Interesting and good-looking is king──Hand-drawn style content marketing is the rule
After being busy at work, I can often see hand-drawn Internet joke comics forwarded by my friends in the LINE group, so that everyone can relax and relax. These beautiful and interesting hand-drawn comics are usually the works of Banai Shunzi.
In the general circle of friends, the content that people will forward through LINE or share on Facebook must usually have characteristics such as “interesting”, “good-looking”, “succinct and powerful”, “direct/without thinking”, etc. Yanai Shunko’s hand-drawn comics cover all the above factors of contagion, so they can be seen and continuously forwarded in groups of friends or family members from time to time.
Yanai Shunzi’s Facebook fan page is followed by 460,000 people
In the past, most online jokes were circulated in the form of text, and later evolved into handwritten text style (such as the handwritten online joke of [Fountain Pen Lemmings Company] (https://www.facebook.com/groups/676899475660255/)). Yanai Shunko further evolved into a presentation style of hand-drawn characters and handwritten POP text, becoming an image content with a high repost rate. As a result, he became famous and became an Internet celebrity that many media rushed to report on.
Use your own content to generate attraction, and use your own content to generate push.
Banai Shunzi’s Facebook fan page has more than 460,000 followers, but Weibo has only over 2,700 fans, showing that its main business is still in Taiwan. Although he only posts on his fan page and not on an exclusive website, he continues to operate at a rate of one to two hand-drawn comic posts per day without interruption. As a result, he has accumulated a large number of fans and reposts, forming the core foundation of self-media.
Because it has a large number of fans and the rate of image reposting, it will naturally be regarded by manufacturers as an important new way to promote products. From health foods and shampoos to high-tech foreign companies, they all try to promote their products or services to target audiences through Yanai Shunzi’s hand-drawn comics and text.
[
](https://www.facebook.com/banai.shunz/p hotos/a.1379528152288696.1073741829.1374600242781487/2041786522729519/?type=3&theater)
Shampoo hand drawn cartoon advertisement
Banai Shunzi not only posts professional cartoons on the fan page, but also responds to fans’ requests [gifting hand-drawn photos] (https://www.facebook.com/banai.shunz/photos/a.137 4600599448118.1073741827.1374600242781487/2044503129124525/?type=3&theater) services as a way to encourage users to respond to actions (call-to-action, CTA). Take a proactive approach to increase fans’ response posts and improve the reading rate and response rate of industry comics.
[
](https://www.facebook.com/banai.shunz/p hotos/a.1374600599448118.1073741827.1374600242781487/2044503129124525/?type=3&theater)
In response to fans of the manga, Yanai Shunko gave away a hand-drawn version of the photo.
Learning: Enterprise technology is not easy to get to the point, and responding to actions still requires effort
Although hand-drawn cartoons are also used to communicate with the target audience, there is still a gap that is not easy to close in promoting two different types of products: business use (B2B) and consumer use (B2C). The characteristics of general consumer products are easier for consumers to understand and the entry barrier is not high (for example, conditioner can make your hair soft and shiny), making it easier for Yamai Shunzi to describe it.
Most of the products or services used by enterprises are aimed at professionals, so they are full of jargon and require complicated background knowledge. People who know it will know what it is talking about when they see the English abbreviation. People who don’t understand can only ask “Can this be eaten?” Presenting hand-drawn comics poses a huge challenge due to the inherent lack of background expertise among readers.
Take IBM’s two industry comics as an example. One talks about Disaster Recovery (DR) and the other talks about IT as a Service (ITaaS). These two professional information management services used by enterprises, if they are not directly related to the enterprise information department or information service provider personnel, most people will probably be confused when they see the abbreviation; no matter how good the description of the painting is, they will only have a little understanding and cannot immediately think of anything to do with them.
[
](https://www.facebook.com/banai.shunz/p hotos/a.1379528152288696.1073741829.1374600242781487/1976165372624968/?type=3&theater)
IBM’s disaster recovery (DR) industry comic strip is easily recognized by most information professionals, but ordinary consumers should only notice IBM’s corporate logo.
Furthermore, even if you spend a lot of time explaining this technology, how to emphasize how IBM’s service is different from other competing vendors is another level of difficult presentation skills. I believe that Yanai Shunzi should have communicated with the original factory’s marketing and technical staff many times to simplify the presentation of the later industry-produced comics, which is already a very difficult task. To generate the same reposting rate as hand-drawn online jokes would be a very challenging marketing task.
[
](https://www.facebook.com/banai.shunz/p hotos/a.1379528152288696.1073741829.1374600242781487/1988354241406081/?type=3&theater)
Hybrid cloud? Digital transformation? IT as a service? These terms that are familiar to information professionals are as difficult to understand as a bible for ordinary people, and it is not easy to associate them with 3-point sugar and “cross-departmental digital transformation”
Another pity is that the CTA that comes with these two industry comics is directly connected to IBM’s corresponding service official website page, and there is no corresponding response to the content of the hand-drawn comics. On the official website, there are no obvious instructions to tell interested netizens what response actions they should take; therefore, netizens may simply close the official website page and read other interesting information.
After the audience is interested in clicking the hyperlink, a corresponding web page should also be designed to receive responses. After the link is made, you can immediately see the action of the original factory guide, attracting netizens to request relevant service description information; or encourage netizens to leave contact information, so that business personnel can follow up, so that the function of professional comics can be maximized.
Image source: Pixabay, Banai Shunzi Facebook fan page
Further reading
- Experiences from the 1st Content Hacking Lecture (CHL1)─Only by continuously cultivating content can we establish influence
- 9 Major Trends in Content Marketing in 2018──Summary Sharing of the 1st Content Hacking Lecture (CHL1)
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Deconstructing previous experience and becoming your own editor-in-chief
📖 深入探索相關主題
