Ask for photography, brother, live broadcast with goods

After Tik Tok won the copyright of the World Cup, it brought us the era of vertical screen. What about the content marketing during the World Cup after Tik Tok took office? This paper summarizes the content marketing of Tik Tok after entering the World Cup from three aspects: the change of content consumption, content consumption behavior and content marketing. Let's have a look. Tik Tok won the right to broadcast the 2022 World Cup, bringing the World Cup into the vertical screen era. Today, I will use three pictures to tell you what to do with content marketing during the World Cup after Tik Tok takes office. First, the change of content consumption: from heavy to light, if you want to do event marketing well, don't immerse yourself in the complex commercial resource package of the media. We must first understand how users "consume" the World Cup. Only by understanding the user's content consumption logic first can we make a correct content marketing strategy. Let's first make a level of the content derived from the World Cup: the event itself: the live broadcast of the event, the highlights of the event, and the derivative programs of the event; Win or lose score: predict the score before and after the game and guess the champion; Star news: star story, star performance, star scandal. Event lace: Qatar little prince expression pack, "Lone Ranger" World Cup semi-final live broadcast. The breadth of flow is from low to high, and the accuracy of flow is from high to low. Let me give you an example, and you will understand why. For example, do you remember the score between Qatar and Ecuador? You may not remember the score, but I think you should remember that the little prince in Qatar became an expression pack. Only real football fans can count the scores of every game in the World Cup. Moreover, only a small number of people who "consume" the World Cup are watching the ball, and most of them are watching the fun. There must be more fake fans watching the game than real fans watching the game seriously. Everyone watched this year's World Cup in Tik Tok. Short videos are short, flat and fast, and more "watching fake fans" participate in World Cup consumption. Spectators like to watch the gossip news that "Cristiano Ronaldo actually has his own private jet" instead of "Croatia's counterattack tactics". Therefore, the mainstream content consumption of the World Cup is changing from "heavy" to "light". The closer to the content of the "event itself", the heavier it is; The closer to the "game lace", the lighter the content. For the brand, if you want to win the World Cup traffic, you can't just stare at the World Cup itself, but see all the possible traffic of the World Cup. For event marketing, what kind of marketing effect you pursue must be aimed at what kind of content. Generally speaking, the brand's marketing goals in the World Cup can be roughly divided into four categories: winning the mind of straight male sports men-the event itself; Want to interact with users-win or lose points; Star spokesperson marketing-star news; Only need to undertake large flow-the lace of events; Almost all the traffic generated by the competition itself comes from straight men who are obsessed with sports. Therefore, the marketing of customers in the fields of automobiles, games and electronics should be centered on the event itself, and resources such as live broadcast of the event, highlights of the event, World Cup coverage and Tik Tok derivative variety show can be selected. For example, during the World Cup, the future football mobile game will cooperate with "Know the Ball Conference" and FAW-Volkswagen will cooperate with "Huang Jianxiang Talk", which are all ball evaluation programs that senior fans will chase. Some international brands often sign famous stars as spokespersons, or sign short endorsements with some stars during the World Cup, so as to achieve creative breakthroughs with the influence of spokespersons. In this year's World Cup, Lu went to AnnieLeibovitz, a famous photographer, and contributed to the century framework of Messi and Cristiano Ronaldo. This photo was once screened in a circle of friends. But getting a big-name star can only be the exclusive game of super big names. If small and medium-sized players don't have such a high budget, you can choose one or two stars with the help of Tik Tok's star micro-endorsement products to help you customize challenges for stars or customize short videos. If your customer base is wide, such as e-commerce platform, take-away, drinks, water and other customers. What you want is not the accurate flow in the World Cup, you just need to bear the high heat flow. Aiming at the lace of those events can actually dig out huge traffic. For example, in this year's World Cup, the US Mission sponsored the Ghana team, allowing Ghanaian players to wear clothing training in the style of the US Mission's takeaway brother, and made a news of "Ghana jerseys hitting shirts and takeaway brothers". Then, Meituan bought two hot products on Tik Tok-hot list and hot product specialty, to undertake the traffic brought by this hot spot. On the same day, the number of people searching for Meituan increased by 60%. To sum up: the content consumption during the World Cup is changing from heavy to light. If a brand wants to fully understand the traffic of the World Cup, it should not only focus