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Looking back at the variety market in 2020, before and after the effective control of the epidemic, two completely different scenes have been brought:
In the first half of the year, the unstable factors of some variety show recording and scheduling increased, and cloud publishing methods such as cloud recording, same frame connection, and Vlog perspective came into being. However, due to the reduction of normal programmatic advertising, advertisers have concentrated on private domain traffic and cautiously handled entertainment marketing, which has also led to the lack of sponsorship of more than 10 cloud-recorded variety shows.
However, due to the epidemic, categories such as durable consumer goods, cloud office/learning and green travel have exploded compared with the past, and the demand for market expansion has made these types of brands the biggest potential customers after the recovery of the variety market.
In the second half of the year, the variety market has completely warmed up, and various platforms have adopted the practice of "protecting the old and reducing the new", and the popularity of the new program "Sister Riding the Wind and Waves" in the variety N generation of Zatui has become a phenomenon-level topic. It follows the draft model but raises the age to 30+ and plays the female label; it has received up to 16 brand sponsorships, but customers are in stages according to the official lineup - theme song debut - program premiere, which is rare in the variety implant market.
After the outbreak of the epidemic, the conversion ability has also become an important assessment indicator for brand launch, and the competition for live e-commerce, fan economy and other scenarios has become more intense, and brands have also begun to explore the precipitation of variety show traffic into the private domain field they have built. Therefore, live streaming with goods has become a new normal in the variety market last year, e-commerce, fashion rises, with goods variety shows, trend variety shows ushered in a small climax, Li Jiaqi, Wei Ya has become a regular variety show, the cross-border live broadcast of programs and e-commerce platforms has also become a major interest of the brand.
It is undeniable that the variety show sponsorship format has shown great changes in the past year. Entertainment Capital and Seconds Hand system launched the "2020 Variety Show Sponsorship Evaluation List" for effect evaluation, and found that the head network comprehensive N generation has maintained a close cooperative relationship with the title provider, 10 of the TOP15 are the total crown identity, but there are also brands in it to find new opportunities, the net red beverage Yuanqi Forest and the emerging makeup brand Fan Milin are examples of relying on new programs to start the volume.
In general, new programs with "star competition" as the core extension of the new program to compete for market share, FMCG and the Internet and other industries to increase the network synthesis, the brand is optimistic about the increase in the variety show sponsorship market, but prefers new scenes and gameplay that can achieve effective transformation. The interesting changes produced in 2020 will further affect the development of the variety show sponsorship market in the post-epidemic era.
The epidemic has spawned variety show sponsorship rookies, online education and self-heating food brush screens
Last year, the online education industry seemed to press the accelerator button. According to the data of Tianyancha, as of October 2020, 82,000 new online education enterprises have been added, and the total amount of industry financing has exceeded 50 billion yuan, and the ape counseling financing has been carried out three times in one year, and the operation help financing has been twice, which can be described as standing on the cusp.
This also gives the online education industry the capital to burn money. According to public financial report data, the four brands of Ape Tutoring, Xueersi Online School, Homework Help and Who to Learn with have reached 1.5 billion yuan, 1.2 billion yuan, 1 billion yuan and 800 million yuan respectively in the summer marketing and promotion budgets of 20 years.
One of their major actions is to frequently brush their faces in variety shows and evening programs, and show the characteristics of preferring satellite TV exposure and tending to small-scale equity delivery.
According to incomplete statistics, the number of variety show cooperation brands in the online education industry exceeded 30 last year. Among them, 6 brands have carried out large-scale total crown cooperation, homework help live classes have the greatest intensity, and the 3 programs with titles are from Hunan Satellite TV.
In addition to the homework help live class, which is deeply bound to the Hunan department platform, there is also Guagualong English. Homework Help Live Class is a partner of "Hi Sing Up 2" and "Longing for Life 2"; Guagualong English has sponsored Three programs of Mango TV in the third quarter of last year, "Sister Riding the Wind and Waves", "Wife's Romantic Trip 4" and "Wonderful Little Forest".
