Author . . Chandle Tiger

Away from the hustle and bustle of the earth, spring nectar, autumn crab, the idyllic life of lizizi, attracted a lot of fans.

But what many people don't know is that she's already on fire overseas.

Li Zixuan (Source: Li Zixuan Weibo Video)

Know that there is a topic about food blogger Li Zixuan: "How to evaluate Li Zixuan?" "

Here's an answer: "The foreign cultural influence of Li Zixuan's pipeline channel can be said to be worth 1000 CGTNs."(China International Television.)）。”

Mr. Li has more than 6 million Followers on YouTube, which has accumulated more than 10 million, and his influence abroad is growing.

For individuals, YouTube is a channel for fire overseas, and for brands that want to go to sea, it's a channel that can't be ignored.

Many people have two misconceptions about brand marketing:

1. The establishment of international brands requires long-term accumulation and large investment;

2. Online video sites are a channel for getting traffic, while establishing a brand is through TELEVISION marketing.

At last week's YouTube Brandcast event, which focuses on video marketing, Google's vice president for China, Lin Yin, said digital marketing platforms can provide fast, large-scale and efficient international brand building, while video marketing platforms can build brands and increase international visibility.

Going to sea through a video platform is both an opportunity and a challenge. The opportunity lies in the vast overseas market, and the challenge lies in not knowing how to start.

YouTube has become a powerful assistant to the brand in building its brand image, telling its story and helping it localize marketing.

YouTube is a channel through which brands can't be ignored.

Here are a few words of data:

Currently, YouTube has more than 2 billion monthly users and more than 1 billion hours of daily video viewing, equivalent to 11.5 trillion years; There are more reachable people (18-49) than any other U.S. television network.

In a speech on the day of the event, Jiang Wei, head of the global brand of yi plus mobile phones, shared how one plus mobile phones work with YouTube to solve the challenges of brand building with video marketing.

The one-plus phone, which was established in 2014, has already achieved eye-catching results overseas. Jiang said that at present, North America, Europe, India, China is a focus of the four markets, "in India, one plus has successfully defeated Apple and Samsung, three consecutive quarters to reach India's high-end flagship aircraft first, but also the market share of the first." "

One plus mobile phone (Source: One plus mobile phone official microblog)

Such outstanding achievements, can not be separated from a plus overseas brand publicity. But at first, Iga faced the dilemma of how the new brand would make a name for it.

At the beginning of the brand, the problem encountered in the market basically no share, there is not much money to put.

In 2014, the mobile phone market was in the heat of the competition, break through the Red Sea, and want to groom the image of a disruptor and challenger, the difficulty is predictable.

"We've got to build momentum to make people feel like we're different, and that's the direction of the ad, and then it's about getting more people to see it."Jiang said.

The final event, called "Smash Your Past," invites users to break up their phones in disintegration machines or otherly destroy them, and to select 100 users from around the world to sell them for $1.

To make the event widely worldwide, YouTube was chosen as the channel, the first video posted on YouTube, which brought in 140,000 users worldwide.

The results were unexpected, and Jiang felt that the level of production of the video was not very high, but user feedback and media attention were high. It was the first shot in a hit.

One plus the follow-up publicity strategy direction is word-of-mouth marketing, the way to take the way is to cooperate with the technology big V, do out-of-the-box evaluation video, out-of-the-box video on YouTube is very popular on a video classification, through this way, one plus in the entire technology circle to obtain a certain number of users and visibility.

But as the evaluation videos of various technology products become more and more attractive, out-of-the-box videos become less attractive, and these red people are invited to factories, the Indian market, etc., recording the entire experience process to attract attention with fresher content.

Early additions to all kinds of publicity, attracted people from the tech world, but the phone will eventually be sold to more users. How do I make non-tech circles understand and like a plus? This is the second challenge for a plus phone.

One-plus strategy, is still to let others say a plus,But this time choose to cooperate with the people, is no longer the scientific and technological circles, but all walks of life in the net red and big V. She gave an example, onePlus 7T launch without slides, no stage, presenter, but to take the online release, invited four net red, respectively: do entertainment and film content evaluation of the net red, specializing in outdoor photography net red, travel network red people, the game field's top players.

