海外网红营销

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海外网红营销:如何打造适合东南亚市场的本地化红人内容?
Sou Hu Cai Jing· 2025-07-06 14:16
Core Insights - The article emphasizes the challenges brands face in Southeast Asia regarding influencer marketing, highlighting the need for localized content that resonates with diverse cultural and consumer behaviors in the region [1][7] Group 1: Content Localization - Brands must understand what Southeast Asian audiences are watching, believing in, and converting on, rather than just translating content into local languages [1][7] - Effective content in Southeast Asia is characterized by emotional resonance and a casual, relatable tone, rather than a focus on product specifications [2][4] Group 2: Influencer Selection - Influencers should prioritize a sense of everyday life and relatability over professionalism; audiences prefer influencers who appear accessible and genuine [4][7] - The authenticity of influencers is crucial, as overly polished or high-end presentations can alienate viewers [4] Group 3: Video Content Strategy - Video pacing should align with emotional transitions, suggesting a rhythm of 5 seconds per scene change and 15 seconds per emotional shift to maintain viewer engagement [5] - Content should avoid hard selling and instead focus on emotional or visual appeal to encourage continued viewing [5] Group 4: Language and Communication - Utilizing local languages or dialects in influencer content can significantly enhance trust and relatability among audiences [6] - Incorporating bilingual subtitles (e.g., English and local languages) is essential for broadening audience reach, with an emphasis on culturally sensitive translations rather than direct ones [6] Group 5: Strategic Approach - Successfully engaging with Southeast Asian markets requires a comprehensive understanding of audience emotions, preferences, and cultural contexts, rather than a simplistic approach of adding subtitles to existing content [7]
海外网红营销进化论:流量之外,生态为王
3 6 Ke· 2025-05-21 03:07
Group 1 - The Chinese government has approved the establishment of cross-border e-commerce comprehensive pilot zones in Hainan and 15 other cities, reflecting a strong expectation for the "buy global, sell global" strategy in cross-border e-commerce [1] - The industry is transitioning from rapid growth to refined operations, requiring brands to adapt their marketing strategies to overcome cultural differences and flow anxiety, moving from short-term sales to long-term ecological co-construction [1][4] - The global influencer e-commerce growth is slowing, with social media platforms stabilizing in daily active users, leading to increased competition for quality influencer resources [3][4] Group 2 - The cost of acquiring effective traffic is rising, with Facebook's CPM increasing from $8.70 to $9.45, while 60% of U.S. advertisers plan to cut ad spending due to tariff wars [4][6] - The influencer ecosystem is becoming polarized, with top influencers dominating the market, making it difficult for mid-tier and new influencers to gain exposure [3][6] - Brands need to innovate content and engage in the creative process to enhance the value of advertisements, as the Z generation prefers engaging and diverse content over low-quality ads [7][10] Group 3 - Successful case studies, such as realme's Mother's Day campaign in Brazil and Ramadan ads in Southeast Asia, demonstrate the importance of local cultural integration in marketing strategies [8][10] - Companies like BKK are building their own influencer ecosystems, collaborating with various tiers of influencers to create a long-term symbiotic relationship [10][11] - Localization in communication and team structure is crucial for cross-border e-commerce, requiring brands to understand local cultures and regulations [11][12] Group 4 - The future of overseas influencer marketing lies in deep cultural integration, precise matching of influencers and audiences, and continuous optimization of collaboration models [14] - The ability to build an ecological co-existence mechanism between brands and influencers will be a core competitive advantage for cross-border e-commerce in overseas markets [14]