The marketing value of Toutiao content!

KOL content marketing is becoming more and more popular, but Toutiao ’s KOLs do not seem to be fully commercialized yet.

Although Toutiao’s headlines often have content with millions or tens of millions of traffic, they are often overlooked in brand communication and KOL procurement. Can’t these millions and tens of millions of traffic be used for marketing?

In my opinion, the marketing value of Toutiao content has been ignored or underestimated.

Let’s discuss this strange question today and sort out the marketing value of Toutiao content. the following:

The public outside the hot search

Before talking about Toutiao, let’s talk about another topic - the public.

Who are the masses, how is public opinion formed, and what is the relationship between public opinion and the masses?

In marketing communication, a relatively important indicator is how many hot searches it has appeared on? Especially in entertainment communication, hot searches have become standard.

But if you take the most searched topic of the day and go out to the street, even if it’s Sanlitun, and ask people if they know it, nine out of ten times they don’t know.

When "Wolf Warrior" earned 5 billion at the box office, most of the contributors were people from lower-tier cities. When I thought "Summer of the Band" was the hottest variety show last year and when it frequently appeared on hot searches, most people had never heard of "New Pants".

When we talk about "swiping the screen" or being swiped the screen, it may only be swiping the screen within a very small range.

When we do marketing communications, similar illusions often appear. They look very hot, but in reality they don’t have much effect.

At the level of mass communication, we are entering a fragmented world.

The first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen form a large circle, which is also very diverse and is differentiated by different industries, interests, etc.

These diverse circles constitute what we call "public opinion", including the media, internet celebrities, influencers, and ordinary people who speak out, almost all of whom are young people in first-tier cities.

These people created "public opinion", but most of the time this public opinion did not go beyond the circle and still affected the groups in first-tier cities.

The real masses are ordinary people outside Beijing, Shanghai, Guangzhou and Shenzhen. They are relatively silent and rarely participate in social topics. But they are always watching, constantly consuming, in silent action.

Looking back at the headlines of Toutiao, in addition to hot topics and events, there are many more topics that ordinary people care about, which have a real impact on real ordinary people.

After clarifying the communication value, we can talk about the marketing value. There are no wrong media or content, only wrong communication strategies.

After the Spring Festival, Toutiao bought the first broadcast rights of two theater movies, "Lost in Russia" and "The Big Winner", which had a huge impact on volume and data.

Next, let’s talk about the marketing value of Toutiao from the perspective of entertainment marketing.

Entertainment Marketing, From Topics to Masses

When we talk about entertainment marketing, we are almost always talking about individual stars rather than the content itself. Entertainment marketing has become fan circle marketing. If you only focus on people, the content will be ignored.

For example, the marketing of movies and TV series usually has a strong timeliness and requires immediate feedback on box office and ratings. If entertainment marketing remains in the fan circle culture, high-quality entertainment content will find it difficult to break out of the circle.

Entertainment is originally for the masses, not a topic for a small circle. The addition of Toutiao may allow entertainment marketing to break through fan circle culture and move from topics to the masses.

In the entertainment circle, Toutiao has established the "Toutiao Entertainment Manager" organization, which currently has more than 100 Toutiao authors as members. Its goal is to produce real and in-depth entertainment content, and it is mainly composed of well-known entertainment influencers, professional media, and high-quality talents.

There are "Daodaodaowenyi" and "Media Cherry Pie" that write about celebrity gossip, "Rotten Tomatoes" and "No. 1 Cinema" that write about film and television hot spots, and "Music Pioneer" and "Entertainment Values" that write about professional industry reviews.

I would like to focus on the writer "Wan Xiaodao" who provides in-depth interpretations of the entertainment industry. I met Brother Dao on the Sina Forum in 2008. He has a sharp writing style and does in-depth research. Currently, the content on his Toutiao account often has more than 10 million reads. He narrates the history of entertainment gossip in a relatively serious literary style, influencing tens of millions of people.

This year, Toutiao began to dig deep into the value of entertainment marketing. It is not just about people, fan circles, or topics, but about real content reputation and actual conversions.

Spring Festival file "picture and text belt long"

Let’s first talk about the two movies in the Spring Festival. ByteDance bought the premiere rights of "Lost in Russia" and "The Big Winner" and broadcast them to the entire network for free. If anyone was going to buy it, it should have been iQiyi, Youku and Tencent Video. It was really surprising that ByteDance bought it.

If ByteDance holds a press conference and announces its plan to enter the distribution and production of movies and TV series, it probably won't cause any response. At this critical juncture, promoting their products in a way that is popular with users can achieve multiple goals at one stroke.

Another thing is Luo Yonghao’s live broadcast. They want to do live broadcast to sell goods, not to spread it in the way of advertising and public relations, but to make a sensational case and create a popular ICON. All major brands and creative people from the second party, please take a look. We'll talk in detail later when we have a chance.

Back to marketing, in the communication strategies of "Lost in Russia" and "Big Winner", Toutiao chose to use pictures and texts to drive long videos to generate instant conversions. One is to jump directly to the text link within the picture and text, and the other is to use the card at the end of the text to guide viewing. The advantage of this is instant access without waiting, and you can directly convert to the content after reading the film review.

