Shulou(Shulou.com)11/24 Report--

In the digital age, the complex and disordered media information contacts make consumers' purchase decisions and mental construction path gradually develop from the linear funnel of "cognition-identity-subscription" to leaping and multi-line progress. the path from recommendation to transformation is full of possibilities. At the same time, on Douyin, from awakening potential demand through short videos and live broadcasts, to searching for keywords, making further recommendations in shopping malls, making clear purchase intentions, and then placing orders directly within the station, with "brush-search-purchase" as the core, a unique recommendation behavior path with a shorter chain and direct access is also taking shape.

However, under the new trend, many brands find that it is not easy to achieve integration. In the recommended launch, most brands are often due to the lack of professional product tools and scientific measurement indicators, as well as the division of labor and other reasons, resulting in unable to view the seed harvest from the overall perspective, inaccurate recommendation and low efficiency of crowd transformation. So, how can we help brands connect seed and harvest links and do a good job of "planting and harvesting in one" to stimulate business?

Recently, massive engine launched the first integrated product link solution, "Star push and search straight", which uses A3 as the link axis to open the global seed collection and delivery link covering star map talent, heating tools, search advertising and live broadcasting. provide multiple adaptive combination games for the diversified marketing needs of brands, help merchants recommend more accurate, high-quality traffic, and transform more efficiently, so as to realize the harvest cycle. Stimulate new growth in business in an all-round way.

A harvesting link to find the optimal solution for improving efficiency.

Brand merchants doing business in Douyin will basically choose to make recommendations first, but the broken link of seed and harvest imbalance often makes it difficult for recommendations to really bring business. For example, businessmen who are keen on competitive bidding and drainage often lead to insufficient water storage and difficulties in growth of interested people; businesses that do not do a good job in time to transform and undertake "only plant but not harvest", wasting the accumulated A3 population in vain; some businesses "do not know how to grow scientifically", and the revelations mostly rely on luck, so it is difficult to obtain A3 on a large scale and at low cost. Or "plant and harvest", but the front and rear links are broken, reducing the conversion efficiency from A3 to A4.

In the face of these pain points, how should brand merchants realize the integration of planting and harvest? The optimal solution is to get through the front and rear link with A3 as the axis. By definition, A3 is a group of people who have had search behavior, and their purchase intention is higher. At the same time, the high-quality referrals accumulated in the front link will be drained to the specialty or live room, and the conversion efficiency will be higher. In addition, a complete and unfragmented recommended marketing link is more conducive to reducing costs, improving efficiency, better prying natural traffic, and improving full-link ROI.

The huge engine "Star push and search straight" is a new path that closely links the planting and harvesting to drive business growth. By providing a product portfolio covering the links before and after the harvest, it helps brands look at the harvest from a global perspective and do a good job of planting and harvesting as a whole.

"Star", that is, star map talent, is not only the starting point of this path, but also the first step of brand recommendation, a large number of star map high-quality talent recommendation content can effectively accumulate certainty A3 population. In order to make good content popular, "push" is also important. The subdivided heating tools such as grass planting and content hot push of huge engines can heat the star map explosions of "quality explosion" or "quantity explosion", enlarge the flow, help brands get A3 people more efficiently and flexibly, and improve the efficiency of recommendation. On this basis, cooperate with the brand exclusive small blue words, stimulate "look and search", the search products specifically undertake accurate traffic, and finally direct the direct diversion of electric goods to the live broadcast room, or recall the recommended crowd back to the live broadcast room through global promotion, so as to speed up the transaction transformation.

Two great efficiency values, activating the new path of seed harvest

With the diversification of media and the dusting of contacts, the synergy between different media contacts is becoming the focus of attention of brand merchants. From the link of "Star push search straight", it is not difficult to see that with a rich combination of products and contacts, huge engines have opened up the front link content recommendation and the back link business transformation, helping brands to truly achieve deterministic "species" and efficient "harvest", which also confirms the two key values of "Star push search straight": "improve recommendation efficiency" and "seed short chain integration".

In terms of improving the efficiency of recommendation, "Star push search straight" can choose to heat up the content of people or mass articles to speed up the crowd to break the circle. Verified by a large amount of engine data, the new A3 rate of quality articles is 1.8 times higher than that of non-articles, which means that the recommendation efficiency of quality articles is higher, and the dual advantages of overlaying grass-based access to large-scale access to A3 population and recommendation pass-bidding flexible purchase can help brand merchants to obtain A3 population more efficiently and realize large-scale recommendation.

