The online video industry is at a new change node。
In 2018, the three main video platforms opened an era of accelerated competition at the strategic, content, marketing, membership, industrial chain, etc. The three-footing situation, which has stabilized for many years, has been broken in a more brutal and competitive environment, ranging from the “troika” to “two or more”, with a dramatic shift in industry patterns。
According to questmobile data, in december 2018, the achilles app and quetzal video were active for 118 million and 112 million on a monthly basis, respectively, and stable for the top two users in the industry; the average number of users active for the month of yucuo app was 7512. 9 million, ranking third, but there was a clear gap with the first two。
Similarly, following a systematic combing of the list of awards for the 47 categories of prizes in the entertainment and marketing industry, we found the same “smoking smoke” on the course of the awards. Among them, achilles ranked first in the number of 198 prizes, second in the number of 102 prizes, third in the number of 80 prizes, followed by fox search video, mango tv, and biliberi. In addition to proving their popularity, these prestigious hotspot projects provide ample evidence of the professional recognition of china's online video platform in terms of content creation, dissemination and marketing。
Total number of awards awarded to various video platform industries, 2018
At the beginning of the new year, it is another time to look forward to the trend of the year. This paper will provide insight into changes in the direction of the market and decode business innovation and marketing growth in the 2019 video industry through a comprehensive combo of the 2018 award card for several major video sites。
1. High profile of platform phenomenon-level programming, video platforms leading the entertainment industry rights
In the era of pure web content, the “star factory” has gradually shifted from traditional television dramas and film outputs to more diverse web platforms。
Looking back at the online content market in 2018, the "illustrian" cai seo kwang's c., the "nine percent" commercial spokesperson, the "sing cp" zu yilong in yoyo's spirit, and baek-woo were unanimously endorsed by the girls of the great town, and the "topics" in the video "creation 101" went beyond their own traffic effects.
In china's renaissance and recreational and innovation summit, the annual hot list of new sharp artists, zhu yilong, cai xue-kun, lou yunxi, baek-woo, chen linon, ren karen, fan jianxing, zhu zhengting, men mei-cheng, yang ning and others are on the list. In addition to this, cai seo-kwan has won the prizes “most commercial value artist”, “focus of the year” and “annual manly stars” for the "foot search" festival。
Of course, in addition to its strong capacity to create stars, video platforms have been set up as home-based brokering platforms to hatch their own artists in an attempt to contain costs from source, in an environment where high-quality content resources and high-quality artists are still scarce. Whether it's the sky, the hedgehog entertainment, the cool and cool entertainment, or the sunday entertainment that makes videos available, we seem to be able to see from the layouts of each home the ideal model that they want for “the creation of a new artist with a content network.”。
2. High-quality content reverse transmission television stations will become normal
With the increasing ability of video sites to produce their own products, the gradual implementation of a web-based sub-structure to manage “one standard, one ruler” and the situation of “internally troubled” television stations, internet-based high-quality content reflowing television stations may become the next trend in the video industry。
To take the example of the " jubilee strategy " of 2018, which did not appear in any of the watching commercials of 2018, it was broadcast in zhejiang, shandong, and the east after the achilles fire was broadcast on multiple cruises, which could be described as a success story of the cybertelevision. In addition to triggering the popular boom, the show continued to win 15 heavy-pound awards such as the golden touch global business innovation award, “annual drama”, and the china cultural and recreational innovation summit, “the annual most valuable drama”. In addition to the jubilee strategy, achilles sent to the tv station the works of best us, summer of foams, your old time, love the world for you。
The televised video, a good book, was rated on 9. 3 soybean petals and distributed on average 23 million issues, in 2018, with two high cultural programmes, while also successfully exporting jiangsu watch. In the industry, the good book has been awarded the annual best cumulation, the annual cies 2019 entertainment industry's best recreational marketing cum laude, the point-effort mobile impact summit and the point-effort impact's top ten tops of the year, and the china's new hot list for 2018, “special honours of the organizing committee”. It was also successful in christmas 2018 with east watch and jiangsu watch, and the documentary, the great craftsman, which was so cool and solo, opened up precedents and examples of online documentaries being sent backwards to national television.
