Is the natural traffic of influencers unreliable? The truth about promotion that brands must face

Many advertisers always want to only see the natural volume of influencers when viewing video playback. This is essentially to rely on a small group of people in the influencer's own fan base for dissemination. But if we think about it from another perspective, what will happen if we put ourselves in the shoes of others? If you watch a long video of a blogger you follow, and there are ads in the middle, or the video itself is an advertisement, what will you do? Most people may choose to speed up and then skip it; or even choose to exit directly when they find that it is an advertisement. Especially in the content consumption environment dominated by Generation Z, whether it is TikTok or YouTube, the daily video output exceeds tens of thousands, and the explosion of information flow has made users' choices and patience extremely limited. So, how can you make your video stand out? This is the core of what we want to explore and practice.

First, let's break down this problem step by step. Taking TikTok as an example, the natural traffic window for each video is only 48 hours. In other words, after the video is released, it must be played as much as possible within 48 hours. If it is not high enough, it will be difficult for it to enter a larger traffic pool, and the subsequent viewing and exposure can also be imagined. What are the possibilities here? On the one hand, the advertising content released by the influencer may be too blunt and lack a sense of natural integration of the content, which may cause fans to feel disgusted or even jump out directly; on the other hand, the style of this video is different from the content released by the influencer on weekdays. Fans have a sense of separation in terms of content style, and naturally they will not be willing to watch or forward it. In this way, the original fan group cannot be effectively spread.

In this case, if advertisers still rely on the "fate" of natural traffic from influencers, they are undoubtedly trying to gain huge returns with a very small probability. This strategy is not only extremely risky, but also very likely to miss the golden window of platform traffic dividends. We must be clear that the platform's traffic distribution mechanism is getting shorter and faster, and the life cycle of content is extremely short. Only by seizing the opportunity during the initial window period can we get maximum exposure. Otherwise, a step slower may directly miss the overall situation.

This is also the embodiment of our team's value. First of all, in the stage of selecting influencers, we will give priority to those who can carry out soft implantation or whose tone is highly consistent with the brand. For example, it is unlikely to let fitness bloggers promote beauty products. Such content is not only unnatural, but also easy to cause fans to be disgusted. We will conduct a comprehensive analysis of the influencer's past content style, fan portraits, and interactive data to ensure that the selected influencer can integrate brand information into daily content in a relatively natural way, rather than inserting advertising elements bluntly.

After the influencer is determined, we will develop a detailed content creation plan and popularity forecast. By analyzing the platform algorithm, content trends, and hot topics, we estimate the performance of the video after it goes online, and set reasonable KPIs and adjustment plans to ensure that it does not deviate too much from the expected results. Most importantly, the content quality of the video itself must not be ignored. Many advertisers mistakenly believe that as long as the advertisement is put out, the quality of the video does not matter. This idea is extremely wrong. High-quality video content can not only increase the platform's recommendation probability, but also effectively extend the life cycle of the video, bringing more secondary dissemination and spontaneous sharing by users.

We will provide creative support to influencers, helping them to create content that is in line with their own style and can cleverly embed brand information, and track the entire data after it goes online. If we find that the video has not entered the traffic pool, or if we judge that there is still greater room for growth, we will promptly heat up the video, that is, promote it again through the platform's official tools, and strive to get the video into the recommendation pool again to achieve a second burst of traffic. This link is crucial because the platform's recommendation mechanism pays great attention to the initial performance of the content. Only by obtaining high playback and high interaction in a short period of time can we continue to obtain platform traffic.

Of course, the premise of all these operations is that we have obtained the authorization of the video material from the influencer at the beginning. Whether it is heating up the material, or doing secondary creation, or placing information flow ads, the authorization of the material is the basis. Only by firmly grasping the right to use the material can we more flexibly respond to various subsequent promotion needs, such as re-editing the video, repackaging it again, and even directly placing it in the information flow advertising position to obtain more exposure and conversion.

If all the above methods have little effect in the end, we will also re-create the video, or directly put information flow ads or re-creation, which can also include re-editing the content, adding interactive elements, and at the same time combining current hot topics to enhance the freshness and spread of the content. Information flow ads can accurately reach the target audience, breaking through the limitations of the influencer's fan circle, so that brand information can be seen by more potential users. The premise of all this is that we still have the material authorization in our hands, can flexibly allocate resources, and maximize the efficiency of content dissemination.

In the current platform environment where traffic distribution rules are becoming shorter and faster, brands can no longer wait or rely on "fate" to reap the benefits of natural traffic. What can truly control the situation is never the content itself, but whether you have arranged the rhythm, authorization, and actions within the golden window period. Being slow does not mean making less money, but directly missing the overall situation. Only by achieving perfection in every link such as content creation, talent selection, material authorization, data tracking, content heating, secondary creation and precise traffic investment can you stand out in the fierce content competition and achieve efficient brand communication and conversion.

The platform's content distribution mechanism, users' content consumption habits, the trust between influencers and fans, and the creativity and quality of advertising content all determine the ultimate fate of an advertising video. In this era of information explosion and traffic being king, only by taking the initiative and making scientific layouts can we truly control the initiative of content dissemination.