How to get from one publisher under the double pressure of growing under-the-line large-scale events and the need to reduce efficiencySeries of activitiesMore efficient production of video has created new requirements for marketing editors. Traditional video, which is designed to be three segments of about 10 minutes long video, is often not bright because of the cost of viewing and the long production cycle。
Faced with current short video user habits, video marketing editors, especially for medium- and medium-sized video platforms such as shivering, video numbers and little red books, need to rethink how to find multiple video selections in a series of activities to make the video more diverse and quantitative。
Launched in early 2026, flower city press tried to break the original video production and convert the series of videos into modular videos so that viewers did not have to consider the order of viewing and lower the time threshold for viewers. Through the practice of the three projects of the eggs town poetry, the dark river, the spring river flower moon: a flying video, we have gradually developed an effective multi-dimensional video marketing path。
"eggstown poetry club": a mix of literature and style
At the end of 2025, the asian weekly gave a review of the year's global chinese 10th edition of the poet of eggs, published by flower city press. The book draws on the history of the painting poems that emerged in the 1980s in the author's home town, yu lin, on mount chu。
The story of the poet club was mostly the result of the author's true experience at the painting poetry club, most of whom had a prototype, and the marketing editor of flower city press took advantage of the hotness of the list to lead readers to “egg town” for a literary search。
We visited the site of the poet club in north stream and the various prototypes in the town of shengyang and met with the prototypes of the novel. Each of them has a strong desire to express his past, and the vast amount of material presents a considerable challenge to our video selection。
After the material was collated, we set the basic direction for the video series: first, the different styles of the poet of the eggs and poets series ensure that each video is new; secondly, the focus of each video should be different and avoid acclaiming the aesthetic fatigue; thirdly, the connection of the video should be weakened and the viewing threshold lowered; and fourthly, the video should be linked to the hot topic at hand, thereby gaining a stronger emotional resonance with the reader。
In this direction, we have launched a book and interview video entitled zhu hillside recitation of the poetry of eggs and poetry of eggs. What does zhu hills want and what the world says? To pre-heat this literary expedition. We produced five videos, which were released in three quarters of the year, from 15 january to 2 march of the same year, which led to the extension of the theme cycle of the eggstown poetry society, which was elected to the asia weekly list and won the yuhua prize for writing。
"the poetry of zhu hills wants to talk to the world? " is a regular interview video. We're discussing the literature flow of the poetry of zhu hills, about what the poetry of zoo is about. As can be seen from the comments section of this video, the readers of mr. Chu's novels, the pioneers, miss that passion. In the literary years, the audience became the basic disk of our follow-up video。
After going into egg town, our video was divided into three editions in the form of "total score", the first of which was a funny-looking "significant" poet of the yuhua. – little eggstown; the second is the living style, "the first of all, the first of all, the first of all, the first of all, the first of all, and the second of all, "the next of all, the next of all, the third of all, the sad and serious style of literacy."。
Where's the poet of eggs? — from the point of view of the novel's search for the subject of poetry, we went up to the north to ask where the linguist's poetry is, and the linguist's answer was empty, making it easier for the audience to participate in this literary trace. Here, we met with members of the paint poets society, many of whom were prototypes of novel characters, many of whose sections came from their true experiences: in order to make the second-highest mountain of the north the first high mountain, three or five people were invited to the second high mountain to lift up the mountain with their bodies folded up; some suggested to go to guangzhou to find a few foreign friends to pretend to be african poets; and others to sing karaoke by the river. In a great deal of material, we have chosen the most impeccable clips to produce the first video, in a funny style, to draw attention to these literary youths of the 1980s。
The following second video, "at first lucky time to the poet club of eggs for new year " , we planned to launch it at the beginning of the year, so the team went to the market in the town of shengyang to look for the prototype and recorded the fireworks in our video. In this video, we don't deliberately use funny presentation, text-based pursuit of real quality, so that more viewers can feel the festivities of small-town markets。
