Short video: Standing in the air outlet of mobile Marketing 2.0

Wen/Danan

At the end of August to the beginning of September, Tencent's annual Wisdom summit, which has a theme "micro-vision marketing set sail" has aroused concern in the industry, but also let short video marketing this emerging field into the public eye.

The short video is "newborn" compared to the graphic and traditional long video and other forms. But this year, whether it is millet mobile phones, the charm clan, Volkswagen, spring and Autumn airlines and other brand enterprises, or like small apple, CF and other activities of the promotion, has been more and more people have noticed, micro-view such short video in the marketing of great value.

In essence, short video is still the media, but it has a very strong entertainment and social utility, is very consistent with the mobile internet fragmentation, entertainment characteristics. In the traditional marketing "blunt, brainwashing, one-way" characteristics have become more and more tired, with "participation, interaction, entertainment," the characteristics of the mobile marketing has begun to become superior. If microblogging, micro-mail, etc. is such a marketing method of "version 1.0", then the short video is "2.0 version", this not only with the current mobile Internet target audience younger characteristics of the deep fit, and brand enterprises in the form of photos, video and viewing words, the most core, unique part of the show in front of people, Let the user more vivid, vivid, intuitive preservation of advertising memory. So, short video by what can become the new darling of mobile marketing, become enterprise brand marketing one of the main means?

A strong sense of participation

"Participation sense" is millet company recently launched a very hot book, mainly said millet company's marketing tips. One of the key points in the book is that social marketing should allow users to find a "sense of participation."

Traditional network advertising, mainly graphics and text and long video as the carrier. In the early days of Internet development, these advertisements have made a contribution to the brand propaganda of enterprises. But the development so far, these forms because of the blunt "one-way promotion", lack of interaction, has made mature users more and more tired, vitality continues to decline. This is also a new generation, with UGC as the core of micro-BO, micro-letter and other more interactive network media has become the main reason for the network advertising position.

and the traditional graphics and text and long video ads, short video time is shorter, and shooting quality, more attention is creative. A creative short video, in addition to its own to attract a large number of browsing and dissemination, more can cause users to scramble to imitate, to other forms can not achieve the effect.

Because of the specificity of the video carrier, the role of short video advertising has also broken through the past "enterprise" or "spokesperson" and other shackles, which can be a business, but also can be the initiator of the trend, the participants, so the brand implantation can be more natural and recessive, but also to the enterprise left a greater play space. In the form, content, short video than traditional forms are more vivid and lively, full of vitality. This new form of media is more appealing and easier to get involved in an increasingly youthful network of target audiences.

Second, strong connectivity

Social media, the essence of the core is the "connection" between people platform. This connection, can be one-way, can also be two-way, this is the Twitter invented the "attention" action is hailed as the 21st century Internet The greatest invention of one of the reasons.

A short video of this connection, on the one hand, is a breakthrough in this form of content. The brand loves to tell the story, but forgot why to tell the story, is in order to let the cold brand rich sentiment, with the consumer carries on "the humanity" the exchange, compared to the micro-bo, the micro-letter text matching strategy, in the short video more visual platform can realize the brand multi-dimensional display better. At the same time, short video as a strong entertainment properties of the UGC platform, the relevant original content, if the brand can be good to dig, it can easily spread through the force.

On the other hand, as a mobile internet newborn, the short video community has a huge advantage lies in the dissemination of power, while maintaining its own strengths, fully absorbed the micro-bo, micro-letter, blog and other media features, become the "collection hundred family's long" emerging media. To micro as an example, in addition to their own platform, but also fully through the micro-BO, micro-letter, QQ space and other social media channels, the information between different platforms can be free flow and dissemination. This approach makes it no longer an island of information, but an important part of the entire interconnected and mobile internet ecosystem. For enterprises, in the actual operation of the process if you really make enough creative cases, can achieve "single point of delivery, the whole network spread" effect.

Third, the atmosphere is good

The number and quality of user groups is essential for a platform to achieve its own ecological balance and healthy growth. Throughout the year, Sina blog, Weibo, and subsequent micro-letters, the reason for the rapid development, from many competitors to stand out, the most important thing is that in the early years to attract a large number of star users, quality users, and the seeds of these users to recruit more other users to join, and finally formed an overwhelming advantage.

Short video in China is a new thing, but already can see Tencent, Sina and other giants shadow, in addition to other small and medium-sized entrepreneurs similar projects are endless. At present, the first into the Bureau of Micro-vision, has gathered a large number of stars, reds, public figures, by virtue of these groups of great influence, but also further draw more basic users to join, completed the early user accumulation. A unique "short video" is forming, the platform's atmosphere and characteristics are gradually determined, the initial formation of a complete platform ecology. Generally speaking, as long as the development strategy is not a big mistake, the platform will be spontaneous, rapid exponential growth, but also to the platform's marketing value.

Of course, short video in China's development can not be said to be unimpeded, the first is the basic network environment of the construction of China than the United States. Second, the user's use habits also need further popularization and guidance. Again, in product form, how to do good enough, attractive enough is also a key. Predictably, with the further improvement of China's 3G/4G network, the downward adjustment of mobile communications, as well as more young groups become the mainstream of mobile network users, short video This new thing will also stand in the fresh air, and short video marketing believes will become every marketer must study the subject.