Douyin "traffic is king" turned to "content is king", and Ren Tuo customized scientific models for content

In the era of information saturation, content is becoming a key ability for brands to accumulate assets, acquire consumers, and achieve conversion. Nint Rentuo and TBWA\BOLT jointly researched and released the "Content Force Measurement Model - Douyin Platform Analysis" system and the list online live broadcast conference, with new thinking to view the value and benefits of content.

In the era of marketing where traffic is king, self-media are scrambling to grab consumers' attention, but most of the content is buried by the information flow of major social media platforms. In this era of information explosion, filled with huge and complex information flows that are difficult for audiences to digest, more and more self-media realize that high-quality differentiated content is the key to capturing consumers' attention, and the future of "traffic is king" is "content is king".

For the current "content is king" market environment, Rentuo Big Data Research Institute digital retail research expert, Nint Rentuo Group research director Zuo Wenqing believes that from the past graphic and text-based model, to today's rise of short video model, the content itself from a simple carrier, gradually evolved into a "product" that needs to be viewed and operated from a longer-term perspective, short video, live broadcast has long been not only a means of content creation and presentation, it can be used for brand promotion, but also as a commercial empowerment tool that can transform users.

The product track is too crowded

Content marketing has become a new breakthrough

In January this year, the National Bureau of Statistics released the news that the total retail sales of cosmetics in 2021 will be 402.6 billion yuan, an increase of 14% year-on-year, breaking through the 400 billion mark for the first time. The huge market has attracted countless companies to invest in the blue ocean of beauty, but it is followed by extremely fierce competition, and at the same time that new brands have been born one after another, countless brands have fallen.

Today, when the "ingredient party" is widely concerned, more and more brands take "efficacy skin care" as the main feature of the product to achieve differentiated performance from competitors, and "efficacy" has become a hot spot for brands to compete for a while. However, with many brands following suit, the "efficacy" track is becoming crowded. The time and money cost of technological breakthroughs is very high, and it is becoming increasingly difficult for brands to continue to differentiate themselves from their competitors in terms of "efficacy".

Since it is difficult to start from the product, it is cut from the perspective of marketing and achieve overtaking in curves through different content output.

For international big names, high-quality content marketing is an important means to maintain their high-end positioning. As a platform with high momentum at present, Douyin short video reflects a super counter-cyclicality, and it is not a new thing for big brands to base themselves on Douyin. Lancome entered the Douyin platform in 2019, combining product characteristics and current affairs hotspots, creating a Douyin "challenge" style topic, quickly realizing the leaping growth of account fans from 0 to 50W, and successfully playing several waves of brand activities with extraordinary effects.

△Fits the theme of summer, cut from the scene of the car accident with makeup off (image source: Douyin)

△ Use vibrato popular stickers to create a low threshold of diverse gameplay (image source: douyin)

Although the classic international big brand has the advantage of first mover, domestic brands can still grow rapidly with high cost performance and a new content marketing model. Zuo Wenqing, a digital retail research expert at Rentuo Big Data Research Institute, is very confident in the competitiveness of domestic brands, he said that in the content-driven marketing environment, brands need to quickly find their consumers on the Internet "who" and "where", and communicate effectively with consumers in the appropriate "scene", in this regard, the response of domestic brands may be faster.

For example, in view of the fans' general desire to get daily, simple and easy-to-learn makeup tips, Hua Xizi specially opened the "Hua Xizi Customer Service Heavenly Group" to popularize makeup skills for fans in the form of live broadcasting.

△ Image source: Douyin Huaxizi live broadcast room

Through the guidance of makeup skills, Hanaiko helps fans while further precipitating fans into the private domain. During the event from March 22 to 27 this year, huaxizi douyin store completed GMV of 44 million yuan and increased fans by 300,000.

