I learned with Zhou Xingchi and Zhang Yimou to shoot information flow advertisements here

The Spring Festival has passed, but the major films on the big screen of the Spring Festival file are still vividly remembered, outside the big screen, the small screen is also a hundred contending, all kinds of advertisers commercial short video advertising compete for glory, major brands and companies have entered.

The small screen does not have "Spring Festival file", "summer file" and "National Day file", and it is filled with smoke and smoke all year round.

Many well-known directors in the film and television industry, they use their own style to label the film; they have achieved many classic bridges. In the evaluation of movies on the big screen on Douban, the words "character setting", "mystery suspense", "emotional fluctuations", "dramatic conflict", "post-production work such as fuhua Road BGM" are often seen; the small screen is also the same.

The "workers" who have run in-feed ads must know that the creativity is directly facing the user, and if the creativity cannot successfully attract users, then everything done later will be zero. In the era of short video for all, as an important form of expression of performance advertising, the freshness, relevance, diversity and periodicity of creativity will have a direct impact on the CTR of the account. Therefore, over the years, the familiar bridge section has been remade, you must have seen the classic clip of the dating social advertisement imitating "Journey to the West", you must have also seen the classic scene of the e-commerce industry imitating "Infernal Affairs", and the audience's requirements for short video advertising on the small screen are constantly improving;

Behind art and business is the essence of human film and television, and the perfection of every director (screenwriter). Whether it is from the advertising film, or to the advertising film, it has its own distinctive characteristics, and now commercial short video advertising has become a "must fight for soldiers" place. Today's article we will talk about the "screen" routines behind commercial short video advertising.

01

Stephen Chow's nonsense is funny

The word "nonsense", originally a local saying in Guangdong, refers to a person doing things and speaking without logic, which is difficult to understand, in modern parlance, that is, the person does not play cards according to the routine. Xingye's development of the nonsense style and the use of pure fire make the public fall in love with the nonsense style. Just like you must remember "eight eyes to appreciate, enjoy the flowers and enjoy the moon and enjoy the autumn fragrance", the same style is widely used in the information flow commercial short video advertising, taking the two advertisements of the "Taobao Special Edition" as an example.

The first advertising video - led by the blind date bounty, the low-priced purchase of the lowest-priced high-grade paper towels as a clue, attracted three high-end son-in-law to unveil. The confessions of the three sons-in-law are presented in an anti-sublime, anti-elite, and anti-logical nonsense manner. Cleverly integrated with product introductions while entertaining the public.

Different from the traditional low price, ultra-low price, jump price of the flat direct narrative, this bounty video is reminiscent of the familiar Tang Bohu point Qiu Xiang bi tragic plot scene, negative feedback is very low and the audience has expectations for the reversal of the ending, even if it is known that there is advertising content in the middle, but it will also watch the video for the expected results of the heart.

The second video begins with an empty head and an interesting question sentence, and this type of opening focuses on the copywriting. What kind of scene is it when toilet paper becomes a person? The audience's appetite has been attracted by this copy. Seeing this copywriting made me think of Stephen Chow's "Hundred Variable Stars" with rich imagination and design. The nonsensical comedic element runs through the entire video, with the live-action playing toilet paper, with character characteristics, and it is easy to mention the audience's interest. The final product introduces a very natural, 9 mao and 19 yuan contrast, as well as the expressiveness of the actress, making the whole short video advertisement vivid and interesting.

The completion rate of short videos will directly increase the recommendation of videos in traffic, forming a positive recommendation growth; information flow advertisements in the shooting style of costumes and Hanfu are also more likely to explode, but it should be noted that the matching of costumes, chemicals, and Channels, scenes and actors' performances, and positioning is the key to affecting whether potential users are "playing".

02

Hitchcock-style suspense

Few suspense film directors dare to say that they have not been influenced by Hitchcock in their creations, and a film and television work always begins with conflict and ends with the resolution of conflict. Hitchcock's suspense has countless characteristics that have been paid tribute and inheritance by posterity, and also in the information flow short video advertising industry has also been fully borrowed, and girls receiving persecution and chasing are hitchcock's common weapons to increase suspense. It's like this advertising video of "Taobao Special Edition".

This advertisement is an upgraded version of the street interview, which is different from the traditional one-question-and-answer interview, and the video features a man with a sharp weapon chasing the girl in front of him while shouting: Liar. Chase, sharp weapon, girl, liar, for the opening, the first three seconds of eye-catching directly with "contradiction and conflict" as the beginning, it seems to be an "interesting" story.

