In 2020, please collect this episode marketing guide.
Editor’s note: This article is from the WeChat public account “Network Entertainment Watch” (ID: wldygc2016) a>, author Ai Muzi.
In 2019, the drama market Vientiane is updated.
Affected by policy controls and the downturn of the capital market, the scale of the domestic drama market in 2019 has shrunk. Only the Tencent video single platform, the domestic dramas launched in 2019 will be reduced from 159 to 149 as a whole.
But at the same time, this year, “Dear, Loving” merged sweet pets with professional e-sports, creating a sweet love between online celebrity singers and e-sports “now boyfriends”; “It’s All Good” focuses on Chinese families, Native families, preferences for boys and girls, and other national topics earn audience tears; “Chen Qingling” creates novels, comics, and episodes of IP series, CP explodes all summer; “Qing Yu Nian” costume costume science fiction fancy circle, causing the end of the year Follow the drama boom …
Although the number of episodes has decreased, the number of single episodes has increased, high-quality content has frequently appeared, and works of different themes and different circles have caused extensive social discussions. It has also made “exploded episodes” the key to avoid. word.
To a certain extent, it also reflects that the drama market in 2019 is changing from quantitative to qualitative, and has gradually completed the transition to high-quality dramas. Therefore, the marketing effect of drama marketing on brands has become more and more significant. obvious.
From the initial promotion of cognition, to today’s reliance on emotional resonance to enhance affection, brand drama marketing is entering a new era.
The “secret” behind the popular drama series
Talking about popular dramas, what is “out of the circle”? First look at a set of data in the “2020 Drama Marketing Insight Report” recently released by Tencent Video. (Two weeks after the project ends)
Early in 2019, the costume drama “Do you know whether it should be green fat, red and thin” was played on Tencent’s video single platform, and its playback volume exceeded 10 billion; the “Dear, Love” episode was 163 million, with an average of The champion of playing volume; The total playing volume of “Chen Qingling” is over 5 billion, and the popularity of CP in the play has not fallen; the total playing volume of “It’s OK” is nearly 6 billion. / p>
These episodes can gain such high popularity on the Internet platform.The high-quality content, high-level production and the actor’s own traffic blessing, on the other hand, also show that the platform users’ watching behavior is undergoing tremendous changes.
According to the data of Tencent Video in June 2019, from the perspective of the crowd, the number of daily users of Tencent video episodes has exceeded 100 million, the monthly population reached more than 400 million, and the top dramas reached more than 300 million users.
Among them, the post-90s and post-00s users have become the main force of drama watching, and their users are more sticky, with an average of at least 4 episodes per person per day.
Affected by the multimedia age, these young users mostly pay attention to the interaction of the episodes, and have a high demand for offline discussion of the episodes. Projection into the episode market has led to barrage, rice circle self-editing videos, etc. The increase in the number of interactive forms has led to the secondary dissemination of the drama in the user base.
At the same time, the rejuvenation of users has also brought the transformation from pan-category to typed and precise drama watching needs. It is not difficult to understand that with the increase in the number of young people with slashes, the series of dramas are gradually divided into more detailed circle divisions on the basis of male orientation and female orientation.
For example, the “Elite Lawyer” just finished, based on the division of male and female audiences, it has extended more detailed “workplace” and “lawyer” tags. After the broadcast, it triggered the lawyers circle. Extensive discussion.
In addition, the “slash youth” increased its involvement in different forms of IP, which also prolonged the drama’s subsequent fermentation. Take “Chen Qingling” as an example. During the drama’s popular broadcast, the original IP’s novel “Magic Master” and its animation received radiation from the episode’s traffic, and the value was secondarily fermented. At the same time, the output around the IP The “Chen Qingling” music album and the concert of the ancient style and the meeting of the role of CP in the play, so that the show can continue to be in the circle after the end of the episode.
It is precisely because of the long playing time of the episode and the rich story line that the shaping of the characters can cause the audience to “empathize” extended to the characters, actors and other IPs. Compared to “variety shows” and “movies”, The episode market is a bigger “cake.”
For brand owners, “empathy” is also the most unique marketing value of the episode. Unlike variety shows and movies, a big play takes longer to carryThere are more social topics, stronger follow-up fermentation capabilities, and more of a companion experience for users. If the brand can use the user’s resonance with the drama to properly combine in this period, from the long-term effect, the brand Image upgrade benefits even more.
