When humans can’t read and speak, they first know the picture.
Editor’s note: This article is from WeChat public account “Birds Notes” (ID: niaoge8), the author spends a small flower.
When I was a child, I especially liked to read the revolutionary villain. Although I don’t know how many words, I can see the comics and I can enjoy it. If I am older, I will watch Conan and I have never seen the ending. I have been in junior high school. I was fascinated with a few meters of comics. The most impressive thing is to “go left, go right”, and often use the language inside to apply to the composition.
Now, after working for years, I will watch all kinds of comics and new media, GQ Lab, a Zen monk, a mixed child… I don’t know, I’m actually with comics! This bamboo horse is not ordinary, it can lead a new marketing trend, nowadays, comics marketing has become a hot topic!
Revolutionary Book
柯South Manga
Go left to right
What is comic marketing
1.Comics
Using simple and exaggerated techniques to depict pictures of life or current affairs, generally using distortion, analogy, and symbolic methods to form a humorous and humorous picture to achieve the effect of satire or singing, and has a strong sociality.
2. Marketing tools
Incorporating some business backgrounds in people, things, and fields in books, subtly affecting users and creating their consumption concepts and consumer perceptions is a far-sighted marketing tool.
3. Marketing Style
Comics only achieved significant economic development after the combination of business and economic development, resulting in a variety of comics marketing forms such as book comics marketing, audio and video comics marketing, animation comics marketing, and new media comics marketing.
What we are going to discuss today is the marketing of new media comics.
I believe that everyone is familiar with these head comics: GQ Lab, a Zen monk, a scorpion, a small doctor, a funny youth, a local climate investigation team… 100,000+ small meaning, push You don’t have to get used to advertising without ads.
What are the characteristics of comic marketing compared to soft text marketing? Let us think about it together!
Characteristics of comics marketing
1. Unique ideas
Unlike writing articles, comics capture the eye with visual creation + refined text reversal, and in conception, more emphasis on uniqueness and creativity. In general, it can be divided into 5 paths: simple, empathy, scene, story, accident.
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Simple
The characters are simple, the text is simple, and the point of view is simple.
The so-called characters are simple, that is, there are no complicated characters in the whole comics. Many times they are single characters, and some are divided into industries, regions, ages, genders, etc.For example, an interesting young man “The programmer is really a wife too funny!” ! ! “The character is a programmer.
And some are the same role from beginning to end, such as a Zen monk, a stiff fish. These are the ideas that must be had from the beginning of comics marketing. The characters will run through all the time. Unlike the texts, an article has an article.
The text is simple and can’t be lengthy. To be exact, comic text is more like a product copy. Every word can’t be redundant. When the user is attracted by the comic, the text should play a role in boosting. Sometimes like a movie line, every frame can be recorded by a screenshot.
For example, a screenshot of an article in “GQ Lab”, inside the sentence “I hope that this time to fast forward, it is best to be able to fly tomorrow”, can cause many users to resonate. The simplicity of the text is that it is not illusory, not easy to understand, but the world is already so difficult, and there is no need to mess up.
The point of view is simple. Many of the ideas in the comics are attitudes towards life. They are close to reality and have a high affinity. Without the burden of thought and morality, it is simple!
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Effort
What is empathy? The same feeling, empathy, and love!
The most prominent thing in the use of comics is the human effect. Nowadays, there is no such thing as a “personal setting”. I am embarrassed to come out and mix, “eat the goods” and “female man”… Whether it is a vegetarian star or a brand media, it is highly sought after.
National makeup brand Han Hou relies on six groups of “people-made” comics, “face-faced girls”, “hard-core girls”, “social house girls”, “opening girls”, “playing girls”, “intermittent The Buddha Girl” improves the user’s acceptance of product information. Female users are very impressed with this, allowing users in different circles to find their own labels and generate empathy.
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Scenario
There are many types of scenes: narrative scenes, lyrical scenes, atmospheric scenes, subjective scenes, and imagery scenes (psychological imagery, inner imagery, generalized imagery, conceptual imagery, and aesthetic imagery).