These four net red around a plus mobile phone buying point, analysis of all aspects of mobile phone highlights.This focus on scenarios, for example, is more user-moved and allows users to understand the features and benefits of the phone more quickly.

A series of promotional videos with mobile phones

This way of publicity, and finally reaped some praise. But how to sustain word-of-mouth marketing and use YouTube's online power to promote products remains a challenge. But Jiang has summed up some of the laws of propagandaSimple product promotion is not as good as good storytelling;

Continuing to produce content according to certain rules, spreading it globally through YouTube, for better publicity, is a goal that comes with it.

Thanks to better technology to generate traffic in a way that fits the brand business,Advertising has evolved from a single publicity role to a multi-role role for publicity, purchasing and accumulation of users.

More and more advertisers are using YouTube to convert users.

Ryan Knowles, Google's head of YouTube for Action in Asia Pacific, said in a live share that more than 2 billion people log on to YouTube each month, more than 55 percent search for products on Google, then dig up more information on YouTube, and more than 40 percent buy products found on YouTube.

This is a good time for brands to influence user buying decisions with video.

Founded in January 2018, Trip.com is an international brand designed by Ctrip Group for overseas users, offering bookings for airline tickets, hotels and local travel products.

Trip.com's global brand director, Xu Zixuan, said in a live sharing that Trip.com tends to choose performance ads because it's a good measure of performance.

But one of the problems Trip.com faces overseas is that if overseas users haven't heard of the product, the price is lower and it doesn't necessarily attract users. Therefore, brand awareness building is also essential.

How do you combine the two?

Trip.com found the YouTube team.

Mr. Xu noted that YouTube provides a questionnaire that can be used to target people who have seen YouTube ads and those who haven't, and to accurately measure the two groups of people to see how the brand can improve on YouTube.

At the same time, YouTube's technology lets brands know whether users see ads that affect search behavior.

As an example, Trip.com asked Tilda Svington to shoot an ad for the Korean market and did a three-month test on YouTube. After seeing our ads, the number of people who went back to Google to search for our brand keywords increased by 3000%. "

YouTube ads, which can influence user behavior, are attracting more brands to run ads.

Club Factory, a cross-border e-commerce platform, began deciding in 2017 to go deep into the Indian market. At that time, the Indian market was considered to be the next huge source of Internet dividends, with the influx of international brands and capital leading to fierce competition.

Club Factory's brand director, Yang Zhangming, noted that in India at the time, e-commerce companies, large and small, combined, had more than 30 names.

The first step in trying to stand out in India is to build a brand image."When a user sees your product, does he believe you're a regular company, a company he believes in and a company he's never heard of, and we've done a lot of research on conversion rates, and there's a big difference." Yang Zhangming said.

Club Factory chose YouTube to run ads, Yang said, because YouTube has better digital analytics that can help them with more scientific delivery strategies.

According to Yang Zhangming, at the product end, Club Factory has chosen a variety of product categories, popular trend products and value for money,In terms of publicity, it is combined with the holiday trend, star effect, highlighting the offer to promote.

Club Factory has research found that India is a scene-driven market, such as India's New Year's Day, Indians like to buy clothes, in this scene, Club Factory launched a variety of holiday products, while inviting local Indian stars and beauty pagea to promote the brand, with discount activities to increase product sales.

Club Factory has more than 50 million monthly users

Using these strategies to create and run 11-day Google Masterhead video headers helped Club Factory more than double the number of new customers, 100 times more attention on YouTube, 400 million views on the channel, and a 65 percent increase in popular brand awareness, according to Kantar Kaid.

From obscurity to the fact that half of Indians know the brand and influence their purchasing decisions, Club Factory is a beautiful step forward.

On the day of the event, pop singer Wengie, a popular artist with 13.9 million subscribers on YouTube, also came on.

The Chinese-American girl, who was educated by her parents as a child and wanted a steady job, began sharing videos on YouTube after several years of accounting.

