(Cass data Top 100 list)
An advertising short film can make the audience so moved, even spread spontaneously, and detonate the video playback volume, basically because of "hot spots." The five reversal stories in the short film poke people's hearts and bring full hope. The cold winter brings warmth to the audience, but it also deepens the "healing" function of the brand (a cold medicine).
Rubbing hot spots, or using marketing, is one of the necessary skills for content workers. Most programs will rub hot spots in order to increase exposure, but few programs taste the sweetness, and even improper handling will lead to negative emotions of the audience. For example, in view of the recent child safety problems, most programs have introduced "sex education" content, but only a few programs have spread well and most programs have a mediocre response.
It is also a hot spot, but the communication effect is different. It is the key to make clear what valuable information the program can bring and find the connection between hot spots and brands/products.
What is the principle of using marketing?
Marketing has two main purposes: strengthening brand image and transformation. Combining hot events with brand characteristics can enhance brand awareness and reputation. For example, the human laboratory mentioned just now has won positive feedback for a brand.
("human laboratory" keyword distribution map by. Cass data)
The other is to promote transformation, such as double 1 1 e-commerce diversion. At present, the marketing in the field of short video is mainly to strengthen the brand image, that is, to deepen the brand concept of the program and the rich.
At present, most programs can't reach the state of deep combination of programs and hotspots, and most of them just take hotspots as an introduction, with low content relevance. This practice can only add momentum to the hot spots to a great extent, which is of little significance to the program. After all, the production cycle of short videos is not short, and the cost of chasing hot spots is not low.
So what kind of hot spots are worth chasing? If your program can provide exclusive information, solutions, sharp comments and relieve emotions, then I suggest you make the best use of hot events.
Exclusive information 1
If information programs can report events in the first time, then the traffic is very guaranteed. If the timeliness is slightly weak, the reporting angle can be adjusted according to the advantages of the program. 165438+1The "Trump Asia Tour" incident in early October made the traffic of military information programs extremely good, which led to a 49% increase in the total broadcast volume that week.
In addition, other programs can use resources to provide unique information. For example, "Kuteng" interviewed the grandfather who often danced in the square dance on the incident of "the square dance aunt playing basketball teenager" and talked about his views on this matter. At present, the spread effect of video is good. In hot events, providing exclusive information for a relatively small point can gain the attention of the audience.
("Cool Teng" popular video by. Kasi data)
Solution 2
When negative events occur, the audience has a great demand for solutions, giving priority to providing help in objective facts. If it is an event dominated by emotional subjective factors, it needs unique ideas to deal with it flexibly.
Recently, on the issue of children's safety, several good videos spread in this regard came from an article, understanding mothers and their ways. The videos released in last Wednesday's program were all about "sex education", and the first two files provided a more comprehensive solution from the perspective of adults.
("Mom's Way" broadcast volume trend chart by. Kasi data)
The third program, from the child's point of view (animation), expounds the experience and treatment of being molested and warns children of some knowledge to remember. This video is aimed at children, telling children and parents in a relaxed way that if misfortune happens, the injury can be controlled and cured as long as it is handled properly.
The data of these three programs have been significantly improved, especially the comments/barrage and favorable comments, indicating that the audience is more recognized.
("I know mom" interactive trend chart by. Kasi data)
Sharp comment 3
At present, most content creators choose this direction as the starting point. Faced with hot events, especially controversial events, many viewers need to find resonance and emotional catharsis. A speech directed at people's hearts can not only get an explosion of traffic, but more importantly, it can show the attitude of the program/people.
In the personalized operation scheme mentioned above, it is very important to establish a three-dimensional person with three views and attitudes. This is a more important opportunity. Recently, the film "A Little Play on a Big Movie" interprets the film "The Melting Pot" that changed the "Sexual Violence Act" in South Korea, pointing out that "the three colors add up to black", which aroused public concern and benign interaction.
(The trend chart of "Small Things Say Big Things" is by. Cass data)
1 1 At the beginning of October, the runaway cartoon satirized the alternative education mode of an academy, and also explained the overkill film clockwork orange in the runaway movie, thus expressing his recognized educational concept, which was affirmed by the audience and strengthened the emotional connection with fans. "No regrets in this life" became a runaway cartoon.
Of course, after some content creators have tasted the sweetness of spicy comments, in order to reverse the effect, they will forcibly find negative opinions, and sometimes even deliberately sing the opposite, in order to gain attention. This kind of indignation is obviously putting the cart before the horse. Comments that guide the audience to clap their hands and applaud are the profundity of evaluation, not the difference of attitude. Inconsistent with the facts and logically contradictory practices will undoubtedly bring negative effects, and it will lose its reputation for the sake of popularity.
In addition, in the face of controversial events, it is recommended to be cautious. I believe that after the Joker Xue complex incident in September, all content creators have a deep understanding of this. When most of the information of the matter is still covered up, and only the two sides hold their own words, it is suggested that the content creator should reason based on incomplete information, and wait and see conservatively instead of being impatient.
Dong Xinyao's spoof once caused large-scale negative comments because he sided with Joker Xue. Although he made a statement afterwards that he had not seen the latest evidence and deleted the video, angry viewers left their negative comments at the bottom of other videos. Some KOL's "Counting Dong Xinyao's Crimes" also appeared on the Weibo platform. In addition, the audience thinks that the performance traces in the previous video are obvious and have accumulated some dissatisfaction. Their negative emotions broke out that week and the reputation of the program was seriously damaged.
Soothe emotions 4
Relieving emotions is actually a kind of resonance, but it is different from the emotional stimulation mentioned above. Soothing belongs to soothing and soothing emotions. If the incident continues to be at a disadvantage and cannot be improved, in fact, appeasement is a more humane way to communicate with the audience.
If this aspect is handled properly, its positive impact is also very considerable. The explosive video of "Human Lab" also shows the brand value of the gold owner and the planning ability of original advertisements, and the effect is excellent.
(Explosive video "Someone has a crush on you")
Nowadays, in this era when everyone is from the media, everyone's right to know and speak has been magnified. KOL is also required to assume more social responsibilities because he enjoys a better right to speak than ordinary people.
In the face of hot events, it may be a bit harsh to ask content creators with the quality of professional media, but only by making efforts to verify and deeply speculate before making a sound can we spread truly valuable content and gain the respect and heartfelt recognition of the audience.