SNS, or community, refers to a social group formed by using a network as a carrier to bring together netizens with common interests and needs, communicate with each other, and show their respective values. In the community, people can gain a psychological sense of belonging and identity, and its essence is the connection between people realized in the virtual space. After the economic elements were injected into the community in the era of Internet marketing, it gradually became a place for commercial marketing, and community promotion copywriting is a means of promotion and marketing in these places.
Community promotion copywriting is a necessary means for marketing realization in the community. Before writing community promotion copywriting, cross-border e-commerce copywriters need to understand the type of community, clarify the community positioning, identify the community type and member preferences, so as to launch activities and content that match the interests of group members, continuously strengthen the community’s interest tags, and bring resonance to group members. There are mainly the following types of communities.
(I) Product community
Product community refers to a community organization formed in a community with products as the core through interaction with group members. In this kind of community, the product is the bridge for communication between group members, playing a role in enhancing the cohesion of group members. At the same time, merchants can also join the group chat and market products through interaction with group members. Generally, they publish activity copy related to the product, for example, they carry out related topics such as product usage experience, and maintain the activity of the community through communication and interaction.
(II) Interest community
Interest community is a community established based on common interests and hobbies, such as xx game community, xx mother and baby community, xx star fans self-organized fan group, etc., which is supported only by the interests of all members and is also a product of the current Internet era. This kind of interest group is most likely to generate the impulse to consume. For example, a merchant who makes short-sleeved shirts chats with group members in the fan group. When a group member expresses that he wants peripheral short-sleeved shirts, he can provide peripheral short-sleeved shirts to the group members and thus gain benefits. This is the marketing effect of interest community.
(III) Brand community
Brand community is a community formed by group members who have identified with a certain brand and thus gather together. It is the performance of the product community in the later stage of development, and group members can resonate with the brand through mutual communication and interaction. In this community, cross-border e-commerce copywriters need to consider why everyone joins this brand community: is it to obtain brand product or event information, make friends, answer questions, entertain themselves, or get discounts? Then, by prescribing the right medicine, they can maintain the community well and realize the monetization of the brand.
(IV) Knowledge Community
The essence of the knowledge community is similar to the interest community. It is a learning community spontaneously formed by individuals from the perspective of learning, communicating, and acquiring knowledge, such as English learning communities, postgraduate entrance examination communities, etc.; the main positioning of this type of group is to learn knowledge or exchange resources rather than socializing, so creating high-quality content becomes the top priority of the community marketing. The content can be in the form of text, video, pictures, courses, etc., and books or courses can be recommended, etc.
(V) Mutual Integration Community
In the era of mobile Internet, although there are many kinds of communities and each has a clear positioning, the community is not closed. If a person joins multiple communities at the same time and has friends in each community, he will unite these two unconnected communities to form a mutual integration community. For example, the Luoji Siwei Community is a mutual integration community. It is not only a product community, but also an interest community and a knowledge community. Another example is the integration of the badminton community and the tea interest community. This kind of mutual integration community has more copywriting angles and is easier to be perfectly implanted. If you want to promote your own teahouse, you can say “There is a badminton court very close to my teahouse. Welcome everyone to come and sit when playing ball”, which may lead to subsequent realization.
Community marketing is actually a process of word-of-mouth communication. Its marketing method is very user-friendly. It is not only popular with the audience, but also can continue to gather people through audience word-of-mouth, spread word-of-mouth, and let the original audience become communicators.