Author | Xiaobai
"The Legend of the Confucianism" has been completed, but there is still a legend about "The Legend of the Confucianism" in the world.
Take the recent example. Naixue’s Tea and it jointly launched a new product “Doming Oriental Pomegranate”, which is enough to show the strong commercial purchasing power of “Kao Ren” – in just 8 minutes of its launch, its sales exceeded 10,000 cups.
However, in addition to paying attention to this massive and successful collaboration, people also found an unusual detail on the Weibo posted by Naixue’s official Weibo: In addition to tagging the official Weibo of Canglanjue as usual, Naixue also tagged @Dongfang Qingcang - Cangyan Sea Yiba @Fairy Little Orchid - two character numbers.
The character number of "Canglan Jue" and the official Weibo are on the partner's page. For the entire character number ecosystem, there are many milestones of "finally on the table", and the character number of "Canglan Jue" is really popular, which is also an obvious fact.
battle report shows that "Canglan Jue" was launched for two weeks, with 7 character accounts all members of Jin V, and more than 613 blog posts were released throughout the process, with a total of 1.85 million fans, and 15 related hot searches were derived. On September 21, the characters of Canglan Jue published a hidden poem "Canglan Jue will not say goodbye" which has even captured the hot searches, making many netizens call it "earthy and romantic."
Following the successful study of the role account in "Canglan Jue", domestic dramas once again ushered in the climax of the role account. " Please " and " Little Forest of Two People " are without exception. Before the drama was broadcast, the role account had already had a hot match with netizens.
In fact, netizens should have been accustomed to character numbers. As early as the "Legend of Zhen Huan", characters such as "Zhen Hua", "Yongzheng", " Hua Fei " and "Queen" followed the plot and were jealous on Weibo. The protagonists of popular dramas such as " Dear Love " and " You Are My Glory " showed their love interactions on Weibo.
And this is the problem. With other marketing methods declining one after another, why do people's attention to "low-level cosplay" like character numbers has reached a new level again?
answer seems to be coming out. In the past, the character account was only used as a supplement to the parallel universe of the series, with the purpose of focusing on enhancing the audience's viewing experience. Now the character account has evolved comprehensively and is using all its strengths to become the best tool for dramas to show their presence in addition to the official Weibo account.
character number "three tricks"
"星视 " was launched on August 7, while Xiaolanhua and Daqiang will be open from August 4.
Objectively speaking, the role marketing of "Canglan Jue" is undoubtedly the most successful this year. And it is also in the craze for creating character accounts.
Overall, the virtual character account in the play is currently open for business, and there is a set of logical and clear operation logic.
"Pre-warming up" is one of the basic guidelines for character creation. Therefore, character accounts often need to be open in advance and undertake the functions of early publicity and warm-up. Some can even be used as a basis for netizens to guess the broadcast time of the series.
typical example is "Please You". On September 9, the character accounts such as Lu Yan and Yu Dengdeng were created and the first Weibo post was released respectively, which triggered many netizens' speculation that the drama will be released in September, and this is the case. Six days later, the drama officially started broadcasting, and the site's popularity exceeded 8,000 in 15 hours after the broadcast.
A new round of episodes that are still on the list of to be broadcast are already ready. The roles of the urban romance drama " Lighter and Princess Skirt " and the science fiction drama " Three-Body " have also begun to meet netizens in advance for preheating marketing.
Secondly, the names of the character numbers are one of the key sources of their fun. They not only need to cover the names of representative characters, but also need to add "playing with memes" elements that can reflect the characters in the play.
As in "The Legend of Canglan", Dongfang Qingcang is "famous for the world" for its bking characteristics. Its Weibo name is @Dongfang Qingcang-Cangyan Sea Yiba, and Rong Hao's story line is mainly about falling in love with a woman from Chidi, so it is named @Ronghao-Cangdi Weifan.
In addition, in order to enhance the audience's immersion when watching, the name will also change dynamically with the episode. When playing the "Yunmengze Copy", the woman in the Nudi Land changed from "Awakening and Evolution of the God of War" to "Yunmengze Top Story-Xie Wanqing", the "Fairy Little Orchid" also had the "Orchid Lady's Limited Skin", and the Oriental Qingcang also changed from "Cang Yan Sea One Worship" to "Yunmengze One Worship".
At the preset level of the role number content, the materials it publishes often have major differences according to the positioning of the role number itself. Generally speaking, there are two main positions of character numbers. One is that the characters in the play only complain as ordinary users, and the other is that they are in line with the professional identity of the characters in the play, such as internet celebrities, bloggers, singers, etc.
Restore the character is one of the most primitive starting points for the character number. Generally speaking, the progress of the drama, plot progress, and character relationships must always be dynamic in line with the scene where the character makes a statement. The role account interacts as if sharing its true "life". Therefore, sharing complaints about other characters, CP business, and behind-the-scenes content has become the basis for all role accounts.
But at the same time, if the role number exists in line with the role's special occupation identity, more rich content will be presented on this basis.
In the recently launched "Little Forest of Two People", the heroine Yu Shuxin 's role as "Yu Meiren" is set as a beauty blogger, and her character account has therefore added many beauty blogger designs. In addition to sharing daily love, she will also share outfits, makeup and other content. Even "Yu Meiren" has opened a "small account" for complaining, which is in line with the operating habits of real Internet celebrities in reality, making things more realistic and three-dimensional.
