Entertainment Internet Marketing Insider Reveals Gossip and Gossip All by Yourself

Recently, many viewers have discovered a strange phenomenon: before some movies and TV series were officially screened, many people in major online forums and post bars praised these works; these comments made viewers unable to help but want to take a look, but after reading them, they found that the works were not as good as online reviews. Why can some netizens take a sneak peek first? Why do they praise bad works? With the recent unveiling of some commercial companies 'online public relations scandals, vicious online marketing in the entertainment industry has also attracted the attention of audiences. This week, the reporter visited many entertainment online marketing participants to reveal the inside story of vicious online marketing in the entertainment industry for readers.

Means to reveal virus publicity

When we do online marketing, we make up most of the promotional points ourselves.& mdash; Mr. A, who runs an entertainment company

Mr. A, who runs an entertainment company, has been responsible for entertainment marketing for film and television works many times. Nowadays, more and more customers are asking him to conduct online marketing for his works. The business he takes over is mainly TV dramas. Compared with rich film companies, the marketing expenses paid by TV drama companies are not much.

Sometimes the online marketing fee for a project is only 10,000 to 20,000 yuan, but the required amount of press releases is very large. During the two-month promotion period, the online promotion volume will be at least one or even two press releases a day. This massive amount of online marketing model makes us feel a little powerless. It is called viral marketing by people in the entertainment industry. For the sake of making a living, we have to agree to customers 'requirements. rdquo; Mr. A told reporters that in order to complete these online marketing tasks, he and his employees have to find publicity points every day.

The“ viral mass and high-speed communication model makes online marketing very difficult, because apart from the director, actor, and plot introduction, a TV series will not form too big topics before being broadcast, and the audience's reaction will not be able to write down. Therefore, when we do online marketing, we make up most of the publicity points ourselves. If we can no longer find publicity points in the plot or cast, we will dig into the actor's private lives, such as an actor's lawsuit, emotional scandal, and family conflicts. Sometimes the actor's life is peaceful, and we will try every means to create some entertainment for him. For many innocuous scandals and disputes, most actors turn a blind eye because they want to cooperate with the crew's promotion. However, in more cases, we don't seek the opinions of the actors, but directly find something to hype. Otherwise, if the actors object to the promotion plan, we will not be able to complete the task of online marketing at all. rdquo;

Self-generated scandal

We will provide the paparazzi with the details of the celebrities 'itineraries and let them follow them.& mdash; Ms. B, who works for a film and television production organization

Ms. B, who works for a well-known film and television production organization, has many years of experience in artist management. She has led many popular film and television stars.

Internet marketing is our main means of promoting artists.& rdquo; She said, but generally speaking, we will do publicity related to actors 'works on TV stations and paper washi media. Our online marketing of artists is mainly so-called tidbit news. For example, some paparazzi photos of celebrities 'private lives, dating strange men, or shopping were published on entertainment websites. We asked paparazzi to follow and shoot them. We would provide the paparazzi with the details of the celebrities' itineraries and ask them to follow suit. For another example, we will send the latest styling photos of celebrities to entertainment websites and let them expose them on the celebrity channel or fashion channel; at the same time, we will also ask our employees to post these tidbits under their screen names on post bars and forums to improve the fashion and exposure of celebrities. We will also organize special personnel to go to post bars and forums to comment on the gossip news of stars, including praise and criticism, making it difficult to distinguish between true and false. If these tidbits can form a sharp topic in Tieba and forums, causing fierce debate among netizens, then the purpose of our online marketing will be achieved, because when a star does not have a strong work, we need to use the Internet to hype them into topics. rdquo;

The reporter learned that some stars who have signed contracts with large film and television organizations are well aware of these publicity methods, but as long as paparazzi follow and gossip news do not expose their true privacy, they do not care and will cooperate with the company's online marketing.

left and right fighting

We will also organize personnel and divide them into two groups, one group will praise vigorously and the other group will criticize." mdash; brokerage company employee C Jun

If we want a film and television drama to become popular now, we must use the Internet. Because traditional TV stations washi media reports are consistent. We can't control these traditional media, but the Internet gives us a lot of free space. Forums and post bars are our main bases for hype. rdquo; Mr. C is an employee working in a brokerage company, but since his career in enterprise promotion, he has been quietly running an online marketing company, and his annual income is high. The film and television crew also want to promote online, but they often do not have so many people to do this. The advantage of our online marketing company is that we have many people. We can hire many young people at low wages who cannot find jobs, let them be responsible for online posting and following posts full-time, and hype a work with average response into the focus of public opinion. Sometimes traditional media will go astray and mistake our online hype for netizens' opinions." rdquo; He told reporters that the basic method of online marketing is to organize a large number of people and register a large number of vests before and after the broadcast of the work to praise how beautiful a work is.

