Live broadcasts become marketing depression stars and press conferences become mainstream brand live broadcasts

"hundred broadcast Wars" has entered a white-hot stage, and while most platforms are still busy competing for content and users, the leading live broadcast platforms have begun to try to explore commercially.

original title: live broadcast marketing is in the limelight, is it fond of the fan effect of live broadcast?

Live streaming has become a phenomenal application of China Mobile Internet in 2016. Since Fan Bingbing's live broadcast of Paris Fashion week in March became the first tipping point of the celebrity live broadcast craze, according to incomplete statistics, a new live APP appeared nearly every three hours on average in May. "hundred broadcast War" has entered a white-hot stage, when most platforms are still busy competing for content and users, the live broadcast platform in front has begun to try to explore commercially.

recently, there have been a large number of live broadcast marketing cases. Brands, stars, Internet celebrities, film and television programs are all aware of the great value of live broadcast, a new marketing depression, and change their positions to explore many live broadcast marketing.

strong > Live Marketing Exploration / strong >

Lei Jun concluded that "Live is really fun" after playing a live broadcast, and then, like Zuckerberg, was fascinated by the live broadcast. Indeed, the live broadcast gives many people the first impression that it is "fun", while the marketing around the live broadcast is also in pursuit of "fun". The classic marketing case that appeared in the last month illustrates this point: "ELLE" + L'Or é al + Meipai Entertainment Live: diversion and Powder absorption in the 69th Cannes International Film Festival, L'Or é al shot in the United States # 00:00 bad chase Cannes # series live broadcast The whole process recorded data records including Gong Li, Li Bingbing, Li Yuchun, Jing Beran and other stars in Cannes in front of and behind the scenes, setting a total of 3.11 million views, 163.9 million praises and 720000 comments.

the direct market effect is that four hours after the live broadcast, Li Yuchun sold out at the flagship store of L'Or é al Tmall, the same color CC light lipstick. Of course, it is not only L'Or é al, but smart media are also interested in the fan effect of the live broadcast, including "ELLE" magazine, PCLADY and other fashion media have also followed the live broadcast. Prior to this, at Paris Fashion week in March, ELLE magazine broadcast Fan Bingbing for more than an hour and attracted 100000 fans, but Fan Bingbing's live broadcast was still regarded as a milestone in the live broadcast industry.

the stars after this have become the killer mace of live streaming. Stars such as Song Zhongji, Jing Beran, Wang Baoqiang, Jay Chou, Li Bingbing, Gong Li, and online celebrities such as Papi Jiang have appeared on various live streaming platforms in different forms.

as can be seen from L'Or é al and ELLE magazine's live streaming in the United States, live streaming has a strong diversion capability for brands and can achieve effective marketing, while the media are more willing to use live streaming as a new channel to gain audience; for stars and online celebrities, live streaming is a new way to interact with fans and let fans know the other side of themselves.

Durex Air air cover + six major live broadcast platforms: there is a great controversy over whether this marketing belongs to the classic industry with a flood of bad reviews but high attention

: Durex's new Air air sleeve went on a crazy campaign for a week before the live broadcast. After satisfying the appetite of the audience, it conducted a long and boring live broadcast for three hours on an evening at the end of April. In the end, both viewers and people in the industry gave this marketing bad review. Think it is too vulgar, lose Durex has always been a high level of marketing, the government finally issued a ban, related video content was removed from the shelves.

however, from the marketing point of view, Durex Air air cover live broadcast on Bilibili, Letv, Youku, Tmall hot spots, live broadcast and Douyu received 5 million views, and formed a huge topic discussion effect. If this is a unique press conference, the target of attracting attention should be achieved.

in addition, unlike Durex, which gained attention and lost its reputation,

Maybelline "Lip Dew" reaped real money in the live broadcast of the new product release of Meipai and Taobao: at the end of the live broadcast, 10000 lipstick new products, "Lip Dew", were finally sold, transforming actual sales to 1.42 million yuan.

Xiaomi Max's live broadcast on Xiaomi's own home and Bilili has attracted more than 20 million viewers, and it is not over yet. The main purpose of this live broadcast is to tell the outside world that Xiaomi Max is "super durable", which has more coverage and better transmission effect than traditional new product launches. Xiaomi drones will also be released in a pure live broadcast on the evening of May 25th.

when Jay Chou signed VIPSHOP to become CJO (Chief surprise Officer), the press conference was also broadcast live on platforms such as the United States, which also brought tens of millions of viewers, contributing to the 52% increase in the number of active users of Vipshop's quarterly earnings report to a certain extent.

"live release" is becoming a popular way of launching press conferences.

strong > LVB is becoming a marketing depression / strong >

Brand + star + LVB, brand + press conference + LVB, which are becoming the two most mainstream ways of live marketing. In addition, content brands such as movies and TV dramas are also very fond of live broadcast platforms. a month ago, live broadcast platforms had to spend money to buy the copyright of "I am a singer" to obtain users. the next trend is that video content programs will compete for the focus live broadcast platform, because the audience of the entertainment live broadcast platform has a very high degree of agreement with movies and TV dramas, variety shows and movies. Programs such as "Super Girl", "ace vs. ace" and "WOD World Dance Competition" have begun to expand their influence on live platforms like the United States.