Take Su Daqiang as the character in “It’s All Good” as an example. After the episode was broadcast, the character was nicknamed “the most dad in history” by netizens. One of the most discussed characters in the episode, and after the episode ended, with the role of the role transferred to the role of the actor Ni Dahong, the new endorsement and offline drama performances he took over, also has unprecedented popularity.
Platform empowerment, How to increase the marketing value of episodes?
Compared to the patch implantation in earlier years, there has been a new upgrade in the way of drama marketing.
According to the 2020 Drama Marketing Trends Insight Report, most of the current episode marketing on the market is based on creative advertising, interactive advertising, and multi-IP marketing. Supported by technical means, it can help brand owners meet the drama aspect. Marketing appeals at different stages.
Taking Vipshop as an example, the brand chose the prelude to promote the marketing keywords of “high frequency” and “wide coverage” in combination with the drama “It’s All Good”. The way the stars broadcast.
A dozen episodes were broadcast, with the slogans “both good brands” and “three percent off” In repeated broadcasts by actors such as Yao Chen and Guo Jingfei, Vipshop will achieve a strong brand exposure through the title position. With the help of celebrity influence, the brand focused on sucking powder, and achieved the marketing goal of wide coverage and multi-frequency reach.
As for the more intensive integration methods required by other brands, the current platform also provides two creative advertising modes: “Creative Insertion” and “End Mixing”.
Meiso Jiaer combined with “Do you know whether it should be green fat, red and thin?” using creative interpolation to create a “Children’s Classic” of native content with the role of gentleness and grandma, and strengthen the characteristics of Mei Sujiaer , Thereby upgrading “Ads” to “Content”, helping Meisujiaer reach more high pricesValue the potential customers, and cleverly embed the value of the product, and establish emotional connections with users.
In some other episodes, the brand will also specially invite the actors in the drama to start from the role and shoot the short advertising advertisements in line with the brand ’s logic and development, and then use the “small theater”, ” “Easy Moment” format appears, creating brand-specific creative content that effectively conveys product information while moving the audience.
Ctrip chose “Mixed Cut Advertisement” in “The Warm Hours to Us”, and used the story editing method to re-adopt the brand marketing dubbing to meet the current young people’s favorite self-produced The form of content, the plot-type advertising output for the brand.
In addition, in order to meet the interactive needs of young people today, the brand also has many new options in interactive marketing.
During the airing of the costume drama “Qing Yu Nian”, which was broadcast at the end of the year, it provided the brand owner, Annie Nutrilite, with voting extensions and discussion questions such as “Chen Pingping turned out to be fit”, which naturally extended to the brand. User insight report; offline, Ani Nutrilite and “Yu Qing Nian” also launched a “lost bag” social activity at the end of the year, while enhancing offline interaction, also realized the brand-broadcasting of the social communication.
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On the other hand, with the increasing number of episode IPs now, the network platform’s own resource linkage can also help brand marketing from episodes to other content on the same IP, making deeper integration.
During the broadcast of “Chen Qingling”, Lan Wangji in the play interacted with Wei Wuxian in the anime “The Master of Magic Road” when filming an advertisement of pickled beef noodles in Laotan, and used double IP to cross the dimension. Interactive creativity has directly enhanced audience awareness and favorability of the brand, and has achieved maximum IP potential.
Technical means can also bless brand marketing.
Take Tencent Video ’s seamless technology as an example. This technology can use AI recognition and post-implantation technology to re-synthesize content that has been filmed, and naturally embed brand materials into many scenes in the drama. . In the past year, Snowflake Beer and “Full-time Master”, Ruixing Coffee, “My True Friend”, and “Juvenile” all solved the lag problem of drama implantation through this technology, allowing brands to Update the product and advertisement screens at any time to form a better interaction.
With high-quality content, How brands can seize new trends in drama marketing
In 2020, brands mainly want to better integrate content with episodes, and it is also critical to find the two major trends in the current episode marketing market.
In terms of long content, in 2020, the drama series will further develop into high-quality products. No matter it is content or brand marketing, it will be better and better, and it will place higher requirements on creativity and content.
