How can Weibo advertising take advantage of the epidemic to revive?

“If you were given a room with a suitable temperature, food, a mobile phone, and WIFI, but the prerequisite was that you could not go out, how long could you stay there?”

Who would have thought that this problem would come true this year? The 2020 Spring Festival is destined to be an unforgettable one. The sudden outbreak of the pneumonia quickly spread from Wuhan to all parts of the country, and the entire country seemed to have been put on pause.

1. Stay-at-home consumption during the epidemic

Due to the impact of the epidemic, everyone is forced to stay at home. The impact on various industries is obvious, but "home" consumption has also become popular. As people are staying at home for epidemic prevention during this special period, the online sales of many products with urgent needs, such as health protection, disinfection and cleaning, and food, have increased rapidly in the short term.

Xigua Data Weibo Version-Product Details

Most offline stores have been severely impacted, especially cosmetics stores, clothing stores and other non-essential consumption stores, which have suffered heavy losses due to the reduction in travel scenarios. Although after the epidemic, offline consumption will rebound or even retaliatory growth. But it is undeniable that people’s consumption habits have changed unconsciously while staying at home.

1. When both online and offline channels can meet consumer needs, more and more people will choose convenient online consumption

2. People's awareness of health protection has greatly increased, and their consumption habits for health products have also been strengthened.

2. Online marketing cannot be ignored

During the SARS outbreak in 2003, 500 people from Alibaba were quarantined and the company was almost wiped out of history. However, on the fourth day of isolation, Taobao, which had been secretly prepared for 26 days, was officially launched. We all know the story that followed: Taobao emerged from the SARS epidemic with tremendous fighting power, and today Alibaba's e-commerce is leading the way in China and even the world.

Coincidentally, in response to the sudden outbreak of SARS, another company made a timely decision to switch from offline to online. It was this transformation that created another online retail giant - JD.com.

The situation today is similar to that time. Due to the epidemic, shopping malls and stores are unable to operate normally. In addition, most people stay at home, so most offline businesses were thrown a bucket of "cold water" during the 2020 Spring Festival. If offline channels don’t work, what about developing online channels ?

Some companies feel that the epidemic is not over yet and have postponed or even stopped their marketing efforts. The truly smart people are stepping up to seize this opportunity and plan for online growth for their brands.

According to a set of data released by QuestMobile, due to the impact of the epidemic, the scale of daily active users and the average daily user time of mobile Internet have both hit historical highs, which means that more consumers' attention is focused online. Regardless of the category of products, make good use of the current situation to "occupy" consumers' attention, and at the same time use quality to retain as many consumers as possible. Then even an inconspicuous small brand can become famous overnight , as is the case with JD.com and Taobao.

3. Find the “right people” to speak for your product

Consumers care about the quality of products and prefer to get information from people they trust. The focus of people-centric marketing is on sharing and communication through social channels . Weibo has always been one of the most active social media platforms in China, with an average of more than 200 million active users per day during the Spring Festival. On Weibo, bloggers share their experiences with the product, spreading it to more consumers and thus the product’s popularity begins to gain momentum .

Choosing the right high-quality bloggers is the most important thing when advertising on Weibo, and several key points cannot be ignored. First, we can quickly analyze bloggers through Weibo diagnosis. Weibo Diagnosis will give a comprehensive score based on the account status, and at the same time provide the blogger's recent Weibo data and content analysis, allowing advertisers to quickly understand the blogger's recent operational quality . For details, please see "Don't worry about the difficulty in analyzing the quality of blogger operations, one-click diagnosis is simple and rough! 》

We also need to pay attention to the blogger’s fan portrait. The fan portrait includes real fan data, fan gender distribution, regional distribution, fan tags, etc. When choosing a blogger, advertisers should find a blogger whose fan characteristics match their product, so as to reach target users more accurately.

It is also very important to use Weibo monitoring to determine whether the blogger is inflating the number of views. Do necessary identification work before launching to avoid the embarrassing situation of high investment and low return.

After this epidemic, various industries will evolve more towards "online", shorten the distance between products and people through communicators, and convey brand value with quality. We believe that after the cold winter, there will be spring!

Author: Xigua Xiaowei

Source: Xigua Data