on the "heavy" content, but also understand all the traffic of the World Cup, and anchor different types of content for marketing according to its own marketing objectives. Second, the change of content consumption behavior: from asynchronous to synchronous "At 2: 58 in the morning, you turned on Tik Tok in advance and projected the live broadcast signal on the TV. The game was tense and you were hungry, so you bought a World Cup meal for two. At half-time, we finally scored! You danced and cheered, then suppressed your restless heart and grabbed a wave of goals. You think you like the "stability" of the team, so go to the home of the World Cup and play a "prize prediction". What you don't know is that your girlfriend quietly recorded your dancing and uploaded it to Tik Tok. In fact, there are four main consumption behaviors in the World Cup, namely, watching the game, playing football, evaluating and buying. But in the era of big screen, these behaviors are asynchronous. In Tik Tok, these behaviors are synchronized. In other words, everyone will watch and play, watch and comment, and watch and buy. Based on the behavior characteristics of users, the platform designs their commercial products and marketing methods. To do a good job in the content marketing of the World Cup, we must first understand their underlying principles. 1. Watch and play: learn to be a "changeable reward". In this year's World Cup, I think many people are playing the games of "Guess the Champion and Divide the Grand Prize" and "Forecast the Grand Prize". In fact, even if you guess right again and again, you won't make a fortune, but everyone still enjoys it. The reason behind it is that "variable rewards" are at work. When people are not sure how much they will get in return, they will go crazy. During World War II, psychologist Skinner did an experiment. He put a flock of pigeons in a box with a joystick. At first, pigeons can get food by pecking at the joystick. Later, Skinner changed the rules of the game. When pigeons peck at the joystick, sometimes they can eat food, sometimes they can't. Skinner found that pecking stalks can get food, and pigeons soon got tired of it. Pigeons become very enthusiastic when they are not sure whether they can eat food. People and pigeons have the same behavior pattern. When we are not sure whether we can guess the score, we will enjoy it instead. In view of the user's "watching and playing" mentality, we should learn to use red envelope advertisements, quiz advertisements and prize-winning advertisements to stimulate the "changeable reward" effect. For example, during the World Cup, Ai 'an Sports Car made an advertisement of "Interactive Direct Out", and users could receive a red envelope of 5 ~ 10 yuan after completing the game task according to the prompts. Because the final amount is uncertain, many people are willing to "gamble". Stimulated by variable rewards, their Tik Tok rose by 86,000 in five days. 2. Comment while watching: Users are creatively "commenting" on the past, and the way we participate in the World Cup is shallow participation. For example, spit out the referee's penalty in the circle of friends and appreciate Messi's footwork. When the short video hits the World Cup, the way users participate in the World Cup becomes creative participation. When cristiano ronaldo walked out of the stadium with tears in his eyes, the fans made a documentary about his previous World Cup trip for cristiano ronaldo with online information and sent it to Tik Tok. Isn't this a comment made by fans? It's just that his comments are not a few lines, but a work; A girl who stayed up with her boyfriend to watch the football match sent a video with a World Cup special effect sticker. Isn't it expressing her love for the World Cup? From shallow evaluation to creative evaluation is one of the consumption trends of the World Cup. Whether it is the broadcast platform of the World Cup or the customers who want to use the event marketing, they should try their best to let users creatively "comment" and participate more deeply. Because the deeper users are involved, the more they will like you. Most furniture sold by IKEA needs to be assembled by users themselves. Psychologists have studied these furniture and found that it is the people who assemble the furniture who put in their own time and energy to make the furniture look more beautiful. Similarly, if you want to get more traffic during the World Cup, it is often not enough to buy a bunch of VVs. If you can get the target users involved, they will like your brand better. For example, Adidas held the "Football is still so good" challenge in Tik Tok, where users can share brand dividends by releasing co-produced videos as the atmosphere group of the World Cup. Although the form is simple, many netizens spontaneously participated in this activity. Therefore, if you want to win the brand of users' minds, you can pay more attention to Tik Tok's participatory product gameplay such as red envelopes, challenges and special effects stickers. 