Weibo Brand Account Private Domain Marketing Skills

In the era of mobile Internet, traffic, that is, users, is the basis of all business activities. Only by continuously expanding the traffic pool and increasing the number of new users can we have the opportunity to talk about subsequent conversions and retention.

The high stickiness and high premium brought by the brand make almost all companies that have tasted the sweetness exclaim "it's so good". Brand is the ultimate secret to extending LTV (customer lifetime value).

In fact, brands and traffic are both competing with each other and mutually beneficial. Whether it is a new consumer brand or an evergreen brand, the key to entering the deeper stage of development is to find the balance between brand and traffic, and to operate traffic in a refined manner, thereby improving user retention and activity, and creating more room for imagination for brand value.

At this time, efficiently transferring the massive attention obtained from the public space to the brand's private domain and accumulating brand social assets has become an excellent breakthrough point for more and more companies seeking solutions to the above problems.

Recently, the author observed that Weibo has made drastic innovations to corporate Blue Vs - launching Weibo brand accounts and successfully breaking through the boundaries between public and private domain traffic through product upgrades. Today, we will analyze the underlying logic behind it and see how Weibo Brand Accounts can help brands retain, revitalize, and maintain their social assets over the long term.

Break down the barriers between the public and private sectors and extract the required specific "nutrients" from the fertile "soil"

It is difficult for a brand to claim that it is suitable for all users in the market, and for a brand, casting a wide net to capture everyone is neither realistic nor necessary. In the vast public space, users need to find the brand products that best suit them, while companies focus on finding the most valuable user traffic.

The emphasis on private domain traffic in today's commodity economy is actually the pursuit of valuable traffic, allowing the right brand to meet the right people, achieving accurate matching of people, goods and places, reducing some unnecessary losses in the brand marketing funnel, and thus improving the efficiency of commercial conversion.

The impression given by the new launch of Weibo Brand Account is that it is a long-term solution that helps companies aggregate and precipitate the brand’s most core social assets from each marketing traffic.

For many brands, Weibo is naturally a vast and fertile "black soil" of public domain traffic.

Vast refers to the “wide” number of Weibo users and the “wide” circles. According to Weibo's financial report data, as of Q1 2021, Weibo's monthly active users reached 530 million. Users from all interest circles can find their own "paradise" here, making it a leading traffic gathering place in the country.

Fertile means that Weibo users are obviously getting younger, are highly active and have obvious personalization. These users express their ideas on Weibo through pictures, texts, videos, live broadcasts and other content, and they themselves have the ability to create high-quality content.

Weibo brand accounts are channels that help brands continuously absorb "nutrients" from the public "soil" of Weibo into their private domains.

In today's marketing environment where it is difficult for KOLs to accumulate high-quality content, commercial activities are completed and then left, and brand users are difficult to retain, Weibo brand accounts have comprehensively improved brand operation efficiency through content accumulation, user accumulation, grass-planting conversion, social resource accumulation and other links, becoming a place of operation for deepening the circulation of public and private domains and accumulating brand social assets in the long term.

Let's take the specific new tea brand @茶里CHALI as an example for a brief analysis. After connecting to the new Weibo brand account, Chali's official Weibo account has a new profile page and brand account product special. Not only does the profile page have more refined brand carousels, brand videos, live broadcast interfaces and other content, but there are also corresponding segmented modules such as brand topics, brand star products, and brand friends, realizing the full-link and multi-dimensional content-based product to help new product exposure and volume explosion.

This not only makes the page more refined and attractive, but this design also integrates and plans the scattered brand information originally in the public space, forming a one-stop aggregation of brand information. This aggregation can exist for a long time, which is not only more conducive to improving user experience, but also facilitates long-tail dissemination and long-term sedimentation of the brand, thereby further increasing user retention and realizing the comprehensive aggregation of fan management, brand management and content management.

After breaking through the boundaries of public and private domain traffic through the built portals and brand friend products, in the brand's own "world", the brand has a series of innovative gameplay and brand content expansion, which brings together marketing forms such as fans, brands, and content operations, making the brand's private domain traffic pool rich and colorful.

Beautiful interactive "moments", Aronson's enthusiasm and Art's inability to stop

In the process of building a brand's private domain traffic pool, Weibo brand accounts transform short-term campaigns into long-term brand operations, thereby achieving the sedimentation of social resources from the public domain to the private domain.

In terms of content, Weibo brand accounts have created a new advanced style of search brand zone to maximize the reach of users in brand interest circles, achieve brand native content aggregation, and integrate various user preferences.

In order to fully mobilize the enthusiasm of this group of people with broad interests, another major function of Weibo brand accounts - "Brand Moments" uses the "task + reward" method to attract more users to participate in topic discussions. There is an Aronson effect in psychology, which points out that people's attitudes will gradually become positive as rewards increase, and this is also the reason why some users actively participate in brand activities.

Whether it is celebrity endorsement marketing, using the same products and peripherals to leverage fans' enthusiasm for participation; or new product launches, obtaining the most authentic user word-of-mouth feedback through free reviews; or hitting the hearts of the gaming community with game props gift packs and peripheral products; or successfully "fleecing" big brands with vouchers. With the active participation of users, what is gained is not only user assets but also content assets.

