"Three Trends" Reshape Marketing ...

QuestMobile data shows that in response to the rising popularity of the Spring Festival holiday, the popularity of Valentine's Day in 2023 has recently risen sharply, and the attention of male users has increased by 5.9% year-on-year. Users under the age of 30 and users in first-and second-tier cities increased by 13.5% and 8.0% respectively. At the same time, the creative enthusiasm of users of Little Red Book and Tik Tok platform began to climb from the end of 1, accounting for 47.6% and 40.4% of the new creative content related to Valentine's Day respectively. Keywords such as roses, chocolates, cakes, perfume make-up, accessories and ornaments, lovers' handprints, photo frames, etc. have become "the king of content marketing"! Generally speaking, with the rise of young users, there have been three major changes in this year's Valentine's Day content marketing trend: First, the multi-dimensional cross-borrowing trend of the community is obvious, and Valentine's Day marketing has leapfrogged from "lovers" groups to sub-groups such as "caring for themselves", "caring for parents", "caring for girlfriends", "caring for pets" and "caring for boyfriends"; Secondly, form a differentiated marketing model of different platforms. For example, Tik Tok, which focuses on short videos, focuses on the sense of movement and ceremony, while Xiaohongshu focuses on creating "emotional topics" and promoting "brand customization"; Third, people's interest preferences are obviously younger, with fashion, photography, music and games ranking in the top four, with penetration rates reaching 68.5%, 65.7%, 54.5% and 52.5% respectively. For brands, three major content marketing trends are reshaping the birth of marketing hotspots. From the early "warm-up period" of UGC and PGC to the "promotion of purchase" on the last day, manufacturing staged hotspots has become the object sought after by various brands. Among them, the field of "make-up" closely related to young people has been blood shed. For example, 47.4% of Xiaohongshu's business notes are beauty. Might as well read the report. First, the boundaries of Valentine's Day gift-giving objects have been broadened, which is no longer just a unique festival for couples, but also an opportunity for consumers to pamper themselves, their loved ones and their pets. 1. After the Spring Festival holiday, the topic potential of Valentine's Day has been amplified, and the discussion of new media on Valentine's Day in 2023 has warmed up, and the creative enthusiasm of users on the platform of Little Red Book and Tik Tok has been rising. 2. Holiday gift giving is still the main way of Valentine's Day, and roses, chocolates and cakes are the standard of Valentine's Day atmosphere. Gifts such as perfume make-up, accessories and ornaments, couples' handprints and photo frames are also often mentioned. 3. The gift giver jumps out of the mindset. Valentine's Day is not only a festival for lovers to express their love, but also an opportunity for consumers to love themselves and their relatives and friends. In addition, with the rise of pet economy, "Pet Valentine's Day" has become a fashionable way for young people to celebrate festivals. 4. The content of different content platforms is very different. For example, users of Tik Tok platform mainly focus on "Valentine's Day gifts", emphasizing the sense of care and ceremony, while Xiaohongshu platform publishes more "brand customization" Valentine's Day topics and platform topics to promote users' consumption in the platform ecology. QuestMobile data shows that the most popular Valentine's Day gift recipients on Tik Tok platform are still lovers, and the number of topics about giving gifts to girlfriends is 2.5 times that of giving gifts to boyfriends. However, it is undeniable that giving gifts to boyfriends, like giving gifts to girlfriends, is becoming a hot topic of public discussion, which shows the concern for men's holiday needs. 5. Industry brands related to Valentine's Day, such as beauty, food, personal care appliances, gold jewelry, etc. Use Valentine's Day to gain greater exposure, and at the same time interact with users through holiday topics to promote product sales transformation. 6. From the content audience of Valentine's Day, compared with Valentine's Day in 2022, the proportion of male users in the content audience before Valentine's Day in 2023 is higher, while the proportion of young users under the age of 30 is increasing. It shows that young users are more sensitive to "festival economy" and "sense of ceremony". 7. In addition, in the early stage of Valentine's Day in 2023, the content audience was more concentrated in first-and second-tier cities than in 2022, and the proportion of people with high online spending power also increased. 8. In terms of interest preference, the content audience in the pre-Valentine's Day in 2023 showed typical characteristics of young users, and their preference for animation, photography and food was remarkable. Compared with the content audience in 2022, the penetration rate of photos and fashion interest of the content audience in Valentine's Day in 2023 was higher. 