Wedding Industry-Short Video Distribution Guide!

The wedding industry has always been an industry with rigid demand in China. In recent years, with the continuous improvement of people's living standards and the fact that the post-90s generation has gradually entered the "marriageable age", the wedding industry has become a sunrise industry and is gradually entering the main stage of the service industry. According to the data, spending on weddings has increased exponentially, and consumers' preferences have shifted from traditional wedding ceremonies to more innovative and creative weddings. In order to share this tempting and highly potential "cake", wedding companies of all sizes have tried their best, and a series of novel products such as "creative proposal" and "movie wedding" have emerged like mushrooms after rain.

However, the launch of innovative products is often the first step in marketing. The wedding industry is different from other service industries. It is subject to seasonal restrictions and there will be a clear differentiation between peak season and off-season. In order to further expand customer acquisition methods, its marketing and promotion methods have also advanced from offline flyer promotion to online advertising.

However, due to the low threshold of the wedding industry, wide market access, and the widespread phenomenon of mutual plagiarism in the field, the launch of innovative products has shown a "fault" trend, resulting in customers facing a complicated wedding market and not knowing where to choose. If you want to stand out from the many online businesses, refined content operations are essential!

1. Accurate selection of delivery platform

According to relevant data, the total number of people of marriageable age in my country is 447 million, with an age range of 20-40 years old. The group base is large, which adds a large number of potential customers to the wedding market. However, according to data, due to the impact of the epidemic in 2020, the market size of the wedding industry has declined slightly. In addition, the number of registered marriages in my country is showing a downward trend year by year. The market environment of the wedding industry is still not optimistic. However, as the domestic epidemic is gradually under control, it is expected that in 2022, the sales scale of the narrow and broad wedding market will further achieve a huge breakthrough.

Faced with an increasingly competitive market, online advertising is too costly for small businesses; offline advertising is slow to output and has poor effects. Therefore, for the wedding industry, the "low investment and high efficiency" output platform has become a life-saving straw to break through the bottleneck of industry promotion, and the only platform that can carry such a low-threshold access platform is Douyin.

As of August 2020, the official daily active user data given by Douyin has reached 600 million, covering 29 primary industries and 295 secondary industries, and 100% coverage of cities across the country; the topic alone - #marriage, has been played 67.64 billion times, and the playback volume of other derivative topics is also calculated in billions of times. This means that if business owners in the wedding industry choose to operate a corporate account on Douyin, once they achieve the continuous output of popular videos, it is very likely that they will quickly achieve wide-scale exposure of the brand in a short period of time, quickly reduce customer acquisition costs and increase efficiency, break the various restrictions on brand exposure in traditional channels, and realize a dual-line parallel marketing model online and offline.

2. Clearly define account positioning and fix fan portraits

Before joining Douyin, the most important step is to accurately position your account. The wedding industry includes many vertical sub-sectors. Is your account mainly engaged in creative wedding planning? Wedding photography? Wedding decoration? Or a comprehensive one-stop service? It is very necessary for business owners to clarify the company's product categories and target user groups. This is related to the user portrait of the account. Therefore, the platform will focus on the delivery of corporate videos based on the portrait.

Taking the Brave Love Proposal Planner as an example, after using Douyin's professional operation service, the total number of fans increased by 26,000, and the broken volume exceeded 22 million. Male fans accounted for 51.69% of the account, and female fans accounted for 48.31%. The main age distribution range was between 25 and 35 years old, and the fans were mainly distributed in Shandong, Guangdong and Jiangsu.

According to the report of Juliang Suansu, from August 2019 to August 2021, the pollination of the keyword "marriage" increased by 267.33% month-on-month, and the user search age was mainly between 24 and 40 years old. Among them, the 31-40 year old group accounted for as high as 32.51%, and the TGI index was 92.36, which is the main audience group for wedding videos.

Among them, males accounted for 48% with a TGI index of 96.81, while females accounted for 52% with a TGI index of 103.31. This shows that females are more interested in wedding videos than males. The geographical distribution of fans is mainly concentrated in Guangdong, Jiangsu, Henan and other places.