A few years ago, a video of her sharing the difference between Korean and American make-up methods went on fire and went on fire, with more than a million ret broadcasts.

Wengie was the first hot video on YouTube

At that point she thought, "Am I going to make it?" "But the result is not that the follow-up video is in a state of no one to ask about.

The second hot video, a five-minute quick-hands makeup video, shows her finding some ideas: "There are a lot of lazy people in the world, and I want to help them do things easier and faster." "

She found several tips for making videos:

1. Stand on user insights. 'It sounds simple, but a lot of people make what they like rather than what users like,' she said, choosing to show life tips as the main content of her videos.

2. In line with the platform style, to look real, daily;

3. Produce high-quality content through a high-quality content team.

Wengie performing at the event

Wengie's tips helped her amass 8 million followers in less than a year, and at its fastest, her monthly subscriptions grew by more than 1 million.

And the ones she summed up, which still apply when she's working with brands, are more familiar with YouTube users and platform styles than some brands that have just approached YouTube and want to try to promote it, and know how to make a video that has a lot of attention.

Wengie says she has turned down many invitations to work together because she doesn't want to simply promote the product, preferring to promote it in an innovative, natural way to achieve better results.

At the end of her speech, she mentioned the secret to the success of brand collaborationLet KOL decide what to do.

Working with KOL can help brands go to sea better. WebTVasia Grapes Media Greater China CEO Li Huaxuan mentioned some methods: first, to find the segment of the red people, targeted at the brand's target audience for advertising content production;

Is it hard to think of a sea-going brand and advertise videos on YouTube?

'It's easier than you think, just find a way and use some gadgets, ' says Huang Jiezhong, Google's chief marketing officer for Greater China.

TrueView, YouTube's current ad-style approach to advertisers, allows viewers to choose to skip ads after they're 5 seconds.

"It requires a change in the way we tell stories, where we used to start slowly and put the most important things behind us, but now storytelling has to keep consumers in the first five seconds, so the beginning is strong and the brand is strong." Huang Jie-zhong analysis.

He gives the secret that TrueView ads don't get skippedStrong beginning, big composition, big text.

Huang Jie in the live introduction of video content narrative logic

YouTube is also encouraging shorter ads, which in the past were 30 seconds long and then 15 seconds long, and in early 2016 YouTube introduced a new six-second video ad format, Bumper ads, with creators only six seconds to tell a complete story.

Huang mentioned that in Bumper ads, a video says only one thing, plus sound and text, and the effect is better.

To help brands better build these six-second ads, YouTube has launched a gadget, Bumper Machine, that helps brands automatically generate multiple six-second versions from 30 seconds or a minute of content for brands to choose from.

Brands don't have to choose only one version to run, marketing toolDirector Mix, can face different users when different advertising content, for example, advertisers provide the same set of video ads creative material, Google Google's system can automatically produce thousands of versions according to different audiences to match the characteristics of different audiences, to achieve the effect of thousands of people.

These tools can help brands better produce and communicate ads.

In addition to video production tools, Li Yinhao, general manager of Google's China brand division, presented Google Google and Kantar Cado's Global Acceleration Program for Chinese Brands, allowing Kantar Kaidau's world-renowned brand strategy experts and market experts to work together to help Chinese brands go to sea better.

In terms of local business support, he says, Google has a team of export consultants to help guide how to address issues such as warehouse logistics, and Kantar Kaiser has a complete market report that helps these brands get a quick grasp of market information.

The goal, he says, is to help 50 Chinese brands achieve their industry's position as global leaders within three years.

Now many domestic brands are looking to go to sea, to open up a broader market. The first step in trying to sell something is to make a name for itself overseas. Seeking a high-traffic platform to help you get out to sea is a great choice.

In the production of content, Chinese brands should be more aware of the platform tuning and local user preferences, the production of creative video, while using some gadgets to achieve better results. In conversion, you can use the platform's technology to trace the effect.

UltimatelyIf Chinese brands want to gain global visibility, they still want high-quality content and powerful channels, both of which are indispensable.