As the short video and live streaming e-commerce industry enters the "second half", more and more brands have begun to explore short video marketing and enhance their influence on short video platforms to further enhance their market competitiveness and business scale. According to QuestMobile's data, as of September 2023, the number of deduplicated active users of the five major new media platforms of Douyin, Kuaishou, Xiaohongshu, Bilibili, and Weibo has reached 1.088 billion, of which Douyin leads the way with 743 million monthly active users.
The digital 3C industry has its own industry characteristics:
The first point is that the gross profit is low, the user decision-making cycle is long, and in terms of operational means, it is difficult for brands to support long-term information flow as the main means of customer acquisition because of ROI. The second point is that the overall industry has a large number of exquisite product materials, such as grass unboxing materials, product launch materials, intergenerational materials, competitor comparison materials and promotional poster materials. At the same time, some 3C brands have a large number of offline retail stores, which often have the need to attract traffic to the store through self-media accounts, but also face the lack of professional self-media operation capabilities, and there is an unsatisfactory situation of account data.
A leading 3C brand has been committed to providing high-quality products for many years, which is deeply loved by consumers and has grown into a national brand. RC Lightyear co-created with them to provide them with high-quality batch video production through AI. Create dozens of official Blue V accounts. On the one hand, it solves the problem of the utilization rate of historical materials, and on the other hand, it builds each matrix account into its "online retail store", and helps it solve the problem of low gross profit and difficulty in supporting streaming through the form of content acquisition and live broadcast conversion. Relying on the excellent performance of Ultron Lightyear's Content AI Studio and video mixing model Saga, in the past year, Ultron Lightyear has achieved outstanding results such as reducing the average marketing cost by more than 50%, increasing the average human efficiency by more than 200%, and increasing the average traffic by more than 140% for the 3C brand.
01 Broaden the platform traffic entrance, matrix marketing has become a key means of brand growth
The so-called matrix marketing, that is, the brand operates and manages multiple accounts on the short video platform to achieve the marketing effect of multi-channel coverage, multi-account exposure, and multi-group reach, which can not only quickly obtain platform traffic, but also "voice" through many short video accounts together, and quickly create a "swiping" effect in the short term, thereby expanding brand influence. For example, the 3C brand has quickly attracted more than 10 million followers on Douyin through several heavyweight product launches, and has continued to publish content through matrix numbers, further enhancing the brand influence and promoting the overall sales growth.
However, with the changes in factors such as more and more brands entering the market, further segmentation of users, and the adjustment of the platform's content recommendation algorithm, it has become more and more difficult for brands that only operate individual accounts to obtain traffic on short video platforms such as Douyin. This is also one of the important ways for brands to continue to build a marketing "moat". Not only do leading brands need to invest resources to establish short video matrix numbers, but small and medium-sized businesses can also learn from similar ideas to create their own "place". Based on the accumulation of technology and service capabilities of leading enterprises in the past three years, Altron Lightyear has precipitated more than 20 industry domain models in the field of marketing, which can provide full-link marketing efficiency improvement for brand matrix marketing.
02 AI deep learning industry data, acting as a "consultant" for brand marketing
For the brand marketing team, the key to the early stage of matrix marketing is to first do a good job in industry analysis, competitive product research, research platform algorithms, user insight and content insight, etc., and plan marketing strategies and implement marketing actions in a targeted manner. As the saying goes, "only the algorithm can beat the algorithm", and the analysis of content and users by individuals often has certain empirical factors, while Mogic Copilot of Ultron Lightyear can disassemble, analyze, annotate and summarize the content characteristics of industry content based on intelligent marketing algorithms from a more objective and rational perspective, and the resulting short video content strategy is more credible and scientific, enough to act as the brain of brand marketing." to learn the content structure of the target account, so as to mass-produce similar high-quality content.
After cooperating with the 3C brand, Mogic Copilot conducted an in-depth analysis of the content interests and preferences of the 3C brand's industry and target user groups on the Douyin platform, and output a set of "skeleton" strategies for the content of the brand account: through real-time capture and analysis of the top 20% of high-quality content and data in the 3C industry, Mogic Copilot can grasp the content characteristics and story lines of the industry's high-quality content, the needs and preferences of target users, and capture the "breaking point" of the video Based on this summary, the content strategy and content template that conform to the platform algorithm and user preferences are generated, which provides strong support for the 3C brand marketing team when making content decisions.
奥创光年 Mogic Copilot 内容洞察及内容生成逻辑
03 Ultron Lightyear's Saga video mixing model quickly improves the productivity of brand content
In terms of content production, one of the challenges faced by brands when operating matrix numbers is that the brand's content team cannot meet the demand for large amounts of content output, and the manual editing team of traditional content providers has limited content output, and there is no more efficient solution on the market. The 3C brand has also cooperated with some AIGC companies, but has not been satisfied with the quantity and quality of content output. As a leading AI intelligent marketing service provider in China, Altron Lightyear can help brands achieve mass production of content through the self-developed Saga model generated in batches of short videos. This model has been applied to many Fortune 500 beauty, e-commerce, and food companies. Therefore, at the beginning of 2023, the 3C brand established a cooperation with Altron Lightyear, relying on the Saga model to quickly produce high-quality videos to fill the content gap.
Saga can also fine-tune, intelligently screen, combine and edit brand marketing materials according to the personalized needs of the brand, and quickly generate a large number of high-quality content, which not only solves the problem of insufficient supply of short videos edited by manpower, but also ensures that the content produced in batches maintains a unified brand language and visual style. In the process of cooperating with the 3C brand, Altron Lightyear Mogic Copilot has achieved a weekly output of more than 500 AIGC contents, a 150% increase in content delivery efficiency, a 50% reduction in material costs, and a single video has attracted more than 23,000 people to the brand's live broadcast room.
04 RC Lightyear DAM+CMP platform, customized private marketing model for brands
For the 3C brand, solving the problem of insufficient content productivity is not enough to greatly improve the efficiency of the brand's overall content marketing system, and the brand marketing team also needs to face a large number of new "side tasks" such as reviewing, managing, distributing and performing a large number of marketing content. In this regard, the digital asset management platform DAM (DAM) and the content marketing platform CMP (Content Marketing Platform) provided by Alstar Lightyear also further solve the problem of unified management, distribution and effect statistics of the marketing content of the 3C brand. classify and authorize different collaborators to use it; CMPs can distribute batches of video materials to different marketing channels (major social media platforms have been connected), and go back to the statistical results for brands to review content data and iterate content strategies in real time.
To sum up, RC Lightyear Content AI Studio has created an efficient matrix number marketing solution for the 3C brand with its outstanding AI full-link marketing products and services, and provided strong AI marketing technical support for Douyin to improve its marketing scale and promote performance growth. In the future, Altron Lightyear will continue to increase R&D investment, provide AI marketing products and services for more outstanding brands in the digital and 3C industries, and help more brands stand out in the fierce market competition.