Different from the traditional marketing paradigm, content marketing focuses on delivering valuable, story-telling and entertaining product or brand information through multiple channels, providing specific spiritual experience scenarios, so as to arouse the empathy and participation of consumers. While influencing consumers' purchasing decisions, it also completes the dissemination and promotion of brand information. In this process, content has become the key to attracting consumers. Consumers are immersed in it because they are interested in content and actively associate with the brand, while merchants use content to strengthen brand value, cultivate user trust, and then promote conversion. rate increase. This is also an important reason why e-commerce platforms such as Xiaohongshu can stand out in those days - however, this "graphic + e-commerce" model has not become the most advanced form of content marketing, because new changes have appeared.
Since 2017, with the decline of Internet traffic dividends, many platforms have faced the dilemma of weak growth. But at this time, the sudden emergence of short videos has become a beautiful landscape. Not only has the number of users increased rapidly, but the duration of use has also risen steadily. Especially in the special environment of 2020, short video job title email list platforms have bucked the trend. In 2020Q2, the proportion of user time (23.6%) exceeded that of instant messaging (22.4%) for the first time. Since then, the gap between the two has widened, reaching 9.4 percentage points in 2021Q2 (29.8% for short videos and 20.4% for instant messaging).
Short videos have grown into the number one traffic portal without compromise. At the same time, compared with the previous graphic content, the user threshold for short video content is lower, and the display form is more intuitive, popular and three-dimensional and vivid. Among them, coupled with the personal influence of some KOLs and Internet celebrity anchors, users can complete the whole process from "planting grass" to placing an order and purchasing in a short time.