Marketing Effect: Vibrato Voice Transmission Skills

A few weeks ago, Jean Baik, the chief executive of the cosmetics brand Miss A, unexpectedly discovered that its brand website's visit increased by 450%, and its product sales also achieved a qualitative leap, which was 4 times higher than the usual transaction volume.

It wasn't until a day later that she realized that this unusual phenomenon came about because a video about Miss A products spread quickly on TikTok. In the video, a consumer is showing his purchase of Miss A mascara, foundation, lipstick and eye shadow, and has gained more than 3 million viewing times in just three days, prompting a large number of young viewers to pour into the online website of the brand.

"I didn't even download TikTok on my cell phone, so I don't know what kind of impact it might have," Baik said. "My team girl told me that TikTok is mainly about dancing and singing in pairs, so I never thought that cosmetic products could also be popular on this software. But people are really concerned about our products. " Soon after that, the products of Miss A appeared in three other popular videos. The brand itself also set up a TikTok account.

The upsurge of beauty that has sprung up on TikTok is also spreading rapidly in China. Kathy data released the "2020 short video content marketing trend white paper" shows that "beauty" ranked fifth in the KoL content category with the fastest growth of the tremble. Among them, Li Jiaqi's beauty evaluation content has become the fastest KoL of the platform all year long enough to show the attractiveness of "beauty makeup" to the audience.

However, compared with KoL, the development of the brand is relatively small. In all the blue V enterprises active in the vibrato, only 2.57% of them belong to the field of beauty. Baik also said that Miss A is still exploring how to make better use of TikTok.

For the beauty brand that wants to develop new channels and carry out more cash flow, TikTok and jitter have huge space to be excavated. The former is the only application after WhatsApp in 2019. The number of Japanese active users in China has exceeded 400 million. In view of the characteristics of these two platforms and the formulation of corresponding content strategies, it not only helps the cosmetics brand to achieve "viral marketing" effect, but also wins the attention and interest of many young audiences gathered by the platform.

　 Put on the dance shoes, move up.

Although some brands, like Miss A, have gained some attention before entering TikTok and jitter, Vic Drabicky, founder of digital marketing company January Digital, suggests that brands should set up corresponding business preparations before important development nodes arrive.

Drabicky believes that the content of other social media such as YouTube and Twitter can not be copied. The best video should be born from the platform. "Instagram provides beautiful and beautiful photos. TikTok represents interesting, viral content," Ralph Delahunt's chief digital officer, Alice Delahunt, told BoF that she had worked with Dixie D'amelio, Andre Swilley, and other red Ralph partners.

The brand can first build content around the trend of challenge that is popular on TikTok and jitter "find" page. From this point of view, the core meaning of platform content lies in "dance".

For example, in the case of para's shaking and dancing, the exposure of the challenge has exceeded 600 million times, and more than 150 thousand people have participated in and released their own dance imitation video. The design of unique choreography, and the invitation of KoL to collaborate and publicize, have successfully promoted the activities of the park to more audiences.

TikTok and jitter "need fast, easy to understand, based on the creative expression of dance, brand should be closer to this area," Drabicky said. "The more you deviate from this direction, the worse the result will be. "

Drabicky also pointed out that such a video platform does not apply to all brands. He warned that making funny videos could hurt some luxury brands. But he insisted that risks and challenges are the opportunities to promote their products.

"People don't use TikTok for beauty makeup brands, they want interesting and special content," he said. "But these platforms also provide a display space for cosmetics and even footwear products."

　　 Follow the music and grasp the rhythm.

If the operation is right, the brand of sponsorship challenge events can shine brilliantly on TikTok and jitter.

In October last year, e.l.f., an American cosmetics company, hired Movers+Shakers, a creative agency based in Broolyn, to help rebuild its brand. Commissioned by the agency, the artist Holla FyeSixWun and songwriter iLL Wayno designed the original score for the e.l.f. sponsored challenge, and used #eyeslipsface (the name of e.l.f. company) as the topic tag, inviting users to release short videos similar to self timer.

Within 6 days, videos related to the topic received more than 1 billion viewing volumes, and over 3 million users participated in the video challenge. Although e.l.f. also co operated with 7 short video creators to promote the participation of this challenge, the brand chief marketing officer Kory Marchisotto attributed the success of the challenge to the score.

"This music is specially developed for TikTok and is designed in one frame and one frame," Marchisotto said. "This video, which is 15 seconds long, is divided into several parts, requiring the creator to exercise the ability of self expression, and there is interval between each part, so that they can exhibit different things."

Eric Jacks, chief strategist of Collab, a content creative studio co operating with hundreds of TikTok stars, also believes that finding the perfect accompaniment music for the challenge is very important. "These videos need something rhythmic and drumming," Jacks said. "It's often fashionable and hip hop, but at the same time you must be able to easily dance."

