Promotional Marketing: A brief discussion on vlog’s brand marketing and traffic monetization!

With the vigorous development of the Internet short video industry on mobile terminals, numerous new media innovation industry chains have been created, attracting and focusing everyone's attention.

Vlog not only has the advantages of the video industry, but also has the penetration of blog articles. After two to three years in the domestic market, it finally started to become popular in the second half of 2018. Major platforms, such as Tik Tok, Tencent Yoo Video, Sina Weibo, and Bilibili, have entered this field and cultivated Vloggers on their sites.

Find out more about Vlog

In 2012, a new form of video blog content appeared on Youtube - Vlog, which means Video-BLOG, also known as "life video blog".

Vlog creators are called Vloggers. They mainly create video content on life themes, combining the graphic and text attributes of blog types as the overall content presentation form. The content of Vlog is more authentic and contagious, focusing on the connection between people and events (stories), which is in line with the way modern people obtain effective information in their lives.

Nowadays, Vlogs mostly record the author’s daily life and extended content, and are created with characters as the core and combined with life events. Most creators choose a wide range of content, which may be records of certain activities or collections of representative events in daily life.

Vlog video standards

1. In a shorter time, with a faster and more precise rhythm, it can show the core content that is complete and attracts the audience;

2. Video quality requires clarity, lighting, and color, which are higher for short videos;

3. Have a clearly recognizable logo or mark to enable the audience to identify the brand and recognize the content more quickly and accurately.

Based on the above standards, we can understand that Vlog videos pay more attention to the authenticity and consistency of the content than short videos. The visual aspect requires clearer and more textured display pictures. Content planning requires the ability to more effectively make the audience feel involved and achieve better brand recognition and content experience.

Who is suitable to be a Vlogger?

Conditions required for commercial Vlogger:

Ø High-performance professional shooting equipment

Ø Possess star and celebrity resources

Ø Have high-quality content operation channels

Ø Capable of creating commercial videos

Ø Experience in creating high-quality short videos

Ø Creativity with a unique perspective

Ø Have sound post-production capabilities

Under seemingly professional conditions, it actually still adheres to the short video creation model. The difference lies in how to focus more on documentary commercial content planning and the value and concept of the brand and product within a shorter video length.

Requirements for being a regular Vlogger:

Ø Have good shooting tools

Ø Have a creative perspective that attracts the audience

Ø Have some experience in video creation

For ordinary vloggers, the requirements are basically the same as those for general short video creation. They may even only need a mobile phone with good shooting function. The reason is that the core concept of vlog is still inherited from traditional blogs.

From this, it is not difficult to find that the content creation of Vlog is very likely to produce a polarized trend, whether it is the branding route of OGC, the media route of PGC, or the user route of UGC. After long-term operation, commercial creation will be pushed towards higher requirements due to its content and duration factors, while non-commercial creation will be pushed towards the direction of focusing on elements.

List of well-known domestic Vloggers:

Life documentary, Ouyang Nana, Bamboo. Life and emotions: Zhang Lin and Jing Yue. As well as flypig, winter melon, cbvivi, Love and White Servant, etc.

Which platforms can publish Vlogs?

Tik Tok, Sina Weibo, Bilibili, Kuaishou, Miaopai, Yishan, VUE, People's Video, Xiaoying, Renren Video, as well as Tencent's product Yoo Video, Baidu's Haokan Video, and a more special platform such as Tencent's "WeChat Video Dynamics".

A brief discussion on the monetization model of Vlog

Against the backdrop of the development and application of 5G technology, user groups will be more inclined towards high quality and high precision in their demand for video content. This will help Vlog avoid the direct impact of short videos and live broadcasts, and will also create greater traffic space and commercial value for the combination of video and blogs.

The emergence and rise of Vlog in China is different from that in Europe and the United States. In China, short video platforms such as Douyin and Kuaishou first became popular, and then Vlog attracted attention and rose. In Europe and the United States, Vlog appeared earlier than TikTok and became popular on various international Internet platforms. Therefore, from a market perspective, domestic Vlogs will more likely inherit the monetization model of short videos and blogs.

Mainstream Vlog Monetization Model

The core content creation of Vlog is concentrated in the field of life, and extends to the fields of celebrities, food, entertainment, travel, knowledge, fashion, humor, digital, etc. While adhering to the attributes of video and blog, it also finds new ways to attract traffic for the two types of platforms and content creators.

Relative analysis:

Judging from the length of Vlog, although short videos can display more advertisements in the same period of time, the Matthew effect among various sub-sectors in the short video industry is becoming increasingly obvious, and the audience as a whole has shown a trend of "fatigue".

