After studying the 5 subway screen-swiping incidents, I found an interesting thing

The subway is very busy this year and is often posted on WeChat Moments .

1. Advertising is also a part of life

For many small and medium-sized enterprises and individuals, promotion cannot be limited to a certain area. They must learn to break through barriers. Taking the most commonly used social media promotion as an example, it is easy to limit the promotion content to a certain social platform, which is not conducive to dissemination. The conversion between platforms is also quite cumbersome and troublesome.

So let’s take a look at how big companies promote it.

The essence of promotion lies in dissemination.

The purpose is to let more people see your content, but traditional communication methods are now difficult to meet everyone's needs, so let's take a look at a novel promotion method - subway advertising.

Subway advertising plays a vital role in subway culture. On the one hand, pleasing advertising content and advertising forms can beautify the environment and embellish the platforms and carriages very well. On the other hand, since the subway environment is a relatively closed space, passengers' attention to advertisements will increase significantly. In this case, advertisements that lack creativity will cause passengers to rebel and become critical. However, creative and eye-catching advertisements will attract more users. Users will forget the bland copy after reading it, but creative advertisements will appear in our circle of friends.

Advertising is also a part of life . If you don’t believe it, just look at them.

2. Case Analysis

2.1 NetEase Cloud Music

Appeared in Hangzhou Metro Station and the entire Jiangling Road Metro Station in March

This music app, which was launched in 2013, can be regarded as a rising star compared to other music products on the market. NetEase Cloud Music focuses on four core functions: playlists, social networking, brand recommendations, and music fingerprint technology, creating a unique "social discovery and sharing" mechanism.

At the same time as Apple launched the red special edition iPhone 7 and iPhone 7 Plus in March, red-themed "NetEase Cloud Music" "music reviews" also flooded the Hangzhou subway! It melts the hearts of all those who love to listen to songs and have stories...

NetEase Cloud Music captures the hearts of music lovers and emotional users. It has filled the subways and carriages of Hangzhou Metro with music reviews with high likes in order to resonate with everyone and attract them to use this app.

The effectiveness of advertising is determined by data.

Baidu Index Trends for NetEase Cloud Music from February to April

"NetEase Cloud Music" Trends to Watch from January to May

"NetEase Cloud Music" exposure trend from January to August

"NetEase Cloud Music" Android download trends from February to March ( data source : KuChuan)

Judging from the data, when NetEase Cloud Music launched subway ads:

• Both Baidu Index and Haosou Index show a peak after advertising;
• In terms of exposure, there is also a peak during this time period;
• The final effect still depends on conversion. Judging from the Android download volume, there is a certain effect.
• In addition, I analyzed the IOS download rankings from " Cicada Master ". It ranked first on the music list on March 23, and the overall list also rose from the previous 34th to 9th.

Careful people will find that the data does not show results on the first day of advertising, but peaks after continuous dissemination by users. This shows that the user UGC model adopted by "NetEase Cloud Music" is a very good innovation.

Some users said that "NetEase Cloud Music" is not just an APP for listening to music. It is like a tree hole. People come and go every day, leaving countless lonely or happy music reviews on it. Each music review is a story. Even if we have never met them, through these stories, we can still empathize with the joys and sorrows they have experienced.

But even so, "NetEase Cloud Music" still lost some users because of copyright issues. Too many good songs were removed from the shelves. Take Mayday as an example. There are only 24 songs of Mayday (including non-genuine ones) when searching for them on "NetEase Cloud Music". There are even fewer pop songs, while in fact, Mayday has more than a hundred songs. So doing a good job of UGC is one thing, but only if there are more genuine good songs can there be continuous breakthroughs.

WeChat Moments Spread Index: ★★★★★

2.2 Toutiao

Appeared in subways, buses, elevators and other life scenes at the end of March

Have you read Toutiao today?

Normally, we would not pay attention to the advertisements made by Toutiao, but this time, the magical slogan that is different from the usual ones has added a lot of points to Toutiao. It can be seen that in the current fierce competition in new media , not only brands are investing a lot of energy in advertising and marketing , but the news client field is no exception. Toutiao has always emphasized the personalization of content recommendations, so in this advertising and marketing, it has truly achieved "a thousand faces for a thousand people, a hundred personalities for a hundred people", and the accurately positioned outdoor placements and infinitely imaginative ghost videos have indeed occupied everyone's topic circle and won a lot of attention. This kind of new brainwashing method of screen tyrants seems to have opened a new door.

360 Trends of Toutiao from February to August

360 Trend Exposure of "Today's Headlines" from January to August

analyze:

Judging from the Baidu search index and 360 trends, the advertisement has a certain effect. However, judging from the attention trend seen in 360 trends, the effect lasted for a long time. The data from other platforms are consistent with the analysis above and are very effective in a short period of time.

However, this kind of copywriting is rarely circulated in the circle of friends. Do you know why? Because I touch me.

So, are you using Toutiao?

Friends circle communication index: ★

2.3 Zhihu

At the end of March, it appeared in subways, bus stations and elevators in 16 cities including Beijing, Shanghai, Guangzhou and Shenzhen.

