What has been the most popular online in the past two years?
There may be more than one answer, but short videos are definitely indispensable.
As the most popular content form at the moment, short videos have become an inseparable part of modern people's lives. . It has changed the way information is disseminated and the way people obtain information. It has gradually replaced pictures and text as the main entertainment method for the public to spend time in fragmented time such as commuting to and from get off work and after dinner.
According to statistics from the "Douyin DTV Advertising Marketing Value White Paper", as of September 2018, short videos The number of monthly active users has reached 518 million, accounting for 46.25% of the 1.12 billion mobile Internet users; the average daily usage time of short video monthly active users is 47.4 minutes, which is exactly twice the average daily usage time of online video users of 23.7 minutes The total monthly usage time of short videos has reached 12.279 billion hours, ranking third after instant messaging and online videos, accounting for 8.8%.
The rapid development of short videos has become the mainstream focus of Internet users' attention. Compared with pictures and texts, short videos are richer in content, have a stronger sense of involvement among the audience, and are more widely disseminated. At the same time, short videos, as a new marketing method, provide media channels for brands to penetrate young groups. Brand marketing is spread through youthful short videos, which makes it easier to gain the attention of young people.
As we all know, the ceramic industry is a traditional industry. In the past, it mainly relied on distribution and retail to sell products, and through promotion Such activities can achieve the effect of attracting traffic, promoting the brand and achieving transactions. Today, this traditional method is becoming more and more difficult to stretch its capabilities. How to establish a brand image in the hearts of young consumers through the influence of their ears and eyes in a way and topic that young people like is a question that needs to be considered as a ceramics company.
As a slow consumption product, ceramic tiles are different from daily necessities. Consumers cannot know how well the product fits them through personal experience and consumption, thereby establishing the image of a "first brand". For ceramic tile brands, it is necessary to choose suitable channels, subtly promote brand value and product attributes, and sow a seed that will bear fruit in the hearts of consumers. When there is a need and prompts consumption behavior, it is the coming of spring.
Through comprehensive information, the editor found that many ceramic companies have also noticed the trend of short video marketing. I want to use the traffic of short videos to drive away the coldness of the "winter" in the market. The editor simply divides them into two categories: the gentle and sentimental micro-film school and the creative and interesting Douyin school. Below, please follow the editor's footsteps and take a look at the big moves of ceramic companies.
Micromovie: Move with emotion, moisten things silently
Microfilm is not a new term in the market. Its birth has its own "grassroots attributes" . Driven by capital, 2011 ushered in explosive development. Keen entrepreneurs discovered the huge commercial value contained in micro-films and wanted to get a share of the micro-film market.
Therefore, many companies try to organically combine advertising and movies, so that people can feel the charm of the brand while enjoying the micro-movies, and then unconsciously form awareness of the company's products and concepts. .
It is not as annoying as ordinary advertisements, but creates a connection with consumers through the advancement of the story. Resonance, in the process of telling stories, conveys the company's products, image and other moisturizing things silently. There are many such classics in the ceramic industry.
Marco Polo tiles
On Father's Day, June 16, Marco Polo launched the micro-movie "Nothing"Sound Accompanying". In just 5 minutes, using the growth of his daughter as a timeline, it shows a father’s growth in life. In different stages of life, there is silent love for my daughter. "Silent Companion" uses stories of slices of life to create a vivid image of a father.
For the audience, both fathers and children will be touched. Throughout the film, although Marco Polo and its products are not specifically mentioned, Marco Polo's philosophy is clearly explained. His father built a family with love, and Marco Polo shouldered the mission of health and happiness for thousands of consumers' families with love, and produced better and higher-quality products.
Dongpeng Tile
520 is a day given a special meaning. On this day, who expects the people around them to be unreserved? Show your love to yourself. People say that Chinese people don’t know how to express love, and they always keep silent about love.
Therefore, during the 520 period, Dongpeng Tile’s micro-movie "Who Says Chinese People Don’t Understand Love" was officially launched. Through three stories, the Chinese people's special way of expressing love - action is expressed.
It’s not that they don’t understand love, it’s just that they love more implicitly, restrainedly, and attentively; and those who accept love are not those who have never been loved. Loved, but always surrounded by love.
That one tea one Rice, bit by bit, brick by brick are all traces of love.
Golden rudder tiles
Speaking of home, it is the basis for maintaining relationships between generations, with close family members and familiar tastes. The security of abundance. Family has always contained profound meaning for the Chinese.
This year's Spring Festival, Jinduo Ceramics takes "family portrait" as a clue, based on the fact that modern people are busy with work and spend time with their loved ones. With less gatherings and more separations, I lacked the pain point of expressing love with my family, so I shot the short film "How long has it been since you took a family photo". In just a few days since the film was released, the video has been viewed nearly 6 million times online. A single picture and text on Weibo was even officially recommended, and the synchronized topic #你是什么意思# triggered 9.435 million views. Many netizens lamented how touched they were after watching the video - "I also wish I could take a family photo."
