Domestic video-sharing platform Douyin (Chinese version of TikTok) has staged an online wedding festival from 3 March to 5 April, in a bid to help retailers to reach a wider audience and prep for the upcoming wedding season.
According to Douyin, wedding photography searches witnessed a whopping surge in January, reaching tens of millions with related video content and drawing in over 1 billion views plus 20 million likes. The statistics suggest that Douyin has become an emerging platform for an immense number of lovebirds looking to garner wedding information, which is helping to build a sturdy foundation for wedding vendors to implement marketing strategies.
As such, promotional brand Ocean Engine owned by Douyin hopped onto the trend and debuted a multichannel network to divert both private and public traffic for wedding suppliers to increase conversion rate. For example, consumers can land on the homepage of their desired wedding vendors through links embedded in the videos they’ve watched.
Furthermore, to gain consumers’ trust in decision-making, wedding suppliers are encouraged to introduce popular products, wedding venues, and photo sessions via live streams on Douyin. Incentives such as vouchers and online traffic support policies are available for wedding brands to complete certain activities so as to further leverage consumer engagement and develop brand awareness.
It’s worth noting that wedding festivals are set to be held in cities like Beijing, Shanghai, Guangzhou, Hangzhou, and Chengdu this March and April. Compared to offline events, Douyin offers a greater option for couples to choose their ideal wedding settings from national brands in a more convenient and flexible way, without time and location restrictions.
The wedding industry is expecting to see booming growth, as couples can finally see through their wedding plans which were suspended by the pandemic over the past three years. By noticing the market needs, Douyin can carry out online wedding events with related policies to benefit both newlyweds and merchants, whilst branching out into the industry to gain online traffic and appeal to users.