But when there is really nothing to boast about, we will also organize people and divide them into two groups, one group will praise vigorously and the other group will criticize, making a work seem like it has caused huge controversy among the audience. Doing so will make many netizens curious about the work, thereby increasing the ratings or box office of the film and television works. Sometimes, we even pay some well-known commentators to write articles to keep up appearances. rdquo; For example, Mr. C said that not long ago, they promoted a certain TV series. At first, the ratings of the work were very bleak. However, since we raised controversy about the work in Tieba, the ratings have begun to rise, and many traditional media that do not know the truth have also begun to report. rdquo;

Regarding the fact that some netizens wrote praise posts before the broadcast of some works, Jun C said: We cannot rule out that some viewers watched pirated dramas in advance, but if this is online marketing, it can only show that this kind of marketing is too fake and makes people suspect it is hype at a glance. Really smart online marketing requires both praise and criticism, allowing everything to come naturally and leave no traces behind. This is the highest level of online marketing. rdquo;

What are the benefits

If someone in the company can get large-budget film projects, it will not be a problem to make millions a year.

The reporter learned that the operating costs of online marketing companies are very low. Generally, companies only need to equip dozens of computers and recruit some employees who can post online at low prices to start business. A person who has done online marketing revealed that for small projects, online marketing companies can carry out viral online marketing and help you stir up the topic in major forums and post bars. If someone in the company can get large-budget film projects, it won't be a problem to make millions a year. rdquo;

However, people who have done online marketing also admit that the so-called entertainment online marketing is basically fraud, using false opinions to influence the personal judgment of the audience. Generally speaking, the audience who can be fooled by online marketing is not busy at work, so they have a lot of time. Spend time online, and they are most easily influenced by false remarks. rdquo;

Industry disgust

Indiscriminately spreading so-called audience opinions and hyping up in post bars and forums can only tarnish the reputation of the work.

Although online marketing companies are mushrooming, some people in the entertainment industry hate them. A well-known TV series director expressed this idea to reporters. He said: I can't stop some publicity companies from online marketing of my works, but I personally disagree with this practice. First, there are too many gossip news in online entertainment news nowadays, and few attention is paid to the work itself; second, indiscriminately spreading so-called audience opinions and hype in post bars and forums can only tarnish the reputation of the work and seriously disrupt the normal entertainment market. rdquo;

The director also said that now a large number of online marketing companies only conduct vulgar gossip hype about works and actors, and do not understand film and television art at all. Their existence misleads more and more viewers into the whirlpool of gossip. Their existence also makes people unable to see the true social response of a work. I sometimes go to the post bar to see it myself, but all I see are some netizens 'insults and many groundless so-called revelations. Few people can discuss it from aspects such as script creation, actor performance, character personality, etc. Nowadays, the ratings of a TV series are rising, and you don't even know whether the work itself is good or because it has been hyped up. In the long run, it will hurt the entire TV drama market and the truly enthusiastic audience.& rdquo;

A well-known actress is also very disgusted with some online marketing. I don't want the staff to post some exposed photos of me online. It's just one attempt among many promotional photos. I am still willing to maintain the attitude of a traditional woman. However, when people say they will do online marketing for you, they will post it without your consent, which will make you unable to explain the pain." rdquo; China Economic Journal reporter Wang Fei

Entertainment reporters 'cool comments that hurt people will hurt themselves

The first thing to blame for vicious online marketing in the entertainment industry is many so-called online public relations companies. However, when talking about the source, the initiators of vicious online marketing are still many film and television groups, and even film and television production companies. At present, the film and television industry is developing rapidly, with many works and talents, which has caused many practitioners, including many famous producers and directors, to feel huge competitive pressure. Whoever wins the audience wins the favor of attendance, ratings, movie theaters and TV stations, and then makes a lot of money. As a result, many crew groups or companies that knew that the level of their works was not enough became eager for quick success and quick benefits and took the lead in occupying audience resources. This gave rise to vicious online marketing and spawned a large number of online public relations companies that could take advantage of the opportunity to make huge profits.

On the surface, the vicious online marketing in the entertainment industry makes the work difficult to distinguish between good and bad and misleading the audience. However, when the wolf comes and shouts it for the third time, it will no longer work. The audience naturally knows whether a work is good or not. Listen to good words first and then watch bad plays. The contrast between heaven and earth can only make the audience more disgusted with the work. While people condemn the entertainment industry 's online public relations companies for vicious online marketing, the entertainment industry practitioners who prompted their emergence should also bow and reflect on themselves. Fooling and deceiving the audience with the mentality of robbing money has long deviated from the purpose of the entertainment industry: the audience is God. Soon, a large amount of vicious online marketing will cause the originally fair and transparent entertainment forums and work post bars to lose the trust of audiences. Don't forget that the audience not only has the right to choose, but also has the right to refuse. Since the good and the bad are separated, they simply don't watch anyone.

Those who hurt people will hurt themselves, and vicious online marketing in the entertainment industry will eventually endanger the jobs of all practitioners.