Thinking in the new marketing mode: WeChat and trembling traffic platform tiktok in 2021

Heimin 2021-10-14 01:59:41


2021 year , The era when flow is king . Which platforms can continue to dominate ? Occupy the mainstream market ?

Wechat is based on a large user group , Is already the one leading the trend , From instant messaging to built-in games , Since the childhood program Pay to wechat , One stop solution to users' life and entertainment needs , Powerful and rich functions , Let it naturally become a overlord . The close friend microblog next door is a public opinion square for hot searching and eating melons . On the other hand , The short video rising in the distance began to overtake , See and hear with super rapid growth , Tiktok APP, Capture a large number of young groups and creative users with big data mechanism . Long video to B The new forces represented by the Standing Committee are worth looking forward to ! Spy on who is 2021 A real social field . Today, we will briefly comb the marketing positions of WeChat and tiktok platforms. !


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

2021 Beginning of the year , Wechat has been updated 8.0 edition , With the birth of the tenth anniversary , Wechat has evolved into a huge social ecology , Not only social , It can also conduct business transactions . It is also a key location for enterprises to layout public and private areas .


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

Ecological strategic layout of wechat in the future

At the beginning of the year ,2021 WeChat public class PRO“WeBuild inspire ” Held in Guangzhou . Main forum session in the morning , Wechat officials talked about small programs respectively 、 Wechat payment 、 Enterprise WeChat 、 Search for 、 Little games 、 Six services of video Number . Person in charge of wechat 、 Zhang Xiaolong, senior vice president of Tencent “ WeChat night ”” The speech released some important strategic information :


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis


1. The live broadcast of the video number finally began to have public domain traffic , And there may be hundreds of millions of users .

2. Social distribution is now , Algorithm recommendation is the future . There is a public number 、 Players with private domains may take the lead , But only those who can do the content well can win the future .

3. In the future, the video number will get through the applet , Because ecological openness is the fundamental principle of wechat .

2021 year , The most noteworthy opportunity points of wechat ecology , One is the video Number , The other is private traffic .

Video number is a new traffic growth point , Private domain traffic is the most efficient way to realize and transform , And the two can be perfectly combined .


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

2021 Ranking of Internet advertising revenue in the first half of , Tiktok 、 Today's headline , WeChat ( Circle of friends ) Top three

Jitter creates a comprehensive eco marketing place for tiktok.

Except for the entertainment time of FMCG , Tiktok users can also spend one-stop shopping. 、 Tiktok shopping 、 Punch in the scenic spot . From entertainment to all aspects of social improvement , Tiktok gradually creates a new video life scenario. .


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

The ecological strategy and user relationship of jitter tiktok

Beijing byte beating CEO Zhang Nan talked about the meaning of tiktok. : Tiktok is composed of everyone. , Tiktok is alive. , Tiktok has been growing. , I used to hope it was “ Video Encyclopedia ”, Hope to become “ A window ”, But today , It's everybody who makes the tiktok infinite. , It connects each other , Connection information , Connection service .

So the tiktok is on marketing strategy. , Still rely on “ Online society ” Under the big vision of , Continue to build in the business circle “ Integrated video marketing ecological platform ”, For the user 、 Creator 、 Enterprise creation provides better entertainment 、 live broadcast 、 New trend of creative ecology . Bring more new opportunities for enterprise marketing .


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

2020 Daily activity data of tiktok users

Tiktok marketing positioning :

Commercial flow products

  • Tiktok gold exposure products : Create the first visual impact
  • Exploration of quality efficiency model : Deepen brand influence Breaking contract advertising restrictions
  • Information flow products : Overlay user scenario touch , Refined information penetration
  • Tiktok heating : Native video propagation , Covering a variety of marketing objectives
  • Direct seeding drainage : Live broadcast intended crowd touch Continuous exposure drainage
  • Short video Innovation Interaction : Customized creativity based on marketing needs Enhance the sense of interaction and participation
  • Diversified interactive playing methods of live broadcasting : Help native live broadcast improve user activity
  • Search for products : Global marketing hub , Second growth curve of brand
  • Additional features : Diversity components help brand communication

 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

Tiktok 5 Big marketing model : Tiktok focuses. 5 Big business scenario , Flow management 、 Content management 、 Position management 、 Closed loop operation 、 Marketing Science . Each position has a strong marketing system .


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

According to the latest advertising revenue , Bytes to beat CEO Liang Rubo , Disclosure of the company 2020 Financial situation and latest business data in . The material shows , Byte skipping company 2020 The annual actual income reached 2366 One hundred million yuan , Year-on-year growth 111%.

Summary : So in this era when traffic is king , Each powerful social media has its own platform features . They bring together different people , Interests and circles , It provides a new marketing place for the brand . future , How will the social field continue to evolve ? Let's wait and see !


 Thoughts on the new marketing mode :2021 Annual wechat 、 Tiktok platform analysis

Tencent headlines Baidu and other network wide integrated digital marketing services

We are little cicada media , Focus on Internet effect advertising 、 Digital advertising 、 Business layout of digital media and game ecology . Deeply cultivate the Internet advertising and marketing ecology , Help the realization of enterprise value with the solution of one-stop marketing linkage of the whole network .

Strive to make communication more efficient ! Please pay attention to us for more marketing cases and information flow promotion !

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