3. The growing combination of brands and content and new forms of marketing
In recent years, with the proliferation of new products and technologies and the increasing diversity of the content environment, advertising has become an innovation in the search for progress in video advertising。
In the online content market in 2018, a large number of large-scale advertisements focusing on the novelty, novelty and adhesive content of the brain hole erupted. Whether it's an achilles "the hot blood street dances" or an ad for practicers in the video "create 101", the idea, production and presentation of the commercials are leading to all-round progress。
The beautiful and delicate street-dancing talk of hot blood street not only caused the audience to shout "shock" and "shock" and "shock" but also created a big debate in the industry about "aesthetic upgrading"; the robotic bulls created a new form of using robots as brand names, combined with three-dimensional animations of fine american cartoons, bringing the level of creativity and production of web-based advertising to a new level; and saturday night's live film of "a bottlecap-induced tragedy" for fort lebourt's beer led to "a smile to the head" ...
"the hot blood street dance" street creative broadcast
At the industry level, the hot blood street program has received successive awards such as the china content marketing award “best film and content marketing award for 2018”, the golden touch global business innovation award for 2018, and the asia-pacific institute creative award “best branded programme award” for the "street dance" project, which received eight major awards in 2018。
It goes without saying that individualized, diversified marketing appears to be more attractive than traditional marketing methods, such as hard-spread, stickers, at a time when the consumer willingness and capacity of younger audiences are increasing in a new generation of 95, 00, etc。
4- circle content support platform breakout for vertical demolition with a youth language system
In an era of spiralling cultural consumerism, both in content and innovation, platforms are seeking the touch and emotion of the circles. The ability of a new programme to reach out to a core group at the circle in the shortest possible time and to expand its influence to the level of mass communication is a key factor in determining the success of a work。
Looking at the number of awards awarded to individual video platforms in the field of marketing and dissemination, we are surprised to find that 41 awards were awarded to projects related to “trading” on the acchia platform alone. The other two, " hot blood street dance" and "this is the street dance" , which started on the streets in 2018, are in the bag of eight prizes in the dual generals。
In addition to these mini-circles, the performance of the fans of the flames that light up the hearts of young stars is highly commendable. The achilles project " illustrated practicers " won 23 prizes, including the effie prize, the 2018 china media marketing award and the interactive creative award, and the televised video " creative 101 " won 11 prizes. It is foreseeable that, after last year's festivities of “stars for all”, the “image economy” in 2019 will be further rationalized and professionalized。
In addition, video platforms are equally visible in the excavation of content distribution practices in vertical areas such as mother and child, finance and animation. By way of example, achilles "the four sea whale riding" won two prizes at the third annual china new cultural recreation and new consumption summit, “animation of the annual animation works” and “academies of the best acgn project” at the annual conference of the cies219 entertainment industry, and won six prizes in four films, “doro continent”, “magic monuments”, and “annual animation works” at the third annual china new cultural and recreation and consumption summit。
5 and the ip industry chain model is becoming more mature, and the whole marketing chain is in place
In the face of market-heated competition, the layout of the ip-wide chain is not only a new territory to be pursued by all, but has also become the key to testing the platform's ability to operate in an integrated manner。
In the case of the televised video, favorite man, the programme not only builds the content matrix from an ip perspective, but also presents “favours” in all directions, but also promotes the full chain of marketing of documentaries through various forms, such as ip authorization, content co-building and outreach, thereby facilitating the full binding of brands and ips, adding more marketing contacts for brands, multi-layered, multi-field contact user life scenes, and completing the marketing of the value of a full scene of trust。
In addition to the new elements of the film that are constantly attracting the attention of young producers, there are surprise interactions for young producers in the derived " youth with new era " programme, and the " youth arts and energy institute " will be better able to explore the different aspects of youth. In addition, the same comic book, " you in youth " , as well as the novel " you in youth " , and the sound comic " fm in youth " , also provide clarity for youth producers. This multi-dimensional, multi-circle power is indeed a sign of the resolve of the achilles to dig deep into the economy。
Whether the subject matter of content is constantly being updated or the marketing practices are being upgraded, every award-winning case is backed by the industry's greatest recognition of the creativity and influence of online content。
It is foreseeable that the trend towards future video platforms is becoming clearer. Of course, there will be more competition and competition in the market, and we will see what the future will be like
