No. 1 press: If 2017 is the first year of short video, then 2018 can be called the first year of short video marketing, more and more project parties noticed the short video platform's increasingly surge in the number of active users and the expanding consumer market, and gradually add or increase the marketing and promotion on the short video platform. The concept of short video marketing was born, and the main marketing model of the online platform gradually changed from the original "double micro" to the current "two micro and one shake".
"New content forms, talent excavation, IP incubation ... action frequent short video is to the media industry what impact" mentioned in the article, China's short video user scale has reached 648 million, jittering with 64% of the high user activity, the daily living users of more than 320 million ranked the first short video platform, and jittering users have been developed into an all-age coverage,
These are the first time I've ever seen a video that has been used in the past, and I've never seen a video that has been used in the past.
Media1 worked with MLM to explore how variety shows are promoted on ShakeEnvy, based on the content and number of likes posted by the official account of the seasonal variety show on ShakeEnvy in June.
Three important conclusions can be drawn from the number of likes on ShakeNote in June for the official accounts of seasonal variety programs.
First, music and competition variety arts have obvious advantages. TOP3 "This! This is the second season of Street Dance," "I'm a singer-songwriter," "Peak Night" are this type of program, and this type of program accounted for five seats in the TOP 10. The reason for this is that the overall temperament of this type of program is more in line with the Shake Shack platform, the program name scene competition clip ornamental and freshness point full, especially "this is the street dance season 2", the program is a good idea! The program content itself provides a huge amount of material for the promotion of the program on the Shake Shack platform, whether it is a difficult showmanship performance, or a strong sense of rhythmic dance steps, or the flow of idol star related footage, these are very easy to be praised in the Shake Shack content program have been involved in.
Second, the flow of concentrated head content. "This! is Street Dance Season 2" took the top spot with 17,653,635 likes, with a ten-fold order of magnitude advantage over other variety shows, including the second place, once again demonstrating that there is a strong fit between this type of program and Jieyin, and, at the same time, reflecting the content dissemination characteristics of Jieyin's platform, with the help of machine algorithms and secondary recommendations, the radiation of high-quality headline content is extremely wide. Hippocampus Cloud Big Data mentioned in the "2018 Jitterbug Research Report" that Jitterbug's head video, which accounts for 2.7% of the total, seized more than 80% of the platform's user attention and participation.
Third, the brand appeal of the ace variety N generation is strong.
The third season of "Run for it" and "the third season of the life of the yearning" are among the top five, the brand of the ace variety N generation is more attractive than the content, and their ultra-high national recognition for the program to bring the high attention of the whole network of stations, the program name tag comes with a lot of traffic, basically no platform short board.
And will observe the sinking to the official account of the program released in the specific content, the official account in the jittery voice platform released content is more for the program high-energy clip repackaging or recutting, specially for the jittery voice platform to create the production of the exclusive exclusive content basically did not. This! is Street Dance Season 2" related content in Jitterbug high praise in addition to the program temperament and Jitterbug highly compatible with the official account released by the secondary creation of short videos more in line with the characteristics of Jitterbug short video consumption is also a major reason.
First, from the packaging, the video is basically cut into squares, on the one hand, highlighting the focus of the character, and taking into account the noisy environment of the main scene of short-video consumption of the commute, the video on the upper part of the title in large font, on the other hand, it is also convenient for the user to enter the account to quickly understand the content of the video.
Secondly, the secondary creation of the way in addition to the wonderful clip editing, there are also a lot of thematic mashups. Such as after 70, after 80, after 90, after 00 dancing series, intercepting the program players and captain dancing clip and age group label combination, to create identity, build interactive bridges; and such as "waist king" mixed cut, is the program and waist related difficult action clip for re-editing and soundtrack, catching the jittery platform stunt class performance is easy to get the characteristics of the praise, and strive to achieve the best publicity and promotion effect.
