The large-scale theme event of Himalaya's "Sound ice and snow age" launched on February 4 and continued until February 23, sponsored by China Mobile's chief title and sponsored by the Chinese protection industry, continued to bring users the most material on-site reports and in-depth interpretations during the Winter Olympics. Himalayan big data shows that more than 20 million people have participated in the "Sonic Ice and Snow Age" theme activities, and the audio album "Sonic Ice and Snow" has received more than 9.45 million views so far. The audio expression method and commercialization path of sports content have been further explored through the "Sonic Ice and Snow Age".
Content cooking, operating end plates, Himalaya "heart-to-heart" sports marketing broke the game
During the "Sound and Ice And Snow Era", "Winter Olympics + Post", "Winter Olympics "Jie" Newspaper", "Nandu • Dream Ice and Snow", "The Meteorological "Code" Behind the Winter Olympics", "The City of The Two Olympics Beijing Moment", "Outside the Boundary Editorial Department" | Ice and Snow Champion Connection", "Ice and Snow Peak, On the Sword beijing", "2022, sheep evening to take you to burn love Beijing! Hundreds of other Winter Olympic albums are newly listed on the Himalayas, helping sports fans to understand the panoramic events from all perspectives.
"Ice and Snow Live Room" brings listeners both timely and in-depth content according to the daily hot topics, and analyzes the unknown stories behind the event; and the athletes' airborne live broadcast room will further narrow the distance between Olympians and the audience, so that more users can become fans of ice and snow sports. In addition, more than 60 sports podcasts such as "Guan Zhan Zhan Jun Radio", "Yang Kan 丨 Yang Yi Radio", "Jin Sang Kai Radio", "Kehan Radio", "Translation Male: Very 'Male' Say", "Commentary |Sudong Radio", "Shen Si Self-Opinion", "Sail to See the World 丨 Wu Yifan Radio", "Fengyan Fengyu 丨 Lin Liangfeng Radio", "Sports Hot Search Research Institute" and other more than 60 sports podcasts have also joined the special topic of the Himalayas "Sound and Ice Age" Winter Olympics to provide listeners with a richer winter Olympic audio feast.
It is reported that on December 24, 2020, the Himalaya sports channel "Himalma Sports" was officially launched. "Heima Sports" provides users with first-hand, real and original in-depth sports content, which is divided into three sections: "Xima Talk", "Heima Starter" and "Club Peak List". Football game commentator and former ESPN anchor Su Dong's personal radio station "Su Dong Radio" landed in the Himalayas; basketball game commentator Yang Yi launched an audio live broadcast debut in the Himalayas to explain the NBA's new season game "Lone Ranger VS Sun".
After polishing the European Cup and other competitions, Himalaya has maintained long-term exclusive audio cooperation with sports "top stream" anchors such as Yang Yi and Zhan Jun, accumulating more than 9 million sports users. Himalaya sports channel covers football, basketball, sports information, comprehensive sports four major tracks, Premier League, NBA, international, domestic, table tennis, water and other 34 secondary tracks, related sports content is updated for more than 300 minutes a day, rich content layout so that the majority of sports fans found a new gathering place.
Himalaya big data shows that in 2021, the number of sports track anchors will increase by more than 550%, the number of users will increase by more than 460%, and the number of albums will increase by more than 610%, with a significant growth rate. The wake-up rate of private domain users of YangYi Radio has reached 65%, and the wake-up rate of private domain users of many relatively niche project anchors has exceeded 50%. The user's activity proves that "the video platform watches the live broadcast, and the Himalaya listens to the interpretation" has become the viewing habit of these sports users.
Due to the high inclusiveness and openness of content, content platforms are high-quality channels for advertisers to push hard and soft ads to users. Users receive relevant information about the brand when listening to audio content, and thus trigger a series of reactions of subsequent "cognition-interest-action", and finally form a purchase conversion rate and complete the transformation of content commercialization. At present, the collaboration model of the Himalaya sports team has changed from "content is responsible for cooking, operating the market is responsible for serving the table", to a real "collective wisdom", with a multi-faceted perception of users, naturally there is more content that can meet their needs.
In terms of audio sports marketing, Himalaya has cooperated with volvo, China Mobile, Dongfeng Nissan and other head brands, not only bringing tens of millions or even hundreds of millions of brand exposures to the brand, but also accurately reaching the sports hobby group, helping the brand and users to have a deep emotional connection, and making up for the gap in audio traffic in the previous sports marketing matrix.
Binding hot spots, deep customization, and reaching users in all scenarios The circle layer effect accelerates the construction of brand image
According to the "Analysis of China's Online Audio Content Consumption Market 2022" recently released by Analysys Think Tank, audio platforms have become an important position for brand marketing, and the number of brands has shown a significant upward trend compared with the past, with a year-on-year increase of more than 55%. The online audio market has formed a commercial value point of "planting grass-pulling grass" based on content consumption.
The marketing methods of the audio market have diversified characteristics, and Himalaya has gradually developed a number of ways to play such as brand radio, integrated marketing, cross-border marketing, podcast marketing, etc., and can penetrate into multiple audio content scenarios such as sleep and commuting. Through dry goods programs, live broadcast rooms, in-car sound effects, flash mobs, etc., audio helps advertisers accurately reach more user groups and quickly and effectively build brand image.
Himalaya Marketing Center has created different marketing solutions for many customers through podcasts, IP, events, scenarios and other ways. Among them, Himalaya's "Cosmic Radio" cooperated with China Mobile also won the bronze medal of the 2021 Golden Award International Creative Festival. This is both a recognition of the "Cosmic Radio" marketing case and a practical commercialization path for audio marketing.
