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From the rhythm and number of new episodes, this summer is probably the most “tired” summer file for fans –

In early June, “Juvenile School” “Along with You to the World”, “Animal Administration” kicked off the summer program; at the end of June, “Chang’an Twelve Hours” and “Chen Qingling” took over; in early July, The beautiful time of the rogue, “Dear, Devotion” began; later, “Yu Yuan”, “Kyushu”, “Full-time Master” and “Little Joy” were broadcasted in succession… The outbreak of the summer drama series was dazzling.

The popularity of the series is also evident from the popularity of social media. As of press time, “Chen Qing Ling” has become the first place in the domestic drama scores with a score of over 510,000. The “Chang’an Twelve Hours” is also ranked TOP10 by the number of people who scored over 280,000. On Weibo, the topic #亲爱的爱爱# Reads over 35.35 billion, #陈情令# has a reading volume of over 19.9 billion. The number of topics in which the topic format is #主演+剧集# has exceeded 3 billion.

However, the social media popularity of this summer’s summer drama series does not seem to help them break the barriers between the layers of users. Take the three hot works of “Chen Qingling”, “Dear, Devotion” and “Chang’an Twelve Hours” as an example. The ratio of male to female and average age of users on the first day and the finale are broadcasted on Yunhe Data. There is not much difference.

“Full-time master” has a strange scene: one side of the tiger to vote for the 2019 praise drama TOP3, while on the microblogging active fans over 89% for women, and mostly Yang Yang fans. Although the men and women of this drama pass, the circle barrier between the two groups makes it difficult for the network share of the cloud network to reach the top. The maximum heat value of the cat’s eye is only 9404.27, which is lower than the other head episodes.

Intercepted from Full TimeMaster” propaganda long map

Why did the episode break out in this summer stall? High-heated works are gathered, why is it still difficult to break through the barriers?

The drama has been blown up

Crowded summer files can be seen in quantity.

Cloud computing data CEO & founder Li Xuelin introduced, according to Yunhe data, the summer drama series from June 1 to August 18 a total of 110 dramas, the number is still 86 in 2017. The most day, a total of 9 new dramas were released. In the face of such a crowded broadcast, even if the hot-selling “Chen Qing Ling” is held, the producer is also very troublesome. “We are almost facing a new drama every week.” Yang Xia, the chief producer of “Chen Qing Ling”, said, “My boss said that this week is the most crucial week. It will be fine this week. I didn’t expect to have a new episode coming up next week.”

The summer drama series is broadcast intensively, and the heat is reflected in many aspects. In terms of social media, according to the statistics of the film, during the broadcast of “Chen Qing Ling”, the list of related hot searches reached 190, while Sina Entertainment officially showed that “Dear Dear Love” was on the list of more than 100 hot searches. In terms of the amount of play, the relatively serious theme of “Little Joy” is also on the second weekend of the broadcast, the number of players on the top of the iQiyi hot list, Tencent’s net broadcast list, Yunhe data effective play list, cat’s eye TV series Heat list, bone heat index rankings.

The summer drama series also set off a boom with the goods. Take “Chang’an Twelve Hours” as an example. According to the data of hungry, the sales volume of Beijing’s water-potted lambs has increased by 133%, and Taobao Fire Crystal Persimmon Search The volume increased by 2127%, while the data on Ctrip tickets showed that the number of air ticket searches to Xi’an increased by 130% year-on-year, and the peak time increased by 200%.

Crystal Persimmons in Changan Twelve Hours

In addition to the heat, the quality of this summer’s summer drama series is also the highest in the past three years.

According to Yunhe data, there are 10 works with more than 6 points of watercress in the summer drama series Yuntong effective play volume TOP20, which is the same as 2018, 6 more than 2017; 8 or more works There are three, followed by “Chang’an Twelve Hours” (8.4 points) “Little Joy” (8.3 points) “Da Song Juju” (8.2 points), the highest in the past three years, the number is 2018 0. In addition, “Chang’an Twelve Hours” has also become the first national drama to be broadcast overseas.