Word-of-mouth comprehensive N generation is also particularly favored by online education brands. Homework Help Live Class appeared as a special sponsor and designated product in "Run" and "Strange Story 7", and Zebra AI Class continuously cooperated with "Chinese Restaurant 4", "Crossover Singer King 5" and "Happiness Trio 3".
Interestingly, many online education brands have carried out brainwashing marketing, similar to the advertising slogan bombardment of "online lessons, tutoring with apes" and "famous teachers have big moves, more efficient problem solving". However, in the implantation of variety shows, they send out teachers to carry out program linkage to try to highlight the quality of the brand.
Ape counseling is a more prominent example. It has obtained the rights and interests of the only registration and selection channel of the APP in "The Strongest Brain 7", which is also the third cooperation of the program with the ape counseling registration channel. In "Ace vs. Ace 5", ape tutoring also obtained an independent link of "online answering time", in which the ape tutoring master gave the questions on the spot, and the scene of the interactive answering of the guests of the program was exposed.
Sponsored the zebra AI class of "Chinese Restaurant 4", and launched the free course of "Zebra Looking at the World • Chinese Restaurant Special", through 8 sessions of content, children can learn the special food and cultural characteristics of 6 major cities along the Yangtze River route with North American foreign teachers.
Situational dialogues and small theaters are also common implants in the show. In "Sister Riding the Wind and Waves", Guagualong English does not seem to fit well with the female label, but it uses two stars who have been married and have children, Huang Shengyi and Lan Yingying, to find implant opportunities in the dialogue between the two about the difficulty of learning English for children.
In addition to online education, self-heating food has also attracted capital attention due to the growth of demand for the epidemic, and a total of 4 financing incidents occurred last year, which also made self-heating food cooperate with a total of 7 programs in 20 years.
Similarly, self-heating food is also dominated by small rights and interests cooperation, and only the self-heating pot holds the crown identity in "The Unknown Table". The self-hi pot is also the most powerful, like young talent shows, convenient to capture potential young consumer groups. Self-heating food attaches great importance to the exposure of the dining scene in the program, and the core publicity appeal is reflected in the convenience and speed, and the teaching plot of customized guidance on how to eat is biased.
For example, in "Chinese Restaurant 4", the small stove will bind the product to the restaurant counter, and the fixed scene can be exposed when making drinks and meals; in addition, it will also carry out in-depth plot implantation, let the celebrity guests use it as a hungry food between business hours, and introduce the taste and use method through oral broadcasting.
The public's pursuit of entertainment content during the epidemic actually corresponds to the growth opportunities of different industries, and also allows these two categories to seize the opportunity to build brands and achieve user conversion in the valuable customer acquisition window. In the face of post-epidemic market competition, variety show traffic has also become an effective way to long-term online operation and maintain user penetration, although these two types of customers may not be able to continue to achieve secondary large-scale launch this year, but for the variety show market, one or two potential customers who are willing to spend money every year are good for the overall commercial realization.
Transformation ability into a benchmark, brand variety show monetization of new trends
In addition to the impact of the objective factors of the epidemic, it is worth noting that the continuous expansion of content marketing and monetization scenarios has brought about some new trends in business models.
The first is the matrix of variety content, derivative content has the ability to independently attract investment, and brands can carry out long-term cooperation around the same IP. This includes the form of brand customized derivative programs, such as Huawei Glory mobile phones that sponsor "Creation Camp 2020", and the cooperation with the B station Top 100 UP main small film to cooperate with the derivative program "Glory Creation Camp Melon Field", which is also a relatively rare topic outside the program of mobile phone brands.
Another form is that the brand does not sponsor the program, but is willing to carry out derivative cooperation outside the program because of the IP influence. Milk powder brand Royal Meisu Jia'er through the "This is Hip Hop 3" spin-off program "Master! I'm Going to Dance" finds incisions that both match the target audience and can be marketed for trend culture.
After the end of "Talk Show Conference 3", Jingdong successively customized the "Talk Show Conference Season 3.5" program on Double Eleven and the New Year's Eve program "Talk Show Anti-New Year's Eve" sponsored by Tencent, which is also a young consumption space brought by the rise of talk show culture, so that the platform can win with a more vivid brand image in the battle for shopping festivals.
