From All Over China, The Luxury Brands Are Unable To Sit Still.

In early June of this year, the British luxury brand Burberry tried a different way of publicity on TikTok. Unlike the Gigi Hadid on the Instagram and other fashionable women in Burberry fashion photos, or the latest beauty of the bags and perfume, Burberry launched a challenge on TikTok - making "TB" and uploading video on behalf of Thomas Burberry interwoven logo.

TikTok users uploaded thirty thousand challenging videos in one week, and got 57 million playback volume, which made Burberry a real fire. In all the hot videos, Scotland red Simmy Landa has won nearly ten thousand compliment on the dance side compared with the gesture video. Although compared with the usual publicity activities, this time looks a bit silly, the traffic volume that Burberry obtains is real.

You may not respond to the name of TikTok at once. In fact, it is the most popular short video platform in China.

Jitter was introduced by Beijing byte jumping Technology Co., Ltd. in September 2016. Within one year, the number of users exceeded one hundred million, becoming the second ranked application in Apple China Mall and ranked first in video and photo applications.

According to QuestMobile data, in February 2019, the daily attendance of short video in mobile Internet has reached 12.3%, which has become the second major applications of mobile Internet. On the other hand, users' short video consumption habits become more diverse and three-dimensional, not only for viewing content, but also for recording, expressing, communicating, sharing and punching cards.

The reason why the jitter is so appealing is the unique content generation and user interaction. Jitter is a platform for group participation and word of mouth outbreak. It encourages interaction between users and users, between creators and fans. Users use the built-in special effects and music to record and upload 15 seconds of video on lip, dance or humorous sketches. The function of "sync" allows users to respond to another video with the screen effect, which makes them unable to extricate themselves from chattering.

There is constant innovation in the way of playing, which has been providing more possibilities for efficient interaction between brands and users. Users can not only praise, forward and comment on content, but also have the following modules: user attention, live broadcast, scan and add to the user interaction, and even more connections such as electronic commerce, storefront, POI (point of interest), small program, etc., that is to say, the conversion rate of short video content from grass to order has been greatly improved.

Fashion brands in China have already tried new marketing models on the jitter.

As early as November 2017, Michale Kors reached a cooperation with the jitter, and jointly organized the "city T station, not to challenge the challenge" theme contest. In just a week, it attracted over 30 thousand users to compete. The short video content of the competition won more than 200 million playgrounds and 8 million 500 thousand points.

In 2018, chattering officially began to support the main official account of the brand, giving blue V certification. Dior became the first luxury brand with blue V. In addition, the brand Adidas Neo of Adidas under the banner of Adidas officially launched its brand home page on vibrato in March last year, and launched a lot of vertical video for vibrato style. In a short span of a month, the total playback volume reached 150 million times, accumulating 1 million 215 thousand fans and 2 million 800 thousand interaction (focus + point + + Commentary).

The result is not surprising. According to data analysis firms Business of Apps, 66% of users are less than 30 years old. This is the fastest growing market for luxury goods.

According to McKinsey's "China luxury report 2019", the younger generation represented by "80 generation" and "90 generation" account for 43% and 28% of the total number of luxury buyers respectively. Luxury brands, from product development to spokesperson selection, to marketing, are trying to please young consumers.

Trembling has also explode overseas.

There is no tendency to stop chattering. In January this year, the number of vibrant users reached 500 million in China. At the same time, jitter has acquired more overseas young users by acquiring and absorbing Musical.ly. Data from research firm MoffettNathanson show that most countries with the most vibrant users are India, the United States, Turkey and Russia.

Vicky Banham, 21 years old, is a 1 million 300 thousand year old fan with a beautiful voice. She believes that young people are keen on rough shakes because they aim to create "funny and silly" content. In her video, Banham was smeared with cosmetics, dancing to the camera and making funny faces.

