There are many flowers at the end of the TV drama: assisting narrative, improving cognition, empowerment spread ...

We are no stranger to the "tail insertion" of the TV era, that is, the "next episode trailer". In the era of online dramas, the ending trailer also became the standard of the tail insertion. Now, there seems to be more and more such "at the end of the play" this year. In addition to marketing value, the feedback from these contents of the audience is basically positive, and it seems that the content value also shows the content value. However, in the long run, whether "accompanied by the end of the drama" can maintain the attractiveness of the audience, it determines whether it will become the norm of the production of the episode.

Author | Fat Ministry

Editing | Time

Edit | Peninsula

Source | Rhino Entertainment

"Menghua Record" is updated to this day, Chen Lian's player Guan Yunpeng as a commentary, introducing the interesting cultural style and lifestyle of the Song Dynasty, from the nightlife of Gouraiwashe, the ancient "blind box" care of it to buy and sell, to the diet to eat To order tea, the acceptedness of the drama fans is relatively good, and the barrage usually has positive feedback such as "learning time" and "crew are good attentive".

There seems to be more and more this year's "at the end of the play" this year.

Tencent Video opened the drama "Snow in the Snow", Yan Hexiang reviewed the episode in the form of a book in the form of a book; at the end of "The Wind Raise Longxi", Chang Yuan showed the plot with the image of the character Sun Ling in the play; "We" will have a small classroom in each episode; at the end of "For the rest of your life, please give me more advice", Yang Zi and Xiao Zhan brings a small video of showing affection.

This insertion content seems to be some iteration of the previous marketing concept of "tail insertion", because on the one hand, the same position, on the other hand, there are usually brand information such as crown names.

In addition to marketing value, the feedback from these contents of the audience is basically positive, and it seems that the content value also shows the content value. However, in the long run, whether "accompanied by the end of the drama" can maintain the attractiveness of the audience, it determines whether it will become the norm of the production of the episode.

Auxiliary narrative, improvement of cognition, empowerment spread

The little flower trick of "at the end of the play"

We are no stranger to the "tail insertion" of the TV era, that is, "the next episode trailer"; in the era of the online drama, the ending trailer once became the standard of the tail insertion. Resources. Now, the platform and the producer are trying some new gameplay of each point.

"Snow in Snow", which was launched in December last year, did not use the preview as a tail insertion. Instead, the actor Yan Hexiang, the actor of Deyun Society, brought the "Snow Bookstore" in the form of a book to talk about each episode of the plot.

This idea can be found at the source. On the show's broadcast platform Tencent Video and Deyun Society, the delegation "Deyun Dou Society" jointly launched. Rules and highlights. When "Snow" is transplanted, the effect of the test is good, and it has become a retaining program.

After that, similar operations are "The Wind Starting Longxi". Chang Yuan, who was born in the comic dialogue family, did not comment at the end of each episode, but also played the role of the plot; then "For the rest, please give me more advice", "We who won't fall in love" With "Menghua Record", it seems that the "Atton the end of the drama" at the end of each drama is different, but in fact, there are many consistency in the production.

First of all, "Atton the play" has the function of auxiliary narrative in content.

Many audiences at the beginning will skip the "Snow in Snow" in "Snow in Snow". Later, after Amway, they found that they needed to see it, and even turned around to specialize in the bookstore, because many characters were settled and the background introduction was among them. Including the previous history of key figures such as Zhao Huangchao and Deng Tai A, there may be a reason for the limited space of the episode. The evaluation display shows that both efficiency and cost are the most preferred.

The idea of ​​sorting the plot at the end of the drama "The Wind Rove to Longxi" may be because the plot itself is too brain -burning and there are too many clues. Even if there is no additional information, the clues of each episode are valuable.

Interestingly, the "ending" of the latter drama began to have nothing to do with the plot, maybe because the plot itself is relatively simple, but whether it is the rest of the "The Restaurant", the end of the drama is similar to show love, love, or even earthy love words. The funny content is the popularity of the Northern Song Dynasty in "Menghua Record". They are uniformly unified with the temperament of the episode. The use of additional content improves the audience's departure experience.

Secondly, these contents also have the effect of improving audience cognition.

For example, "The Swords in the Snow" joined the form of folk songs such as the book evaluation. The latter's "rivers and lakes city well" gas is consistent with the outstanding characteristics of the episode, which makes the audience feel unsuccessful; In the long string, to a certain extent, this comedy character eases the rhythm, so that the audience will not be too tired.

"For the rest of your life, please advise the end" is simpler, that is, highlighting a sweet pet characteristics; the popular science content of "Menghua Record" is naturally to emphasize the kung fu of the drama on the restoration of the Northern Song style, highlighting the production of production, and highlighting the production of production. High -quality experience; "Us who can't fall in love" has cleverly completed some questions through every episode of the small class that teaches you love.

Third, these contents also met with the current short video spreading trend and provided communication content.

