with the vigorous development of new media on the Internet, great changes have taken place in the TV industry in terms of content, channels and users.
original title: the transformation under pressure, how to see the TV drama marketing war in the era of "Internet +" begin?
with the vigorous development of new media on the Internet, great changes have taken place in the TV drama industry in terms of content, channels and users. Correspondingly, the marketing mode of domestic TV dramas has also undergone profound changes. Throughout the hot TV series in the past two years, in addition to the official momentum and traditional marketing methods, Shuangwei and other social media platform marketing has become the main battlefield. This change further indicates that the domestic TV series industry is undergoing a silent change. Today, this article and your readers pay attention to the TV drama marketing war in the era of "Internet +". strong > No marketing, then no money-forced transformation / strong > time goes back to five years ago, when there were very few companies specializing in TV series marketing, and most TV series promotion had no rhythm at all, and in terms of tactics, it was a completely copied film promotion routine, belonging to the most original version of Chinese TV series marketing. The reason is mainly influenced by the distribution mode of TV dramas. At that time, the buyer of the TV series was the TV station, and as long as a drama was sold, the transaction order of the film side had been completed. The audience rating has nothing to do with the revenue of the film, so there is no need to invest in marketing. Even in some cases, the TV station will ask the film side to carry out publicity and promotion, but due to the lack of motivation and effective constraints, the so-called marketing is often to find a propaganda company to deal with the difference after the show is broadcast, and does not care about the publicity effect. the budget is also very low, usually only tens of thousands to more than a hundred thousand. Great changes have taken place in the past five years. With the increasingly fierce market competition, the annual output of domestic TV dramas greatly exceeds the prime-time broadcasting capacity of satellite TV. In order to find a better market, TV production companies also have to take the initiative to create momentum. With the increasingly fierce competition in the market, some established production companies pay more and more attention to the building of their own brands and launch marketing combinations. the change in the relationship between supply and demand directly leads the industry to approach the buyer's market, and the purchasing mode of TV dramas changes obviously. Some satellite TV stations try to adopt a TV-versus-bet mode for producers, so that producers who have signed an agreement on ratings indicators will directly link the purchase fees that they have not been able to get to the ratings. This change makes the film side really lose heart to Xuan Fa, and more and more TV series producers pay unprecedented attention to the marketing link, and the investment is also increasing. It is understood that at present, the publicity budget of a popular TV series usually ranges from 2 million to 6 million, and the top drama can even exceed 10 million. It has increased dozens or even a hundredfold in just five years. strong > the raging "Internet +" marketing campaign / strong > is different from the previous industrial background in recent years, with the development of the Internet and TV series industry, great changes have taken place in this market in terms of content, channels and users. At the content level, there has been a trend of boutique in recent years, from a single small-scale content to a large-scale production with IP as the core. In addition, the era of self-control has begun, and "online dramas" and "TV dramas" are breaking the boundaries and giving birth to a variety of modes of cooperation. The first network background and the network station linkage has become the new normal, and the interaction and integration of the two have been innovated constantly. on the user side, it shows younger age, the rise of fan economy and the promotion of community voice. In terms of age structure, online video users prefer the younger generation, accounting for 57.4% of users under the age of 29. In the content preference ranking, it presents the following: movies > domestic dramas > variety shows > news and information.
in addition, the viewing channels of the public are increasingly diversified and are increasingly focused on small screen terminals such as mobile devices. With the advent of the "small screen era", mobile phone usage has grown strongly, and mobile phone has become a necessity for post-1995 generation to watch videos. According to statistics, nearly 2016 of viewers choose to watch TV dramas on mobile.