"Instagram has grown into a mature platform, but young users who tremble don't care about perfect pictures," Banham said. "Many photos on Instagram are P, the chest is fake, and the lips are fake. If you are only 13 years old, when you sit down, what you want is something that makes you happy. Jitter makes social media interesting again. You can enjoy other people's company here. "

"We have been paying attention to shaking, because it looks like it is just out of thin air," said Steven Tristan Young, chief marketing officer of Poshmark, an online secondhand trading company.

Poshmark's suggestion is that advertising on vibrato is different from traditional advertising.

So, Poshmark collected the content of their platform network red talking about its second-hand transaction application, and then made these contents into a less intentional advertisement. Young said the publicity was very successful, and the cost of downloading propaganda was lower than that in other social media.

Poshmark's voice account has not yet been released. But brands including Calvin Klein have been chattering and releasing videos.

Calvin Klein settled in February this year, and released a short video of Asap Rocky and Kendall Jenner wandering around the shop. In a later publicity campaign, the brand released a vibrato Video: Shawn Mendes introduced his music in Calvin Klein costume. By calculating the number of points, the number of hits and other interactive indicators, the user interaction rate of the video reaches 30%, setting the highest record of Calvin Klein.

With the help of jitter, this online campaign has gained the highest Internet browsing volume in Calvin Klein. Its user interaction rate is ten times that of the Justin Bieber endorsement in 2015.

"The low fidelity content of celebrities and net red seems to resonate with audiences," says Marie Gulin-Merle, chief marketing officer of Calvin Klein. "We think the future will be based on video."

Even the brand that has not yet been struck is popular in the platform. Although Louis Vuitton has not yet opened the voice account, the video with the #LouisVuitton tag has received 23 million playback.

Although no one will deny that there is a huge opportunity for branding to brand marketing, not all brands can grasp the skills of marketing. Traditional "blockbuster" or smashing money to find net red, the effect is often not ideal.

In July last year, Chanel did not even enter Tmall, and released 6 J12 watch videos on the jitter. With the old fashioned big advertising style, the average video received only 50 thousand points in a single video.

The 16 year old voice Madison Lewis said that the advertising effect is not the best. She attracted about 3000000 fans by dancing and funny videos (BoF's interview with Lewis got her mother's consent in advance).

"If you sell pillows in videos, no one will watch your video, because it doesn't fit the style of shaking," she said. "My fans commented that they liked my videos and music very much, and they wanted to interact with them instead of interacting with products."

It's not easy to earn money from user interaction.

Unlike other platforms, there is no function for fans and internet fans to cash in. Users can't click on the link or buy things in the application. (but they can buy virtual currency called "shake money", which is used to reward creators. According to Sensor Tower estimates, users have spent $97 million 400 thousand on chattering, including $9 million in May this year.

"In the face of a broader Burberry community, we do not always need to make rapid sales," a Burberry spokesman said. "This is a long-term strategy to make people understand what it means to belong to the Burberry community, because sense of belonging is very important."

A voice spokesman said: "trembling is focused on creating the best experience for users, and will focus on advertising opportunities in the future."

Trembling is growing pains as well. In February this year, because of violating the Children s Online Privacy Protection Act and illegally collecting data of users under 13 years old, the tremble was fined by US Federal Trade Commission (Federal Trade Commission) for $5 million 700 thousand, a record amount. Jitter recognized the existence of child safety issues last year and agreed to launch a more privacy protection application for young users.

There are also signs that the jitter intention is on an equal footing with the social media giant. In June of this year, during the Cannes Lions Festival, the tremble held a seminar on the theme of "subverting entertainment", chaired by two top trembling artists.

Thomas Rankin is the co-founder and CEO of Dash Hudson, a social media data analysis firms. He compared the jitter to the early Facebook and Instagram. At that time, the brands that tried to try these two unknown things had a huge investment return.

"Your content needs to cater to your target audience," he said. "But most importantly, you must have the spirit of entertainment. This is a decisive factor in whether a brand can succeed in its jitter. It is not entertaining to show the skirt. This kind of content will not help you much. " BOF Chavie Lieber Christina Yao