The UGC content generated by the interactions and discussions of these users during brand moments will also become high-quality private-domain assets that output brand information and reach more users. The popularity brought by these high-quality UGC content will further enhance the brand's voice in the public domain traffic pool, thereby achieving a quantitative transformation from the public domain to the private domain and then feeding back to the public domain.

Just as Adam Alter, a Princeton psychology Ph.D., mentioned in his book "Can't Stop: How to Break Free from Behavioral Addiction in the Age of Screen Scrolling", the "irresistible and unpredictable positive feedback" from users intertwined in Weibo brand accounts is continuous and strong.

The many ways to play with Weibo brand accounts are not just about outputting information, but about achieving a chemical reaction between the brand and the user at the right time, the right thing, and the right brand. The interweaving of timeliness, fun, and rewards allows the brand and users to interact and fission infinitely in the brand account, further strengthening the relationship and bond between the two.

Create a marketing positive feedback loop and achieve snowball growth in public and private social assets

In the mobile Internet where everyone is speaking out, we are surrounded by all kinds of brands and personal information. This is no longer an era where good wine needs no bush. Brands need to "speak" loudly to reach users widely and lay the foundation for subsequent long-term sedimentation.

Relying on KOLs to spread the word and increase brand awareness and attract potential users has become a routine basic operation in corporate marketing. However, in the past, the cooperation between brands and KOLs was often scattered and limited to a single marketing campaign. High-quality grass-roots content could neither be strongly bound to the brand nor be accumulated as the brand's content assets.

In this regard, Brand Friends on Weibo Brand Accounts have provided a high-quality solution. Whether it is the featured tab of the brand’s official WeChat account, the brand account tab, or even the brand account product special, it comprehensively aggregates and presents high-quality blog content from KOLs who have cooperated with the brand.

On the other hand, in the KOL account position, KOL content is strongly bound to the brand. When users browse KOL’s recommended blog content on Weibo, brand friends will recommend brand-related blog posts, releasing more brand information, such as order diversion, card and coupon issuance, event guidance, event TVC, etc.

This form firmly binds the brand and its close friends. For the brand, it can not only accumulate the fans of the brand's close friends in the public domain into its own private domain user assets through high-quality content, but also, these contents are also the brand's valuable content assets and voice assets, bringing longer-term value growth to the brand.

For example, the daily chemical brand @WatsonsChina uses the brand friends function of its Weibo brand account to continuously aggregate content created by KOLs during marketing activities. These friend contents expand the brand's interested users, amplify the brand's own "voice" in the public domain, and convert public domain traffic into private domain assets. These high-quality content will be displayed as brand friends are aggregated and deposited in the brand account for a long time.

Through the two-way voice of Brand Moments + Brand Friends, the brand's content position continues to expand and the private traffic pool becomes more solid, making it easier to establish strong interaction between the brand and users and continuously produce high-quality UGC content. At the same time, the private domain traffic pool is also further feeding back the public domain content output, further increasing the brand's voice in the public domain traffic, and forming a three-dimensional new marketing model that integrates public and private domains.

Moreover, being on Weibo brand accounts not only allows the brands to accumulate long-term marketing effects, but the users participating in the activities also continue to grow. They are not just passive participants in the activities, but rather active shapers of the activities. Everyone’s sharing and comments may become a reference for others, creating long-tail value release and forming a deeper level of brand recognition.

For example, after the #烧炎夏日有茶真甜# brand account activity on Weibo X Cha Li, the average daily voice of Cha Li increased by 198% compared with before the activity, and the number of people interested in the brand increased by 187% compared with before the activity. The number of people interested in the Cha Li brand has increased greatly, and the contribution of brand friends has exceeded 30%.

It is this kind of marketing position that allows users to continuously practice their own value and makes every user feel involved and growing. It is this that can always maintain user vitality, continuously draw and discover high-quality users that fit the brand from the soil of Weibo, and achieve longer-term and sustainable LTV.

Final Thoughts

What traffic and brands ultimately want to achieve is user value, and the core of Weibo brand accounts is to help brands gather the maximum user value based on LTV. This is true for both new consumer brands and century-old brands.

You should know that many of the current private domain traffic channels have successfully attracted traffic from public domain traffic, but it is difficult to retain the traffic. These traffic resources are often only one-time, not long-term and sustainable. The current demand for high-quality private domain traffic in the market is actually the pursuit of high user retention.

Weibo brand accounts promote the common progress of brands and users, and the value of both parties can be released in the long run. They naturally have higher user retention, thereby establishing a real private traffic pool.

Japanese writer Hidetoshi Miura analyzed the consumption trends of human society in "The Fourth Consumer Age". In this form, we are in the third consumer age that advocates brand and personalized consumption. Brand value and brand building are becoming increasingly important for companies.

Weibo brand accounts, backed by the huge traffic of Weibo, have created a marketing positive feedback loop of public domain-brand private domain-public domain, realizing a new three-dimensional marketing scenario. In the new era of marketing, Weibo brand accounts have gradually become an indispensable part of brand marketing, and also provide greater room for imagination for brand development.

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Author: Zhai Caihua

Source: Zhai Caihua