Tencent Video write "value algorithm" for IP

Turnive reduction and efficiency are undoubtedly the keywords of this year's film and television industry.

However, when we focus on this concept, many people's understanding actually has one -sidedness and bias: they often only see the "cost reduction" of the first half, so as to "double reduction" in the production quantity and investment cost. In fact, for long video platforms, cost reduction and efficiency itself is a "complex" that has achieved mutual achievements -

The cost of production and operation is reduced, and the value of content and IP increases.

As far as the most watched Tencent video, since the cost reduction and efficiency and efficiency, we have seen more and more explosive models launched by Tencent videos: from the male frequency "Snow in Snow" at the beginning of the year, to set off " The "beginning" of infinite streaming, and now the costume drama "Menghua Record" with a score of 8.8 points in Douban. The brands accompanied by these explosive models have achieved the commercial demands of exposure, reaching and even transformation with the high -quality IP of Tencent video.

On June 21, Tencent Video officially announced the 2022 content film list, covering the eight content systems of drama, variety shows, animation, children, documentaries, movies, sports, and games. From the perspective of No. 1, the significance of this film is not only injecting a stitched heart into the industry with the content of the whole product and all ages. potential.

Therefore, No. 1 tries to analyze the deep interpretation behind the single surface layer of Tencent Video-

It tries to write "value algorithm" for IP.

Underground logic: Find Determination

If we divide the IP -based "value algorithm" into "underlying logic" and "value logic" for inspection, then the starting point of its "underlying logic" is undoubtedly determined for IP exploration.

The definition of people's common sayings refers to important criteria for decision -making activities to grasp the relative stability of things. For the film and television industry, the true certainty actually comes from uncertainty. Therefore, to the 1st point of view, the industry mission of the long video platform is to create a system about certainty for the film and television industry:

The "content as king" has changed from an ideal principle to a production mechanism that can continue to run forward in reality.

From this perspective, how to create and consolidate this certainty, Tencent Video has formed a set of combined fisting and methodology:

The first is to build a full category.

In terms of episodes, the 70+ episodes announced by Tencent Video include mainstream narrative, realist themes, youth emotions, costumes, science fiction, suspense, comedy, etc., and can be described as the mainstream drama. "Ode to Joy 3", "Three Body", "Jade Bone Yao" and other dramas have attracted widespread attention.

In terms of variety shows, more than 30 variety IPs also include many tracks such as talk shows, comedy, outdoor reality shows, music, life emotions, reasoning, workplace, micro variety shows and many other tracks. "How to do! The contents of the talk show "" New Comedy Conference "," Fifty kilometers of Taohuawu 2 "and other content continued to consolidate the product power of Tencent Video on the track of talk shows, comedy, and life emotions.

It can be seen that from the overall coverage of the whole age, to the harvest of different themes and content forms, the release of this film shows that Tencent Video has continued to cultivate in the content field and is committed to meeting the increasing content of Internet users. Determination. More importantly, the innovation of quality content has further consolidated the reputation of Tencent Video, consolidating and strengthening the platform brand cognition of "Tencent Video = High -quality Boutique".

The second is to achieve sustainable IP.

It is not difficult to find that under the blessing of the platform of Tencent Video, high -quality IP has a broader growth space and the possibility of derivatives. Looking at this content list, many IPs have the attributes of "sustainable".

On the one hand, sustainable development of IP. Especially in the field of online movies, the continuous development of IP provides stable business expectations for the online film industry that is transformed into the TO C business model. For example, "Breaking the Sky" will launch an online movie version.

On the other hand, it is an innovative excavation of the subject matter. For example, the big explosion of the theme of "Infinite Stream", inspired Tencent Video to introduce the concept of "Infinite Stream" into the costumes of the immortals, which gave birth to the first domestic "Infinite Stream" suspense fairy man drama "Six Swords Six Prayers". At the same time, in addition to the launch of the latest episodes, the fairy sword IP, which was originally derived from the game, will also use the form of interactive film and television to integrate film and television and game elements to enrich the user experience.

The reason why these cross -content systems can become possible is the strong support of Tencent's video content ecosystem.

The third is based on positive energy.

Han Zhijie, vice president of Tencent Online Video, said at the film and television annual conference that in the new cycle of the industry, Tencent Video "will focus on content development and creation in three three" breadth "," accuracy ", and" temperature ". In terms of dimensions, a new coordinate system with high -quality content is established. And these three dimensions also reflect the core criteria that Tencent Video adheres to content development and creation-

Based on positive energy as a basic criterion for measuring content value.

Taking positive energy as the base, Tencent Video guarantees the foundation of content certainty -security to the greatest extent, which is undoubtedly the foundation of Tencent Video to find a certainty for IP.

It can be said that the underlying logic supported by full category, sustainable, positive energy, so that Tencent Video has always maintained "continuous" on the launch of fine content. The latest data shows that the scale of Tencent video paid users is 124 million. As a result, the collision between high -quality content and massive users has given a broad space for Tencent Video to continuously develop commercial blue oceans and excavate commercial value. Value logic: exploration possibility

On June 18, the hot drama "Menghua Record" "appeared" in the world.

At the entrance of Dayue City Mall in Beichen Delta, Changsha, "Menghua Record" and brands such as Maijili, Oreo, Haitian, Alps, and Xisha jointly customized a special immersive offline exhibition "Menghua Day Tour "In just two days, the number of tourists exceeded 4000+, and quickly became a" net red punch place "for young audiences.