Text can also shape the scene, but the comic scene is more subtle and can visually present the scenes imagined in the human brain. For example, the following dialogue scenario:
When we look at the article, we often have elders who can’t understand the nature of our work. At the same time, we often have a picture in our mind to show this kind of entanglement. At this time, the cartoon is drawn for you. Became your scene.
Why do some people like friends to read texts? That’s because they just want to show a certain scene in the social, not the whole article, the comic just makes up for this deficiency.
There are still many people who express their feelings in a circle of friends. They like to use a picture to illustrate, both interesting and coverable.It is also a specific scenario to hide some of your true emotions.
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Story
When we were young, we liked to read fairy tales. Later we learned that fairy tales are deceptive. So, we like to watch comic stories now, because we can always see the shadow of life from the comics, as if our story was printed. Above.
An interesting young man, “I miss those who chase you,” tells a lot of stories about the past 90s. As long as it is a story, it can bring back memories and cause talks. After all, even if we grow up, it is the child who likes to listen to the story.
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accident
Or called reversal, you can see the beginning, but you can’t guess the ending. It is a lot of comics.
If it’s a straightforward, users will soon feel boring, like a TV series, the script is not enough, and the subsequent power will be insufficient. Compared to the text, comics marketing can show this accident from multiple angles, even if it is an advertisement at the end, it can make people stunned.
For the simplest example, an accident can also be a comparison. For example, the following comics: Congratulations on the surface, and arrogant opposition. This contrast effect, comics are a natural advantage.
2. Strong performance
Manga, can be diffuse, can draw.
In terms of text, if it is too exaggerated, it is inevitable that people are criticized, but comics are different, exaggeration, suggestion, symbolism, innuendo, satire… a variety of techniques go into battle, giving people a more direct stimulation.
For example, the inner dialogue is presented by a dog. If it is text, would you say that my heart is a dog? The former is interesting, the latter is swearing.
Look at the picture below. If the text is simple: all efforts are not worth mentioning, the achievements of the past are negligible. Although it makes sense, but it does not have much emotion, but when the comics draw two lines of tears, do you suddenly touch? This is the expressive charm!
Look at the dialogue in the group below. A group of friends sent a cartoon. The girl and her boyfriend broke up. The reason was that she hadn’t seen her boyfriend for three years because her boyfriend was an activity! Exaggerated to make people unintentionally refute, the nature of the activities of the activities performed day and night is on paper.
3.Easy to spread
We all know that there are six rules for virality: stories, social currency, motivation, practical value, emotional orientation, and herd.
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Story, as we mentioned earlier, the storytelling of comics is stronger than words. Every comic tweet is almost a short and succinct story.
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Social currency, comics are very social, and we share them to enhance our image. In addition to an entire chapter, every frame of the comic can be shared. In the group, in the circle of friends…
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Promoting, in general, what we share is always the first thing that comes to mind. Comics tend to cause visual empathy and make our brains more lazy.
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Practical value, the value of comics lies in its entertainment and reality.
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Emotional tendencies, comics are more conducive to the establishment of people, we can accompany the growth of the characters, and even slowly think that they are the character. But the text is relatively ineffective.
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From the crowd, not only from others, but also from oneself, I believe that everyone’s literacy counseling at the beginning begins with pictures. Early childhood education is not pure text, so human beings are born with more Identification and goodwill are easier to spread.
Summary
Based on the above, we can find that the characteristics of new media comics marketing, first of all, the excavation of human nature, “Three Character Classics” said that at the beginning of people, the nature is good, in my opinion, at the beginning of the people, painting first. When humans can’t read and speak, they first start to understand the picture, which is the means of human origin.
Secondly, the key to comic marketing is the unique concept, which consists of five paths: simplicity, empathy, scenes, stories, and accidents. If you think about these five paths clearly, then the results will not be too bad.
Next, comic marketing has stronger expressiveness, and various exaggeration methods are false in the text, and in the comics is a kind of mirror for people to enjoy.
Finally, comics marketing fits into the principles of communication, both emotionally and in terms of value, both socially and in terms of publicity.
Every marketing has its own uniqueness. The key is to find out its uniqueness. This is my understanding of comic marketing.