15 Brand Social Media Marketing Methodologies!

① Mixue Bingcheng: How come Mixue Bingcheng, which says: "I don't mind you being unsophisticated, but you should mind me being poor", suddenly became popular?

The case of Mixue Bingcheng can be regarded as the top event in the marketing circle this year. Maybe the official did not expect it to become so popular, but behind all unexpected popularity, there is its internal marketing logic to support it.

How did the addictive theme song "You love me, I love you, Mixue Bingcheng is so sweet" become popular, and how other brands can replicate this hot marketing event.

Weibo tries to use data to analyze and refine a set of referential and applicable communication strategies, to understand the internal rules of an "unexpected event", and to form replicable and more universal "artificial scripts" and communication models to help more brands efficiently create out-of-circle events.

② WONDERLAB: With an annual growth rate of 76%, how did Wonderlab, the strongest disruptor in the probiotics industry, break through the circle?

As a representative of new functional food and beverage consumer brands, WONDERLAB is extremely representative in the social media marketing environment. WONDERLAB focuses on women born after 1995, has insights into women's needs for "beauty", and accurately enters the upgrade track of health and wellness management.

In marketing, by creating associations with different brand IPs, it not only enhances the brand’s “presence”, but also undertakes the important task of popularizing science to consumers.

In terms of channels, WONDERLAB seized the dividend of the growth rate of e-commerce channels, started from online channels, and gradually improved the channel layout to enhance channel convenience.

In terms of communication, a clear marketing rhythm allows the brand to disseminate subsequent social media content more easily.

③ Yongpu Coffee: With annual sales of over 100 million, what did Yongpu Coffee do right?

The success of Yongpu Coffee can be summarized as bringing together a group of interesting people, doing a series of interesting things, and using social platforms to have warm communications with users.

In its early stages, Yongpu chose to “build the brand first” rather than “build sales first”. The founder focused on "empathy" in brand building and found a balance between "people, goods and places".

People: Yongpu Coffee’s core audience is young women, and it constantly meets the diverse needs of consumers. Goods: Yongpu Coffee continues to improve its research and development, iterate its products, find the blank spots in the coffee market amid the wave of product homogeneity, and break through with its boutique instant coffee. Field: Continuously establish and strengthen emotional connections between brands and users around the four dimensions of marketing field, IP+community field, channel field and communication field. Each action plays a key role in building brand trust.

④ Duoyanshou: From healthy light meals to popular online products, what are the winning secrets of Duoyanshou besides brand IP?

As a representative product of functional food and beverage, Duoyanshou builds its brand image with Zheng Duoyan's personal IP, creates brand professional standards with the healthy concept of 30% exercise and 70% diet, and occupies a differentiated track with its innovative layout of people, goods and places.

Weiboyi starts with "people, goods and places" to analyze Duoyanshou's three-step strategy of entering, breaking and going out of the circle, and puts forward further thinking for the brand from three aspects: celebrity endorsement, social media layout and traffic inheritance.

Social media platform delivery methodology

① Douyin: How can brands make use of Douyin?

As users spend more and more time watching short videos and live broadcasts, advertisers are also paying more and more attention to the role of video as a medium in marketing. Douyin has become an important marketing choice for many brands.

This case study comprehensively analyzes the positioning, user portraits, content preferences, and creator ecology of the Douyin platform, explains Douyin's new marketing opportunities from the perspective of commercial monetization and marketing links, further elaborates on the Douyin platform's delivery strategy, and explains in detail the strategic methods of each step of the delivery methodology "TRUST", and also contains rich case studies.

In addition to the basic 2021 Douyin marketing plan, do you also want to know what new policies Douyin has issued in August? What are the hot new ways to play? What are the popular cases? Which high-quality Tik Tok influencers are worth investing in? Weibo has conducted an in-depth analysis of the above content.

In addition, Weibo also took stock of the popular commercialization of Douyin categories, collecting representative cases of beauty and daily chemical categories and experts who replaced the same products.

The number of fans increased by 6 million in 2 months, easily becoming one of the top celebrities. She can not only quickly attract fans but also firmly grasp the brands. What is her traffic secret?

With 820,000 fans, he created a commercial work with 28 million views. How did these vertical experts become so popular in the circle?

There are also newcomers in the mid- and low-end segments who are quietly making a comeback recently. WeBoLe can help you discover them!

