Advertising Industry Predictions for 2020!

Several predictions for the marketing circle in 2020.

It’s the end of the year, so I’d like to write you some heartfelt words.

I'm not responsible if I say something wrong.

1. It is becoming increasingly difficult for advertising companies to survive

The golden age of advertising agencies has passed. Since 2010, the changes in China's communication environment may have exceeded those in the past 30 years.

I remember that in 2014, there was an annual hot post about AdChina.

Almost all the comments below are shocked that the monthly fee is only 70,000 yuan. At that time, WeChat public accounts were not popular and Blue V was not yet popular, so what did the monthly fee mean? It was just to occasionally help write some small copy or make a small poster. As for writing slogans and shooting TVCs, you have to pay extra money.

So it seems that 70,000 is not a small amount. After all, many small companies now only charge 70,000 for microblog and WeChat agency operations. So what are these advertisers complaining about?

Because in 2014, 4a could easily collect a monthly fee of 700,000 yuan, with the highest being 700,000 to 800,000 yuan and the lowest being 200,000 to 300,000 yuan. The market price is this market price. Can 4a still make this money now?

The economy has been in decline in recent years. It will become increasingly difficult to make money from brand advertising, and performance-based advertising will become more popular. In other words, CPS and live streaming with goods will become more and more popular. The worse the economy is, the more popular live streaming will become, because everyone needs to sell goods.

So where might the opportunities for advertising companies be in 2020?

(1) Tik Tok agent operation: There are too many advertising companies competing for the agent operation of Weibo and WeChat, but there are relatively few agents operating Tik Tok. I have communicated with such teams, and their profit margins are quite good.

(2) Transformation into a sales-oriented advertising company/

(3) As shown below.

2. It is getting harder and harder to swipe the screen & the content will become more and more degraded

Everyone has clearly felt it in the past two years. It is becoming increasingly difficult to spread information, and there are fewer and fewer events that can be called screen-sweeping.

In the past, if you voted for CCTV, the whole country would know about it. But now, Bilibili is doing great, Kuaishou is topping the charts, and Douyin is doing the tumbler girl. What is trending on Weibo may not necessarily appear in Moments, and what is flooding Moments cannot be found on Weibo. Everyone is playing their own game, and the platform stratification is very serious. Each platform has its own audience preferences. It is bound to become more and more difficult to swipe the screen.

The content will sink more and more. What does this mean? It turns out that the media is the business of the elites in Beijing, Shanghai and Guangzhou. Newspapers, television, print media, the right to speak are all in the hands of those within the Fifth Ring Road, and everyone else is a passive recipient. Now, ordinary people have public accounts such as Kuaishou and Douyin. I don’t know which video became popular. We often talk about the economic sinking market. In fact, content is also developing towards the sinking market. Isn’t it the case that everyone likes to watch videos of Geng Gonggong, Giao Ge, and sand sculptures?

In 2020, content is destined to sink.

3. About live broadcast

1. Will there be more KOLs in live streaming? I think there is still a possibility, but it should be more segmented and positioned, and there are opportunities in segmented fields. Viya is the character of a household helper, and Li Jiaqi is the character of a sister skincare product. The big and comprehensive characters have been taken, but the small and beautiful ones are not yet. Maybe in the future there will be lolita anchors, anchors selling steam games, and anchors selling plus-size women's clothing. So for those who want to do live streaming, I think there is still a chance.

2. What will the future of live streaming be like? I think live streaming sales will be very popular and will gradually become a daily routine.

In fact, watching live broadcasts to grab things and using coupons at KFC are essentially the same. The essence is price discrimination strategy.

The original price of KFC's chicken wings is 10 yuan, but with a coupon it's only 8 yuan, so why not just lower the price directly? Because coupons can help brands distinguish between two types of consumers: the "poor" who are willing to spend time looking for coupons and the "rich" who don't care about discount information and are willing to go directly to the store to consume.

