Today, we focus on:
1. Video analysis of domestic explosions
2. Short video marketing gameplay and popular content analysis
3. Cross-border short video marketing opportunities and challenges coexist.
4. So what should I pay attention to when making short videos?
The combination of domestic short video marketing and e-commerce has blossomed everywhere, and various explosions and online celebrities have emerged one after another. Let's first use a set of data to look at the laws of domestic short video marketing.
First, the domestic explosion video analysis
1. Network celebrities /KOL have a strong influence, and fashionistas and funny foods are the most popular.
The influence of online celebrities /KOL is generally high among head video players, with top video players accounting for 76%, followed by brand organizations, accounting for/KOC-0/00%. Fashionista, funny and gourmet KOL are the most popular among users, with the TOP 100 videos accounting for 26%, 13% and 13% respectively.
2. Take Taobao as an example, analyze the communication performance of the popular short video KOLTOP 10.
Among the top ten video owners related to Taobao, KOL has a rich structure, covering cute pets, creativity, life, sports, beauty and fashion, and produces a lot of PGC and UGC content. Tire Baba takes the pet show as the main content, and Xiaojie in the mountain village takes the life and creative craft in the mountain village as the attraction point, gathering a large number of fans to drain the platform activities, and the communication effect is remarkable.
Second, short video marketing gameplay and popular content analysis
1. Record life, knowledge and skills, excellent advertisements are popular, and customized stories and short plays are highly interactive.
Among the popular videos of e-commerce, videos recording life, knowledge and skills, excellent advertisements and related traffic stars are the most popular, which has aroused widespread concern.
Customized short stories are interesting, emotional and deep, which is easy to arouse users' interest and share; Recording life, hot content, knowledge and skills are closer to users' lives, and it is easier to cause users' * * recognition and interaction, and the video interaction effect is distinct.
2. Real beauty, practical knowledge and novel ideas are easier to capture users' minds.
In recording life videos, life anecdotes, cute pets, cute babies and delicious food are all really beautiful, which meets the needs of users' rich perception and is easier to attract attention.
Practical contents such as tutorial skills and evaluation experience have attracted much attention, and users are eager to acquire professional and useful knowledge through short videos.
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