② Xiaohongshu: A human seeding machine - Xiaohongshu's marketing strategy

When we want to buy a product in a certain category but don’t know how to choose, when we don’t understand the purpose, ingredients and usage of a product, when we can’t make a decision between two or more products, we will search for reviews online and look at buyer reviews. If the reviews are not good, we will definitely hesitate or even give up the purchase, and vice versa.

Obviously, seeding products is a key step in influencing users’ purchasing behavior.

Xiaohongshu's platform features professional labels, realistic content, interesting presentation, and rich product reviews and sharing content based on fans' interests and hobbies, making it a platform for people to find products in their daily lives.

The content of this marketing manual includes macro marketing field analysis; reshaping the competitive landscape and creating a unique grass-seeking economy; how the commercial potential of Xiaohongshu can empower new brands; methodology for creating new hot products on the Xiaohongshu platform; step-by-step analysis of the gameplay of successful cases of hot products; and recommendations on Weibo's core advantages and resources.

③ Kuaishou: Marketing strategy of unicorn Kuaishou

2021 is the tenth year of Kuaishou. This manual comprehensively explains the global marketing traffic, trusted field content, and commercial value that Kuaishou has built in the past ten years. It also explains in detail how to conduct marketing in the KOL field based on the "RISE" marketing strategy of the Kuaishou platform, and finally provides insights and analysis from various industries. The content is rich and detailed, come on! My friends!

Industry Solutions

① Marketing strategy of domestic cosmetics brands

Domestic cosmetics brands have grown rapidly in recent years. As of July 2021, the proportion of self-media investment by domestic cosmetics brands has reached 8.6% of the industry's overall investment.

As online consumption becomes more and more popular, leveraging the power of influencers to create hit products and achieve conversions has become a standard for brand marketing.

Weibo has selected more than 400 domestic cosmetics influencers based on the common choices and individual needs of domestic cosmetics brands in the placement of influencers, forming a universal influencer resource library for domestic cosmetics brands.

Want to find a sales expert who is favored by many domestic cosmetics brands? Want to discover potential dark horses in the circle? Want to collaborate with talented people in different fields? Weibo can help you solve it quickly! Problems with delivery? Here you go!

② Social media marketing solutions for domestic skin care brands

Nowadays, more and more domestic skin care brands are benefiting from the channel dividend and quietly guiding contemporary young people in choosing skin care brands.

Based on the brand’s current scenario, Tongan proposed the 3C rule for emerging domestic skincare brands to break out of their circles, namely, building up their voice through content on social media, combing their brand image through cross-border collaborations through Concept, and then guiding emotional consumption upgrades through Circle culture.

At the same time, the 3A rule for the rejuvenation of old domestic skin care brands is given, namely, from Image to reshape the image, to Play with young people, and then to Way to find communication methods with youthful perception.

The plan finally provides universal marketing strategies for domestic skin care products, from user education, topic generation, live broadcast promotion to sustained popularity, to help new and old brands win at every step.

③ Functional new consumer food and beverage brand growth methodology

Faced with an increasingly younger consumer group and an increasingly fast pace of life, eating well is worse than eating enough has become the life attitude of contemporary young consumers. Functional food and beverages are such a health-preserving track that is "eaten".

How to gain a firm foothold in this rapidly developing bloody storm has also become the ultimate truth that brand owners are seeking. "Growth Methodology of Functional New Consumer Food and Beverage Brands" comprehensively interprets the marketing methodology of the "Punk Health" niche track from five aspects: market environment development trend, food and beverage consumer portraits and catalyst habits, media strategy and brand effect. It also deeply analyzes the logic of Wonderlab's outstanding industry case and innovatively proposes the "SICAS" social media marketing logic for advertisers, helping advertisers to hit the target and quickly stand out in the niche track of the food and beverage market.

Content Marketing Strategy for Social Media Experts

① KOC expert marketing strategy

Compared with KOL, KOC has certain advantages in influence, content credibility, etc. Based on the advantages of KOC, a KOL+KOC combined marketing strategy should be formulated. Empower brand marketing from building circle-expanding circle-breaking circle-conversion throughout the entire chain.

Talent list

Content Rising Stars List

Multiple data show that KOL content influences user decisions. The key to occupying the user's mind. The authenticity and practicality of content are fundamental in influencing users.

KASM strategy: Improve the attractiveness of content from four major aspects: picture-copywriting-scene-material.

ISL strategy: Personalized content - selling point interpretation skills - optimization of delivery effects to enhance the effectiveness of short video content marketing.

Author: Weiboy

Source: Weiboy