In addition, in terms of contact performance, the post-viewing search rate of content hot push and star map contact is the highest. In conjunction with mounting small blue words, users will be inspired to have more search behavior, which can help increase the post-viewing search rate by 528% and reduce CPA3 by 56%, thus achieving recommended cost reduction and efficiency. During the 618 promotion period, a well-known food and beverage brand successfully accelerated the explosion of new products, significantly reduced CPA3, greatly increased the exposure click rate and conversion rate, and effectively promoted the search by nearly 20%. The transformation effect is remarkable.

In the aspect of integration of planting and harvesting short chains, the flow of A3 can be further accelerated and traffic coordination can be realized by searching series planting links. A huge amount of engine data shows that the specific exhibition rate of search products can be increased by 317% compared with natural search. With the precision of search products to undertake the introduction of recommended traffic, people who are recommended to enter the live broadcast room will be more willing and willing to buy. At the same time, the launch of products can also increase GMV by 28%, which has a higher conversion value.

From the point of view of the purchase conversion effect, the studio has the highest undertaking efficiency. The accumulated A3 crowd recommended in the previous order can effectively increase the turnover rate from A3 to A4 and assist in the outbreak of GMV in the live room through the special drainage of electric goods or the directional recall through the recommended flow model.

The riddle of Sea and Blue is one of the successful cases. Brands stimulate the search through Xingtu inscriptions / small blue words, and the search is effectively magnified by chase recommendation. Finally, the GMV increases by more than 5 times.

Four combinations of games to drive new business growth

"Star push and search straight" uses the global harvest and delivery link between huge star maps, heating tools, search, and live broadcast to help speed up the circulation of seed harvest. However, in the face of different marketing scenarios, how should brands flexibly match the product mix to release the best performance? In this regard, the massive engine provides the majority of brands with four link combinations to help brands with different demands to find their own business growth path in Douyin.

Star + push: on the one hand, it is suitable to maximize the efficiency of recommendation. When the new product is on the market, we can use the quality explosion text to overlay the grass-through-contract to assist in the search for new products and accelerate the promotion of new products; on the other hand, it also helps to find the optimal solution of CPA3. When the node is greatly promoted, we can use talent content to chase and bid, effectively reduce the cost of A3, assist the crowd to break the circle and business growth.

When the clothing brand ubras new products are listed on the market, through the recommended link of the quality articles and the contract, the CPA3 is reduced by 40%, the exposure conversion rate is greatly increased by 960%, and the recommended cost reduction is achieved. At the same time, the small blue words mounted on a large number of star map materials also effectively promote the search, and the average number of daily searches of the brand is 136% higher than that before the investment, speeding up the popularity of new products.

Star + push + search: the combination of "massive star map + content hot push" can effectively help search back. With the use of search products to accurately undertake "look after search" traffic and show live rooms and merchandise at the top of the search results page, it will not only help to enlarge the search for new products, but also help to promote the search for GMV and ROI.

The car brand Feifan Motors inspired the brand search through the star recommendation, and then used the search products to undertake the drainage, and finally obtained more than 600 million exposure during the listing period, the total assets of the brand population increased by 469% and the total assets of the A3 population increased by 2281%. The average number of daily searches increased by 730%, and the penetration rate of the TA population reached 22% after investment, realizing the overall improvement of delivery efficiency and population assets.

Star + push + straight: it is suitable for efficient recall of recommended people in scenarios such as the explosion of new products, cold start of new stores, and node promotion, which can effectively improve the proportion of viewers and transformations of recommended people in live rooms.

An international brand, through the continuous recommendation of a large number of star map content, and then equipped with small blue words to enhance the search mind after reading, small blue words contribute 80% of the search PV, achieving the effect of large-scale recommendation; by launching global promotion, the recall rate of star map crowd is increased by 50%. Finally, it is carried out efficiently in the live broadcast room, and the content of people and goods is highly consistent, which drives the daily broadcast GMV of the brand live broadcast room to increase by 353%.

Star + push + search + straight: star push to create popular style content, bless the brand exclusive small blue words, stimulate the search, search products go directly to the live studio series seed harvest, promote the recall and transformation of the recommended crowd in the live studio. This closely linked harvest link can effectively drive the launch of new products and business growth during the period of great promotion.

3C Brand Glory is closely linked with the "Star-push-search-straight" link to harvest, configure SOP with small blue words to increase the amount of search after video viewing, increase search transactions, and configure star map small blue words to increase the burst coefficient of search PV to continuously recommend, stimulate live room search, drive the positive growth of natural GPM and GMV, and increase brand search PV by 341%, driving the long-term transformation of business.

As a new strategic link launched by a huge number of engines, "Star push search straight" has 20 industries and nearly 100 customers to join it. In the future, massive engine will continue to join hands with brand merchants in various industries to explore new paths for full growth in order to better adapt to the rapidly changing market environment and stimulate unlimited possibilities for business growth.

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