When the short video marketing penetration rate reaches 90%, what about long video?

Long video from B to C direction

Author | Xiang Xuelan

Recently, the "Rating Research Center" group on the Douban platform is very lively. Especially in the near future, the ancient drama of several traffic stars was broadcast at the same time. The activeness of the drama CP powder, star powder, and platform powder on major platforms was very high, and compared the results of various dramas from various angles. Among them, the number of advertisements has also been regarded as the criterion for the evaluation of explosive drama and has become the focus of controversy.

In the past, fans were only interested in the ratings such as ratings, playbacks, etc., but recently, there were still no advertisements after some of the repertoires were launched, which caused the attention of fans, and the actor's investment ability was also questioned.

In fact, not only fans, but also major long video platforms and TV stations are full of anxiety about advertising.

The survey results show that the penetration rate of short video marketing in 2022 is expected to reach 90%, and the live marketing penetration rate will reach 79%. The first half of the financial report released by some long video platforms shows that advertising revenue has decreased significantly year -on -year, and the advertising revenue of traditional TV stations has declined significantly in succession. Under the new marketing situation, how should long video platforms and TV stations respond?

Image source: Douban Platform Rating Research Center Group Group

Short video marketing mainstreamization

The report by the CCTV Market Research (CTR), the School of Advertising at the Communication University of China and the National Advertising Research Institute released the "2022 China Advertising Master Marketing Trend Survey" report showed that compared with 2021, the annual marketing budget of advertisers was narrowing, and investment was more. In order to be cautious, the proportion of advertisers with a rise in marketing promotion costs has decreased significantly. In other words, the "big market" of the entire marketing income market is shrinking.

In terms of marketing costs, advertisers said that they will continue to increase marketing investment in short videos and live broadcasts. The penetration rate in 2022 is expected to reach 90 %. Moreover, the penetration rate of small and micro enterprises has greatly improved in the past three years, and short video/live advertisements have stabilized into one of the core release forms of advertisers.

"More and more advertisers have gathered the brand's official account on the short video platform to bring various marketing methods such as brand display, content dissemination, live broadcasts, and fan maintenance.

Picture source: "2022 China Advertising Master Marketing Trends

The financial report data of the short video platform also confirms this. In the second quarter of 2022, the total revenue of Kuaishou reached 21.7 billion yuan, an increase of 13.4%year -on -year. Among them, online marketing services revenue reached 11 billion yuan, an increase of 10.5%year -on -year, and the number of advertising owners of the Kuaishou platform increased by more than 90%year -on -year.

At the financial report, Tencent stated that, since more and more advertisers are now turning to short video ads, the video number must also seize this opportunity to get more advertising budgets. The video number is a high profit for the existing business scale. Growth supplement. "It is expected that the climbing progress of the video number will be faster, and it will become a strong new income growth curve."

Advertisers also said that the cost of launching for long videos, news and news, and news aggregation platforms has decreased significantly. In contrast, the proportion of advertisers' short video marketing expenses is expected to increase by 68%, while the proportion of long video platforms accounted for only 15%.

In summary, the current economic environment and marketing trend changes are developing in the direction that is conducive to short videos. For long video platforms and traditional TV stations, the situation is very severe.

Long video platform from B to C direction

Tencent's financial report shows that the income of online advertising business in the second quarter was 18.6 billion yuan, a year -on -year decrease of 18%; social and other advertising revenue was 16.1 billion yuan, a year -on -year decrease of 17%; media advertising revenue was 2.5 billion yuan, a year -on -year decrease of 25%.

The dilemma of long video platform advertising business is undoubtedly revealed in various financial report data.

The definition of commercial enterprises TOB and TOC business models can define the long video platform as a TOB model for advertising customers to obtain advertising income, and define the way to obtain membership paid income from users as TOC models.

In recent years, long video platforms have been strengthening membership paid income. At present, this part of revenue has become the main source of revenue from long video platforms. At the moment when the advertising model encounters major environmental pressure, it will continue to work hard in the C -direction mode and become an inevitable choice.

Subdivided membership payment level.

Recently, China Consumer News released the "2022 Long Video Platform User Satisfaction Report" shows that consumer demand is gradually diversified, and 60 % of users hope that the platform can charge hierarchical charges and provide more diversified services. Under the premise of the platform in advance, over 70 % of the audiences are willing to accept the finale of paid live broadcast.

Picture source: Weibo page screenshot

It can be seen that providing a richer and diverse member payment model, still has potential to dig for a long video platform.

In May of this year, on the basis of insight into the needs of users, the Mango TV has launched the "Yue Ran Season" theme marketing member activity based on the advantages of the platform content track segmentation, creating "content+equity+physical gift package" around the vertical IP to create "content+equity+physical gift package". The "sound card", "sound card", "yearning card", "anime children's card", "movie card", and "Youth Campus Card" pointed to the user identity.

Mango TV's "Yue Ran Season" event provides users with diversified paid products. According to reports, Mango TV will continue to enhance the attractiveness of vertical membership services to users through content rights and physical rights. Variety shows can only watch members.

From Tencent Video's "Mao Xuewang" to Mango TV's "Welcome to Mushroom House", more and more variety shows that members can watch have appeared on the long video platform, and they also achieved good communication effects And membership new effect. The variety shows that members can watch alone have grown from the "accessories" of large variety shows to new variety shows.