For example, the end of the film "For the rest of your life, please give me more advice" is to shoot directly in the form of vertical screen short videos. You can directly upload to the short video official number for promotional content. Similar content will also have a good communication effect.

The threshold for "comes with the end of the play" is not low

On the other hand, does the audience need the content of "accompanied by the end of the play"?

It should be said that the perception of these audiences may not be high, and some audiences will habitually cut the next episode after the end of the positive film. For the audience who stayed, these additional content is similar to the supermarket "gift" to a certain extent. If there is no better content, there will be no less audience who choose to choose. However, if the needs are really formed, it is obviously not now not mentioned. Although the "ending" of these episodes did not attract much negative feedback, it really made the audience feel perception and discussion. In fact, the restrictions on the content of the end of the play can be seen.

The first is to require the audience's favor and content stickiness.

In the past, whether it is the aesthetic needs of the audience or the habit of watching the drama formed in the short video era, they are relatively lacking patience, and even the "double speed" viewing drama becomes the norm, so it can keep the audience be outside the episode and keep patience. It must be a boutique content with good reputation and perception, so I dare to make additional content.

However, in terms of effect, "Menghua Lu" is an absolute explosion, and the ending science has also become a point of praise given by netizens. To a certain extent, it means "love house and black"; Obviously, or the drama itself is controversial, the public cognition at the end of the drama is not high.

The second is that the production of the content itself must be complete, and the quality is excellent.

This is the evaluation of the contents of the end of the drama of "The Swords in the Snow", "Ustakers who can't fall in love", and "Menghua Record". "Song Chao", its content value is stronger, and the design sense and integrity are relatively good.

And as mentioned earlier, these contents need to be sufficiently matched with the episodes itself, so the producer still needs to have a special content team to produce, such as the producer of "Usterowned Une Love" producer. About fifty or 60 theories were screened. If the content of the content itself is not good enough, the audience's patience will actually be less than the positive film.

The threshold of "comes with the end of the play" is not low, and it can even be said to be a luxury product. Only the drama with high heads and audience recognition can afford it. At the same time, the main creators also need to think about creating good content that really meets the needs of the episode and has the degree of communication, otherwise this part of the content would rather not have. After all, what's not good about directly coming out of the subtitles?

Not just marketing breakthroughs:

Be careful about the platform and the producer

Why should the platform and producer launch a new content of "ending at the end of the drama"? May wish to talk about it from the perspective of the producer.

In fact, there is no idea that this part of the content will inevitably take some "water duration" considerations. In addition to the "For the rest of your life, please give me more teachings" mentioned above, the content length of the "Atton the end of the drama" is 2-3 minutes. And this design began to appear at the end of last year, which may be able to refer to the changes in the policy.

On December 31st last year, the Department of Science and Technology of the State Administration of Radio, Film and Television released the "Mother Edition of TV Drama Edition", which was officially implemented from April 1 this year, requiring the regular episode of the positive film to be no less than 41 points. If the screen is duplicated, the length does not exceed 30 seconds; the content of the "Review of the Previousness" and "The Preview of the Episode" are not within the scope of the duration of the film, and the duration in principle does not exceed 30 seconds.

In fact, for these head dramas, it is not difficult for each episode of the positive film for no less than 41 minutes, but if it can be increased for 2-3 minutes, it is not possible to do it. The barrage with a touch of duration can also make the long settings more flexible.

At the same time, the time limit of the "next episodes" in the positive film. At present, many episodes are no longer a preview at the end of the drama. Instead, a single set trailer will be released alone, which can also increase the platform click. However, for some audiences, it is used to the end of the film, and more "attached to the end of the drama" to increase the sense of ritual and the departure experience.

For the platform, the blessing effect of content on marketing is a new attempt for the end of the tail insertion.

Since last year, video marketing has increasingly emphasized content value to enhance the viewing experience and enhance user interaction. The platform has been trying in this direction, such as launching more derivative content in a short video recruitment match, or IP "one fish eat more" and other methods to conduct content linkage.

And "at the end of the play" may provide some imagination for the increasingly shrinking advertising revenue of the long video platform. In the case of full development of the point, how to open new tricks in all points, enhance the patient's patience and watch experience, which can not only alleviate the audience's negative emotions for "members of the members' advertisements", but also achieve the improvement of marketing effects and improvement. The possibility of long video advertising business.

However, it is also necessary to see that when creative advertisements appeared around 2015, the audience also felt fresh, but the creative space of this operation was limited, and the audience quickly lost interest. In 2019 The advertisement of the mid -bureau's "Board" has received a lot of response from audiences.

The patent of high -end players such as "at the end of the play" has largely weakened the nature of advertising. It provides more opportunities for insertion, and stronger content attributes can also improve audiences. But whether this can maintain longer vitality, whether it is valuable to draw on the front and middle insertions, it is still to be observed.

A good is that seeking cost reduction and efficiency will mainly work, which means that there is a greater room for promotion in this gameplay. At that time, perhaps we can see whether it has become a Normal opportunities.

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