抖音、小红书、微博都在玩的 “活人感”，藏着品牌破圈的秘诀？

Core Concept - The concept of "human touch" is gaining popularity on social media platforms like Douyin, Xiaohongshu, and Weibo, emphasizing the value of authentic and relatable content in a fast-paced, content-saturated environment [1][8][23] Group 1: Definition and Characteristics of "Human Touch" - "Human touch" can be defined as high-energy content that breaks away from polished personas to showcase authenticity [1][3] - It includes emotional storytelling and relatable scenarios that resonate with users, such as the portrayal of everyday struggles faced by workers [5][8] - The trend reflects a shift from abstract brand messaging to more tangible, relatable content that connects with audiences on a personal level [9][13] Group 2: Impact on Marketing and Branding - Brands are increasingly favoring influencers and celebrities who embody "human touch," as they resonate more with consumers than traditional high-end representations [9][14] - Successful marketing campaigns leverage relatable figures, like the endorsement of a cocktail brand by a celebrity known for their approachable persona, enhancing brand recognition [11][13] - The rise of "human touch" marketing is evident in brands engaging directly with consumers through relatable content, breaking down barriers and fostering a sense of community [18][19] Group 3: Role of Social Media Platforms - Social media platforms play a crucial role in amplifying "human touch" content, facilitating connections between brands and users [19][21] - Platforms like Xiaohongshu and Douyin are becoming trendsetters, using vibrant visuals and relatable narratives to engage younger audiences [21][22] - The dual role of platforms as both trend observers and creators helps to enhance user engagement and brand loyalty by making users feel seen and valued [21][22]