2020 wechat advertising beauty industry solutions From Tencent Advertising & wechat advertising
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The following is the 2020 wechat advertising beauty industry solutions From Tencent Advertising & wechat advertising recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
With the signs of recovery of consumption in the beauty industry, brands are entering the new normal of marketing after the epidemic. How to give full play to the social marketing value and reconstruct a strong and non external interference marketing ecology to ensure long-term transformation has become a new marketing appeal of beauty brands.
As the main position of social marketing in the beauty industry, wechat has a profound insight into the consumption trend of beauty industry within the ecology. In the past year, with the rapid development of social e-commerce, the competitive advertising oriented by the transformation goal has shown an amazing growth trend. Brand owners’ attention to the transformation target extends to the links of powder addition and e-commerce direct purchase. The beauty consumption demand is more refined, and the social platform affects the whole link of beauty consumption.
Based on the above findings, wechat advertising puts forward a full social link solution for the beauty industry under the new normal: to build a systematic marketing model of “planting grass, raising grass and weeding”, take wechat as the core position, combine public and private fields, and connect online and offline channels to create a complete social full link, accompany consumers’ shopping journey in the whole process, and help beauty brands in wechat This huge flow pool can realize independent and self consistent operation, reduce the interference of external risk on communication effect and transformation, and stimulate brand to realize more long-term value.
01. “Reading heart” planting grass, three strategies to let users fall in love with the brand at first sight
“2020 China’s” social retail “white paper jointly released by Tencent advertising and Boston Consulting pointed out: in social retail, only 19% of consumers are loyal to the brand, which means that TA are more likely to be influenced by the brand on social media, and understanding the” people’s heart “is the key for consumers to build a good impression on the brand.
Through the refined user insight, wechat advertising takes the friend circle advertisement as the storm eye, adopts three strategies of Star building, eyeball effect and social interaction to understand the users’ psychology from three aspects of stars, vision and interaction, and infiltrates the grass planting links of consumers in various aspects, so as to make users fall in love with the brand at first sight.
Strategy 1: encounter stars in the circle of friends + close interaction, easily capture users’ hearts
For consumers of beauty brands, the influence of celebrity spokesmen continues to rise, and the performance of male artists is more commendable. Establishing close contact with stars is becoming an important factor in promoting beauty consumption. Therefore, the “star interaction form + first comment interaction form” which combines star endorsement and intimate interaction has become the golden partner favored by many beauty brands.
On the one hand, the spokesperson is the main body to release the star circle of friends to attract users’ attention with the help of star effect. On the other hand, through the sliding card advertising style and the first comment function, the “close” star interaction is further created, so that users’ cognition of the brand can be deepened, and consumers can plant the brand at the first time.
Strategy two: strong visual impact exposure, strong eye-catching love at first sight
With the gradual decentralization of users’ attention, how to quickly attract users’ attention, in addition to high-quality and brilliant advertising creativity, advertising style also plays an important role. In the form of advertising in the circle of friends, WeChat offers two kinds of regular simultaneous interpreting and full width cards, which can meet different communication demands of brands.
For example, the product with unique appearance and unique shape can show different perspectives of the product harmoniously through the multi graph style, so as to penetrate the product information more comprehensively, and the effect of multi picture also makes the visual impact more intense. The full card is more suitable for high-end beauty products. It narrates the brand story with great texture and large-scale visual materials, establishes the user’s deep impression on the brand through content resonance, and avoids the interference of redundant information on the brand image.
Strategy 3: multiple interactive ways and continuation of growth logic
The interactive experience that fits the characteristics of the product and the crowd can enhance the active participation of users and provide help for brand growth. Friends circle advertising is further upgraded from the basic card advertising by adding multiple interactive forms, such as sliding card, selective picture card + personalized landing page, mobile card + landing page suspension button, to provide hardware assistance for the transformation of brand strengthening effect.
Through multiple interactive ways, wechat advertising provides advertisers with a more diversified creative display space, further improves the personalized interactive experience of users, and greatly shortens the transformation path, so as to realize the collaborative promotion of brand display and effect growth.
