Master these three secrets of new media, and you can also go viral on WeChat Moments
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Whether it is the BAT giants or emerging startups , new media has become the first choice for product and brand communication, but countless companies have spent money and wasted time without any results. The successful cases on the market always belong to other people's products. But everything has its own rules. If you master these three secrets of new media, you can also go viral on WeChat Moments. Extracting product needs or pain points is the basis Regardless of any product or event, the starting point of communication is to find the user's demands and to look for content or products that can truly impress the user and trigger user dissemination. This is the core of communication. The criteria for judging this opportunity is whether it has a unique attribute, whether it can solve a certain need of the public, or hit a certain pain point of the user. Whether this point carries enough transmission to users. Like faceU, the needs it solves are users' love of fun, love of beauty, and vanity; like Snake, its pain point may be to kill boring time and meet the entertainment needs of fragmented time. In the entire communication hub, the key is to find the precise communication points. New media communication is different from other media. If you make a TV series, you can tell the story slowly and present the content you want to convey in a hierarchical structure. However, on new media, the content is fragmented. Whether it is Weibo or short videos , the information and time carried by the communication are limited, and the communication scenarios between users and products are also very limited. Therefore, the requirement for communication is to be as simple and vertical as possible, not to say many things at the same time, and all marketing points should not exceed three. Basically, one or two points are most appropriate. Make it clear what problem this product is going to solve and present it as simply as possible. The form of communication is key There is one thing that needs special attention when communicating, that is, the media and communication form should not exceed the product itself, so as not to overshadow the product. A while ago, Tencent Animation made an H5 promotion page for Xue Zhiqian , which went viral on WeChat Moments. After watching it, many people thought it was a really cool activity and it was forwarded by many people. But after the spread, there was basically no change in the overall ranking of the APP store. The huge contrast between the hot publicity and the product download volume shows that it did not meet the needs of users and the communication did not impress users. Afterwards, I chatted with several users who had seen it, and they all said that Xue Zhiqian’s H5 performance was very interesting, but few people remembered what the specific product was. Although Tencent Animation implanted it three or four times, the final impression was still very bland. In sharp contrast to this, I previously promoted a reading software that contained a series of novels and animations. The appeal points of the communication are very simple: first, this is an APP for reading novels and animations for free; second, it contains the most popular works at the moment, such as The Princess Weiyoung. The data presented at the end of these two appeal points brought about a 10% conversion rate from reading to activation. For users, too fancy a presentation will become a spreading noise and to some extent reduce users’ understanding of the product. However, when a good product appeal is combined with a particularly exaggerated form of expression, and the two can be perfectly combined, such as faceU, then this can produce excellent results; but if they cannot be perfectly combined, the user's attention will quickly be attracted by the form. When a user thinks that Xue Zhiqian is more attractive to him than Tencent Comics, he will focus on watching Xue Zhiqian and will not pay attention to Tencent Comics. In contrast, Tencent has a product that is photoshopped every day, and it has better control over the dissemination process. The first dissemination event was using the Empress of China to make Wu Meiniang makeup, which perfectly combined popular trends and products and brought very good market feedback. The crying face some time ago also received good conversion. The previous event of New World and Flight Butler to escape from Beijing, Shanghai and Guangzhou was originally a brand event for Flight Butler. People in the industry think that Xin Shi Xiang has done a very cool promotion for Flight Butler. The form and public relations of Xin Shi Xiang also took the place of the main focus in its communication, distracting users' attention. Personally, I think it may not be a perfect event for brand advertisers. In addition, the situation of "Didi Book Dropping" is the same. For users, they know that it is a book dropping activity of 1,000 books initiated by Xin Shixiang, but it is not clear what the relationship between this activity and Didi is. Therefore, brands must be clear about what information they are conveying to users. When the content of some activities is larger than the brand itself, users' attention will be focused on the content of the activities and ignore the products. For brand owners, the value of this kind of communication is obvious. Choose the appropriate form of presentation to focus the user's attention on the information you want to convey. The structure and transmission time of the media are the core The structure of the entire media will determine how great the