How to use holiday trends to create hits?

Festivals are the focus of marketing planning every year because they bring their own traffic . How should creators play holiday marketing well in the coming months? This article attempts to provide you with some ideas for reference by analyzing excellent cases in previous years.

"Double 11" has just shown people the power of holiday marketing. Next week will be Thanksgiving, and before the Spring Festival we will also have Christmas Eve, Christmas , New Year's Day and New Year's Eve.

As a super IP, festivals themselves bring huge traffic. For content creators, festivals are predictable hot spots, and hot spots mean traffic, so festivals are the focus of annual planning.

In fact, there are some creators who take advantage of the festival to come up with various unique strategies to overtake others. So how should creators play with holiday marketing in the coming months?

This article attempts to provide you with some ideas for reference by analyzing excellent cases in previous years.

1. Characteristics and benefits of festival marketing

For general brands , the purpose of holiday marketing is mainly to gain brand exposure or convert sales of physical products. However, for most content creators, holiday marketing is more of a way to take advantage of the popularity of the site, with the main purpose being exposure and increasing followers.

The festival is not only a carnival for ordinary people, but also a "trump card" for creators to achieve a counterattack.

The reason why festivals are valued by creators is mainly determined by the following points:

1. The ritual and uniqueness of the festival itself

During the festival period, most people will change their previous fixed living habits and rhythms in terms of diet, consumption, work and rest, etc. This is a kind of ritual sense of the festival. It can allow people to temporarily withdraw from the busy and monotonous pace of work and life and gain physical and mental relaxation.

Therefore, for short video content that provides people with leisure and entertainment needs and helps them kill fragmented time, topics related to festivals can receive higher attention.

1. Attributes of festival traffic aggregation

The reason why festivals become hot topics is that they have the natural attribute of attracting public attention. During the festival period, the audience's viewing needs are more concentrated and unified, and people will have a stronger desire for interaction and emotional needs. Most people are willing to see content related to the festival and are willing to interact.

With clear demands, creators can create in a more targeted manner, thus effectively reducing the time cost of creation and operation and improving efficiency.

1. The cultural and emotional core of festivals can easily resonate with people

Most of the festivals that have been passed down to this day have a deep cultural or emotional core. The reason why they are attractive is not just because of the holidays or consumption boom, but also because of the certain emotions or blessings they carry.

Therefore, festival-related content has a natural emotional advantage and is more likely to resonate with the audience, and emotional resonance is one of the most effective marketing methods. It can bring the program closer to the audience, allowing the audience to find a sense of group identity and belonging, thereby establishing a trusting relationship.

2. Inventory of holiday marketing methods

The holiday marketing in the short video industry is actually the creators actively looking for the relevance of content and festivals, approaching from one or more angles, so as to achieve the purpose of riding on the hot spots and increasing fans and conversions.

From the perspective of hot spots, there are two common methods:

1. Taking advantage of the trend in form

Not everyone understands the historical and cultural background behind each festival, and not all festivals have profound cultural connotations. Formal celebrations can satisfy many people's needs for celebrating the festival.

Therefore, content creators should pay attention to the expressiveness in form.

For example: During Halloween , beauty bloggers can use makeup to show the combination of content and Halloween; during the Dragon Boat Festival , food bloggers will use making rice dumplings to show the combination of content and the Dragon Boat Festival.

The advantages of this method are: low cognitive requirements for the audience and high audience acceptance.

In fact: most creators adopt this combination of methods in holiday marketing.

However, its disadvantages are also very obvious: lack of creativity, serious homogeneity, and it is difficult to stand out from many similar contents.

▲ Picture: "Tieyi WENDYZ" Halloween makeup

1. Emotional fusion and extension

For festivals with profound cultural connotations and that touch people's emotions, such as the Mid-Autumn Festival and the Spring Festival, making full use of this attribute of the festival can more easily touch the hearts of the audience and become a hit.

Therefore, the core element of this method is the emotional needs of the audience. It taps into the popular emotions carried by the festival itself, cleverly integrates this emotion with the content, and allows the audience to resonate emotionally, thereby narrowing the distance between the content and the audience and creating a sense of trust.

There are currently two common methods:

(1) Summary, comparison, and inventory

This method is suitable for festivals such as New Year's Day and Spring Festival, which symbolize endings and new beginnings.

For example, at the end of last year, Kevin English Intelligence Agency launched the video "A video made by 320,000 people at Bilibili ". This video was completed by the audience actively recording their 2017 in the barrage area and writing down their wishes for 2018. As soon as this video was released, it rushed to the top 3 of the entire Bilibili list.

For example, Papi Jiang’s “18-Year-Old Me vs. 30-Year-Old Me” released at the end of last year brought the audience into an imaginary situation comparing the past and the present, thus generating interaction and resonance.

( 2) Focus on humanistic care and impress the audience with emotions

This is the most common method, which usually revolves around topics such as self, memories, dreams, love, and family. Its main purpose is to get into the hearts of the audience.

For example, "Someone Is Always Secretly Loving You", which was launched by "Human Laboratory" on Thanksgiving last year, resonated with the audience through its heartwarming content, thus creating a screen-sweeping effect.

1. Combining festivals with operational activities

Carrying out operational activities before or during a festival, combining elements of the festival itself with the activities to attract audience participation is also an important festival marketing method. However, since the audience's cooperation is required, the creativity and appeal threshold is relatively high in terms of mobilizing the audience's enthusiasm.

The most common method is to repost on Weibo and draw a prize, but it is obvious that this method has deviated from the festival itself - the attraction, that is, the prize has become the key factor in determining whether the audience participates.

For example: The 400,000 lottery event launched by Office Ono not long ago sparked heated discussions among the audience. According to Kas Data statistics: In the latest word cloud chart of the show "Office Ono", words related to lottery, such as "forward", "win", and "insulator", are the focus of audience discussion.

To sum up: taking advantage of marketing opportunities during festivals is a creative method that most creators will adopt.

However, most holiday marketing content is still a superficial combination of forms rather than a deep integration of emotion and content. In fact, only by touching the audience emotionally can you win their hearts. This is also the difficulty that creators should focus on and overcome in the upcoming year-end holiday marketing.

Source: caasdata (ID: caasdata6)