Pan-entertainment top self-media only tell the truth and jokes
Rhino Entertainment Original
Wen | Founder editor | Xia Tian
#假如预算一个亿, how will I spend?#, starting from the 24th, this topic that triggered the collective voice of the advertising circle bigwigs brushed up the circle of friends of many people, creating the biggest brush circle action in the marketing industry at the end of the year.
"I will invest my budget in KOC grass farming, e-commerce live broadcasting and private domain marketing", "I will invest my budget in dialogue videos", "Based on the attributes of the alcohol industry, I tend to release my budget to the two major sectors of sports marketing and cultural marketing"... It is reported that along with the explosive topic, there is a huge engine of the latest "2022 huge engine investment case" H5 released, the new project, the new way to play has become the origin of the big guys talk about.
Annual investment projects such as the huge engine often represent the latest vane of the content marketing industry. As a KOL said, "where the public's attention is, I will invest the budget where", in the era of rare attention, the "content platform" represented by high traffic and youthfulness with Douyin is leaping into the main option of brand delivery.
Especially this year, in the screen-level marketing events such as Zhang Xue, Michelle Bingcheng, and Lingna Belle, starting from the brand's own IP, a large number of platform users (especially short video creators) have been mobilized to create, create stems, and self-propagate for their second creation, creating stems, and self-propagation, which shows that the content platform is becoming more and more critical in brand marketing co-creation. "Calm down, use good products with good content to carry effective traffic to accurate TA", said a brand KOL around the topic of "how to spend a hundred million".
Unstoppable, we ushered in the era of "great migration" of business to content platforms. From the perspective of data dimension, the "2021 Content Marketing Trend White Paper" of the Yien Data website shows that "in the form of advertisers planning to increase their marketing budgets in 2021, content marketing ranks first with a high proportion of 58%", and especially points out that "short video is the main channel of content marketing".
However, the speeches of the big names in the advertising circle also revealed that there are still many industry pain points to be solved in content marketing. Content marketing outlet rolling in, how to find out the brand owner pain points to the right medicine, work together to create, maximize the potential from the "content field" to the "marketing field", Rhino Jun will today will dismantle the new case with three keywords, try to give an answer. How the platform is going to market hot air for 2022 content, it is enough to see this one.
Tuowei "Content"
Let the brand launch "with ease"
Keyword one: content.
The traditional information flow advertising distribution is accurate, but it is simple and rude, and it is highly intrusive, and users are prone to resistance. For people who are currently immersed in mobile Internet products every day, the brand information that is naturally integrated into the native content of the platform is easy to be accepted, which is the main reason for the rise of content marketing.
However, at present, brand owners and platform cooperation are still full of concerns, and the first major pain point is uncertainty. Taking the variety show market as an example, it has long been transformed from the original incremental market of "one broadcast on fire" to the stock market of "the same type of variety show every year", and the variety shows that can be fired on a platform are getting less and less, the heat is cooling down fast, and the traditional variety show is difficult to bring long tail communication to the brand, and the brand's main investment in single projects has become more cautious.
In addition, it is difficult for brand owners to find the IP project that is most suitable for themselves, which is the second major pain point. Specifically, is it the choice to invest in the head IP that covers a wider range of people to pull the brand voice, or the choice to invest in the waist IP to focus on deep ploughing circle users? The former will spend a lot of money but may not be effective, and the latter will invest low but the plate is too small.
In view of the above problems, the new "content globalization" strategy proposed in the "2022 Huge Engine Investment Promotion Case" may become the key to decoding several major pain points. First of all, in response to the problem that the platform single project is difficult to fire, the huge engine has built a more perfect traffic system based on the content, so that the right content can find the right person, and at the same time, based on the perfect link play, maximize the marketing value of the content.
Specifically, relying on the resource matrix such as Douyin, the young giant engine can continue to develop long-tail marketing opportunities for brands to enhance the certainty of brand revenue. For example, unlike the positive film of the traditional variety show, which is a sure win or lose, Douyin can win or lose for the cross-screen variety show "Like! The brand owner of "Talent Show" develops long-tail marketing actions in the station, and the risk of delivery is greatly reduced.
Secondly, for large, medium, and small customers in different life cycles, the massive engine platform will provide massive projects of "multi-point blossoming" to meet the marketing needs of brand main products, sales and sales. For example, the huge engine plans a super "150+" project next year, covering various content forms such as long, medium and short video + live broadcast, and brand owners can choose according to their needs.
