Recently, the "Wired 2022" Magnetic Engine Partner Conference was held in the form of a "cloud meeting". Kuaishou released a new market business framework of "Internal and external alliances" to continue to empower tens of millions of industries to take root and grow in the Kuaishou ecosystem, helping all walks of life. All industries are establishing their own positive cycles in the new Kuaishou market.
As an important part of the "commercial skeleton", "Ju" is the magnetic force of gathering stars, which continues to release the commercial influence of unique talents to the brand. At the Juxing branch of the Partner Conference, Mao Haifeng, head of content commercialization of Kuaishou Magnetic Engine, revealed: In 2022, Magnet Juxing will set up a talent brokerage "star" team, and will focus on refined talent mining and marketing strategy systems. We will seize the opportunity to create a win-win situation for all participants in the ecosystem in four major directions: diversification, operational efficiency across the entire chain, and diversification of incentives and support.
一
The marketing ecology of experts is prosperous and developing, and the business scale is steadily increasing.
Magnet Star, as the ecological marketing platform of Kuaishou experts, has been focusing on "optimizing the customer cooperation experience and strengthening the commercial monetization capabilities of the experts" to help the brand marketing chain. The refinement of the road. In the past year, the prosperous content ecosystem and the abundant supply of talents have mutually promoted each other, resulting in a steady increase in the scale of commercial realization. According to Mao Haifeng, as of the end of June, the overall number of Magnetic Star Gathering users has reached close to 1.7 million, and indicators such as the number of monetization users, the scale of experts’ commercial orders, and the average number of views on commercial orders have all performed well.
In terms of “branding”, Magnetic Stars has also achieved remarkable results. P&G , Lay's , Yili , OPPO and other international and local brands have reached commercial cooperation with Kuaishou experts through the Juxing platform. As of the end of June, the number of institutions that have opened Magnetic Juxing for corporate settlement exceeded 2,000, and the development opportunities contained in the new market business ecology are being explored by more and more institutions.
Mao Haifeng said that Kuaishou Magnetic Engine has gradually formed a talent marketing business ecosystem with people, content and business as the core. Magnet Star has unique, rich and diverse experts who can produce high-quality content and help more brand owners achieve their marketing goals of expanding, connecting, converting and operating.
In the first half of this year, Magnet Star Business has specially set up a talent agency "star" team to provide brand owners with one-stop, full-process talent marketing professional services, and efficiently solve the problem of "which talents to choose, what content to do, and who to do it." I serve" and other problems. Specifically, the talent agency "star" team will give full play to the platform's resource allocation capabilities, provide more accurate talent recommendations, provide a more refined and customized content marketing strategy combination, and effectively link the Kuaishou platform, brands, agents, and the four parties of the organization to provide a strong guarantee for the overall service.
二
Focus on the four "star" directions to create a win-win situation for the entire ecosystem
Facing the year of 2022 when marketing challenges are doubling, Mao Haifeng brought Kuaishou's solution-to create the four "star" directions of magnetic star gathering.
First, experts explore refined . uses the "Five Forces Model" of brand power, circle expansion power, interaction power, transformation power, and operating power to match the comprehensive commercial value of experts with the brand value, and through project packaging , marketing promotion, precise recommendations, policy incentives and other methods to allow more high-quality Kuaishou experts to be seen.
The second is the systematic marketing strategy. sorts out and establishes the talent marketing methodology from the rich talent marketing practice. Mao Haifeng pointed out that the recently launched "Wheat Plan" is the first "test field". Next, Magnet Star will also launch more marketing solutions and industry operation plans around different experts and industries.
In fact, Magnetic Star has already made a breakthrough in vertical marketing. For example, short dramas, as a content category that frequently produces high-quality Kuaishou celebrities and phenomenon-level hits, have huge commercial value.Kuaishou Short Drama Operations Manager Yu Ke believes that the methodology behind hits is inseparable from the core "people" of the short drama content. Kuaishou Short Drama hopes to help every short drama "star" to become a magnet for hit hits. . In the beauty vertical category, magnetic stars also bring more development opportunities to brand marketing. Nie Wei, head of Kuaishou's pan-fashion operations, said, "Beauty is already a red ocean industry in the market, but in Kuaishou, there are still many opportunities."
The third is the efficiency of full-chain operations. provides brand owners with high-quality and efficient services by improving the efficiency of full-link marketing before, during, and after investment.
The fourth is to diversify incentives and supports. uses vertical support, special incentives, content incentives, institutional support, etc. to more quickly create a mutually beneficial and win-win situation for all ecological participants and open up the last mile of sustained business growth.
Facing 2022, Magnetic Stars will "gather" efforts to build up and do the three things of "recommending the right people, doing the right things, and making the right money". With the talent agency "star" team Strength and focusing on the four "star" directions, Magnet Star is confident to seize the marketing opportunities of experts and join hands with all ecological participants to achieve business explosion and win-win results.
