The saying goes “ good products speak for themselves ”

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But in fact it is not the products themselves that can speak, but rather the “ content gene ” is injected into the product when it is conceived, that is, “ marketing is injected from the beginning of product research and development ” , so that the product can come with content marketing. This includes: product is visible, product is knowable, product is perceptible, product is transmittable, and product is performable. I call this the contentization of products. If we want to tell consumers how good a product is through social media marketing, we must first have a product story. Innovative product strength means that the product has a story to tell and can be used for dissemination and promotion.

Find the output point and provide social currency to consumers. To quote Professor Liang Ning : Consumers are willing to take selfies for you. Especially as digital media and social platforms have turned number library consumers ’ daily lives into a stage performance for self-display, consumption has also been given narrative significance by the new generation and is worthy of sharing. When your product / brand becomes the object of consumers’ self-display, most of the brand communication work and interactions are completed spontaneously by consumers. The most typical case is that pandas don’t take cake. Focusing on the birthday party scene, Panda Never Walks Cake uses " Panda Dancing " to provide users with a differentiated birthday service experience, breaking the cognition and creating a contrast that makes users' eyes bright. During the entire service experience iteration process.


They went through dozens of iterations from product research and development to game design. Each path was designed to provide users with materials for them to spread. In this way, a series of warm, fun and interesting visual elements were added to the videos and photos of users' Moments, Weibo and Tik Tok, minting social currency for users and bringing 100% spontaneous dissemination by users . Therefore, what Panda doesn't sell is not cakes, but a " happy life formula " full of ritual . And this process makes users feel very comfortable. It is not a traditional hard push, but a mutual achievement between you and me. Finally, let’s talk about sales. Solving user pain points and generating buzz for products are ultimately aimed at driving sales: sales volume is not the only indicator of a hit product, but it is the first one.