This article comes from the WeChat public account:Yang is not bad (ID: yangbuhuai01) , author: Yang is not bad, head Figure from: IC photo (Shenyang, a supermarket as “vibrato” as the plaque, the shop sold goods Nothing special, not related to “Douyin” product business)
Since Lao Luo started broadcasting, Douyin live broadcast has sprung up, creating many live broadcast scenes. The celebrities go to the sea, and netizens bring goods. Some people earn 10 million overnight. Some people swim naked in the spotlight.
Today’s theme is, what is the marketing role of Douyin Live? Can you bring the goods?
First of all, why talk about live streaming of Douyin?
Once I talked about how traditional creative people do digital creativity, I said that the methods and strategies are useless. Now I turn on the phone to see the screen usage time. Has it reached 7 to 8 hours? What is the proportion of various social apps? You don’t even need these social platforms, talk about digital creativity.
The basis of digital marketing is to understand the content attributes of each platform and the creator’s ecology. Who is the biggest fish in this pond, the most special, and the most daring? What species of fish and shrimp are based on these? Make a judgement about what creativity fits here and what marketing goals can be achieved.
For example, Weibo is used to create public opinion. The previous Weibo ecology was an elite culture, and all the well-known anger youths were there. The current Weibo is an entertainment ecology. Almost all Chinese entertainment topics are generated on Weibo. The marketing value of Weibo is the topical public opinion value.
For example, WeChat, I wrote “Brand WeChat, User Service Portal”, and later wrote Corporate WeChat to shape friend-friendly consumer relations. The brand official is based on the user service within the WeChat ecosystem, rather than using the official WeChat to distribute content every day.
For example, quick hands, people-centered communitiesCulture, in the quick hands, everyone is concerned about the person, not the content. You follow a truck driver and watch his daily life like a chase, not a fragment of life.
In the future, I will have the opportunity to chat in depth on every platform. Today, I will chat about the live chattering of Douyin. Why do some people spend a lot of money overnight, and some people roll over overnight. What is the live douyin? The following:
Douyin content ecology, representing popular culture
Before chatting on Douyin, chat on Douyin first. Live broadcasting is just a tool, and different species will grow in different soils.
It is wrong to compete and compare with Douyin Live and Taobao Live, and Kuaishou Live. Each platform has its own characteristics, and it is not homogenous. It seems to be selling goods, the starting point and purpose are different.
The data at the beginning of the year showed that the DAU of Douyin was 400 million, and 400 million people were active in Douyin every day, or creating or watching. This is a huge gravitational magnetic field that attracts the public to gather in this platform. So the next question is, what are 400 million people doing?
My definition of Douyin content is the mass culture that best represents the masses. It is neither an elite culture that talks about literature and art, nor an idyllic rural culture. It is the mass culture of the average Chinese. How to corroborate this, look at what has grown from here.
Most of the current popular songs, dances, and popular words come from vibrato.
Last year I wrote about Sprite and Jiang Xiaobai crossing the border. That case came from the idea of Douyin users. The copy is: “Do you know there is a drink called Lover’s Tears? It’s Sprite with Jiang Xiaobai”, and then the little brother did it all at once.
Hundreds of thousands of people publish this content, which is very popular. So Sprite and Jiang Xiaobai officially crossed the border, and made the tears of this lover, and finally got a good brand effect.
The content attribute of Douyin is a popular pop culture, to a certain extent, it reflects the aesthetics and values of the most common and ordinary people in the contemporary era. Some people may despise and some envy, but this is what 400 million users vote every day content.
The question that brands need to think about is how to enter this popular platform and how to integrate into it, so that their brands become a part of popular popularity.
I observe the brand case, and the most I see is that the brand is exposed on this platform. After all, there are 400 million audiences, but it is a waste to just expose it.The brand became popular.
Digital marketing is the essence, incidentally selling goods
When Lao Luo announced the start of Douyin, my first impression was that it was different from Taobao’s live broadcast, and it was completely different from Li Jiaqi in one dimension.
First of all, Taobao live broadcast no longer needs another ICON character. Lao Luo can’t become another Li Jiaqi in Taobao.
As a crosstalk artist and a professional user of the conference, the content of the live broadcast may be greater than the sale. Douyin itself is a content platform, and its quotations were widely circulated on Douyin before Lao Luo started broadcasting.
Finally, Lao Luo’s marketing value to Douyin Live. No matter how much the signing fee is, the transaction is worthwhile. What Lao Luo can continue to do is content-based live broadcasting. Selling goods is just making friends. The essence is content marketing.
Now we see that there are brand launches on Douyin, tourist attractions are being broadcast live on Douyin, and celebrities are also coming to the end. Douyin live broadcasting is becoming more and more diversified, and selling goods is only partial.
Let’s talk about live streaming, content commerce, and digital marketing to see what it can’t do and what can it do?
Selling goods is only partial
Douyin should not copy professional anchors like Li Jiaqi. The anchor of Douyin is a celebrity and a short video star. The commercial traffic extended from the content traffic is completely different from the path of Taobao professional sales anchor.
