New Year's Eve Party has become a must-have for major TV stations and platforms. And this year, the cross-night celebrations of various companies are obviously more complicated than in the past few years. From the official announcement of the guest lineup half a month ago to the hot searches on social platforms on New Year's Eve, the atmosphere of the "New Year's Eve War" in the early years is being rediscovered.
Compared with the multi-party competition in the past, this year's Kuawan shows an obvious pattern of "two superpowers and multiple powers". Hunan and Station B have become the most watched platforms, and other satellite TV stations are "looking around". Judging from the results, this year's satellite TV stations are "super" at the data level, and the topic of celebrities' true and false singing has long dominated the hot search rankings; Station B is "super" at the word-of-mouth level, with the Douban score rising to 8.3 points, which is 2019 Best reputation after years. Satellite TV, offline activities and new media programs together form "Qiang" with different styles.
Spending large sums of money to compete for the star lineup and the reserve of popular dramas and dramas are the competitive ideas of local satellite TV, and Hunan Satellite TV is the master of them; using IP to replace stars and renovating work from old sentiments is the differentiation of Bilibili The idea is that from 2019 to now, there are no latecomers who are competitive enough to keep up.
New Year's Eve has started to "roll up" again, and the logic behind it is not difficult to understand. New Year's Eve has always been an important scene for various consumer brands to launch. After several years of being low-key, this year's brands have rediscovered excitement. , so the night is regarded as the best starting point for "showing off muscles" in the new year. Behind each company's "volume" lineup and "volume" content is actually the "volume" marketing field.
cross-night melee, who is in the c position?
In fact, satellite TV stations are the earliest practitioners of New Year’s Eve parties. Their common feature is to use celebrities and entertainment topics to gain instant traffic and obtain high-density short-term exposure.
The Internet platform represented by Station B is on a completely different track. Recruiting celebrities is no longer the basis of competition logic. Producing creative content that is interesting to different circles is the way to go. Starting from the official announcement of the program list, B station has shown different styles across the night - each company is announcing stars, while B station has announced a bunch of Ultraman, Spider-Man, Dream of Red Mansions and other IPs, even making "2023 the most beautiful "Why is there no one in the official announcement of the night lineup?" became a hot search topic.
Starting from 2019, this year is already the fifth time of the b station. In the first session, there were still many viewers who missed the live broadcast and watched the video to "make up for it" during the subsequent word-of-mouth fermentation period. However, with the accumulation of brand effect over the years, this year not only the word-of-mouth has further recovered, but the popularity has also reached a new peak. Data shows that the peak popularity of the live broadcast room across the night reached 344 million, the number of barrages exceeded 400,000 within 24 hours, and the number of second-generation submissions and views of related content reached 135 million.
’s strong reputation and popularity can be seen from Kuawan’s out-of-the-circle content. The second dimension has always been the dominant track of Bilibili, and it is also an important part of the culture of young people.
This year's night also did not disappoint in the two-dimensional field. For example, a series of animation theme song ensembles in the opening show connected childhood classic IPs such as "Ultraman", "Calabash Brothers" and "Tom and Jerry" in one breath, directly It takes the audience back to their childhood. The plot of the animated "Dragon Ball" was connected in the form of a dance drama. Takahashi Hiroki, the original singer of the Dragon Ball theme song "Maha Bubu Mi", was invited to the scene and gathered the strength of the audience in the last scene. A vitality bomb.
But in fact, in addition to the second dimension, there are also many childhood memories of those born in the 90s and 00s that will return to station B for a limited time in the evening. For example, Wang Dongcheng and Chen Dexiu once appeared in the "Ultimate Class" and "Ultimate Family" series, and sang the series' divine song "Love Enough" on the stage across the night. Wang Dongcheng also reproduced the appearance of Charlanda De Tian in "Ultimate Family" .
If we say that when Bilibili started in 2019, Bilibili’s reliance on IP across the night was a reflection of the small wins, then the more time goes by, the more we can find that in terms of celebrities, Bilibili is a good steel. Use it on the blade and invite celebrities. They are all people related to the community ecology of station b. For example, this year we invited the "unpopular singer" Stefanie Sun, and her AI covers were the most popular of all the AI cover videos on Bilibili this year. By the end of the year, Bilibili users finally had the opportunity to listen to real people singing again.
Also launched based on the content ecology of the site, there is also an excerpt of "A Dream of Red Mansions" from the Jiangsu Grand Theater. Content related to "Dream of Red Mansions" has always been very popular on Bilibili. Not only are the episodes played back over and over again, but there are also endless literary interpretations and second creations. You know, tickets for the offline performance of the dance drama "Dream of Red Mansions" are hard to get, but it will be available to the public at Station B across the evening.