It can be seen that whether from the ratio of men and women, age distribution or geographical distribution, the fan portrait of the Yongganai account is basically consistent with the fan portrait generated by the Douyin big data algorithm. The account has a higher weight. When publishing works, the platform will also accurately deliver them according to the user portrait and preferences of the account, which greatly improves the user conversion rate. The interactive comments increased by more than 1,500 year-on-year. The company's previous existing customer base was mainly located in Shijiazhuang. After refined operations, it has received inquiries from potential customers across the country, and the monthly lead conversion has increased by more than 1,500.

3. Rationally build a content operation matrix to match holiday marketing hot spots

After clarifying the user portrait, we need to build the account content according to the characteristics of the user portrait. The overall user portrait of the wedding industry shows a trend of getting younger. Therefore, the construction of the matrix content format requires the continuous output of innovative videos with high aesthetic level, combined with current trends. Users are eager to see "innovative", "different", "memorable" and "touching" wedding moments. Therefore, in the process of creating a professional wedding account, the content framework idea can be divided into three parts: "attitude", "depth" and "warmth".

· Have attitude

By taking real photos of the proposal layout scene, customers are led to quickly engage in an immersive experience, from site selection to the layout process, and then to the display of the finished product. A variety of different layout styles are continuously output, which greatly increases the user's real experience and allows users to browse and select in a short period of time. It breaks through the traditional wedding industry's stereotyped promotional video style, messy content, and the huge gap between "seller show" and "buyer show", and comprehensively builds the company's professional, innovative, and fashion-forward brand image, thereby achieving the goal of attracting potential customers.

· Depth

For a newbie who wants to propose creatively, it is very necessary to select in-depth topics and directly hit the user's pain points, for example: Can straight men be so romantic? Let's throw out a question that has the characteristics of the fan group. The pain point of "straight men" who don't understand "romance" is that almost all of them want to give their girlfriends a romantic and unforgettable proposal, but they don't know where to start. Such content construction and obvious topic labeling can greatly resonate with this type of user group. In the process of building such an account, we chose the following aspects:

Documentary of the proposal scene - by recording the proposal scene, the most authentic record is the emotional fluctuations of the person being proposed and the proposer during the proposal process, from surprise, to surprise, and then to the final touching. The small tidbits interspersed in the meantime, the turning points that occur, and the ups and downs of the plot greatly mobilize the user's emotional changes.

Proposal records in different scenarios - breaking the restrictions of traditional proposal locations, it can be proposed in cinemas, parks, KTVs, etc. For people who are in urgent need of creative proposals, this theme can directly hit the user's pain points, and novel ideas never go out of style!

Marriage proposal documentary in different scenes

·With temperature

A documentary of the proposal - who says that proposal must only be touching? The little tidbits and funny clips that appear during the proposal process are all the common memories of the two people. The traditional proposal atmosphere is tense and serious, and contrasting clips are interspersed from time to time, giving users a warmer visual effect.

Marriage Tips - Through copywriting, convey your understanding of married life, thereby triggering resonance among both single and married users and achieving user conversion.

Unlike other production industries, the marketing nodes of the wedding industry are closely related to festival hotspots. Valentine's Day, Chinese Valentine's Day... These traditional festivals will bring their own festival hotspot traffic on the same day. Whether it is the hot topic list or the official recommended video, they are closely related to the wedding industry. Enterprises can use the traffic from official hot spots and cooperate with brand marketing to help accounts achieve explosive growth in a short period of time. The creation of hotspot output also needs to be divided into three parts:

Before the festival - preheating and strengthening awareness : by browsing works on the same topic, creating an atmosphere for major events, and continuously releasing high-quality preheating videos, potential users' interest in the festival can be quickly mobilized.

During the nodes - strong traffic diversion and screen-dominating exposure : on the day of the festival, strong output of relevant video content, combined with store decoration, to achieve all-round exposure, multiple entrances directly to the scene, and use of multiple product combinations to continuously exert secondary dissemination and fission effects.

After the node - long-term conversion and continuous promotion : tracking of conversion leads and continuous promotion, achieving highlight playback of node marketing goals, multi-channel publicity, and node review, giving full play to the residual heat effect to assist in product promotion.

