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Abstract: The report shows that factors such as the slowdown in global economic growth in 2023, the obvious trend of consumer market classification, regulatory adjustments, and the mature development of the content industry have had a multifaceted impact on the content industry.
The slowdown in global economic growth has led to relatively conservative brand marketing forecasts. Brand enterprises pay more attention to reducing costs and improving efficiency to cope with competitive pressure. However, social marketing is still an important direction for the social media marketing market in the future, as consumers are more inclined to build trusting relationships with influential KOLs.
Consumers' attention to cost-effectiveness and personalized consumption is gradually increasing. They pay more attention to the quality and experience of products or services, rather than blindly pursuing luxury goods or big brands. Emotional value has also become an important indicator for consumers to measure products and brands, which puts forward higher requirements for brand marketing.
Sinking users has become the focus of competition among major e-commerce platforms. Due to the huge potential of the sinking market, e-commerce platforms have begun to promote low-price strategies to meet the needs of this emerging market.
The content industry continues to explore and innovate to integrate different forms of content, such as audio, video, text, etc. The application of AIGC is also gradually gaining popularity, bringing new possibilities for content creation and dissemination.
Micro-short dramas have become the new darling of the content industry. Due to the increase in user fragmentation time, the short duration and compact plot of micro-short dramas have been loved by a large number of users. The popularity of this market has also given rise to more content creators and practitioners.
The development of the content industry has given rise to a series of business opportunities, including increased content production capacity, innovative models for business monetization, increased employment opportunities, and the creation of new occupational groups. The content industry not only brings more opportunities for practitioners, but also provides support for the development of other industries.
Digital content marketing has driven the wave of consumption, enabling brands to achieve wider traffic exposure and more efficient business monetization. Consumers have become more cautious in their consumption decisions, making scenario-based marketing more and more popular. By placing consumers into the interests of a certain scene, content marketing can form demand resonance, which in turn can promote consumer purchase behavior.
The activation of private domain content assets has become an important strategy for enterprises. More and more brands are trying to take the lead in private domain connection by promoting corporate brands, products and goods through self-broadcasting, as well as building a new media matrix layout.
Excerpts from the report are set out below
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