Nowadays, short video live streaming platforms have become the focus of more and more practitioners in the automobile circulation industry due to their potential in the field of marketing. The traffic dividends of traditional short video platforms have been shared by early participants, while Channels has risen rapidly in the auto market with its unique advantages, opening a new door for car dealers to attract customers. In the face of this new blue ocean of traffic, auto dealers need to accurately capture the abundant traffic of the Channels platform, and gain insight into market trends while adhering to the traditional customer acquisition model, so as to develop new marketing methods.
Analyze the power of trust behind customer acquisition
Manager Zhang of the Marketing Department of FAW Audi Henan Yuhai Xindi 4S Store shared their experience in sales growth with the help of the video number platform. In the early days of operation, the store faced difficulties in attracting traffic, and the problem of producing short videos and live broadcast content could not attract consumers often occurred.
"How to produce differentiated high-level short and direct content, and make full use of the private domain operation advantages of Channels, with the help of Moments, WeChat groups, Soyisou and other ports, to revitalize the long-term accumulation of potential customer resources, so that customers can really stay has also become the top priority of the store. ”
Zhang Yan, Head of New Media and MINI Marketing Manager of BMW Baoyue Yunnan, has a similar view, pointing out that the content dissemination link of Channels essentially relies on the combination of acquaintance networking and algorithmic recommendation mechanisms, and that through the content of the Channels platform, car dealers can effectively attract traffic through regular customers, obtain more potential customers, and ultimately achieve conversion transactions.
However, there is a significant difference between Channels and other short video platforms in terms of user positioning, and the age of the user group is relatively old, and this part of the user group is more inclined to watch content full of positive energy. When creating short and direct content for video accounts, it is important to take into account the preferences of this group. If the content is too fancy or pompous, although it may cause discussion on other platforms because of its uniqueness, on Channels, the unique acquaintance social model makes users more inclined to like the content recommended by friends and skip the content that is not recommended. ”
From these views, it can be seen that in the short and direct business of Channels, the quality of content is not only the core driving force of traffic, but also an important factor in building social trust with customers. Dealers, who are creators, need to build a plump "character" character to enhance the influence of the store.
The integration of theme and personality is the secret of good content activating traffic
Under the current business situation of seeking stability in the auto market, more auto dealer partners choose to shift from passive to active, dig deeper into the commercial value of Channels, and strive to explore new sources of growth in the ever-changing auto market.
A number of dealers from different brands of new media managers, combined with the current operation situation, shared with "Yichezhi" the key measures that need to be carefully polished in the operation of the content of the video account.
First of all, re-examining the content of Channels' short videos and live broadcast operations, and in-depth understanding of the "value" that these contents provide to the target audience, is a key step for every dealer to start the change.
In their view, in order to create highly attractive short video content in the era of self-media, it is necessary to fully meet the needs of the audience in three aspects: emotional, cognitive and practical. Therefore, they suggested that when building a content "persona", they should combine local multi-brand short video content and live broadcast cases, hold short video business training on a regular basis, and establish a diagnostic model of operational data through comprehensive analysis of various operational data. By combining the advantages of regional characteristics and culture, the account positioning and person positioning can be clarified, so as to more accurately grasp the needs of the audience, optimize the operation strategy, enhance the influence of the video account, and is expected to solve the operational difficulties caused by high traffic in different places.
Second, it's important to continue to inspire consumers' curiosity in short-form video content. Zhang Yan of Yunnan Baoyue BMW clearly pointed out: "At a time when the competition in the automotive industry is becoming increasingly fierce, the sales channel is also undergoing changes and restructuring. This brings unprecedented opportunities for the new media business of each store. However, when cooperating with manufacturers to promote hot-selling models, if the content output is only mechanically combined with product features and sales pitches, it is not only difficult to obtain the traffic assistance provided by the manufacturer, but may even backfire and produce adverse effects.
Therefore, when releasing short videos and live broadcasts on Channels, it is the key 10-second rule in content operation to use phenomena or highlights as "introductions" in a timely manner, refine eye-catching sentences, quickly capture the attention of consumers, and attract them to continue to look down without swiping away, so as to ignite the expectations and interests of potential users.
Next, there is the intermediate content that needs to be strengthened in short videos and live broadcasts on Channels, which can enhance the attractiveness of the content by emotional foreshadowing, creating accidents, or triggering emotional resonance. "These key content pieces need to be carefully designed and cleverly 'divided' into smaller scenes to keep the consumer's attention and fully immersed. ”
Finally, in the closing part of the short video content and live broadcast speech, we should pay attention to the sublimation of emotions and use touching pictures to trigger the audience's emotional resonance. For example, by depicting warm scenarios such as "you are not alone in the cold winter, we are always by your side" or "no matter when and where, we will be on hand 24 hours a day to provide you with intimate service", we can achieve a deep connection with the emotional needs of consumers and make them feel the warmth and care of the brand's stores.
In addition, "during the promotion of Channels content, even if the short video and live content are too commercial, they can still achieve customer attention and achieve effective hard connection through the complete and clear content hierarchy mentioned above." Zhang Yan added.
At last
The slowdown in market growth has become an inevitable trend. In the case of the gradual fading of fundamental dividends, in order to stand out in the homogeneous and competitive market, it is necessary to find the seemingly low-key but full of potential "dark horse". With the arrival of 2024, Channels, as a new engine for brand growth, is destined to ride the wind and waves and move forward bravely. In the "Rainforest" ecosystem created by Tencent, the short video and live streaming business of Channels is expected to open up a more efficient growth path and bring new development opportunities for brands.