Live publicity, how to leverage the audience's DNA?

Live publicity, "Safety Card" or "Adventure Brand"?

Author ｜ Yan Yan Yan

This summer, many audiences were "giving birth to death" in the live broadcast room.

In the past, "Wu Lu Ke escape" cleverly used the Internet to delay the lap. Later, "Xun Xin Gravity" was replaced by the characters in the play, and the couple quarreled. Live promotion has gradually become an important part of variety show and episode marketing. Of course, the audience who has already "put it on" will not miss the benefits of the live broadcast, and the live broadcast clips of the circle will continue to attract new audiences to "enter the pit" to form a virtuous circle.

So, how does live promotion leverage the audience's DNA?

"Pre -sale" and "after -sales": The film and television industry, the aroma is also afraid of the alleys.

Either the episode or variety shows. If you want to achieve good results, in addition to the requirements for quality, you also need to be in place. Especially in the context of the explosion of content today, there are too many content products to choose from, and the audience is willing to give a work to a work less and less. Countless practical experience proves that the work is "fire", and good content and good publicity are indispensable.

Therefore, how to use propaganda to make the work a eye -catching appearance, and maintaining the heat effect of the work within the broadcast time is a compulsory course for production companies and platforms.

However, the imbalance between the increasing cost of declaration and the discerning vision of the audience is always a problem that is difficult to solve.

As early as 2017, the marketing cost of the hit drama "Qing Yun Zhi" was approaching 50 million yuan, and this number may be ten or even 100 times the market marketing costs of the episode five years ago. At the same time, the marketing 1.0 era of marketing 1.0 has long been the past, and the copy of the movie promotion model has also been proved to be in the television industry. Passive and single propaganda obviously can no longer allow the audience to pay. Only the open, innovative, interactive publicity ecology can retain the audience in the era of explosive points.

In this context, the filmmakers' organizational artists have "live broadcast", which has become a very suitable way of publicity. Compared with the traditional announcement, live broadcast has unparalleled advantages in terms of timeliness, authenticity and interaction. From the large screen to the small screen, extend the reality from the work, the audience and the artist exchanges more diverse, and infinitely reduces the sense of distance of the conversation.

At the same time, the live broadcast is also strengthened into the "big move" of the live "selling point", and it is a set of "combination boxing".

The audience who loves CP can enjoy the joy of the protagonist "interacting with the same frame". For example, the combination of "Canglan couple" and "suspect business couple" allows the audience to stop in the episode for a few days. The artist will also carefully maintain his role in the live broadcast room, such as the crew of "Children of the Qiao Family", the atmosphere of Bai Yu, Zhang Wanyi, Mao Xiaotong and Song Zuer, and the plot "God", Bai Yu and Song Zuer "fighting the mouth" let the audience be there in the audience. In reality, I see "Yicheng Four Beauty", which makes the actor closer to the role. "Happy Reunion" 0713 Men's group "hundreds of taboos" has achieved the "program effect" of the live broadcast room, inheriting the "hot search constitution" of the work.

It is worth noting that the live broadcast gradually moved from "after -sales" to "pre -sales".

Fu Shouer, Yang Yan, Yi Lijin, and Yang Tianzhen accidentally mentioned in Lianmai that they wanted to set up a "quarrel group". They rushed on the hot search on the same day. The spicy question of the sister who is not forgiven ". Within two months, the program has completed the preparation work and platform selection, and is about to start recording. The popularity brought by the live broadcast makes this show like a child born like a "golden key". At the beginning of production, it has attracted much attention. It maintains close communication activities with the audience. It is a real "candidate variety show".

Coincidentally, the TV series "Ning An Ru Meng" gathered five starring in the drama clothing in the show before killing, and promoted the episode to the audience as a role. "Fan", so that this work that has not been filmed has the potential of "explosive fire", killing the siege in many works to be broadcast, leaving a beautiful impression on netizens.

From "after -sales" to "pre -sale", it shows that the industry is not satisfied with simply treating live broadcasts as a way to interact with the audience, but is to further tap the marketing model with the help of it. During the project preparation period, the audience's opinions and feedback can be used as a reference basis for strategic adjustment, and even as a test of the content of the content. I believe that in the near future, the live broadcast will also play a greater advantage in the film and television industry.

It's really better than "reality show"

In fact, the main creative live broadcast is not a recent publicity method.

The end of the 2016 "Smile Smile" broadcast, the starring actors accompanied the audience to watch the drama through "Beautiful Shooting", 6 games, a total of 240,000 reviews and 46.84 million praises, with an average of about 150,000 online audiences. At the same time, the number of online people reaches 262,000.

In 2019, the main creators of the movie "The Party of Southern Station", "Blowing the whistle" and "The beneficiary" entered the live broadcast room to "bring tickets", and hundreds of thousands of movie tickets were snapped up in a few seconds. The "money ability" of the head live broadcast room proves that a live broadcast can achieve the same effect of dozens of offline performances, and the film side also intuitively feel the charm of live marketing.