Essentially, if you just invite celebrities to play with their IP feelings, this routine is nothing new. The core reason why the audience is particularly enthusiastic about this year's B-station gala is that its creative arrangement accurately hit the public's emotional points, making it a wonderful stage worthy of repeated appreciation, rather than simply combining IP and celebrities. pieced together. For example, when Tao Zhe sang "Butterfly", the camera flew across the stage from the perspective of a butterfly; when Zhou Shen sang "unstoppable", the camera only followed the back view throughout the whole process, and did not appear frontally until the last scene, which means that only after climbing all the way can you see the best side.
It is a pity that the rest of the streaming media and short video platforms have not been able to further provide differentiated options for New Year’s Eve parties. Station B, which started earlier, has successfully settled on a differentiated track outside of satellite TV, and Beautiful on the track. The so-called "two superpowers and multiple powers" pattern in this year's New Year's Eve party market seems to be difficult to shake, at least in the next few years.
html What can “queencard” bring to Taobao on New Year’s Eve of 2010?
After emerging from the epidemic, the importance of ritual in mass consumption is returning rapidly this year. And "New Year's Eve" itself is the most universal sense of ritual. For example, the New Year's Eve snow scene in "Twinkle Twinkle Star" is so popular, which is a reflection.
The earliest New Year's Eve party can be traced back to Manhattan Square on December 31, 1904. At that time, singers would take to the streets to perform impromptu performances on temporary stages. As the new millennium approaches, New Year's Eve has become a popular carnival ritual around the world. To this day, in addition to watching parties at home, there are also countless offline activities such as New Year’s Eve movies, New Year’s Eve concerts, and New Year’s Eve music festivals.
Therefore, from the origin of "New Year's Eve" to its spread in China, it is not difficult to see that carnival is its original meaning, and young people are the main participants.
This is exactly the moment brands need. Because the sense of ritual prompts people to consume and indulge, so many platforms are willing to use high investment to create a luxurious party to harvest traffic, allowing advertisers to drive consumption with New Year's Eve emotions on the one hand, and on the other hand, with the help of content Broaden brand value.
Therefore, behind the platform competition, there is actually competition among advertisers. There will be no nude broadcast of the party this year, and each company has found a sponsor. The combination of Bilibili and Taobao is a brand new partner, and it has also created new sparks.
How to combine advertising and content so that consumers and advertisers get the best of both worlds is not a simple proposition.
The "New Year's Eve Street" built by Hunan Satellite TV this year is actually a new scene suitable for brands to integrate into, trying to give brands more opportunities to be exposed to celebrities. However, the entry "Hunan Satellite TV is full of advertisements" also appeared on the hot search, and many netizens complained on Weibo that "one program is followed by 8 advertisements." The
b website gives full play to its expertise in "playing memes" and integrates brand marketing into the content. For example, the program "Good Luck" re-interprets the Kpop hits "Mama" and "Queencard" using Bel Canto singing method, and connects them together using the card drawing format most familiar to young people. Finally, in the song "Good Luck Comes", the sponsor Taobao was added to the lyrics, "Taobao wishes you good luck in the New Year", and the whole screen was filled with "Good Luck". This is not only in line with Taobao's goal of further reaching young people, but also increases Taobao's favorability among young people, achieving a win-win situation of user value and brand value.
In addition to the "Universe Exclusively Titled" Taobao, this year's Station B New Year's Eve Party and the offline toasting activities of Station B's New Year's Eve Party have also gained recognition from brands including Dong'e Ejiao, Yangyuanqing, Dongfeng Yipai, etc. 10 sponsors. This also proves that the commercial value of Bilibili Kuawan is being recognized by more and more brands.
is the last batch of advertisements launched by advertisers every year, and it is also the earliest batch of launches in the new year. In this New Year's Eve, the brand leaves consumers with a long-term impression that will affect the whole year ahead. It is the long-tail value of content. Only by closely matching the content and even triggering exciting stages that the audience keeps coming back to watch can the value of the brand be maximized.
Since 2019, the exciting programs of the most beautiful New Year’s Eve party have been watched repeatedly by netizens of station B. As of press time, the video collection of "The Most Beautiful Night in 2023" has reached 140 million views. According to the statistics of the new list, in the list of increasing fans of station B in the last week of 2023, the top three are Bilibili Party, Almighty Taobao and Dong'e Ejiao official account. It can be seen that high-quality cross-night content has brought precipitation to the brand.
Picture source: New List
The strategy of blindly fighting for lineup, fighting for traffic, and fighting for big gift packages has been maintained for more than ten years. If it continues on the same road, the room for improvement will always be limited. Striving for differentiation and long-tail value will inevitably become the main competitive dimensions of Kuawan in the future.
In an environment where advertising pays more and more attention to effectiveness, there are not many scenarios where advertisers are willing to pay for brand value, and more content that can stand the test of time is definitely needed to support it. Only with the right people and the right content can the effect of 1+1>2 be achieved, making the brand's investment worthwhile.
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