In 2020, how to use short videos to empower brands?

We have been engaged in marketing for ten years and have produced some well-known cases, but it seems that we have never come to the public. It was not until we had more and more fans on Douyin, Kuaishou, and Weibo and established a traffic matrix that we gradually came to the public's attention.

Looking back now, this is the power of the trend.

So today I will share with you how to seize traffic and achieve better marketing results at the forefront of the trend.

1. Short videos become a new front for brand marketing

First, let’s take a look at the advantages of short videos in brand marketing.

First, expressiveness

A friend of mine from the United States called me a while ago and said that he discovered that a domestic product had created a huge wave throughout Europe and the United States. That product was the overseas version of TikTok. It can be seen that the combination of content and audio-visual is not only influential in the country, but it is a common human trait.

Our schedules and time are very full, and we have little time to read, but we still open Douyin and check Weibo every day. This shows that things related to the combination of audio and video, based on technical recognition, are much more attractive to us than previous graphic and text forms.

Second , influence

5G is coming soon, and the development of short videos and live broadcasts will be better. Although it seems that short videos have gradually entered the second half, they are still at the forefront. I often describe to others that our second half is a drop from 80 or 100 degrees to an index of only 50 degrees. However, some more traditional media platforms have been rising or falling from 30 degrees, and it is difficult to reach the 50-degree wind index. So in this case, when we do integrated marketing, we will spend more energy on platforms with large traffic pools.

Third, spread

The core reason why short videos spread well is fragmentation and diversification , especially fragmentation. In fact, before deciding to invest in TikTok, we spent a long time judging whether this trend was accurate. That was in 2016.

Why do we finally judge it to be a hot spot?

I have observed when people use Tik Tok throughout the day. The result is that I watch it when I go to the bathroom, when I’m in the elevator, when I’m waiting for Didi, and I can open Douyin at any fragmented time. Because it only takes 15 seconds to watch a piece of content, this is one of the most important reasons why short video software can enter people's hearts, and it is also the core factor that makes us judge it as a trend.

2. Content Marketing VS Traditional Marketing

We tried and failed many times and found that a core feature of short videos is that there is a difference between their content marketing and traditional marketing.

In the past, we would invest in airports, subways, very famous large-screen advertisements, etc., but how many people actually pass through here and who are they? Older or younger? Do you have children? Boy or girl? How much will you spend today? What content will you spend more time watching? We don’t have any core data to judge this information. We can only talk about daily traffic and how many people pass by every day.

The first advantage of short videos is that after we have determined the core positioning of the product, we can deeply analyze the labels of this product. Is it suitable for girls? Is she the mother with the child among the girls? Is the child approximately 3 years old or younger? Does she prefer more entertaining content or more lighthearted parenting content? Or some other type of thing?

When we have a clear user portrait, we can clearly judge where we should spread the information. During the dissemination process, we can also look at the background data to determine whether its fan group is consistent with the group I want to attract.

What are the chances that we will appear before him? What is the average median number of views? What is the average median number of likes? Before every money is spent, can we roughly predict where the money is spent and whether it will be seen by our core users? How many people will see it?

The second advantage is that it is more realistic. In fact, there is no high-level or low-level content now, what matters is the generation of a sense of resonance. Now short videos allow ordinary people to have only a thin screen between themselves and their idols, and they can even interact in the comment section. This more lifelike and situational content is more suitable for short videos than traditional marketing.

We don't need big stars to endorse our brand, but I will use an internet celebrity to tell everyone what you should apply every night to smooth out dry lines, fine lines, etc. This kind of conversation is more lifelike, more situational, and closer to the user's perspective, so it can form a connection with the audience across the screen.

The third advantage is that it is more entertaining. We now have a very famous IP called Daigula K, who has nearly 40 million fans. Maybe by performing a magical gift-receiving dance, she can insert a soft implant and initiate a UGC creative activity, which will bring more topics and public participation .

3. Create a personalized IP

There is a core thing in brand marketing, which is how to build IP.

For brand owners, there are two best points in creating IP: one is the product, the product becoming an internet celebrity; the other is the enterprise, the entrepreneur becoming an internet celebrity. We also have a saying: Internet celebrities may not be entrepreneurs, but entrepreneurs should be Internet celebrities.

One thing we rarely publicize is that we have a small IP that specializes in social media marketing and short video marketing . He may only have one or two million fans, but how much revenue can he generate in a year? Probably around 300 to 400 million.

So we can see that when internet celebrities and entrepreneurs, or products and internet celebrities are equated, the energy brought by IP is beyond everyone's imagination.

1. The incubation process of personalized IP

How to create a personalized IP? The case brought here is the fairy universe.

We just created an account called "Meng Po Nineteen", and at that time we never thought that Meng Po could also accept advertisements.

I think for advertisers, this kind of deity is the one that no one wants to see the most. Who would want to cooperate with Meng Po? So when we were creating the Fairy Universe, we started with this IP which was the most difficult to sell. Here we tried a clever trick and created a Meng Po Nineteen.

Why is it called Meng Po Nineteen? Because we are telling the story of trainee gods, we want the public to be able to accept the new gods, and we certainly hope that these gods will be cuter and more in line with the people in front of the screen. So we first created Meng Po Nineteen, and then created her CP: Yue Lao Xuan Qi.