From the perspective of content, various platforms are still unable to completely solve the overall quality problem of short video content, and the cost of long videos is extremely high and non-professional teams cannot create and distribute them.

From a market perspective, the traffic and monetization capabilities in the short video field have shown a stable trend, the market and capital in the long video field have become mature and stable, and the economic value of the live broadcast field has also been favored by many capitals.

Regardless of the ultimate economic value of Vlog, the reason why the platform has been able to cultivate Vlog for many years and continue to invest money and hold events to encourage creators is of course the competition between brands and user resources among the platforms. Another factor is the market position of Vlog, which is between long videos and short videos and has a natural fit with blogs. It is also a niche blue ocean market that has not yet been deeply developed by the capital market.

Mainstream monetization models include:

1. Brand promotion and advertising

The most common form of commercial monetization in videos and blogs, especially advertising on video platforms, is the most common. Advertisers place advertisements through the platform or third parties, and content creators can obtain varying degrees of advertising revenue from them.

2. Platform reward subsidies

Before short videos became really popular, major platforms, led by Today Group, cooperated with capital parties to develop an incentive model to promote the improvement of video production and content quality in the form of rewards and subsidies. Capable OGC (branded content) focuses its energy and resources on exploring effective brand promotion models, while most UGC (user-generated content) and PGC (professionally produced content) creators rely on this model to gain revenue.

3. Pay for content

Platforms or content creators will use traffic as the basis of value and move towards a content payment model. The platform offers ad-free membership and a series of value-added services, and creators establish direct or indirect transaction relationships with users through knowledge and interests.

4. E-commerce marketing

Platforms and creators attract users by introducing and displaying products or services, allowing them to consume and purchase products and services through the platform's internal or external channels. When users make purchases, the platform and creators will receive a corresponding portion of the sales profits. In this model, PGC and OGC creators can make considerable profits by using a large number of fans and marketing techniques.

Other monetization models include:

1. IP creation

When creators have a large number of followers, they can use their traffic advantages to create celebrity influencers or endorse specific scenarios to attract traffic, and then obtain relevant rewards. The appeal of celebrities and KOLs is particularly obvious.

However, due to the negative public opinions and crisis public relations of celebrities and KOLs in previous years, although brands have not stopped investing, they have shown a more cautious attitude.

2. Copyright of Materials

With Dayuhao as the leader, major platforms followed closely and began to prepare or implement copyright management of video materials. Content creators can rely on the support of the platform to obtain continuous income from the transaction of original materials.

3. Capital operation

Capital providers will inject funds into platforms and creative teams with a large amount of attention and traffic, and further support their development and expansion. Through a series of capital and commercial operations, they will increase the market value of the platform and enhance the monetization capabilities and brand influence of the creative team.

4.Agency Operation

As the platform gradually grows, it will continue to adjust the system architecture of content creators in order to further improve the content quality and user stickiness on the site. Increase the threshold for entry into the top tier and provide high-quality creators with a large number of recommended resources and growth opportunities. This incentive model encourages individuals and groups who have a deep understanding of the platform's rules to provide traffic, data and other related support services to creators who are new to the platform, so as to reduce the initial operational difficulty for new entrants.

These participants may have been platform content creators, or may be currently creating and operating content, and realizing profits through their own experience and resources.

Vlog’s Brand Marketing Attributes

The gradual rise of Vlog in China has enabled brands in various industries to discover its special attributes, namely the authenticity and consistency of the content and the representativeness of KOLs.

In terms of content arrangement and planning, Vlog pays more attention to the consistent development rhythm and the authenticity of events. The KOL attribute is formed by the resonance formed by users' long-term attention to the movements and status of Vlog bloggers. Compared with creators of other content types, Vlog bloggers are obviously closer to the psychological distance between them and the users they follow, and communication is more natural and smooth. Through the real display and recommendation of Vlog bloggers, users are also more likely to accept the recognition of brands and products and resonate with their needs.

By cooperating with many representative Vlog bloggers who are in line with the brand tone and product selling points, the brand has built a multi-level, multi-perspective Vlog marketing matrix for brands and products, focusing on analyzing the audience portraits and repeated coverage group information in the matrix, and carrying out various types of targeted marketing and communication activities. During the implementation of the activity, while increasing the brand reputation, products and services are sold to the target customer groups. Buyers then interact with Vlog bloggers and brands for after-sales feedback, further promoting the brand and Vlog blogger's reputation and sales growth among the covered user groups.

The brand marketing model formed in this way is basically the same as community marketing in theory. It can effectively promote the win-win cooperation between brands and Vlog bloggers, and can also provide consumers with better brand awareness and product experience, ultimately achieving win-win and mutual benefit for all parties.

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Author:Leon

Source: PR Home