It has become a consensus that working with talent can release the traffic value of fans, but how can brands choose talents to achieve efficient traffic conversion? "No longer blindly pursuing a high level of fan, but starting from the expected marketing effect, selecting people with stronger commercialization capabilities to cooperate", which has been unanimously recognized by practitioners in the marketing industry.
Brands and talents to work together to achieve more with less, fan stickiness is one of the important selection criteria. In the commercial ecology of Kuaishou New Market, the integration of life and emotion, content and business has created a super high traffic physique and network appeal of talents, forming its "relationship iron" characteristics.
Professionally said car opens the business cooperation channel
Brother Monkey, who has loved cars since he was a child, has been engaged in the text work of car evaluation before coming to Kuaishou. "As early as 2014, I did it on a vertical platform for automobiles, but later I judged that to break the circle of automotive content, I needed to seize the platform with high traffic, first let the audience know, and then let the audience be profound."
At the end of 2018, Brother Monkey registered the "Brother Monkey Says Car" account and became one of the first fast masters to share dry car goods. As a professional car critic, although he is still a "short video white", Monkey Brother quickly won the trust of a large number of fans with his excellent knowledge accumulation.
"I think serving users is the most important thing, and I look at the feedback in each video comment area to find out what the user is thinking." There is a series in Brother Monkey's video to help fans find cars at low prices, which not only shows different models, meets the needs of users for short videos of cars, but also solves the actual needs of fans, and the love and trust of fans continue to deepen.
Under the in-depth interaction with fans, Monkey Brother's fan stickiness has been continuously improved, and its high-quality video content has gradually shown commercial value. Brother Monkey's daily videos sometimes add creative plots, such as the person who sells the car in order to make Brother Monkey pay, praise his clothing looks very powerful, Brother Monkey explains that he is using an APP to learn men's wear, integrating commercial cooperation into the car plot, starting from its own fan portrait to attract male users for the APP, and the natural implantation has received a large number of likes and comments from fans.
Relationship Iron also brings strong content compatibility to "Monkey Brother Says Car". For example, when eating fish heads, they talked about registering an APP to receive cash to get a "dry rice quota", and in the relaxed atmosphere of eating, the conversation between Brother Monkey and his companions conveyed the brand information.
To obtain trust with professionalism, and then integrate trust into life, "Monkey Brother Says Car" is opening up a wider business channel under the connection of the marketing platform of Kuaishou Da ren - Magnetic Juxing.
3D animation science popularization has been favored by safety production brands
Among the relationship iron masters, in addition to the cutting-edge growth talents with concentrated traffic such as "Monkey Brother Says Car", there are also potential mining talents whose traffic needs to be released. Among them, the popular science masters who are well recognized in Kuaishou have gained the trust of fans with their high knowledge density characteristics. The original animation team "Dragonfly Animation" from Tangshan did safety production science popularization in Kuaishou, attracting more than 2 million fans and showing a very high fan stickiness.
"Dragonfly Animation" is a three-dimensional animation company that has entered the field of safety science because it has been doing safety training animation for local coal mines for more than ten years. In order to face more audiences, "Dragonfly Animation" began to operate Kuaishou in 2020, releasing short scientific videos based on safety production, interspersed with more applicable science such as heavy rain and floods, elevator safety, and water heater leakage.
From scripting and modeling, to tuning action rendering and post-compositing, the production of each video of "Dragonfly Anime" takes nearly a week. And they not only make animation with care, but also treat fans with great care, not only often interact with fans in the comment area, but also restore the real safety accident cases shared by fans in the form of animation.
These "pet fans" content produced around the topics that users care about have made the relationship between "Dragonfly Anime" and fans increasingly close. There are often fans who leave messages under the video that "Dragonfly will produce fine products", "the work is awesome", "I like your video", and sincerely express their recognition of his work.
The trust relationship between "Dragonfly Animation" and fans has also attracted the attention of many brands, especially the cooperation related to safety production.
In November last year, Dragonfly Animation joined Magnetic Juxing to try to implant commercial information under the premise of ensuring the professionalism of the video.
In a popular science video that caused the accident caused by the dumping of the working platform, "Dragonfly Animation" analyzed a number of reasons for the accident, and the professional science popularization resonated with many fans, saying that "the hard hat is a life-saving straw". At the same time, the video cooperates with a safety education and training platform to implant courseware information for preparing for the exam to register security engineers. The commercial cooperation is highly matched with the video content, and fans not only do not contradict it, but also ask for course details in the comment area.
