According to the “2021 Double Eleven Data Report” released by the WEIQ celebrity platform for Double Eleven this year, celebrities are still an important means of brand marketing. And this year’s Double 11 marketing content is the main core, and live broadcasts on major platforms are the main theme.
The data shows that advertisers have made new breakthroughs in their intentional and actual orders during Double 11 in 2021. The number of advertisers placing celebrities has increased by 65% over last year, and the number of participating brands has increased by 55%. In brand placement, celebrities have re-invested more than 80%. During this year’s Double 11 event, celebrities created content every 50 seconds on average.
Compared to 2020 –
The scale of launch shows that compared to 2020 the launch rate in 2021 has increased by 40%. It can be seen that the marketing and promotion of the brand by celebrities is still the most effective, and brands are more willing to invest their publicity budget in celebrities. In terms of proportions, compared to Weibo, Xiaohongshu and WeChat, Douyin’s share of the market has increased significantly, mainly because Douyin can attract users to the Tmall shopping platform, while other platforms currently do not support direct users to the online shopping platform.