Social marketing pain point short video?

Wen/Black Ma Liang

These days, Tencent held a wisdom summit in the north of Guangzhou, Tencent Micro-view as a rising short video sharing platform, become the focus of experts and people from all walks of life. Micro-vision After nearly a year of operation, has brought together tens of millions of young users. For some young enterprises, but also see the social network platform in the new value of depression, short video future may become an important platform for corporate social marketing.

In the micro-vision just the beginning of the line, the Dark Horse elder brother repeatedly stressed that video and pictures, words more intuitive, more expressive content, the future will become an important way of corporate brand marketing. However, micro-vision in the initial stage, subject to 8 seconds of time constraints, many users do not know how to use 8 seconds to express more content. Then the flow of restrictions and doubts. But with the improvement of the network environment and the update of the micro-vision function, these are no longer the problem.

Dark Horse is now concerned about, in the social marketing, micro-view this short video has the marketing value. For enterprises, the original time to do traditional marketing ideas is very simple, as long as the media to cooperate with the line. However, all this has failed in the age of social media. Although the social media has the fast, the widespread dissemination characteristic, but in the dissemination way application, as well as the specific crowd's accurate dissemination aspect, has the obvious pain point, this also lets many enterprises in the brand marketing often will be at a loss.

From short video marketing, Dark Horse saw the solution to the pain point, or represent the future trend of social marketing.

One, not just video advertising platform

When it comes to video marketing, a lot of people will think it is TV advertising, this kind of simple and rough way suitable for traditional marketing, but in the social marketing, content namely advertisement this kind of native advertisement form, is the future trend, the key lies in how to realize the propagation effect, short video is a natural carrier.

Take the micro as an example, 8 seconds video segmentation, itself provides unlimited creative space, but also support the upload of local video, long video features and dynamic albums and other functions have been launched, greatly enhanced the flexibility and diversity of communication methods, so that enterprise socialization marketing, not only limited in the simple text, pictures, And a blunt form of advertising.

At the same time, social marketing emphasizes the establishment of emotional relations, in the interaction between virtual and reality, but also to show their individuality, tell the story of their own brand. Short video This rich expression as well as the platform communication force, can say that provides more ways and more ways to tell their own unique characteristics, to achieve this media channels, experience content and communication methods of innovation.

As a new platform, the characteristics of short video marketing, but also in the political leaders or stars of the traditional marketing context, the scope to expand to the public, for the small number of stars and even ordinary users, providing a large audience and free marketing venues. This confirms a trend that the increasing progress of information technology makes the "User creation content" possible in the network environment, and the social media, characterized by "consumer as producer", is gradually rising.

Second, openness and aggregation of fitness marketing

The characteristics of the mobile age are characterized by openness, fragmentation and personalization. The open relationship chain of short video can make the social marketing of the enterprise get the maximum spread. On the one hand, the platform of the short video itself, formed an open internal circulatory system, each user can be forwarded, reviews praise any one video; On the other hand, video can also be shared with micro-blog, micro-letter, QQ space and other external social platforms. This means that in principle the corporate brand can reach any one Internet user.

Compared with this kind of openness and fragmentation, the "division of the public" reflects the social media on the group aggregation of netizens. Therefore, in the socialization marketing, the choice and the marketing main body characteristic suitable "the niche" as the target group is vital. Based on the network platform of social marketing, the object is no longer traditional demographics in general according to age, gender, geographical division of the object, but by the dispersed netizens through the social media aggregation into the "audience", which is the enterprise to avoid blindness, the basis of precision marketing.

And in the short video marketing, compared to micro-bo, micro-letter and other users, short video gathered is some like to watch video, or through video expression, communication groups, which formed a unique ecological. Not only that, because micro-vision at the beginning of the creation, attaches great importance to the user's labelling management and aggregation. At present, micro-vision has gathered tens of millions of users, and through the channel and the label polymerization, formed the traveling, the food, the creativity and so on each characteristic circle, has unearthed their creativity, the influence, the interest point and the interest point, is advantageous to the brand marketing to be more effective, more accurate and forms more diverse.

Said so much, for enterprises, in the end how to use micro-vision for brand marketing? Black Horse also observed, such as millet mobile phones, Durex, spring and Autumn airlines and other brand enterprises, as well as some star celebrities, media, institutions, etc., also early into micro-vision, and formed their own different marketing model, for these cases, the next step will continue to study the black Horse decomposition.

Black Horse believes that in the social marketing activities, the channel and content are two carriages, indispensable, the future of mobile marketing market will be localized, socialization and precision, diverse and interactive direction of development. And short video will certainly be launched for different groups of precision marketing products, enterprises can be based on product characteristics, select the right people, targeted to precision, scene marketing.