When we filmed the third edition of the video, literacy is the way of the world, we found an abandoned north-stream railway in a small red book in response to the image of road. The railway is one of the representative acts of literary youth in the 1980s, and we have chosen to discuss the more heavy topic on the railway in the suburbs: the plight of women. In the 1980s, the daughters of some vietnamese families came to guangxi to marry and found a family, a group of vietnamese brides and natives who did not speak the language and were struggling to do so. The story of a vietnamese bride, who was later able to write poems at the egg town poetry society, was mentioned in the egg town poetry society and left home. The vietnamese bride must be happy. This video, which focuses on women's power and self-aware, is a social issue of public concern and is more likely to resonate with the audience and to prevent the entire video series from losing its temperature because of its pursuit of humor。
Dark rivers: starship partnership + substitute
In the opening year of 2026, the new flagship book by hana city press, sophie maso, was officially launched as our team's first book marketing campaign against star writers. Unlike vlog, which is used in the new media in the country, sophie masso himself has detailed requirements about the quality and effectiveness of the lenses, so we have limited space for personal selections and the field. Interviews, the rhythm of the topic, lighting, etc. Need to be communicated with her team。
Sophie masso, one of the first foreign actors to enter the country's public view at the beginning of the reform process, has a high degree of recognition among people over 40 years of age. From her own life experience, the dark river explores women's difficulties in growing up. Based on the nature of the content, we decided to focus on the topics of female readers and women as the focus of the video。
But sophie matheson is able to match the time we've had and the video audit cycle for stars is longer. In order to speed up the production, we have chosen to shift the spotlight to other people at the scene of the event, replacing the star-show。
Sufi maso's video released half a month in advance of the book's birth, sophie maso's new book under the dark river print, predicting that sophie maso will be visiting beijing in march. After all her sessions and time, three days in advance, we filmed a small video of her travels, premonitioning the specific event, in a series of follow-up road interviews, interpreter interviews, author reading of poems, quick answers to questions and five video clips of gold sentences。
On the morning of 26 march, at the beijing university sharing site, we interviewed students, teachers, staff members, special guests and filmed the video sufi maso from north! In response to different audiences, we also ask different questions: “what was the first time you saw sophie masso's work?” and the interview teacher, “do you remember when sophie masso began to be famous in china? What was the difference between her impressions at that time and today?”; “do you know who you're going to receive today?” and “do you think it's going to be so hot today?” by the special guest. Designing different issues for different groups, ensuring that each issue is accurately stepped on their expressions。
Street video is an extremely random video selection, and we're not sure if we can get content before the interview. In order to ensure that the selection of material is representative and diverse, the interviewer cannot be confined to a single age and sex group, but needs to be edited to look for the “es” who are performing well on the spot, the ones who wear features, the ones with stories, etc. Fortunately, our first street picks up quality material。
At the first sharing event at beijing university, we met with a professor from the north, who participated in the film paper published on the cover of sophie masso in the 1980s. Older people are better able to tell the story of sophie masso's transmission in china over the years than if he knew only a few classic films like first kiss " fong " . We interviewed her immediately and asked her to tell her the story of sophie masso and the chinese film, reform and opening up, and to show the magazine she brought. As the content of this material is the best, we finally decided to use only this street. Finally, her sharing inspired more of her peers to express themselves in the video comment area, and we were more satisfied with the results of the release of the film。
Before the start of the activities of the second modern library, we interviewed the translator of the dark river, professor huang yu of nanjing university, and asked her to read the relationship between the dark river and the author's experience, french literature and feminism. In connection with an interview with a book and the production of the first video on the book, the moderator often “know-how”, pre-sets the problem from the perspective of a traveller who has never read a book, so we prepared four questions for “the dark river: every author has his own literary soil”:
1. How did it feel to read the original language
2. What is the difference between the dark river and the writing of chinese women's literature
Why is this book translated into dark river
Can you teach us how to speak the french of dark river