9. In terms of users' attention to Valentine's Day-related products in 2023, the attention of Lancome, Coffey and Dove brands is significantly higher than that of the whole network, which is also related to the high amount of Valentine's Day-related content of the three brands, which reflects the successful guidance of marketing to sales transformation. Second, the beauty brand is leading in Valentine's Day marketing, and the middle waist KOL is favored by brand cooperation. Moreover, brands are paying more and more attention to the sub-scene of giving a boyfriend a gift in the content. 1. The warm-up period of Valentine's Day marketing focuses on planting grass and UGC and PGC content. It is expected that the marketing activities will focus on the holiday week, emphasizing the promotion of users' purchase and conversion. 2. During the warm-up period of Valentine's Day, brands began to advertise one after another, and the budget was focused on customized/limited products for Valentine's Day. 3. Pre-brand marketing is more focused on soft and wide delivery. Valentine's Day is a battleground for major beauty brands to play holiday marketing. More than half of Xiaohongshu's business notes are beauty content, and the top of the business notes mentions that nine brands are beauty brands. 4. From the perspective of investment amount, the commercial investment of international beauty brands is "spending money like water", and European and American brands represented by Lancome are the strongest, and there are many perfume brands; However, from the perspective of interactive performance, domestic brands Kazilan and men's skin care brands are also in the forefront. 5. Mid-waist KOL has become a brand cooperation red man with high cost performance. More than 90% of Little Red Book Valentine's Day business notes are published by KOL with less than 500,000 fans, among which 10- 1 10,000 fans have the best interactive performance. 6. It is worth noting that the hot words and contents related to giving gifts to boyfriends are paid more and more attention by brands, which reflects the expansion and cultivation of brands in gift-giving crowds and commodity use scenarios in recent years. 7. In addition to the marketing level, major brands have also launched customized and limited gift boxes/products. Products are mainly related to Valentine's Day from the aspects of design, product packaging and product name, catering to users' pursuit of "ritual sense" of the festival. All walks of life are scrambling to make use of Valentine's Day. Romantic economy not only promotes the consumption of gifts, but also promotes the consumption of 1 holiday scenes. Brands compete to use Valentine's Day marketing to launch gifts related to Valentine's Day. Tik Tok channel is among the best in beauty, food and beverage sales, and relatively expensive watch accessories are also among the best; In addition, the customer unit price of subdivided categories is generally higher than 100 yuan. 2. The success of Valentine's Day marketing has promoted the efficient transformation of the brand. For example, the sales of brands such as Estee Lauder, Saint Laurent and Givenchy on Tik Tok Channel are expected to increase around Valentine's Day, and Valentine's Day-related gifts will affect the best-selling list. 3. Valentine's Day package products have become an important means for brands to increase the unit price of customers, and most of the top sales are package product combinations. In addition, live broadcast on Tik Tok channel is still an important way to convert orders. 4. Marketing cycle promotion of Valentine's Day items, especially Valentine's Day nodes. At the beginning of February, under the promotion of advertisements and the special live broadcast of Valentine's Day by the brand, the sales of Saint Laurent and Estee Lauder's Valentine's Day limited gift boxes increased significantly. As an important dating scene for couples, Valentine's Day has promoted the recovery of the movie market to a certain extent. The number of movies released in the week of Valentine's Day has reached a recent peak, which is expected to drive a substantial increase in box office. 6. In order to cater to the approach of Valentine's Day, more people want to watch it before the release. 7. Flowers are another standard for couples to celebrate the holidays. Under the background of the rise of new media platform e-commerce, short video platform ordering flowers and giving gifts has gradually become the norm, and holiday sales often reach a small peak. It is predicted that the sales of flowers on Valentine's Day will be equally impressive. 8. Flowers in emerging e-commerce platforms are mostly sold by live broadcast, and nearly 80% of sales are contributed by live broadcast sales. Flowers in the price range of 20-50 yuan and 100-300 yuan are the best sellers. 9. In addition to the live broadcast, the content platform is also keen on the group purchase video promotion of flowers, and the group purchase marketing of flowers is also based on romance and ceremony. Flowers are gradually infiltrating into the local life group buying section of Tik Tok platform; Most of the trade names of hot-selling flowers indicate the gift recipients. It is worth noting that some flower products are related to current hot words, such as the Year of the Rabbit and the hit drama Pinellia ternata.