Family portraits freeze the moment when love is revealed. Although relatives cannot be reunited often due to various things, family portraits bring them the care and longing of their distant relatives. .
Jianyi marble tiles
Today is Chinese Valentine's Day. Yesterday, Jian Yi took advantage of the Chinese Valentine's Day hot spots and posted a paragraph about love. Fantasy short film. The lovelorn male protagonist and the "love master" in the micro-movie reveal a lot The gap in human love.
In the film, the tile master who calls himself the "god of love" compares the gaps in the tiles to the gaps in love and expresses his feelings. The true meaning of love gaps.
As we all know, Jianyi Marble relies on its outstanding product characteristics to launch "tight seam paving 0.5mm" . This time, Jian Yi Marble cross-border "founded" Repair Love Co., Ltd., using a light comedy-style micro-movie to promote the company's philosophy and main product features, which has a long meaning.
Douyin: the most popular, creative and interesting
Speaking of short videos, how can we not mention Douyin.
According to the "2018 Douyin Big Data Report" released by Douyin, as of December 2018, Douyin The number of daily active users in China has exceeded 250 million, and the number of monthly active users in China has exceeded 500 million. Domestic users of Douyin checked in 260 million times throughout the year. Beijing was the "City of Douyin" in 2018, and Fenghuang County was the most popular county...
Such data is not an exaggeration at all. The editor has heard friends around me mention "Douyin" more than once It’s poisonous, and you can’t stop once it’s over.” It’s just like when people all over the streets were playing “Honor of Kings” on their mobile phones.
Douyin platform, The threshold is low, the content is rich, and the public participation is high. As long as you have a heart that is willing to share, or a mentality of entertaining and ridiculing yourself, you can get a steady stream of attention on Douyin.
Don’t think that Douyin is a platform for low-level entertainment for grassroots people. As of December 2018, Douyin has registered a total of 5,724 government accounts, published 258,000 short videos, and received a total of 4.3 billion likes; it also has 1,344 media accounts, published a total of 152,000 short videos, and received a total of 26,000 likes. 100 million.
Such a platform that gathers many active users and traffic, the "big brother" ceramic industry also wants to be in The above is “trendy”!
Oshennuo Ceramics
Friends! Want to change your mobile phone?
To be honest, a few months ago, Huawei released the P30 series in China, focusing on the ultra-wide angle 50 degree zoom, I really want to smash my iPhone! So now you have the opportunity to exchange your phone for free, do you want to come? (Thank you, Oceano!)
From July 25th to September 10th, the Oceano Likes Challenge will officially begin. The friend who collects the most likes will have a chance to win a Huawei P30 Pro mobile phone!
Qianghui Ceramics
What is the most attractive thing about Douyin? Is it those amazing "unique skills", or is it the narrow waist, wide shoulders, and eight-pack abdomen? A man with extra muscles and long legs?
I guess it’s both! This summer, Qiang Hui caught everyone’s eyes that are good at discovering beauty and posted five short fitness videos in a row. It’s not a matter of course that the fitness instructor has a great figure, but more importantly, he uses special fitness equipment, and the “technique + beauty” is really awesome!
In less than half a month since its launch, the short video has exceeded 150,000 views, and the video points With over 10,000 likes, it continues to dominate the hot topics on Douyin’s list!
No. 1 marble tile
In the era of traffic, there is never a shortage of Internet celebrities. Grassroots can have fans like celebrities through packaging and planning. effect.
This year No.1 Marble Tiles will invite you during the No.1 Home Decoration Festival from April 22nd to May 20th. Three Internet celebrities on the Douyin platform promoted it. Try to use methods that young people like to connect the Home Decoration Festival with the public, shorten the distance between brand marketing and consumers, and give the brand a different feeling.
Samit Tiles
Ceramic brands are popular in shopping festivals such as "Double Eleven", "Double Twelve", and "618" It is very common to hold promotional activities, but how to take the lead in grabbing the public and grabbing the attention of young people among the many promotional activities? That is the problem that brands need to solve.
In this year's 618 promotion, Samit Tile launched the challenge "Heavenly Gift·Special Offer 618" on Douyin, requiring participation To participate in the event, participants must shoot videos in Samit stores and participate in interactions on related topics. Such a clever design converts online traffic into offline traffic.
In addition to the above companies, brands such as Dongpeng, Dajun, Shunhui, etc. have begun to compete for Douyin platform traffic.
It is not difficult to find that the brand's marketing methods are quietly changing with the changes in information carriers. It shifted to online + offline, and started to evolve from text and pictures to short videos. At the same time, the current post-90s generation with advanced consumption concepts and high spending power has gradually become a consumer force, and short videos have become a gathering place for young users. Why shouldn’t brands use this to embrace young consumers?
Of course, ceramic tiles are semi-finished products and belong to an industry with low attention. Their marketing is obviously different from fast food products. For consumer goods, short video marketing is of course difficult to directly achieve transactions and achieve quick results like short video marketing for FMCG. Therefore, how to use short video marketing requires in-depth exploration and practice for ceramic companies.
