巨量引擎618助商家踩准情绪消费新模式，打造热点爆品、稳抓生意先机

抖音正在不断塑造新的生活风潮，用户在认真#重养自己一遍，把#情绪说给对的人听，#从一平米开始照顾自己 …… 无数热点话题登榜的背后，代表的不仅是新的生活方式，更是消费趋势的快速变化。

这样的风在抖音还有很多很多，消费者在这里看热点、被种草、乘风而来，尽兴而归。新消费模式下，品牌与商家如何才能把握消费风向、踩准用户情绪、在618期间找到生意增长的诀窍？

巨量引擎《618尽兴Talk》为商家“聊”出答案。新营销智库「刀法Digipont」创始人刀姐doris、巨量引擎平台运营、音爆科技副总经理夏知情与抖音达人@商业小纸条real齐聚官方直播间，聚焦618营销新趋势，探讨品牌618如何与消费者一起玩得尽兴！

一、消费趋势从品牌主导到用户主权

今年的618，抖音展示出众多消费趋势的新变化，用户的兴趣更多元、更容易被种草、热点内容对消费行为的影响变得深刻。

巨量引擎平台数据显示，如今一个抖音用户每天观看50-300个视频，其中的内容跨度可能超过6-10个品类。这种碎片化、多元化的内容触达，打破了用户对单一品类、单一品牌的消费惯性局限——用户可以同时成为众多品牌的拥趸。

抖音上每年产生超2万个热点话题，平均单话题播放量可以突破1亿，抖音达人@商业小纸条real真切感受到“内容风潮背后，其实反映的是一种很重要的变化：用户不是‘看完就买’，而是‘看进去了，才愿意参与’。”

抖音达人@商业小纸条real

“我们正处于一个‘情绪型消费’的周期，现在的内容营销，不是在推销产品，而是在种情绪。内容不再是配合销售的工具，内容本身就是消费的理由。每个人群在特定的关键场景下，会被不同的内容所打动。”刀姐doris建议品牌更应该关注消费者的情绪变化，从提供功能到提供情绪价值，从说服用户到理解用户，来捕捉那些未曾言说的消费需求。

新营销智库「刀法Digipont」创始人兼CEO 刀姐doris

情绪型消费让交易跳出了过去的单一模式，在抖音许多消费发生在了 “小井号话题里的内循环”。

比如在抖音上#沉浸式开箱 话题下面，许多用户因内容而产生兴趣，从种草到选择购买，形成了一个隐藏在话题中的迷你闭环。这种模式不仅精准度更高，而且具备更强的扩散能力，能够持续激发消费需求，让生意在内容的传播中不断裂变。

越来越多的品牌意识到，只有真正理解用户情绪和需求，踩准内容趋势，融入生活场景中，才能赢得用户青睐。

二、爆品打造从偶然到好看，叠加内容属性

在如此鲜明的消费趋势变化下，商家们最关心的莫过于如何理解风向、如何打造能够乘内容之风而来的爆款产品。

刀姐doris认为，如今打造爆品的逻辑已发生根本性改变。在用户圈层化、媒介环境碎片化的背景下，品牌想要打造爆品，必须深入用户内容中挖掘 “集体痒点”。UGC是用户真实需求与兴趣的直接体现，当话题词条在热搜快速滚动、素人开始大量采用同一种表达方式创作内容、meme与梗图广泛传播时，品牌应敏锐捕捉这些信号，将其转化为产品与营销的创新方向。

以某国货女包品牌为例，该品牌敏锐察觉到“中女群体”崛起的趋势，通过分析平台上大量UGC内容，精准抓住“知识分子穿搭”“游牧办公ootd”等热门话题，围绕女性群体关注的生活方式与审美偏好，推出系列产品短视频，获得大卖。

这些举措成功引发目标群体的共鸣，带动品牌全网销量与声量的爆发。更为知名的珀莱雅“早C晚A”的成功，则是将产品功能转化为用户日常玩梗的流行文化符号，让品牌深深融入用户的生活话语体系，实现了从产品到现象级IP的转变。

在抖音，真正的爆品需要具备两大特质——“能卖，也能火”，这需要产品本身能激发用户自传播，形成 “被看见—参与—扩散—购买”的闭环。

数据显示，热点商品爆品率在美妆数码类目高出大盘248%，许多品牌通过明星合作、话题植入等方式增强商品 “蹭热点” 能力。音爆科技副总经理夏知情分享了一个在抖音上的实操案例：某运动服饰品牌借 “欧若风” 浪潮，围绕山野徒步、瑜伽打卡等场景打造情感化视频，成功在25年春季引领了一波销量大涨。

