"In this world, there is always someone who secretly loves you. Don't look for it, we love you."
The recent hit commercial "There's Always Someone Who Loves You" not only made many netizens cry, but also pushed the program "Human Laboratory" to the No. 2 spot on the Kasper data chart, jumping 247 spots.
(Kasper Data Top 100)
The fact that a short advertisement can move viewers so much that it spontaneously spreads and triggers the number of video broadcasts is basically due to the "hot spot". The five reversed stories in the short movie poked people's hearts and brought them hope. While bringing warmth to the audience in the cold winter, it also deepens the brand's (a cold medicine) "healing" function.
Dabbling in hotspots, or leveraging the momentum of marketing, is one of the essential skills of content workers. Most programs will rub hotspots in order to increase exposure, but few get a taste of the sweet spot, and even mishandling it can trigger negative emotions in viewers. For example, in response to the recent child safety issue, most programs have introduced "sex education" content, but only a few programs have spread well, and most of them have had a mediocre response.
It's the same thing, but it's not the same thing. The key is to identify the valuable information that the program can bring, and to find the connection between the hotspot and the brand/product.
What are the principles of marketing?
Marketing has 2 main purposes, to strengthen brand image and conversion. Combining hot events with brand characteristics to enhance awareness and reputation for a brand, such as the Human Lab mentioned earlier, has earned positive feedback for a brand.
(Keyword distribution chart of "Human Laboratory" by.Cass Data)
The other is to enable conversion, such as the e-commerce diversion of Double 11. At present, the leverage marketing in the short video field is still mainly to strengthen the brand image, that is, to deepen the brand concept of the program owner and the gold owner.
Today, most of the programs can't reach the state of program + hotspot in-depth combination, the performance is mostly only hotspot as a lead, low content relevance. To a large extent, this practice can only increase the momentum for the hotspot, the significance of the program is not great, after all, the production cycle of the short video is not short, the cost of chasing hotspots is not low.
So what kind of hotspot is worth chasing? If your program can provide exclusive information, solutions, sharp comments, appeasement of emotions 4 functions, then it is recommended that you try to leverage hot events.
Exclusive information1
Information programs are guaranteed traffic if they can report events at the first time. If the timeliness is a little weak, you can adjust the angle of coverage according to the strengths of the program. early November "Trump's trip to Asia" event has made the military information program traffic is very good, driving the total broadcast volume of the week of the pendant category jumped 49%.
Besides, other programs can utilize resources to provide unique information. For example, Cool Teng interviewed a group of square dancers about the incident of "Square Dancers Assaulting a Basketball Teenager" and talked about their views on the matter, which had a good spreading effect on the video of the current issue. In a hot event, providing exclusive information on a relatively small point can gain viewers' attention.
(Cool Teng hot video by.Cass Data)
Solution 2
When a negative event occurs, the audience has a great demand for solutions, prioritizing the provision of help in terms of objective facts. If it is an emotionally subjective type of event dominated by subjective factors, unique ideas are needed to deal with it flexibly.
Recently on the issue of child safety, this aspect of the dissemination of a few better video respectively from "a" "understand the mother" "mother's way", last week, three programs released video are centered on "sex education" to start, the first two from the perspective of adults, to provide a more comprehensive solution.
("Mom's Way" airplay trend chart by. Kasi Data)
The third program, from a child's (animated) perspective, explains the experience of being molested and how to cope with it, as well as reminding children of a few points they need to keep in mind. With children as the target audience, this video uses a light-hearted presentation to tell children and their parents that if something unfortunate happens, the damage is manageable and healing if handled properly.
All three programs have seen a significant increase in their numbers, especially in the number of comments/pop-ups and likes, which shows that viewers are more receptive to it.
(Interaction Trend Chart of "Understood Mom" by. Cass Data)
Sharp Commentary 3
Most content creators choose this direction as an entry point nowadays, and in the face of hot events, especially controversial ones, many viewers need to look for ****singing and emotional catharsis. Deep and straight-to-the-heart remarks not only get an explosion of traffic, but more importantly, indicate the attitude of the program/persona.
Personality operation of the program previously mentioned, the persona is very important to have three views and attitude, this time is a more important opportunity. Recently, the "small piece of film to say big" has been combined with the hidden dangers of child safety to explain the change of South Korea's "Sexual Violence Act" of the film "melting pot", pointed out that "the three colors add up to black", triggered public attention and positive interaction.
("Little Piece Says Big Picture" broadcast volume trend chart by.Kasi Data)
And in early November, Baozou Cartoon not only satirized the alternative education method of a school on Baozou Daxue, but also explained the overkill movie "A Clockwork Orange" on Baozou Watching What Pieces of Children, which expressed its own educational concepts, which were affirmed by the viewers, and strengthened its emotional connection with the fans. The emotional connection with the fans was strengthened, and "I have no regrets about joining Riot Comics in this life" became one of the high-frequency messages of Riot Comics on the B station.
Of course, some content creators, after getting a taste of the sweetness of the spicy review, will for the sake of the reversal of the effect of forcibly looking for points of view on the opposite side, and sometimes even intentionally sing the opposite tune to get eyeballs, and this kind of practice at the expense of causing outrage is obviously the cart before the horse. Guidance to the audience to clap the review is winning in the analysis of the profound, but not in the attitude of alternative. The practice of factually incorrect and logically contradictory will undoubtedly have a negative impact, and the loss of reputation for the sake of popularity can be said to be more than worth the loss.
In addition, in front of the controversial events, it is recommended to be cautious to stand in line. I believe that after experiencing the Xue Zhiqian reunion event in September, all content creators know this very well. When most of the information about the matter is still covered up, and only the two sides have their own opinions, it is recommended that content creators reason on the basis of incomplete information, to be conservative and wait-and-see, and not to be hasty.
The Dong Xin Yao Spoof had sparked massive negative comments for standing up to Xue Zhiqian. Although a statement was released afterward saying he had not seen the latest evidence and deleted the video, angry viewers left their negative comments below other videos. Some KOLs also appeared on the microblogging platform to "take stock of Dong Xinyao's crimes", and viewers felt that they had accumulated some dissatisfaction because of the obvious traces of acting in the previous videos, and their negative emotions erupted that week, causing serious damage to the program's reputation.
Pacifying Emotions4
Pacifying emotions is actually considered a type of ****tweeting, but unlike the emotional arousal in the above, pacifying belongs to calming and channeling emotions. Pacification is actually a more humane way of communicating with the audience if the event continues to be at a disadvantage and cannot be improved.
This is an area that, if handled correctly, can have a significant positive impact. This "Human Lab" pop-up video simultaneously puts the brand value of the gold owner and the program's ability to plan native advertising on display, with outstanding results.
(Explosive video "Someone secretly loves you"
Today's era where everyone is a self-media, the right to know and the right to speak of each of us have been amplified.KOLs are also asked to take more social responsibility because they enjoy the right to speak better than normal people.
In the face of hot events, it may be a bit harsh to ask content creators to be professional media, but only by making efforts to seek evidence and deep thinking before speaking out can we disseminate truly valuable content, and gain the respect of the audience's heartfelt recognition.