Sales are part of Douyin’s live broadcast. Douyin and Taobao are not the same.
Taobao live broadcast is a commercial platform that has stronger commercial attributes. Weiya is a live broadcast version of Costco. Weiya helps you select products and bargain prices to ensure quality and lowest price. Then you can buy it with your eyes closed. The purpose of watching Taobao’s live broadcast is to buy things, so Weiya’s business model of selling goods is sustainable.
Douyin Live is not the case. It is a species that grew out of the content platform, and its content marketing attributes are stronger. It is also selling goods. Douyin serves both brand marketing purposes.
So, pure selling is only a part of Douyin live broadcast, and the greater value lies in digital marketing. For the brand side, event marketing sales are carried out at Douyin to achieve a greater brand purpose, and good Douyin live broadcast is used. key.
Content marketing is the purpose of Douyin’s live broadcast, and selling is the endThe result is the action force after content marketing.
Content X business
There are two types of Internet traffic, one is content traffic and the other is commercial traffic. In the past many years, Tencent could not understand e-commerce, Ali could not do the content, the genes were different, they could not be integrated.
However, the rise of selling live broadcasts has integrated content and commerce to a certain extent. Douyin Live Streaming is a content-based business, and Taobao Live Streaming is a commercialized content. There is an essential difference between the two.
Note that Douyin integrates business value in the content platform. We understand this from a marketing perspective. A complete marketing communication should be completed from exposure to consumption, and even word-of-mouth feedback, to be considered an effective interaction.
The problem solved by content-based commerce is that before doing marketing on content platforms and converting to commercial platforms, this churn rate will be higher.
But if you can convert instantly, you can place an order while watching the live broadcast of the conference, and you can receive the goods the next day. This is a perfect experience. The new product launch event became a large live broadcast sales site, and the live broadcast sales became a small product launch event.
Propagating big events
As a content platform representing popular culture, Douyin can be used for mass communication. The danger of mass communication is that the user is not focused, the exposure is large, but there is no echo, and I don’t know who is affected.
The solution is content-focused. I have talked about “centralized resources” and “ICON-based communication” before. I gather the greatest strength in the shortest time to do a major event of brand communication.
Douyin DAU 400 million, plus personalized content recommendations, used properly can affect the most people in a short period of time. Last year I wrote about the case of vivo. I talked about the large flow of refined trading, which is the spread of vivo in vibrato, which can be large and not scattered.
For example, vivo will broadcast live on the launch of the new mobile phone of Douyin, pre-heating the diversion, and on the day of the live broadcast, all the heat and traffic will be concentrated in the live broadcast room. Do more with less. In addition to the regular operation of the press conference, it can also be made into a large live broadcast with goods. The CEO directly links to the reservation, the reservation can be booked, the purchase can be purchased.
Another example is the cooperation between Luo Yonghao and Yijia mobile phone, and that form is in line with my expectations for Lao Luo’s live broadcast. In the early stage, we conducted in-depth interviews to warm up and spread a lot,Then the live broadcast of the new product was launched, similar to the small press conference on the spot, with 40 million sales. As of now, it is the single brand with the highest sales of Lao Luo’s live broadcast career.
Short video for pre-warming and late long-tail broadcasting, live broadcast for big day events, and selling tools for commodity transactions. Whether you want to sell goods depends on your specific needs. Some big events do not need to be sold.
Douyin, create popularity
Finally summarize today’s conclusion. The value of selling goods is defined in one sentence-selling goods is only a result, and digital marketing is the purpose.
Douyin is content traffic. Douyin Live is a content-based business. In essence, it is content marketing. It is not a direct competition of Taobao Live. For brands, sales for marketing purposes can better reflect their value.
The marketing role of Douyin Live is to make a big brand event, and the content ecology of Douyin itself can create popular popularity.
A successful brand event can be the beginning of popularization, such as the live broadcast conference of vivo. The event was very successful. One of the photography functions or some functions, playing hi among the creators of Douyin, the popularity began.
We understand the fact that Douyin is creating fashion every day, affecting the lifestyle of contemporary young people, popular aesthetics, values, and popular consumption. The question for brands to think about is how to enter this content ecology and become a part of popularity.
When it comes to spreading events, it can be the end or the starting point.
The dissemination of major events can be successful in itself, and the dissemination of goods and effects in one. But if this is used as a starting point, lay a foreshadowing in the event and become a starting point for the subsequent promotion of popularity, which can be achieved in vibrato.
Single chat selling goods, or single chat live broadcast is meaningless.
Selling goods is a part of Douyin’s live broadcast. Live broadcast is a tool for Douyin’s content ecology. Doing events at Douyin is the beginning of the brand becoming a popular culture. Brands need to think about how to integrate the brand into popular fashion.
We must look at the sale of goods from a greater perspective and the value of live broadcasting.
This article comes from the WeChat public account:Yang is not bad (ID: yangbuhuai01) author: Yang is not bad