Why do you open Weibo to the protagonist of the film and television drama?

Chen Yu's Weibo in "Ice Rain" is named after the name and the alarm "Xiaoyu 852058". Gu Wei GW Weibo shared medical knowledge, Qiao Jingjing in "You Are My Glory" even has his own star studio Weibo ... Now, character Weibo has become an indispensable part of domestic drama marketing.

Produced | Blog World Great Entertainment Report Group

Author | Weiqiao

Edit | Ding Yu

Today's Weibo seems to be a diverse universe, carrying countless parallel space -time stories.

Just as the new drama "The Little Forest of Two People" was launched, Yu Shuxin played the heroine Yu Meiren in the play. A ID named@Fairy Xiao Orchid-reposted@Mermaid has long legs with long legs, and the text "This person looks like me".

Looking at it, it turned out to be the character ID of the small orchid in "Canglan Jue", and reposted the Weibo of the Yu Meiren character ID. There is no need to star in person, and dream interaction has been completed between characters, which also means that a new round of episodes have begun.

On the Internet, there are many similar interactions. A episode ended, but the character's ID is still active, which not only makes the characters continue, but even through the marketing activities with the new drama, it leads to another story line.

For example, although "Cang Lan Jue" is over, the drama fans who are deeply trapped in the "chase" are still "chased" on Weibo, and few words can also gain tens of thousands of forwarding, comments and likes Essence

When the "Ice Rain" ended, in addition to starring Wang Yibo, Chen Xiao, Wang Jinsong, etc., the characters Chen Yu, Wu Zhenfeng, Lin Dezan and others in the play also released their love on Weibo to the protagonist of Weibo ID. Small compositions that are true to bid farewell to the episodes and audiences. Many netizens asked in commenting and forwarding: "Can Weibo continue to update?"

Operating a personal Weibo account for the role of film and television drama is known as the "virtual IP character" operation in the industry. In recent years, its importance has become more and more prominent, and it has become an important part of episodes marketing. Weibo even launched the#character Weibo index list#, which is updated regularly.

In addition to the hit drama, the episodes of the episode to be broadcast have already been prepared. The urban love dramas "Lighter and Princess Skirts", "The Laws of Love", and the science fiction drama "Three Body" and other works have not been broadcast. Every time the protagonist go online, it will cause conjecture and discussion of the broadcast time.

What is the significance of the character Weibo for the current domestic drama? Why is the audience so enthusiastic about the virtual character number? With the end of the hit, it attracted the character number of thousands of fans.

Role business, more and more volume

Opening Weibo for the role of film and television drama can be traced back to the "Zhen Huan Biography" 10 years ago.

In March 2012, the star was broadcast on "Zhen Huan Biography", which quickly attracted attention. After the TV drama was broadcast, roles such as "Zhen Huan", "Yongzheng", "Hua Fei", and "Queen" hit the iron while they were hot. The "mother -in -law" followed the plot on TV, and also staged a jealous drama on Weibo.

At that time, Weibo had just been established less than 3 years, and it was still a new thing. The linkage outside the play broke the dimension wall, and the characters quickly harvested thousands of fans with the heat of the episode. According to Copyright Fang LeTV, the platform specially established a group of 5-6 people responsible for operating the role Weibo. The team members have watched the TV series and read the original work. The tone tone of the speaking on Weibo may be in line with the identity of the character. Continue writing The tidbits outside the show.

At that time, the figures of the Qing Dynasty used burst on Weibo to make a scream, which made netizens shout "I was burned by Lei" - "Lei" was the most popular network term that year. By 2022, Zhao Pan'er and Gu Qianfan from the Song Dynasty in "Menghua Record" have been able to interact with netizens on Weibo to chat with netizens on Weibo.

In the past ten years, the content of the TV series and online dramas has gradually been in accordance with the content of the content. The focus of the episode has gradually shifted from the TV to the video platform. The mobile Internet accompanied the popularity of smartphones to connect millions of households, and social media has become popular. New business card.

As Weibo has become the main position of the episodes, according to the materials, tidbits of this announcement, and the same hot search entries have caused the audience to be immune. After the exploration of many hot dramas, the operation of the "virtual IP role" has gradually become a marketing method for the player to compete.

The early role Weibo was related to the content of the episode. The first thing that attracted attention was "Ode to Joy". With the plot of Zhao Qiping's Weibo malicious comments by the player in the play in the play, the audience found the role of the crew's personal Weibo prepared by the crew during the filming.