Refuse to follow the trend and plagiarize

Content marketing wins in "premium originality"

Quality content is never something that can be produced casually with a pat on the head, and only a few people can continue to create high-quality original content. Under the impact of traffic, the content on the platform is becoming more and more homogeneous, and many creators abandon in-depth analysis and independent thinking, choose to follow the trend and take shortcuts, imitate what is on fire, and create for the sake of creation, but do not think about the quality and dissemination efficiency of content.

The problem of "following the trend" is particularly obvious in Douyin, a type of video is on fire, there are countless similar videos gushing out, similar content, mass-produced copywriting and even similar tone of speech, making people dizzy and difficult to receive effective information at the same time. In August last year, the beauty big V "Light is a small sun" posted on Platforms such as Zhihu, Douyin, and Weibo, accusing Douyin beauty celebrity "AHuai" of plagiarizing and washing his original beauty graphic content.

△ Image source: Douyin

Similar incidents are not uncommon, and plagiarism and follow-up content flood the platform, seriously damaging the marketing environment. Recently, the Douyin Security Center issued an announcement on the eighth issue of the special governance action series on cracking down on "homogenization of Blog traffic copywriting", which painstakingly rectified the problem of homogenization of content, and many big V videos complained about their own overnight fan downgrade.

△ Image source: Douyin

The harm of content homogenization has been obvious to all, and even the Douyin platform has to be personally rectified. In the face of the huge amount of information flow that is not obviously differentiated, the audience gradually aesthetic fatigue in the oversaturated information, and the conversion rate of the audience's attention is reduced without targeted invalid content, and many content producers feel that they have entered the bottleneck period of creation. Under this trend of content homogenization, the audience has higher requirements for the quality and accuracy of content.

In the face of these industry chaos, Zuo Wenqing, a digital retail research expert at Rentuo Big Data Research Institute, said that although the current beauty industry has been innovating at the scientific and technological level, it lacks differentiated performance in communication with consumers and content creation, and the content itself is not attractive enough.

"The new media era is an era of a group of people speaking out, the voice from centralized to decentralized, the content itself assumes an important role in attracting consumers, KOLs need to more accurately grasp consumers, and treat content as a commodity to operate carefully." Zuo Wenqing thinks.

For beauty brands, if they want to become a clear stream of successful breakthroughs under the chaos, they need to re-examine their audience groups and tailor high-quality content to reach the inner needs of consumers.

Original "Content Force Measurement Model"

Measure brand communication in a scientific way

Beauty brands want to grasp the characteristics of the audience and the effect of content dissemination, relying on subjective consciousness alone is far from enough, the use of scientific methods and professional model processes, can provide brands with a more professional methodology.

Nint Rentuo and TBWA\BOLT jointly researched and released the "Content Force Measurement Model - Douyin Platform Analysis" system and list to scientifically measure the brand's content marketing effect. This set of models aims to establish a set of objective scientific methodologies, visualize, quantifiable and benchmark the content value of the brand, form a set of models that the brand can examine the content value for a long time, and achieve sustainable growth as a reference basis for the brand to measure "product and effect".

Zuo Wenqing, a digital retail research expert at Rentuo Big Data Research Institute, believes that the rational use of content power measurement models can help beauty brands know their content and delivery more clearly, whether they really communicate to the people they want, quickly understand consumer feedback on content, explore professional ways to improve the transformation of content communication and crowd penetration, and help brands reach consumer pain points through content.

Since Douyin began to exert efforts in e-commerce, Rentuo Big Data Research Institute has continued to conduct research on the Douyin platform and successively launched corresponding products and solutions to help brand owners grasp market trends and development. Different from the operation idea of classic shelf e-commerce, as the definer and initiator of interest e-commerce, douyin has great differences in the commercial value of the site ecology, role and creation.

Rentuo Big Data Research Institute pays attention to this development trend, combines deep insights into the industry and brands, and takes the lead in launching a content force measurement model, trying to outline the value of abstract content with scientific rationality. The "three forces and one index", that is, the brand's positive interaction, crowd penetration, sales conversion and subversion index, as a measurement dimension, comprehensively measure the effectiveness of content and subvert the traditional content monitoring.