But rather than simply pursuing effects, in 2020, brands should pay more attention to product-quality collaboration, focus on value marketing that is more in line with the drama, make full use of the characteristics and behavior patterns of the audience, and touch the values and behaviors of users. Emotional resonance.
Like the new drama “The Man Who Sells a House”, which will be launched on Tencent’s video in 2020, the show starts from the real estate agency. The core actually contains the concept of love and home, and when love and home are transformed into “love +” , And linked with Tencent Public Welfare, the drama’s brand marketing value can actually be extended in various fields, looking for resonance with the brand’s values.
Another big trend is that brand owners hope to rely on the multi-party resources of the platform, corresponding to different stages of brand development, and take IP as the core to adopt a full-link integrated marketing approach to achieve staged marketing.
Refer to Suning Tesco’s brand marketing cooperation with “Full-time Master”. In the play, Suning Tesco added immersive emotional links to the audience with scenes such as the “All-Star Game” and background supermarkets in the title play.
Outside the play, I got the offline experience shop authorized by “Full-time Master”, and on the day of “818 Fever Shopping Festival”, I let the star protagonist in the play interact with the fans live; on the social platform, Suningyi Shopping also specially launched the creative advertising video of “Full-time Master”, which was distributed through the circle of friends and issued shopping vouchers. In addition, because Yang Yang and Jiang Shuying starred as Suning Tesco’s spokesperson, they naturally also The marketing effect of the brand extends beyond the play.
This marketing model that integrates all links of smart retail, social media distribution, short video platform and public welfare platform, etc., has formed a full drama marketing link for brand owners. In the next 2020, it will also be a Drama marketing trends that big brands focus on.
Summary:
On the whole, although the drama marketing market in 2019 is not fully mature, it has basically realized the upgrade from patch implantation to multi-type brand marketing. In this case, the brand owner must pay attention to resonate with the values of the episode and users, rely on empathy to maximize the value of IP, and on the other hand, focus on long-term marketing and do a good job of full-chain integration of episode marketing Realize product quality synergy in brand marketing. Only in this way can we combine the new marketing situation provided by the platform and the film producer to complete more valuable and efficient marketing in 2020.
Compared to the patch implantation in earlier years, there has been a new upgrade in the way of drama marketing.
According to the 2020 Drama Marketing Trends Insight Report, most of the current episode marketing on the market is based on creative advertising, interactive advertising, and multi-IP marketing. Supported by technical means, it can help brand owners meet the drama aspect. Marketing appeals at different stages.
Taking Vipshop as an example, the brand chose the prelude to promote the marketing keywords of “high frequency” and “wide coverage” in combination with the drama “It’s All Good”. The way the stars broadcast.
A dozen episodes were broadcast, with the slogans “both good brands” and “three percent off” In repeated broadcasts by actors such as Yao Chen and Guo Jingfei, Vipshop will achieve a strong brand exposure through the title position. With the help of celebrity influence, the brand focused on sucking powder, and achieved the marketing goal of wide coverage and multi-frequency reach.
As for the more intensive integration methods required by other brands, the current platform also provides two creative advertising modes: “Creative Insertion” and “End Mixing”.
Meiso Jiaer combined with “Do you know whether it should be green fat, red and thin?” using creative interpolation to create a “Children’s Classic” of native content with the role of gentleness and grandma, and strengthen the characteristics of Mei Sujiaer , Thereby upgrading “Ads” to “Content”, helping Meisujiaer reach more high pricesValue the potential customers, and cleverly embed the value of the product, and establish emotional connections with users.
In some other episodes, the brand will also specially invite the actors in the drama to start from the role and shoot the short advertising advertisements in line with the brand ’s logic and development, and then use the “small theater”, ” “Easy Moment” format appears, creating brand-specific creative content that effectively conveys product information while moving the audience.
Ctrip chose “Mixed Cut Advertisement” in “The Warm Hours to Us”, and used the story editing method to re-adopt the brand marketing dubbing to meet the current young people’s favorite self-produced The form of content, the plot-type advertising output for the brand.
In addition, in order to meet the interactive needs of young people today, the brand also has many new options in interactive marketing.
