"Extremely Departure" chose to start a journey of extreme challenge never seen in China at Detian Waterfall.
On November 13, the extreme sports series "Extreme Departure" jointly produced by Toutiao, Watermelon Video and OXSTUDIO Bull Extreme Sports will be launched on Toutiao and Watermelon Video. The first episode of the show was selected at Detian Waterfall on the border between China and Vietnam. Detian Waterfall has a total drop of 70 meters and is divided into three sections. The water volume is extremely unstable. It is very difficult for kayakers who jump into the waterfall. No one in the world has ever challenged it here.
, as a boutique micro variety show, uses film-production-grade Allais camera equipment and lenses specially tailored for BBC documentaries throughout the entire process of "Departure from the Moment". It also invites 6 world kayaking champions and super kayaks. The stars and the audience experience the shock brought by extreme sports and natural scenery.
The original intention of making
Vertical micro variety show to satisfy different users
In recent years, movies, documentaries and variety shows about extreme sports have appeared one after another, not only feasting fans, but also attracting many "passerby audiences." When the video platform becomes an important media medium for young Chinese consumers, a large number of users who are aesthetically recognizable, curious, and want to understand this era hope to see more quality content in the video market. How
can make the giant engine that already has a large number of users make different content, Ma Xin, the senior director of the commercial content cooperation of the giant engine, gave us the answer. In Ma Xin's view, this time, we have been working together with its headline, watermelon video, Douyin short video, and volcano video to create fine micro variety shows. Different from previous large variety shows, in recent years, users' overall entertainment consumption habits have moved closer to short videos. "Short videos" have taken the main entertainment consumption position and have also attracted more attention to emerging micro variety shows. In the 1.0 stage of short video development, most of the content relied on users to upload, and now the huge number of engines began to exert more refined content produced by the platform. Including micro-variety shows, micro-documentaries, micro-dramas, etc., these high-quality short content in line with user habits have also become increasingly important marketing scenarios and carriers for advertisers.
At the same time, everyone's preferences will be more and more subdivided, entertainment consumption needs will become more and more vertical, and video platforms must meet the needs of different users through more and more vertical content. This year, Toutiao and Watermelon Video first launched premium vertical content with explosive genes such as gourmet and cultural crossovers, celebrities, and extremes. "Extremely Departure" is an attempt under the sports category. Extreme sports have the characteristics of excitement and thrills. It has a strong curiosity and a stronger viewing ability. On the basis of locking down the circle of users, it can attract the attention of a wider range of users. At the same time, the combination of extreme athletes’ excitement about the challenge and sufficient rational analysis makes them richer in the spiritual embodiment of the pursuit of the ultimate.
The content breaks the circle
Combining watching and topic into one
Ma Xin pointed out that watching is our natural habit, but in huge engines, there is another very important thing-"topic". How to do extended discussion and interaction on topics after watching is as important as watching.
"For example, we collaborated with Baigongzao Office of the Forbidden City to make "I'm a Chef in the Palace", which allowed the masters and celebrities to restore the real imperial food in history, and at the same time tell the audience some unknown Qing palace history. The program I also shared the royal meal recipes with netizens. At that time, we saw that thousands of users used the recipes to restore the royal meal at home, and even users made more innovative attempts according to their own preferences, which triggered a lot of interaction and discussion. Many food experts KOL Participate in and interact with each other. The amount of discussion on these topics is very large, so that viewing and topics are truly integrated." The
giant engine has a rich product matrix, such as Toutiao, Watermelon Video, Douyin, Volcano, etc. The diversified product matrix represents different content ecology and creator linkage. Watch programs and live broadcasts through Watermelon Video. At the same time, you can link with PGC creators in Watermelon Video to participate in video co-creation and initiate a solicitation contest; topic fermentation will be conducted through KOLs, industry experts, and celebrities in Toutiao; through Douyin/Volcano Master , UGC creators for social interaction.
Cross-border marketing
In-depth connection between brands and users
For brands, the content production process is protracted, business opportunities are difficult to grasp, and brand tone is difficult to communicate with programsConformity is a marketing difficulty. How to do a good job in cross-border marketing, integrate the brand into the program, and make the brand effect superimpose, the giant engine has also found its own solution.
Ma Xin explained to reporters: "Usually advertisers will pay attention to several points: 1. Whether the content is consistent with the product, 2. Is the content valuable to users, 3. In addition to the audience of the program, whether the content has derivative value. Take "Extreme Departure" as an example. This time our advertiser is Audi Q8, and the keyword is "Perfect Extreme Performance". This is a special match for us. For extreme sports, we choose locations that are relatively niche, such as Guangxi and Xinjiang also embodies the extreme control performance of advertisers, integrating product performance and spiritual pursuit. We have invited China’s top aerial photographers, film production level teams and equipment, and top athletes to achieve very shocking effects. Let the production and platform influence be consistent with the brand's tone."
On another level, through further resource aggregation, a content ecological co-creation model can be realized and netizens can participate. "Users of different products participate in the creation of the topic together, to achieve a multi-level, multi-perspective creative ecology, and continuously bring a strong guarantee for the topic and dissemination of the program." According to Ma Xin, except for "Departure from Extreme Moment." In addition, Mega Engine will target different groups of people this year and create different types of boutique content such as "Hot Pot Life", "Number One Female Player", and "Dunhuang Prajna Secret Volume". According to the "2019 China Internet Audiovisual Development Research Report" released by
at the 7th China Internet Audiovisual Conference, the market size of the short video industry was 46.71 billion yuan in 2018, and it was only 5.53 billion yuan in 2017, an increase of 744.7. %. By the middle of last year, more than 80% of mobile Internet users had watched short videos. Whether the small, well-made, and hot-spot micro-variety shows can become a strong category in the market, or even break the audience’s viewing threshold and change everyone’s viewing habits, it requires the joint efforts of the producers and the platform.
You all the way
Beijing News: After so many years in the industry, what do you think the industry has not changed?
Ma Xin: Fine-quality content micro-variety shows must be the trend of content viewing, and it is also an important marketing scene and carrier for advertisers. The value of content and advertising are combined. The user's time is becoming more and more fragmented, and the time consumption of hotspots is accelerating, resulting in content that needs to be changed at any time according to needs, and tends to be short and refined, to meet the user's psychology of being planted at any time.
Beijing News: What kind of changes will you see in your field in the future?
Ma Xin: No matter how the media format changes and how the content presentation methods are upgraded, the core point of the content value will not change, it is truly valuable and carefully created content. So I think the word "ingenuity" is more general. With such a large amount of information today, mediocre content will become less and less marketable, and high-quality content that is deliberately created will be paid more and more attention.
