Since the emergence of social media 10 years ago, enterprises still have not found effective ways to build brands. Large social platforms including Facebook, Youtube and Instagram seem to have the right to speak. Although the company invested billions of dollars, it didn't get the opportunity of cultural voice.

So what's the problem?

First of all, we must understand that brands can only succeed if they make a cultural breakthrough. Brand building is actually a set of skills that produce cultural influence. Digital technology not only brings powerful social networks, but also greatly changes the way culture works. Netizens have become very efficient cultural innovators-I call this phenomenon "crowd culture". Creative culture has changed the rules of brand building and decided which technologies are effective and which ones are failed. If we can understand the culture created by the masses, we can understand why the content marketing strategy fails and find effective brand building methods based on social media.

The early content marketing was successful because there was little content at that time, and brands could gain popularity by spending money to buy exhibition opportunities. In addition, brands can penetrate into culture by sponsoring TV programs and activities.

However, the richness of content and the progress of technology give the audience freedom, and advertisements can be avoided, which greatly improves the difficulty of brand recognition.

1, a rising subculture

Why can live games be successful? This is due to the subculture of young people around video games. When this subculture is combined with social media, it becomes a force to be reckoned with.

2. Accelerate the development of the art circle.

Art circle refers to the gathering of musicians, filmmakers, writers, designers and animators, who compete with each other, cooperate with each other and generate inspiration. Film and television all belong to this form.

The creative culture in the art circle is the main reason for the failure of content marketing of major brands.

The problems faced by enterprises are structural rather than creative. The marketing activities of big companies are in sharp contrast with the working methods of art circles. Enterprises are good at implementing complex marketing strategies between different markets around the world, but in cultural innovation, this organizational model will only lead to mediocrity.

Enterprises need to shift their attention from the platform itself and pay attention to the real power brought by the digital trend-creative culture. It can bring unprecedented opportunities to the brand.

The rise of creative culture has greatly weakened the effectiveness of content marketing and sponsorship, but it has introduced a new brand building method: cultural branding.

1, looking for cultural orthodoxy

Step 2 look for cultural opportunities

3. Identify the mass creation culture.

4. Introduce new ideas

5. Make use of cultural hotspots and innovate constantly.