On February 20, the Beijing Winter Olympics, which lasted for nearly a month, came to an end. This is the winter Olympics with the highest national enthusiasm, from the opening to the closing, almost everyone is chasing the Winter Olympics and watching the events. Internet giants have not missed this traffic feast, vigorously competing for users and advertisers.
This Winter Olympics, Migu, Tencent, Kuaishou obtained the copyright from CCTV, Migu with the former Olympic champion, anchor Wang Meng brushed enough sense of existence; Kuaishou as the only short video platform to obtain the event on demand and short video copyright, in addition to participating in the winter Olympic traffic competition at the C end, but also exploring the "jump of brand advertising" on the B side, an insider of the Kuaishou Olympic project said to Shen Yan, "This Winter Olympic Games, there are more than 20 brands cooperating with Kuaishou, which is a relatively successful large-scale investment project. He also stressed that the outside world rumors that Kuaishou won the Olympic Games copyright for 2.5 billion yuan, "this is a misinformation, the real cost is far less than 2.5 billion."
Previously, the voice of "Kuaishou can no longer be slower" and "Kuaishou needs to become faster" came out from time to time, and after taking the label of "short video first share", holding 300 million daily active users and traffic, the commercialization process of Kuaishou appeared to be "extremely Buddhist" and "quite restrained", and fell into the question of slow commercialization speed in the past period of time.
However, from the data, change is happening. The latest quarterly financial report shows that in Q3 2021, Kuaishou's revenue was 20.5 billion yuan. Among them, online marketing service revenue contributed the most, reaching 10.9 billion yuan, an increase of 76.5% year-on-year, accounting for 53.2% of total revenue. Since Q1 2021, Kuaishou's online marketing service revenue has surpassed live broadcast tipping and become the main revenue pillar, and later accounted for more than half of the revenue for three consecutive quarters. As for the reasons for the growth, the explanation given by Kuaishou is related to the high growth of traffic and advertisers, especially brand advertisers, which have achieved high double-digit year-on-year growth.
So, did Kuaishou really pry up brand advertisers? What did the brand get when it came to Kuaishou? In 2022, how will Kuaishou break through brand advertisers and accelerate commercialization?
At the beginning of 2022, how is the commercialization performance of Kuaishou?
In February, Kuaishou commercialization experienced two large-scale projects at the same time, one is the Winter Olympics, and the other is CNY (that is, the abbreviation of Chinese New Year, the name of the Kuaishou Spring Festival marketing project).
Let's start with the Winter Olympics. This is a large project supported by the resources of the whole site, and the events, content, and interactive gameplay are all exerting efforts. In terms of traffic, Kuaishou opened a single first-level page for the Winter Olympics, juxtaposed with the discovery page and the featured page. In terms of content, in addition to the on-demand content of the event, Kuaishou combined PGC and UGC content to create programs such as "Ice and Snow Express", "Ice and Snow Hero", "Ice and Snow Team Collision", self-made Olympic documentary "Twenty", linked platform resources, and encouraged the creation of content related to the Winter Olympics.
With the blessing of traffic and rich content reserves, there are more than 20 advertisers attracted by the Winter Olympics project Kuaishou, involving China Mobile, Lenovo, Samsung, Toyota China, Lynk & Co, ANTA, Panpan, Procter & Gamble, Jiaduobao, Qingyang, Jinjiu, Tencel Red Bull, Jin Lingguan, Meituan, etc., of which most are brand advertisers.
Unlike performance advertising that emphasizes conversion rate, brand advertising tests the ability of content marketing, and on the basis of truly understanding the brand concept, they can amplify their value. A senior marketer told Shen Yan, "Effect advertising is to do math problems, brand advertising is to solve language problems."
How quickly will this language problem be solved? Advertisers of this Winter Olympics cover domestic and foreign brands in different fields, in addition to common marketing methods, such as oral broadcasting, Logo exposure, open-screen advertising, implantable advertising, Kuaishou customized different marketing programs for the characteristics of each customer.
For example, for Red Bull, a beverage brand full of "passion" and "vitality", Kuaishou binds slogan "You real cow, Red Bull supports you" with "Cheer for Olympic athletes", sets up the praise effect of Red Bull elements, and also creates the magic expression of the Red Bull Challenge, which spreads rapidly. A person close to Kuaishou said that there is a certain threshold for users to participate in the activity, but as of now, the activity has hundreds of thousands of works and billions of plays, and the user's participation has exceeded expectations.
Accurately understand the brand concept and appeal, combine the resources and characteristics of the Kuaishou platform, and give customized marketing solutions for different advertisers, and this set of playing methods is also applied in CNY projects.
Different from the Winter Olympics project, the CNY project pays more attention to a specific field, with systematic and innovative gameplay to attract users. Set fu cards, break through the level, guard the pressure of the year money, on the whole, CNY event planning is rich, classic gameplay and innovative gameplay are both taken into account. According to kuaishou's official data, the total number of interactions of the "2.2 billion points on Kuaishou" red envelope activity this year reached 11.46 billion times, and the users who received the most red envelopes received 1261 times, and as of the day of Chinese New Year's Eve, the "jump a jump" activity had accumulated more than 40.4 billion jumps.