The audience seemed to enter the play and opened the door of another world. The doctor "Zhao Qiping" will send an X -ray film, telling everyone to pay attention to the body, and the rich second -generation "Qu Xiaoyu" will expose the food, talk about Brother, and the stray cat bridge section that feds in the plot. Like the micro -signal of the forum with the "Green curtain" picture with the "Green curtain" picture of the "Ode to Joy", the Weibo of the characters in the play card number is more like "props" during the shooting.

Since then, most of the characters' Weibo followed the rules of such "playing characters" and existed as the "Easter Egg" of the episode. The publishing content of the character's Weibo revolves around the storyline and interacts with the character account in the play, as if sharing its true "life".

Chen Yu's Weibo in "Ice Rain" is named after the name and the alarm "Xiaoyu 852058". Gu Wei GW Weibo shared the medical knowledge, Qiao Jingjing in "You Are My Glory" even has his own star studio Weibo ... Netizens spontaneously "dig" the network traces of the characters in the play, which also constitutes the concept of composition. Part of the drama experience. With the rise of the audience's attention, the character's Weibo is no longer limited to playing online life, starting to actively interact with netizens, release tidbits, offline activities and other content. The interaction between characters and actors on Weibo is regarded as a "dream linkage" that breaks the dimension wall. The "fourth wall" performed by this social media performance has gradually been broken.

This year, Weibo opened a hot chat section, and the topic entries related to the episode also added rich function keys. Under the subjects of some episodes, netizens can go directly to the character Weibo with one click, and the authentication information is also directly written by "the protagonist of a drama". The role of the role of Weibo is an important ceremony for the audience to watch the show during the hit, and the farewell small composition on the occasion of the finals has also become a reserved program.

It can be seen that the virtual IP role has become an important channel for the promotion of the episode.

Another "second creation"

Knowing that it is virtual, why is the audience keen to invest in interaction with the character's Weibo?

The operation of "virtual IP characters" is essentially "human settings" marketing. Goffman proposed the concept of "impression management" in the drama theory. He compares social life to a drama stage, and everyone has the role that he wants to present. The characters in film and television dramas originally came from drama, with basic "people", and only needed to extend the stage of the performance to social media.

The audience already has a basic impression on the characters in the play. The operating role Weibo must grasp the significant characteristics of the role, and convey relevant information in accordance with the established "human settings" to increase the interaction and enhance the sense of participation and substitution. As a result, the audience's impression of characters is continuously deepened.

In the play "You Are My Glory", he deliberately lost the game and left Qiao Jingjing. The character explained on Weibo that "the new hero is unfamiliar" and accompanied by a proud expression. "Ice Rain" was required to write a review when Chen Yu was required, and the character Weibo immediately released the content of the review.

After leaving the background of the film and television drama, the character has a broader expression of expression on the Weibo platform. "Cang Lan Jue" Fang Qing Cang's attendant, the servant, harvested 360,000 Weibo fans during the broadcast, becoming the first character number to become "Gold V" after two protagonists.

This "Six Protagonist" can stand out, because he is far exceeding the activity of others and fully shows the loyalty in the drama in the drama, a strong sense of the net and the stalks that keep up with the times, and the stalks make the stalks. His ability allows him to be sealed "30,000 years of surfing the sea."

The protagonist of the episode actively acts on social media, and gives the role more vivid and bloody on the basis of the drama settings. Through the life, emotional, and networked language expression, the audience is closer to the audience. Emotional connection.

From the screen viewing across the screen, to real -time interaction on the social platform, the relationship between the audience and the virtual figures has changed from a simple viewer to a participant. The existence of the character's Weibo has shortened the psychological distance between the film and television characters and the audience, set up a bridge between the virtual characters and the audience, and expand the experience of watching the drama.

The audience who invests in it will also join in spontaneously. In an interview, the "Ode to Joy" said that only a few protagonist's Weibo was operated by the staff responsible for propaganda, and many supporting actors' Weibo was spontaneously opened by netizens. In addition to the characters in the play, even "Fan Shengmei's lipstick" and "Andy's camera" have exclusive Weibo.

For the audience, the "role -playing" on Weibo is also a two -time creation of film and television works. The more fresh and three -dimensional characters in film and television works, the more tension, the more it can stimulate the audience's exploration and imagination of the role.

During the broadcast of "Menghua Record", "Ex -husband" Ouyang Xu made a wonderful language on Weibo and scrambled to be the only person in the entire network "Panxu CP". However, netizens took a closer look. Weibo certification information was not "Dream Huamu", and found that this was not an official operation, but a folk hand.

