Video Marketing Observation: Watch Pinkoi play with content marketing from YouTubers’ 2017 Christmas gift exchange event
This article The author Lin Junhui has ten years of 3C channel retail experience in his career. He currently works for a foreign company and is responsible for the home appliance sales business. After long-term reading and self-study through online communities (PTT, Mobile01, Facebook, etc.), I consciously delved into the content to help shape my personal brand, so I started writing a blog in 2016 to express my personal views. Thank you for the permission to reprint, hereby thank you.
At the end of each year, everyone is accustomed to celebrating Christmas through the ceremony of exchanging gifts. The most eye-catching Christmas gift exchange event in 2017 must be the communication between YouTubers!
There is no doubt that Christmas, which falls on December 25 every year, is one of the annual events that major retail channels cannot miss. Many marketing activities will carry out overwhelming publicity for this festival.
Use a content calendar to plan publishing times in advance
In previous years, many manufacturers mostly only produced short films that fit the occasion, but this year I noticed something different on YouTube! It is not difficult to find that some videos of Christmas gift exchange activities are led by the same e-commerce company and invite major YouTubers to record them. These YouTubers can be divided into two groups, and I will help you sort out the members.
This series of videos was planned and produced by Pinkoi, a shopping website that allows design creators to list their products. Judging from the release time of the two series of videos, it is 9 to 11 days before Christmas this year.
first group
Sunday 389,000 subscriptions Video length: 4 minutes and 55 seconds
Video published: December 15, 2017
[Sunday] Super enjoyable YouTuber Christmas gift exchange feat. Lin Chen / Xing Pei / Walking Pain
Lin Chen Subscribed 281,000 Video length: 12 minutes and 01 seconds
Video published: December 15, 2017
Christmas gift exchange for schizophrenia! ! feat. Xingpei x Sunday x Walking Pain
Xingpei subscribes 498,000 Video length: 8 minutes and 14 seconds
Video published: December 15, 2017
Gift… For your sister [Jasper Xingpei] Ft. Lin Chen x Sunday x Walking Pain
Pain while walking 61,000 subscribers Video length: 3 minutes and 19 seconds
Video published: December 15, 2017
【Pain when walking】Don’t exchange gifts to diss each other! ft. Lin Chen x Sunday x Xingpei
Group 2
Guji 112,000 subscribers Video length: 6 minutes and 47 seconds
Video published: December 13, 2017
[Guji] Christmas Gift Exchange Conference: Gift Climbing the Wall 42nd Birthday
Huang Daqian Subscribed 374,000 Video length: 8 minutes and 49 seconds
Video published: December 13, 2017
Marginal people’s first time, Christmas gift exchange meeting!! feat. Guji, One Plus One, Meg Lu
One Plus One 191,000 subscribers Video length: 6 minutes and 53 seconds
Video published: December 13, 2017
Meg Lu Subscribed 220,000 Video length: 12 minutes and 6 seconds
Video published: December 13, 2017
Christmas gift exchange🎄Handsome guy broke into my room! feat.Huang Daqian, one plus one, Guji
You may be wondering, why do I need to specifically note the release date of the video? This is because my colleague just exchanged gifts with his college classmates. From the concept of content hacker, all content marketing can be set up in advance. Judging from the release time of this series of videos, we can understand that they were pre-planned.
Based on my personal experience, my colleagues had already chosen the gifts in advance when these videos were planned to be released, and completed the event on the evening of December 15th. I still remember that around December 8, a friend posted an update on Facebook, saying bluntly, “If this is an insincere gift exchange event, please don’t invite me”!
Over the years, I have often seen many units holding gift exchange activities. If my impression is correct, I started exchanging Christmas gifts about 10 years ago! Although receiving gifts should be a happy and joyful thing, some people gradually feel that this event is like a “trick contest” and is not a fun time to get together.
As far as I am concerned, the products on the Pinkoi platform are very well designed and are very suitable for high-quality gift exchange activities. This series of videos shot by YouTubers also gives the audience a clearer idea of what kind of products they can find on Pinkoi.
Learning: If you want to cooperate with promotions, the timing of video marketing must be accurate
If we look at it from the perspective of marketing time, there is obviously a clear flaw in this series of videos, that is, the release time seems to be a bit late. For online orders of designed products, it takes approximately 7 to 14 days from ordering to receiving the goods. Even if you decide to choose a product from the moment you see the video and place an order quickly - there is a chance that it will not arrive before December 25th. Not to mention, there are examples of my colleagues who will carry out activities 1 to 2 weeks in advance.
If you see this series of videos at this time and plan to order it, when you search for Pinkoi on Google, you will see the following picture:
[
Pinkoi has fast arrival!
But after clicking in, we can find:
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFouJdPf8i1MljhK6xY aAsYlVe4o6uXKlyQa7KNis8CpDt6jEM48bZkV0KpIOdP6lMGWgfD3Iny-IjBgDP2Qg_s99Z-e8FHgcrrxe nIP-ZOSNo2VlLBcgGeE2ueg8Hb9jvy4DtAIokdRCx/s1600/%25E8%259E%25A2%25E5%25B9%2595%25 E5%25BF%25AB%25E7%2585%25A7+2017-12-18+%25E4%25B8%258B%25E5%258D%258810.21.51.png)
The parts framed in red can only be seen in one of the videos, and they are products that interest me. Then click in and take a look, and you will find:
[
](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhevJFZcpNGEMFgKGfo9 u8G5Wko5rhqHR6YNwZcmvM1PmSTXkXNkth_vTdJ2S5mr_8L_8eiutF60LP44yp1Vhb1nN4Twl1i0bYgaSX dwqr8_xqtCUOgeAJ7pk6DQnZf-AjutUFHv5Ds0psk/s1600/%25E8%259E%25A2%25E5%25B9%2595%25 E5%25BF%25AB%25E7%2585%25A7+2017-12-18+%25E4%25B8%258B%25E5%258D%258810.22.04.png)
Well, what? Will it arrive on December 28th? By the time we waited for the goods to arrive, it was already past the time for gift exchange.
So, let’s look back - in terms of stimulating sales, this series of videos seems more suitable to be released in the first week of December. The first week of December should be enough time for the video to spread, so that gift-givers who want to choose quality gifts have time to prepare, so that they will not not receive the goods before Christmas Eve.
But in any case, Pinkoi has done a good job of [content marketing] this time for me, a marginalized person who has no one to exchange gifts with. This series of videos not only gives us the opportunity to “peep” into the private lives of YouTubers, but also lets the target audience know that there is such a good website that supports designers, and where they can go to find unique and high-quality cultural and creative products?
Well, of course it is not ruled out that Pinkoi may also engage in other marketing activities, but I have not been exposed to them.
Finally, add a video that is also about exchanging gifts, and the content is also about the products purchased on Pinkoi. It’s just that this video is not sponsored by the manufacturer. Have you seen such a fringe Christmas gift exchange?
Finally, I would suggest that when you are engaged in content marketing, if you hope to attract the attention of the target audience, or even hope that they will take action, you should properly inventory the resources and consider the pre-production period, the gestation period, and whether there is enough time for the target audience to start taking action.
By the way, I am here to wish everyone a Merry Christmas in advance!
★ Source of this article: Thanks for the authorization, quoted from Lin Junhui’s blog vern.map
★ Picture source: Pinkoi, Lin Junhui’s blog vern.map
Further reading
- The humorous and interesting “Tokyo Bon Tokyo Bon 踊 2020”, making good use of videos to enter content marketing
- “Stories Behind Popular Online Short Films” Briefing School Experience: Gold medal producer Wu Xiuyang talks about the thinking of content marketing
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