In May 2021, Cosmos Radio adhered to the concept of "letting every insignificant voice echo the whole universe and realize the zero-distance dialogue between you and the stars", and solicited the "First Generation Earth Voice Alliance" for audiences inside and outside the station. With the participation and promotion of more than 30 high-quality podcast KOLs such as Ritan Park, Blackwater Park, Off-topic Conference, and Grand Tourer, it triggered the same frequency resonance of users. The 100 sounds selected by the event were sent to the universe through the Celestial Satellite, and were also gathered to release the "Future Love Letter" of China Mobile 5G. Among them, the podcast Ritan Park alone has been broadcast on the platform with nearly 150 million.
It is based on the brand exposure, topicality and positive stimulation of related businesses brought by the series of activities, China Mobile has also become a loyal customer of Himalaya and continues to explore commercial service experience. During China Mobile's title of Himalaya [Sound And Ice Season], Himalayas held 20 themed live broadcasts to bring users exclusive event content, including diversified brand implantation for China Mobile to deliver 5G business highlights. The long-term retention of live broadcast content and the complete retention of program cooperation rights and interests have brought secondary dissemination to China Mobile and continuously expanded the volume of sound.
During the cooperation period, Himalaya called on a wealth of sports anchors to bring in China Mobile's 5G brand information in 100 programs, with the total number of broadcasts exceeding 1.39 million. The content of the program closely follows the hot spots of women's football Asian Cup winning, the hot spot integration of NBA events, and the knowledge and popularization of Winter Olympic games, forming a more subdivided and high-frequency user reach.
Himalaya also launched a "My Ice and Snow Diary" topic collection for podcast content creators and users, inviting nearly 3,000 podcasters and users such as the Human Observatory, fit4life, and Winter Olympics closed-loop volunteers to release more than 7,000 audio content to share and talk about the thoughts and feelings of this ice and snow event, the wonderful moments of ice and snow life, and the sound of the topic of "My Ice and Snow Diary" reached 6.475 million.
At the beginning of this year, Himalaya and China Mobile launched the #Me & Podcast 2021 interactive topic to reflect on the resonant, memorable and warm sounds of the past year. Himalaya called on the platform's rich anchor podcasts to closely combine hot topics with China Mobile's 5G business to create content, enhance users' in-depth understanding of 5G services, and reach more than 10 million users. Himalayas also warmed up for the "Acoustic Ice Season" through this topic.
Himalaya and China Mobile jointly planned and produced large-scale theme activities for different audience groups such as "Cosmic Radio", "Sonic Ice and Snow Chronicle", "2021 and Me and Podcasts", etc., to achieve emotional communication with brands with high-quality content and gain users' sense of identity.
On this year's March 8th International Women's Day, L'Oréal Paris launched the star podcast action for the first time, and jointly launched the "I Say I Deserve" special activity with Himalaya: Reiza, Wang Anyu, Ma Long, Wang Ju, Wu Yanzu 5 stars in-depth dialogue 5 podcasts, with the voice to encourage every woman to face up to their self-worth and pursue a life worth having. L'Oréal Paris x Himalayas jointly used a brand event with voice to communicate the highlights of the differentiation of holiday marketing.
Himalaya has always had a meticulous integration and layout in the content of women's career, growth, and self-pleasing. Whether it is women's theme (marriage emotion, parent-child parenting, etc.) listening lists, life scenes (family financial management, time management, etc.), women's podcast programs, women's node theme activities, etc., Himalaya has long become a position for countless women to harvest energy, harvest growth, and harvest happiness. Taking L'Oréal stars as the voice of women as the theme of brand empathy, it carries the deep meaning of the dialogue between the brand and the stars, and the fans of different portraits.
Celebrity + podcast, each episode by different types of podcasts from different perspectives, diversified to reveal the celebrities' attitudes and life experiences, to convey the theme of activities for women's voices. "Hard Nuclear Power Station", "Human Observatory", "Fit4life", "Steve Said", "Super Production", the audience circles of the five podcasts pay attention to youth trend culture, women's social topics, women's healthy lifestyle, personal growth, hot cultural and entertainment events, and the crowd portraits cover the characteristics of first- and second-tier cities, high proportion of female listeners, good educational background, and strong willingness to consume. And such user characteristics allow celebrities and fans behind star podcasts to overlap under the same theme, resulting in a 1+1>2 chemistry.
Analysys pointed out in the "China Online Audio Content Consumption Market Analysis 2022" that from January to November 2021, the number of monthly active people in the online "ear economy" market in China, including music, audio and other industries, exceeded 800 million person-times, and the penetration rate of the whole network of active people remained stable at more than 80% from April. Content resources remain the most important influencing factor for users when choosing an audio platform. In addition, with the increase in the scale of Generation Z users, the social atmosphere within the platform has gradually increased the degree of influence on users.
The data shows that more than 70% of users are optimistic about the future development of the audio market, more than 60% of users accept audio content advertising implants, and audio marketing has a large space for development. Technological progress and the upgrading of spiritual needs have enabled audio to continuously expand user use scenarios. Under the new technology, all kinds of hardware products such as mobile phones, cars, and smart homes can be downloaded and installed on audio platforms similar to Himalaya.
At present, the business model of the mainland audio content consumption market is becoming more and more mature, and a rich and diversified profit channel has been formed. For C-end consumers, knowledge payment, user tips, and derivative peripheral sales are common means of profit for audio entertainment platforms, while for the B-end market for brand owners, rich brand marketing, podcast marketing, voice belt goods and other forms provide a broad commercial imagination space for audio entertainment platforms.
Himalaya's "audio + marketing" road will work hand in hand with more new consumer and new technology brands to accurately reach different circles such as sports fans, her strength, automobile family, and Generation Z that fit the brand, and contribute more vivid cases to China's digital business practice.
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