Creating popular concerts for advertising makes the competition more attractive to users. He added: "TikTok community does not like the feeling of brand active marketing, but if there is a unique or interesting music, the possibility that they will accept this promotion will increase." During the launching of the challenge of the dash of the dancers, he also launched the exclusive song called "beauty to bubble", which directly linked the video with the characteristics of its rich bubbles, and provided another unique product memory for the audience.

　　 Be patient first.

Marchisotto said that after a long time, e.l.f. saw the return from the #eyeslipsface challenge. Although the sponsorship topic has become one of TikTok's most successful advertising campaigns, it has not immediately promoted sales growth.

The goal of the campaign is to achieve "all-round marketing, that is, from the establishment of cognition, and then to the consumer mind, so that they can connect with the brand in the future," Marchisotto claims that in the past few weeks, some of e.l.f.'s eye shadow and lip exfoliating products have been widely circulated on TikTok, which is the embodiment of its brand's continuing presence and influence on the platform.

TikTok has also tried to launch a shopping oriented video (the related technology test has stopped), and experts believe that sooner or later, the platform will be linked with people's shopping links. "When this video platform becomes" expendable ", it will become the most attractive shopping destination after 00," said Allegra Salke-Hussey, deputy customer director of marketing company RQ. "Now the more brands know how to use these platforms, the more profits they will get in front of young consumers in the future.

As early as 2018, chattering began to launch the "shopping window shopping cart" function in China. However, due to the characteristics of "low threshold and heavy flow", there were bad phenomena such as bills, fake goods, fraud and so on, and even mixed with many "three no" and "illegal and illegal" products. In January of this year, jitter issued a notice of "adjusting the frequency of video frequency release of vibrating shopping cart" and "Notice of cosmetic sharing and adjustment". Since then, the platform has been pushing up the sharing standard of commodities, and those low quality products and brands may hardly survive on their platforms.

But Drabicky of January Digital believes that brands should not regard their TikTok and voice accounts as a channel to promote sales. "Those brands who try to link this money to money will be depressed, because the behavior pattern of buying products will not be effective here," he said. "The most important thing is brand awareness, which is based on comments and points of praise."

　 Find the right partner.

Like other social media platforms, the best way for brands to build popularity on TikTok and jitter is to work with influential people.

Many foreign brands such as Shiseido and Dior have chosen a simpler and more direct way to attract fans' attention when they just settled in. The domestic brand Carslan chose to cooperate with the men's group lohua seven sons, and launched the core of the mango to stir up the challenge of the men's trembling challenge. The success triggered the interactive feedback of the large fans, and finally gained nearly 1 billion 600 million of the video playback volume, occupying the top spot of the beauty industry challenge.

But the flow logic of TikTok and jitter is quite different from other social platforms. In TikTok, any video that appears on the "discovery" page has the chance to go to the red explosion (the video with the topic tag #ForYou will appear on the page). The video will be tested in a small number of users. When the video interaction index exceeds the threshold, it will be put into more audiences to achieve the growth of playback volume and influence. This algorithm enables many "grassroots" to become famous overnight, as long as the content of the video is enough to attract people.

In this regard, marketing experts suggest that brands should spread their nets widely in TikTok and jitter.

"Because of the characteristics of this algorithm mode, the brand will have the opportunity to cooperate with the relatively small influence network red," said Mae Karwowski, founder and chief executive officer of Obviously, the Internet marketing agency. "To achieve viral transmission, we do not need to have a large number of followers. The number of users will usually increase from 20 thousand to 1 million."

Jacks believes that the best strategy to work with TikTok and jitter is not to think too far. "The trend is changing so fast that our creative content should be implemented within a week," he said. "At any time, you must embrace this platform."

Jacks added that the best performing content on these platforms is hardly controlled by brands. E.l.f.'s Marchisotto also admits that without the interference of many brands, it is a difficult process to cooperate with TikTok net to let us out of the comfort zone. "The content of TikTok is mostly unedited, funny and simple and direct, which is completely contrary to the brand's practice on Instagram," he said. "You have to let them do it."

　　 Future period

Rihanna (Rihanna)'s beauty brand Fenty Beauty also quietly joined the TikTok camp. Within a few weeks, the brand account accumulated 390 thousand followers. "Our generation is the most creative," Rihanna told a news conference in March 5th. "I want to join these creators and influence the world, affect my community and our generation."

At the same time, the head of jitter marketing revealed that as of March 2019, the average daily volume of loud and beautiful makeup video had reached 600 million, covering more than 80 million of the cosmetic users. With the development of more beauty makeup brands and the influence of TikTok and jitter on the cosmetics industry, brands should use these two platforms as soon as possible to broaden their audiences.

Jacks recommends that brands consider TikTok and jitter, and introduce products that may be more popular, such as lip gloss and color shampoo. Although sustainability is also one of the key concerns in the industry, Jacks believes that brands should also spend more time on product packaging to make the packaging design more attractive.

"The basic moisturizer is not enough to attract people to watch videos, let alone create video for them," Karwowski added. "Young people like strange, entertaining products."