音爆科技副总经理 夏知情

许多品牌商家都希望能“蹭到热点”，抓住抖音上的内容风潮并非“空穴来风”，巨量引擎为品牌打造爆品提供了许多工具，比如借助巨量云图等工具精准洞察热点趋势，发现正在上升中的潜在需求；利用抖音的热点话题和内容生态，打造具有话题性和传播力的产品内容；通过与达人合作、明星代言等方式，扩大品牌影响力，提升商品的曝光度和销量。

在巨量引擎看来，好商品等于商品属性乘以内容属性。当商品具备“蹭热点”的能力时，它在平台的可见性和扩散能力会被极大地放大。

三、618大促尽兴玩法让生意尽兴涨

今年的618大促，巨量引擎准备了全方位的策略支持与丰富多样的玩法，聚焦四大关键领域：「人」、「货」、「点位」、「品牌心智」：

1、人群扩容要尽兴

人群扩容是2025年巨量引擎发力的重点方向，618期间巨量引擎推出大促新人群供给，其中，人群动因更还原、拓展空间更大、投放成本更低。品牌与商家可重点关注行业人群+圈层场景人群，通过巨量云图、巨量星图等工具，结合心智来做品牌卖点、热点内容，再叠加创新投放样式，实现人群的精细化运营和高效流量扩容。

2、货品够尖才尽兴

在抖音，许多优质商家已经在“内容种草”和“商品打造”上实现一体化运营，基于品牌热点快速推出与之相关的商品词条、直播选题等，通过商品蹭热点，变成热点商品，再成为爆品。热点商品运营能更好地召回流量，提升自然GMV，且叠加热点的素材跑量能力更强，全链路运营还能获取更多自然流量，有效解决商家抢量难题。

商家利用巨量云图、罗盘、热点宝、抖店的热点板块，特别是大促期间的电商热点日历，就能够精准找到热点，并将热点洞察与商品结合，完成内容和商品的热点挂接，放大热点商品效能。

3、点位尽兴不打烊

自播作为大促获客的基础，品牌商家今年一定要关注“爆单内容直播间”。通过特色内容直播吸引流量，并注意直播主题与内容环节的关联性，以实现生意的膨胀。

达播方面，除了与自播形成错节奏和错品外，还可以尝试与达人共创预热内容，利用高跑量内容捕捉内容公式并快速裂变，搭配多样化的达播内容与场景来吸引更多流量与生意。

此外，还可以使用「推星达川」的营销链路，以更完整地利用达播的内容优势。在短视频方面，需要制作更具原生感的KOC视频以提高跑量能力，可以尝试使用AIGC产品能力来高效完成内容生产。

4、 心智突围尽兴涨

品牌心智在618大促中对生意表现起着关键作用，其中商品心智围绕产品核心成分和卖点展开，场景心智包含使用场景、适配人群、产品用法；品牌心智则强调品牌认知、市场地位和服务体验等。

尽管品牌心智建设是一个长期的事，但在618大促中也可以实现短期的差异化突围。大促期间，商家可通过高质感品牌广告的持续投入来立住品牌形象，通过对卖点和场景的挖掘来做好产品深度种草，越靠近大促核心爆发日越需要做好利益场景的覆盖。

刀姐doris也分享了她对于品牌心智的新看法 ——“超级小内容，超级小心智，超级小渗透”。品牌过去单一的“大创意、大心智、大渗透”策略已难以取得成功。取而代之的是，需要通过大量的小内容，在用户心智中构建无数个“小心智”，并以精细化的方式实现深度渗透。

夏知情分享了某国产牙膏品牌案例，在已经饱和的品类赛道上，通过抢占差异化非常明确的成分突破点，结合独特的消费场景，强调“保护、修复”的功能特色，实现“品类定义者”的心智成果。

“产品心智是最基础的一层，在产品实力过硬的同时，一定要去结合场景心智，用户才会更容易在‘需要你的时候想起你的产品’，比如‘新手妈妈第一台洗地机’、‘周末下厨的仪式感’——这些关键词就是场景心智。抖音短视频天然适合去放大生活场景，如果品牌能在这些具体生活语境里反复出现，场景心智就很容易沉淀。”夏知情谈道。

尽管品牌心智的塑造需要假以时日，但618大促期间，依然可以达成一定的效果。品牌商家在大促期间实现心智突围，更需要关心的是“节奏感”，采取立品牌->抢商品->拓场景三步走，掌握好蓄水、预热、爆发的节奏，就可以在大促期间，一样达成“品牌心智”的影响力。

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