How can brands take advantage of short video platforms for marketing communications?

With the prominent value of short video marketing, the ratio of enterprises' advertising intentions on short videos continues to rise, and the market scale continues to expand. Many brands continue to explore their own short video marketing methods, and use the short video platform to achieve "quality effect" transformation. At present, brands on the platform mainly adopt three marketing communication methods: content marketing communication, scene marketing communication and precision marketing communication.

1. Content Marketing Communication

Brands publish useful and interesting short videos on Douyin, which are easier to attract users to watch. Compared with traditional advertisements, the stories videos of scenes that are close to life are more novel and interesting, and the number and time of posting are not limited.

The content marketing field of short video platforms can perfectly combine text, pictures and music to diversify the form and content of videos, and unknowingly allow consumers to independently promote brand communication and expand brand influence.

2. Emotional Marketing Communication

The authenticity of the mobile scene is easier to win the trust of users, enhance brand loyalty, present unique life experience and emotional expression with scene content, and fully mobilize users' structural emotions. High-quality consumption scenarios immerse consumers in them, and original content reduces audience rejection. On Douyin, many companies integrate brand value with life scenarios, endow brands with personality and value, and strengthen emotional communication between brands and consumers.

3. Precision Marketing Communication

First, determine the attributes of the target group through the brand selling point, find the accurate media corresponding to the attributes of the target group, accurately match the attributes of the media audience and the target group, and improve the accuracy of brand information dissemination.

In the entire precision marketing communication link, precision delivery is not only reflected in the analysis of user portraits, but also in the test of communication content. Interesting and practical short videos can build a channel between brand selling points and customer pain points, showing strong precision. Communicate insight.