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This May Fourth Youth Day
The short film of station B once again swiped the circle of friends
However, some people say that Ah B's short film this year is "off topic"-
It does not reflect the spirit of May Fourth, nor does it focus on young people
"At first glance, it's all the fault of the non-governmental self-media, and it's not 'May Fourth'"
So here's the question:
Why can a short film of "Not May Fourth" arouse heated discussions among young people?
Why is the May Fourth out of the circle brand, always Station B?
By answering these two questions, let's talk about the enlightenment brought by the May Fourth marketing of Station B.
How did the May Fourth short film of "No May Fourth" attract the attention of young people?
For the short film "The Great Magician" on Station B's screen, the @广告狂人 video account is introduced as follows:
On the occasion of the May Fourth Youth Day, Xiaopo Station and actor Zu Feng launched a deeply ironic comedy short film. Through clever metaphors, the film sharply criticizes the anti-intellectual content that is currently prevalent on the Internet, and also reveals the true portrayal of the Internet chaos, calling on everyone to remember the spirit of the May Fourth Movement, adhere to the pursuit of truth and seeking truth from facts, and jointly improve their own thinking ability. ”
Irony, comedy, sharpness, metaphor, just looking at the introduction has a hunch:
It's a short film with a lot of information.
Sure enough, in the nearly 4-minute duration, almost all the unscrupulous marketing routines spread on the Internet at the moment were named:
· Curiosity: "Chickens can grow four wings"
· Gossip: "Big stars can die eighteen times a year"
· Anxiety Making: "All Foods Can Cause Cancer"
· Set the script: "If you want to attract men to watch, make up a story about a sky-high bride price"
· Stir up the war: "First, we must grasp national hatred", "Second, we must grasp the mastermind behind the scenes", "Third, we must be absolute", "Finally, we must learn to grasp the details"
......
The advantage of a large amount of information is that the slots are dense.
If there are more slots, there will be more conversations; When there are more words, people's desire to express is aroused.
After all, whose family group does not have a few "not to turn is not Chinese"? Whose list doesn't have a few paragraphs "Luo Xiang said"?
The young people of the online generation have a deep resonance with the content revealed by the short film.
For them, life has never lacked slots, but there is a lack of "slot leaders" like short films.
Therefore, one of the reasons why this short film is out of the circle is to meet their need to release their disgust.
Of course, there is a downside to having a lot of information – it's easy to be verbose and patient-consuming.
In order to avoid the audience losing interest, the short film also has three major designs in the presentation technique:
One shot to the end, rhythm intensification, villain perspective.
The fast-changing scene can constantly bring visual freshness, and the silky and smooth transition strengthens the sense of substitution of the scene;
With the dense narration of "The Great Magician" and the drum beat soundtrack that pushes people to follow the train of thought, it leaves no time at all and makes the brain react tired (the last time I was coerced by the soundtrack like this, I was watching "Sherlock");
Of course, the most unique thing is Zu Feng's reproduction of the role of "Li Ya".
This classic villain from the TV series "Latent" was a good hand at stirring up the storm a hundred years ago.
With the help of his villain's perspective, the short film debunks the foolish tricks of the Internet era one by one, which on the one hand strengthens the absurdity of the short film and deepens the mockery of the anti-intellectual content that is currently prevalent on the Internet;
On the other hand, there is also a layer of profound intention to learn from history, using the historical lesson of "backwardness and ignorance will be beaten", the short film is intended to arouse the awakening of more young people and alert them to the paralysis of thinking power in anti-intellectual content.
Therefore, in the eyes of officials, instead of criticizing this short film as "not in line with the spirit of May Fourth", we should be more vigilant against falling into fundamentalism-
"Patriotism and progress" in the new era should not be the extremist "patriotism" of "seeing a big red dot, you will say that he is fine", nor should it be the formalist "progress" of "writing a few lines and saying that anyone with a soft temperament has to read";
"Democracy and science" in the era of self-media should not be the self-reliance of "bottomless traffic" and the "pseudoscience" of one-sided dissemination of information.
For contemporary youth, strengthening the ability to screen information and maintain the ability to think independently is the real medicine to avoid ignorance and backwardness, and it is also an effective practice of the May Fourth spirit of "patriotism, progress, democracy, and science".
A few enlightenments brought by the "May Fourth Marketing" of Station B
We all know that this is not the first time that Station B has been out of the circle with the "May Fourth" short film.
Since the swiping of "Hou Lang" in 2021, almost every year on May Fourth Youth Day, you can see the out-of-the-circle expression of Station B, and "May Fourth Youth Day to see what Station B will say this year" has even become the invisible expectation of many Station B users.
Although not every content is accepted by the public, we can still learn the following from its 5 years of trial and error and practice:
01 Long-term marketing: Have a consistent long-term theme
There are many ideas that fit the Youth Day, which can remember the pioneers, express longing, praise the feelings of young people, and speak for young people.
And the expressions of station B for 5 consecutive years actually have the same theme, that is, discussion
"What exactly is a young person? What kind of youth should we become? ”
Is it the current young generation (2021 "Hou Lang")? Is it the person of "Don't Be Blown Down by the Wind"? Or someone who is confused about the future but can clearly see the shortcomings of the adult world (2023 "I don't want to be such a person")?
Last year's How to Age Fast taught us that curiosity and a desire to explore are important signs of youth; And this year's "The Great Magician" requires us to be truth-seeking and rational thinking.
The answers given by Bilibili are not necessarily standard answers, but it is giving new answers every year, which also allows it to gradually internalize the May Fourth spirit into its own brand culture.
02 Stable output: It is necessary to have a flexible and novel variety of viewing angles
So in long-term marketing, how to maintain a stable output?
The answer given by station B is: constantly changing the perspective of observation.
"Hou Lang" sees the younger generation who are favored by the times; "Don't Be Blown Down by the Wind" responds to young people who "encounter difficult moments in life"; "I Don't Want to Be Such a Person" is a teenager who is troubled by adult troubles;
"How to Age Fast" shows a youthful spirit that treats age as a number; And "The Great Magician" reveals a topic of the times that needs to be solved urgently by young people.
From looking down on them to looking at them head-on, from facing the plight of young people from the standpoint of young people, to looking at the position of young people from the predicament of the times, the perspective of observing young people is changing, and the perspective of young people themselves is also changing.
These changes make "youth" no longer a label and a group of graphically shaped people, and these diversified expressions allow the public to see more real youth, and let Station B get closer to youth.
03 Be wary of preaching: show it, not tell it
Wicky King once said in "21 Days to Get the Screenplay" that presentation is about showing, not telling.
"If you have a question, put it out" and don't state the answer – because your answer isn't necessarily correct.
That year, "Hou Lang" became popular all over the Internet, but it was sprayed, which was the loss of preaching. It only sees one side of the youth world, but tries to guide the world's youth with one-sided experience, and those lofty and ethereal remarks only mark itself as a paternal, but not resonate with the youth group.
In comparison, this year's "The Great Magician" can be called brilliant. It only lists the current prevalent social problems in playful language, leaving the questions of "how to solve" and even "how to look" to the young people to find their own answers.
This kind of blank space in creation allows art to be in line with reality.
Finally, I would like to share with you a piece of cold knowledge:
A "villain" who is well versed in social media manipulation skills, but he stays away from social media;
The irony of art reaches its peak at the level of reality.
Screenshot from the movie "Drug War"
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