Among them, the long video project has a grand event such as "2022 Douyin Beautiful and Wonderful Day and Night", and there is a super S-level long variety show such as "Baichuan Variety Season"; the Chinese video project relies on watermelon video, the ace IP "Zhongxiao , Just Right 2", and the new IP "Jia Yi Bing Ding" jointly with Jia Zhangke has been released; the short video + live broadcast project can not only link the stars, incubate the star selection ip of "Jitter in star selection theater" in the e-commerce festival, and can also hold hands to create "DOU to plant grass" and "DOU to explore the store" And other lightweight projects to meet the diverse marketing needs of brands.
In view of the problem of rapid cooling of the heat of single projects, the original "year-round node marketing" of the huge engine has helped brand owners solve the problem. For any brand owner, Giant Engine will present a "year-round node marketing map" for them to choose. For example, a brand owner can choose to launch the "Year of Fortune China" CNY project in the Spring Festival of Q1, the "Ice and Snow 2022" series of IP at the Winter Olympics in February, and the marketing budget can be invested in the "Beautiful Creator" in Q3 or the "Vitality Conference" at the end of Q4 at the end of the year.
After the Torvido track project, brand owners can target targeted delivery, which also cures their difficulty in choosing whether to invest in head IP or waist IP. In the 2022 IP matrix of the huge engine, on the one hand, there is no shortage of national-level head IP, such as the CNY project "Fortune China Year" and "New Year Time Machine" of the signature festival class, the second season of this year's popular music synthesis IP "Praise for Songs", and the urban marketing phenomenon IP "Shake inCity"; on the other hand, the interesting waist vertical IP can also accurately dock with the corresponding industry brand owners. For example, "Juda YuMmy Food Season" will play together with urban food brand merchants, and "Douyin Automobile Carnival" and "DouCar Plan" will continue to serve car brand owners. This means that whether pursuing the order of magnitude or depth, brand owners can watch the dishes under the plate.
Tuowei "content" allows the platform to create more marketing opportunities for brands, which is the core of the "globalization of content" proposed by the huge engine. As a KOL said when talking about the topic of "how to spend a hundred million", "quality content is an indispensable prerequisite for building a brand in this era, the greatest common denominator for finding people, finding the right people, and impressing people, and a long-term doctrine that illuminates the business world."
Focus on "interaction"
Let the brand spread "eclectic"
Keyword two: interaction.
It is no exaggeration to say that 2021 can be described as the "first year of interaction" for brand marketing. Whether it is Zhang's signature "Hollywood-style fast cut life flow" that triggered a national imitation and creation boom, or Ling Na Belle jumped to the top of the doll circle by relying on the "tap water" video of tourist mothers to shoot vibrato, it is a victory of "national interaction".
Since the invention of short videos, the threshold for content creation has been lowered to the level of "anyone can go up", officially announcing the advent of the era of national creation. When the Hongxing Erke live broadcast room on the Douyin platform is crowded, and everything can be heard in the magic sound of the BGM of The Ice City of Mi Xue, the brand marketing bigwigs have sighed, does the content platform UGC marketing have a ceiling?
At present, who ignores the "strong interaction" of UGC marketing, who has been eliminated by the marketing community. However, the pain point of the industry in this regard is that the outbreak of social hotspots is often traceless, how can brands exert their efforts to arouse the creative enthusiasm of platform users and mobilize them to join the army of brand marketing content co-creation?
To this end, the "2022 Huge Engine Investment Promotion Case" deliberately opened up a large section of "creative interaction", from the aspects of national interaction 3.0, creative interaction, node interaction, expounded the platform's "new interactive marketing matrix" that is covered without interruption throughout the year, and the construction of this matrix will serve all "150+" projects in 2022.
On the one hand, the huge engine continues to optimize the past brand linkage gameplay, such as the use of stickers, props and two sharp tools to plan the PLAY task. During the European Cup hit in July this year, Huge Engine and Skyworth TV brand jointly launched the sticker TYPE PLAY task "Dare to Create a Football Game" to attract users to shoot videos that interact with football animation effects, and the activity eventually attracted 30,000+ sticker submissions and 18 million + sticker video VV, such "interaction" gameplay is already quite mature in the field of short video marketing.
On the other hand, in order to achieve the goal of national interaction 3.0, Huge Engine has developed various innovative UGC interactive marketing products, realizing more diversified effect needs such as powder, live broadcasting, watching broadcasting, and downloading, and realizing product-efficiency synergy. For example, the whole people watch the broadcast task, and the game of completing the task of dividing the red envelope attracts users to stay in the brand live broadcast room. On the day of this year's 818 E-commerce Festival, Libai Live Broadcast room used this task to drive GMV growth of 670%, the number of viewers increased by 783%, and the number of fans increased by 812%, ranking 4th in the list of the highest goods of the Douyin brand.
