MCN, which mainly focuses on advertising monetization, may encounter a situation this year: the budget of the brand side is reduced, and advertising revenue will be affected. So how to maintain the scale of advertising business in the downturn of the general environment? In the process of deepening short videos and accelerating the verticalization of pan-entertainment, beauty content products with the most mature business models may be an export. Corresponding to the deepening process of content is the beauty industry that is on the rise. With the rapid growth of domestic brands such as Perfect Diary on Douyin and other short video platforms, the rising male consumers will inject fresh blood into the industry... The beauty industry means many possibilities for content creators.
In the beauty content marketing track, each content platform bears different marketing values. Cass data believes that Douyin is good telemarketing list at wide exposure, creating popularity through events and topic marketing, and cutting into the "herd mentality" and the release of the sense of participation. Influence; Kuaishou brings better conversion ability, and the strong appeal based on acquaintances and social networking has the upper hand in the sales link; Station B can influence users with high purchasing power through strong personality up owners, and achieve the effect of in-depth grass planting. This article will synthesize the "2019 Beauty Short Video KOL Marketing Report" released last week, observe the beauty content ecology of Bilibili, and discuss with you the opportunities and challenges of doing beauty UP at Bilibili.
Anti-"value black box", B station UP master data transparent est Makeup has become an inseparable part of the daily etiquette of contemporary young people, and appearance management means respect for each other. But for advertisers, they prefer the data presented by KOLs without any modification, maintaining the original ecology. So how much of the data of beauty short videos is "with makeup"? 86% of the beauty UP owners of station B have realized their profits through advertisements. What are the characteristics of those order-taking madmen? Cass Data "2019 Beauty Short Video KOL Marketing Report" We found that compared to Weibo and WeChat, nearly 70% of KOL data are in the "makeup" state.