Deep Dive
What are the key trends in Chinese social media for 2024?
The key trends for 2024 include 'displacement,' 'convergence,' 'rationality,' and 'renewal.' Displacement refers to the shifting market shares among platforms, while convergence highlights the increasing similarity in platform functionalities. Rationality indicates a more data-driven approach to content and advertising, and renewal points to platforms like WeChat Video Channels experiencing significant growth.
Which social media platforms showed the most impressive performance in 2023?
Douyin (TikTok) maintained a stable and strong performance, especially in categories like youth education, lifestyle, and short dramas. Weibo remained a key platform for amplifying public events, while Xiaohongshu (Little Red Book) saw significant growth in user base and commercial potential. WeChat Video Channels also experienced notable growth, particularly among younger and middle-aged users.
What opportunities exist for creators and brands on social media platforms in 2024?
Creators should focus on producing high-quality, engaging content that can flow across multiple platforms. Brands need to adopt a more strategic approach, leveraging platform-specific tools and combining different content formats (e.g., short videos, live streams) to maximize reach and engagement. Both creators and brands should pay attention to the growing influence of mid-tier influencers, who are increasingly favored by advertisers.
What new content formats gained popularity in 2024?
Short dramas and Live2D dynamic images emerged as popular content formats in 2024. Short dramas, particularly in the fast-moving consumer goods (FMCG) and beauty sectors, saw significant advertiser interest. Live2D images on platforms like WeChat Moments brought a fresh, interactive element to social media content.
How are mid-tier influencers impacting the social media landscape in 2024?
Mid-tier influencers are experiencing significant growth, with their fan bases expanding rapidly. Advertisers are increasingly shifting budgets towards these influencers due to their cost-effectiveness and high engagement rates. This trend is reshaping the influencer marketing landscape, with mid-tier creators now accounting for a larger share of brand collaborations.
What are the income levels for social media creators in 2024?
Social media creators' incomes vary widely, with top-tier influencers earning millions annually, while smaller creators may earn only a few thousand. The income disparity is influenced by factors like content niche, platform, and advertiser demand. For example, automotive and tech influencers often command higher earnings due to the lucrative nature of their industries.
How has the role of social media in brand marketing evolved in 2024?
Social media has become a central component of brand marketing strategies, with content now accounting for a larger share of advertising budgets compared to traditional ads. Brands are increasingly focusing on platform-specific strategies, leveraging tools like short videos, live streams, and influencer collaborations to drive engagement and sales. The shift towards more data-driven and integrated campaigns reflects the growing sophistication of social media marketing.
What are the emerging roles in influencer marketing, such as KOC, KOS, and KOE?
Influencer marketing now includes roles like Key Opinion Consumers (KOC), Key Opinion Sales (KOS), and Key Opinion Employees (KOE). KOCs share their product experiences, KOS focus on sales-driven content, and KOEs represent employees promoting their companies. These roles allow brands to engage with audiences at different touchpoints, from product discovery to purchase, enhancing overall marketing effectiveness.
What challenges do content creators face with platform algorithms in 2024?
Content creators often struggle with the unpredictability of platform algorithms, which can impact visibility and engagement. While some creators focus on understanding and adapting to these algorithms, the most successful ones prioritize consistent, high-quality content creation. Platforms like Douyin and Xiaohongshu reward creators who produce original, engaging content, regardless of algorithmic changes.
How are brands leveraging social media to build long-term brand equity?
Brands are using social media to create lasting impressions by focusing on content that resonates emotionally with audiences. Platforms like Bilibili and Xiaohongshu are particularly effective for long-term brand building, as they allow for deeper storytelling and community engagement. Brands are also investing in data-driven strategies to track and optimize their social media efforts, ensuring sustained growth and brand loyalty.
- 社交媒体市场规模持续增长，但不同参与者份额发生变化
- 各大平台在功能和内容形式上趋同，例如短视频平台也增加了图文、直播等内容
- 平台数据分析能力增强，品牌投放决策更理性
- 视频号等新兴平台快速发展
Shownotes Transcript
快年底了，这意味着——很多品牌方开始要总结今年并规划明年的市场传播方向了，也意味着乙方的伙伴们要相应卷入各种命题的年度比稿了。当下的品牌传播离不开各大社交媒体平台，当下的比稿也往往基于品牌在社交媒体时代如何运作进行命题的。2024年的社交媒体发生了哪些改变？接下来有哪些趋势？很多人希望得到答案。
这期，我们请来了社交媒体专家、克劳锐负责人张宇彤，基于行业公立第三方身份，洞察内容价值与平台生态，为听友们提供多维度的行业分析。
嘉宾：
@张宇彤 社交媒体专家&「克劳锐」负责人
主播：
@Linda拿铁琳
@邪念扬Sean
剪辑：@丘丘
歌曲：🎵《Better Together》——Jack Johnson🎵
本期播客精彩内容——
03:00 概括2024年中国社交媒体的主要趋势关键词：位移、趋同、理性、新生
08:03 各家社交媒体表现（如微博、微信、抖音、小红书、视频号、B站等）
12:58 过去一年最亮眼表现的社媒？是抖音？是小红书？还是视频号？
16:59 平台留给创作者和品牌方还有哪些机会？
22:40 2024年有哪些新型内容获得了网民的认可？短剧？Live动图？
25:50 中长视频，被平台鼓励，也被更多人收藏和转发
30:51 内容创作者如何摆脱平台的算法束缚
34:33 坚持做好内容，能穿越周期，也能突破算法
37:51 科普各大平台头腰部KOL粉丝数
40:14 情怀、情感、情绪性内容，往往能「通杀」各个平台
40:41 广告主好像更喜欢投放中腰部KOL了
42:42 社交媒体的创作者的收入能有多少？高到千万级，低至几万
45:04 哪些内容创作者享受到了行业红利？数码宝贝们还能吃多久的汽车饭？
49:03 关于社交媒体的预算分配以及投放改变
54:33 KOB、KOC、KOL、KOE、KOS分别承担了哪些角色、如何更好应用
58:38 科技产业、汽车产业的KOE很适合来小宇宙做播客
1:03:35 社交媒体如何为品牌建立长期的心智
1:07:04 过去一年没有好的social 案例吗？这恰恰说明当下传播特色与困境
关于节目：
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