The balance of 2023 is insufficient, and 2024 is about to begin. The end of the year is the right time for us to take stock of this year's Douyin marketing hotspots, and finally share with you some of the methods and experiences I summarized this year in the matrix system to hunt hot traffic.
Douyin will have all kinds of magical marketing in 2023, so much so that various marketing gods have given such a conclusion:
You never know if the traffic will detonate, but you must catch the hot spot when it comes. ”
This year's Douyin marketing hotspots are exciting enough for us to write a chapter back to the body**.
The first time: look at the magic dopamine of dressing.
if we ever broke up, i'd never be sad.thinking about everything that we had.”
You must not have read the above lyrics, you must have sung them. Well, in retrospect, I think I was afraid of being dominated by this melody.
During the day, the bear brought the "dopamine outfit" to the fire, so we enjoyed the colorful colors of the whole summer in addition to this magical BGM.
The essence of "dopamine" marketing is also a kind of intuitive marketing, which people can understand at a glance. With the continuous development of this hot wind, catering, retail, beauty and other industries have begun to take advantage of the "dopamine dressing".
Hometown Chicken, Cudi, and Lucky Coffee have all followed up on the "Dopamine Single Product", and the matrix accounts of various brands of "Amine People**" have also continued to follow up, and the second creation, imitation, and spoof editing** have been continuously launched, as long as you are involved with dopamine this summer, your traffic will have a spectrum.
In the end, with Douyin's cumulative report card of tens of billions, "dopamine" retired.
The second time: Li Jiaqi sacrificed himself to save the country.
In 2023, all domestic products should thank Li Jiaqi (except Hua Xizi).
Jiaqi is righteous, and has truly achieved a hundred points of traffic, and domestic brands are worried that they can't grasp the young market, and when they turn over the marketing, Li Jiaqi will share his traffic with everyone, and it is a pie-feeding diversion.
Bee Flower fired the "first shot" of the old domestic product, and immediately launched a wave of "79 yuan **" sneak attack on Li Jiaqi. Then we saw a magical scene in the history of domestic marketing, all brands united and put the fist products of other domestic brands in the live broadcast room, and everyone did marketing together.
In fact, the turnaround of old domestic products is not only based on this incident, the incident is just the breaking point of traffic, and the popularity of domestic products really depends on the quality, cost performance, and conscience of real domestic products in the bones of decades.
The third time: bring Moutai Luckin to get married.
Who would have thought that it was the liquor man who saved the coffee man. I don't know how many times the marketing person in charge of Luckin listened to "Wine and Coffee", and patted his thigh: "Contact Maozi, the whole work".
Then the big job became a big fire, and the first-day sales of sauce-flavored latte exceeded 5.42 million cups, and the first-day sales of single products exceeded 100 million yuan.
Moutai's share price also rose sharply.
The follow-up brigade has 30 seconds left to reach the battlefield. Cha Baidao found Mei Jian, and Shuijingfang also cooperated with Häagen-Dazs to launch a new ice cream ......Each self-** account has also started to evaluate and share. This wave of craze lasted for half a month on major platforms.
The fourth round: a small barbecue detonates Zibo City.
Small cake roll barbecue, you can't forget it" In May, when the country is about to enter the "barbecue season", Zibo barbecue suddenly became popular. In just a few weeks, this small city has become the darling of the barbecue world.
Internet hotspots drive the local economy, and Zibo is not the first case. However, how to catch the traffic hotspots, a series of operations in Zibo have given everyone the opportunity to copy homework: opening an "exclusive window for barbecue", opening a barbecue special high-speed railway, adding barbecue buses and a series of measures, so that a steady stream of people can go to "Zi" to catch up with "barbecue", creating a phenomenal urban marketing model.
Episode 5: Young people decompress and enter the temple.
How did the temple catch the young man?The Buddha may really know more about marketing than you do.
Previous temples: entering the temple, burning incense, fortune telling, and buying souvenirs.
The current temple: co-branded coffee, temple peripherals, souvenir blind boxes, stamped punch-in commemorative albums.
To be precise, we should call these temples "religious-themed amusement parks".
In the past, if you asked a young man to accompany you to the temple, the young man would reply to you with disdain: "If you don't believe this, don't go." "And now young people probably go to the temple more often than many believers.
Since 2023, the number of orders for tickets for temple-related scenic spots has increased by 310% year-on-year, and the post-90s and post-00s have accounted for nearly 50% of the people who have booked tickets for temples and scenic spots since February.
The essence of marketing is a kind of "value delivery" and "psychological satisfaction", and whoever can help us temporarily withdraw from the anxiety of reality, young people will buy whose account.
The hotspots are their own, and the traffic is everyone's. ”
Ordinary people only need to join in the excitement in the face of traffic hotspots, and what we marketers should think about should be how to seize the traffic tide brought by hot spots.
For brands that can create hot spots, the hot spots themselves may just be a flash of inspiration, and what really needs to be operated according to the playing process is how to stir up the hot spots and turn them into hot spots for national interaction.
The playing process of big brands is to create hot spots for brand accounts, contact MCN to follow up hot spots, and brand accounts to follow up and guide hot spots.
Small brands can't blindly copy the big brands because of their limited marketing budgets, and they should do big things with little money
Brand account creates hot spots, matrix accounts continue to hype up hot spots, contact MCN to follow up hot spots after having a hot base, and brand accounts follow up and guide hot spots.
Therefore, a matrix account of a certain size is very important, because with a matrix account, you can do the following without spending money:
1.Obtain a certain amount of basic traffic through the interaction between the account and the brand account.
2.Serve as an example and show the public "how to follow the trend".
3.Through the content popularity of the matrix account, test the success of the topic and determine whether you need to spend money to heat the topic.
Not everyone may have the ability to create hot spots, but we not only have the idea of hunting hot spot traffic, but also have a lot of thought.
Why do you say to "hunt" hot spots, because the window period of hot spots is very short, from the generation of hot spots to the subsiding of heat at most no more than half a month, after this half a month it is difficult for you to get traffic, after all, no one likes to "fried cold rice".
Therefore, in the face of hot traffic, we must respond quickly, and secondly, we must get as much traffic as possible through hot topics in a short period of time. One of the most successful ways is to recreate hot topics with as many accounts as possible through the short matrix system.