进入2025年，抖音已不仅是娱乐平台，更是品牌营销和商业转化的核心阵地。如何在激烈的竞争中制定 有效的抖音推广策略，实现快速获客，并将宝贵的公域流量高效沉淀至私域，已成为所有商家和品牌方 关注的焦点。本文将为您揭示2025年抖音推广的核心秘籍，助您打通从曝光到私域的完整链路。 一、2025年抖音推广新趋势：品效协同与长效经营 展望2025年，抖音推广呈现以下关键趋势： 二、快速获客的抖音推广组合拳 1. KOL/KOC整合营销引爆声量： 1. 参与/发起热门挑战赛与话题营销： 品效协同是主流： 单纯追求短期转化或盲目追求品牌曝光都难以为继。成功的推广策略应兼顾品 牌建设与效果转化，通过优质内容占领用户心智，同时配合精准投放和转化路径设计，实现品效 合一。 内容营销深度化： 用户对广告的容忍度降低，对有价值、有创意的内容需求提升。品牌需将推广 信息巧妙融入高质量的短视频、直播、短剧等内容形式中，实现"润物细无声"的营销。 私域流量价值凸显： 公域获客成本持续上升，将抖音获取的用户沉淀到私域流量池（如微信群、 企业微信、品牌App等），进行深度运营和多次触达，是实现用户生命周期价值最大化、降低营 销成本的关键。 ...

Group 1: Advertising Market Overview - In 2024, the domestic advertising market increased by 1.6% year-on-year, maintaining reasonable fluctuations despite a slowdown in growth compared to the previous year [3] - The outdoor advertising market in China reached approximately 85.22 billion RMB in 2024, with a year-on-year growth of about 3.86% [3] - The market size of outdoor video advertising in 2024 was approximately 48.32 billion RMB, accounting for about 56.7% of the overall outdoor advertising market [3] - In Q1 2025, the domestic advertising market saw a slight decline of 0.4% year-on-year, with January showing a growth of 3.5% and February experiencing a drop of 6.7% due to the Spring Festival [4] Group 2: Company Performance - In 2024, the company achieved operating revenue of 12,262.10 million RMB, a 3.01% increase from the previous year [5] - The net profit attributable to shareholders was 5,155.39 million RMB, up 6.80% year-on-year [5] - In Q1 2025, the company reported operating revenue of 2,857.74 million RMB, a 4.70% increase compared to the same period last year [6] - The net profit attributable to shareholders in Q1 2025 was 1,135.17 million RMB, reflecting a 9.14% year-on-year growth [6] Group 3: Client Structure and Industry Trends - The largest client sector for the company in 2024 was daily consumer goods, contributing 58.76% of revenue from building media [7] - The company is focusing on expanding its client base in cosmetics, internet, cloud computing, artificial intelligence, and emerging brands [7] - In 2024, revenue from daily consumer goods clients in building media grew by 14.63%, significantly outpacing overall revenue growth [8] Group 4: Strategic Insights and Future Outlook - The company aims to enhance operational efficiency and resource allocation through acquisitions, such as the acquisition of New潮传媒 [10] - The company plans to continue its dual strategy of deepening domestic operations while expanding globally, targeting growth in overseas markets [13] - The company is committed to leveraging AI technology to improve client services and operational efficiency [14] - The proposed cash dividend for 2024 is approximately 4.766 billion RMB, representing about 92.45% of the net profit attributable to shareholders [15]

要实现户外广告"品效协同"的真正落地，品牌需要科学的评估体系支持。 凯度消费者指数推出 消费者媒介影响力之户外媒体LBS加强版 ，以运营商基站定位技术 为核心，结合跨渠道购买行为数据，为户外广告提供透明化评估： ● 地理围栏精准锁定曝光 ：基于广告点位划定地理围栏，实时捕捉目标人群的停留时长， 确保触达真实性。 ● 购买行为数据打通 ：通过加密设备号匹配户外广告（及跨媒体）曝光，并打通同源样本 的全渠道购买记录，在复杂的媒介接触中精准拆分不同广告的贡献。 ● 科学模型量化效果 ：聚焦渗透率、全渠道消费、新客占比等核心指标，直接关联户外广 告与品牌生意增长，为优化媒介组合提供科学依据。 1 . 真实触达，透明归因 中 国 媒 体 广 告 市 场 在 经 济 复 苏 和 技 术 创 新 的 推 动 下 ， 呈 现 稳 定 增 长 ， 广 告 触 点 也 日 益 复 杂。如何让广告的"品效协同"从理论走向实践，成为品牌亟待解决的课题之一。广告主对 户外广告的真实效果评估同样面临挑战： ● 数据割裂 ：曝光人群与购买转化人群难以匹配，无法还原从"看到广告"到"实际消费"的 真实链路。 ● 多触点干扰 ：消费者同时接触 ...