impact of the entire viral marketing will be. Therefore, choosing people, platforms and timing are all very important. There are some very interesting details when doing entertainment marketing or movie marketing. The users who spread the message can be divided into three categories: the first category is super KOL: they play the role of super opinion leaders. This was particularly evident when working on the faceU case. The second category is activists: some more active users. They are not the type who can raise flags, but they chase trends and are keen on sharing. They can be understood as active sharing personalities among users. They do not have the attributes of a celebrity personality, but they have the attributes of an internet celebrity personality. The third category is the spectators: the public is blind in their pursuit of popular events. When everyone is talking about something, the first reaction of ordinary people must be curiosity and eagerness to learn about the hot topics to prevent themselves from falling behind in information. The first step is to select people : in terms of media selection, super opinion leaders are generally chosen. This opinion leader needs to have a relatively large influence on core users and seed users . At the same time, we need to discover core users and seed users. When the voice of the media is louder than the user's independent thinking, in this case, the user will soon completely lose his independent thinking, and the first thing he considers is how to follow this trend, regardless of whether it is necessary or not. Whether out of curiosity or following, he will be drawn into the circle of communication. Cases like faceU became popular because they chose the right celebrity characters. The star chosen at that time was Yu Menglong, who starred in the most popular TV series "Go Princess Go" at the end of last year. The second choice was Hunan TV host Wei Jia. Weijia has a great influence on celebrity groups, internet celebrities, and idol groups. A large number of people who like or follow Weijia are celebrities themselves. There are also some small internet celebrities cultivated by Hunan Satellite TV and some heavy users of Hunan Satellite TV. These users have a high overlap with faceu 's seed users. Weijia's image and credit endorsement are very high among them, and can help the product complete the first stage of dissemination more quickly. In the faceU communication case, from the perspective of igniting a super core user, Wei Jia and Yu Menglong are the best combination. Yu Menglong represents the most popular internet users who are willing to try new things, while Wei Jia represents super opinion leaders. Their combination can help the product achieve the first-stage goals more quickly: the emergence of opinion leaders and the influence of active elements. Second, choose media platforms and active accounts: When choosing media platforms, I took the data from Questmobile and sorted out the KOLs on the social platform from high to low. The number one short video platform is Kuaishou, the number one social media is Weibo, and users born after 1995 also account for a large proportion of QQ Space and Tieba. The core is to promote the platform through a combination of these four platforms. Because WeChat is too closed and the communication cost is particularly high, there is no focus on choosing WeChat. No platform is suitable for all users, and you need to make a judgment based on the scenario. Meipai's e-commerce conversion rate is better overall because Meipai's user structure is more personalized than other short video platforms. However, for most pan-entertainment products, it is not a good communication medium. It is more important to control the media and media structure. After the KOLs are selected, the next step is to select the active users of the platform. The dual control of these two parts is the basis. The last part is the voice of the media, which from a non-PR perspective is the marketing account. When all the marketing accounts are discussing this matter, it starts to heat up at the user awareness level. At this time, the simultaneous voice and follow-up from the public relations department helps build user trust. The combination of these three aspects can help the brand achieve an overall breakthrough at a certain stage. Third, the choice of time node: it happened to be from December to January, which is a golden period for marketing promotion . Students relax right after the exams, and the rural-urban migrant population migrates again. After returning, everyone will discuss what games to play, what dramas to watch, and what happened in the year. It happens that this time period is particularly suitable for this type of communication. Generally speaking, there are basically these few factors, and the timing of social media communication is quite important. OPPO changed its spokesperson a while ago and invested a lot of money in advertising, but it happened to coincide with Lin Dan's cheating incident, which weakened the brand's publicity. Generally speaking, judging from the effect and rhythm of the entire content dissemination, the product itself accounts for about 40%, and the control of media selection, dissemination time nodes, etc. may each account for 30%. These three points are all very important. Among BAT, Tencent is the one that attaches more importance to communication internally. It can be seen that they have independent ideas on this matter, and the marketing department is working hard on it. So they did make some good cases. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @南七道(Qinggua Media). 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