This allows both types of consumers to pay the highest price they are willing to pay, thereby maximizing corporate profits.

What’s the difference between this and waiting in Li Jiaqi’s live broadcast room to grab L’Oreal discounts? It's all about exchanging time for discounts.

4. How long can the official account last?

I recently talked with some bloggers of public accounts, and everyone is generally anxious about public accounts.

Two years ago, I posted a message on WeChat Moments, in which I said that those of you who write public accounts should realize that your enemies are not those top KOLs who have higher readership than you, but TikTok, Honor of Kings, and more fun things... because all of them are consumer products of time and are big content industries.

After all, everyone’s fragmented time is only 4 hours from getting off work to going to bed. You can watch Tik Tok, play games, and read books. You only have so much time. If you play King of Glory, you can’t read the official account.

I have seen a piece of data before. Among the top 500 accounts on the New List, only 30% of the big accounts have a presence on Douyin.

Firstly, the team is too big to turn around.

Secondly, the dissemination points of content and video are indeed different, and it is difficult for people who write text content to switch to video.

For example, commonly used text memes are completely unwelcome in videos.

How long can the official account last? I think as long as people use WeChat, public accounts can continue to survive. It’s just that the platform’s bonus period has long passed. Just like the official account took away the status of Weibo, Douyin is slowly eroding the status of the official account, but with the advent of 5g, Douyin may also be replaced. In short, media will be more fragmented in the future. Don’t worry too much about the platform, just do what you like and are good at.

Anyway, I insist that 99% of the content on the market is garbage. As long as you do well, you will be popular in this era. If you don’t, then it’s not good. Keep practicing.

5. The overall environment is very anxious

Finally, I want to talk about the mentality issue. It may seem a bit off topic, but it is actually the most important.

We have many groups of our own. One day, I saw a small MCN in the group. He hatched an account and started shouting in the group, asking for advertisements. He had 87 fans, yes, 87. Not 87w.

Friends in the group couldn't help but start mocking him, and I just stood there watching and enjoying it.

As I was having fun, I suddenly realized that, essentially, there is no difference between me and this person. It's just that he is a little more anxious than me, and I am like the pot calling the kettle black.

Most people don’t think about how to make progress bit by bit, but about getting rich overnight, writing 100,000+ articles in one night, and becoming famous in one day.

The overall environment is too anxious, why?

There are many reasons. Let me tell you one that I realized recently - most of the time, the information you see has been packaged and processed.

I saw an interview (or PR article) of a comic book account before, which said that they wrote 600,000 popular comic articles and gained 300,000 fans.

I understood it instantly.

This year our account also transformed and we tried to create a series of comic strips. In July and August, we published an article with nearly 3 million and nearly 2 million views respectively (the number of views continued to increase, but I’m too lazy to cut it off). The number of followers increased by 60,000 and 30,000 respectively.

Then why can others gain 300,000 followers with 600,000 readings, with a conversion rate of 50%, while we gain 60,000 followers with 3 million readings, with a conversion rate of 2%. So much difference?

The 50% conversion rate for increasing followers, as anyone who has run a public account knows, is obviously fake, as fake as it can be.

Why do they forge documents? The answer is actually very simple. PR people have strong creative abilities and they want to attract customers to pay.

Many times, we can only see the reasons why others promote themselves successfully, but we don’t understand the real situation.

The usual practice for new comic book accounts now is to spend money to buy accounts, migrate to their own accounts, pile up 3-5 million fans, wash fans, maintain the account, and take advertisements. With 5 million followers and an open rate of 1%, that means 50,000 views. If you write better, it will get 100,000 views through the secondary spread.

So many times the reason for success is not what you imagined, and you can only see the results of PR. You thought you could make a comic strip if the content was good, and then you made one, but it ended up being a flop.

Author: Ginger Tea

Source: Jiangchacha (jiangchacha0314)