This is the first new format created by Tencent Video to combine IP: re -reintermining the scenes in the drama offline, strengthen the user experience, use the experience of the body to replace the sense of distance. Chance.

Offline "Menghua Day Tour"

As a result, we touched the "value logic" of the "value algorithm" established by Tencent Video around the IP. After finding the next step, it is naturally the possibility of exploring and digging the value of IP. This is the starting point of "value logic".

With the content marketing of "Menghua Record" as an observation window, No. 1 believes that the "value algorithm" of Tencent video has matured.

The first is to set up a "full perspective" in marketing scenarios.

Back to "Menghua Record". Online, "Menghua Record" and Oreo and Haitian have launched the shopping cart in the play, achieving the combination of product effects. At the end of the film "Hello! Song Chao", the small theater of the "Song Chao" responded to the user's curiosity and exploration of history and culture, and talked about the little -known Song Dynasty. And offline, in addition to the offline "Menghua Day Tour" described earlier, Tencent Video also combined with the elements in the play to launch a very Song Dynasty -style derivative, and linked the two well -known brands in Xixicha and more than 13 well -known brands for conducting it for conduct Deep expansion of tea culture and traditional clothing.

In the integration of traditional Guo Yun and New Guo Chao, "Menghua Lu" has not only provided new ideas for cultural marketing through content marketing, but also created a cultural communication about Song "tide" for the general public. Essence This innovative model of "IP -based, platform -screen, and connecting everything can be touched by users". The essence is to deepen the marketing scenarios from the content, so as to realize the resonance between the brand and the user's emotions.

And this "IP full perspective marketing" play will be repeated in the newly released high -quality content released by Tencent Video in the future to achieve the detonation and value -added of IP value.

The second is to achieve "full chain" in business cooperation.

Data show that in 2022, Tencent Video based on rich anime, animation, episodes, variety shows and documentary images, and authorized cooperation with more than 70 brands. , Home, 3C Digital, Games, Publishing and other categories.

The end of the full chain is the expansion and extension of the value of IP.

A typical representative is the IP of Douro Continent. Tencent Video has successively launched the anime version and the drama version of "Douro Continent", and the popular character group in the anime version debuted as an electronic female idol group. Rich content and continuous influence have continued to increase the commercial value of "Douro Continent".

On the card, the "Douro Continent" collection card is currently the top national sales product in the country. Its online e -commerce channels cover mainstream channels such as Tmall, JD.com, Pinduoduo, and Douyin. Offline card laying covers 1-6-tier cities across the country. In May, the Douro Continental theme products launched with Mingyoupin cooperated with the theme products of Douro Continental. The activity exposure is as high as 28 million+.

At the same time, the animation of "Douro Continent" has also conducted extensive brand cross -border cooperation. For example, the plot implanted with Master Kang Green Tea and customized packaging to complete the sales of 400 million bottles in 3 months; cooperate with Victorian Lemon Tea to launch joint packaging, and with Master Kang's vine pepper beef noodles "Douro Continent" "combined with combination" Wait, successfully achieve the IP influence breakdown.

It can be seen that under the continuous operation of Tencent Video, the "Douro Continent" IP has achieved the goal of "long love" whether it is fans, users, or the brand.

Another case comes from the animation "Wei's Daily". On the 30th day of Tencent Video's launch, "Wei's Daily" achieved the goal of breaking 100 million yuan. This cute vivicat not only won the joy of children, but also made countless young people. The "product+content+virtual idol" commercial ecology jointly created by Tencent Video and the producer Cat Cat House Media is a total of 5 million+ million blind boxes for Vivicat's blind boxes, SKU nearly 300 categories.

Regardless of whether it is Douro Continent or "Wei's Daily", the content IP of different dimensions can increase the marketing value level at Tencent Video.

In terms of measurement effect, "full evaluation".

At present, the brand's demand for content marketing on the video platform has changed from simple "exposure" and "touch" to more "transformation" that pays more attention to effects. The content thermal value of the content of Tencent Video and the RACE global camp effects evaluation model can help the brand's scientifically determine the content marketing effect and help improve the conversion rate.

Taking the RACE Global Raiders Evolution Evaluation model as an example, it consists of four parts: actual values, asset value, mental value and gain value, thereby helping the brand for marketing effect evaluation from multiple dimensions. With the scientific assessment of the model, vivo S12 finally adopted the "crowd contract+bidding chase" model. After the statistics, it was found that compared with the traditional "contract+bidding direct investment" model, the conversion rate of the new model increased by 25%; similarly, YSL won the brand favorability of more sway people through the RACE global camp effects evaluation model. The conversion rate in the swing crowd increased by 350%compared to the previous waves.

It can be seen that the launch of these applied tools enables Tencent Video to empower the brand more comprehensive, clever and long -term.

No. 1 conclusion

In fact, from the "value algorithm" written by Tencent Video for IP, it can be seen that since "cost reduction and efficiency", the long video platform has gradually found a value point that fits it more-

Coupling effects between users and brands, that is, a virtuous cycle of content marketing value growth in the closed loop of "content-user-ecology".

It has a large amount of users and various brands to achieve emotional resonance between users and brands with IP as a fulcrum;

At the same time, it is in a symbiotic structure with users and brands. It makes content marketing out of the "only flow theory" in a longer -termist way and running towards a more lasting product.

For the future domestic long video platform, it may be the only way to go through the development point.

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