After glory, how does the variety show investment promotion renew their lives?

Variety Merchants Breakthrough

Author ｜ Xiangxuelan

The lively summer season has ended.

In addition to the ancient puppet dramas of several ministerial video platforms, the explosion of "data meaning" and "traffic meaning", the entire long video variety market can be said to be lacking.

In the past, the big variety shows of the head, high celebrities, high bursts of broadcasts, and good advertising. It is an indispensable pillar content for long video platforms.

Today, long video variety shows are trapped in investment promotion.

Under the new communication environment, the cause of the dilemma of the variety show investment is multi -faceted, and the innovative solutions are also diverse, but can these really renew their lives for variety shows? In the future, do you need long videos to put this marketing model? These issues need to be re -thought.

Glory no longer

Yunhe Data "Report | 2022H1 Variety Network Performance Performance and User Analysis Report" shows that in the first half of 2022, the cumulative positive film of the entire network of variety shows 12.9 billion, a year -on -year reduction of 22%. Among them, TV variety shows fell 28%year -on -year, and online variety shows fell 15%year -on -year.

Photo source: "Report | 2022H1 Variety Network Broadcasting Table

Among them, the last glory period was driven by a number of TV introduction model programs such as "Run" and "Good Voice of China". With the formula of TV communication methods, these heads variety shows to long video platforms are currently a variety show of the header head. The investment situation is also based on the advantages of provincial satellite TV+long video platform. Good results.

Head -level provincial TV was the main source of the innovation of large variety shows. Today, with the decline in the advertising capacity of the head of the head of the head, the innovation of variety show innovation has been greatly declining, and the influence of new programs is not as good as before. Under the chain reaction, high -quality variety shows that traditional TVs can transport long video platforms are still those comprehensive N generations, and the phenomenon of "eating old" is very serious.

In the first half of this year, Yunhe data showed that the TV variety shows the entire network of TV in the TOP20, comprehensive N generations accounted for 15, of which "Ace to Ace", "Youth Travel" and "Run" became the resident of the TV variety show, three programs, three programs, three programs. IP occupies 11 seats. In the first half of the year in the first half of the year, there were 38 TV variety shows in the new season broadcast variety shows (excluding derivatives, party), a year -on -year decrease of 8.

Let's look at the online variety show. During the glorious period, an idol group draft show, hip -hop show, rap program and other long video platforms led. Star chasing and variety needs. However, some programs have entered the "astignery" in the popularity, which led to the disappearance of the entire program model.

Today, the heavy responsibility of variety show innovation is mainly borne by the video platform. In the first half of the year in the first half of the year, there were 78 online variety shows, an increase of 24 in the online variety show. The network comprehensive effectively played in TOP20, including "Hahahahaha", "Detective", "Breaking the Wind and Broken Waves", including 9 comprehensive N generations, and 11 new variety shows.

Picture source: official Weibo

It can be seen that the number of innovations in the network comprehensive is not low, but in the first half of the year, the online new season broadcast variety show effectively played 6.9 billion, a year -on -year decrease of 36%. The results of innovation did not seem to be ideal. The influence of many innovative online variety shows such as camping programs basically stays in the "niche" state, and fails to touch the true psychological needs of the "public". There is still a big distance from becoming a large variety show. Comprehensive glory.

The content quality and innovation of variety shows and the situation of the program investment are mutually complementary, mutual causality. The quality of the program is high in quality and the style is very easy to attract. Only good investment programs can have higher production quality and innovative style.

According to Yien data, there are 184 seasonal broadcast variety sponsorship brands launched in the first half of 2022. Among them, the concentration of head variety brands with TOP20 of the broadcast index decreased by nearly 15 percentage points from the first half of 2021.

On the one hand, the variety show's own quality is worrying, weak innovation, and lack of explosive models; on the other hand, it is difficult to attract investment, and the pressure on revenue is high. It is difficult to say which one is "cause" and which is "fruit". Need to start with innovation.

Micro -innovation

Charlie Munger once said: "Macro is what we must accept, micro is what we can do."

Faced with the investment difficulties of variety shows, the overall marketing costs are affected by economic development environmental factors such as epidemics and other economic development environmental factors. We cannot change; the rise of short videos and live broadcasts has diverted a large number of brand marketing costs, which we cannot change. But this does not mean that the investment promotion of variety shows has no innovative potential to dig.

Single timely.

Recently, there are reports that variety shows can be put in single -period. For example, the RIO brand judges based on user feedback and real -time sales, and reached a cooperation with the "Happiness Reinstation" program in a single period. It only exposed in the first and second phases.

On the surface, the single -period launch is a rare opportunity to cooperate with each other for variety shows and brands. If the effect of a single cooperation is good, it is not difficult to start the next cooperation between the two parties.

