Hit the rhythm of new product launches and create brand characteristics with creative content｜Blue V research on digital 3C brands

In the fiercely competitive digital 3C market, brand blue V is becoming a key position in corporate marketing. Crawley's research report reveals how blue V can enhance brand influence and promote sales conversion through the strategy of combining creative content with new product launches.

Today, brand blue V has become an important window and channel for brand marketing.

According to the data, as of September 2024, the number of Douyin corporate Blue Vs exceeded 56,000. In 2023, the average reading volume of Weibo brand accounts increased by about 84%, and the average interaction volume increased by 126%.

Brands want to seize both the public and private domains, not only to obtain public domain traffic, but also to accumulate private domain users, hoping to build a business position through refined operations. In this process, Blue V not only needs daily brand exposure, but also shoulders the responsibility of product promotion and display, becoming an important online marketing channel for brands.

Take digital 3C brands as an example. As product updates and iterations become faster and faster, the social media marketing methods and entry points of digital 3C brands are becoming more and more diverse. In addition to cooperating with influencers, the forms and content of Blue Vs of various brands are becoming more and more "fancy", meeting the needs of differentiated brand communication.

By disassembling and analyzing the social operations of Blue V of digital 3C brands, Clour released the "Brand Blue V Social Operation Series Research Report - Digital 3C Edition", which provides insights into the rules and trends of Blue V operations from an industry perspective.

1. Overview of Digital 3C Blue V Social Operation

At present, the leading digital 3C brands have all entered the content platform. The number of fans of mobile phone and smart imaging related brands is better. At the launch of new products, the content volume and voice of brand Blue V will continue to increase.

At present, it has become a trend for digital 3C brands to release new products more than once a year. Blue V users have maintained a high level of enthusiasm and discussion for the release of flagship new products, and the topics mainly focus on appearance and functions.

In addition to standard content such as talking about products and selling points, the Blue V of digital 3C brands has begun to continuously innovate in content and form, meeting communication needs through short films, IP cross-border, user co-creation, etc., focusing on testing products, creating topics, and using endorsements to increase product awareness and realize the delivery of brand value.

Overall, the top brands in the digital 3C industry are mainly mobile phones and smart imaging brands, with the TOP10 brands accounting for more than 80%. Weibo and Douyin platforms are the platforms where brands focus their operations and layout.

At the same time, the brand's new product release rhythm has shifted from once a year to multiple releases a year, and the amount of Blue V content released has increased along with the release rhythm. The brand hopes to influence user decisions and further generate conversions.

2. Analysis of Digital 3C Blue V Social Operation

At present, the regular content of the digital 3C brand Blue V focuses on products, and the content is mainly divided into visual impact type, timely interaction type, practical planting type, professional evaluation type, and daily people-friendly type.

Digital 3C brand Blue V undertakes the triple functions of exposure, seeding and assisting conversion.

From the perspective of brand exposure, Blue V content stimulates users' emotional resonance through storytelling, enhances brand loyalty, showcases the brand's unique value and high-end image, and improves brand premium capabilities.

Brands often cooperate with popular IPs such as games and animations to highlight the functions and performance of products through customized short plays, event sponsorship, IP theme events, etc. Popular IPs often have a broad audience base and profound cultural heritage, and can attract the attention of a large number of interest circles and male user groups.

In addition, brand blue Vs often cooperate with celebrity IPs to showcase the fashion and image elements of products through endorsement product promotion videos. Celebrities have great influence and a large group of young fans, and brands can use the celebrity effect to convert fan groups into brand users.

When it comes to product recommendations, Blue V is responsible for accurately conveying product information and technical details, demonstrating the brand's professional strength. At the same time, it provides valuable usage suggestions and solutions based on the user's actual scenario needs, highlighting the product's innovations and differentiated advantages.

Hardcore reviews are a common form of content seeding used by brand Blue Vs. Different from conventional product usage scenarios or methods, this method can add novelty and creativity to stimulate interest.

At the same time, cross-border and IP cooperation can create products that bring their own topic traffic. At the same time, brands can leverage celebrities and KOLs to find the brand's hot spots, create a sense of "everyone is using it", and successfully attract user attention.

From the perspective of conversion, Blue V can help brands clearly display product prices and limited-time preferential welfare policies, prompting users to place orders as soon as possible, and use user cases and feedback for word-of-mouth marketing to expand sales. For example, publishing new product information, including product highlights, prices, pre-sale discounts, and detailed descriptions of special features, can attract traffic to the brand's sales live broadcast room.

Opening a live broadcast room on an official account can shorten the user conversion path and accelerate brand sales conversion to a certain extent.

Overall, the digital 3C brand Blue V content runs through the entire chain, aiming to deepen user brand awareness and shorten the conversion path. Digital 3C Blue V is also shifting towards a diversified role, striving for integrated brand, effect and marketing operations.

3. Analysis of representative Blue V operation cases

Clour analyzes the business conditions of Blue Vs of Huawei, vivo, and Insta360, and uses representative cases to gain insights into the development of Blue Vs. Douyin is the main communication platform for Huawei's brand, exporting brand influence with daily original content.

At present, the total number of Huawei brand Blue V fans is 30.126 million, the total number of works from June 2023 to June 2024 is 1,985, and the total number of interactions has reached 9.298 million. In terms of content, Huawei Blue V will release information about new products, including product pictures, specifications, function highlights, etc., and will also promote corporate culture and values.

In addition, the latest research and development results and technical analysis in the fields of communication technology, artificial intelligence, smart hardware, etc. are also part of the content, attracting user attention through professionalism and technical strength.

vivo has chosen Douyin and Weibo as the main platforms for brand communication, with a total number of fans reaching 43.31 million, a total number of works from June 2023 to June 2024 of 1,861, and a total interaction volume of 20.6 million.

In addition to regular new product launches, brands will release fun videos, creative short films, music and dance and other well-made content shot with brand products on Douyin to show the powerful functionality of the products and enhance brand awareness and favorability. On Weibo, brands mainly organize online and offline activities to give full play to the social advantages of Weibo.

Bilibili is the main communication platform of Insta36. The brand tone is consistent with the user portrait of the platform. The current total number of fans is 3.29 million. The total number of works from June 2023 to June 2024 is 1,162, and the total number of interactions is 5.998 million.

Insta36 uses videos or pictures on Bilibili to introduce in detail the functions, performance, and usage methods of Insta360's panoramic cameras and other products, and often cooperates with up-loaders to jointly create videos, hold photography competitions, etc.

At the same time, Brand Blue V will share the wonderful moments and touching stories captured by users when using Insta360 products, and show how users can use Insta360's panoramic camera for creative shooting, thereby demonstrating the diversity and playability of the product.

It is not difficult to find out from the cases that the standard content of the digital 3C Blue V is to talk about the product, aiming to broaden the audience circle and increase brand exposure.

In view of its own differentiated style, Brand Blue V constructs a creative content perspective that matches the brand by over-matching content. While improving the quality of the content, it also conveys the brand's value and interest.