Sina Marketing Breakthrough: Take the first homemade drama "Lala Promotion"

"The Lala promotion is not only a career story, but also an annual marketing story." "In Sina to join in the new media to create the first self-made drama" Lala promotion of the mind and set to shoot micro-film "Love in the Four Seasons" boot conference, the host said so. Sina began using social networks and browsing volumes to explore new models of profitability.

Breakthrough in the battlefield of homemade drama

In the TV drama copyright purchase of high pressure, the major video sites have fought the homemade drama. Throughout the development of the video industry, each site has a unique advantage: Baidu (micro-BO) has a strong search backing, Sohu has the entertainment base and the exclusive play advantage; Sina has news and Weibo. Sina Video channel director Ushu said, to "combine the advantages of Sina's own" to establish a "development of short video-oriented micro-video strategy", which "homemade project is an important part of the micro-video strategy."

Video of the war, in the final analysis is still popular and content of the war. The "Lala promotion" is 12 minutes long for each episode, trying to get the user's fragmentation time. Sina chooses already well-known "Lala", more easily arouse attention, short video of the main audience for white-collar workers, the workplace theme more easily accepted. Coupled with the advantages of Sina Weibo platform, combining social and video can provide an excellent way to gather popularity.

The great benefits of micro-films

In China's four major portal sites, although Sina has a better content, profitability is somewhat behind. The reason, Tencent, Sohu, NetEase have a lucrative game industry, and Sina in high-quality content and platform development is difficult to find a profit point. Sina has also begun to try new marketing models based on the growing influence and concern of the microblogging platform. Since last year, Sina began to launch a micro-video strategy to dig deep into its marketing value.

The film "Love in the Four Seasons", the use of content-related advantages implanted in a dairy brand advertising, this is the current micro-film general profit model. Compared to the TV ads, micro-films save a lot of costs, sufficient budget to make content more sophisticated, time can be extended to about three minutes. Sina Sales Strategy Center Director Ayyong that, for Sina, "the actual benefit is nothing more than the production and dissemination of content in two aspects of income generation", micro-Bo will be the best channel for micro-film delivery, through the media recommendations and the user's independent dissemination, the company's advertising effect will be very ideal. It is reported that Sina plans to toupai 100 micro-films this year, will be through advertising sponsorship, advertising implants and foreign sales to cash out.

Analysts believe that micro-video in social media outbreaks is inevitable, and its advertising format will change. With the establishment of the vast2.0 system (the intelligent advertising system of video platform), the background in the AD library to select high bid ads, show to the user. This will be the future of effect advertising, but currently micro-film is still a practice business. Some people in the industry said that Sina in the short term to achieve the breakthrough in the video industry is still difficult to see whether Sina in the news and micro-Bo dual platform, the micro-video marketing effect to maximize.

The formation of marketing industry chain

It is noteworthy that the Sina homemade drama also invited to "lovelorn 33 days" and "Beijing Love Story" of the marketing team to promote the whole process. The former has rich experience in making long play, the latter is very successful in the network promotion of TV series. This means that the marketing model of micro-film will affect the upstream and downstream of the industrial chain, through the joint effect, for the entire film and television industry to bring new opportunities. Ayyong, the network video on Weibo will be interactive with TV and other websites through social networks. The future development of the network video industry may promote the emergence of a big media circle.