In the face of the information explosion, the user automatically turned on the automatic blocking "function" of long and boring content. Those contents that directly point to users' consumption desires with good product recommendations and experience sharing have captured the browsing habits of users in the short and fast era, but are gradually invalidated because of their "urgent" characteristics.
Young users who are mixed in Xiaohongshu, Douyin , Kuaishou, Weibo and other platforms have begun to become more rational about grass planting content, and even questioned the native content produced by some brands and bloggers, and have labeled "marketing" and "transitional publicity", which has destroyed the long-term "trust" established by the brand.
1
New method of grass
This puts forward higher requirements for brand grass planting. In essence, the current popular grass planting is actually another type of content marketing. Although it still directly points to users' consumption desire, users have higher requirements for the quality of content, so we found that content grass planting marketing has new methods.
- Content-driven sales
For a long time, content marketing created an opportunity for the interaction between brands and users, that is, the brand is based on a certain selling point of the product and carried it with more common scenarios in life, realizing a strong relationship between the selling point and the product itself, and allowing consumers to remember the brand. The brand also brings a steady stream of traffic to the brand with content. This is the underlying gameplay of content-driven traffic.
Nowadays, the marketing methods of brands playing grass and the purpose of content has changed, from interacting with content to driving sales by relying on content. For example, live e-commerce broadcasting, anchors promote products through explanations and trials of products, while KOLs output selling points through knowledge, jokes, spiritual chicken soup, comics, etc., allowing immersive marketing scenarios and usage scenarios to infect users to achieve the purpose of sales. To achieve the integration of product and effect.
- Content creation cognition
content can not only drive sales, but also build users' awareness of the brand to a certain extent, that is, content creation user perception.
Why are the current internet celebrity brands able to quickly become popular is largely because the content builds the brand's awareness, and subtly integrates the brand's tone, temperament, personality, etc. into the marketing content, bringing users a more intuitive and profound experience.
For example, the reason why Heytea , which grew up in the new consumption era, is that the brand knows how to build a brand in various aspects such as packaging design, product taste, cultural attributes, and cross-border joint gameplay, has achieved the output from product output to experience and culture, strengthened the concept of Heytea, a new tea brand, and made Heytea's tea culture deeply rooted in the hearts of the people.
- Content creation new shelf
It is obvious that today, when people and goods are changing at the same time, content can subtly build a new consumer field for consumers. Social media such as Douyin, Weibo, and Kuaishou not only have social functions, but have gradually evolved into a channel for consumers to obtain product information, understand product experience and even decide on consumer purchases, so that those brands who are good at creating content grass have the ability to "plant grass" users on social platforms, and also make the "grass pulling" in the new consumption era popular.
How did new consumption scenarios be created in the era of social media by creating “planting grass” for purchasing needs?
In fact, the reason why the content created by the blogger "planting grass" is popular and recognized is because the content creator is a real person with warmth. The common strategy of bloggers to "planting grass" users through short videos is emotional rendering. Through content creation, the story from the user's perspective is closely related to the brand, and it seems to weaken the role of the brand, with a strong sense of incoming, which is easy to produce strong emotional resonance.
With the development of network technology, the form of "planting grass" has become diversified. The graphics, live broadcasts, short videos and other forms have gradually been accepted by users, and the user role has also changed. Consumers have the dual identity of consumption and communication, which has also made the "pull grass" marketing scenarios more diversified. At the same time, the brand has also built new consumption links such as social, content, and e-commerce. For example, e-commerce live broadcast is a new shelf after brand content marketing is built.
2
content of the new era, what role will
have on the brand?
Whether it is in the form of graphics, colorful short videos, or e-commerce live broadcasts that can interact and sell more directly, they are all in the new consumer era brand content output method, and their cores are content. In the new era of consumption, what impact does the marketing strategy of content planting have on the brand?
- continues to precipitate brand assets, and derived recognition cultural symbols
The establishment of the brand is not achieved overnight. The precipitation of brand assets gives the added value of products and services and is recognized by consumers. The content planting of contemporary brands is actually to create brand assets and serve the premium of brands and products.
For example, Yuanqi Forest sparkling water can be sold for 5 yuan, while well-known brands of sugar-free sparkling water are sold for 3 yuan. There is a price difference of two yuan. In fact, it is the awareness of healthy products created by Yuanqi Forest in marketing is accepted by consumers. With the continuous deepening of marketing, the added value of the brand has been increased, making healthy sparkling water a highly recognizable cultural symbol of Yuanqi Forest.
. By deeply cultivating the health track, the output of healthy content has also been recognized by young people. The adoption mechanism launched by adopting a cow will implant the concept of controlling product quality from the source into the user's mind; and Xiaoxiandou has both a fashionable and trendy design, and will implant the culture that nourishes and simpler to the user's mind.
Although these brands have entered the health segment, they all rely on high-quality content output to combine product characteristics with brand personality, effectively increasing the added value of the brand, making the growth of premium and cultural symbols a natural thing.
- Back behind the brand's deep digging of cultural content, is the user screening from the perspective of circle
Today, when circle culture is becoming more and more obvious, behind the brand's cultural content, on the one hand, it is to give the brand cultural attributes and let traditional culture be inherited in another way; on the other hand, it is to tie the brand with traditional culture, cleverly integrate traditional culture and brands in a way that young people like, and use different forms to penetrate the brand into different user circles, subtly affecting a larger consumer group.
such as Li Jiaqi The hot Hua Xizi, firstly, the title of the domestic brand opened the hearts of consumers, secondly, the product design of Hua Xizi itself integrates Chinese traditional culture. Firstly, the naming of the Hua Xizi brand comes from the ancient poem "If you want to compare West Lake with Xizi, light makeup and heavy makeup are always suitable", and secondly, the Chinese element relief in product design, small windows, Miaoyin, Luo Shenfu, peony, makeup box..., etc., further highlight the identity of oriental makeup.
From brand naming to product design, Hua Xizi emphasized the oriental cultural attributes of the brand. The way of integrating traditional or ethnic cultural elements into the brand meets the public's expectations for oriental beauty, and successfully screens users. At the same time, through cultural penetration in multiple circles, dialogues with young people from different circles, empowering the brand from the cultural level, and consolidating the differentiated symbol of the brand.
Author profile: [Mr. War Art] Founder of Marketing War Art and well-known marketing analyst, with many original articles read more than 10W+. Personal work WeChat account: bingfaxiansheng.
