insight into the psychology
Posted: Mon Dec 23, 2024 9:58 am
billion views on Xiaohongshu; Different from the content tonality of the Douyin platform, the content characteristics preferred by the Xiaohongshu platform are simple summaries, beautiful pictures, beautiful artistic conception, beautiful lifestyle, and style; Based on this and combined with brand elements, my team has output a large number of special forces popular destination travel guides, such as "Special Forces Tour Nanjing", "Special Forces Tour Sanya" and other special forces city travel guides; Secondly, combined with another hot topic at the time, "Zibo BBQ", we planned #Tongcheng helps special forces take down the topic of Zibo BBQ to further push the popularity to a new height; .
Content matrix construction In addition to the two japan cell number main positions of Xiaohongshu and Douyin, we have carried out synchronous topic follow-up on all media channels, including Weibo video account public account, etc. While building our own content, we actively incubate high-quality college student resources and continuously increase the number of high-quality content and reach the audience through content co-construction and brand placement to maximize the dissemination exposure; Through the laying of content and the support of media placement, this topic marketing has made Tongcheng Travel brand exposure exceed 100 million +, and the number of fans of Tongcheng Travel's new media platforms has increased by more than 10,000+; #Tongcheng helps special forces travel all over the country The creative activity has been on Weibo hot search, CCTV reported, financial magazine, China Business News and other mainstream media and won the "Best Innovation" marketing project in digital tourism in 2018; .
In addition to maximizing the external voice, how to guide traffic to the site for effective traffic conversion is also a core issue that my team needs to think about. We believe that the following two issues are key: The guidance link should be smooth to reduce loss and the brand should maintain consistency. The user's brand perception needs to be consistent when arriving at the site and received in the media segment; Based on these two cognitions, we use keyword call-end lifting and other methods (different media channels) to guide users to enter the main site and plan a separate receiving page for this part of the traffic to set up special interest points to receive this part of the traffic; Finally, through the direct entry conversion V reached tens of millions of new customer rate as high as above; the cost of new customers was reduced by more than and through monitoring the subsequent repurchase of this part of users, it was far higher than the average level of the market; Third, the organization guarantees that the entire project involves different functional positions such as content, delivery, activities, and new media, and involves different business lines such as air tickets, hotels, and scenic spots.
Content matrix construction In addition to the two japan cell number main positions of Xiaohongshu and Douyin, we have carried out synchronous topic follow-up on all media channels, including Weibo video account public account, etc. While building our own content, we actively incubate high-quality college student resources and continuously increase the number of high-quality content and reach the audience through content co-construction and brand placement to maximize the dissemination exposure; Through the laying of content and the support of media placement, this topic marketing has made Tongcheng Travel brand exposure exceed 100 million +, and the number of fans of Tongcheng Travel's new media platforms has increased by more than 10,000+; #Tongcheng helps special forces travel all over the country The creative activity has been on Weibo hot search, CCTV reported, financial magazine, China Business News and other mainstream media and won the "Best Innovation" marketing project in digital tourism in 2018; .
In addition to maximizing the external voice, how to guide traffic to the site for effective traffic conversion is also a core issue that my team needs to think about. We believe that the following two issues are key: The guidance link should be smooth to reduce loss and the brand should maintain consistency. The user's brand perception needs to be consistent when arriving at the site and received in the media segment; Based on these two cognitions, we use keyword call-end lifting and other methods (different media channels) to guide users to enter the main site and plan a separate receiving page for this part of the traffic to set up special interest points to receive this part of the traffic; Finally, through the direct entry conversion V reached tens of millions of new customer rate as high as above; the cost of new customers was reduced by more than and through monitoring the subsequent repurchase of this part of users, it was far higher than the average level of the market; Third, the organization guarantees that the entire project involves different functional positions such as content, delivery, activities, and new media, and involves different business lines such as air tickets, hotels, and scenic spots.