In terms of commercialization, from the official data released by the Kuaishou commercial brand magnetic engine, during the CNY in 2022, more than 10 advertisers participated in the Spring Festival marketing project of Kuaishou's "City Well New Year". The total exposure of the brand is 294.6 billion, the total number of brands is 46.51 million, and the total number of coupons issued is 712 million.
Taking the total title merchant under the hawthorn tree as an example, Kuaishou Magnetic Engine collaborates with both brands, takes content as the fulcrum, leverages the co-creation of brand and user value, and runs through the full link of exposure, interaction and conversion. In just 12 days, the number of Kuaishou under the hawthorn tree has exceeded 10 million, at the same time, the brand-related WeChat index has increased significantly, and the brand influence has spilled from Kuaishou to the whole platform.
It can be said that the two major projects of the Winter Olympics and CNY at the beginning of the year are a report card handed over by Kuaishou to pry the brand in content marketing. From the Summer Olympic Games to the Winter Olympics, from the "Super Nice Conference" and "Yue Hard work luckier" to CNY, on the one hand, Kuaishou Commercialization has accumulated rich experience in attracting investment in large-scale projects, and organizational efficiency has been further released. More importantly, large-scale investment projects have also become "carriers", providing scenes and opportunities for brands to "tell stories" on the platform, which has the opportunity to trigger new cooperation, and then become a long-term partner of Kuaishou commercialization in the future.
It's hard to get started, what attracts brand advertisers?
Judging from the final results of the two major projects in recent times, Kuaishou Commercialization has achieved a leap forward in marketing planning capabilities and investment operation mechanisms. In fact, Kuaishou's content marketing has experienced difficulties in starting out and has fallen into the confusion of how to attract brand advertisers.
A person close to Kuaishou revealed to Shen Yan, "Before 2020, when docking with brand advertisers, the other party did not have much interest in doing brand advertising in Kuaishou, and advertisers mainly used Kuaishou as a channel to buy traffic and do performance advertising. ”
However, people in the marketing circle have a consensus that when everyone has the ability to deliver effective advertising, it is actually the brand power that ends up fighting. In recent years, the traffic dividend is disappearing, the bottleneck of effect advertising has emerged, and the cost of conversion and pulling new is getting higher and higher, in this context, if the brand wants to achieve the improvement of sales conversion and influence, what is needed is brand power, that is, to enhance brand tone, popularity, loyalty, etc.
Clarifying this idea, starting in 2020, the Kuaishou content marketing team first popularized the industry standard, that is, to make brand customers aware of the content marketing capabilities on the Kuaishou platform.
This is not an easy process. First of all, there is a big difference between the centralized operation mode of the long video platform and the decentralized operation mode of the short video platform. Secondly, from the perspective of short video platforms, The Kuaishou platform has its own unique ecological characteristics, and brand marketing must tell stories within this unique ecology. Taking variety shows and short drama content as an example, the professional content on Youaiteng is a single long film form, brand advertising is implanted in the main film, and the professional program on Kuaishou is more like an IP, the program form has long films, short video card segments, live broadcasts, etc., and the advertisements are scattered in different new forms, which challenges the traditional cognition of customers.
How to get advertisers to accept the Kuaishou mode? Kuaishou needs a case to prove itself.
The case that makes the industry remember is the cooperation between international brand LV and Kuaishou in May 2021, which moved the 2022 spring and summer men's clothing show into the Kuaishou live broadcast room. A person close to Kuaishou revealed that high-end brands have come to the nationalized tonal Kuaishou to advertise, which has surprised some people, and what is more surprising is that from the results, the content related to LV is positive and positive, whether it is the number of live broadcasts, the number of re-like comments, the effect is beyond expectations. According to official data, the cumulative number of viewers of live broadcasts is 38.64 million, and the highest number of simultaneous online users in the live broadcast room exceeds 590,000. 5 months later, the new quarter women's clothing was released, and LV chose to join hands with Kuaishou again.
A clearer turning point will come in the second half of 2021. Big IPs such as the Tokyo Olympics appeared on Kuaishou, and programs with both word of mouth and popularity such as "Super Nice Conference" and "Yue Hard worked harder and got luckier" are also emerging.
Take "Super Nice Conference" as an example, which is a variety show jointly created by Kuaishou and Xiaoguo Culture, with a total of more than 640 million views of the eight live broadcasts and a total of more than 5.82 billion related videos. In the program, in addition to the regular Logo implantation and fancy oral broadcasting, combined with the tone of the program, Kuaishou also customizes the program topic for the total title merchant Zhilian Recruitment, invites Zhaopin Recruitment CEO Guo Sheng to the program, and teaches everyone to write resumes.