Picture source: official Weibo

Layout the cinema movie track.

Recently, Gong Yu said at the 12th Beijing International Film Festival that Iqiyi will increase the investment in film in the future. "China Ping Pong, which we cooperate with Deng Chao, may be released this year, and will also bring" War 1840 ", which will cooperate with Director Yin Li, and several movies in the later period. We hope that in film production Growing. "At the same time, Gong Yu also hopes to cooperate more in the film industry through this method of scientific and technological innovation.

The theater movie is becoming an important choice for the long video platform to further expand the C -direction model.

Faced with the severe advertising environment, there are still many ways to create a long video platform to choose from, including many models that directly pay for users to explore and improve, but traditional TV stations have no such good luck.

Digging on TV stations

In June of this year, the "Notice on the Scope of Implementing the Scope of Implementation of Substitute Subsidy Payment Social Insurance Policy" issued by the four departments such as the Ministry of Human Resources and Social Affairs, and incorporated 17 difficult industries such as radio, television, movies, and recording systems into the phased slowly phased slowly slowly staged phase slow. Scope of implementation of the policy of paying care, unemployment, and work injury insurance premiums.

According to statistics from the radio and television industry, traditional radio and television advertising revenue from 2018-2021 is: 109.923 billion yuan, 99.885 billion yuan, 78.958 billion yuan, 78.646 billion yuan, and the decline is obvious.

In this case, traditional television stations are stepping up the integration and transformation to create their own clients and third -party new media dissemination matrix; on the other hand, they are connected with local government services to adjust the source of revenue and channels.

Integration and transformation.

The research on "2022 China Advertising Marketing Trends" shows that radio and television MCNs with strong advantages in content control have become the "good heart" of many advertisers. For example, a home appliance brand talks about its cooperation with the host of the head radio and television, which mainly depends on the advantages of equalizing IP traffic and insurance coefficients. At the same time, the credibility and content control capabilities of media institutions have also won the favor of the brand. Radio and Television MCN is becoming an important force in the industry.

Taking Fujian Broadcasting Film and Television Group as an example, the integration of 237 official accounts of the group and the personal account of 240 hosts established Fujian Radio and Television MCN. In the four major directions of short videos, live broadcasts, large -scale events, and e -commerce training Incubation, e -commerce live broadcast, celebrity economy, and project services, focus on creating a full -industry chain of traffic production and monetization. Fujian Radio and Television MCN also won the honorary title of "2021 Outstanding Radio and Television MCN Institution" of the State Administration of Radio, Film and Television.

Picture source: "Qin Xiaoqing: The Road to Radio and Television MCN Ecological Exploration"

Government service.

Hu Zhengrong, Dean of the School of Journalism and Communication of the Chinese Academy of Social Sciences, believes that only local media can only have a land of survival space and landing on the ground with local government affairs and services. It truly realizes the integration mission of "news+government and business services" proposed by the central government.

As the mainstream media, with the advantages of publicity resources, it helps government departments to provide more accurate, efficient and comprehensive government services for the general public, which has become an important approach to local television stations. Including: hosting government departments, publicity and reporting various service policies, providing audio and video production and broadcasting, and operating new media accounts such as government departments.

Whether it is integrating transformation or government service methods, it has made up for the "gap" brought by the decline in advertising revenue of TV stations to a certain extent, but it is not enough to allow traditional TV stations to surpass the "life and death line". At the same time, continue to find new sources and channels.

No. 1 conclusion

Many people believe that the effect of precisely putting on the effect of advertising will become the mainstream form of advertising. The brand advertisement facing the public is gradually micro, and long videos and traditional TV stations are mainly brand advertising.

But Jiang Nanchun, the founder of Focus Media, believes that "the effect advertisement is solved, buy it, buy it, buy it, buy it at a lower price. And the problem of brand advertise It is not a relationship between the two, but complement each other. It needs to support each other through proper combination methods, and finally achieve the organic unity of recent sales goals and long -term brands to create goals.

Long video platforms and traditional TV stations still have huge advertising marketing value waiting for being re -recognized and empowerment.

* Picture source network, if there is any infringement, please contact delete.

Reference materials:

1. 304 advertisers jointly revealed: the official account operation of the brand, the short video KOL selection strategy | Exclusive outside Germany

https://mp.weixin.qq.com/s/no1k47ofceth5tm1vmpgfa

2. 20122 China Advertising Master Marketing Trends survey https://mp.weixin.qq.com/s/gobodnerHLK1QWUCANMZAW

3. [Eagle Eye Headline] Ai Youteng embrace C direction mode

https://mp.weixin.qq.com/s/tbpwn70oolh8berr0lgntq

4. The first step in the variety show industry rescue: pay from the audience's pocket

https://mp.weixin.qq.com/s/smi_efucymynlpweqxppca

5. "Report for Media Integration in the Second Season"

https://mp.weixin.qq.com/s/ydqaon1aikkqkerbwnsttw

6. Mango TV "Yue Ran Season" theme marketing: explore new forms of membership payment | Mango log

https://mp.weixin.qq.com/s/hynyyvyl0tdeuexvgza-3G

7. Qin Xiaoqing: The Road to Radio and Television MCN Ecological Exploration | Exclusive to Germany

https://mp.weixin.qq.com/s/h9weakntr_4pjgqdw7i5ng

No. 1 Interactive topic: What are your good suggestions for the revenue model of long videos?

- END -