WeChat*** Yiyu Observation (ID: yiyuguancha), text Wang Xinyi.
The ROI on the investment side is still the life and death line that determines the fate of variety shows.
On the one hand, the N generation of variety shows is still the trump card of investment promotion, and they are the only ones who can create nearly 10 brands to watch in a row, on the other hand, many innovative variety shows have also exerted their ability to attract money with their strong star resources, and naked broadcasting will no longer happen to them in the end.
Looking back on the whole of 2023, behind the fierce competition for sponsors in the entire variety show market, there are still some changes worth playing.
After the commercialization of dramas became the favorite of the three Youaiteng, the title of the drama series, the CP list of the drama series and other forms have landed, and the "old friends" represented by Mengniu have entered a cold period with variety shows, and they are obsessed with the marketing interaction with the series; At the same time, variety shows have also successfully dated a number of "new loves", and new financial fathers such as pharmaceutical companies, wine companies, health care products, and international brands have begun to brush their faces in various variety shows; In addition, in addition to the code cast, the Nth generation of variety shows and innovative variety shows have found other ways to survive, whether it is the length of the feature film period, more and more derivative content, or to open up the long and short collaborative path, or to customize the content of factory exploration, and cooperate with the e-commerce promotion of various flower activities, these experiments have provided new ideas and ...... for serving variety show customers
The feature film of "Housework Honor Student" has 20 episodes.
Regarding the interpretation of variety show sponsorship, the market can still see that keywords such as IP binding, star traffic, scenario-based marketing, emotional resonance, and grabbing the attention of young audiences are constantly output, and when all brands continue to emphasize the integration of quality and efficiency, and the platform side begins to continue to show up in the head dramas with a larger traffic base, what kind of stories should be used in the future variety show marketing to impress the "gold owner", and how to continue to create influence and constantly summon new "gold owners" to transfuse?
Standing at the beginning of 2024, let's try to find some answers to solve the problem from some changes in the variety show sponsorship market in 2023.
Although there is not much difference in the brand industry that often appears in variety shows every year, subtle changes still exist.
According to Yien data, the top five brands in the H1 variety show sponsorship industry in 2023 are beverages, Internet, food, health care and transportation, among which the number of beverages and health care shows an increasing trend compared with H1 in 2022, and alcohol, which ranks sixth, also shows a growth trend.
Such stability and "love" will continue throughout 2023.
In a more detailed way, Yili is still the big sponsor of variety shows, and this "savior" has appeared in various variety shows with its various product lines, fresh milk, milk powder, yogurt, ice cream, etc.
According to incomplete statistics from Yiyu Observation (ID: yiyuguancha), Yili has sponsored a total of 23 long-term ** variety shows, which are basically exclusive title positions, "Riding the Wind 2023", "Overcoming Thorns 3", "Fifty Kilometers Taohuawu 3", "Big Detective 8", "Cute Detective Detective 3" and other long-term variety N generation kings in the market are still Yili's "things in the bag", and "Summer of the Band 3" and "Hello, Saturday" and other similar head variety shows, did not win the exclusive title of Yili, It is still reflected as a former sponsor.
Mengniu, who has been fighting with Yili and was the first to receive dividends in variety show sponsorship, finally appeared in the tired period of variety shows this year, won 5 variety show sponsorship places, and even lost to Junlebao, which has sprung up. Junlebao continues to increase the proportion of variety show sponsorship, and the type of choice is more inclined to synchronize variety shows on the Taiwan network, which is also inseparable from its pace strategy of seeking a breakthrough in the whole people and rushing for IPO.
Although the obsession of other dairy players with variety show sponsorship has long been unable to form a magnitude comparison with Yili, there are also some brands that sponsor more than 10 programs that have become peers with Yili and trust the variety show traffic.
Xilinmen mattress has become the No. 1 seed player of the bold faction, with 14 variety show sponsorships, the brand value positioning of "deep and good sleep" has resounded in various variety shows, and even competition programs such as "Riding the Wind 2023" have also appeared on the mattress stage of "Take Me to Nightlife" to call for the Xilinmen brand.
Even without the "South China Dual Machine" OPPO and vivo, the mobile phone represents that Samsung is still strong in the devouring of variety show traffic, and about 13 variety shows have appeared in it.