Again, the program highlights excerpts, tends to flow large or attention to the content of the higher, so the number of YiYiChixi related videos is significantly more than others, in addition, the gold song dance, tribute dance steps are also selected more, such as Wu Jianhao interpretation of the "Poker Face" and YiYiChixi tribute to Michael Jackson's "Beat It", have achieved a good amount of interaction. good amount of interaction.
On the contrary, the short video content released by other accounts, the richness of its content and editing and packaging fancy compared with "This! is Street Dance Season 2" compared to a slight gap, some of the only horizontal screen video vertical spliced into three segments, the upper and lower parts of the fuzzy processing, only to retain the middle part, or directly release the upper and lower part of the horizontal screen video with a lot of black edges, this kind of video on the one hand, reduces the video playback area, so that it is difficult to highlight highlight the highlights, on the other hand, the content of the dialog without large subtitles and special effects curtain marking, may be lost in part of the consumer scenarios, such as the commuting On the other hand, the lack of large subtitles and special subtitles in the dialog may have lost some of the consumption scenarios, such as commuting, which is a noisy environment.
Jitterbit is among the most important online marketing platforms, thanks to its outstanding contribution to movie promotion through short-video marketing. Compared to other short video platforms, in addition to currently ranking first in the number of active users, Jitterbit has similar attributes to Weibo, a social platform for stage presentations, which can be seen as an excellent platform for brand promotion.
At present, the promotion of the works of the entertainment industry by Jitterbug mainly covers the movie aspect. In April this year, Jitterbug formally launched the "Vision Plan", which provides diversified services for the film and television industry in the four dimensions of joint content marketing, support for animation IP, cooperation in distribution resources, and all-around music services, and assists in the upgrading of the marketing of high-quality movies. And for the variety program, the Shake Shack platform promotion can also be called the blue ocean, how to seize this piece of blue ocean, in the Shake Shack on the effective variety marketing?
Attacking the head of the content is the first key to the promotion of the Shake Shack platform. The head of the content can only become the platform of the explosion, if you can not attack into the 2.7% of the head of the content, you can only enjoy the Shake sound overall platform 20% of the attention, so the head of the explosion of the creation of the vital.
The creation of the head burst video can be roughly divided into two parts, content and form, content level, on the basis of the existing rich short video content and creativity, from the current jittery platform variety project official account released content, basically from the program's existing material of the secondary creation or selected editing, especially for the jittery platform planning exclusive short video The content is very little.
Because of the strong style characteristics of the Jitterbug short video, you can use the marketing front thinking, the Jitterbug promotion short video content planning deployed in the overall variety project content planning, such as in the program recording site, reserved for filming the scene of the submerged video, or vertical screen recording of the guests intuitive dialog clips, or into the user is easier to imitate the gestures, movements, sentences, etc., this kind of unique and exclusive material can be This kind of unique and exclusive material can further enrich the existing content and broaden the user base while deepening the brand image.
At the form level, first of all, from the packaging, try to conform to the characteristics of short video packaging, using large fonts or special effects fonts to highlight the key points, avoiding too much dialogue. Secondly, from the shooting mode, try to take a vertical screen shooting mode in the creation stage, in order to achieve the best dissemination effect, if you can only take a horizontal screen video capture, should ensure that the video content in the mobile terminal to maximize the presentation, to avoid the three splicing vertical screen to avoid the impact of the content conveyed.
In summary, Jitterbit short video promotion needs to be committed to creating explosive content, scrambling for the less than 3% of the head of the resources, to get the maximum range of communication radiation, can be among the ranks of the 3% of the content, the need to implant the concept of Jitterbit short video from the content and form, the short video marketing predecessor, buried in the creation of the program.
Variety program as one of the important products in the entertainment industry, the current promotion of the main position is still in the "two micro", for the time being, has not yet fully shifted to the "two micro and one shake". Initially, Jitterbug gained exposure by sponsoring variety shows, and then grew into the number one short video platform, taking on marketing duties and helping movies like "Ex 3: Goodbye Ex", "The Last Night on Earth", and "Sadder Than Sorrow" to kill their way out of the box office, and later on, with the expansion of its marketing coverage, it will account for more and more in the variety show promotional positions.