#头条创作挑战赛#
Today, we live in an environment of relative binary oppositions and a scarcity of consensus.
In mass events and brand communication, information cocoons and circle barriers have become words that are frequently discussed, and everyone is seeking to break the circle and establish a broader social consensus and brand consensus.
When fragmented content becomes the norm, centralized content becomes a scarce resource, and centralized content will spread across circles, re-bridge consensus, and establish a new order and new standards.
In our opinion, there are hot search topics in various content ecosystems, various lists, and style trends, and the topic lists promoted by these platforms are essentially centralized content that breaks the barriers of the circle.
Today we're going to talk about the marketing value of centralized content and how brands can build a new consensus with centralized content. Hope it inspires you.
Enjoy:
1. Centralized content has become a standard and consensus
First of all, at the conceptual level, we should understand centralized content and the marketing value of centralized content. We divide centralized content into two types: platform-driven and brand-driven.
The first category is platform-driven centralized content, including normalized hot search topics and various lists. It also includes non-standard content such as super events such as the World Cup and the Olympic Games, super nodes such as the Spring Festival Gala or Double 11, as well as phenomenal variety shows or platform content.
The second type is brand-driven centralized content, which will be upgraded to centralized content when a marketing case breaks through the circle threshold and becomes a phenomenal screen swiping case. For example, this year's joint brand between Luckin and Moutai, such as the back wave of Station B before, similar brand content can also be called centralized content.
Centralized content itself is to establish a cross-circle consensus, so that a concept or content can reach different circles and form a new consensus.
From the level of marketing value, the first is the incremental attention brought by breaking the circle, and the brand information enters a wider circle, and the second is the consensus establishment of brand concepts or values, why this brand is trendy, that brand is advanced, the mind of this brand is called cost-effective, and the impression of that brand is expensive, which needs to establish a popular cross-circle consensus.
Then there is the question of how to intervene in centralized content: borrowing, co-creating, and creating wind.
The first is to take advantage of the situation, for super events and popular nodes, we can only cooperate to take advantage of the situation, such as the World Cup and the Olympic Games, including this year's Asian Games, which can be called a feast for giants in the marketing industry. This kind of super content, through cooperation, can help brands quickly break the circle and quickly form a new consensus. I remember a few years ago, Douyin fought a very beautiful Spring Festival campaign, and the users gained explosive growth.
The second is co-creation, normalized hot search topics within the platform, popular or authoritative lists within the platform, and even the creative opening screen of big platforms such as Douyin, I think it can also be regarded as centralized content or centralized advertising. This category can be co-created by the platform and the brand, creating cross-circle cognition and consensus for the brand.
The third is to create wind, as a person who has done marketing strategies for more than ten years, I believe that there is a good strategy and a good idea, but I don't believe that a certain idea will be swiped before release, and the content or case of the whole people swiping the screen, I call it creating wind, the right time and place, plus a little luck component, become centralized content.
To a certain extent, the three different forms of centralized content can fight against fragmentation and hierarchical communication, find new increments for brands to break the circle, and establish a new consensus at the mental level.
Our trend judgment is that both platforms and brands are actively promoting the creation of more centralized content opportunities and bridging more cross-circle consensus. For brands, centralized resources are equal to breaking the circle and growth, and should be more actively leveraged and co-created.
2. Case: Centralized list, creating a new consensus
Douyin Life Service has just released the "Douyin Heartbeat Selected Restaurants" list, and selected 175 restaurants in first- and second-tier cities to be included in the list, creating a new boutique dining list.
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Also as a food lover, after reading this list, I think it is still very valuable, there are many new faces who have not appeared on other lists before, the judging criteria are not only taste and cooking skills, but also reflect the overall experience and mood, highlighting the manager behind the restaurant, the human story and the ultimate manager personality, also become a part of the food.
For merchants, this centralized list can at least form a new standard for dining experience within the Douyin ecosystem. In the future, it may also become a new consensus on the dining experience of the new generation of young people.
What kind of brand and marketing value can a different centralized list bring? Expand on the talk:
1. Centralized list, setting new standards
First of all, we understand why we want to make such a list from the perspective of merchants.
First, Douyin life service is developing rapidly, and there are currently more than 4.5 million cooperative stores, and many merchants are facing difficulties in breaking the circle, slow growth, and lack of platform benchmarking.
