How to treat the expansion of Tik Tok in the field of short video?

How to treat the expansion of Tik Tok in the field of short video?

For most brands, it is a standard to shoot a TVC (commercial TV advertisement) on the TV station when a new product goes on the market. However, in the environment where short video is prevalent, the boring form of traditional TVC has been difficult to resonate with the audience. However, short video marketing, a more fashionable and viral marketing method, can quickly trigger the active sharing of netizens.

In the winter of 20 16, Uniqlo launched six magic videos for its new down jacket, each of which was 15 seconds. The protagonist in the video sings rap to recommend down jackets in Minnan dialect, Cantonese, Northeast dialect, Shandong dialect, Shanghai dialect and Sichuan dialect. The dialect version of magic video soon became the focus of discussion among netizens, which triggered a lot of UGC. This shows that short video marketing is becoming a kind of popularity.

Nowadays, the short video marketing market is developing rapidly, and an increasingly perfect short video marketing ecology is taking shape. In this process, the iterative speed of the short video market far exceeds people's imagination. Only by grasping the development trend of short video marketing can we better take root in the field of short video. The following are four development trends of short video marketing.

1. The friction with TV programs has sparked a new spark.

With the shift of users' attention, the development trend of brand rejuvenation and the influence of short video marketing effect, more and more TV program owners will turn to the short video market. As a result, advertisements began to appear on various Internet apps, such as (Run), China's new songs and the son of tomorrow, sponsored by Aauto Quicker, and Tik Tok's advertisements appeared in (Chinese restaurant). The volcano video is bundled with "Extreme Challenge" and "Where is Dad Going 5", and Momo is named "I Love the Second Element". ...

2.KOL triggers creative crowdsourcing

Xu Yang, the founder and CEO of Weibo Yi, a short video intelligent marketing platform, once said: "We found that the whole mainstream consumer group is younger, more personalized and more layered, loves to share, loves to spit, and hates being labeled. In this case, how to find something that has brand influence on them is very important. Many brands have actually lost their influence among young people. " Indeed, for example, when asked about the brand Shufujia, many "post-00 s" actually said they didn't know. How to help the brand re-empower? The answer is KOL.

What is KOL? In some large and small activities, we can always meet some special guests from all walks of life, including network celebrities, Weibo's big V, artists, photographers ... and they can bring their own traffic and topics every time they appear. These people are classified as KOL.

In the eyes of the public, KOL's default profile is probably like this: many fans, high value, and social skills. But actually KOL was born from the concept of marketing, which means Key OpinionLeader (KOL). It is usually defined as a person who has more and more accurate product information, is accepted or trusted by the relevant groups, and has a great influence on the purchasing behavior of this group.

KOL is as influential as a star and more grounded than a star. Behind KOL are fans with high consumption power and high loyalty, who have marketing transformation power that cannot be underestimated. They can often create content that understands fans better. Of course, it is also important to find a matching KOL, which involves "creative crowdsourcing". "Creative crowdsourcing" is a short video marketing methodology first proposed by Weibo Yi. Give full play to the unique advantages of different kols in marketing links such as creativity, production and distribution.

It is a trend to put short videos in Weibo.

When analyzing Tik Tok, an Internet observer mentioned that although short videos can be combined with sound and pictures and interpreted in various scenes, they are very expressive. However, Tik Tok's own platform lacks a communication chain like Weibo's and a social communication channel attached to the social chain. Simply put, if you think this short video is good, you will share it on Weibo, but not on Tik Tok.

Weibo has a strong media attribute, which can often combine stars and hot topics to produce phenomenal communication. This open social environment is more suitable for the growth and spread of short videos. If you put short videos on Weibo, you can often make a marketing campaign at the top of the screen.

4. Artificial intelligence technology strikes short video marketing

With the continuous expansion of the short video marketing market, various problems emerge in an endless stream, which is difficult to solve by approaching labor. The current artificial intelligence technology can solve this problem well.

For example, Weibo Yi once conducted a marketing campaign for Daily Youxian during the Spring Festival. First of all, micro-broadcasting is easy to use artificial intelligence for big data analysis, and combined with the personalized distribution needs of daily fresh food, it has created an exclusive KOL resource library. Then, through big data and other technical means, Weibo can easily find short video accounts consistent with the attributes of Japanese fresh fans from the resource pool. Weibo Yi finally determined the KOL of Wild Food Brother and Poison Corner Show through intelligent number selection. Then through creative crowdsourcing, let these kols play their own advantages. Finally, the video will be produced and distributed on Weibo, WeChat and short video platforms.

Well, today's sharing is still here. Since the media industry is now in a booming stage, many people want to come in and share a piece of it, but the strength of one person alone is still limited. Let's exchange and learn together. I believe it will get twice the result with half the effort!