The top ten screen-sweeping cases in the first half of 2021!

The Harvard Business Review once pointed out: In the business context, content covers all products and services related to consumers: it can be a game, a topic, a variety show, a live broadcast, including the experiences and feelings accumulated by consumers. For enterprises, content has become the "third element of communication" besides products and services.

In today's era of information explosion, the importance of content is even more vividly demonstrated.

Amidst massive and complex information, how to capture users' attention has become an issue that brands must consider. Using high-quality content is undoubtedly the only way to attract users' attention and occupy their minds.

1. The secrets behind the top ten screen-sweeping cases in the first half of 2021

Through observation of numerous cases in the first half of the year, Fmarketing selected the top 10 most popular marketing events in the first half of the year based on its own perspective and judgment. What are the key points that make these cases go viral?

1. Novel, fun and interesting

In today's social media era, serious marketing methods have long failed to attract the attention of demanding young audiences. For brands, if they want to grab users' attention, they need to attract users' attention in interesting and novel ways, and then transform passive communication into user-active communication, thereby increasing brand exposure and influence.

Alipay’s “Are you there?” password is a typical example. The gameplay is not complicated in terms of creativity. But its innovation lies in the randomness of the songs and cheesy love words, which gives people a feeling of drawing a blind box. No one knows which song theirs will be, and the freshness brought by this randomness also triggers spontaneous dissemination among netizens. It is reported that this event was launched by Alipay and Pocket Ringtone for Valentine's Day. It attracted 1.5 million users to participate within 18 hours, and user activity reached a new high after the holiday.

2. Take advantage of opportunities

In today's era of information explosion, properly leveraging the situation can often achieve twice the result with half the effort. For example, the topic of #Gender is not the boundary, prejudice is# launched by PROYA’s attitude short film on Women’s Day is undoubtedly more likely to attract attention and discussion. Wuling Masks took advantage of the Spring Festival Gala, a major IP, and set the Internet on fire.

3. Emotional Marketing

"Emotional marketing" has always been a common way of brand marketing . This approach of incorporating emotion into marketing is common in marketing cases every year, and it has always been effective. At the end of January, Andy Lau joined Douyin and released his first video on Douyin. In the video, Andy Lau recreated the classic rooftop scene from "Infernal Affairs". The speed at which its fans are growing is astonishing, with 32 million fans in 5 days and over 50 million fans in 2 weeks... The sentiment behind it is undoubtedly the key.

In his 40 years since his debut, the hardworking Andy Lau has sung countless classic songs, created countless unforgettable screen images, and influenced generations of users.

4. Tasteless and brainwashing

In this era of information explosion, people have long been desensitized to conventional advertising information. On the contrary, some unconventional and earthy marketing gives people a different kind of freshness. For example, from last year's Lao Xiang Ji's earthy launch conference to this year's Mixue Bingcheng's earthy brainwashing hit, this anti-trend and anti-conventional expression of earthy flavor and self-deprecation also hits the taste of Generation Z, triggering their forwarding and interaction.

5. Interaction and co-creation

In today’s social era, if brand marketing wants to achieve unexpected results, it needs to mobilize users’ enthusiasm for participation and attract them to participate in co-creation, so as to achieve wider dissemination. The popularity of "Theme Song of Mixue Bingcheng" is inseparable from the secondary content creation model of KOL and KOC. These songs have also become an important "weapon" to trigger secondary creation on social media.

The fact that milk tea has become “smaller” and can spread widely is also due to the collective participation of many brands. It also makes the small and cute cup body more "social". In today's world where one cannot be social without good looks, this has become a hot topic as many users have posted photos on social media.

2. Development Trends of Content Marketing Industry

1. Technology drives marketing, and content and technology are more closely integrated

With the rapid development of information technology, technology-driven marketing is no longer just empty talk, but has been truly put into practice. Nowadays, technology can not only target consumers and achieve precision marketing, but also use technology and big data to accurately determine user preferences and provide insights and strategies for content production.

This is also the general trend of the industry. More and more digital marketing companies regard "technology + content" as the company's core competitiveness. On the one hand, technology can be used to accurately understand consumers' preferences and produce content that consumers like; on the other hand, good content can be accurately pushed to target users with the empowerment of big data, thereby achieving better results.

