Author: Jiangshan (founder of [PR People])
PR People (ID: publicrelationship) and (ID: prren)
Starting yesterday (June 22), the poster of the Backstreetboys video account concert began to flood the circle of friends again...
Including the arrangements of the video account for the last six months -
December 19, 2021, Xicheng boys concert;
December 31, 2021 , Mayday concert;
April 1, 2022, Leslie Cheung HD restoration concert
April 15, 2022, Cui Jian concert
May 28, 2022, Luo Dayou concert;
June 24, 2022, Backstreet Boys Concert;
WeChat platform hosted, this is the 6th show, and since Cui Jian's concert on April 15, the Video Account concert began to embrace business and introduced title sponsors. Therefore, online concert data with commercial attributes has attracted more attention from the industry.
htmlOn April 15, Cui Jian’s video account concert, with 46 million views online, with 1.2 billion exposures in the WeChat ecosystem; on May 28, Luo Dayou’s video account concert, with 41 million views online, with 1.1 billion exposures in the WeChat ecosystem. The two video accounts concerts, the screen-level data, allowed the brand sponsor Jihu Auto to receive more than 4 times the ROI return. "Jihu", a car brand that was not well-known, became a household name overnight. With the help of direct jumping to landing pages and other steps, as well as measures such as in-depth test drives and double deposits, Cui Jian's conversion rate from collecting user clues to direct sales increased to 50% after the concert. Through the "mutual selection platform" of Tencent advertising, Jihu links various high-quality expert resources on the video account to maximize the volume of the concert and the long-tail effect of . At the same time, the video account also optimized the clue collection entrance that had been hidden deep in the past. It is said that the cost of Jihu's single user clue has dropped from 700 to 800 to 200 to 300.June 10 (
Note: This is the first video account concert not hosted by WeChat platform but sponsored by the enterprise.
will be explained in detail later). Taote and Da Zhangwei held the "Happy 10 times the size" Da Zhangwei music party, and specially invited Shen Ling , Wang Mian, and Jiang Liang as flying guests. In addition to Da Zhangwei's wonderful song performance, the guests brought more rich interactive content, such as Wang Mian's talk show, Jiang Liang's electronic music time, etc. Hosts Shen Ling and Da Zhangwei will actively interact with the live broadcast room audience after every song, including reading comments, red envelope lottery, encouraging the audience to like, forward the live broadcast room, etc. This brings the form and view of the entire concert very close to the music variety show. The number of viewers of the entire concert reached 15 million+, which is also a very impressive result.
"Happy 10 times the size" online concert
undoubtedly, after several rounds of tests, the top singers produced content in the form of concerts through video accounts, supplemented by the deep implantation of the brand. It is a brand marketing method that can generate explosive voices, and if undertaken well, it will also promote a significant increase in sales. The logic behind this is not difficult to understand -
Although this is an era of content explosion, the explosion of various massive content greatly distracts the audience's attention, good content is always scarce and there is never a shortage of audiences to read/view. So, what is "good content"? Although "there will be a thousand Hamlets in the eyes of a thousand readers", we can use "user stay time" to make a simple judgment. In the era of social media speed reading, if the content can attract "user stay time" to 30 seconds or more, it can basically be judged as good content. If the time is longer, the content quality will be higher.
Obviously, the top singers are high-quality IPs, whether it is Cui Jian, Luo Dayou, Da Zhangwei, and the Wang Xinling , which has become popular again recently. These top singers themselves are high-quality IPs and have a large number of fans from different eras. Their every move, every word and every action are enough for fans, and it is obvious to attract fans to stay for their content.
Secondly, the songs of the video concert are also classics that can be screened through the times. The universality of music, the classics and nostalgia of melody, and the scene is re-filled with the interpretation of the times and modern times. These contents that may cost hundreds or even thousands of dollars to experience consumption are undoubtedly super "high-quality content". They can not only attract fans, but also inspire fans to forward and share social media. Therefore, Cui Jian, Luo Dayou and other shows have been flooded.
