There is a growing trend for retailers to use social media for brand promotion.
It was still raining on the second day of the Richmond Night Market, so Kara Wu and Yanis Zhen, sales managers at Toy Five, decided to make instant noodles and watch the show at the retail store instead of closing the store. did.
In the wake of a slow, rainy day, Wu decided to make a video blog about his night market experience and post it on Little Red Book. It went viral and received over 8,000 views.
“We have to operate even on rainy days. We set up tents to keep out the rain, and this inspired us to create some interesting videos that bring joy to netizens.” Mr. Wu said.
In addition to the rainy day video blogs, Wu started creating video blogs about stall setup and business operations for the store's account.
“I like watching video blogs like this from other bloggers, so I want to create videos to promote our products and provide relaxation to our customers.”
Once they started posting video blogs, Wu explained that engagement increased significantly compared to just posting photos. Their Little Red Book account gained over 500 followers in a week and over 1,000 followers in a month.
“Online traffic certainly brings more customers to our store. It even attracts customers from China to buy our puzzles,” Wu said.
Another ToyFive employee, Zhen, whose main responsibility is to increase brand awareness by opening stalls at night markets, also manages operations on various social media platforms such as Instagram and TikTok for marketing purposes. I said it's starting.
“Before, there were a lot of tourists who would vlog at Richmond Night Market to recommend things,” says Jen. “This year, due to the early opening and the recent unseasonable weather, the number of posts by vendors exceeded the number of posts by tourists.”
ToyFive isn't the only night market vendor making videos and posting them on social media.
OnePick vendor Yi Lin created a series titled “90s Rebirth Diary: Vancouver Stall Setup'' to record his daily business experiences.
The style of this video is interesting and allows more netizens to know what happens in a day from the vendor's perspective.
“Everything is a new experience for me as I just moved from Toronto to Vancouver. I have used daily video blogs to record my experiences and life so that I can look back on it in the future,” said Lynn. Told.
Although the purpose of her Little Red Book account is not to sell products, about 20% of her customers still come for these videos.
Lin pays more attention to other social media platforms, as her clothing style is more suited to TikTok and Instagram.
Lin says Richmond Night Market stakeholders primarily focus on grocery stores as a selling point, which is why many of Richmond Night Market's retailers have started creating their own short videos for marketing. He added that it was for the sake of it.
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