On May 15, Kuaishou held a communications industry salon in Qingdao with the theme of "Powering 5G to Win the Future". The official team of Kuaishou marketing service platform Magnetic Engine and hundreds of partners from the communication industry from all over the country discussed the new ideas of Kuaishou marketing in the communication industry, talked about the new development trend of the industry, and Magnetic Engine and customers in the communication industry side by side to achieve a breakthrough in the upcoming summer marketing war.
Zhang Qinqin, head of Kuaishou Magnetic Engine Media Business, said in his speech that the overall advertising consumption growth rate of Kuaishou in the communications industry is relatively high, and the year-on-year growth rate of native advertising consumption in Q1 this year has reached 685%, and the results are inseparable from the trust and support of industry partners in Kuaishou. In the future, Kuaishou will bring more product empowerment to customers in alliance traffic and third-party payment, and continue to jointly explore new cooperation models and possibilities in industry live streaming and star traffic.
Insight into the new trend, Kuaishou builds a new ecology of intelligent operation in the communication industry
As a national-level short video live broadcast platform, Kuaishou's user ecology continues to prosper, and with its huge user base and high user stickiness, it has become an important position in brand marketing. According to the data, the monthly active users of the Kuaishou platform in the fourth quarter of 2023 exceeded 700 million, a year-on-year increase of 9.4%, the proportion of user usage time in the total mobile Internet time was 10.9%, the compound growth rate of short video playback was 14%+, the average monthly shopping amount of e-commerce users exceeded 1,000 yuan, and the average monthly search users increased by 16%+ year-on-year. The thriving user ecosystem has stimulated new marketing vitality for the platform, and brands can meet with featured emerging users and coexist with a large number of new creators in Kuaishou.
For the communications industry, the active activity of young users in the summer is an important node for the marketing of existing products. Hawthorne, head of media information business strategy of Kuaishou Magnetic Engine, deeply analyzed the current trend of intelligent marketing in the communications industry from the perspective of industry insight. He believes that communication customers can see more specific user behaviors in Kuaishou, in addition to the basic user distribution, scale, interest preferences, etc., you can also understand the user's focus on different operators, for example, mobile users have a higher willingness to search for low-month-to-month cards and high-traffic cards; China Unicom users are more interested in Chinese New Year activities and node benefits, and are interested in evaluating number cards; Telecom user search focuses on the brand word itself, and has the appeal of seeking customer service phone numbers and self-service number selection.
In Kuaishou, there is also an exclusive communication industry's characteristic talent ecology, among which youth talents, fashion outdoor talents and life talents occupy more than 6% of the communication industry consumption of the magnetic star platform. At the same time, in 2023, the number of cooperative influencers in the Kuaishou communication industry will increase by 700.4% year-on-year, and the number of settled influencers will increase by 55% year-on-year.
Hawthorne revealed that under the simultaneous efforts of the platform and communication customers, the industry investment is growing steadily. Kuaishou also keeps up with the rhythm of traffic and activates marketing with special content, including the Tokyo Olympics, Beijing Winter Olympics, Hangzhou Asian Games, NBA and other major sports marketing nodes, Kuaishou joins hands with operators to move from "live" to "public", and the creators have wonderful rhythms, bringing huge marketing volume. In the upcoming Paris Olympic Games, Kuaishou will also create a super live broadcast room with full-time companionship, full-scene experience, and 408 hours of continuous broadcasting, and continue to unlock new ways to customize customers, so as to achieve "faster" marketing communication at the same frequency.
In addition, Kuaishou will also help operators build an intensive account management matrix, promote the integration of operators' online storage from multiple dimensions such as independent operation capabilities and regional distribution capabilities, and finally detonate the increment of the communications industry at multiple points through "product efficiency linkage + product efficiency improvement + strategy efficiency improvement".
Live broadcast + talent, unlock a new way of intelligent marketing in the communication industry
With the popularization of 5G technology and the in-depth development of the mobile Internet, short videos and live broadcasts have become the new mainstream traffic entrances. And "live broadcast + talent" are the two major grasps of Kuaishou to unlock intelligent marketing in the communication industry. At the scene, Zhao Yue, an expert in the operation of Kuaishou Magnetic Engine live broadcast business, introduced Kuaishou Magnetic Intelligent Investment live broadcast products, bringing better "marketing tools" to merchants.
Zhao Yue said that through the live broadcast products of Kuaishou Magnetic Intelligent Investment, an efficient and sustainable conversion channel can be built for merchants, and goals such as crowd breaking, traffic expansion and back-end ROI improvement can be achieved. Its "live broadcast advertising" is an advertising form that uses the "real Kuaishou account" to deliver video materials or real-time live broadcast images on the video stream, directs users to the live broadcast room and is guided by the anchor to carry out corresponding conversion behaviors, bringing new live broadcast marketing capabilities to customers, helping customers obtain new traffic, plus native content and interaction, helping advertisers improve their "quantity" and "quality".
Kuaishou also builds momentum through influencers to help customers activate increments. Lin Xiaowei, an operation expert in the Kuaishou magnetic Juxing communication industry, pointed out that the current short video content has strongly spliced the fragmented time of users and has become an "important place" for users' digital life, while Kuaishou traffic has grown steadily and has an incremental population that cannot be ignored. Kuaishou Magnetic Gathering Stars takes people and content as the core, finely excavates the vertical categories of talents, establishes a three-dimensional resource library of "agency + head + high-quality talent", and meets the various marketing demands of customers in the communication industry through the three cooperation models of "star video, star live broadcast, and star task" and four types of marketing components.
Operations empower AI to improve efficiency and create a new way of quality and efficiency marketing in the communications industry
How to develop your own traffic matrix and achieve multi-point breakthrough in marketing in the fierce traffic Red Sea competition is also the focus of this event. Zhou Jiaxing, an expert in the communication industry operation of Kuaishou Magnetic Engine, shared the growth trend of the communication industry at the scene, which has developed rapidly for three consecutive years from the perspective of the industry and is improving simultaneously in all dimensions.
Zhou Jiaxing believes that on the one hand, customers in the communication industry should expand the sea to increase the "volume", lay out the traffic position, penetrate various high-adaptation scenarios, and build targeted traffic scenario strategies according to different product lines; On the other hand, it is necessary to deepen the "efficiency", with the help of high-precision DMP crowd packing, fully automatic UAX, effective customer acquisition double bidding and other product tools, the product strategy "double effect" to help growth.
Qu Jingran, general manager of Xiamen Zhonglian Century Flow Fruit Division, shared his views on advertising innovation practices in the communications industry. She believes that the communication industry has always had limited characteristics, with pain points such as inaccurate users, low conversion rates, and high conversion costs, but through the empowerment of AIGC tools, it can effectively control costs, generate materials such as images, videos, and product selling points on a large scale, and add automatic material review to ensure the compliance and effectiveness of ideas, which can effectively promote efficiency improvement. At the same time, with the help of AIGC tools, customers can also use algorithms to achieve personalized advertising, realize content creation and production through deep learning, and achieve user privacy protection through encryption technology and clear privacy policies.
For a long time, Kuaishou has always paid close attention to the development of the communications industry, and is committed to developing and making progress with industry customers through diversified empowerment in the form of "short video + live broadcast". In the future, Kuaishou will continue to deepen the industry, support partners through rich product strategies and resources, help them fight the intelligent marketing battle, meet the trend, and grow together with the future of the communications industry.