Samsung's most intuitive demand for variety shows** is to cooperate with the release of new products. Samsung's mobile phones and electronic products have been advertised in a timely manner in the programs launched on different schedules. For example, on February 2, 2023, Samsung released the Galaxy S23, and this series of mobile phones exclusively named "Star Chaser 3", which was launched on March 11; On August 3, Samsung Electronics held a new Galaxy product China launch conference, officially launched a new generation of folding screen smartphones Samsung Galaxy Z Fold5 and Galaxy Z Flip5 in China, and in the "Flowers and Boys 5" launched on October 15, the guests used this series of mobile phones. The importance of time node for brand placement is self-evident.
There is also an upstart that has to be mentioned, it is the 999 product series, the relevant statistics have reached 12 sponsorships, and the vast majority of them are not exclusive titles, but designated sponsorships, or customized identities such as "Hydra Acceleration Officer", "Warm Heart Guardian Officer" and "* Health Guardian Officer".
999 Cold Spirit sponsored "Treasure Island Season" with the "Warm Heart Guardian".
Driven by 999, more pharmaceutical companies and even health care product brands have joined the test of variety show sponsorship, for example, Swishy began to appear in the list of variety show sponsorship partners a few years ago, and in 2023, it will directly win the exclusive title of platform S+ projects such as "The Sound of Life: Treasure Island Season", and then, Tomson Beijian, who rarely appears in the variety show market, followed up to win the exclusive title of "The Sound of Life: Family Years". Wine companies have also become the sweets for variety shows to attract investment in 2023, and "wine" has appeared in about 26 variety shows.
In addition to some food programs that fit the brand, the choices of wine companies are roughly divided into two types, one is the content that is younger and even easier to reach Generation Z, and the other is the content that is more historically and culturally colorful, and the overall content is more heavy. For example, Tsingtao Beer and Qingdao Chunsheng sponsored four variety shows, including "Youth Project" and "Stage 2023", while Shanghai Guijiu's light luxury and low-alcohol liquor brand Seventeen Light Years first sponsored "Riding the Wind 2023" as a partner, and then named "Our Beautiful Life", and another new liquor brand of Chao Life, Zhijiu, successively sponsored "Overcoming Thorns 3" and "Flowers and Teenagers 5". Brands such as Moutai and Qinghualang have focused their sponsorship on cultural variety shows such as "Exploring China in a Simplified Manner" and "The Legend of the Grandmaster: The Eight Masters of the Tang and Song Dynasties"; In addition, Wuliangye will also join the battle in 2023, and "Who Comes" and "Chinese Restaurant 7" have become the ...... of Wuliangye's tentative choice to enter the variety show market
Wuliangye sponsored "Chinese Restaurant 7".
Some people left the game, some people entered, some people increased their chips, and some people began to ...... with a playful mentalityOverall, the investment promotion of the variety show market in 2023 has achieved a good trend of allowing a large number of new players to enter the game, and it depends on whether they will leave the show in the end, or the speed of their departure, in addition to the data and traffic of the variety show itself, it also depends on what kind of "new services" this variety show market has developed for them.
Sponsorship is one of the indicators reflected by the variety show market, and it is one of the reactions of advertisers to variety shows. But for advertisers, how variety show marketing can be more effective and can directly affect the product itself is of great importance in the current market changes. Routine operations such as exclusive naming, product placement, customized insertion, and fancy oral broadcasting have long been unable to meet the ROI needs of sponsors.
In 2023, variety show marketing is trying to find more effective ways, and these will continue to adapt to the current 2024.
First, under the acceleration of the long and short collaboration, the short ** has become the strongest auxiliary for the long** variety show to complete the ROI on the investment side.
Let's Farm the Land" stills.
The variety show content tries to move towards the form of "long and short straight", so that the explosive content can be fermented on multiple platforms, and at the same time, it also directly uses the short ** live broadcast to bring goods, providing more possibilities for the commercialization of variety shows.
The most representative variety show is "Let's Farm the Land". This variety show, which originally paid little attention before it was launched, finally realized the accumulation of traffic potential energy to explode with the operation of a number of content matrix of "feature film + live broadcast + short ** + vlog", and the sponsors also went from the beginning of the Yuanqi Forest solo show to the later 10 brands came one after another, becoming the biggest dark horse in 2023.