In the promotion of "Lost in Russia", 88 "Li Yu Jun" members produced in-depth film reviews, which received more than 10 million reads and hundreds of thousands of comments.

The graphic and text strip is equivalent to the integration of the communication platform and the content platform, which can produce rapid conversion, form a closed loop of communication, and greatly improve communication efficiency.

Mass Entertainment Marketing

Let’s talk about the mass attributes of entertainment marketing. Entertainment certainly needs topics and needs to be discussed. But it needs to break the circle, it needs to break the circle, it needs to be more popular.

It's not just entertainment marketing, too much marketing is just for self-entertainment, and it's all about flooding a few people's social circles. Entertainment marketing has turned into fan circle marketing, becoming more and more niche rather than popular. The Toutiao account of Toutiao is trying to break out of the fan circle and move towards more popular entertainment dissemination.

When Feng Xiaogang's "Youth" was released, a film review with over a million views written by Toutiao author "No. 1 Cinema" triggered mass dissemination of the film. Bole Marketing, which was responsible for the marketing of "Youth" at the time, began to notice the changes in the situation, changed its communication strategy, and continued to invest in Toutiao resources, ultimately earning a box office of 1.4 billion yuan.

In film marketing, whether it is self-entertainment marketing will be immediately apparent, because the box office growth of the films made by theaters is presented instantly.

Both "Lost in Russia" and the previous "Youth" have verified this strategy on Toutiao. The traffic of Toutiao may be weak in public opinion, but it has achieved great success in terms of instant conversion and effect.

Therefore, in the entertainment marketing of movies and TV series, Toutiao is a treasure and its value is underestimated.

Information distribution across circles

Finally, let’s talk about the distribution of information. On most platforms, it is difficult for creators to get information beyond their own fan base. Although it can be shared with everyone, it is almost always within the fan base, and the platform may even limit the flow of information.

The traffic of Toutiao accounts is divided into two parts. One is the traffic from its own fans, which can bring basic traffic. The second is platform distribution, where high-quality content will be recommended to more people.

For example, my elder brother "Wan Xiaodao", who has been with me for more than ten years, often has millions or even tens of millions of views for one of his articles. If it is the content of a movie or TV series, an article with tens of millions or more is enough to trigger an overall marketing campaign.

To sum it up briefly, there is no doubt that the Toutiao platform has huge traffic and has a real influence on the general public. At a time when entertainment marketing is becoming more and more fan-centric, high-quality movies and TV series urgently need to break out of their circles and reach the general public, not just in fan circles and not just within the Fifth Ring Road.

The dissemination of Toutiao accounts has been verified in entertainment marketing, but its essence is the expansion of information dissemination to reach more ordinary people.

Communication strategy, find the right path

The issue we are discussing today is essentially about communication strategies and communication paths.

The current Internet content ecosystem is very complex, with different circles, different platforms, different content forms, etc. If you draw a content map, it will probably be as complicated as a maze. To formulate a communication strategy is to unravel the mystery in this maze and find the right path.

Finally, let’s talk about how to implement communication strategies and how to find the correct communication path.

Communication strategies cannot be based on empty imagination; they require people who are familiar with the Internet and are familiar with various content platforms and content attributes.

The official traffic and creator traffic of each platform are differentiated, and creators are divided into different levels and circles. It is best to have a better understanding of the top creators. In short, you need to have an understanding of the overall environment.

So, this is hard work at first. If you really know how to develop a communication strategy, you will probably use screens for more than 7 hours a day, and your phone will be installed with all kinds of social apps. This is just a rough idea.

Then there is the purpose of communication. Don’t just want to be famous or dominate the screen. This is like wanting to win the lottery. You need to sort out the specific purpose.

You need to stay fresh in public opinion; output brand information to the industry; promote the third female lead in a movie; or obtain real movie box office results; sell goods worth 10 million through live streaming; or build brand awareness through live events, etc.

After the communication purpose is clear, choose a core platform.

For example, if you want to convert movie box office revenue, based on your general understanding of all platforms, you think Toutiao creators would be a good choice.

Next, we will delve into the creative ecosystem of Toutiao accounts and sort out who is the absolute leader in this ecosystem, who is the leader in the circle, what are the attributes of each content, what kind of content is suitable to attract the public, etc.

Then select suitable creators to produce content that serves the purpose of dissemination. Now that the content is out, is more traffic needed for dissemination? Others reposted and spread it? Or purchase official traffic? Ultimately getting infinitely close to the ideal goal.

In the complex Internet ecosystem, there is no universal path. Don’t just want to swipe the screen just because others are spamming, don’t just want to sell goods just because others are selling, don’t just want to be on the hot search just because others are searching. The road that is crowded with people is often not the road that belongs to you.

Communication strategy is to unravel the complexity and find the right path in a complex environment. Use minimal resources to leverage maximum energy.

Related reading:

1. Experience and tips on how to increase followers and monetize on Toutiao accounts!

2. Toutiao’s 25 popular article title routines, you have to admire them!

3. For Toutiao account operation, it is not a dream to create 100,000+ by doing these 5 things!

4. New media operation: How to create content for Toutiao?

5. How can a Toutiao account quickly gain millions of followers? Share 10 marketing tricks!

Author: Cucumber Morning News

Source: Qinggua Media