1. Why has "short video + music" become the universal formula for marketing?
Let's first look at such a set of numbers.
As of the end of December 2020, the scale of China's online music users was 658 million, and the scale of China's digital music industry was 66.4 billion. According to the "2021 China Music Marketing Development Research Report", among the top 10 songs on Douyin in 2020, Ah Jun's "Your Answer" was played more than 57.9 billion times a year, and Mengran's "Youth" was played nearly 55.8 billion times. Second, "Buttercup" from American producer Jack Stauber has an accumulated annual playback volume of nearly 35 billion times.
It can be seen that, on the one hand, China's music industry is gaining momentum and is in urgent need of continuous change and innovative development.
The emergence of short video platforms, with vision first, adds new ways of playing music, breaks the shackles of traditional media that no one cares about, and becomes a new channel for linking musicians and music users.
On the other hand, domestic music users have a strong acceptance and interactivity of "music + short video". Judging from the exponentially increased playback volume, users are very willing to actively join in the spread.
In addition, according to the "2020 China Online Music Industry Report", the younger generation, mainly those born in the 1980s and 1990s, is the mainstream consumer group in the music market.
At the same time, users' habit of paying for music content is developing. As of October 2020, there were over 70 million paying users of online music.
Among them, especially after the 90s and 95s, the music payment index is relatively high, and the preference of young people in music content provides a new field for brand marketing. Michelle Bingcheng, which became popular some time ago, is a music marketing template for the brand to become famous with "Qu".
With the brainwashing melody of "I love you, you love me", Mi Xue Bingcheng's songs are frequently on the Douyin hot search list, and the brand Blue V and many store numbers quickly become one of millions of fans, and the radiation ability is no less than the head KOC.
Based on this, music marketing gameplay may become a good medicine to clear the bottleneck of brand short video marketing content.
In terms of content, compared to TVCs that can't make a splash, or star marketing videos that only fans can be tempted by, the content of "music + short videos" can free up space for the national carnival.
With the help of imitative, replicable, and interactive features, it skillfully eliminates the superior brand image, anthropomorphizes the brand and communicates with users on an equal footing, and at the level of user cognition, it can increase brand friendliness.
In terms of communication, music, with its natural sense of trend and memory, is more in line with the distribution logic of short video platforms. Relying on high-quality music content, it can be closer to user preferences and gain more exposure for brands.
2. In the music marketing competition, what new ideas for brands to break the game?
For brands, if music is the fuel for telemarketing list marketing, a full-link and systematic marketing strategy is like a lead, detonating a higher volume for the brand and achieving a wider out-of-the-circle range.
1. Insight into the consumption trend of music content and create popular commercial songs on a large scale
In the past, we needed to obtain music information through TV stations, audio-visual stores, newspapers and magazines, but now we only need a mobile phone and a software. What is changing in tandem is the way we behave when we enjoy music.
On the Douyin short video platform, users contributed 5.2 billion music videos using Douyin within half a year, and the average number of views of music video bars was twice the average.
Since 2019, the Douyin platform has produced more than 100 national-level hit songs. Whether it's "Learn to Meow" with "Let's learn to meow together, meow meow meow meow together", or "The Wind Rises" with "I once turned my youth into her, and my fingertips popped into the midsummer", all of them have passed Massive second-generation content has landed on the hot list of major music platforms and satellite TV stages, and has caused many traffic stars to sing in the show.