In addition to the regular operations such as slow life live broadcast, the live broadcast was successfully written by the variety show, and the setting of the 518 shopping festival of "Let's Farm the Land" allowed the variety show to directly complete the commitment to the integration of brand quality and efficiency, and some of its products on the shelves were sold out in 1 second, and a single live broadcast room also successfully broke into the TOP30 of the Douyin goods list on the same day.
518 Shopping Festival.
And when iQiyi and Tencent** open the copyright of Douyin's second creation, for the brand, sponsoring a variety show, how to retain variety show fans as their own brand fans, the most intuitive assessment standard also appears - the official account set by the brand's own Douyin has increased fans, after all, the brand has more Douyin fans, and the traffic pool of its live broadcast e-commerce is more sufficient.
Second, the cooperation of node marketing is getting closer and closer, especially in each Internet promotion cycle.
In the past, node marketing was more suitable for the market launch planning of seasonal products such as summer ice cream before and after the launch, but now it is still not absent, Yili Qiaolezi "Cute Detective Detective 3", Mengniu Suibian "China Rap Peak Showdown 2023" and other supporting facilities will be broadcast in May, and they will be shouting all summer.
Yili Qiaolez titled "Cute Detective Detective 3".
And now another change is that with the e-commerce business of various major manufacturers becoming more and more hot, the long-term content of variety shows, which is more timely and more cooperative, has become an important marketing layout for e-commerce companies in each big promotion node.
*Tmall and China Duty Free Day respectively have more than 3 programs in the first half of the year, of which**Tmall is directly named "Hello, Saturday", a popular program with high traffic, every 618 and Double 11, He Jiong will bring traffic Xiaosheng Xiaohua to shout for its big promotion in different forms, and at the same time, during the Double 11 in 2023, he will jointly launch the Double 11 warm-up variety show "Surprise Knocks on the Door" with Mango TV and Hunan Satellite TV.
In addition, although JD.com wants to reduce the past in variety show sponsorship, its variety show with big promotion layout will be in full swing on Double 11 in 2023, with exclusive titles, "Summer of the Band 3" and "Housework Honor Student" launched in August, the former ushered in the finals in the Double 11 cycle and became the best shouter of JD during the Double 11 period, and the program cycle coincided with the start of Double 11; The exclusive title of "College Students Who Love to Sing, Girls Season" was launched on Double 11 again, which also brought a content channel for drainage.
Jingdong Home Appliances exclusively titled "Summer of the Band 3".
Third, more accurate scene-based marketing increases the proportion of people portrayed in variety shows, and customized visits to brand venues also increase the number of appearances in variety show content.
For example, under the popularity of new energy vehicles, their outdoor scene use is being shown by many variety shows. FAW Audi chose its new tram Q4 e-tron pure electric luxury SUV in the outdoor variety show "Let's Go Now", Shen Teng, Fan Chengcheng and other head artists in driving, charging, outdoor activities and other scenes to introduce the potential energy of the new car, the design of the charging concept in the program, accompanied by the output of "power king" and other stalks, also bluntly shows that FAW Audi compared with other new energy vehicles in the Red Sea, its advantages, but also directly responded to the whole network "tram continuous charging" question.
When it comes to the three stars of "Flower Less 5", it is more inclined to the feeling of "moisturizing things silently". In addition to the common word-of-mouth, patches, etc., the Samsung folding screen mobile phone in "Hua Shao 5" runs through almost the entire trip of the Hua Shaotuan, Di Lieba and Qin Hailu keep taking vlogs with folding mobile phones, plus the group photos and group photos of guests that appear from time to time, and the small form after folding is directly packed into the bag of female stars like jewelry, and even Xin Zhilei has lost her mobile phone several times, etc., which are all Samsung's ubiquitous publicity points in the show. Compared with the direct title, this time the female star used Samsung's mobile phone to make a scene-based fancy work, triggering a large number of voices on social platforms that were planted, sharing the feelings of buying a mobile phone after seeing the show, etc., which also shows the blessing of the show for brands and products.
Flowers and Boys 5" Xin Zhilei uses a Samsung mobile phone.
and directly entering the brand factory or customizing the venue to include the variety show content will also play its skills in the variety show market in 2023.