3. Buy while watching: Create a "buy now" atmosphere. The World Cup is a carnival atmosphere. In this atmosphere, dopamine and adrenaline in the human body soar, but this "enthusiasm" is a bit like a roller coaster, rising fast and falling fast. If a brand wants to bring goods during the World Cup, you must create an immediate buying atmosphere so that the conversion can happen immediately. During the World Cup, Mengniu chose two advertising products-"A brush must be reflected" and "Shake an egg". When a user browses the content related to the World Cup, the system will automatically determine that he is a group interested in the World Cup. In less than 30 minutes, Mengniu's advertisement will appear in front of his eyes. In order to facilitate rapid transformation, users can shake their mobile phones and enter the promotion page of Mengniu. Compared with other advertisements in the same period, the cost of planting grass in this advertisement is 74% lower. To sum up: the change of content consumption in the World Cup reflects the change of consumption behavior in the World Cup. The characteristics of current World Cup content consumption behavior are: watching and playing, watching and commenting, and watching and buying. Only by understanding the principles behind platform commercial products and marketing gameplay can we do event marketing well. Third, the change of content marketing: from the buyout of traffic to the marketing mode of full-link operation throughout major events such as the World Cup, the Olympic Games and the Winter Olympics, it has gone through three stages. The era of 1.0 is called "traffic buyout". Big customers occupy the flow of the World Cup by naming the World Cup live broadcast, including inserting advertising space. This method can achieve the explosion effect in a short time, but it is often only exposed without transformation. And I can't afford it without money. The threshold is too high. The 2.0 era is called "brand borrowing". Some brands are very creative. They combine the concept of brand transmission with the hot spots of the World Cup, and enterprises use small costs to incite large traffic. This marketing method does not need to spend too much money, but the popularity of creativity depends on intelligence and fate, and the uncertainty is too high. The 3.0 era is called "link penetration". Because of the maturity of big data and smart recommendation, the advertisements of the World Cup have opened up the links of watching, commenting, playing and buying. Advertising not only drives the brand effect, but also brings about business transformation. In my opinion, there are five key links in the marketing during the World Cup, and each link has corresponding commercial products to choose from: crowd water storage (people planting grass), crowd interception (search products, World Cup mall advertisements), deep relationship (quiz interaction, challenges, national tasks), guided transformation (live streaming) and secondary pursuit (information flow-optimization). Through the traffic layout of the five links, we can realize that On the one hand, because the copyright of the World Cup is expensive, small brands can't afford it. On the other hand, because small brands don't have enough funds, they can only pursue immediate results. The penetration of the whole link gives small brands the confidence to enter the market. During the World Cup, some small shops have achieved gratifying results by relying on the traffic in the same city. For example, during the World Cup, Jesse Fried String launched a special live broadcast of "Let's watch Jesse Cup together", and dressed the whole live broadcast room as a football live broadcast room with the homophonic rhythm of "Jesse Cup". The anchors use the style of football commentator to bring goods, create a sense of watching the ball and quickly detonate the user's desire to place an order. Jessie fried skewers is just a small chain store whose owner sells fried skewers, but their GMV was broken in three days by three special live broadcasts during the World Cup100000. The company also mobilized internal employees, stores and community fans to hoard goods in the live broadcast room. Coupled with the blessing of broadcasting in the same city, planting grass and traffic, their overall ROI has reached 18! To sum up: from traffic buyout to full link penetration, the content marketing logic of the World Cup has changed. Brands should not only pay attention to big rights and interests, but also pay attention to more "light" content, and their traffic is fleeting. Only by stringing them together with marketing links can the light content achieve the "heavy" effect. Four. Conclusion To do a good job in marketing events like the World Cup, we can't start with brainstorming and holding a big idea, nor can we start with the right to choose media resources. Instead, we should study user behavior first and thoroughly understand how users consume the World Cup. Only by understanding the changes of content consumption can we do content marketing well. Vote for me. I am participating in the 2022 author selection. I hope all my friends who like my article can support me ~ Click the link below to enter my personal election page, and click the red heart to vote for me. Each person can vote up to 35 votes every day, and can also get lucky draw and lucky draw books. Everyone is a member of the product manager's memorial circle and the first class. Columnist Liang Zong, official account of WeChat: ID-liangjianjunisme, everyone is a product manager columnist. Brand IP strategy consultant, thinking about a marketing topic every two weeks. This article was originally published by everyone as a product manager. It is forbidden to reprint the title map from Unsplash without permission, based on CC0 protocol.