Text | tiana
No kidding, I spent more than 800 on watching the show. ”
What kind of drama is so expensive to watch?”
It's not on-demand, it's shopping. ”
The above dialogue is from Morketing and her friends, so what kind of big production has such a strong ability to bring goods, she is hesitant: "Just a small short drama", and instantly understood that in 2023, who hasn't gone too far for a few sweet and a little ashamed of the little skit?
In the places where movies, TV series, and refrigerators can't radiate, there is such a ** growing wildly, their plots are bloody, the actors' acting skills are exaggerated, and the shooting is shoddy (the above is a stereotype, now it's not like this), but it has leveraged tens of billions of business, which is the recent "top stream" track - short dramas.
Double 11 bets on skits
A new way to play content marketing
To what extent is the skit popular, it is probably enough to make the film industry that is experiencing a cold winter jealous to the point of spontaneous combustion. Since November 6, Chinese**, Tianwei Video, Tangde Film and Television and other short drama concept stocks have soared for three consecutive trading days. According to the estimation of the League of Nations, within the ByteDance system alone, the scale of short dramas can reach 22 billion, while the box office of movies in Chinese mainland this year is less than 50 billion yuan.
The secondary market is excited, the platform is excited, and the brand side is also excited. This year's Double 11, people from all walks of life have bet on short dramas.
In terms of platform,**Join hands with the originator of domestic online dramas "Mao Liar" team to launch "Surprise Story", using items as clues to tell all kinds of brain-opening stories, in**and Tmall app**, morketing just wants to say after watching it, this is much better than some water-injected TV dramas, the rhythm is tense, the brain is open, and there is humanistic care.
In addition to the platform's self-made short dramas, many of them have implanted their own advertisements into the short dramas, and Taote and Kuaishou have cooperated to implant the gameplay of "search to win free orders" into 10 Kuaishou Xingmang short dramas. Jingdong also customized an exclusive side and live broadcast in this year's hit short drama "Donglan Snow", because of the sweet interaction between the male and female protagonists, the audience said that it was the first time that they loved to watch advertisements so much.
In terms of brand, Feihe is titled "Ten Thousand Scum: Star Journey", and the heroine "Yilu" herself is the head e-commerce anchor of Kuaishou, innovating the model of "short drama + live broadcast" to attract traffic to each other;Volkswagen Touron V6 invited Wang Yaoqing to shoot the short drama "Unexpected Life", Uncle Wang is not down, and it is very suitable for the brand tonality;Marubeni's sponsorship of the heroine of "Double A Couple is Beautiful and Saa" is directly set as Marubeni's daughter, and the brand appears very reasonably;SPES Shampoo sponsors Heard of Love;Red Elephant Elementary School Frost sponsored the ...... of "Romantic Full Score".
The more representative is Proya, during the Double 11 period, Proya sponsored the short drama "Full-time Househusband Training Plan", which was broadcast on the Douyin platform, with Liu Yun as the heroine, and it was on the Douyin short drama hottest list TOP1 in the first week of its launch, and as of November 7, the total number of feature films has exceeded 2200 million, all 16 episodes have been updated, almost every episode has Proya's brand exposed, and the protagonist is orally broadcast, in the duration of three or four minutes per episode, the soft time can account for more than ten seconds.
The main product of this time, the ruby suit, focuses on anti-wrinkle and firming, which highly coincides with the audience portrait of this short drama, focusing on the age group of 24-40 years old, and the character setting of full-time mothers returning to the workplace focuses on the hot topic of women's independence, and uses the character image to shape the brand image, which is very natural when inserting advertisements and resonates with the audience.
For example, in the fourth episode, when the heroine encountered difficulties in the interview, the female leader encouraged her with a ruby suit, "It can help you be more confident in the workplace, and face prejudice in a better state, whether it's your mother or yourself." When this sentence was spoken, it was not only the heroine who was hit, but also the audience who substituted the heroine, and the woman's sense of self-observation was awakened, and the sense of brand value was established.
With content marketing, Proya has designed a closed-loop link, click on the "full-time househusband training plan" at the bottom of the ** to enter the topic page, the upper end of the home page shows a clear jump path, pull down to enter the official live broadcast room of Proya***, the same product in ** has also been specially marked, and the current sales volume has reached 1.4 million +, far exceeding other product portfolios.
There are many ways to play short drama marketing, and this Double 11 has focused on short dramas both brands and platforms, not only because this track has a lot of hot traffic, but also because there are many benefits that distinguish it from other content marketing.
Why skits make brands too
The short drama marketing method is more like a combination of TV series and short **, and at the same time solves the pain points of both.
Short cycle times are more flexible
Different from the production cycle of TV dramas of several months, practitioners revealed that each director of Kuaishou TOP short drama company is expected to produce 24 films per year, and a short drama with more than 100 episodes only takes 5 days from the start of filming to completion, plus pre-preparation and post-editing, it is only about a month.
According to Morketing, the general brand planning and launch cycle is 3 months, if you want to cooperate with TV dramas, most of them can only be implanted in the form of pure patches or small theater inserts, because the plot implantation needs to be communicated in the early stage of filming, and most of the time is too late, and the risk is very high, who knows if the ratings and reputation of this drama will be upset.
