01 platform, kol, brands, deep binding to build user-centred marketing eco-models
1. After four stages of development, kol's identity has been expanded to include a wide range of professionals and entrepreneurs in various fields of society, and with the advent of the concept of the universe, virtual idols have once again emerged
2. Virtual idols are now no longer limited to the realm of binomials, games, and the emergence of supernumerics is reaching out to the general public in diverse styles; professionals, entrepreneurs are no longer “cold” and they are “close” to users through platforms in their own way
3. Large content platforms, after several years of rapid development, have slowed down their traffic growth in almost a year, slowing down the growth in active user size; in this context, content captures the user's mind as a key issue for the platform
4. The platforms, in conjunction with their business development strategies, have successively launched incentive and enabling schemes to encourage high-quality content creation aimed at enhancing the business value of kol and enhancing the competitiveness of the platform
5. Up to this point, eco-formation around user-centred marketing; platform, kol, brand depth binding, interdependent
02 platform positioning interacts with user characteristics, kol layouts; platform traffic configuration determines brand kol delivery strategy
User content preferences affected by the platform's “label”
1. 1 microblogging, berry beep, little red book continues to reach out to young groups; little red book is an absolute home for women; the voice is highly age-inclusive for users; quick hands, microbreds are permeable among the middle and older population okay
1. 2 rapid hands still sink into the market; beepbeep, little red book, microbrew attracts the attention of developed city users, with a combined share of beepbeepbeep and new clant users exceeding 30%
1. 3 different platform niches vary from one user's focus on content; platform positioning and user distribution affect the degree of penetration within the platform of “general” and “proximate” content
Questmobile data show that, although it is an entertainment content platform, microblogging, which attracts people of all ages through music and dance, is a more entertaining tool, and that it is consistent with its initial platform, and that it is fast-tracking people-friendly to stimulate more creative content closer to life。
Questmobile data show that the mics are dominated by video games, binary content, small red books still focus on fine-food, make-up, and so forth, and micro-intellectual public figures that distinguish between serious, professional, current-policy, financial and economic content。
2. Platform positioning and user preferences further influence kol layout and development
2. 1 the kol distribution characteristics show a high concentration of kol in the microblogging, shivering head; kol+ grass is the backbone of platform creation; the wide recreational features of kol in the microblogging, tremors and fast-hand mainstream are visible, creating an atmosphere of platform “recreation”, “easy”
2. 2 beep, little red book supported by small and medium volume kol, with the dominant kol vertically visible, highlighting the strong grass and interactive nature of the platform; micro-intelligence public-based eco-focused news and knowledge-sharing
3. Platform traffic configuration determines brand kol delivery strategy
3. 1 build user-centred content and scenes through a “vertical + professional + scenario” input matrix using consumer brand examples
3. 2 presentation of the marketing activities of yaslande: selection of different platform matrices for different marketing purposes, taking into account the characteristics and content advantages of the platform
3. 3 the case of the yaslande product promotion kol: big v star impact + fabulous people + koc real content sharing to achieve grass-crowding for target populations in small red books stations pink
3. 4 the drop of the kol at the yaslande member festival: “kol in the back of the shivering” brings multiple layers of exposure
03 "present" content saturated, with the "present" content growing fans growing black horses
1. The percentage of fans in the “general” category of content remains an important support for the platform, but growth has slowed; the demand for impregnated content has grown rapidly, with the growth of kol fans in the physical fitness category and in the science and technology generic category being particularly significant in comparison to the same period
2, top sports and physical fitness kol involved various athletes, sports interpreters, etc.; during the epidemic, liu xianhung quickly shuddered with a "book of the basque" tiara and scraped the "gympics on the line"
3. From the head of kol users, there is a high level of physical fitness among female users, especially after 00 and after 90
4. The recent popular movement liu xianhong, through a regularized live tape + a second dissemination of a short fitness video, continues to attract new powder while increasing old fans ' viscosity; still mainly with content output, commercial realization is in the water test phase
In addition to this, other accounts of liu xianhong have had a significant correlation effect, with liu xianxuan at the top of the list of account fans in april in little red book, the beagle platform。
5, top science and technology general category kol focuses on knowledge and professional evaluation; focuses on knowledge-sharing in its areas of expertise, helping users to develop their perspectives; and builds professional human labelling to gain user trust in the sharing process
6. Kol content affects user characteristics; dad assesses content primarily in make-up, mother and child, attracting age-appropriate female users; infinity light and science travels content is more academic than male users
7, top kopoda dads assessed the success of their authoritative image through their professional and technical background through their dad's speculation series; the evaluation of selected products to fit women's daily needs; and the assessment of commodity links and multi-channel commercial liquidations at platform shops
8, top-style kol is specialized in individual games, with clear breakdowns; professional players are highly appreciated by users, such as shepherds, ag super-dreams, etc
9. Kol's professional identity in the field of games affects its user characteristics; as a professional game anchor, pastoralists attract young people from the down-market market; and tears go round with professional electric campaigners, whose audiences are more young, especially for the z generation
10, head games for dalit children, with fast hands as the main operational position; regularized live polypowder + second video transmissions that continue to increase impact; commercial liquidity through live reward and live delivery
