Network variety shows that can be sponsored by one billion advertisements are rare. In the first half of this year, several self-made variety shows, such as Let My North Nose Go 2, Please Refrigerator 3, About a Big Star 2, Sexy Man with Brain, and Son of Tomorrow, which have been broadcast or planned by Tencent Video, have all entered the "100 million" variety club sponsored by advertisements.

The audience affirmed that users of "gold products" voted with "eyes"

Closely meet the audience's demands, create differentiated high-quality content, control and guide the audience with data analysis, continuously promote the hot discussion of social media through strong interaction, and enhance the long tail effect of its dramas. Under the guidance of Tencent's video variety strategy, variety shows with super volume are constantly produced.

As the opening of 20 17, the broadcast volume of Tencent's self-made video variety "Tucao Conference" broke 200 million in 7 days, 620 million in 5 issues, and reached 15 10. In the second season, the warm and lovely variety show "Let Go of My North Nose" exceeded 50 million in the first two hours, and the popularity of the second program continued unabated, creating a variety miracle with a barrage of over one million. The total broadcast volume of the first two periods exceeded 200 million. These data all indicate the user's recognition of the quality of Tencent's self-made variety shows.

Only by polishing the content with your heart and heart can you impress users.

Relying on the advantages of Tencent's big platform, Tencent's self-made video variety shows maximize the value of stars through its unique social data analysis system and structured data, and realize the maximum power activation of the fan economy.

For example, in the first season of About Big Stars, stars such as Ehan Juan, LULU, Johnny and Vision Wei are permanent guests; In the second season, Jerry Lee, Lu Han, Cherrie Ying, Bridget, Yang Tingdong and other first-line stars were invited to form Everything Gang to help fans realize their wishes and solve all kinds of troubles in daily life.

It is particularly worth mentioning that "About a Big Star" has no script, no director and no host. It only uses the immediacy of the Internet to interact with netizens, and makes statistics on the troubles that ordinary netizens want stars to solve for themselves, creating a zero-distance communication mode for star netizens, just to the appetite of the younger generation of mainstream netizens.

Everything helps the plan to help amateurs realize their wishes.

The activation of star value and the continuous innovation of mode make "sincerity" the label of Tencent's video homemade variety show. Under the guidance of the Golden Product Strategy, Tencent's self-made video variety shows have made great efforts in the fields of food, reality shows, parents and children. The internal model R&D team, program team and visual management team are combined with well-known external production teams. With the efficient cooperation of marketing, operation and business teams, "Tencent Video Self-made Variety Show" has been recognized by more and more people in the industry as the representative of "Boutique Variety Show".

Make marketing more "moist"

Users should also "contribute"

"Wet marketing" is a very popular internet marketing theory in recent years, and its core is "marketing returns to the sincere concern of human nature and stimulates users to transform and actively share their emotions". In the self-made variety marketing of Tencent video, users are not only defined as recipients, but also as "interactive people who need to contribute their own barrage and resources".

For example, "Let me Go to the North Nose 2", which is being broadcasted recently, has gained a high amount of discussion before the program officially started. # Let me go to the North Nose # # Let me go to the North Nose, Jackson Yee # # North Nose Recording Happy Camp # and other topics frequently boarded Weibo Hot Search, especially the main topic of Weibo # Let me go to the North Nose #. The reading volume exceeded 3.8 billion, which triggered more than 65.438+million discussions, and the topic of Weibo continued to occupy the list. As soon as each program goes online, Baidu search index reaches its peak. This warm activation of the social environment also makes the advertiser's right to speak expand to the N power with the help of users.

Integrate advertising into ecology

Advertisers, users and platforms form an "iron triangle"

Different from the simple patch advertisement and brand exposure in the past, Tencent's self-made video variety broke through the traditional single hard imprisonment, dragged advertisers into the program and participated in the whole process, creating the most harmonious marketing pattern among advertisers, users and platforms without any sense of disobedience.

In the world of Tencent video homemade variety shows:

The temperament of the program matches the brand image.

The brand slogan of Wyeth S-26, the brand owner of "Man with Sexy Brain", is "Cleverness is the new gender"; Royal Meisujiaer, the brand owner of "Let me go to North Nose", firmly believes that "experience is the best teacher" and "Let me go to North Nose" also expects parents to let their children "grow naturally". The temperament and brand image of the program have reached a deep fit, and there is no sense of disobedience.

Help advertisers enter users

"The Son of Tomorrow" is accurately positioned after 95 and 00, and they are the main consumers in the future. Brand owner Wang Laoji named "the son of tomorrow", which is a further change to attract new consumer groups and realize precision marketing under the trend of "brand rejuvenation" in the whole industry.

Ipoh, the brand of "About Big Star 2", approached the young people through the 100 university resources integrated by Tencent Video and the super appeal of the program itself. With the help of the element of "PK Running in Colleges and Universities", Ipoh's concept of "youth" was successfully presented to young people, which enhanced the younger generation's goodwill and awareness of the brand.

Advertising is also a procedure.

In the design of "Please Refrigerator 2", Jackson Wang-style oral broadcast and Amway, who was caught off guard in the program, were taken as important links in the interaction with the guests. Advertising becomes a part of the program content to win the attention of users, let the audience put down their guard against the past hard advertising, and achieve the purpose of brand communication.

Advertisers and users are in a straight line.

Before the third season of "Please Refrigerator" started, the program team also cooperated with the rich man to take backstage photos of Jackson Wang practicing Mandarin, and staged an interactive drama in which you sent Weibo and I grabbed the sofa. Taking Weibo as the main virus transmission platform, it has completed the online communication and interaction among stars, advertisers and fans, which has become the biggest hot responsibility of refrigerator official Weibo recently.

Pay attention to the high matching between program tonality and brand appeal, and actively cater to user interests. Tencent video homemade variety shows turned advertisements into IP.

In recent years, with the increasing investment of major video websites in homemade variety shows, homemade variety shows have begun to take shape. However, how to bring forth the old and bring forth the new, and how to cater to the changing tastes of online students, will be a major proposition for self-made variety shows. I believe that with the craftsman's heart of Tencent Video, we can see more and better online comprehensive programs in the future.