Have played over the soundtrack, are you obsessed with watermelon video in a variety of interesting content, the second shot, the United States prefer what kind of? Believe that skilled users of smart phones on the short video platform is not unfamiliar. Must be admitted, Short video in 2017 swept many areas, appliance sector is no exception, but in 2018 there is still a strong momentum of development.
More and more brands through the short video this model with a new vision and ways to produce emotional resonance with the target user, which is not yet in the era of smart phones unimaginable scenario, but also to find a brand new feeling, new Ideas, new horizons, new ways to play.
Appliance brand marketing new games, product features derived from the original social function
In the field of home appliances, for example, air-conditioners, which have always been more 'cool', launched a series of videos with warmth and overflowing angles, novel perspectives, unexpected results and plot grounding in 2017, and obtained extremely high clicks and views over the Internet Volume, triggering microblogging heat.Mic's air conditioning 'sense of the sense of the wind without feeling cool' to 'silent' way into the video, and the user's daily life, emotional development, life has a strong link.
'Windy Man' This documentary restores the story behind R & D, represented by Midea's Comfort Star Series products, which have enjoyed more than 200,000 broadcasts in just a few days. Familiar strangers', 'ten years naive enough to love you', 'first love 3001 times' four video on the line immediately crowded video site,' ten years naive enough to love you 'in the second beat play more than 4430000, Tencent Video playback capacity of 305000. Little Swan Beverly duplex washing machine 'embrace all new students' micro-film, from the workplace elite, virtuous wife and other perspectives to expose modern women's voices, online video viewing over tens of millions, causing a large number of forwarding comment.
In January 2018, Oaks Air Conditioning Co., Ltd., the largest self-media content platform in the United Nations, made a micro film called "Warmth of Life" around the topic of 'Going Back to New Year'. The exposure of the whole network reaches hundreds of millions. , Oaks Zhiyue series of air-conditioning and ultra-run pk video, express a strong power Oaks air-conditioning compressor, the effect of rapid cooling heating, people open their brains; hand well-known microblogging video since the media Zhongni for Fan Festival Create a 'attitude' trilogy, on-line 24 hours, on-demand breakthrough 15 million.
As the costs of communication networks have dropped, the scenes for watching short videos have become increasingly plentiful, and short-term virus-forming effects have also attracted more brands to join in. According to the 2018 Digital Marketing Trends Report released late2017 by Admaster, 62% of ads The Lord said that in 2017, the focus of social media marketing gradually shifted to short video / live broadcast, compared with only 22% in 2016.
The new connector under the Internet context, short video market is huge
A similar case in the past year can be described as numerous, from third-party platform data also shows that the power of short video is showing a geometric explosion.MICO released "2017 short video native advertising white paper" pointed out that short video in Full respect for user needs, based on the creation of a diversified and exclusive ecology.It is precisely because of the user's high viscosity and its own unique social media marketing attributes, short video native ads quickly open up a huge market.White Paper data show that in 2017 In 2008, the market size of China's native video ads reached 9.58 billion yuan. Some organizations predict that by 2020, the size of short-video content-driven advertising market will reach 60 billion yuan.
WeChat 2017 short video trading data continued to rise, the intention of the amount of orders reached 1.521 billion yuan, accounting for 27% of micro-broadcast the overall social media orders, of which the United States cosmetic, game animation, IT Internet, 3C digital four major industries Accounting for 70% of short video transactions, auto, food and beverage, mother and child care three major industries in the field of short video delivery amount increased by more than 50%.
From the user portrait analysis, after 90 occupy the short video as a whole 'nearly half of the country', the forefront of consumer attitudes, purchasing power is relatively strong middle and high-end income crowd also accounted for more than half of these two groups is undoubtedly product upgrades, quality Consumption as the direction of the transformation of the home appliance brand key object.Chi Meng Advisory released the "2018 China Consumer Trends Report" specifically mentions the post-95 user base, as a true Internet native, after 95 is flooded with two yuan culture, music, games Is the biggest point of interest, they do not like fake episodes, sensational stories, implacable brand implants, like to have a unique personality and a clear advocate of the brand, so the use of 95 to deepen the brand image of the language to cross-border innovation breakthrough mass imagination To create a brand new bright spot, it is extremely necessary.
For example, 2018 is a year of sports, including the Pyeongchang Winter Olympics, the Russian World Cup, the Badminton World Cup, the Women's Volleyball World Championship, etc. , Culture and sports video KOL resources will be hot; animation, music, the second element sub-culture video KOL is bound to rise; in the waist video KOL commercial value rise, will exceed the sum of head revenue, become involved in short video marketing (including crowdsourcing ideas & Global distribution) the main force.
What is needed for the brand is that short video is not a copy and relocation of video ads and faces a different world from traditional video in that it is a brand new connector and dialogue tool in the Internet context. Way to establish a connection with the user, to achieve communication, to complete the conversion, this is a delicate process.