Second, from the perspective of the development of the catering industry, in the past few years, there have been many new boutique restaurants that are popular with Douyin users, which are not only innovative in taste and cooking skills, but also meet the sense of ritual of young people in terms of brand story experience and scenes.
Therefore, for the three levels of platforms, users, and merchants, a new centralized list should be established, so that the new boutique restaurants that young Douyin users like can be seen. In a sense, this list also defines new standards for merchants and platforms.
2. Authoritative release and high-quality operation
Secondly, what is the marketing value of being on the list to F&B businesses, and why is this an important opportunity for merchants and platforms to co-create trends?
We understand it from two levels: release and operation.
First, in the release stage, in addition to the scarcity and authority of the list, the merchants on the list can also enjoy nine major traffic rights, such as live broadcast room decoration, search undertaking, same-city recommendation, etc., as well as high-quality head voices, such as the voice of heavy stars, the communication of head talents, and the professional certification of the council. These will bring massive exposure to businesses, so that attentive operators can harvest new opportunities and create new trends that are seen by the public.
The second is long-term high-quality operation, Douyin Life Service will also launch a "Xindong Selection Restaurant Business Operation Guide" to guide the merchants on the list to create "Xinding Interest Content" through the new "Xinding Selection Package", participate in the "Xinding Selection Activity", and obtain exquisite user consumer groups to improve the business index of the merchants on the list.
Therefore, this list is not just a "certification" for merchants, but an actual new opportunity and new business, and a new trend with the platform.
3. Break the old order and promote a virtuous circle
From the perspective of platform strategy, this centralized list can be regarded as a list of new forces that break the old order and face young people, which not only provides a new benchmark for merchants, but also provides new choices and new experiences for a wide range of users.
First of all, it is different from the traditional food list, the judging angle is more dimensional, focusing on the experience of young users for the sense of life ritual, and at the same time, it is a list that young people can afford. Many of the new faces on this list are niche restaurants that have never appeared on other lists, and at the same time, they are also shaping a new order.
Then it is used as a benchmark to form a virtuous circle and establish a new order. On the user side, as a widely disseminated list, more users will see and experience it, and on the merchant side, more merchants who are not on the list will also see it, use it as a benchmark, move closer to the standard of the list, and create a catering experience that young people prefer to consume, and compete to be on the list.
For catering businesses that are making efforts to operate Douyin life services, a centralized list will focus on the standard. Through the authoritative release and mass communication of the list, merchants follow the platform to achieve a positive ecological consensus with centralized content, and conform to the new standards and trends of the catering industry.
3. To sum up
When the circle barriers and cognitive cocoons are stronger, whether it is a content platform or brand marketing, it is more important to actively create centralized content, and the value of centralized content will be greater.
Whether it's a big social and moral consensus, or a small industry consensus or brand consensus, centralized content is needed to bridge the gap and reshape the consensus.
We briefly summarize the marketing value of centralized content for brand merchants.
First, identify centralized content. Different brands and content ecosystems should identify different centralized content.
For catering businesses serving Douyin Life, the list of "Douyin Heartbeat Selection Restaurants" is centralized content. But for big FMCG brands, maybe the World Cup Olympics are counted. Or identify a trend, citywalk, camping, cycling, different consumer trends, these trends and popularity, in essence, are also cross-circle centralized content.
Second, intervene in centralized content, take advantage of the situation, co-create, and create style.
In the age of hyper-fragmented content, centralized content is expensive and scarce. Either the brand has money and is willing to spend hundreds of millions of budgets to do super titles, which are bound to deterministic centralized content. Either the brand itself has precipitation and quality, and when the trend is formed, the brand can catch the opportunity when the opportunity comes. Or make your own wind and brush the screen, super strategy + super creativity + super luck, which is the most difficult.
Third, become part of the new consensus, create new trends, new standards, and always remain pioneer and young.
The most important thing for brands is to always "live in the moment". For example, in a restaurant, the traditional standard in the past was ingredients and skills, and at most the environment. The criteria for the new list may be more concerned with the human experience, the story of the person in charge, the small fortunes in life and the sense of ritual. This is true of all industries, times are changing, and brands should always live in the present.
The value of centralized content is to build a new consensus and create a new trend, and brands should continue to integrate into this new trend and become a part of the new consensus.
Finally, I look forward to breaking down more circles and barriers, building more benign positive consensus, and less binary opposition.
More than.