Why are micro-movie commercials more popular?
Editor’s note: This article comes from WeChat public account “ NetEase H5 ” (ID : Wangyih5), author 玖 柒. It’s another year of returning home, and Apple’s Spring Festival micro-movie arrives on schedule. 
As in the previous two years, Apple released a trailer on the public account in advance. At 5 pm on January 11, the feature film was launched on the entire network simultaneously.
Divorced female taxi The driver was alone, regardless of his mother’s objection, and took the child to hire. They have suffered from the eyes and dislike of passengers, and have spent countless hard-working days. But in the back seat of the taxi, the child saw the colorful world through the “kaleidoscope” given by his mother. 
Finally, in the springOn the festival day, the three generations met in a taxi, and the mother ate the long-lost chives and egg dumplings.
The 8-minute micro-movie is still warm and moving, but in fact, the 3 minutes and 21 seconds of the film is the highlight of the Apple promotional film.
In the hands of the master, the mobile phone has become a shooting artifact in the end.
This year’s film flowers, except for To borrow the words of the great director, talk about how useful the Apple phone camera function is, and also emphasize the importance of mobile photography for free creation.
Seeing the whole film, you ca n’t imagine it because 1200 The megapixel Apple crushed by domestic brands has such a powerful photography function.
Compared to the star endorsements of other mobile phone commercials, which are both beautiful and beautiful, Apple ’s “simple” humanistic care films are more eager to buy.
Unsurprisingly, this movie was published on Weibo Hot Search in just over an hour after it was released.
What’s so powerful about Apple’s commercials?
2015-2020, from commercials to micro-movies In 2015, Apple launched the Spring Festival commercial “Old Records” for the first time in China. In one and a half minutes, it tells the girl’s tender story of using Apple products to help her record old records.
2016 Apple New Year advertising film ” “Send You a New Year’s Song”, is the soul of Qingdao Chinese music scene Li Zongsheng, a new way to combine the instrument and Apple products to perform the classic song “Congratulations Congratulations” again.
2017 The theme of the year is “Made in the New Year”, which consists of four short films: “Family Portrait”, “Color and Fragrance”, “Good Omen”, and “Years of Fish”. Apple’s various products and functions have made their debut on the stage of the Spring Festival.
Everything has changed since 2018. Apple’s official presence on the WeChat public account for the first time has begun to launch the Spring Festival WeChat movie.
In 2018, Apple launched the Spring Festival commercial “Three Minutes”, which was adapted from real stories and shot by iPhoneX. Tells the story of a train attendant’s mother who can only meet her son Ding Ding for 3 minutes when she stops at her hometown, Kerry Station, because she has been on duty for several years.
When Ting Ding came up with the multiplication table “nine hundred and eighty-one”, many people burst into tears.
“Every moment of reunion, you can keep it.” Apple explained the original intention of the product with true feelings. 2019’s New Year micro-film “A Bucket” tells the story of a son who works in a big city leaving home after the Spring Festival and his mother brought a bucket of eggs.
Since 2018, Apple’s Spring Festival promotional video has no product implantation in its content. Instead, the pure output spirit and values of the product are set aside. The audience is not forced to accept the playfulness of the advertisement.
Brands are not the participants in the story, but the bearers of the story. The spread of an excellent story itself must be higher than that of a branded advertisement. When domestic brands can achieve 100 million pixels, and Apple’s latest model is still only 12 million pixels, what Apple can do is not to tell you how good my configuration is, but to use works, let us cut Really feel the charm of mobile photography.
Public account incoming micro movie
When it comes to content, in the age of the mobile Internet, you have to mention it from the media.
Zhang Xiaolong mentioned in the 2020 WeChat Open Class that although the WeChat public account is not prepared for self-media, it is the best platform in the field of self-media.
A small mistake of the WeChat public account is that it has become an article-based content platform. WeChat needs more diversified content
1. The platform supports video content 15 seconds of video cannot meet the needs of sharing in the circle of friends. Most of the videos we share in the circle of friends are links to third-party platforms such as Weibo and B Station. 
The first advertising film” What is Page “in 2019 is also swiping the screen in the circle of friends through third-party links. WeChat is clearly aware of this problem and is eager to make efforts to enrich the diversity of platform content.
In 2019, the public account has been optimized for picture push and video push. Just a few days ago, the videos in the public account could also be sent directly to conversations and group chats. This has brought a lot of convenience to the dissemination of native video content in WeChat.
2. Public account from text to video
Tan Xinshe is one of the first self-media to try to transform the public domain video field. Tan Xinshe seizes the public’s true desire to understand the star’s heartThe needs of law and outlook on life show the other side of the celebrity in the form of celebrity documentary interviews, becoming the TOP3 of the Weibo video interview program in 2019. 
Then hit the iron while hot and extend A series of micro-movies related to star content.
Cooperate with well-known directors and professional shooting teams to produce high-quality micro movies. The form of micro-movie is more in line with the video development trend of the mobile Internet, and has a higher degree of integration with brands.
