It may be a WeChat eco-marketing bonus that can be crawled.
In this year’s public account ecology, there was an outbreak of content.
When the early Weibo was in the middle of the day, it became an important content consumer product on the Weibo platform. Every big and big V grasped the important traffic portal, and now it is welcoming on the WeChat platform. The second spring, for the brand owner, Dian Man may be the WeChat eco-marketing dividend that can be captured.
The reading habits of Zhang Man began on Weibo. In order to make the fragmented reading more visually fun and break the 140-word limit, many early-stage account-style accounts began to try out the content, which also gave birth to many articles. Head account. According to the 2015 China Internet Red List released by Internet Weekly, the talented little panda, the uncle, the great Annie, the apostle, and Guoster are all ranked TOP20.
Image from Baidu Encyclopedia
But with the rise of other platforms such as the WeChat public account, the content of the content is gradually depressed in the microblogging ecosystem, and many large Vs are constantly transforming. The same uncle, Cai Yuedong sold the shares directly to cash in 178 million, but now the uncle’s voice is not as good as before; Chen Anni (great Anne) has created a comic book, more as a manager than a creator in the comic industry; genius The pace of creation of the pandas has also decreased significantly in recent years.
After the relevant big data analysis of the time-interesting cloud, we can find that on the micro-blog and other social platforms, although the main reading crowd of the man/manga is 85, 90, but after 95, 00, / Comic content is more preferred, TGI value is higher.
Image Source: Time to Insight Cloud Big Data Analysis Results
After the regularization of Weibo’s content, the content of WeChat’s content has been erupted. Compared with the traditional graphic content, it makes people have a more relaxed reading experience.
In addition to the early “Cold Rabbit” and “Gu Ye” and other public numbers that transferred WeChat from Weibo, the most popular concern is the long-term advertisement created by the “Local Climate Survey Group” for 2017. “1913”, exploding the circle of friends overnight and let the “local climate investigation team” rise in value, the reading of this article has exceeded 30 million. In fact, “1933” can not be regarded as a traditional article, adding a lot of animation interaction details in the content, and using a mirror expression, people have a pleasure to watch movies when reading.
Image from “Local Climate Survey Team”
The important thing of “1933” is to break the traditional flat-style creation. Compared with the simple creations such as Gu Ye and Uncle Tong, the “local climate survey group” has more creative input. And the public account has become a “new advertising company.”
Local Climate Survey Team X San Jiu Tian and X Shiqu
The two years of 2017-2018 ushered in a small outbreak of the public class, the typical representatives are “GQ Lab” and “匡扶摇”.
“GQ Lab” has become a frequent visitor to 10w+. The content of brain-hole advertising does not allow users to exclude it, and even the reading culture of readers guessing advertisements, even the number of clicks on advertising soft text can exceed 2 million. . In the advertising cooperation, “GQ Lab” also gave new inspiration to the market. BMW has been launching it for several months, and has promoted the growth of the brand public number through the “BMW first GQ reprint”. According to public reports, the headline of the “GQ Lab” has reached 1.3 million and the annual revenue is nearly 200 million.
GQ Labs X SEED AWARD X Interests
“匡扶摇” is a kind of life story and life reason through conversational style. During the 2017 Tanabata period, “They talked about love when they don’t make sense”, the reading quickly broke through 3.2 million and became a public account. Black horse. In fact, it was only used for personal work, but its popularity has led to the emergence of a series of content stories, and some industry insiders believe that it has become a big footnote in the media disintegration advertising industry.
Image from “匡扶摇”
In the first half of this year, the content of the Manchu really ushered in a big outbreak. Several comics content received more than 10 million clicks and read, and it became a full-fledged explosion. The content of the “Illustration” category is more because of “garbage.” “Classification” and other hotspots have been paid attention to by the public.
The slogan “She always” of the Department of Visual Arts released an article entitled “Garbage Man Classification Guide” in early July. The article read 15 million in seven days, and even the People’s Daily public number. Reprinted, bringing 200,000 new fans to “She always”, and this is just the second tweet of “She always.”
Image from People’s Daily
This year’s “Dark Horse” is a public number that “does not draw a publishing house.” In the case of the general decline in public account data, “I will not draw a publishing house.” The fifth article “Don’t be sad, I will first Go.”” has already gained millions of readings, and now every tweet has been stable at 10w+.
Image from “Can’t draw publishers”
But it’s not hard to find that all the explosions are very “heavy”, and you need to turn over dozens of screens to complete the reading. In the creation, you will even reach the intensity of hundreds of images, and the cost may be tens of thousands. Yuan, especially the content of “匡扶摇”, it usually takes tens of minutes to read the whole article. It is precisely because the “heavy” content has attracted the user’s favorite, after the WeChat public account ecological “bad money expelled the good money”, today the content began a real reshuffle.
The current popular content is nothing more than four types: inventory, brain-story, heart-and-heart emotion, expression package dialogue. The smashing of the advertising banner has also made the publicity of the public account more smooth, and the brand owner has more confidence in the promotion. So how should the brand party promote the popularity of the public class?
1, brand promotion re-engineering
In terms of the driving ability of the topic, it seems that the role of the article is more obvious than the role of the graphic. In the process of branding, the key target can be placed on the propaganda and the creation of the trend. “It was later turned out to be a poor conversion, which also shows that there will be some uncertainty in the promotion of the goods. In addition, many of the public accounts already have a community culture of “seeing and guessing advertisements”, which is actually a manifestation of strong user loyalty.
But in the process of co-operation of the comics public number, the content is usually very strict, and it is necessary to match the tonality of the account and output the brand information, similar to the soft softening in the film. Into, the challenge will be relatively large in terms of creation. Therefore, for the brand, it is not easy to find the right account to do the grinding of the content story.
2, IP joint to bring goods
Although the distribution of the cooperation is mostly based on product promotion, it does not mean that sales can not be achieved. In addition to the professional planting of the grass, the brand can try to cross-border cargo through IP joint.
The account is usually characterized by obvious IP features, especially those accounts with specific cartoon characters such as “Uncle”, “Girl Rabbit”, “Cold Rabbit”, and there are already strong people in the attention group. IP influence, if the brand launches a joint customized product, and upgrades the content delivery to cross-border marketing, it may achieve a good delivery effect.
With the light weight of reading, Dianman and short videos are undoubtedly the main trend of content consumption in the future, but the relative lack of support for short video by WeChat Ecology has caused the content to explode rapidly and be recognized by users in 2019. Diffuse implants are softer and more user-acceptedAn important advantage of his content form.
Before the tide faded, it was still a chance point for brand marketing in the near future. It is worthy of the brand’s marketing test.
*This article is from a screenshot of a public web image