"Node innovation interaction" is a highlight of this year's huge engine business expansion. In the past festivals, "red envelope interaction" and "innovative contribution interaction" are scarce ways to play, but with the accumulation of rich experience in CNY projects in these years, next year the huge engine will spread the "festival interactive play" to the annual festival points to achieve full coverage, such as Q1's New Year's Day, Valentine's Day, Q2's Father's Day, Mother's Day, Q3's Tanabata, Mid-Autumn Festival, Q4's National Day, Christmas, etc., to provide brand owners with marketing opportunities in various time periods of the year.
In the discussion of "how to spend a hundred million", many advertising giants also mentioned the important role that "interaction" plays in today's marketing. Some people are obsessed with interactive advertising, believing that "interactive modes such as the money sharing mechanism, the honor mechanism, the prize pool, and the medal can maximize the user's sense of participation and honor", and some people insist that "the use of platform IP, hot events, KOLs, talents, etc. to build a solid content system to form interaction, empathy and co-creation, people and goods can produce chemical reactions". Therefore, let us all look forward to a era of fun brands and interactive participation of all people.
Open the "link"
Make brand transformation "long-lasting"
Keyword three: link.
When doing content marketing, even if you talk about creative content, brand owners are actually most concerned about the conversion effect. The concept of product-effect integration has been proposed for many years, and now a tacit understanding of the platform and brand cooperation is that it will actively consider how marketing actions can make the marketing effect go further, so that brand owners can really see the gain of sales, which is really responsible for brand owners.
But it is not easy to talk about the integration of products and effects, for a long time in the past, "let users like" or "let users pay" has always been a single choice in brand marketing. At present, the pain point that is still facing this aspect is how brands can not rigidly implant transformation paths in the process of content dissemination, so that users can naturally advance from content consumption to product consumption.
In the "2022 Huge Engine Merchants Case", Rhino Jun was pleased to see the cross-screen variety shows "Praise for Songs" and "Like! The second season of The Talent Show. In fact, the first season of these two cross-screen variety shows this year has confirmed the feasibility of the "integrated link of product efficiency and sales" explored by the huge engine for many years.
Taking the cooperation case between the Libai brand and "Praise for the Song" as an example, Douyin first opened the White Brand Pavilion Area and the Libai # Together than OK Gesture # Challenge Area at the bottom of the program broadcast page, users can participate in the brand creation activities while watching the program, and most likely brush the enterprise number of Libai; secondly, in the lower left of the short video page about "Praise for the Song", the interactive components can jump to the Purchase Interface of Libai E-commerce Products; finally, Libai will also broadcast and bring goods in the official trembling live broadcast room.
As a result, through the cooperation with "Praise for Songs", Libai has realized the retention, downloading, jumping and adding powder to the enterprise number, driving the total GMV of the brand live broadcast room to reach 30 million +, and helping the card coupon verification and sales conversion of the Douyin small shop.
In several Douyin interactive tasks, we can also see the comprehensive opening of the brand's back link by the huge engine to achieve "planting and pulling grass into one". For example, at the time of the 522 user festival, the Audi brand, with the help of the start-up task product, mounted the conversion path of "click to jump the small windmill conversion component / landing page seven-point screen" in the brand live broadcast room, jumping to the product test drive registration interface, and completing the goal of efficient customer collection and capital retention conversion.
With the help of the national task of vibrato, the game brand Moore Manor hung anchor points in the #My Childhood Is Back # topic page and related videos, supporting traffic heating of videos through clicking and downloading anchor points, and realizing the jump to the game APP download interface, which can be described as using a beautiful emotional card to help the direct conversion of game downloads, and achieving the goal of "what you see is what you get, and planting grass is pulling grass".
Continuing to innovate on the marketing link and making the brand's marketing effect go further is what The Huge Engine has been doing for many years. When talking about the topic of "how to spend a hundred million", a KOL highly praised the link exploration of the huge engine over the years, "All marketing that cannot be sold is a hooligan." Now the marketing link is getting shorter and shorter, if I am a brand, I will put a lot of budget on the IP that can grow grass for the product, so I am more inclined to the track resources of the vertical category of huge engines. ”
"Good content, good marketing, and good communication must be to impress people's hearts and trigger empathy and resonance", "2022 Huge Engine Investment Promotion Case" enlightens us that the platform side should do content marketing and it is best to establish long-term cooperation with the brand side, follow the marketing market trend to continuously expand the content, pay attention to interaction, open up links, and create marketing solutions that make the brand side more assured.
From the "content field" to the "marketing field", there are still many more platforms to continuously learn.