Don’t you know these marketing channels?

The contemporary Internet has gone through: the portal era, the search era, the social era, and now the content era. For a brand, in addition to the product itself, traffic is the top priority in the business.

The concept of "traffic is king" has always been highly praised, and it is believed that with traffic, you have everything. However, as traffic becomes more and more expensive, the cost of acquiring customers is gradually increasing. Now the key is to obtain "accurate traffic and conversion".

1. Where people are, there is traffic

Where is the traffic? In every place where there are people.

According to the type, most of the current mainstream online platforms have been sorted out:

Among them, Weibo, WeChat, and Taobao, as super apps with hundreds of millions of users, have always been the main battlefield for major brands to obtain traffic.

The number of users on platforms such as Douyin, Kuaishou, and Xiaohongshu is also growing rapidly, making them the birthplace of major hit products in recent years. In addition, Taobao Live, Douyin and Kuaishou Live have also become the hot spots this year with their extremely attractive condition of selling goods.

2. Understand the characteristics of the platform to find accurate traffic

What is the difference between Douyin and Kuaishou? How to find KOL on Xiaohongshu? Has the boom of public accounts passed?

Faced with a variety of major platforms, only by understanding their characteristics can we find accurate traffic.

Weibo - A must-invest in beauty and fast-moving consumer goods

When talking about data manipulation, we have to mention Weibo, which is flooded with internet trolls.

Last year, an article titled "A "Zombie Stage Play" Directed by a New Media Giant" vividly described the tragedy of zero product sales after a Weibo MCN provided Weibo marketing services.

This is indeed the case. Inflating the number of followers on Weibo has long been an open secret, but what is fake cannot become real. For some mid-level KOLs with a small number of fans, whether the comments and interactions are genuine and how active their fans are can actually be determined by careful observation.

For e-commerce merchants, Weibo is still a platform full of opportunities. Through paid promotion on Weibo and the selection of KOLs, we can accurately find potential customer groups corresponding to vertical fields.

Since Weibo can directly link to Taobao Tmall, the loss rate in the grass-planting stage will be much lower than that of platforms such as WeChat. Therefore, products with relatively low decision-making costs, such as fast-moving consumer goods, low-priced beauty products, etc., can all be directed through Weibo to achieve front-end customer acquisition and directly jump to e-commerce platforms for perfect traffic monetization operations.

For the education and medical industries that value word of mouth, the maintenance of Weibo cannot be underestimated. Although keyword optimization of Baidu and major search engines still accounts for the majority, the new generation's habit of using Weibo as Baidu has also forced all kinds of brands or businesses to pay more attention to optimizing their reputation on social platforms.

Douyin & Kuaishou - the king of clothing and fast-moving consumer goods

Douyin, with 250 million daily active users, and Kuaishou, with 160 million, are the two giants in the short video industry.

From a commercialization perspective, Douyin's commercialization level is significantly higher than that of Kuaishou, and it has launched sales tools such as the shared bike, window display, and Douyin store.

As they are both short video platforms, what are the differences between them? Most people only know that Douyin is more stylish, while Kuaishou is more down-to-earth. In fact, the distribution logic behind the platform is quite different.

After a video is released on Douyin, Douyin will give an initial traffic allocation based on content quality, user interest, number of followers of the publisher, etc.

The initial traffic is divided into two parts: recommended traffic based on user interests and a small number of author fans (about only 10%). In this initial traffic pool, if the user feedback is positive, congratulations, you can get the secondary recommendation traffic from the platform and create a popular video.

Kuaishou's distribution logic focuses on the fact that fans of creators are more likely to see their videos, with a probability of about 30-40%. This makes the connection between fans and creators closer, and its ability to bring goods should not be underestimated.

Let's talk about suitable categories. The female group on Douyin is significantly larger than that on Kuaishou, so it is a natural breeding ground for fast-moving consumer goods such as clothing, beauty products, and snacks. A number of product review accounts have also emerged. In addition to attracting traffic and selling goods for their own stores, there are also a large number of review bloggers who have just started out and are willing to accept free reviews and promotions of given products.

On the other hand, Kuaishou, which targets people mostly in third- and fourth-tier cities, has difficulty attracting customers for products with higher average order values, and is therefore more suitable for small businesses to conduct preferential promotions.

Live streaming - the most intuitive way to bring goods

Taobao and Douyin live broadcast rooms are a shopping method that has only emerged in recent years, but they have become platforms that cannot be ignored by everyone because of their strong ability to bring goods.

Although the current live streaming craze has entered a cooling-off period from the frenzy, brands’ love for live streaming has not diminished. After all, in an era where “results are king,” nothing can more intuitively show the effect of spending money than live streaming.

As a platform that can display products intuitively and comprehensively, and even provide instant feedback on issues, it has become a mature habit for users to buy while watching. As long as the selection of anchors, display, and discounts are done well enough, brand awareness and sales conversion can be improved.

Judging from the situation in the two live broadcast rooms of Li Jiaqi and Wei Ya, the regular products are mainly beauty and skin care products and daily chemical products. Of course, there are also some small household appliances with high customer unit prices and exaggerated products (such as the rockets in Wei Ya’s live broadcast room).

It seems to be full of business opportunities, but we still have to remind all merchants that the proportion of impulse shopping in the live broadcast room is relatively high, and the return rate is also a data worthy of attention.

Bilibili - suitable for brands to settle in and gain fans

Bilibili is the most suitable platform to embrace young people. According to incomplete statistics, 80% of Bilibili users are born after 1990 and most of them are from first-tier cities.

This magical website has a large number of Generation Z and high-spending people who are the favorites of brands, which naturally attracts many brands to settle down in Bilibili.

In addition to having a high-quality population, Bilibili is the platform with the most authentic data among many platforms. Due to the high threshold for user registration at Bilibili, some agency companies can hardly create a big Bilibili UP host out of thin air by using the form of water army.

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