Of course, the rise of the video account concert is also quite fresh, including the way of live video broadcasts, barrage, reward, comment, forwarding, interaction and participation are even better than traditional offline concerts, so this is also one of the reasons that attracts the audience to stop and watch.
Video Number has launched several concerts in a row within a few months, causing explosive effects, which has also been interpreted by the outside world as finding a new password for the explosion of WeChat traffic. Indeed, the high-quality IP (leading singer) + music content screened through the times + live broadcast mode of video account ensures that the content is high-quality enough. Through the video account, the omni-channel of WeChat, WeChat groups, circle of friends, official accounts, mini programs and other WeChat ecosystems can be seamlessly connected, making the distribution of high-quality content easier, and supplemented by the traffic resources of WeChat and even Tencent ecosystems further enlarge. Therefore, the video account concert of top singers = high-quality content + high-quality distribution has basically accumulated a new product that triggers WeChat traffic, which has basically formed a consensus in the industry.
, and has been sponsored by the platform and participated in the form of corporate title sponsorship (such as Cui Jian and Luo Dayou video concerts) to Da Zhangwei's concerts self-made and produced by the company, with a stronger sense of corporate presence, more flexible brand marketing, and more diverse marketing designs. For example -
1. The brand has a richer way of displaying content in the concert, allowing the brand to deeply integrate the co-creation of music content. The brand logo has been exposed quite well, such as the integration of the overall visual DuoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTaoTa
2. During the concert, Taote's appearance frequency was also very high. The host's oral broadcasts were broadcast by the hosts in the interactive sessions between multiple programs. The Taote brand mascot Robert also appeared on the stage many times. The concert also released a new song of "Extra Large Group" and adapted "Your Things is My Great Things" for Taote.
3. In the live broadcast room, the "Taote App exclusive host" is suspended in the upper right corner of the screen in the form of a watermark, and the advertisement for the Taote App is also exposed at the bottom of the concert program list.
The successful holding of Taote’s Da Zhangwei video concert can open up new imagination space for enterprises to better realize marketing conversion with the help of WeChat traffic. In addition to the outspoken voice and selling goods, compared with the traffic of other platforms, WeChat's traffic can ultimately be directed to the private domain, form the brand's inherent traffic pool, and become the long-term asset of for brand customers to operate . In this way, there can be at least three paths in the marketing implementation of the Star Video Concert:
1, Star Video Concert + title sponsorship/tailored brand implantation + voice out of the circle (the case of Jihu and Taote is not detailed);
2, Star Video Concert + live room shopping cart (for example, in the two re-screening concerts of Jay Chou in , Jay Chou , the audience clicked on the "shopping bag" in the lower right corner of the live room to enter the official store to purchase. The store has launched a total of 12 items, with prices ranging from 59 yuan to 4,999 yuan, and sold out one after another after it was put on the shelves.It is estimated that the revenue of surrounding products that night may exceed 10 million)
3, star video account concert + live broadcast room interactive traffic diversion + WeChat group (enterprise WeChat group) private domain precipitation + subsequent private domain operation;
undoubtedly, such a marketing space can only be maximized in an ecosystem like WeChat. Just imagine, take the 1500W+ UV of the Taoteda Zhangwei Video Account concert as an example, supplemented by coupons + Star peripherals (such as Da Zhangwei's signature photos, posters) lottery activities, etc., are calculated based on the conversion rate of 10% private domain user (the common conversion rate of private domain user is 10~15%), and 150W private domain users will be generated. Based on the purchase conversion rate of 10% of private domain users, the average customer price of 60 yuan within 3 months. It is expected that the resulting GMV flow rate will reach 900W in the next three months, and because of the long-term retention of private domain users, the subsequent value will be far more than this scale. Therefore, there is great potential for celebrity video accounts to perform concerts. The sooner you intervene, the greater the dividends in the market will be.
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Video No.11 Concert Hotline has arrived. The earlier you get on the car, the greater the market dividend. [PR People] Its [Prince Entertainment] has established a project to communicate with more than a dozen domestic (foreign) top singers/groups, and has made an appointment period to help brands achieve screen-level influence... If you are interested, the QR code below is about ~
