How to create a popular online comprehensive? Customized advertising and intensive content are indispensable

Looking at the multi-channel online syndicates with good ratings in 2016, they are basically reality shows and talk shows. Although online syndicates for other content such as food, fashion, shopping, and fitness are weaker than the former in terms of the number of hits, they are of great significance in terms of rich content.

entered the audience's attention from the 2010 Internet Variety (hereinafter referred to as "NetComprehensive"). By the end of 2013, NetComprehensive had only 700 million views, and by the end of 2014, the number of views reached 2 billion times., also known as the first year of the explosion of NetComprehensive. By the end of 2015, the total number of views on Netscape had exceeded 6 billion times, of which video websites had invested about 2 billion yuan in homemade content. It can be said that 2015 was also a popular trend for the explosion of homemade variety shows. As of December 23, 2016, the total number of comprehensive broadcasts on the top 20 websites on the entire network has exceeded 8.9 billion times. Looking at the multi-channel online syndicates with good ratings in 2016, they are basically reality shows and talk shows. Although online syndicates for other content such as food, fashion, shopping, and fitness are weaker than the former in terms of the number of hits, they are of great significance in terms of rich content.

The rapid development of Netcom has also caused more investors, researchers and industry insiders to turn their attention to this field. Summarizing the top several online combs currently on the Internet, I believe that the following four points are their common characteristics.

Internet Generation Gene

"Internet Generation", as the name suggests, is the generation that survives the Internet. It usually refers to the young generation born in the 1990s and 2000s who grew up after the popularization of the Internet. Their study, work, leisure, entertainment, and social communication are all online, and the Internet has become an important way of life for them. Therefore, the mainstream audience of Netcomprehensive is also a younger generation, which determines that Netcomprehensive's operating team and creative team should be composed of younger groups, because only they themselves understand the needs and tastes of this group best. For example, the "Roast Conference" program captures the new form of online social networking represented by "spitting culture", provides young people with greater discourse space and freedom, and satisfies their habit of watching the program while enjoying likes, comments, group discussions, posting to friends circles, bullet screens, instant consumption and other needs.

Different from traditional variety shows, which often need to take into account all viewing groups during the production process, thus reducing the personality of the program itself. Netcomprehensive is a variety show manufactured based on the Internet ecosystem and targeted at young Internet users. Its Internet genes are very significant. It subverts the production, creativity, marketing, distribution, derivatives and service chain operation models of traditional variety shows, but emphasizes open cooperation and platform creation, and reconstructs variety show generation models in value chain links such as creative extension and multi-channel monetization. mechanism.

In addition, editing techniques are also more Internet-oriented. In order to adapt to the fragmented characteristics of Internet content consumption, Netcomprehensive attempts to capture the audience in a very short period of time by shortening the duration, fast-paced shot switching and rich pictures, such as "Please Please" Each episode of The Refrigerator "is about 35 minutes long, and each episode of" Falling in Love with a Supermodel "has nearly 6000 shots, which is unimaginable in traditional variety shows.

Big data supports

user traffic and is the source of the development of Internet platforms, and the large number of user logs generated every day are also important data support for decision-making reference. At present, several major domestic video websites such as Tencent Video, iQiyi, Youku Tudou, Sohu Video, LeTV, Mango TV, etc. have almost finished dividing the big cake of online video. Large platforms have a natural user base and growth rate, and are also the main output channel of Netcom.

For content production, maintaining a stable strategic cooperation relationship with the platform database can help them launch homemade programs that meet the preferences of netizens, find promotion methods that target audiences like, and realize the full process of big data from project establishment, production, promotion to broadcast. Boosting model to adjust strategies at any time based on feedback from big data. For example, the topics discussed and reviewed in the "Mars Intelligence Agency" program all come from Youku Tudou big data; most of the debates in the "Qi Qi Shuo" program come from the most popular and controversial topics among netizens on social media such as Zhihu, Sina Weibo, and Baidu Tieba. Discussion on topics also means that the content in the program can easily resonate with netizens.

After

experiencing disorderly and chaotic "barbaric growth", the "enclosure movement" of copyright competition, and the "giant shareholding" of capital integration, Netcomprehensive began to embark on a development path that attaches importance to content quality, and gradually moved towards standardization and scale. Develop on a virtuous track. In recent years, the production level of Netcomprehensive has become more and more sophisticated, and it is gradually getting rid of the label of "rough and shoddy" and entering an era of high-quality transformation and upgrading.

This is not only reflected in the investment in the production of the program, but some production costs have entered the level of tens of millions or even hundreds of millions. For example,"Where Are We Going, Dad 4" and "The Wonderful Boy 4" are both large investments.

At the same time, the employee level of core team members has also improved significantly, and more and more outstanding production teams, well-known program hosts and big guests have entered the field of online integration. For example, Hunan Satellite TV host He Jiong and Tencent Video jointly collaborated on the online comprehensive "Please Please Refrigerator"; Tencent, South Korea's YG Entertainment and SBS TV jointly created Asia's first popular Chinese and Korean idol song show "Battle Bar Idol"; Spring Festival Gala director Ha Wen and former deputy director of Hunan Radio and Television Wang Ping will also join Youku.

Customized advertising

At present, the main profit point of Netcom is still advertising revenue, especially the Overscreen Netcom, which creates more considerable advertising value. Take the program "Strange Talks" as an example. The advertising revenue in the first season was 50 million yuan. As the popularity of the program heats up, its advertising naming fees are also rising rapidly. In the second season, it exceeded 100 million yuan, and in the third season, it directly exceeded 300 million yuan.

Summarizing the more popular online comprehensive advertising marketing methods on the market, we can find that traditional patches and hard wide implants are automatically blocked and rejected when viewers watch, so the brand marketing effect is poor; As for customized advertisements, which focus on creative soft and wide implantation and brand naming, when recording the program, the program writers cleverly integrate the brand and the content script, and through various flexible display methods with open brains, the advertisement becomes an integral part of the program content, naturally conveys the brand value to the audience, bringing a more substantial commercial conversion rate, so it is favored by advertisers and develops rapidly.

Editor: Nancy