These questions revolve around the feelings and understanding of the books by the translators, without in-depth text details, so that the cost of understanding is not too high for the audience, and the last one is designed to increase the interactive nature of the video。
At the scene of the pageone bookshop, sophie masso read her own poem in french, which we published as a separate video. This is also the first video we have produced for the main content, besides video slices。
The night before the bookshop event, we finally talked to sophie's team about a quick and quick video. Sophie matheson likes interesting things, which gives the video series of the event the possibility of getting out of the serious literature。
In order to ensure that the guest's answers are brief and robust, we designed seven questions:
How does it feel to come to china as a writer
In the last few days in china, you have sold nearly 10,000 copies of dark river. Do you have any expectations about the volume of the book
3. Has your past acting experience helped your creation
Are you planning to write the next novel
Can you teach us the name of dark river in french
Can i teach you to say, "congratulations to rich"
What would you choose if you could get a special feature
The seven issues are divided into three levels, beginning with the author's comments on how the chinese business feels, and then, more specifically, on her methodology, and finally setting up an interesting open topic. This will ensure both the literary tone of the video and the visualization of her lovely side. Eventually, the total length of the video is contained in three minutes, not too long。
The event, which began on 16 march, began offline from 26 to 28 march, until 10 april, when a quick-response video was released, with an overall promotional cycle of almost a month。
The spring river moon: a flying sensitivity: a fan co-creation + author authorization
In may 2026, after a video marketing “teaching” by sophie masso, our other feature book, spring river moon: a flying stake, came on the market。
As far as the book is concerned, mr. Hosei himself has a great deal of control over her work, and all marketing work is directly communicated to her by the editor, which reduces our communication costs considerably. And with her own authorization, the publisher could use some of the film and television material played by mr. Hosei, which would make our video production easier。
Before the book's marketing campaign began, in addition to the regular event preview video, we planned two video selections for the event, one for street fans and the other for hosei。
Hosei himself was passionate and her fans had a strong expression, so we decided to design the more happy and interactive "fellow" question:
Which one did you first read
What's your favorite part
3. Which line did you most impressed
What do you want to say to mr. Ho
All of you responded enthusiastically, and we have accumulated a great deal of good material. From five girls to big red lantern high, to big house, fans responded with an acting career in ho sai fei. When asked about the most impressive lines, everyone spoke with excitement of unexpected segments of the bridge. We combined these materials with the video bridge provided by mr. Ho, which made the whole video alive。
And this time, mr. Hosei's quick-response video, which addresses her traditional, gentle and humorous character, sets up questions about solo writing, artistic ideas, etc. To ensure that she completes her interview in a more comfortable state。
At the end of the event, the participation of fans in the interaction on the topics in question greatly enhanced the stickiness of the new media accounts of flower city press with its readers. The book-sharing campaign, " spring river flower moon: a race of flying perceptions " , is just beginning, and there is scope for follow-up videos。
In the next event, on the one hand, we're going to use all kinds of hosei's video material to increase the frequency of its use in videos. For example, more interactive videos, such as visual guess lines, classic bridge imitations, can be used to make flower city press a bridge between readers and fans, to increase fan recognition and participation in our videos, and to set up the basic data disk for the marketing of the book。
On the other hand, we will enhance communication with the authors themselves, increase their participation in marketing videos, plan book review videos, open a box for books around them, etc。
At the same time, we have tried to combine the literary brigade with the books, producing a video of the brigade, mixing the images of hosei's participation in the book event with the images of the book's multiple scenes, and presenting the full picture of the author's involvement in the book promotion。
Before may 2026, we tried to make a quick-cut video of the agency's book "a sheep crashing " , but it was not published on the official account number of flower city press because of its obvious personal characteristics. This type of editing has not yet been tried by the industry, and our internal attempts will allow for greater use in the future of video campaigns in key books and events within the community。
There is still a great deal of activity to be undertaken by the publishers in the future in terms of a series of new media designs。
