In the new media era, the major social platforms have long been the main channel for users to obtain information, the major brands quickly respond to the social platform as the main position of online marketing.What kind of relationship are brands and social platforms?Is it the primary or secondary or mutual achievement?
Social platforms become brand grassesFlow harvesting holy sitesSocial platforms are places where young people gather to communicate, share, and shop, moving offline life online. Where there are crowds, where there are marketing battlegrounds,Social platforms naturally become the brand's grass and flow harvest.When it comes to the use of social platforms,I can't help but think of the perfect diaryThe brand is arguably the ultimate in social marketing. Most of the brand marketing of perfect diary, are concentrated on the major social platforms, consumers through micro-blog, WeChat, small red book and other channels to obtain information, complete the grass, and then to the perfect diary public number to complete the purchase, forming a grass to pull the whole closed loop.The role of social platform as brand grass and traffic harvesting ground is reflected in the social marketing of the perfect diary.Small red book as a brand grass, flow harvest of the holy place, not only let the domestic brand, even international luxury brands have also entered, trying to grab a place.Chinese luxury consumers are more influenced by digitalization than abroad, with more than 50 per cent of their attention focused online and accustomed to getting product information and the latest trends from a variety of social media platforms. Many consumers who are interested in luxury goods are keen to browse social content on the Little Red Book platform before completing their shopping research.The new way of life born among Chinese consumer groups has made the consumption path of luxury goods in the Chinese market gradually move closer to the state of digitalization and fragmentation. Purchases are no longer limited to brick-and-mortar stores, and grass-striped goods in small red books become a trend.In 2020, luxury brands such as Gucci Gucci, Tiffany Tiffany, Givenchy Givenchy and Louis Vuitton LV are targeting Little Red Books, launching enterprise numbers on the platform and posting a series of notes to engage in dialogue with users of Little Red Books.As young consumers become the main consumer force of the new generation, many brands' strategies are changing around this consumer group. And now the fireSocial platforms such as Little Red Book and B Station also provide new channels and marketing strategies for brands，In a more grounded way, build social relationships with young consumers, turn traffic into spending power, and achieve high brand exposure and even efficient selling.Brand presence enriches the social content ecosystemIncrease the business value of the platformBrand marketing not only enriches the content of the platform, but also reflects the business value of the social platform. As a result, platforms are also attracting more brands in various ways to demonstrate their own marketing value in order to enhance the commercial value of the platform.With nails, tea, Haier and other brands in the major social platforms have been out of the circle,More and more brands are beginning to value the marketing layout of social platforms.As a gathering place for young groups, young trend cultural community, relying on the New Year's Eve party, "after the wave" and so on in this year set off a small climax, the success of the "break the circle" B station, not only become a marketing position for many brands and the public communication, but also become the focus of the big brands.In the first half of this year, in Station B to borrow the trend out of the circle, the best example of successful marketing is not nail. As a result of the outbreak, most schools and businesses have adopted online office and online teaching methods. As a nail in the coffin of the "son of heaven's choice", it played a major role at this time. In the case of "stop school non-stop learning", nail for the school free of charge to open video classes, online name-name and other functions. These features have also led to students maliciously brushing low grades in the App Store.In response to this situation, nail in station B released the "nail this nail, online beg for mercy" ghost animal video, created 25.796 million playback, the realization of word-of-mouth and traffic double counter-attack, passing a fun, fun brand image, in station B successfully circled.Shortly after the second half of the year began, Tencent in Station B engaged in a wave of marketing action, with the help of it and the old mother's "love and hate", July 1, Tencent uploaded a video on Station B, "I am the penguin who ate fake chili sauce", this wave of operation let Tencent "tease goose wrong" image once again branded in the user's heart.I believe that in the future, the marketing value of social platforms will be seen by more people, but also attract more and more brands to join. Brands also reverse the power of social platforms to enrich their content, attract more business opportunities, and increase business value.Brand marketing and social platformsEmpower each other,Inseparable.Recently, Facebook, the US social platform, has been at the forefront of public opinion. Several brands, including Unilever, Verizon, Starbucks and Coca-Cola, have suspended ads on Facebook because facebook has allowed hate speech to be posted on the platform without any labeling.Although the suspension of advertising on Facebook will reduce the brand's exposure and sound volume on the platform brand, but the brand's expression of unwillingness to sponsor violence or bigotry, but also make the brand image respectable, reflecting the brand's sense of social responsibility, enhance consumers' feelings about the brand;In fact, although these brands have suspended advertising on Facebook, the exposure of other social platforms, such as Twitter abroad and social platforms such as Weibo, Jiyin, B-station and Little Red Book, has not diminished, confirming the importance of social platforms to the brand.Brand and social platform, is a mutual achievement of the relationship, the two can empower each other, grow together。 In the social platform empowers the brand, for which the traffic harvest, the user plant grass at the same time, the brand also reverse empowers the social platform, to increase the diversity of content, enhance its commercial value.In the face of young consumers and the highly digital age of social media, only the pioneers of continuous experimentation can break through the white-hot brand marketing war. FutureBrand marketing and social platforms will become more and more inextricable, water and milk blend.Know how to use powerful social media to empower brand influence, not only to achieve potential user positioning, but also to help brand voice and sales win-win situation.
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