As for the TV industry, the main creative live broadcast has always been synonymous with "the publicity", and it has gradually become a "standard for marketing" after sweeping the building. Taking the summer season of "Fairy Fighting" as an example, "Agarwood Ru Dandle · Agarwood Chonghua", "Star Han Sigh · Moon Rising Canghai" and "Cang Lan Jue" all carried out more than one live broadcast, which greatly improved the audience watched by the audience. The enthusiasm has triggered the upsurge of the audience to discuss the episode and provides a rich material for Erchuang. Especially for the two "airborne dramas", "Star Han Silver" and "Cang Lan Jue", the live broadcast has made up for the regrets of the shortcomings of the previous publicity with its strong appeal and re -wins the noodles. The reason why the main creative live broadcast is very popular because the stars are real in the live broadcast room. Different from variety shows, the live broadcast will only have "processes" without "script". Even if the stars know the content in advance, they cannot estimate the direction of the live broadcast and make complete preparation. Therefore, the live broadcast room can see more stars' "true feelings", and there are more space for them to express their ideas.

This model that is more "true" than the "reality show" has been pulled into the distance between the stars and the public, and often harvested the comedy effect of "burst". Many live broadcast rooms are not designed, but "wonderful hands." When the main creative live broadcast of the urban workplace drama "Summer Xia Dong" shared the tidbits behind the scenes, Wan Qian's 4 -year -old daughter "grabbing", milk and milk recite the ancient poem "Gu Langyue Xing". heart of. During the live broadcast of "Star Han", starring Wu Lei and Zhao Lusi were blocked because of poor network signals, but accidentally achieved the "strong frame" of the two to show the opponent's screen holding the phone to show the audience. Can escape. "

This kind of "little embarrassment" of the star, the audience's "big fun" program effect cannot be written by any script, all rely on the guest's on -site response, and it is difficult for other works to copy such success. Therefore, the live broadcast circle is more difficult than the reality show, and there is no classic formula to apply, and the filmmakers are constantly trying and exploring.

Safety card or adventure card

Of course, the stars of live flipping are not without.

Is it difficult to say whether it is a "security card" or a "adventure card".

The obvious advantage is that compared to participating in variety shows, the film and star team will have a higher right to speak in the live broadcast room, and will eliminate many sharp problems. During the live broadcast, a work can be promoted to a work within a few hours, and other methods are connected to "customize" the publicity strategy for it. Therefore, there are more time to show the content of the drama instead of relying on the star effect to win the eye.

However, most of the stars participating in the propaganda are actors. They are not like an anchor and have a lot of experience on the spot. Their daily work is hidden behind the camera, and the live broadcast of no editing and NG is not a way they are familiar with. The embarrassment and cold field are unavoidable. In the face of such a situation, even mature hosts may not be able to cope. For example, Li Hao hosted Liu Dehua's live concert room recently, and was criticized by netizens to be embarrassed and the rhythm was out of control. He himself acknowledged that it was not good enough.

However, not even every live broadcast can be invited to the host. Often, only one staff member is the "CUE process machine". Some rules on the process table are not interacted with the guests. "dislike". In contrast, in the live broadcast of "Ning An Ru Dream", Zhou Junwei, one of the starring actors, had experience in hosting, and "controlled the field" as a "role" and "host", which received unanimous praise.

The questioning of the live broadcast is that many processes in the live broadcast room are the remaining routines for variety shows, which are very modeled. Due to the restrictions on venues and equipment, in addition to "唠", there are not many games suitable for displaying in the live broadcast room. The content is single, the form is tedious and unavoidable, and its texture is difficult to compete with variety shows. The content that guests can discuss can not escape the content of the plot, behind -the -scenes, and the role of character understanding, which is difficult to support the live broadcast duration. If a guest lacks an active atmosphere, the live broadcast may even become another form of interview programs.

At the same time, the audience is difficult to adjust, and the reason for "below" is difficult to estimate. In the live broadcast of "Cang Lan Jue", the starring Yu Shuxin and Wang Hezhen started from their own perspective and discussed the quarrel between the role they played. Some audiences think that the starring actors are from the play to the play, indicating that both of them stand on the role of the characters to carefully understand the plot, and some audiences think that the male and female starring actors are "quarreling" during the business. People explain again and again.

On the live broadcast, it also means that to be observed by the audience's "eight times mirror", some of the inadvertent actions of guests will be enlarged infinitely, causing irreparable consequences. "Wu Luli escaped" to hold the phone in the same frame for many people, but Wu Lei's inadvertently revealed WeChat interface in the live broadcast seemed to put another female artist Xiang Han. Even though Wu Lei's supporting association and Xiang Han himself denied it, the appearance of the scandal made some fans feel the response, and even recognized it as a "rollover incident."

All in all, there are hidden dangers and risks in live broadcasts, and some unexpected occurrences will even have a devastating blow to the works. But if you stay in a safe area blindly, but you will lose the birth of many high light spots and lose the significance of live broadcast propaganda. In the end, whether to play "security cards" or "adventure cards", the filmmakers need to weigh themselves.

No. 1 conclusion

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