In the past, consumer brands had to leverage the traffic and resources of stars. Today, NetRed generally tends to build itself into a brand.
Editor’s note: This article is from WeChat public account “Li Meng” (ID :imslimeng), author Li Meng. Far topic “The Growth Chart of Red Sellers”
When the eyes gather, money comes along. ——”Ads Principles of Advertising”
Someone has studied the advertising fees of TV stations around the world, and found that the time period for TV station advertising is the highest, one or two minutes before the weather program. It is said that the highest time of CCTV advertising charges per year is the minute before the weather forecast.
Caring for the weather, this is the rigid demand of the public.
So, someone moved the advertising strategy of the TV station to the mobile phone, developed and operated a very good weather app, and quickly absorbed a large number of users. But the strange thing is that no brand is willing to come in and advertise. why?
Because the user opens the app, the weather is gone and the stay time is no more than 10 seconds.
With such a short display time, users can’t remember the brand displayed above, and no advertisers are willing to come in and save money.
So, where the eyes gather, or where the traffic gathers, it is not necessarily that money comes along.
The biggest bottleneck here is “How long does the user’s mind come in?”
Not long ago, Jay Chou and Cai Xukun launched a fierce battle to fight. It was a big outbreak of traffic. Jay Chou successfully won the “microblogging first impact of over 100 million” achievements, the topic of success reached the top.
A lot of brands have come in to do event marketing, and the heat is so few days, stepping on the time rhythm means not doing marketing.
OK, this is what I want to say the most – the time rhythm.
The most savvy and most commercially valuable red people are winning the time rhythm.
01 The star of heavy gold, why lost to the grassroots red man
In the past year, there have been two phenomena in the consumer market:
First, star redemption (failure)
Zhang Xinyu, Yi Nengjing, Guo Degang and even Fan Bingbing, they all tried to discover themselves on social networks. “Filling ability”, in which Fan Bingbing used to bring goods to the brand on Xiaohongshu, and later managed to run his own mask business, playing his own brand “Fan Beauty”. These film and television stars, which are heavily funded, have traffic and resources, and they are also welcoming the promotion of friends in the circle. However, the effects are generally poor, and most of them are missing.
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