Why is this year’s summer drama series focused on the quantity and quality?

The advance planning of the series is one reason. In the episode of the hit drama, some of them are specifically aimed at the summer file due to the theme, such as the “full-time master” of the e-sports theme, and the “Little Joy” that is intended to be broadcast after the target user finishes the college entrance examination. At the same time, there are also producers who have been deploying summer files for many years, such as “The Cyclone Girl” and “The Splash of Flowers”, “Walking You to the World”, Fang Guanda, “The summer file is a gathering of young people, we do At the time, it was aimed at young audiences, and it was aimed at young women.” Talking about the reasons for the layout of the summer file, Yan Junjie, the deputy general manager of Guanda Film and the general plan of “To accompany you to the world”.

“To accompany you to the world”

But the guests also mentioned that the “fried” of this summer file is only an accidental phenomenon. “The annual summer program is a time when many dramas want to compete for broadcasting, but this year there are some special circumstances that will make some costume dramas, including younger ones, focus on June and July.” Sina Entertainment Division / The editor-in-chief of the comprehensive editor and microblogging star video operation director Zhang Ben said. Luo Xiaomang, the producer of the entertainment industry of “Chang’an Twelve Hours”, said that the summer file is a very regular time period, and the fixed crowd will have more time to watch the long video. There are not many episodes of this time before this summer’s summer, and everyone’s attention to the summer will be more intense.

In Yan Junjie’s view, the phenomenon of episodes in the episodes may indicate that the content of the platform is more productive than in the past. “The production capacity is more concentrated on high-quality works. The platform will purchase various types of dramas, and then combine high-quality content to quickly make a blast. The producers are also constantly focusing on experience, like “Chang’an Twelve Hours” is a very innovative (Themes), “To accompany you to the top of the world” and “Full-time master” are new types of e-sports themes, providing the audience with many new options.” Yan Junjie said.

“Full-time Master” is the first domestically produced drama using engine shooting technology

Why is there no national explosion?

Although there are not a few high-profile episodes this year, from the user data level, there is no national explosion.

From the perspective of Yunhe data, even if “Dear, Devoted” market share and full enthusiasm once occupied 20% of the network’s episode traffic, it is the hottest explosion in the summer file, but its broadcast There were no significant changes in gender, age, and geographical dimensions during the period. The proportion of female users was still higher than 80%, and the proportion of 20-39 years old was only changed from 80% to 76%. Last year’s summer drama “Yanqi Raiders” was broadcasted to the second half of the year, and male users increased by 18%. As a female-oriented drama, such growth can be regarded as a proof of “out of the circle.”

Dear, Dear, Cloud User Data Image has changed less since it was aired on July 24

Why did this drama have a summer file that was blown up, but couldn’t have a user’s portrait on the circle?

The most direct reason is that there are more competitors in the same period, and it is inevitable that the dramas will be mutually restrained. This will have an impact on each other’s heat. In order to stand out from the crowd, many dramas are frequently added and adjusted.

“The release of this summer file is too messy.” A data analyst told the drug lord. “Chen Qing Ling” and “Chang’an Twelve Hours” were first broadcast on the same day, and the broadcast period coincided, but the second week of “Chen Qing Ling” was changed to broadcast from Monday to Wednesday; “Chang’an Twelve Hours” The final week announced that there will be more episodes, and five episodes a day; “Come on, you are the best” in the week of the broadcast, 8-10 episodes, and announced on August 19th to add more…

Another reason is the stratification of the audience.

From the difference in the popularity of different social software, the barriers between the user circles of the series have become more and more clear. After the episode was aired, the video playback volume of Li’s current topic was over 12 billion, while the video playback volume of Xiao Zhan’s topic was 4.3 billion less. The video on the B station with Xiao Zhan as the target, the most played has exceeded 2.6 million, and the video with a million clicks has 12 The video targeting Li is only 1.8 million, and the number of videos with over one million clicks is less than 7.