02. “Water storage” grass cultivation: public drainage, private construction, two-step direct access to the brand hinterland
After the consumer completes the first stage of grass planting, how to use the full link marketing to influence the follow-up path and transformation of consumers? Wechat advertising can activate the social contact points of beauty brands in an all-round way through the two steps of water storage and drainage in public domain and private domain construction, so as to let users go directly to the hinterland of the brand and realize long-term communication between the brand and the user, so as to help the beauty brand continuously accumulate the user’s favor and keep growing grass after the user grows grass.
The first step: continuous deep ploughing in public areas to store water for private positions
Continuous deep cultivation in the public domain and further radiation for vertical audiences have become the key link connecting the preceding and the following in the whole social link. With the help of long-term communication, scene penetration, search and storage, and accurate circle powder, the brand can carry out long-term education for users, expand multiple public domain traffic, and store water and drain water for private positions.
Long term social circle of friends based on social scene to spread the wave, further optimize the fine radiation and continuing education of the crowd; while in the public scene, by locking keywords to advertise, meticulous infiltration of relevant content scenes; WeChat search directly connected to the brand official account display, capturing users interested in brands, and will spread the effect of single event. It should extend to the long line brand positions, such as Fresh’s search for Christmas activities in 2019, which makes the daily search volume of the brand increase by 53%. The combination of the official account and the +oCPM optimization group will add the “powder” as the target of transformation, help the brand precision circle powder, and build the water for the private area ahead of time.
The second step is to connect the direct shopping guide with one button and land in the private community
After the secondary cultivation of the public domain, it is necessary to further drain to the private community.
At this stage, the brand can choose to put lbs advertising or competitive advertising in the circle of friends according to different marketing needs, invite users to add wechat of store shopping guide enterprises with one click, understand the preferential information and long-term service of stores through real communication with shopping guide, so as to make brand service more warm; at the same time, it can guide users to join private community, thus completing public domain traffic – private domain Shopping guide is the process of private domain construction of private community, which can effectively attract new ideas and lay a foundation for fine operation of private domain.
03. “Double channel” weeding: online and offline linkage transformation, turning heart into action
As an important link of weeding brand, the efficient transformation of online and offline dual channels can help users obtain excellent consumption experience, thus opening the “last 100 meters” of weeds. Festival marketing has already become a must for beauty brands. Seizing the peak stage of festival gift giving, launching limited products in the circle of friends one or two weeks in advance, and combining with small program e-commerce as a way of purchase, can shorten the purchase path of online transformation and help the brand establish a complete closed loop of online fast conversion.
And direct bidding can be used as a channel for daily brand transformation. By optimizing the combination of ad click rate, landing page conversion rate and advertising bid, the advertising exposure can be continuously improved. For example, yuemuzhiyuan realized the stable launch of high price single products through tag type friend circle advertisement, in combination with the combination of bidding direct purchase and ocpm, on the basis of highlighting product advantages and combining with data return.
In addition, brands can guide users to try to place orders online, collect samples from offline counters, and complete write off closed-loop through two forms of online reservation and sample distribution and contract circle advertising, so as to help brands achieve high-quality online exposure and drive the transformation to stores. The multi store promotion ability of local advertising can intelligently match the nearby stores for users in the advertisement, further improving the connection efficiency with offline stores.
By providing efficient and refined multi social marketing services at different stages of growing grass, raising grass and weeding, wechat has built a full link closed-loop of beauty society, helping beauty brands to accompany consumers from planting grass to weeding, achieving product efficiency coordination and lasting precipitation from heart to action, and also providing a strong solution for beauty brands to win new growth opportunities in the new era 。
Compared with the traditional marketing link, the whole link marketing pays more attention to the use of different contact points to drive consumers to form a circular concern on brand grass planting, grass raising and grass pulling. This kind of self circulation ecology is not limited by short-term growth, but pays more attention to long-term goals, so that the brand can continue to operate for users in the face of external interference, which is also the key to the successful transformation of full link marketing.
In the future, wechat will bring the two scenarios of video number and small program live broadcast into the marketing ecology of the full social link. Through the popular short video and live broadcast forms, the marketing value of opinion leaders and new media will be further exerted, so that the full social link can always provide a strong marketing weapon for the brand, thus building an anti fragile marketing ecology under the new normal after the crisis To protect the growth path of the brand.
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