strong > main tactics of "Internet +" marketing campaign / strong >
at a time when new media is becoming more and more powerful, creating topic points on social media platforms has become an important work in TV series marketing. Marketing planners will lock the topic points in advance in the process of watching the play, which is generally found from the place where mood changes occur when watching the play. After confirming the topic, marketing planners will post it on social platforms such as Weibo, official account, Zhihu, Tieba, and some will even organize water army top posts to create topic popularity. According to reports, "buying hot search" and "buying topics" on Weibo seems to have become one of the important means in new media marketing-before a hot spot is really noticed by the public and triggered discussion, the Water Army is regarded by many people as a catalyst to expand the effect of public opinion. in the process of seizing social media, in addition to paying attention to the exposure and attention on the big platform, marketers have regarded TV series' official Weibo as another important means to cooperate with TV series' online marketing. In this kind of Weibo content, in addition to releasing the latest plots, posters, tidbits and other regular articles, in order to match the broadcast progress of the show, it will also set some topic agenda to guide the audience to participate, create and share content. At the same time, the official Weibo will also combine some hot spots to do audience interaction, operate related topics, and improve the overall attention and topic of the TV series during the broadcast period. Take the TV series "choosing Tian Ji" as an example. During the broadcast, the average interaction of its official Weibo post is 5,000 +, and the topic of Weibo of the same name has so far garnered more than 4.2 billion readings. Behind the eye-catching figures is meticulous marketing planning and content operation and maintenance. II, Brand Cross-border Cooperation in the past, the cooperation between TV series producers and brands was mostly simple and crude product implantation, which was exposed in exchange for advertising fees, but this way has been gradually replaced by more in-depth brand co-marketing. According to legend, in the once popular TV series Ode to Joy, as many as 36 brands have been implanted, from cars to makeup to clothing to mobile phones. this marketing method has effectively improved the project revenue, but it is precisely because there are too many brands implanted, it has caused disgust among some viewers, and criticized TV dramas for planting too many "hot eyes". ③ and so many brands, categories overlap, but also inevitably give the audience the illusion of impression, to be impressive is not easy. At the same time, it is not conducive to cooperative brands to establish a correct product image with the help of content. III. Embrace the fan group with the rise of the "fan economy", many TV series propagandists give full play to the fan appeal of the leading role. In this era of repeated economic success of Internet + fans, it always seems to give people the impression that "those who get fresh meat win the world". Because on the one hand, "Little fresh Meat" and "Little fresh Flowers" with a large number of fans can provide some guarantee for the ratings of TV dramas; on the other hand, stars bring their own traffic promotion effect on social media platforms. it constitutes an important resource for TV series social media dissemination. This feature is particularly fully reflected in the Book of choosing Heaven, which has just been broadcast recently. first of all, in front of the show, the hot "in the name of the people" entered the finale, and the "Surgical Wind and Cloud" produced by the noon sun, which is famous for "the conscience of the Industry", and then the strong return of major dramas such as "White Deer Plains" and "Ode to Joy 2" a week later, it can be seen that the schedule of "choosing Heaven" is not good. And it is scheduled to be broadcast at 10: 00 p. M. on Hunan Satellite TV, which has a congenital advantage. But the show's male host Lu Han is not only in the first camp of popular students, but also a guest of various entertainment variety shows, with a strong fan base. And be able to promote works through variety shows, which is beyond the reach of small artists. It is no wonder that many people in the community think that fans have contributed to the fact that the ratings of "choosing Heaven" have still exceeded 1 since its inception. at the same time, besides Lu Han, stars such as Nazha and Wu Qian have been popular on Weibo from time to time since the show began, as well as discussions on major Wechat accounts about the acting skills of a new generation of actors such as Lu Linazha, special effects of domestic fantasy dramas, and the adaptation of the big IP, all of which have led to the popularity of TV series. Therefore, the major TV dramas spend more and more of their budgets on actors' remuneration, and it is not difficult to understand that even if the production costs are reduced, they still have to win the popular "fried chicken". IV. Overall planning and integrated marketing although the concept of IP has been frequently questioned and criticized by the industry recently, the upsurge of IP is still continuing. IP is still the theme of TV dramas and an effective weapon to maintain popularity. In addition, another main function of IP is that it can derive other categories of products and aggregate cross-border derivative brands through the core themes of TV dramas to achieve multi-channel liquidity. For example, there have been more than 30 types of derivatives, including mobile games, documentaries, comics and big movies, from the summer release of the Golden Eagle Theater in 2014 to the second season of the movie. It is understood that the related derivatives of the popular TV drama "choose Heaven" involve more than 70 fields, and the developers have a lot of "brains". and many kinds of derivatives have in turn become an effective means to help TV series marketing. In the current market environment, there are more and more derivative products of film and TV drama content, and the channels are more and more scattered. In short, today's integrated marketing model needs to make full use of resources, based on a unified concept of overall transmission, can be understood as "face to face", electrocuted from a variety of channels to deepen consumers' understanding and cognition, so it is more efficient. From the peach blossom subway car during the hit period of "three generations and Ten Mile Peach Blossom" to the topic of "Pesticide" in "Datang Glory", the template of the movie "your name" appears on the photo APP, and the spirit launched by "country Love 9", all these media that can reach users have become marketing tools. however, compared with the IP giants such as Disney and Marvel, domestic films and TV dramas still have a long way to go in the operation of derivatives. How to accurately predict the production of derivatives, at what nodes and through which channels, domestic film and TV producers often fail. strong > conclusion / strong > "Internet +" the in-depth development of various industries makes all industries bear the brand of the times more or less. In the TV series industry, the financiers who spent money on broadcasting rights changed from major TV stations to video websites backed by BAT, prompting the industry to move from "toB" to "toC". in the competition of TV series market, marketing is more and more close to film marketing mode, and has the characteristics of fast consumer goods more and more. In the online and offline linkage, social media topic marketing, brand cross-border marketing and derivatives sales have achieved a qualitative leap. But marketing is more of an icing on the cake for TV dramas or any product. Hope to rely on marketing to achieve word-of-mouth ratings Qifei is almost a pipe dream. Those successful and unsuccessful marketing cases have repeatedly proved that only by devoting yourself to content production can we achieve the "good work" recognized by both the market and the audience. "content is king", in the marketing link is no exception. Edit: mary