MarCom Forum Event on Short Video Marketing Go back »
2021-09-24 | Beijing
On 24th September, the European Chamber Marketing and Communications Forum organised an event on short video marketing which attended by over 80 members online and offline. Ms Wu Jing, senior research director at Ipsos, presented key trends of short video from Ipsos’s recent survey results, and touched upon how to integrate livestreaming with short video to maximise marketing and sales.
The following three presentations were focused on different short video channels. Ms Ye Shenqi, digital communications manager at IKEA China, shared their experience and best practice on WeChat Channel operation, including ways to attract followers, content measurement and planning. Ms Julia Zhu, corporate communications manager at Boehringer Ingelheim, presented their challenges and strategies of operating on Douyin, and shared some successful video series related to popular science. Mr Li Shuhao, marketing specialist at John Deere, introduced their experience on Kuaishou including content planning and livestreaming. The discussion was moderated by Ms Ulan, vice chair of the Marketing and Communications Forum Beijing.
The event is a great opportunity to share and learn from marketing peers among members and is well-received by the audience. Key take-aways include:
- It’s important to use both short video and livestream to support each other.
- Brand personalisation is a good way to create interesting content.
- Story-telling and fun content has higher engagement.
- Start with plog (photo and text) before you are ready to produce video content.
