Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

How will the future Douyin influencer look like in five years and why?
你觉得未来的抖音网红发展会是什么样子?

Lesley Tam
Account Manager / We Are Social

随着抖音的视频搜索功能与图像识别技术的结合,它将给社交媒体用户与视频内容互动的方式带来一场深刻的转变。因为每一个出现在屏幕上的产品都有可能会制造一个销售爆点。在这个以逐利为主的资本主义世界里,抖音的KOL们正在成为品牌未来的超级明星。

With Douyin’s in-video search function with image recognition technology, it will bring a profound shift in the way social media users interact with video content, as each appearance of a product on-screen becomes a point-of-sale. In this result-driven world of capitalism, Douyin KOLs are on the way to become superstars for brands to turn to.

Howie Jiang
Account Manager / We Are Social

通过李子柒,你就可以知道未来抖音网红会有多出色。然而并不是所有有影响力的人能幸运地拥有像子柒这样的专属品牌。在疫情后时代,数字营销在灵活性和多种接触点方面展现了其巨大优势。同时,这也是一个快节奏的时代,抖音网红们的未来取决于他们如何打造自己的品牌,以及是否有能力“走出圈子”。

You can look at Li Ziqi to know how excellent Douyin influencers will be in the future. However, not all influencers will be lucky to own their exclusive brand like Ziqi. In the post-pandemic era, digital marketing has presented its great advantage in terms of flexibility and various touchpoints. In the meanwhile, it is also a fast-paced era, Douyin influencer's future will depend on themselves how unique they can build their brand and if they are capable "to get out of the circle or not".

Ivy Wang
Associate Account Manager / We Are Social

市场上会有越来越多新的关键意见领袖出现,这意味着如果他们要想在激烈的竞争环境中脱颖而出,就需要具备差异化的特征和打造真正有内容的“个人品牌”。此外,随着5G的广泛使用和普及,直播在中国的地位会越发重要,观众会更加关注直播内容的整体质量和可靠性,从而创造力就会成为更加重要的因素。

The number of new influences will increase, which means it will become crucial for them to become a "brand" themselves, that have differentiated characteristics and content to stand out in the fierce competition. Besides, with the wide usage and spread of 5G soon, the prominence of live-streaming in China will increase the overall quality and reliability of the content, thus putting creativity in the center of survival for influencers.

Tom Tang
Senior Account Executive / We Are Social

我认为未来抖音的内容产出者们会更加重视通过自有流量带货。形式上,前期以优质的短视频内容为素材,对路人进行拉新,后期拥有一定粉丝基础后,在固定时间直播互动,培养用户的观看习惯,引导进入店铺“抖音小店”刺激购买。选款上,短视频素材的点赞、评论、转发等互动信息,可以给到直播参考,筛选出有爆款潜质的产品进行直播,提高转化效率。

I think content producers on Douyin will pay more attention to selling products utilizing their influence and live-streaming. They will start by producing high-quality short videos that encourage users to follow them. After generating a large fan base, they will use live-streaming to build stronger engagement with the aim to drive traffic to their Douyin online shop. In terms of deciding the content for the ongoing live-streams, essential insights can be gathered from previous videos such as likes, comments, and reposts. For instance, products with greater potential can be broadcasted through the live-stream to increase conversion efficiency.

Monty Lin
Account Executive / We Are Social

KOL等网红未来发展方向,我认为越是垂直于小众的、专业的内容产出,越容易爆发,将呈现出多元化的KOL类型。KOL会结合自身定位以及内容风格制定分发策略,将作品在不同平台进行分发以从全网获得更多流量。
像“李子柒”这样创立自己品牌的会越来越多,但是同样需要足够优质的内容去支撑,背后的团队将会越来越专业。社会化营销将越来越重视KOL的投入,付费内容增加,消费者愿意为优质兴趣内容付费,二三线城市将会成为主力平台。

In the near future of KOLs and internet celebrities, it will become important to create more vertical and professional content to be able to break out from the crowd and develop a diversified KOL type. KOLs will use distribution strategies based on their unique positioning and content style and utilize different platforms to get more traffic from the entire ecosystem.

People like "Li Ziqi" will create their own brands, but they also need enough high-quality content to support this effort which will require a highly professional team behind them. Social marketing will pay more and more attention to KOL investments with an increase in high-quality paid content which consumers are willing to pay for. Lastly, second- and third-tier cities will also become the biggest markets for these influencers.