How to achieve a closed-loop traffic flow through short video promotion? !

With the popularity of short videos and live broadcasts, more and more businesses, merchants, and even individuals are joining in. However, good things always belong to a minority. For most people, all that is left after entering the game is a mess.

Today, when traffic dividends are gradually disappearing, short videos and live broadcasts are one of the few content types that can still relatively quickly gain fan traffic. Therefore, it is very necessary to get involved. The format of short video + live broadcast will become an indispensable part of future corporate marketing, just like private domain traffic. But before entering the game, dear audience, you need to think carefully and seriously about how you should achieve a closed loop in business? ! Let’s put aside all those operational strategies and gameplay routines for now, and first think clearly about how you should realize monetization from the business logic of short videos and live broadcasts. Only after thinking these things through can you know what you should focus on and how to develop after entering the game.

In fact, whether it is selling goods through short videos or selling goods through live streaming, its essence is to use traffic to achieve commercial monetization, so it can actually be collectively referred to as: selling goods through traffic. If you want to do it well, the key lies in the three elements we often talk about: people, goods and place.

In the traditional marketing model, there is actually the "people, goods and place" theory, but the focus at that time was actually on the goods! We need to first determine what kind of high-quality products we can find, and then determine through which channel and where to sell them. Finally, organize the corresponding sales staff. In the meantime, people are actually mobile, or can be replaced. "Goods" are the key. Whether the products are of high quality and whether the services derived from the products meet the needs have become the key reasons for consumers to choose you.

As for the "field", in theory the field is fixed, but in actual business, because companies want to improve the quality of the goods themselves, they need to invest a lot of resources and go through a long period of time. Therefore, in terms of business, companies will still focus on expanding the "field" (note that this refers to expansion, not change). The continuous expansion of the "field" can allow products to be continuously exposed to consumers, thereby increasing the possibility of being selected.

For example, traditional electrical appliance stores, bank branches, fast-moving consumer goods sales channels, etc., these companies are constantly scrambling to grab land in order to seize channels and thereby seize users.

However, as the mobile Internet enters a period of rapid development and 4G and 5G are fully popularized today, the entire business logic has undergone fundamental changes. In the past, companies presented their products to consumers through “places”, or channels, but now “people” have become the key! In the field of short videos and live broadcasts where everyone can be a celebrity for 5 minutes, creating (selecting) "people" to influence consumer decisions and thus choose suitable products has become a new business model. Here, how to be remembered and how to impress users become the core.

Based on this, several different monetization models can be derived:

1. Build brand IP

The general process of this monetization model is: accumulate enough social assets through social platforms, that is, have a certain number of fans, then start to build your own IP, and then sell things that users like to them based on your own content tone and fan portrait, thereby realizing the conversion of fan economy.

In this model, the symbols and labels represented by the IP are absolutely key, and their effectiveness in communicating and interacting with fans will be very obvious.

For companies with core products, the creation of IP should start from the product tone, and then interact with fans through the IP image, supplemented by content output, to achieve the purpose of being remembered and impressing users.

For those who do not have core products or individuals, IP should be created based on corporate culture and personal style. Then, we can create a brand IP store, allowing fans to participate with their own credibility and complete the fans' consumption projection of the symbolic meaning of the IP. For example, the most typical one is Li Ziqi’s Tmall flagship store.

In terms of operational strategy or path planning, this model basically outputs content and creates IP on platform A, and then opens a brand store on platform B after gaining a stable fan base. After monetizing the traffic, it returns to platform A to continuously build user trust in the IP, thereby increasing the repurchase rate.

Of course, the model of creating IP has strict requirements on track selection and high operational capabilities of the team. It needs to have certain professional attributes and will definitely consume more trial and error costs and time costs. So in addition to IP creation, we can also choose another model: traffic empowerment

2. Traffic empowerment

The most important core of IP creating this model is "people", and the key to traffic empowerment lies in controlling "people" and "place"!

The control of "people" also requires a certain degree of shaping. Of course, the specific requirements do not require the formation of high-quality IP like the first model. In many cases, it is sufficient to have a certain style and characteristics.

As for the control of the "field", it is actually to open up the monetization channel through the platform's various support policies and technical links. This is what we often call the internet celebrity + e-commerce model.

The essence of traffic empowerment is actually content-driven sales! Experts output content, and content outputs product information. After being impressed, users will make purchases, thus completing a closed loop of monetization. For consumers, this model is a more convenient way to be recommended through content; and for brand owners, this can help merchants better find target users from various channels.

For example, Douyin’s shopping cart, Kuaishou’s small shop and other self-built advertising e-commerce commercial monetization systems. For this type of model, the actual operation and gameplay are similar, and basically, traffic monetization can be achieved through technology. Of course, the specific content, gameplay, and ability to sell goods will depend on the ecology of the platform itself and the self-cultivation of the "people".

The traffic empowerment model is more suitable for companies and individuals that do not have core products. For companies that have core products but are relatively short of resources, they can directly cooperate with experts who match the product’s tone in the early stages. Pave the way for future IP development, and when all resources are sufficient, focus on developing brand IP.

Summarize:

For all those who want to get into short videos and live broadcasts, before you get started, please put aside some details and don’t think about specific gameplay or strategies. Instead, you should calm down and think carefully about how to plan your business logic. ! How should you achieve a closed loop for your own business monetization? !

But no matter which strategy is used, at a time when consumers are increasingly paying attention to personalization and customization, whether it is short video sales or live streaming sales, its future development must capture the hearts of fans through continuous change and innovation. The core of selling goods through traffic is to continuously output content that can be remembered and impress users. This is the essence and should never be ignored!

Author: Piye Operation

Source: Public account Pai Ye Operation (pyyunying)