However, the reality is that in the case of advertising budget, the brand will not consider the single -term release; in the case of hot investment, variety shows will naturally not accept single -term delivery. Especially in the environment of new media, users' attention is very serious. For the brand, a single cooperation and exposure are limited to the brand, and the conversion rate is even more difficult to grasp. The relevant survey of the media No. 1 also shows that it is a helpless move that the brand has the demand for "sounding" on a large platform "sounding" but not enough budgets. At present, few brands are willing to do so.

It can be seen that this micro -innovation in a single period is still expensive for the investment difficulties of variety shows.

Data escort.

When the marketing budget is constantly tightening, how to formulate a scientific advertising cooperation strategy, and truly "spend money on the blade" and reduce the waste of marketing costs, becoming a problem that every brand must consider carefully.

For example, Yien launched a content sponsorship evaluation system, with data service support of the two think tanks of sponsorship system and video system. After years of industry accumulation, its data range is wider, more data indicators, and more data sources, including: main creator appeal, main creative praise, star appeal, star public opinion popularity, theme appeal, brand exposure frequency, time, time , Market public opinion and word -of -mouth changes. It can help major brands dig out content sponsorship opportunities, evaluate content sponsorship effects, and improve marketing decision -making accuracy from the perspective of data.

The variety show market is "mixed with fish and dragons", with many variety investment promotion forms, such as: crown, partners, sponsorship, designated products, inserting small theaters in creative ideas, oral broadcasts or items The variety show and cooperation with the appropriate sponsorship is a problem that plagues the brand for many years. Based on the results of a third -party big data company, the science will be greatly improved. And some "treasure" variety shows can also be more "seen".

Although some of the effects are obviously not obvious, the micro -innovation of variety show advertising investment has been on the road.

This variety show is not another variety show

In the era of short video "full invasion", all theories about long videos need to be reused.

Micro variety shows that have become new forces in the market. From the planning stage to the end of the broadcast, it has gone out of a long -distance video variety show investment promotion route, that is, integrated platform+e -commerce+brand business operation model.

Micro variety shows, as the name suggests, small volume, less investment, positioning segmentation, production methods and monetization methods are more flexible, very suitable for creating customized scenarios with advertising attributes for specific e -commerce and brands.

During the planning stage, the user characteristics of the high degree of matching platforms and fitting brand needs are the significant characteristics of micro variety shows. Xu Yiren, the director of the Camping Section of Xiaohong Book Micro Variety, said in an interview that the Xiaohong Book Platform has been looking for the creativity of a micro -variety show in life. In the process of cooperation, Xiaohongshu will provide the producer with the producer's main axis and planning content reference according to the popular trend in the station and the young lifestyle.

"Compared with the oral broadcasts in traditional variety shows, the brand's hopes to plant in the micro variety show will follow the plot. We will also put the brand content into the plot settings as much as possible to better release the product tone."

During the operation stage, the micro variety show competing with the head minister's variety show in the scale, and it is difficult to achieve the "public" communication effect. Therefore, "need matrix and band -shaped operations." According to reports, Kuaishou attaches great importance to the combination of live broadcast forms and micro -variety shows at the micro -variety show. It is a long variety show of the short video platform in the form of a variety show to expand the variety show through the first -time expansion of the variety show, such as "11 Sleep "" "Yue's hard work" and so on.

Facing the new gameplay of short videos, the investment promotion of long video variety shows:

Either, adhere to the characteristics of the traditional popular explosive models that hold high, use explosive attractiveness to change users to watch inertia, use the program duration to change the investment space, use the production quality to enter the barriers, and continue to take the route that is completely different from the short video mode;

Or, we must learn from short videos and micro -variety shows, rebuild the entire variety show advertising investment chain, update related marketing theories, and promote the evolution of the variety investment model before the old investment model was completely eliminated.

No. 1 conclusion

When netizens' comments are "the more poor and the better," is not a good thing for the long variety market.

The investment difficulties of variety shows are also the dilemma of long video content and platforms. To break through from the dilemma, it requires time, geographical, people and peace.

Disappearing or innovation? For long video variety shows, it is not a difficult question to answer. After all, only the hope of breaking through the predicament can only be made in the predicament.

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Reference materials:

1. Report | 2022H1 variety show online broadcast performance and user analysis report

https://mp.weixin.qq.com/s/97orrphtyo9m4ipWRFT_RQ

2. Please pay attention to the brand, variety shows can be put in a single period

https://mp.weixin.qq.com/s/1os8o4ue_y3cgxciatintg

3. Farewell to "Baobao" sponsorship, Yien's two think tanks comprehensive escort content sponsorship service

https://mp.weixin.qq.com/s/lebvhsrhxapenm7g3pa1ga4, micro variety show: "efficiency" variety of variety market, "common thinking" promotes commercial value release |

https://mp.weixin.qq.com/s/uwycajbm528pkepehjm8ya

5. Micro variety show: new forces in variety market

https://mp.weixin.qq.com/s/io3agtttutzredptvrg

Topic No. 1: Do you optimistic about the future innovation of the variety show investment promotion?

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