Recently, I discovered an interesting phenomenon when doing research on competing products. The more well-known brand, the more information that can be retrieved online, that is, the higher the information density.
On the contrary, for those less well-known brands, there is very little information that can be found on the Internet. This reminds me of the problem of chickens laying eggs and eggs laying chickens.
The same is true for the brand awareness of a company. Is it because the company has a large amount of information density after it has a brand; or is it because of a large amount of graphic and video content that it has brand awareness?
I think the answer is more inclined to the latter. This may answer the question of many people who want to be a brand but can’t make a brand: Why is our product so good that it can’t become a well-known brand? It is because of insufficient information density.
01
What is information density?
Information density refers to the number of results obtained by searching for brand names on multiple platforms (Baidu in the graphic category, a certain audio in the video category, etc.). The more results, the higher the information density, and vice versa. One of the most direct examples is to search for the brand name on Baidu Pictures to see how many pictures of your own products can come out.
As long as the well-known brands such as Yuanqi Forest, Perfect Diary, the search results can not be turned through a few pages. You search for the name of your own product. Don’t just turn a few pages. Baidu may directly prompt: the information you searched for does not exist.
This is embarrassing, so there is a reason why your products cannot become a brand, and there is not enough information.
The amount of information is not enough to bring sales. I have a deep experience. I think my “Full Stack Operation Master” was published that year (last year), and I plan to push it. Many people search for the title of the book on Baidu to learn about the book’s information. , Except for the purchase link from Jingdong, there is no other information.
It feels like this: Isn’t anyone reading this book? Although there are a lot of dry goods, they are more valuable than some best-selling books, but the information density of promotion is not enough, which reduces users’ desire to buy.
Later, I posted a lot of pictures and texts about this book myself, and the sales gradually improved. I understood one thing: I still need to publish the content if I want to be a brand.
Therefore, since we have found the crux of the failure to build a brand, how do we take medicine to cure this “disease”? Improve the information density of the brand.
02
How to improve information density?
Here is the specific work content. Some companies want to do branding, so they hired a professional brand consulting company, spent 1.8 million yuan, received a 100-page brand diagnosis, and then shelved it. What did you do before? How did you do it later, the money was spent for nothing?
In fact, it can’t be said that other people’s plans are not effective. The main problem lies in the implementation of the implementation. It can be said that I have found 10 brand consulting companies on the market to produce 10 plans, and use my toes to randomly select a set of plans. Strong, you can also make a famous brand.
This ability to land is to intensively bombard the core points of the plan with a large number of pictures, texts, and videos, and increase the information density by several levels, and the brand will naturally be there. After all, even sheep can fire, what else can’t be fired?
Let me tell you how I launched a FMCG brand from scratch. At that time, the online information of this brand was also zero.
The first thing we have to do is to roll out the self-media, and publish articles on more than a dozen self-media according to the rhythm of one tweet every day. The copywriting has two directions, one is to implant brand words and the other is to implant industry. word. For example, if the category I make is milk, and the brand name is: Tiger Tonight, how do I do this?
On the one hand, the title of the copy should be accompanied by the brand word “Play Tiger Tonight”, so that users can find many articles when searching for product information. The minimum requirement is to have at least 3 pages of search results;
On the other hand, the keyword “milk” is used in the title, so that people who don’t know our brand can brush our brand when they understand milk information, such as which brand of milk is healthier and delicious, to form brand exposure.
The tempo of one tweet per day is to hit Baidu’s spider crawler algorithm, because you don’t know which one you write or which platform you post will be included.
Let me tell you a glorious record. Now I search for a big word in the industry on Baidu. The brand-new biscuit brand I made at the time, appeared in the same frame as Hao Chu Dian, Oreo and other similar first-line brands. It is still ranked on the keyword home page. This new brand brings a steady stream of traffic.
Soft text is part of daily work, while pictures and videos are strategic work. To increase the density of information, we must achieve multi-directional bombardment by sea, land and air, that is, there are not only soft articles about products, but also pictures and videos.
Compared with adverts, the threshold for making pictures and videos is much higher. This is why the new company can’t build a brand. There is no manpower and money to make so many pictures and videos, but it’s silly. Looking forward to a pie in the sky and becoming a famous brand in one fell swoop, wake up and stop dreaming.
Let me tell you how two people produced 200 sets of product picture materials a week. I’m going to take advantage of this. After our product came out, we also thought about taking pictures to publish and disseminate. We also bought the background of Internet celebrity products from a certain treasure. After a meal, we took a set of picture materials in two days. , I also posted a circle of friends and a small red book, and I feel pretty happy.
After the enthusiasm for this material is over, when I shoot the second set, I feel worried and want to upload it myself? Or is it the original shape? It is too torture to make new tricks, and then I start to think, is there a faster and simpler way to output graphics and text? As the old saying goes, all productivity increases are because humans want to be lazy. Fortunately, this method was really found by me.
We found a lot of amateurs, some of them were KOC, and mailed samples to them. They took pictures for us and sent them to my account. I finally experienced what it means to win by lying down.
That week, we never touched the shooting equipment again, but we got more than two hundred sets of materials, each set of at least five pictures (we require more than five pictures), these materials a day to send a set of friends, at least It can be posted for half a year, we obtained the consent of the amateurs, and posted it to our self-media account. Baidu searched for our products. Finally, there are a lot of image materials, and it feels great.
Speaking of videos, the production of videos is undoubtedly more difficult. Some promotional videos cost tens of thousands, which is still a bit painful for start-ups. What should I do? Take more out-of-the-box videos. This is simple and easy to take, and it can also improve the information density of the brand.
At that time, we looked for amateurs in the video category and took out-of-the-box videos. Basically, it didn’t cost much. Searching for brand names in the video media revealed some brands, which really achieved the all-round, three-dimensional, sea, land and air mentioned above. cover.
03
How to evaluate the effect of information density?
I believe that most of our operations or business owners have also tried to post, post pictures, and post videos, but in the end they all stopped, because we have a behavioral benchmark, we will not have the enthusiasm for things that are not expected, and the information density is low. The same is true for coverage.
Simply spreading a few soft articles, sending a few pictures and videos, can it bring effects? Don’t be whimsical, you searched the forest of vitality, the number of copywriting is more than 20 million, the number of pictures is more than 30,000, and the number of videos is not mentioned, anyway, it will be enough for you to watch for a few months.
These are accumulated over the years. There is a critical point for the increase in information density and the transformation of effects. After this critical point, you will find that any content that is laid out can bring transformation. As for where this critical point is, Not so good to judge. It depends on the content quality and recommendation level of previous shops.
Everyone in this area has to learn like Forrest Gump. Every road is paved to the dark, and one day there will be dawn. Because the road to increase information density is the right way, all well-known brands have risen like this. Don’t give up just because you can’t see the effect for a while, it’s wrong.
04
At last
In a gentle explanation, information density is the coverage rate of advertisements. The higher the coverage rate, the more users can be penetrated. You know, any platform can be penetrated, isn’t it a question of how much money is.
If the ROI of the product is good, this little money is not a problem. What you have to do is to produce more content and increase the density of information, so that the next well-known brand will undoubtedly be your product.