Catch the audience will have the psychology of noisy street to see the liveliness, throw out the selling point of the product. However, in the performance of such short videos, pay attention to proportions, and at the same time, the actors must be convincing in fact and undertake, otherwise it is easy to bring a high negative feedback rate and affect the video magnitude.

Or Taobao special price version of the advertising video, this time the opening directly throws out the contradiction point, "conflict" instantly attracted the attention of the audience, different from the traditional beauty sister artificial customer service, added a contradiction and conflict as an eye-catching introduction point of the video, more likely to attract users. And in the transition field, the "conflict" and the solution echo, and the whole logic is more compact. The Q&A cleverly answers the user's concerns one by one.

03

Zhang Yimou's color aesthetics

From "Red Sorghum" to the opening of the Beijing Olympic Games, from cinematography to actors to directors, Zhang Yimou is not only a film and television practitioner, but also a fashion trend. When it comes to Zhang Yimou's films, the first thing that comes to mind is his composition and color use, the photography and the theme are closely linked, the big red of the Dionysian culture of "Red Sorghum", the golden yellow of the full screen of "Full of Golden Armor", through the shape, color, light and other techniques of photography, sublimate and render the entire film. This technique is also fully borrowed by the information flow short video advertising, especially the food advertisement. Just like in the "Meituan Preferred" advertisement.

Crimson cherry, light red strawberry opening, crystal clear and beautiful and delicious, the bright background of the fruit is fully bloomed mouth-watering, especially at the end there are pink peaches tempting crime. Cooking or roadside stalls full of color and flavor, in the daily breakfast, lunch, dinner to eat what to eat "migrant workers", the overall CTR is better;

However, the food class of information flow view video advertising, for the shooting method and lighting and editing requirements are relatively high, if the overall tone is dark, the overall effect of the video will be much worse. Of course, it is also very important to pair it with a relatively pleasant BGM.

Orange Heart preferred advertising video, the video seems to be able to feel the aroma of the fruit, cocoa is half full, with vivid BGM, I can feel the saliva in my mouth is secreting. The appeal of this video is the prime time of the first 5 seconds, guided by food, awakening the sense of taste, and this kind of short video opening is very popular.

04

Wang Jing's hormones

In addition to the fit of "Mou Girl" and the role, you have also heard of the sexiness of "Crystal Girl". Director Wang Jing has always been a leading figure in Hong Kong cinema, directing many classic films, and is a well-deserved "king of quantity" in the history of Hong Kong cinema, and has also won a number of sexy goddesses. Qiu Shuzhen, Weng Hong, Shu Qi, and Zhu Yin have all been deeply rooted in the hearts of the people. Undoubtedly, beauties add a lot of color to all kinds of works, and they also attract attention. Burning the hormones of the audience, like the advertising video of "Dingdong Buy Vegetables".

The psychedelic music and the enchanting dance posture are pleasing to the eye, and it is not only men who love to see beautiful women, but also a large number of women. A wave of harvesting for male and female users, the attraction of beautiful women is incumbent upon.

05

Fan economy - traffic is king

In today's era, there are many movies with Douban scores of no more than 5 points at the box office but hundreds of millions of dollars. We don't comment on the good or bad of the movie, this is a matter of benevolence and wisdom, but their box office appeal and commercial value are vividly expressed, because they have a large number of fans. Fan economy is a business operation model that obtains economic and social benefits by enhancing user stickiness and obtaining economic and social benefits in the form of word-of-mouth marketing.

Now, the Internet has broken through the shackles of time and space, and the fan economy has been widely applied to cultural entertainment, selling goods, providing services and other fields. It is also widely used in the short video advertising industry. For example, the screen recording of "Tencent Video", Song Yaxuan's solo dance solo.

Song Yaxuan is a member of the boy singing group Times Youth Group and has a large fan base. In particular, Xiao Song's continuous appearance in "Ace to Ace" has harvested countless fans and sisters and mother fans. Today, with the rise of the post-00s army, I don't know a little brother who can't say that I know where the hot spots are! I don't know where the hot spots are, how can your short video ads explode?

Commercial short videos are highly compressed film and television dramas, and information flow advertisements are high-quality short videos that directly hit short-term and efficiently reflect high commercial value. Successful information flow advertising also needs to use the structure and method of the film, which can be seen in the tube.

In the era when content is king, information flow advertising needs to jump out of the inherent cage and win the world with content characteristics. Creativity is unlimited, but artistic techniques are the same, information flow advertisers should learn to skillfully absorb and pay tribute to the artistic techniques of the big screen in the infinite creativity, and use the techniques of taking its essence to achieve the double improvement of value and quality.