Since receiving $100 million in Series D funding in early 2017, Zhihu, with its deep pockets, launched a large-scale marketing campaign at the end of June. In order to attract more new users, this knowledge-based platform even made the biggest revision since its establishment - opening the browsing function to unregistered users to the greatest extent possible.

This is the first time that Zhihu has carried out large-scale advertising two years after it opened for registration. This is also another screen-sweeping event following the subway advertisement launched by NetEase Music Review. Behind all these marketing events that have gone viral, there is a truth that is proven: speaking human language and using UGC are the best ways to go.

Baidu search index for Zhihu from March to August

360 search index of Zhihu from March to August

Exposure volume of Zhihu from March to August

analyze:

Offline advertising was invested in late March, and peaked from the end of March to the end of April. And at present, it has the highest exposure. Zhihu is Zhihu. I remember a saying: "If I didn't study hard when I was a child, when I grew up, I could only like other people's posts everywhere." There are many great people on Zhihu, so they say a lot of sharp and unrepeatable words, which can touch more people and spread them.

Friends circle communication index: ★★

2.4 Momo

Appeared in subway stations and bus stations in Beijing, Shanghai and other cities in mid-April

Momo, which just announced its transformation into a pan-entertainment social platform at the end of March, has used a large number of offline advertisements to make its presence felt. From the style of the subway posters, we can see that "Momo" targets active young people. The advertising copy is divided into three sections with a contrasting background, which is in line with the reading habits of young users and thus resonates with them. Each advertisement contains the words “get to know me through video” in the hope of highlighting its recently transformed “video social” positioning.

Baidu search index for "Momo" from March to July

Momo’s attention trends from March to August (data source: 360 Trends)

Judging from the Baidu search index, the search index in April broke the historical high, but it is obvious that the purpose of "Momo" is not only to attract attention, but ultimately to get users to download, so let's take a look at the daily download trend during the period when "Momo" was advertising.

Data source: Kuchuan

Obviously, if the advertisement is well placed, the download will not run away. This novel subway advertising has brought many opportunities to "Momo". In the past, "Momo" was famous for dating, but now "Momo" is famous for live streaming . A netizen commented: I will give the anchor 3,000 yuan worth of rockets even if I don't eat or drink this month. When the anchor said thank you boss, my friend you are so nice, I felt the admiration and envy of countless IDs. Worth it!

According to news on August 23, anchor has now become a profession, and Momo's live broadcast has also made many people famous. Yesterday, Momo released its second quarter 2017 financial report, showing net revenue of US$312.2 million, a year-on-year increase of 215%. Not measured in accordance with U.S. generally accepted accounting principles, the net profit attributable to Momo for the period was US$73.8 million, a year-on-year increase of 218%, marking ten consecutive quarters of profitability. In June 2017, Momo's monthly active users reached 91.3 million, a record high.

This is also the reason why 360 trend data shows that the attention to "Momo" was so high on August 23.

Friends circle communication index: ★

2.4 DingTalk

Appeared at a subway station in June

DingTalk was planned and launched by Alibaba Group in January 2014 and created by Alibaba's LaiWang product team. It focuses on improving the office and collaboration efficiency of Chinese companies. On December 1, 2014, DingTalk was officially released.

DingTalk’s subway advertisement is a tribute to entrepreneurs . “The road to entrepreneurship is long and difficult, and it is hard to describe it in words.” Despite this, Alibaba DingTalk still used 26 entrepreneurial stories to depict the hardships of entrepreneurship and the coolness of persistence:

The "DingTalk" subway advertisement was laid in a subway in mid-June. The WeChat official account posted a message on July 3: "Please answer, entrepreneurs!" It received more than 20,000 reads, more than 400 likes, and hundreds of comments. Does it have any effect? Please see the following figure:

DingTalk’s attention trends from May to July (data source: 360 Trends)

Baidu search index for DingTalk from May to August

*Data source: Chan Master

From the trend chart we can see:

• WeChat tweets experienced peak exposure in mid-June and July;
• The increase in downloads was particularly noticeable;
• Judging from the attention trends and search indexes, an obvious feature is that the data is sluggish on weekends, all due to work needs!

So if you put rice in, you will get food. Advertising is still effective. However, at present, with WeChat as the main social platform, it is difficult for users to accept another software. In my experience, most of the reasons for downloading and using it are: business needs and company choices. But what the future will be like depends on everyone's witness.

Friends circle communication index: ★★

3. Ads should resonate

From the above five examples, we can see that in order to maximize the value of subway advertising in the new media era, on the one hand, it is necessary to have high-quality content creativity as the basis, directly hit the user's pain points, trigger the user's self-propagation effect, fully consider the high-value thing of "user sharing", and invest more energy in thinking, innovating, and designing higher-level "sharing opportunities." On the other hand, it is necessary to do some analysis and screening of the delivery channels . After all, not all subway lines in all cities are suitable. Don’t spend money and get nothing done!