When our fan base grew, we opened a joint account. The first IP incubated by the Fairy Universe and the IP of the enterprise was Xueersi Online School. So we sent down a god - Wenquxing.

If Wenquxing is sent down to this school, this school will be a very good school in any way. As long as he is there, every exam will be passed, and it is okay to just get a good result. Under such circumstances, Xueersi Online School’s initial requirement for cooperation with us was to build 500,000 fans. But because the effect is good, we renewed the contract~

Now I will show you what kind of optimization effect Wenquxing’s account has brought.

1. Personalized IP is more recognizable. Through Wenquxing, when everyone sees Xueersi Online School, they naturally wonder what kind of teachers there are? I wonder if my child can learn interesting content, etc.

2. Output of values. Corporate brands and our society all have their own values. Through this account, we can clearly convey to them what our corporate values ​​are and what the concepts of our core products are.

3. Increase in sales volume. After all, there is one person who can say a lot of things, and can also provide his own link below. He can get coupons to become a new member at any time, try classes, etc. It is very easy to guide.

So how do we create a personalized IP?

The first thing to do is to refine the corporate culture . We need to separate out all the core elements that the company really wants to do, and then choose the characters we want to present based on these core elements, including gender, gender, personality, etc. Finally, we need to create and integrate this character based on the separated elements and the characteristics we want to present.

For example, the Wenquxing guy we created for Xueersi is handsome, funny, and cute, but he doesn’t have a deep understanding of other emotions in the world and is a little silly. This is content marketing based on his character . Only when the content is consistent with the character's setting can people get to know what kind of person this person is through the content.

2. Production and operation of popular content

Next, I will share with you how popular content is produced and operated, hoping to let you understand where the user insights of short videos lie.

What is the character insight of Tik Tok like?

First of all, it is entertainment and relaxation content. We found that users open Douyin to watch during their entertainment and leisure time.

The second is to increase knowledge. Many people say they want entertainment and leisure, but how can they also increase their knowledge? Let me talk about this distinction. Everyone must make the knowledge they gain into superficial knowledge. For example, if I teach you to read Dream of the Red Chamber in one minute, have you increased your knowledge? It has indeed grown. Now you know that there are 12 golden hairpins in Dream of the Red Chamber and what their situations are like. There is also your workplace skills, tips on how to use PPT, etc. These short and concise points are very suitable for videos that increase knowledge.

The third is interest satisfaction, and exploring and satisfying personal interests is the core. Some of this part is even related to the increase of knowledge. For example, some people like to learn English, so Douyin will teach you an English sentence every day; some people like Hanfu, so there will be programs that tell everyone how to wear Hanfu or knowledge about Hanfu every day; some people like voice actors, so there will be programs that tell you voice actor-related gameplay, some ways of cooperation, etc.

Finally, get hot information. Although the acquisition of hot information has not yet reached a very high level, people are generally accustomed to obtaining some regular hot topics on Weibo, Toutiao, and even Tencent News. However, the popularity of discussions under hot information is no less than that on other platforms.

After talking about the insights of Douyin users, let’s talk about the four elements that popular content needs to have: good-looking, useful, interesting, and valuable.

In the video, I will share how these four elements are completed:

1. Your face or the environment you are photographing should be good-looking;

2. The knowledge points shared are useful or even very simple. For example, if I teach you how to cut a mango, it’s ok. Only useful information will be noticed, otherwise it will be laughed off.

3. Interesting and fun, it meets the entertainment requirements of the platform;

4. Have values. I hope your values ​​are more positive or consistent with your corporate philosophy.

What are the general attributes of popular content?

The first is to mobilize emotions and let the person in front of the screen share your joys and sorrows.

The second is to trigger resonance, which are some of their pain points that are very easily touched upon. For example, related attributes such as family, friendship, home country, hometown, etc. This has always been the core of advertising, for example, let’s look at the first case.

This video is so sweet, we are thinking the same thing as the person with 36,000 interactions, jealous! Therefore, they all @ their boyfriends: "Look at them, how they live is how you live."

So are we selling sunscreen to boys?

In fact, boys are not the group we want to win over. Our core is to make girls happy , so this video has beautiful imaginations about love, and even gives you a multiple-choice question, but in the end every option is where you want to go. When creating content in this way, the amount of interaction, forwarding and support for the brand that can be generated will be very good.

Let’s look at the second case.

This video has 115,000 likes and over 8 million views, which means that 1/8 of the people will pay for such content.

What is its core? It’s an emotional resonance .

When we were making OPPO, we knew that our content was for young people. We also measured the data behind it and found that the most popular love content among young people nowadays is love stories about the elderly. Can you believe it? I can't believe it.

After analysis, we found that everyone wants to have a relationship that lasts a lifetime, although it seems slim at times, it is still something they yearn for. So many people posted comments like: I cried, give me back my tears, etc.

So once you reach the audience, the return rate is naturally excellent.

Let’s look at the next case. This video is a collaboration between Kai Xin Tang Shui Pu and BAIC. It has been played over 20 million times and received 1.96 million likes, which is about 1/10.

What does such an advertisement show? Values

If I just say that it has luxurious interior, panoramic windows, is especially large for storing things, has a huge space, etc., then it will be no different from a TVC advertisement.

Therefore, we use content with storylines to reflect the product characteristics and values ​​of a company and the car itself.

Author: Onion Group

Source: Bird Brother's Notes