Some time ago, on the Qixi Festival, a super-long commercial of Meituan came out. Different from the previous logo yellow and direct content, this time TVC was distracted and lasted more than 7 minutes.
Long video commercials are actually not uncommon. In recent years, it should be "The Last Transfer of Datang Mobei". At that time, both UnionPay and its suppliers were the commanding heights of public opinion in the circle, and it was also possible to get out of the circle. As expected.
But in the follow-up, I believe that everyone can also perceive the series of problems encountered in the transmission of the super-long commercial "Chuan Liu". The dissemination effect of "Chuan Liu" is not as out of the circle as everyone thinks, and even many people don't even know what "Chuan Liu" is, let alone the completion rate.
Under such a communication background, Meituan was able to spend 7 minutes to rub off on the hot spot of Qixi Festival, which is indeed courageous and courageous.
But in this day and age, will anyone really watch a video that is more than 7 minutes long? If a video of more than 7 minutes cannot solve the problem, is it a problem of strategy, a problem of creativity, or a problem of the content itself?
01 No matter how high-quality the content is, it can only hit some people
The core theme of Meituan this time is "One city, help me take care of one person" . At first glance, it has a bit of literary flavor, but once it is connected with Meituan, I think this insight is actually very clever. It can be simply understood as "the resources of a city's clothing, food, housing, transportation and other aspects can help you take care of the person you care about".
Because this video was released on Qixi Festival, and the content of the video is divided into three short stories, the corresponding groups are three different types of couples/individuals, one is the concern of different places, and the other is the concern of starting a business. Another is to focus on the complex emotions of Beidrift individuals.
A core concept talks to so many people, and can accurately capture the resonance points of the three groups of people. Personally, I think this theme is very nice.
And the creative level is also impeccable, whether it is creative insight, performance, video style, copywriting, etc., these points are indeed remarkable, and its agent W is an expert in this field, whether it is the previous "Little Sheep " The creative case of "We're Getting Familiar Soon" and the screen-swiping case of Li Zongsheng's New balance's "Every Step Counts" has its own unique style and in-depth insight, so there is no doubt that the content level is the top.
Why is it difficult for top content to get out of the circle in today's era? The core is still two points:
On the one hand, the platform is based on algorithm-based recommendations. Brands need to invest a lot of media costs, and the user acceptance of actively pushed advertisements is actually not high; After that, it is difficult to stop and watch such a long video.
So it's not the fault of the content, nor the fault of the users. In today's more complex communication era, it is difficult to use the word "swipe screen" to describe any current advertising case. Advertising communication can only do It hits some people.
02 Are short videos and non-traditional content the popular form of mainstream communication?
Aside from such long videos and heart-wrenching content, the short commercials actually have a regular duration of 30 seconds to 3 minutes, which is actually similar to the current short video duration, and at the same time, the style is also based on A joke, a funny way to present.
For example, "Find Wang Yuan for 1 Million Yuan" is presented with a sand sculpture temperament, but this type often fails to resonate with people in depth. It simply makes users laugh and cannot penetrate into the public memory.
In fact, if you take a closer look at the advertising cases that have come out of the circle in recent years, you will find that there is still a lot of telemarketing list eccentricity. Even if it has an absurd hardcore punk shape like "Little Pig Peppa", it is essentially trying to empathize with it. The public emotions evoked a warm feeling in the hearts of the audience's laughter.
Therefore, the form does not actually have much impact on going out of the circle. After all, going out of the circle requires a bit of luck. The key is whether the content itself has insight into the current point of public opinion on the Internet, and can accurately capture the emotions of the public.
But no matter what, I personally think that no matter what style or form, it is an amazing expression that can make people laugh or move people to cry.
Because all marketing actually focuses on people in the end, it is a good product or advertisement to meet the needs of people's life, and it is also a good product or advertisement to meet people's spiritual needs. bottom-u