This is also reflected in other previous episodes. In "You Are My Glory", even the heroine Qiao Jingjing's Weibo certification is an actor, and she also has her own celebrity studio Weibo. The heroine of "Dear Love" Tong Nian is set as an online singer. In the play, she often interacts with netizens on Weibo, and her Weibo is naturally real in real life.
"Operation rhythm + interesting elements + close to reality" has become the long-lasting fixed operational rule for character accounts.
Character＞Real person? The power of the character number
has always been underestimated, and now it is the moment of awakening.
First from the most superficial marketing effect and public opinion popularity, the fans gathered by successful role accounts can even be comparable to the official account of the series.
And strong interactivity is the life of the character number. To some extent, the interaction between the protagonist and the audience is taken for granted, and can build a closer emotional connection with the audience. But in addition to interacting with the audience, the role number interacts with live actors or other characters in parallel time and space often creates more unexpected effects.
The interaction between the character and the actor on Weibo is regarded as a "dream linkage" that breaks the dimensional wall, such as in " Are you safe ? In 》, when Zhouyou’s character number @天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天�
Coincidentally, Yu Shuxin’s own Weibo account also frequently forwards the content of Yu Meiren @Mermaid’s Long Legs. It can be observed that most of the actors linked to the role number are traffic artists. On the one hand, these artists urgently need the bonus of high-quality works, so they have a high degree of cooperation at the marketing level. On the other hand, these artists can use their own popularity to attract traffic to the series.
At the same time, the role numbers of different episodes also produce the effect of limited-time intersection of different energy in the parallel universe.For example, during the popularity of "Canglan Jue", Dongfang Qingcang, on the day of " Twenty-Five-Not Confused 2", he tagged the character number of one of his heroines, Jiang Xiaoguo, , @Don't use fruits as dry food, and said, "I love work like Shangque? Will I transform?" to attract traffic for his broadcast.
At the same time, "The Little Forest of Two People" was launched at the end of "The Legend of the Canglan". @小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小小� In addition to the interaction of
, to a certain extent, the role number carries some of the functions of the actors themselves.
Initially, the actors themselves were often open to Weibo in the tone of the character in the play, but in the subsequent process, the virtual characters gradually distinguished the individual actors from the roles, and their operations were no longer limited to the hands of the actors. This means that the role number can take on part of the work instead of the real actors, and the cooperation of the actors is no longer required.
This gives actors more room for operation in terms of marketing cooperation. Typical examples include " Menghualu ", the starring Liu Yifei and Chen Xiao are not very enthusiastic in the CP business level due to the actor level and other reasons, which also makes some of the audience feel "heartbroken". However, the emergence of the character number has made up for this part of the gap and became the "sugar substitute" for CP fans.
At the same time, the existence of the character number is also extending the vitality of the series. Although like many official accounts, after the series is broadcast, the character account will soon gradually become a "ruins" due to unmanned operations, unlike the official accounts, it carries more emotional value, so it is easier to extend the emotions of fans and easily reunite fans.
Three years after the finale of "Dear, Love", the heroine Squid Fish automatically posted a birthday Weibo post on March 20, 2022, and still received more than 2,000 fan messages and nearly 10,000 likes. Just over twenty days ago, the character numbers of Tong Xiangyu and Bai Zhantang of Wulin Waiwen were launched, which quickly gathered old fans and achieved a second increase in the popularity of the topic.
Although the role number seems to be a cost-effective operation with "all benefits but no harm", there are still many constraints in its operation. The most direct manifestation is the hoarding of materials. According to Xiaoyu, "Please You" did not plan to open a character account in the early stage, and it was temporarily decided to operate after "Canglan Jue" became popular. Therefore, there may be insufficient hoarding of materials, which easily leads to content restrictions.
What is more noteworthy is that the discussion level of the series itself and the enthusiasm of netizens to interact can even directly determine the "life and death" of the characters.
Typical examples are "Your Time, My Time". This drama was originally the next one of "Dear Love". The protagonist has natural attention. In addition, " Han Shangyan " is Wu Bai , which should have a high public opinion popularity. However, because the series itself is low in voice and the discussion is not high, the team did not invest too much energy in operation. The male protagonist only had three Weibo posts, and the female protagonist only posted one Weibo post and stopped updating.
But it is undeniable that role number marketing is still the general trend today. Therefore, Weibo is also constantly making efforts to create a parallel universe that is synchronized with the plot. For example, Weibo has opened a hot chat section for dramas this year. Under the main entries of some dramas, netizens can go directly to the character Weibo with one click, and the character Weibo airborne hot chat and accompanying the audience to watch the drama is an important ceremony during the hot broadcast.
, the character number of Twenty Fortune launched an activity to watch the drama. @Chloe Liang Shuang, @Don't use fruits as dry food, @Dabao Girl, and 10 characters in the drama took turns to airborne the #Twenty Fortune# live page, participating in the interaction 1 hour a day. The audience may be flopped by simply entering the topic live page and asking questions.A small and exquisite marketing method like
role number has many strengths. At the same time, strengthening the role itself IP will also be worth waiting and seeing whether it can create new commercial monetization in the future.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-