Live streaming has multiple values for brands:

1. Get a lot of attention (the number of viewers and the number of topic discussions);

2. Convey brand image (insert ads such as L'Or é al lipstick, and Xiaomi Max extra-long standby);

3. Direct purchase (e-commerce platforms such as Taobao Live, Jumei Live and other e-commerce platforms have been supported to buy while watching, while live platforms such as Meipai can be directed to Taobao via oral broadcasting, with a much higher conversion rate than traditional videos);

4. Gather potential users ("ELLE" magazine sucks powder in the United States, brands absorb powder in live broadcast platform, etc.).

Live streaming can get fans and interact with fans for stars, online celebrities and the media. Stars and online celebrities themselves can become spokesmen for brand advertising (active endorsements or hidden implants), or open their own Taobao stores to realize their fame.

the benefits that can be seen make brands, stars, online celebrities and the media flock to the live broadcast platform. On the live broadcast platform, everyone takes what they need, and live broadcast is becoming a marketing depression in the mobile Internet era.

strong > what is the advantage of live marketing? / strong >

Why is Live Marketing so popular? To answer this question, we can take a look at how brands do marketing in the pre-live era:

1, in the pre-Internet era, marketing is almost equivalent to advertising, but these advertisements are invested in different places, advertising is mainly brand, effect is supplemented, after all, in the era of traditional advertising, it is very difficult to measure the effect. "I know that half of the advertising money is wasted, but I don't know which half is wasted." It must be admitted that traditional advertising has created a large number of household names, especially many "CCTV brands".

in other words, in the era of traditional advertising, brand building is easier, with money to grab the golden advertising position, plus good brand positioning, strong star spokesmen and easy-to-remember slogans.

2. In the Internet era, especially in the mobile Internet era, marketing has been completely redefined, advertising is divided into many types, and marketing is preceded by many prefixes: social marketing, search engine marketing (SEM), viral marketing, topic marketing, event marketing. It is very easy to measure the effect, and there is also the RTB automatic delivery technology of real-time bidding based on the effect. The purpose of marketing is no longer just to shape the brand, but also to facilitate the purchase, access to users and other purposes.

the problem follows: attention seems easy to get, but it is actually more difficult, because attention is too multimedia, the brand itself is the media, people have a lot of time to look at their mobile phones, but do not look up at outdoor ads; people spend a lot of time playing iPad, but not necessarily staring at CCTV ads. Therefore, brand building is even more difficult. Brands in the Internet era tend to have users first and then brands. For example, Xiaomi has gathered hundreds of millions of users to naturally become a brand, while Taobao brand has become a brand after selling a lot of products.

the advantage of live broadcasting is that on the basis of Internet media, it integrates the characteristics of "traditional media": scattered attention, through various publicity means, is attracted to a certain platform and focused in a certain period of time. Just like we used to watch TV, the marketing effect is self-evident, and the live broadcast platform begins to have "prime time"-not necessarily a certain period of time, but a live broadcast event. In the future, there will also be "live standard king"-not necessarily simple, rude and direct patch ads.

in short, after users' attention is gathered, the "passive advertising" of traditional media has a chance to make a comeback, live broadcast is becoming the TV station of the Internet, and the ability to "gather attention" is the core marketing value of live broadcast.

various brand marketing methods, due to the rich playability of the live broadcast platform, this kind of passive advertising will not be resisted by users, and there will no longer be uncomfortable super compulsory advertisements such as "Hengyuanxiang" and "brain platinum". Li Yuchun's L'Or é al lipstick, Xiaomi Max's ultra-long standby, they have become an inseparable part of the content, users can not change the channel, will not think of changing the channel.

more directly, live streaming completely realizes content, that is, marketing, that is, content, while video is very difficult to do-video placement advertising requires careful planning and pre-production, high cost, difficulty, and limited location.

and crucially, there has never been a medium that makes brands, marketing, users, transactions and communities so coherent. In the pre-live era, Xiaomi needed to hold an offline press conference, get users' attention on Weibo, trade on Xiaomi or Taobao, and create a community atmosphere in Xiaomi community and Baidu Tieba. Now, all this can be done in one stop on the live broadcast: hold a press conference on the live broadcast platform, spread the brand features to a large number of users, and directly form and buy while watching, and there is no social problem. For brands, live broadcasting greatly reduces marketing costs, realizes direct purchase, and forms the added value of fan precipitation and brand communication.

in the final analysis, why live streaming is so favored by brands, media, stars and online celebrities? In addition to gathering a large amount of user attention, its product characteristics not only take into account the compulsion of "passive advertising" of traditional media, but also have the freedom of Internet connection users and closed-loop transactions, and form a balance between brand advertising and effect marketing. and it's all one-stop. Therefore, I think the live broadcast platform has become a marketing depression and is bound to become the next generation marketing platform after the mobile Internet.

Edit: nancy