Text | Rhino Entertainment, author | Shen Wanting, editor | Pu Fang There are only about 10 days left before the end of this summer, and the high opening and flat closing of the drama market is almost a foregone conclusion. However, looking back on the competitive landscape of th

Text | Rhino Entertainment, author | Shen Wanting, editor | Pu Fang

There are only about 10 days left before the end of this summer, and the high opening and flat closing of the drama market is almost a foregone conclusion.

However, looking back at the competitive landscape of the entire summer season, both the showrunners and the platform are still doing their best to actively grab the audience's attention, with extensive deployment on social media and video platforms, including many out-of-the-circle promotional methods. And innovative publicity forms provide more possibilities for the spread of dramas.

Weibo, Douyin, Bilibili, Xiaohongshu, etc., social media are blooming in many places.

In the current drama promotion ecology, the marketing model of one dominant company is no longer "effective". Weibo and Douyin are the two major social media. The media owners continue to use their respective advantages to be included in various drama series as a must-have option for summer drama promotions, and continue to generate new promotional materials and interactive methods to reach more circles of users. At the same time, Bilibili’s second-generation hybrid editing and Xiaohongshu’s original UGC content are all helping to promote popular dramas in this summer season.

On the one hand, Weibo is the publicity and promotion platform chosen by almost every drama project based on its profound entertainment resources and "social + content" attributes. Judging from this summer's schedule, more and more dramas are in operation Weibo is paying more and more attention to user immersion and participation.

For example, during the broadcast of the series, the official blog of the highly acclaimed hit "Tang Dynasty's Journey to the West" will divide the daily updated Weibo into ""West"" and """ based on the plot trend. Different sections such as "Westward Journey Illustrated Book" and "Agui Bagua Club" include story-oriented stills, anecdotes on the set, case review clues and other rich content, and a "who is the real murderer" voting activity is launched before the mystery of each unit case is revealed. ", leading the audience to immerse themselves in the mysterious scenes of Chang'an of the Tang Dynasty and to catch "cunning" detectives with the protagonists.

Many dramas will also plan different forms of interactive categories such as ranking tasks, second creations, and drama reviews on the official blog. Activities mobilize users to voluntarily join the spread of the series. For example, " Sauvignon Blanc 2" opens the #Sauvignon Blanc Heartbreak List before the broadcast. By accumulating heartbreak points through rankings, you can obtain the exclusive "comfort" of the corresponding character. "; "年华年" launched the topic #都华annual有geng2innovation calling order# to collect second-innovation videos from users; "Prosecutor of the Nine Departments" launched joint science popularization activities in the field with multiple industry celebrities to encourage more Multiple users participate to learn about unchecked knowledge, etc.

On the other hand, Douyin’s huge traffic pool and huge passerby have also attracted more dramas to be included in the official Douyin and artist announcement positions. The highlights, highlights, interaction between the main creators, etc., as well as the secondary content created by experts and tap water users, all contribute to the popularity and spread of the series. In the summer, "" set the highest popularity record in the Douyin drama list. "The Story of a Rose " is an example. Before the show was broadcast, a series of exciting scenes, relationship lines between main characters, golden lines and other hot content were pre-embedded. As the series continued to be broadcast, the popularity of the topic increased, and users Their active participation and "Amway" further boosted the reputation of the series. Among them, Lin Gengxin's classic line "Who is in Beijing?" was successfully edited and made full of jokes by netizens. Cultural tourism companies from all over the world use it as a transition video to promote their own tourism resources.

In addition, Bilibili and Xiaohongshu also occupy a place in the marketing of this summer’s drama series, such as "", the number one "dark horse" that kicked off the summer season. The editing video of "Mo Yuyunjian " became a hit on site B, especially the high-burning mixed clip of the villain in the play, the princess, which received over a million views and was even moved outside the site and recommended to passers-by. In the book, the drama has also become very popular, and has received many hot hits and thousands of likes. " Wu Jinyan : The heroine who must retaliate" once ranked top 5 on the Little Red Book hot list.

Long video platform promotes new gameplay

For long video platforms, the summer season is an important time period for various companies to intensively promote dramas and recruit members. They will devote more resources to promote top dramas in a timely manner. In this process, a variety of innovative gameplay methods have been derived, which can also be applied to other film and television content on the platform in the future.

Firstly, character AI has become a new outlet for platform drama promotion. Tencent Video and iQiyi are the main players. After the launch of

"Sauvignon Blanc 2", Tencent launched the character AI function for the show on the site, allowing users to have in-depth conversations and interactions with their favorite characters in the form of voice dialogue, and also experience "Xuanxuan is jealous" for themselves. "Fangfengbei teaches Xiaoyao how to protect herself" and other classic plot points in the drama. Fans no longer just follow the series but become part of the story. This interactive gameplay is even faster than the content of the series.

iQiyi launched the "Peach Dou" section within the platform, and jointly launched a batch of AI character accounts with both sides of Weibo. On the platform side, users can enter "Peach" to choose the character they are interested in chatting with. For example, during the broadcast of "Tang Gui 2", four modes of play were launched: single character dialogue, mini theater, reasoning game, and multi-character group chat. On Weibo, users can @ the AI ​​character number of a drama that has been broadcast when posting or commenting, and it will flash to the comment area to interact with the user. The dramas that currently have character numbers online include "Canglan Jue" and "Clouds" Feather" etc.

The second is to combine the existing publicity resources with fancy reorganization within the site. For example, before the broadcast of "You Are More Beautiful than Starlight", Hunan Satellite TV and Mango TV collaborated on the dual platform "Mangxi IP" to create momentum for the series, and integrated the deep relationship between Tan Songyun and Mango TV series into the promotion and promotion Among them, creative materials such as the post-00s explosive transformation of the magical live-style trailer, the exclusive mango flavor trailer, etc. attracted the attention of the audience and created enthusiasm for the launch.

Another example is iQiyi’s innovative application of waterfall special effects barrages in "Tang Gui 2". It relies on strong intuitive impact and youthful expression to "hardly control" the audience's attention, combined with the plot's jokes to swipe the screen. The barrage area also opens up a new exposure path for the brand.

Third, the after-sales service of the series has brought considerable long-tail effects to the platform. For example, Youku quickly captured users' enthusiastic demand for the "Fei Chang Xiao Zhang" cp after the broadcast of "Mo Yu Yun Jian", and collaborated with the drama team to complete the creation and filming of the extra chapter after the marriage of the male and female protagonists within half a month. and online, it can be called the "strongest after-sales service", and it also allows the market to see Youku's content production capabilities and ultra-fast response speed to users.

For another example, iQiyi’s high-quality short drama "My Altay", which received high ratings in the first half of the year, came to the filming location of the drama and held a wilderness concert during the summer, showing its strong long-tail vitality. Another brave attempt by Yiyi in providing "after-sales" service for drama series has also promoted the in-depth integration of film and television with tourism. Another summer season of

is coming to an end. Whether it is the various interactive modes on the social side or the creative promotion gameplay on the platform, it has left an impressive footprint in the drama market. But in the final analysis, good content will always be the basis for the successful spread of dramas; we still look forward to more high-quality dramas worthy of vigorous promotion appearing in the public eye in the future.