Because each music review in the music review column is a story, NetEase Cloud Music uses user comments to express emotions. Is this like brainwashing? In the early stage, different product functions, different scenes, and different stories were output to the outside world over and over again. What NetEase Cloud Music brings to users is not just music, but the power contained in music. Once the popularity is high enough, NetEase Cloud Music will launch the latest brand slogan and brand video to demonstrate the power of music. NetEase Cloud Music's previous slogan was "Hear the Good Times", which focused on the interaction between individual users and music, focusing on individual feelings and perceptions; while the current slogan "The Power of Music" focuses more on different people. Between them, music is used as a medium to carry out more emotional exchanges. 1: NetEase Cloud's marketing strategy

Communicators use product strategies to do marketing, treat the target audience as the "users" of marketing activities, and then push back to do what the "users" want to see. Excavation and guidance can make users resonate. Moreover, content is not a one-way transmission of brand information, but can trigger user interaction.

Whether it is the playlist of the "Music Plane" or the music reviews of the previous "Music Criticism Train", NetEase Cloud Music designs marketing based on different scenarios such as airplanes and subways, as well as the needs of the passengers. planned. ?Giving users what they want, rather than what you want them to know, is more engaging. ?Two: How does NetEase Cloud maintain its reputation

Influencing users with users? This is a more clever way of marketing. Because users’ stories are more contagious and more contagious, with a little push from marketers, the dissemination effect can be even stronger than many marketing events we spend a lot of money on. A friend revealed that 40% of NetEase Cloud Music users are recommended by old users, and these recommendations come in various forms.

So, during the graduation season, the three micro-movies launched by NetEase Cloud Music were not promoted through other channels. Instead, they chose to promote them on the NetEase Cloud Music APP, through personalized song matching, reaching The most accurate crowd. And through the secondary dissemination of these precise groups of people, it is easy to attract new users who match the tonality of NetEase Cloud Music. Three: NetEase Cloud’s advertising strategy

The easiest thing to impress people is stories, especially true stories. Because any "true" story is often enough to inspire people's empathy. People will unconsciously put themselves into it and feel the joy, anger, sorrow and joy in the story.

The recent brand video launched by NetEase Cloud Music, The Power of Music?, is actually a marketing case that explores real stories. Can we truly feel the power that music brings to people? When we are desperate, lost, and sad , when we are in pain, through music we can feel upward and hopeful, just like a light is lit in our hearts and we are no longer confused.