For example, in the second half of the 25th episode of "Let's Farm the Land", the scene of the show was set to the factory of the title merchant Yuanqi Forest, so that ten diligent days went on a business trip for the first time and went directly to the factory to visit and study for 3 days. Through the perspective of ten diligent days of visit and study, Yuanqi Forest's corporate culture, production process, production scale, brand ability and other contents are intuitively displayed in front of the audience. The barrage floated by, "Win hemp", "I will go to the whole box of high and low", as well as the discussion of various sparkling water in Yuanqi Forest, etc., are all manifestations of the variety show giving the brand an effective **.
Fourth, it is a stronger interaction with celebrities, so that the celebrities who participate in the show can broadcast orally, become brand spokespersons, ambassadors or close friends, and even arrange a small theater for the product, which is not difficult to see the operation.
After celebrities participate in variety shows, they continue to cooperate with brands, and it is often the case that they like to mention spokespersons. For example, Su Jianxin, who participated in "Overcoming Thorns 3", became the hottest friend of the show partner; The employment of the thick rice group of Su Xing, Wang Zhengliang and Land Rover have become the brand happiness ambassadors of Wallace, the exclusive title sponsor of "Happy Friends"; In 2023, Dove, as a partner of "Riding the Wind 2023" and "Overcoming Thorns 3" and the exclusive title sponsor of "Flower Less 5", also announced Ella, Chen Chusheng, and Qin Lan as brand ambassadors during the broadcast ......of the program
Dove brand ambassador.
Fifth, the platform integrates resources to achieve drip irrigation effect for the brand. In this regard, many brands have appeared to be fond of investing in one platform and packaging multiple variety shows, and the platform has also provided a number of brands with a "translation" type of equivalence**, and the linkage of drama variety is also another imagination of the platform to integrate resources.
* Before and after the arrival of the 618 promotion, from April to June, he successively attacked in the mango variety show "Hello, Saturday", "Youth Plan", "All Acceleration 3" and "Escape Room 5", promoting the ** big promotion mentality to continue to reach young people, and at the same time, a number of brands also jointly appeared in several variety shows of "Youth Plan", "All Acceleration 3" and "Escape Room 5". On the other hand, Haoshi Bread directly announced its sponsorship of Mango's three head variety shows "Riding the Wind and Waves 2023", "Longing for Life 7" and "Women's Reasoning Club" at the brand press conference; At the same time, brands such as Yuanqi Forest and Du Xiaoman have also basically given this year's variety show budget to iQiyi's popular variety show ......Drama variety has become an innovative species this year, although variety shows play more roles in service dramas, but in addition to Mengniu Chunzhen's direct title drama "Ning An Like a Dream", the derivative variety show "1 Million Promises" was also won by Mengniu Chunzhen. The drama is linked to the variety, making variety shows another starting point for integrating platform resources.
Chun Zhen exclusively titled "1 Million Promises".
Although on the whole, the volume of the variety show market in 2023 will be covered by the drama market, and in 2024, more investment on the platform side will also focus on the commercialization of dramas, under which, the commercialization of variety shows may face greater challenges.
On the one hand, variety artists need to come up with more "tricks" to continue the life of the N generation of each variety that can last, and on the other hand, the art system must play a stronger role to absorb stronger star effects and traffic blessings for the new IP, so that there is a probability of becoming the next variety N generation.
More importantly, under the intensification of the close collaboration between the long and the short, it is very important for the long to use the short of the closed loop of the complete live broadcast e-commerce to tell the brand the imagination of the integration of quality and efficiency.
Or how to add value to other business breakthroughs on the service platform, such as Xiaomang's e-commerce trend brand Nanbo Wan fashion clothing became the title and sponsorship of the "Detective Academy" series and other variety shows of the academy, and finally helped the cumulative sales of the brand series exceed 2 million and the GMV reached 200 million.
Nam Povan costumes.
At the same time, the direction of variety shows' efforts is not only these, how to link more forms within the platform to form a combination of service brands, and how to link with more dimensions outside the platform, such as cultural tourism and consumption, and even give full play to the advantages of variety shows star-making, so that variety shows can become a "broker" and link to a broader ...... of business channels
These are the reference directions that every variety artist and platform party needs to think about in 2024.
Variety shows need to enter the stage of precise service, and it is no longer just a general indication of how much data and how many performance lists, after all, brands have long recognized what invalid traffic is.
In 2023, the variety show market will get rid of the embarrassing phenomenon of "naked broadcasting to the end", and in 2024, variety shows need to find more marketers based on the combination of content innovation and business scenarios on the basis of 2023, looking forward to the new changes and trends that will come this year.