Directi
Daxiedeyi
——1.5-Year Journey of Gaining 2.3 Million Followers and Dominating the Short Video Training Field on Red
Daxiedeyi (大写的壹), Photography-Teaching KOL, is a content creator on Chinese social media platform RED (Chinese Instagram) who introduced photography and photo-editing knowledge to the public. With our service, he attracted 2.3 million followers on RED in less than 2 years, boosting average views per post to over 1.2 million and harvesting >8,000 comments or likes every post. Meanwhile, with our help, 1,000 sets of online classes were sold, with sales of more than 4 million RMB (£450K) ; more than 100 offline classes were held with sales of more than 1 million RMB (£115K)
·Challenge
He faced significant challenges with their content strategy, particularly in their attempts to introduce professional photo editing techniques to the general public. Their material, although informative, was perceived as dull and overly complex, making it difficult for the average viewer to grasp and appreciate the nuances of professional photo editing. This lack of engagement and clarity hindered their ability to monetize effectively, as the content failed to resonate with a broader audience. In response to these difficulties, he approached members of Directi seeking expertise in content simplification and marketing. They hoped to transform their content into something more accessible and appealing, thereby increasing its commercial viability and helping to capture the interest of potential customers who were previously put off by the technical depth of the presentations.
·Solution
We analyzed and broke down their professionally edited content into quick tutorials lasting three minutes or less, reducing learning pressure and barriers to entry for the common public. Additionally, we introduced practical editing techniques that are more widely needed by the general public. We combined this with a strategy involving real people demonstrating editing techniques in real-time, along with interactive learning in community groups.
·Result
Within just 1.5 years, our marketing campaign dramatically boosted the presence of our brand on the Chinese social media platform RED, attracting 2.3 million followers. Our strategic efforts significantly enhanced average views for each post to over 1.2 million. Furthermore, engagement has soared, with more than 8,000 interactions per post, showcasing the campaign's effectiveness in building a dynamic and interactive online community.
