Recently, I saw a joke from a netizen: opening the blue V account of To B is like opening a door to the elderly activity center from the disco.
Although this remark is a bit harsh, it also points out the dilemma faced by 2B enterprises in the operation of short video platforms such as dithering and fast hand: it is a pity to give up what you eat.
Current situation of 2B enterprise's dithering operation
The short video industry has risen rapidly and created a large number of big V's with a large fan base. The hot industry scene makes many enterprises itch. They think that the huge traffic of the short video platform is unnecessary. It is not a bad thing to have another channel. It would be better if it became popular. As a result, many enterprises have opened their Tiao Yin accounts and want to use this channel to promote or guide their products.
Throughout the short video content of 2B enterprises, most of them are enterprise promotional videos, advertising videos, award-winning information, or internal activities of the company, festival blessings, etc., and the update frequency is low. In fact, for the target customers of the enterprise, this kind of "hard and broad" content does not have much value, so the video data is not ideal. For this reason, business owners are also puzzled. How can they present the content related to the company in a fun and interesting way?
It is really difficult for 2B enterprises to operate well.
Difficulties of 2B enterprise's dithering operation
The dithering short video is highly entertaining
First of all, we can think about the scene where we usually play the dithering sound: after dinner, on the way to work, before going to bed Most of the content you read is entertaining and relaxing, and it doesn't take much time. Nobody likes it after all
When the starting point for enterprises to make videos is to introduce companies and promote products, it is doomed that the content of videos will not be watched by most users.
Low coincidence rate between dithering users and decision-makers in 2B industry
According to the portraits of users of Ditto in February this year, the core users are 19-30 years old, and they prefer to watch videos of deduction, life and food.
The target customers of 2B enterprises are usually the purchase department of the enterprise, or even the boss of the enterprise directly. That is to say, the coincidence rate between the people who brush and shake the most frequently and the decision-makers in the 2B industry is too low to be seen by them.
It is difficult and costly to make popular videos
Many enterprises, after seeing tens of thousands or hundreds of thousands of likes of videos, have a feeling that it is easy to get angry when they are dithering, but this is just an illusion. If you don't believe it, you can open an account home page with good playback data. It is very likely that he has accumulated dozens or even hundreds of videos before one suddenly exploded. This requires constant updating and a little bit of luck.
In particular, now that we have passed the stage of "shooting at random can be popular", the only way to stand out from the mass of videos is to create "sophisticated" content, which requires a skilled professional shooting team, and also increases the operating costs of dithering.
For 2B enterprises, it is still very difficult to create popular videos.
Content before marketing
Although short videos have entered the golden age that everyone can do, and there are many contents showing a blowout trend High quality content is still the focus of platform competition and the key to supporting the sustainable development of the platform.
A platform once conducted a survey on "why users pay attention to an account", and the most popular option was "after seeing the content you like, browse other content of the account, and pay attention when you like", which is far more than "frequent welfare activities", "famous" and other options. If the enterprise really doesn't want to give up the traffic channel, it should Attract users with high-quality content, win competition with high-quality content, and achieve "content is king".
Rather than putting a number of product pictures on the webcast, it is better to create a personal image account, start from the industry field involved by the enterprise, and express personal opinions or in-depth analysis on the industry phenomenon and hot events. Because when a hot event occurs, most netizens will pay close attention to the development, results and interpretation of the event. Once netizens feel that your opinions have something to say, they will naturally forward and pay attention to it. And because it starts from the industry, it will more effectively match the content with the users concerned.
In a word, whether it is a 2B enterprise or a 2C enterprise, when doing marketing promotion, it should choose the delivery channel according to its own situation, and spend money and time on the cutting edge.