During the airing of the costume drama “Qing Yu Nian”, which was broadcast at the end of the year, it provided the brand owner, Annie Nutrilite, with voting extensions and discussion questions such as “Chen Pingping turned out to be fit”, which naturally extended to the brand. User insight report; offline, Ani Nutrilite and “Yu Qing Nian” also launched a “lost bag” social activity at the end of the year, while enhancing offline interaction, also realized the brand-broadcasting of the social communication.
On the other hand, with the increasing number of episode IPs now, the network platform’s own resource linkage can also help brand marketing from episodes to other content on the same IP, making deeper integration.
During the broadcast of “Chen Qingling”, Lan Wangji in the play interacted with Wei Wuxian in the anime “The Master of Magic Road” when filming an advertisement of pickled beef noodles in Laotan, and used double IP to cross the dimension. Interactive creativity has directly enhanced audience awareness and favorability of the brand, and has achieved maximum IP potential.
Technical means can also bless brand marketing.
Take Tencent Video ’s seamless technology as an example. This technology can use AI recognition and post-implantation technology to re-synthesize content that has been filmed, and naturally embed brand materials into many scenes in the drama. . In the past year, Snowflake Beer and “Full-time Master”, Ruixing Coffee, “My True Friend”, and “Juvenile” all solved the lag problem of drama implantation through this technology, allowing brands to Update the product and advertisement screens at any time to form a better interaction.
With high-quality content, How brands can seize new trends in drama marketing
In 2020, brands mainly want to better integrate content with episodes, and it is also critical to find the two major trends in the current episode marketing market.
In terms of long content, in 2020, the drama series will further develop into high-quality products. No matter it is content or brand marketing, it will be better and better, and it will place higher requirements on creativity and content.
But rather than simply pursuing effects, in 2020, brands should pay more attention to product-quality collaboration, focus on value marketing that is more in line with the drama, make full use of the characteristics and behavior patterns of the audience, and touch the values and behaviors of users. Emotional resonance.
Like the new drama “The Man Who Sells a House”, which will be launched on Tencent’s video in 2020, the show starts from the real estate agency. The core actually contains the concept of love and home, and when love and home are transformed into “love +” , And linked with Tencent Public Welfare, the drama’s brand marketing value can actually be extended in various fields, looking for resonance with the brand’s values.
Another big trend is that brand owners hope to rely on the multi-party resources of the platform, corresponding to different stages of brand development, and take IP as the core to adopt a full-link integrated marketing approach to achieve staged marketing.
Refer to Suning Tesco’s brand marketing cooperation with “Full-time Master”. In the play, Suning Tesco added immersive emotional links to the audience with scenes such as the “All-Star Game” and background supermarkets in the title play.
Outside the play, I got the offline experience shop authorized by “Full-time Master”, and on the day of “818 Fever Shopping Festival”, I let the star protagonist in the play interact with the fans live; on the social platform, Suningyi Shopping also specially launched the creative advertising video of “Full-time Master”, which was distributed through the circle of friends and issued shopping vouchers. In addition, because Yang Yang and Jiang Shuying starred as Suning Tesco’s spokesperson, they naturally also The marketing effect of the brand extends beyond the play.
This marketing model that integrates all links of smart retail, social media distribution, short video platform and public welfare platform, etc., has formed a full drama marketing link for brand owners. In the next 2020, it will also be a Drama marketing trends that big brands focus on.
Summary:
On the whole, although the drama marketing market in 2019 is not fully mature, it has basically realized the upgrade from patch implantation to multi-type brand marketing. In this case, the brand owner must pay attention to resonate with the values of the episode and users, rely on empathy to maximize the value of IP, and on the other hand, focus on long-term marketing and do a good job of full-chain integration of episode marketing Realize product quality synergy in brand marketing. Only in this way can we combine the new marketing situation provided by the platform and the film producer to complete more valuable and efficient marketing in 2020.
On the whole, although the drama marketing market in 2019 is not fully mature, it has basically realized the upgrade from patch implantation to multi-type brand marketing. In this case, the brand owner must pay attention to resonate with the values of the episode and users, rely on empathy to maximize the value of IP, and on the other hand, focus on long-term marketing and do a good job of full-chain integration of episode marketing Realize product quality synergy in brand marketing. Only in this way can we combine the new marketing situation provided by the platform and the film producer to complete more valuable and efficient marketing in 2020.