The short drama is different, the traffic on the short **platform** is more controllable, and the short cycle means that it can be followed up quickly, and the brand has the time to discuss the plot implantation with the producer, and even customize a short drama for the event or product, such as the above-mentioned title custom short drama around Double 11. There are also some short dramas that adopt the mode of filming and broadcasting, which makes it more convenient for brands to follow up in a timely manner, and it is also possible to implant content after the appearance of popular models.
Low cost and cost-effective
At present, the hottest director of the most costume short drama Zhizhu (filming "Donglan Snow", "The Eldest Princess", etc.) said in an interview: "I am personally quite optimistic about the commercialization and exploration of short dramas, including now that more and more brands are consulting customized short dramas, because the production cost of a short drama is actually not high for the traditional publicity budget."Party A can spend this money to make a short drama and rely on the content dissemination of the short drama to attract traffic to its own brand. ”
As Zhizhu said, the budget for short drama production is about the same as that of traditional publicity, but in terms of brand promotion effect, short drama is obviously superior. Judging from Kuaishou's data, the daily active users of short dramas will reach 2600 million, the market penetration rate is very high, and the cost of customizing a short drama is only one million, including content placement, hard advertising** and traffic promotion.
Short drama traffic TOP Jiang Seventeen's six works in 2022 are all among the top ten of the annual ** volume of Douyin short dramas, ** The volume is around 1 billion, and her customized short dramas are only 5580,000 episodes, 5 episodes are minor. Jiang Seventeen and Han Shu have continuously customized 5 short dramas, and the ** volume has reached a total of 47300 million, which can be said to be a very cost-effective deal.
Clearer data transformation
Statistics is a kind of data to observe the advertising to reach users, but only these are not enough, the real pain point of the brand is how to understand the conversion effect, how many people are planted because they watched this short drama and complete the purchase behavior, and even more detailed to the purchase data and interest data.
Only by clearly grasping the data of different groups of people can we formulate strategies more effectively, help review and evaluate, and avoid the possibility of data fraud, which is difficult to do in traditional TV drama implant marketing.
High audience acceptance
The above are all about the advantages of short dramas compared with traditional TV dramas, and then let's talk about the advantages of short dramas compared with short ** promotion.
When you want to buy a set of water milk, and you flip through more than a dozen screens and see all the advertisements, you are speechless;When you are funny** to watch, the blogger suddenly released xxx preferential places, you say that it is not fun, and the conversion rate is not good, the main thing is that it also affects the brand image, and sometimes it is really embarrassing to do soft, wide and hard.
No matter how short a short drama is, it is still a drama, there are still three elements of characters, scenes, and plots, and the more scenes there are, the greater the amount of information that can be accommodated, and the more convenient and natural the content implantation will be. Not to mention customized short dramas, everything revolves around the brand, the identity of the protagonist can be the general manager of the brand, the eldest lady and the like, use your own products in the plot, and discuss your own product plan during the meeting, don't be too reasonable.
In terms of occupying the minds of the audience, the main focus of the short drama is a pervasive, multifaceted and reasonable. The audience knows that it is an advertisement, and even the whole drama is an advertisement, but they still can't help but want to watch it, and the oral broadcast, patch, and props ......There is a sense of beauty that information is forced into the mind.
If you put a little more effort into it, it is also very easy to increase the value, just like the "Full-time Househusband Training Plan" mentioned above, the whole drama will deeply bind the brand and "independent women". The heroine gave a gift to her post-00s colleagues who stayed up late and worked overtime, saying that she should not take care of her skin because she was young, so she remembered it fiercely, and also ordered a set of the same anti-aging products for herself.
Short drama marketing breaks the scene restrictions of short content implantation, solves the pain points of long cycle of sponsoring TV dramas, high cost, low penetration, and easy overturning, and naturally becomes a battleground for soldiers.
The world is divided into three parts, and the melee is in full swing
Today's short drama is divided into three parts of the world, and the "Dou Kuai" (Douyin, Kuaishou, ** number) occupies the first-mover advantage, and the audience of the short ** platform seamlessly connects with the fans of the short drama, accounting for half of the country, and has the potential to contain the overall situation;"Youaiteng" (Youku, iQiyi, Tencent) veteran long-term ** platform, see the opportunity, bow down to enter the game, steadily move fast, and have harvested a large amount of traffic in a few days;There are also a number of small programs, which are reckless, specializing in the sinking market, and they have also found a way out, and the benefits are not quite rich.
Although the platforms have their own fixed audience groups, most of the audience is still in the stage of ** short drama Xi cultivation, a large part is passive **, only a few explosive dramas out of the circle will be actively searched, the influence of a single drama is still not comparable to the TV series. Therefore, when the brand sponsors a short drama, the ** platform is also one of the criteria to consider.
Now, the platform side is in full swing and the brand side is waiting for an opportunity, both want to get a piece of the short drama track, and it will take a little time and patience to see what the future trend will be.