Everyone is talking about fan marketing. What else can Meitu XiuXiu do besides photo editing?

From the globally popular game Pokemon Go to the AR red envelope battles during the Spring Festival in the past two years, to Meitu XiuXiu 's AR cute photos, visual social interaction is undoubtedly becoming a trend. We don’t know what new tricks fan marketing will come up with next, but we can be sure that it will be related to AR.

There is a mysterious historical story that originated in 67 AD. Every other dynasty would build a high-rise building, but as time went by, each floor would sink into the ground, and there are now 72 floors. In order to explore the secret, the group embarked on a novel adventure.

This is not a suspense novel or a science fiction movie , but the country's first suspense adventure reality show - "The 72-Story Tower". Logically speaking, with its innovative positioning, the support of a strong cast including Kris Wu, Wu Lei, and Simon Yam, and the strong promotion of the veteran variety show Mango TV, it would be hard for this show not to be popular. What's more, this is the first time that Nanpai Sanshu, the leading figure in suspense and adventure novels, has entered a reality show.

However, the reality is that the show's ratings have been far below expectations since its launch. It wasn’t until Zhao Liying’s return in the third episode that the sluggish ratings recovered and created a wave of popularity on social platforms.

“Fan Marketing” is all about participation

You know, the influence of other cast members is not weak, so why is Zhao Liying's effect so "immediate"?

It’s actually not difficult to know the answer. On Sina Weibo , as long as you search for Zhao Liying, you can see the topic #赵丽莹萌拍# dominating the screen. This is exactly the AR cute photo effect tailored for Zhao Liying by Meitu XiuXiu based on the real scene in the 72-story building. Now, fans can not only watch Ying Bao’s adventure through the screen, but also participate in person through AR cute special effects and feel Zhao Liying’s joys, sorrows, and anger. The topic was online for 3 days and received over 70 million hot discussions, which is enough to show that the "Fireflies" are very fond of this routine.

Lei Jun, an expert in fan marketing, once said: "To some extent, what Xiaomi sells is not mobile phones, but a sense of participation." This time, the cooperation between Meitu and Zhao Liying is actually using the new AR technology to enhance the sense of participation of fans and greatly increase the ratings of "The 72-Story Tower".

"Fan Marketing" It's not easy to say I love you

The concept of "fan marketing" is not new, but under the trend of visual social networking dominated by pictures and videos, how to stimulate fans' enthusiasm for participation and transform it into marketing potential has become a common problem faced by many celebrities, variety shows and companies.

1. Mainly based on traditional advertising, lack of participation

In the past, television and radio created a communication context, but now WeChat , QQ and Weibo create a social context. However, due to the lack of the ability to segment customers and integrate marketing resources, most celebrities and companies still follow the traditional marketing approach to place ads in traditional media such as hard advertising and print ads.

This kind of heavy media and weak social placement makes many users only use it as a tool to obtain information, and fails to attract them to participate, which is precisely the key to fan marketing.

2. Serious homogeneity and lack of individuality

Negroponte, an American digital expert, once said: "Too much information is equal to no information." Therefore, after downplaying product information, you must think from the perspective of your fans and consider what kind of content they need from their perspective, and convey product or brand information subtly.

However, the reality is that in today's world where digital marketing and fan marketing are popular, homogenization often occurs. Rewarding H5 content with prizes and lucky draws have become standard "fan benefits", but the effect is getting worse and worse. The reason is that we have not fully understood the needs of specific groups of people and have not made targeted delivery.

How to do fan marketing?

There are so many pain points, so how can we make the most of the " fan economy "? Before answering this question, let’s take a look at the Meitu hand-painted selfie activity that was popular abroad before. In January 2017, Meitu launched a hand-drawn selfie feature based on artificial intelligence . Because it allows users to transform into cartoon hand-drawn images in seconds, the special effect was used by 15 million users on the first day of its launch, including many movie stars, well-known hosts and influential KOLs .

For example, Brie Larson, the Best Actress winner at the 88th Academy Awards , posted her hand-painted photos on her personal Instagram, using the "Mermaid Tears" special effects of Meitu XiuXiu to create a beautiful and dreamy European and American fairy tale. James Ke, a well-known American talk show host, Mat, the head of BuzzFeed News website in San Francisco, YouTube talent: Daniel James Howell, his YouTube channel is called danisnotonfire and is a popular British celebrity blogger. Many celebrities and KOLs also spontaneously use China's Meitu, attracting their fans and users, triggering social viral transmission .

In the United States, within a week, Meitu XiuXiu jumped from outside the top 1,000 in the free list of the app store to 11th place. This is the best result for Meitu's APP and also the best result for Chinese software in the US market. The achievements Meitu has made in both the domestic and international markets are sufficient to testify to its tremendous success in products and operations . To sum up, there are roughly three aspects.

1. A large audience with the same tone

Whether it is "hand-painted selfie" or #赵丽莹萌拍#, their launch is in line with the current young people's pursuit of fashion, fun and personalization. According to data disclosed by Meitu, as of December 31, 2016, Meitu's imaging and community application matrix has been activated on 1.1 billion independent devices worldwide; and Meitu XiuXiu has more than 100 million users at home and abroad. Therefore, as long as you can grasp the pulse of users, it is not that difficult to achieve the small goal of attracting hundreds of millions of fans to participate.

2. Product linkage forms a powerful communication matrix

In addition to Meitu XiuXiu itself, Meitu also owns a rich product matrix including Meipai , Beauty Camera, Beauty Camera, and Chao Selfie. The rich product line not only meets the personalized needs of user segments, but also can be linked to each other. When a product launches a new feature, it can derive more targeted and diversified marketing methods to form a powerful communication matrix.

For example, earlier Meitu Company carried out effective brand promotion and traffic guide for Dior through the linkage of multiple matrix products such as the opening screen startup page and homepage background board of its Meitu XiuXiu, Beauty Camera, Chao Selfie, and Beauty Camera, thus bringing Dior up to 300 million exposures.

3. Deeply engaged in AR, a veteran in visual social marketing

A large number of users with consistent tonality and a strong product matrix are essential, but if you want to successfully trigger fan marketing, the most important thing is whether your gameplay is novel. The increasingly mature AR just meets this requirement.

From a technical point of view, the superiority of AR lies in the combination of virtual objects and real environments, allowing the real world and virtual objects to coexist and synchronize in real time, satisfying users' desire to truly experience things simulated in the virtual space in the real world, and enhancing the fun and interactivity of use. According to foreign media TechCrunch, by 2021, the VR & AR market will reach 108 billion US dollars, of which AR's market share will be around 83 billion US dollars. Facebook founder Mark Zuckerberg believes that "in the future, artificial intelligence, AR, and global Internet connections will become the core of social interaction, and AR technology will grow into the most powerful social platform within 5 to 10 years."

Indeed, AR is not an unfathomable high-tech, and opinions vary regarding its development prospects. However, from the popularity of #赵丽莹萌拍# to the previous AR #萌拍# event that received hundreds of millions of exposures, it can be seen that Meitu has actually applied AR to commercial fields such as fan marketing, and has created quite a stir in similar social scenarios, making it a veteran in visual social marketing.

From the globally popular game Pokemon Go to the AR red envelope battles during the Spring Festival in the past two years, to Meitu XiuXiu's AR cute photos, visual social interaction is undoubtedly becoming a trend. We don’t know what new tricks fan marketing will come up with next, but we can be sure that it will be related to AR.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @rrdzcpjl compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map