SHANGHAI, November 28, 2011 /PRNewswire-Asia/ -- A video called "The Rise of the Small Stock Investor" has exploded among Chinese internet users. The popularity of the video has even surpassed that of the famous Taiwanese talk show it is based on.
In fact, this video is the product of video marketing for Qianlong, a well-known stock software producer. The video is an effort to return Qianlong to its leading position experienced during its prime time 20 years ago. This video aims at attracting more attention to its stock software in the market, and thus rebuild its brand in the industry.
In recent years, social network marketing has caught plenty of attention from numerous domestic enterprises in China. Many companies have benefited from its profound effect of branding. "Video", "Microblog", "Mobility", and "Integrity" have become the 4 key words of Social network marketing. After the explosive popularity of microblogs in the first half year of 2011, Videos started to become the mainstream in social network marketing. "The Rise of the Small Stock Investor" is another successful example of social network marketing for brand communication.
The Rise of the Small Stock Investor: One Online Video Contributes To Miraculous Effect For Brand Communication
The video was initially forwarded between individuals at a great rate. This, in turn, caught the attention of Video Portals, resulting in another larger wave of forwarding. Due to the high circulation of the video among netizens, the number of free registrations for the software broke 10,000 in a very short time.
Why one Video has Such a Large Impact
It is widely believed that the video's popularity stems from its topical characters and events, which are conveyed skillfully through humor. The video covers ancient and modern subjects on a global scale, while seamlessly and naturally combining the content with the product information, making the video very attractive. Gaining high return with such low investment is the quintessence of marketing. Such video advertisement could even make competitors laugh, not to speak of Stock enthusiasts.
Trigger Media hot Exposure
This video first launched on Youku, a Chinese video portal website, and caught netizens' attention in a very short time. Youku placed this video on the Youku home page within the first three hours of the video being uploaded. As a result, it caught more groups' attention. Thereafter, various video portals started to reprint the video. Then, the video attracted lots of internet kudos, including various spoofs and interesting headlines. This resulted in the video's second round of spreading. The video has been called an "interactive connecter" among viewers. The most influential comprehensive forums (such as Maopu and Tianya), the Most influential social networks (such as Renren and Kaixin), Microblogs, and QQ have promoted this video, resulting in the video's large amount of media exposure.
Trigger Forwarding Between Netizens
Besides media reprinting, netizens forwarding the video to one another is another factor behind its popularity. Accordingly, brand communication has surged as well. Because of the video's creativity and humor, netizens forwarded it on famous SNS, such as Kaixin and Renren, and therefore, eventually viral marketing was realized.
Marketing Data
The marketing effect of the video for brand communication has been astonishing. Up until now, the video has been played for more than 1 million times. According to third detection party statistics, the accumulated exposure of the video has surpassed 10 million views through microblogs, Kaixin, Douban, and similar forums. This video has significantly contributed to the success of brand promotion.
There is another group of data catching people's eyes: more than 10 thousand appointments for the free stock software promoted in the video. The perfect combination of online brand communication and offline marketing promotion has made it a classic case of marketing.
The Spring for Video Marketing is Coming
The effect of video marketing became visible long ago. Domestic and overseas Internet giants routinely cooperate with video companies. Just in this month, Sohu and MSN signed a cooperation contract; in the last month, Tudou, one of the two giants of video portals in China, agreed to cooperated with Leguan, building a joint venture to better purchase and sell video copyrights. Furthermore, Renren acquired 56.com, a well-known video company. The thick and fast actions of internet giants further prove the future position of video marketing.
The spring for video marketing is coming. Liu Dele, the CFO of Youku, professed that the "Current period is the key time for Chinese enterprises to build their own brands. For the farsighted companies, making full use of traditional and new media to build brands could enable them to touch customers they could not touch before. Therefore, companies could have pioneer advantages when the economy starts to recover through the bottom of the crisis. Among all the media, video marketing could speak for itself."
Based on iResearch's third quarter report for online video core data, the Chinese third-quarter online video market increased by 30.9% compared to that of the second-quarter, and 96.7% on a year to year basis. The quarter market increases for the last three quarters were around 100% year to year. Industry insiders predict that video marketing will be the mainstream media when companies head to use social media marketing in the future.
Two Revelations for Video Marketing Battles
According to William Wang, a new media veteran and the creative director of Touchstone Management Consultant in Shanghai, it is no doubt that video marketing is the future trend in marketing. To better help enterprises use video marketing, a lot of experience, techniques and thinking need to be shared. Two revelations could be gained through the success of "The Rise of the Small Stock Investor" video marketing:
Wide use of Internet Language
Just in the early stages of social network marketing, there are many companies realizing the new media's importance in brand promotion and marketing. Accordingly, they tried a lot but have had disappointing results. Researchers point out that traditional companies adopt traditional ways to embed into the market when they are using new media technology. This will result in communication problems between companies and netizens. It is not peer to peer communication, but more like a top to down advertisement, resulting in ineffective brand communication.
In The Rise of the Small Stock Investor video, there are various examples of internet language. Topical people selected have significant sensation effect. Therefore, this video could easily recall the consonance of viewers, leading to easier communication between netizens and the company. Making video marketing content close to customers and bringing in internet characteristics are the basis for internet promotion.
Attitude of Amusement Comes First
Someone said that the world of internet should be filled with humor and recreation, indicating domestic netizens' amusing characteristics. The attitude of amusement coming first is getting stronger in the internet world. The promotion managers of many companies that use social network marketing are usually from traditional industries. It is hard for such people to fit in the spirited world of the internet. This is the major source for the situation where companies and netizens find themselves isolated from each other.
The "The Rise of the Small Stock Investor" video contains not only topical people such as Chen Guanxi, Obama, and Gaddafi, but also the classical roles from hot movies. In addition, it also embraces the controversial and recreational topic -- the Hollywood film 2012. All this content enriches the boring financial topic and converts it to a very entertaining one. Through connecting the essence behind the events, this video stimulates the interest of netizens and thus provides the real force for brand communication.
View the video, please visit: http://v.youku.com/v_show/id_XMzI0NTk1NjQw.html
