How to get private domain traffic in overseas social media? 3 Top Brand Cases

"Private domain traffic" is customer data that can be used for more than two links, access, sales and other marketing activities.

In China, our very common circle of friends marketing and community marketing are the methods to obtain private domain traffic. Overseas, we need to build communities through overseas social media platforms to operate and obtain private domain traffic.

In today's article, we will combine the cases of 3 top global brands to discuss how to build a brand's own community through social media platforms to obtain overseas private domain traffic.

01

Duolingo: Gathering 'fan base' for mascot owl

Duolingo is a US-based language learning website and app with more than 4.8 million followers on TikTok. Clicking on its TikTok homepage, it's obvious that all of Duolingo's content features short videos featuring its green owl mascot.

And it is worth noting that Duolingo's mascot did not focus on promoting its own applications and products, but diligently used a big green face to create funny creations with popular music and filters on the TikTok platform.

On its TikTok homepage, Duolingo has set up a website for its own "Varyrian" challenge in collaboration with "Game of Thrones" prequel "Dragon", which can directly direct more than 4.8 million fans to the event page.

02

DJI: Displaying high-quality UGC content emphasizes community identity

DJI has 3.3 million+ followers on Instagram, linked by common hobbies, which brings together a large number of drone photography and action camera photography enthusiasts.

On DJI’s Instagram homepage, it also focuses on sharing the content that customers use to shoot with its own products, and marks the source and the equipment used in relevant posts.

Recently, DJI has set up a hashtag #flyminicreatebig for its new product Mini3Pro released in the second quarter, and under this hashtag, not only DJI's official Instagram is posting content, but fans also spontaneously use this hashtag to post themselves. Creation of short films and pictures. Now there are 1300+ posts under this topic.

This kind of content exchange between enthusiasts has helped the brand to build a close and stable community. People not only share the works created with DJI on social media, but also hope to get an official "remake" on the DJI homepage to let themselves His works are seen by more like-minded people, thus forming a virtuous circle.

03

Wendy's: Poisonous tongue is set to become a "solid fan" weapon

Fast food brands have always been the main force in marketing, and Wendy's is one of the famous "poison tongue pie". Unlike other fast food brands that emphasize goodness, fun, or a happy life, Wendy's has a reputation on social media (especially on Twitter) for responding vehemently to competitors' advertising and marketing.

For example the famous:

Customer: Can you help me find the nearest McDonald's?

Wendy's Reply: (Trashcan picture)

Another example:

Customer: I'm at McDonald's now, what should I get?

Wendy's replies: You should get out right away! the sooner the better

Poisonous tongue and diss's unrelenting character design makes people more willing to interact with Wendy's, and even become loyal fans of Wendy's because of her unique personality in the image of a red-haired girl.

Epilogue

From the above three cases of community building and private domain traffic acquisition in different fields and different social media platforms, we can find that, on overseas social media platforms, the most important thing is to gain users' attention and let users penetrate into your community content. The means is to be truthful and to keep the tonality consistent.

Whether it is a cute mascot or a person with a vicious tongue, including DJI’s frequent sharing of UGC content on Instagram, it is necessary to continue to create relevant content after producing effective content in order to maintain the user’s enthusiasm. Stickiness and identity.

Through the data reporting function of Marketing Cloud, you can clearly see what kind of content interaction data is better, which stage attracts more fans, and fan portraits at different stages, so as to guide your content creation. If you are interested in these functions, please leave your contact information, and we will arrange overseas social media marketing experts to contact you.