The relationship between the national veteran actors and the good things has gone further
There is also a category of the most mature and popular relationship iron masters, who are celebrities with large traffic and strong influence. As a veteran actor with a high degree of national popularity, Yan Xuejing has achieved natural fan undertaking in Kuaishou.
In October 2019, under the "instigation" of relatives and friends, Yan Xuejing opened a Kuaishou account and began to publish some video content such as talent shows, daily life, funny paragraphs, etc., and also conducted live entertainment broadcasts many times, nagging fans, or lian Mai, an actor who had worked with before.
Yan Xuejing's real and grounded image is very popular with Kuaishou users, and the number of fans has exceeded 9 million in only three months, in addition to the original film and television drama fans, it has also attracted the attention of a group of new fans. Fans affectionately called her "Yan Ma", and she called fans "family", quickly closing the distance between the two sides.
As the number of fans grows larger and larger, and the stickiness of fans becomes higher and higher, Yan Xuejing has a strong idea of "bringing a batch of fresh, practical and cost-effective good things to fans". In 2020, she tried to live stream with goods, and created her own "Yan Ma Yan Selection" exclusive live broadcast room IP, which really selected good goods for fans and built a bridge of trust between brands and fans.
In order to repay the trust of fans, Yan Xuejing was extremely cautious in the selection of products, she personally participated in the selection, tested the quality and function of various products, and only allowed the products to enter the live broadcast room after layers of checks. The excellent product quality coupled with Yan Xuejing's affinity personality has further improved her fan stickiness, and the popularity of "Yan Mama Yanxuan" IP in Kuaishou has also been continuously improved.
It is not difficult to see from Yan Xuejing that the short-chain, high-frequency live marketing conversion path activates Kuaishou's unique trust conversion method. Different from the conventional e-commerce live broadcast marketing conversion path, the audience needs to browse and watch different anchors, collect information and compare and evaluate before they can buy, the relationship iron master as a fan fixed long-term attention of the anchor, eliminating the audience evaluation link, to trust the direct conversion of purchase, greatly improving the efficiency of marketing conversion.
Diversified vertical talents cast strong transformation ability with trust
There are many fast-hand masters like "Monkey Brother Talking Car", "Dragonfly Animation" and Yan Xuejing, who not only cover stars, cars, and popular science, but also involve rich types of talents such as games, finance, technology, and media numbers, bringing marketing opportunities to the daily chemical, beauty, games, online clothing, 3C, tourism, automobile and other industries.
In the game category, the fans' love for the game and the trust in the talent are superimposed, forming a closer relationship and connection, which can produce rich commercial value. For example, the "shepherd boy" of the live broadcast peace elite is deeply loved by fans with live broadcast and game material clip short videos, and often takes fans to "eat chicken", accumulating more than 40 million fans, which has a strong transformation power in Kuaishou.
Different from the game vertical category, the video types of the automobile vertical category are more diverse and the audience is more diverse. In Kuaishou's car master ecology, in addition to the "monkey brother said car" of the car segment sub-category, there are also "Hanlu Chat Car" with high professionalism, clear views and high industry recognition, "play car report" with professional evaluation, intuitive results and high user recognition, "old single car" that shares car maintenance knowledge, professionalism and practicality, and "Tangshan Huihai Famous Car" that records the real car trading process.
In the popular science category, Kuaishou's increasingly perfect science content ecology provides a growth soil for commercial cooperation. Kuaishou has many pan-scientific science popularizers such as "Dragonfly Animation", who take multiple forms such as animation, short drama, oral broadcast, and second creation to present complex content interestingly and bring marketing opportunities.
In addition, Kuaishou also has natural science science "Dinosaur Hunter Xing Lida", "Wu Grandma who does not brush the problem" and other masters, they have a high degree of professionalism in their respective subject areas, can match the needs of creating a high-end brand image. The "Student Sister Ding Lingna", "Meow Sister Handmade" and other life tricks such as Koppda people have brought practical and low-threshold implantation methods for daily chemical, beauty and food brands with their life-oriented and grounded themes and shooting methods.
Although the relationship iron masters belong to different vertical categories and the number of fans is also different, they all rely on the sticky relationship with fans to achieve efficient reach and conversion of traffic, and achieve high commercial value commonality. They gathered in Kuaishou, a digital city home of 500 million+ people, and created more cooperation opportunities for brands with high-density social networking. The Marketing Ecological Platform of Kuaishou Talents connects talents and brands together, gives full play to the advantages of the private domain of Tieda people, and helps the brand's product publicity, planting and transformation.