When the time and space outside the play is broken, the audience is no longer a simple spectator, but has become part of content dissemination and reinvention. The audience is immersed in the plot. Even if they know that the role is fictional, they are willing to believe that the characters exist in the usual space of another dimension, so the audience is willing to cooperate with the carnival in this network space.

Beyond the vitality of the work

For the player, operating virtual characters Weibo is more effective. A role exclusive account can not only make the propaganda rhythm more controllable, but also maximize the role of the character.

Initially, the role of the role in the play is often the actor himself on Weibo, but due to the difference between the time and the broadcast of the drama shooting and broadcast, the actors are often doing other jobs during the broadcast, which can not fully ensure the operation time. The drama is by the drama. It is more convenient to open an independent operation.

In addition, virtual character Weibo can also effectively distinguish the actor's individual and character. Although actors generally include the clauses that cooperate with episodes when signing a contract, but the actor's social media is not entirely for the role of role service. In the episode of the episode, the virtual character Weibo can become a supplementary plot. New stage extending topics.

However, the role of the role of Weibo is also facing the fate that may end abruptly with the end of the episode. Generally speaking, the end of the episode means the completion of the mission, and the "role -playing" on Weibo has also ended. For episodes that have no need to promote marketing, the player often no longer puts in resources and energy to operate, and many characters Weibo will no longer be updated. The episode of the popular broadcast this year, "Zhao Pan'er" has gained nearly 200,000 fans, "Chen Yu" has 380,000 fans, and "Oriental Qingcang" fans are close to 500,000. Data traffic and influence, but with the broadcast of the new drama, the receding of the heat, some Weibo is gradually no longer active. @Zhao Pan'er's recent two Weibo are July 3 and September 1, respectively. Sometimes a brief celebration is sent on the anniversary of the episode and the personal birthday, or the blessings are sent when the actor's new drama broadcasts. For example, Chen Yu's role Weibo on September 21 on September 21 indicates that Wang Yibo's movie "The King of the Empty" is about to be released, and after today's official promise file, "-20" was on the ID suffix. , Echo the real protagonist "J-20".

In contrast, the role of fans operated on Weibo has more lasting vitality. The "Best Us" broadcast in 2016 made a hot search at the beginning of this year. It is precisely because the characters' Weibo is still active. The protagonist in the interactive list, fans created a "Zhenhua Universe" on Weibo.

For a series of IP, when film and television, they are facing issues such as copyright distribution and actor schedule. Although under the same world view, they often have more constraints to achieve "linkage" between works, and only need to character account accounts on Weibo. Interaction can play an IP advantage degree degree. For example, when the original sister's "Your Time, My Time" official announced, Han Shangyan's Weibo resumed its business briefly and promoted the new drama.

Today, IP development has been constructed to build a "universe". During the long -term and variable creation of film and television works, the character Weibo just assumes the responsibility of promoting marketing, maintaining popularity, and strengthening audience cognition. Compared with the more homogeneous trailer posters, film flowers and other promotional materials, the protagonists are clear, vivid, interesting and interesting, and they are obviously more attractive, which can bring the audience's immersive experience of "watching the drama in advance".

After the end of the "Canglan Jue" episode, the protagonist's Weibo is still updating the daily life. In addition to the continuity of the drama's popularity and exerting long -tail effects, perhaps the new drama "Stealing Jue" and "Stealing Jue" and "Stealing Jue" and "Stealing Jue" may be announced. The concept poster of "Du Xinjue" is also related to planning to create "Canglan Jue Universe".

In recent years, revisiting the classic old dramas has become a trend. The audience has joined new ideas for the already familiar plot, which has also prompted those TV dramas that have been broadcast on the age of no Weibo to have new vitality.

In September this year, "Wulin Wai Zhuan" opened an official Weibo, and there were also personal Weibo of the two protagonists of Xiang Xiangyu and Bai Zhantang together. As one of the classics of the audience's "Panbao", "Wulin Wai Biography" opened the hot chat section on Weibo 16 years after broadcasting. For old dramas with scattered copyrights and firing forums, this time there is an official sitting, "protagonist" to accompany the chat, Weibo has provided the audience with a centralized and instant interactive network space.

Compared to the "remake" of the audience's worried "remake", this may be a new way to revitalize the classic IP to achieve a win -win situation for business value and the popular word of mouth.

Three years after the finale of "Dear, Love", Han Shangyan's Weibo automatically released a birthday Weibo on February 14, 2022, and still received more than 3,000 fans' messages.

It seems that in addition to the content of the episode, the character's Weibo itself has formed a personal IP, and the value and potential behind it still have room for further excavation in the future.

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