2021-12-15-埃森哲-From_entertainment_to_contentainment_11页_903kb

Summary of Contentainment Report

Introduction

The report explores the shift from traditional entertainment to contentainment, a strategy where brands integrate informative and engaging content with social media to influence consumer decisions. This approach leverages changing consumer habits, emphasizing personalized and micro-segmented content to boost engagement and sales.

Key Findings

• Consumer Behavior: Modern consumers, particularly millennials and Gen Z, increasingly rely on social media for decisions, with over 71% more likely to buy products recommended by influencers. Platforms like Instagram and TikTok provide high reach, while user-generated content (UGC) builds trust due to its relatability.
• Content Evolution: New content types such as behind-the-scenes footage, unboxings, and live streams are emerging, driven by micro-moments (e.g., "I want to buy"). UGC is growing as channels move to short-form, mobile-centric content.
• Asia-Pacific Market: Social commerce in APAC reached $2 trillion in 2019, expected to double by 2024. China's livestream commerce market grew from $66 billion in 2019 to $170 billion in 2020, with 37% of online shoppers making livestream purchases.
• 4Cs Model: Brands must adopt a holistic approach focusing on Content (diverse formats), Channel (platform-specific interactions), Consumer (targeted micro-segmentation), and Commerce (frictionless buying). This improves reach and monetization while building trust.
• Case Studies: Examples like Mamaearth's Mother's Day campaign (6 million views) and Lazada's partnerships show high ROI. Influencer collaborations and live events drive immediate sales, with strategies tailored to local markets.

Recommendations for CPG Companies

• Content Strategy: Create highly relevant, regional, and vernacular content using UGC and micro-influencers.
• Audience Engagement: Leverage first-party data for micro-segmentation, ensuring content connects with specific groups like gamers for electronics purchases.
• Commerce Integration: Implement seamless shopping paths via apps and partnerships, focusing on real-time feedback and social proof to enhance loyalty.
• Implementation: Brands should shift from static ads to dynamic contentainment, embracing live video and social platforms to achieve widespread adoption.

Conclusion

Contentainment represents a transformative approach, moving brands closer to consumers through authentic, engaging content. With rapid growth in digital markets, companies must act now to integrate this strategy for competitive advantage.