Shadowed by the netizen as “Blood B Station”

The female-oriented drama did not make a circle, and the male drama “Full-time Master” and “Kyushu” was concentrated in a small circle. In Zhang Ben’s view, this kind of circle is not necessarily without the support of the audience, but the male audience does not like to share. This feature will have an impact on the popularity of the episode. “For example, in 2017, “The Grandmaster Division Sima Yizhijun Division” can see many articles with deep conclusions, but there is no comment in the sky.”

The 2018 Cat Eye Institute “2018 TV Market Watch”

Whether the male drama series has a predicament in propaganda, it is naturally difficult to adapt from the text. An industry insider told the drug lord: “All the male frequency things will encounter great difficulties when they are adapted. The status of the male actor is often very passive. For example, “Kyushu” is particularly obvious as a history. The story of the growth of the heroes of the threatening youngsters. The female syllabus is better to change, because it is more in line with the rules of TV drama creation, it is more difficult for male literary texts.”

How to seize more users in the future?

When the episode’s circle barriers are getting thicker and thicker, how can the competition’s main team and platform compete for more users’ attention?

The guests of several producers said that while the audience’s aesthetic improvement and the circle are becoming more and more refined, it is still the most important to put more energy into polishing the fine content. “No matter what type of product, in addition to multi-dimensional, multi-angle development, it is crucial that everyone spend more energy on the content. Only the boutique will have a voice in marketing and propaganda.” Luo Xiaomang said .

“There is a cycle in the performance of a drama, but the more people watching it are mainly the more popular hits. It will give a strong stamina after the drama of 40 or 50 episodes. From the perspective of the creator, it is very difficult.I often tell us three episodes before and after life and death, seven minutes, but not only the first three episodes, seven minutes is very important, the stamina of the episode is also very important. As the director of literature for Xiao Xia, Gu Jiehui emphasized the importance of the script.

“Happy” Stills

And we also found a new trend in this salon. After the boutique content becomes a basic requirement of the industry, other factors of winning may include social media announcement and drama operation.

“The dramas I chased this year were all given to me by the vibrato.” When a viewer talked about the impact of the platform on his drama, he shared with us his summer file tracing history, “because always Shaking the sound to “Dear, Love”, I bought a Tencent member, and then I read “Kyushu” and “Little Joy”.”

“Dear, Devoted” is a topic related to vibrato

As a representative of the social platform side, in Zhang Ben’s view, all the hot dramas seek a broken circle in the process of publicity. From the perspective of Xuanfa, he summed up the two ways that the circle of routines will choose. One is the topic of socialization. For example, in terms of beauty, such as a full-time master, a hot search is called “Jiang Shuying Mawei”. . One is to bind the star, so that the heat of the starring can be fed back to the drama. “How to really drive the participation of passers-by from the topic, not just those who are already watching this drama, this is what we pursue from the marketing method.”

Do not go to the horizontal competition for users, but the most vertical operation of existing users with the idea of ​​fan operation. It is also a way to obtain highly viscous users. “Chen Qing Ling” is a successful case. “We are doing vertical content, for the divergent young female audience, to make this group of users deep and thorough. So our promotion is based on the idea of ​​fan operation, including the operation of Guanwei, some unique benefits. Wait a minute. Let’s settle down a group of users who can follow the drama, and then slowly ferment through the vertical divergence.” Yang Xia said.

At present, the OST album of “Chen Qing” has exceeded 150 in QQ music sales.0 million; the official Taobao shop has 6 sales of goods broken 3000, of which the highest sales of goods have exceeded 40,000; the last six episodes of members paying on-demand, also unlocked more than 2.5 million in one day, the estimated revenue exceeded 75 million yuan, Created a new model for domestic member payment.

“petition to make” official Taobao