Long video positive film 45 minutes usually only have two or three opportunities to implant ads, and in the short video card segment, 1-2 minutes of video, you can have advertising exposure. At the same time, it is not like long video is a centralized operation model, Kuaishou algorithm support, content recommendation can be thousands of people, advertising efficiency is higher, presentation style is also richer. A person close to Kuaishou revealed that "after the end of "Super Nice Conference", some customers are about to release the second season." This shows that the advertising bearing method of live broadcast and short video vertical screen makes brands realize that this is an amplification of advertising rights.
Kuaishou is a content marketing platform that integrates live broadcasting, short video and e-commerce, and a series of cases have emerged, making more and more advertisers realize the value of Kuaishou. Some industry insiders commented that here, users who can reach the expansion of the circle, professional content presentation in a variety of forms, provide a rich carrier for advertising, whether it is exposure or accuracy, have a high cost performance.
There are many cases, and the follow-up cooperation is like a snowball. A Kuaishou person said that before 2020, Kuaishou has been eager to tell advertisers that Kuaishou can also do brand marketing, and from 2021 onwards, more and more advertisers take the initiative to find Kuaishou and are willing to try brand advertising and content marketing cooperation.
In 2022, what is Kuaishou content marketing fighting?
The Tokyo Olympic Games, "Super Nice Conference", "Yue Hard luck" these ip, is Kuaishou in 2021 to prove its case, Kuaishou can do content marketing for brand advertisers. After the end of the Winter Olympics, under the positioning of "New Market Business" launched by Kuaishou Magnetic Engine, Kuaishou content marketing has the opportunity to go to a new level.
Why do brand owners choose Kuaishou?
When Kuaishou Commercialization was doing the research of advertisers, it obtained a point of view from the CEO of a well-known brand, "When a platform has enough crowd coverage capabilities, it can do consumer insight; it has rich content carrying capacity, and can do in-depth marketing planting; there is a product carrying capacity with smooth links, which can quickly form a conversion, which is the most valuable media for advertisers." ”
In the eyes of the advertiser, Kuaishou is such a medium.
According to the 2021 Q3 financial report, the DAUs of Kuaishou applications reached 320.4 million, and the MAU reached 572.9 million, which is a huge traffic pool, that is, there is enough crowd coverage ability, which is the window for advertisers to do consumer insights.
In terms of content, Kuaishou has a rich content form. Under the universal flow of traffic, the UGC content that shows all kinds of people lays a user base, and the semi-professional and professional PGC content is increasingly rich, such as short dramas, sports, and variety shows, providing a bearing space for the brand to deeply market and plant grass. For example, in terms of short dramas, the person in charge of Kuaishou short drama operations has revealed in public that as of October 2021, the total number of Kuaishou short dramas has exceeded 770 billion, and the total income of platform short drama creators has exceeded 1 billion yuan.
In terms of the transformation of purchase actions, Kuaishou continues to lay out in e-commerce and local life, clarifies the positioning of "digital market ecology", moves traditional businesses from offline to online, and affects consumers' decision-making through the "trust" basis of private domain traffic.
That is to say, on Kuaishou, the user base is large, PGC+ UGC content can be planted, and there is a consumer conversion link, in the above marketing value standards, the three major capabilities are available. This is also the reason why the Kuaishou magnetic engine is favored by advertisers.
It is understood that in 2021, the Kuaishou magnetic engine can be used for more than 100 investment projects for brand cooperation, and this trend will continue in 2022. With the emergence of benchmarking projects such as the Winter Olympics and CNY, Kuaishou content marketing has entered the fast lane. A person close to Kuaishou revealed that "the growth of Kuaishou brand advertising will double in 2022".
In 2022, Kuaishou will have large-scale programs or activities every month to lay the foundation for investment promotion. For example, in terms of sports, there are large-scale events such as the NBA, The Hangzhou Asian Games, and the Qatar World Cup, and mature IPs such as "Yue's Efforts are Luckier" and "Super Nice Conference" in variety shows may make a comeback. In addition, for the automotive, food and beverage industries, Kuaishou will also prepare investment projects with industry characteristics to meet the brand marketing demands of advertisers in various industries.
In October 2021, Kuaishou Magnetic Engine launched the brand concept of "New City Well Business", under the ecology of public domain vitality, private domain stickiness, and business domain with closed loop, the brand has the opportunity to continue to achieve the four major values of circle expansion, connection, operation and insight in Kuaishou.
In the context of "New City Well Business", Kuaishou Commercialization will also create a series of new investment marketing IP. It is understood that this includes an innovative city IP, the project and the local government agencies linked, the project and the city characteristics of the combination, showing the city appearance of many places, into the new city well commercial brand, the brand enterprise and the platform new city well concept integration, for brand advertisers to provide opportunities to reach users.
At the beginning of 2022, the two major projects of the Winter Olympics and CNY made a good start for the commercialization of Kuaishou. As an important one of the "three carriages" of Kuaishou revenue, the high growth of marketing is also laying the foundation for "Kuaishou to become faster".