3. Self-media micro-movies vs traditional video ads
Advertising films of traditional advertising companies are well versed in brand marketing and have produced many classic advertising works. However, the promotion can only be delivered through the channels of Guangsha.com.
Most brand advertising films focus on visual shock and feature promotion, but ignore content expression. The self-media cooperation micro-film just makes up for the lack of traditional brand advertising content expression.
MCN is obviously better at packaging and promoting new media platforms. From the perspective of content, it will deeply integrate with the brand and spread its influence to the entire network on the basis of its own fans.
Take the Xinxinshe micro-movie series as an example, you can pre-warm topic articles by using large emotional slots, and then publish a series of micro-movie positive tweets in Tanxinshe through Weibo and news clients Diffusion, and then extend the long topic through NetEase.
Using its own multiple account types to achieve the cyclical promotion effect of full content and platform.
Many celebrity studios also choose to cooperate with the short video MCN to make content and carry goods on Douyin, such as Cecilia Cheung and Liu Yan. New media + advertising can be better integrated in the era of booming MCN.
Everything has changed since 2018. Apple’s official presence on the WeChat public account for the first time has begun to launch the Spring Festival WeChat movie.
In 2018, Apple launched the Spring Festival commercial “Three Minutes”, which was adapted from real stories and shot by iPhoneX. Tells the story of a train attendant’s mother who can only meet her son Ding Ding for 3 minutes when she stops at her hometown, Kerry Station, because she has been on duty for several years.
When Ting Ding came up with the multiplication table “nine hundred and eighty-one”, many people burst into tears.
“Every moment of reunion, you can keep it.” Apple explained the original intention of the product with true feelings. 2019’s New Year micro-film “A Bucket” tells the story of a son who works in a big city leaving home after the Spring Festival and his mother brought a bucket of eggs.
Since 2018, Apple’s Spring Festival promotional video has no product implantation in its content. Instead, the pure output spirit and values of the product are set aside. The audience is not forced to accept the playfulness of the advertisement.
Brands are not the participants in the story, but the bearers of the story. The spread of an excellent story itself must be higher than that of a branded advertisement. When domestic brands can achieve 100 million pixels, and Apple’s latest model is still only 12 million pixels, what Apple can do is not to tell you how good my configuration is, but to use works, let us cut Really feel the charm of mobile photography.
Public account incoming micro movie
When it comes to content, in the age of the mobile Internet, you have to mention it from the media.
Zhang Xiaolong mentioned in the 2020 WeChat Open Class that although the WeChat public account is not prepared for self-media, it is the best platform in the field of self-media.
A small mistake of the WeChat public account is that it has become an article-based content platform. WeChat needs more diversified content
1. The platform supports video content 15 seconds of video cannot meet the needs of sharing in the circle of friends. Most of the videos we share in the circle of friends are links to third-party platforms such as Weibo and B Station.
The first advertising film” What is Page “in 2019 is also swiping the screen in the circle of friends through third-party links. WeChat is clearly aware of this problem and is eager to make efforts to enrich the diversity of platform content.
In 2019, the public account has been optimized for picture push and video push. Just a few days ago, the videos in the public account could also be sent directly to conversations and group chats. This has brought a lot of convenience to the dissemination of native video content in WeChat.
2. Public account from text to video
Tan Xinshe is one of the first self-media to try to transform the public domain video field. Tan Xinshe seizes the public’s true desire to understand the star’s heartThe needs of law and outlook on life show the other side of the celebrity in the form of celebrity documentary interviews, becoming the TOP3 of the Weibo video interview program in 2019.
Then hit the iron while hot and extend A series of micro-movies related to star content.
Cooperate with well-known directors and professional shooting teams to produce high-quality micro movies. The form of micro-movie is more in line with the video development trend of the mobile Internet, and has a higher degree of integration with brands.
3. Self-media micro-movies vs traditional video ads
Advertising films of traditional advertising companies are well versed in brand marketing and have produced many classic advertising works. However, the promotion can only be delivered through the channels of Guangsha.com.
Most brand advertising films focus on visual shock and feature promotion, but ignore content expression. The self-media cooperation micro-film just makes up for the lack of traditional brand advertising content expression.
MCN is obviously better at packaging and promoting new media platforms. From the perspective of content, it will deeply integrate with the brand and spread its influence to the entire network on the basis of its own fans.
Take the Xinxinshe micro-movie series as an example, you can pre-warm topic articles by using large emotional slots, and then publish a series of micro-movie positive tweets in Tanxinshe through Weibo and news clients Diffusion, and then extend the long topic through NetEase.
Using its own multiple account types to achieve the cyclical promotion effect of full content and platform.
Many celebrity studios also choose to cooperate with the short video MCN to make content and carry goods on Douyin, such as Cecilia Cheung and Liu Yan. New media + advertising can be better integrated in the era of booming MCN.