Differentiate online content forms and choose appropriate growth methods

There are many forms of online marketing content, including pictures, short videos, live broadcasts, etc. How can we use the characteristics of these content forms to better promote user growth? This article analyzes the characteristics of various online content forms and distinguishes their value. I hope it will be helpful for you who want to achieve user growth.

I was surprised to find that the number of readers of my public account has dropped to 2,000. A year ago, the number was 10,000.

Maybe the subject matter is not attractive, or more likely, fewer people are reading the text.

Our attention is taken away by short videos and live broadcasts, which are more stimulating and more attractive. They fill the time gaps anytime and anywhere, killing time.

There is less time and the calm state of mind is gone, so no one reads the text anymore.

Thinking of this, I realized that it is necessary to talk about different content forms and their characteristics. We can choose the appropriate growth method according to our own situation.

Transition with a nonsense sentence.

Offline traffic is not only expensive, but also a stock market, making it difficult to acquire customers. Therefore, entrepreneurs focus on online growth channels.

What content should be produced?

Are everyone following the crowd and doing live streaming to sell goods?

The threshold for Douyin advertising and supply chain is so high, can you pass it? Can you adapt to Kuaishou's family strategy and sinking market?

A few people can, but most can't.

This article discusses different content forms, what are the characteristics of pictures, texts, short videos, live broadcasts, and podcasts, and what strategies are suitable for them.

1. Picture and text: value

The consumption scale of declining content is definitely decreasing. Not only are online graphics and texts no longer popular, but fewer people are reading books. If you don’t believe me, just remove the sales of children’s books and teaching aids and you will know the trend.

Although small in scale, it still survives in the market, which means its quality is higher.

Consumers who view graphic and text content have a higher individual value.

It is reflected in two aspects:

1. A part of the brand’s media budget is spent on graphic and text content.

This is also the reason why every vertical industry currently has a TOP media, which can survive even though the data is not high.

2. ToB and ToBoss are valuable.

In the B-side industry, general content cannot make a breakthrough. Only in-depth and focused content is the right form of presentation. Graphic content meets this feature.

The same goes for ToBoss. The Boss pays attention to the industry and circle, which of course will affect where he spends his money.

2. Live broadcast: influence

Live streaming is instant content, which is explosive and contagious. It can be used to create brand influence and is also suitable for sales.

1. Live streaming is influential

Han Xu will tell you, "I will be live streaming at 10 o'clock tonight, remember to watch it." But he won't tell you, "I will post a video or an article at 10 o'clock tonight."

The former is considered an event, or even an activity, and is worth talking about. But it is strange to talk about the latter as an event.

It will be easier to understand if we change the scene.

When I was a kid, I would always ask my dad if it was a live broadcast or a replay when I watched a game on TV. If it was a live broadcast, I would pay attention and watch it. If it was a replay, even if I had never seen it, I would not want to watch it again.

Nowadays, when we watch football, no one watches the recorded broadcast. We either watch the live broadcast or the goal highlights.

From this scenario, we can see the value of instant content. People will think that this is something influential and worth spending time to consume.

2. Live streaming is suitable for sales

The appeal of live broadcast is particularly suitable for sales. The high-frequency information impact and the sense of intimacy brought by the anchor will stimulate consumers' desire to buy.

There was a similar form before, which was TV shopping. The principle was the same, but live streaming stores were more convenient and orders could be placed with just a few clicks.

3. Video: Reach

Since live streaming is so important, does that mean short videos are of little value?

For example, if you live stream a show and get 10,000 views, that’s a pretty good result. But if you post a few videos a week, it’s easy to get over 10,000 views.

For the same account, the number of short videos is definitely greater than that of live broadcasts.

Therefore, the value of short videos lies in reach.

High-frequency, multiple, and continuous user contact can increase the number of followers for the account. It can continuously consolidate the IP image and even attract traffic to the live broadcast.

Podcast: Infiltration

Podcasts are definitely a niche content format. Not to mention people far away, there are many people around me who don’t listen to podcasts at all, and don’t even know what they are or where to listen to them.

But this does not affect the value of podcasts, which is long-term companionship.

Just imagine, I am always nagging in your ear, expressing my opinions. After several or even dozens of issues, I am accompanying you for dozens of hours.

These long periods of companionship will bring very powerful penetration.

Whether it’s my point of view, the product I want to sell, or the IP I want to establish, it will get into your heart and it will be difficult to erase.

That's all.

This article cannot completely solve the problem, and it does not even provide a complete idea. But I think entrepreneurs need to have a deeper understanding of the online content format before making decisions.

Author: Han Xu

Source: WeChat public account "Operation Dog Work Diary (ID: yunyingriji)"