• Create refined operations and make full use of DOU+ support

After building the basic operating framework, the next step is to develop a refined operating plan to create popular videos and define the verticality of the account. Of course, the support of DOU+ is indispensable. Reasonable deployment of DOU+ can achieve the dual drive of "traffic + brand" in the early stage and help the company's traffic to reach a higher level. So, how should DOU+ be deployed reasonably in the refined operation stage?

Currently, DOU+ provides users with 3 delivery modes:

1. Intelligent delivery of the system: The system delivers content based on the content and tags output by the enterprise account through big data algorithms;

2. Customized targeted delivery: Users can set the characteristics of the target audience, such as gender, age, region, etc.

3. Targeting similar fans of influencers: After the company has a certain understanding of the account’s positioning and fan portrait, it can choose to target similar fans of the benchmark account for targeting. The DOU+ delivery rules at different stages are also very different, and the delivery frequency, amount, target group, and selected delivery model are also different.

Phase 1: Account cultivation and distribution - recommendations from fans similar to those of experts

DOU+ delivery at this stage usually breaks the platform's initial traffic restrictions on new accounts. During the account maintenance period, you need to set basic settings such as the account name, introduction, banner image, etc. to facilitate the platform to "label" your account's vertical content.

Phase 2: Helping high-quality content become popular - Intelligent system delivery

Although DOU+ is an official traffic product, there will be no good promotion effect without good content. If content is 1, then the meaning of DOU+'s existence is the infinite 0s behind it. Excellent and eye-catching content selection, professional script writing, high-quality multi-angle shooting shots, transitions, special effects, BGM and reasonable matching of video content output, and standardized operation processes are all necessary elements for the output of high-quality works.

At this time, select system intelligent delivery. The platform will accurately deliver the video to your account based on the content direction of your account, further expand the scope of video delivery, and improve the delivery effect of the video.

Phase 3: Choose the right time, amount and content - Customized delivery

After the number of fans of our account has increased to a certain extent, and we have a clear understanding of the fan portrait of the account, we can choose the product of custom delivery. If you want to produce a popular video through custom delivery, then your work needs to meet the following conditions:

1) Completion rate ＞20%

2) 1-2 hours after publishing, the number of likes for the work reaches 5%-10%

3) The forwarding rate and comment rate reached 1%.

After selecting potential works, you need to follow the principle of "small amount and multiple times". When the DOU+ amount invested reaches 20%-30%, it is necessary to calculate the ratio of commission and investment amount. If the ROI is greater than 1:1.2, it means that the advertising effect is good and you can consider follow-up investment.

The delivery time of DOU+ also needs to follow the platform algorithm mechanism: if you choose to deliver it in the morning, the recommended delivery time is 12 hours; if you choose to deliver it in the afternoon, the recommended delivery time is 6 hours.

5. Professional agency operation services help enterprises to enter the fast lane of marketing

In the early days of entering Douyin, companies usually waste time and energy and fail to achieve the expected results because they do not understand the algorithm mechanism of the Douyin platform, and completely miss Douyin's "large traffic pool". For users, the way to obtain information is fragmented. How to quickly gain the favor of customers in a short period of time and further improve the conversion rate is a bottleneck that every business owner hopes to break through.

Even if your content is of high quality, it is far from enough for the Tik Tok platform. Does the video contain sensitive content? Has the enterprise passed the Blue V certification and obtained platform support? Is the business page of the enterprise store fully configured? Can the video operation plan and DOU+ delivery techniques perfectly adapt to the platform algorithm mechanism? If professional agency operation services are provided to companies, including original script writing, professional videography services, advanced post-editing and production, as well as support from a professional operation team, it will be a booster for the company's online marketing to get on the fast track!

At present, wedding companies want to break the traditional customer acquisition deadlock, break through the barriers of inefficient offline marketing, build their own private domain traffic, and realize the liberalization of full-link solutions from brand establishment-content aggregation-product optimization-user self-operation through refined operation of corporate accounts. Taking the "big cake" in the traffic pool is the best choice to break through traditional marketing methods!