, and then enhance the experience through differentiated pop-up store design, so that users can get products in one place. Finally, the accumulated fans and attention will be deposited into the company's Blue V.

Douyin has customized several marketing methods for pop-up stores, including limited-time reservations and social fission, which effectively help brands create a marketing pop-up atmosphere.

In terms of user experience, Douyin has also opened up the user conversion process, enabling purchase reservations to be made in pop-up stores.

In 2019, Xiaomi crossed over into Douyin and launched the independent brand Redmi Douyin pop-up store. Redmi’s first new phone was available for pre-order on the Douyin platform on January 7. Xiaomi CEO Lei Jun also shot his first TikTok video in his life.

Through the Douyin pop-up store, Xiaomi achieved 5.58 million reservations and sold out within an hour. The pop-up store was a great marketing opportunity for Xiaomi.

3. POI (Point of Interest)

There are a large number of high-quality users on Douyin who love life and love sharing. These users produce a lot of interesting and well-received content, which can stimulate other users' demand for offline experience and exploration.

Based on this background, Douyin has developed a series of product capabilities to deeply explore the commercial linkage capabilities of POI (points of interest). For example, in the cooperation between Suning and POI, Douyin adds a POI point to the content. When users see the content, they can click on Suning’s generation page to view offline information.

During the Spring Festival, Watsons crossed over to Douyin and launched the "2019 Be Yourself, Beauty Makes Sense" Douyin Challenge. By realizing a closed loop of online to offline traffic diversion and offline stores feeding back to the online, it ultimately achieved the superposition of online traffic and offline customer flow, completing the traffic counterattack in offline business scenarios in the mobile Internet era.

In the challenge, Watsons stimulated young consumers' desire to perform to the greatest extent through many attractions such as unique "Attitude Declaration" stickers, magical and brainwashing brand-exclusive BGM, a year-old koi gift package, 60,000 surprise magic boxes, etc.

Online, as long as netizens participate in the challenge and bring the location link of the designated Watsons store, they will have the chance to receive a surprise magic box. The idea of ​​the magic box comes from the "lucky bag", which contains cosmetics, skin care products and other trendy brand hot products that are unknown to consumers. It itself has a mysterious sense of surprise, stimulating netizens to go to stores to redeem them after participating in the Douyin challenge, thereby leveraging huge online traffic to effectively convert it into Watsons' 150 offline participating stores.

Offline, Watsons creatively displayed magic boxes in 150 stores and provided clear material instructions, while simultaneously guiding consumers to enter the store to participate in the online Douyin challenge to receive the magic boxes. By leveraging store traffic to feed back online activities, Watsons once again fueled the challenge. In addition, consumers who post surprise box unboxing videos and trial reports can receive additional cumulative rewards.

In this event, Watsons joined hands with Douyin to commercialize and achieve O2O marketing resonance.

In the end, the Watsons card recycling rate reached 90%, and 11 out of every 100 users posted a usage report to the challenge.

At present, Douyin has established a rich and diverse advertising product system based on the short video ecosystem, which combines top-level exposure with native reach to meet advertisers' diverse commercial promotion needs.

At the same time, with the support of Douyin DMP and Cloud Map system, advertisers can achieve more accurate audience targeting and coverage, and deposit data into a closed loop to realize intelligent marketing.

With its wide adaptability, strong dissemination and large carrying capacity, short videos have become one of the mainstream ways to spread brand value and promote products efficiently.

The huge traffic support provides the foundation for the development of Douyin's marketing value. As traffic becomes more and more expensive, the competition for existing traffic will become more and more fierce. Douyin, which has a huge number of users, has demonstrated its marketing value that cannot be ignored.

Author: Noteman

Source: Noteman