Another new business model is the conversion link brought about by e-commerce live broadcasting. Last year was known as the "first year of live broadcasting with goods", and many variety shows combined with it to play the name of "direct conversion" to attract the attention of brand owners. Among them, different types of programs have also been extended, and in the early days, under the theme of "poverty alleviation", the live broadcast of helping farmers was implanted into the program, "Extreme Challenge", "Longing for Life", etc. have similar scenes of Via with goods, and there are "poverty alleviation" programs such as "We Are in Action 5" that directly go to poor areas for field selection.
Taking "Extreme Challenge 6" as an example, its regular guests entered the live broadcast of Oriental Satellite TV Taobao and interacted with Wei Ya's live broadcast room, among which Song Xiaobao and Deng Lun's coffee milk combination mainly promoted hanging ear coffee; Jia Nailiang and Wang Xun combined to promote pear paste; Yue Yunpeng and Lei Jiayin master-apprentice combination mainly promoted soba noodles. This hour of public welfare live broadcast, sales reached 6.613 million.
In the middle of the medium term, in the case of celebrities constantly entering the live broadcast field, celebrity/talent grass planting programs began to emerge, such as "Goose Outside Surprise" and "Thank You Na" are recorded on vertical screens, planted through the sense of entertainment brought by Liu Qian and Xie Na, and set up a real live broadcast room for direct purchase and consumption.
In the later stage, we can see the attempt to package "live broadcast +" with a mature variety show model, and there has been a variety show with goods with workplace competition/reality show as the core, and "Let's Sign a Contract" and "Struggle Bar Anchor" use live broadcast with goods to design the format, using it as a program link or scene, weakening the attributes of blunt commodity advertising, and becoming a new direction for follow-up variety shows.
For example, in "Let's Sign a Contract", the wine brand Jinshiyuan was specially sponsored and implanted in the program as a proposition during the contestants' live broadcast display. When it came to the team competition, the mentor Huo Nifang specially issued a task to let the players go to the jinshiyuan wine factory to share their "yuan" culture in their hearts and assess their own short video ability to carry goods in the form of field tour shooting, which is not only to achieve the transformation of the goods, but also a good opportunity for their own corporate culture publicity.
In addition, many program sponsors conduct PGC customized live broadcasts. Snowflakes with the title of "This is Street Dance 3" carried out a series of campaign on the Jingdong Super Brand Day, first through Wang Jiaer's star effect to create the first launch of new products in street dance custom cans, and at the same time released the topic story of "to be cooler together" on short video platforms such as Kuaishou and Douyin, driving the spread of new product activities; in the evening, through live activities, Ye Yin, the champion of street dance and other dance masters, were invited to perform, attracting fans to achieve sales of goods exceeding 58W+.
However, after the epidemic, the boom of live streaming with goods does not know whether it will cool down, and the variety shows with goods that have just explored the way are likely to become products of the epidemic, and cannot continue to open up more marketing opportunities for brand owners in the market as a mature program type.
There is also a trend that variety shows promote emerging industries, if the program IP and offline consumption scene linkage to build a new commercial space, then it will be a content integration marketing path that brand owners are very willing to see. Trend Partners is a case in point. It cuts from the trend, using the way of operating the store experience to do the export of national tide culture, in the program can see a lot of Chinese youth, Huili, BABAMA, Mark Huafei, KIKC and other national brands. In Shanghai, iQIYI and Shanghai Yuyuan Department Store jointly opened the first FOURTRY limited-time experience store in China, displaying and selling FOURTRY products, the same program and IP co-branded products.
Brand marketing can see the opportunities from these variety industry trends, one is that the monetization effect of content value is getting stronger and stronger, and in the time of long-term competition for online traffic pools in the future, variety shows can still bring advertisers a return dividend that can be expected. On the other hand, the gap between traditional consumption scenes and entertainment content consumption in the past has been further narrowed, and brands can find the combination of more and more variety shows and emerging consumption scenarios of Generation Z, and the imagination of multi-channel direct transformation in brand campaign will further break through.