2. Internet celebrity economy, KOL value becomes more prominent

The internet celebrity economy is booming, and internet celebrity product promotion is even more popular among brand owners. On major social platforms, influencers use content such as live broadcasts, short videos, and review articles to attract traffic, influence consumers in every step of their consumption path, including product recommendation, product comparison, and click-to-purchase. The influencer economy + content marketing undoubtedly provides new value for brand building and performance marketing.

Among them, the value of KOL is more prominent. Weibo, Xiaohongshu, etc. are all building a KOL content marketing matrix. KOL-oriented marketing is not only an important way to communicate with consumers, but also a way to convey brand value and establish brand credibility.

3. Short videos have exploded and become the main media format for brands to reach third- and fourth-tier users

With the influence of the economic environment, market competition is becoming increasingly fierce. Short videos have become an important form of information flow advertising. Combined with the huge market space for precision marketing, the fragmentation of user time has led to the rapid development of short video content.

In particular, short video platforms represented by Douyin and Kuaishou, which have a deep user base, are becoming the ultimate important media form for brands. At the same time, short videos have a lower audience acceptance threshold, making them an important media form for brands to reach third- and fourth-tier markets.

4. Platform vertical segmentation, more personalized content

At present, there are many social platforms and video platforms, each with its own characteristics and covering different users. For example, Douyin and Kuaishou, although both focus on short videos, there are huge differences in content. This requires brands to share or promote personalized content to users based on their own positioning, algorithms or label data when placing advertisements. Personalized delivery improves the effective reach of content and enhances the emotional resonance between brands and users.

5. Content marketing + social media becomes more popular

The essence of content marketing is marketing and sales, but good content must ultimately be widely disseminated in order to achieve the intended purpose. Nowadays, social media has become an important channel for communication. By attracting user attention through good content, and then using social collaboration to complete communication, conversion, transaction, and sedimentation, social fission-style dissemination and growth can be achieved.

6. Content Marketing IP

With the development of pan-entertainment, working with various IPs has become a good way of brand marketing. With the help of the fan base accumulated by IP, it is easier for brands to quickly attract the attention of the audience and achieve emotional resonance. For this reason, more and more brands have begun to collaborate with various IPs to launch related products. As a well-known "Internet celebrity museum" in China, the Palace Museum has formed its own IP with various "cute" cultural and creative products. It has also attracted many brands to conduct cross-border cooperation with it. What is even more shocking is that every product has become a hit on the Internet.

This approach of leveraging currently popular IP resources, building a marketing ecosystem around strong IP content, and conducting precise event marketing has become a new path for many companies to explore to break through traditional business difficulties. It is also the most urgent trend facing brands and advertisers.

7. E-commerce live streaming will become more rational and standardized

E-commerce live streaming sales is undoubtedly an unavoidable issue in content marketing this year. With the influx of many internet celebrities, entrepreneurs, etc., live streaming has become the focus of people's attention. Many people in the industry have said that "e-commerce live streaming will become the standard for corporate marketing."

However, as live streaming becomes more popular, chaos in the industry has also begun to emerge: problems such as inflating traffic, false advertising, and mismatched goods are emerging one after another. This has also prompted marketers to rethink e-commerce live streaming. At the same time, brands no longer just use e-commerce live streaming as a channel to sell goods, but hope that it can drive sales while bringing long-term value to the brand.

8. Sports marketing is booming

The quadrennial Olympic Games have always been an important battlefield for brand marketing. However, amid the epidemic, many brands have cut their marketing budgets. However, I believe that brands will not give up on the Winter Olympics held at home. As of now, many companies have released marketing strategies for the Winter Olympics.

For example, in April this year, Yanjing Beer released the marketing slogan for the 2022 Winter Olympics, "Meet on Ice and Snow, Hello Winter Olympics", and launched customized products for the Winter Olympics. I believe that in the next six months, brands’ investment in the Winter Olympics will continue to increase, setting off a marketing boom for the Winter Olympics.

Author: Sister F Studio

Source: Fmarketing