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暑期剧集宣发观察:社媒多手抓,平台卷创意

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wen | xiniuyule shenwanting

编辑 | 朴芳

julijinnianshuqijieshujinsheng10tianzuoyou,jujishichangdegaokaipingshoujihuyichengdingju。

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微博、抖音、B站、小红书等,社媒多点开花

zaidangxiadejuxuanshengtaixia,yijiadudadeyingxiaomoshizaoyibu“ling”,weibohedouyinzuoweiliangdashemeizhuzhendichixufahuizhegezideyoushibeigeleijujinarushuqijujixuanfabixuanxiang,bingbuduanyanshengchuxindexuanchuanwuliao、hudongfangshichudadaogengduoquancengdeyonghu。yucitongshi,bzhandeerchuanghunjian、xiaohongshudeyuanshengugcneirongdengdouzaijinnianshuqidangzhutuizhebaokuanjujichuquan。

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lingyifangmian,douyinpingjiejudadeliuliangchihepangdadelurenpanyexiyinzhegengduojujijiangqilieruxuanfadeshouxuanzhendi。guandouyuyirenfabudejingcaijijin、huaxu、zhuchuanghudongdeng,yijidarenmenhezilaishuiyonghudeerchuangneirong,douzuoyongyujujideredufajiaohechuanbo。

yishuqichuangxiadouyinjujibangreduzhilishizuigaojilude《meiguidegushi》weili,gaijuzikaiboqianjiuyumaileyixiliejingcaipianhua、zhuyaorenwuguanxixian、jinjutaicidengredianneirong,suizhejujidebochuchixugenjinzengjiahuatiredu,jiazhiyonghumendejijicanyuhe“anli”jinyibuzhutuijujikoubeifajiao。qizhongjulilingengxindejingdiantaici“beijingdaodiyousheizaia”chenggongchuquan,bujinbeiwangyoumenhuashijianjixiaoliaobaichu,haibeigediwenlvnalaizuoweizhuanchangshipinxuanchuanzijialvyouziyuan。

ciwai,bzhan、xiaohongshuzaijinnianshuqidejujiyingxiaozhongyezhanjuzheyixizhidi。birudaxiangshuqidangkaijudediyida“heima”《moyuyunjian》zaibzhanlidejianjishipindahuo,youqishijuzhongfanpaizhanggongzhudegaoranhunjianshouhuolechaobaiwandebofangliang,shenzhibeibanyundaozhanwaituijianjiluren。erzaixiaohongshunei,gaijuyerenqigaozhang,shouhuoduopianzilaishuibaokuanqianzanbiji,“wujinyan:yazibibaoxingnvzhu”yidudengshangxiaohongshuredianbangtop5。

长视频平台宣推玩法再出新

duiyuzhangshipinpingtaieryan,shuqidangshigejiamijitaiju、zhaolanhuiyuandezhongyaoshijianduan,tamenhuishishitoufanggengduodeziyuanduitoubujujijinxingxuanchuan,zaizheigeguochengzhongyanshengchuleduoyanghuadechuangxinwanfa,jinhouyenenggouyingyongdaopingtaiqitayingshineirongzhong。

qiyishijiaoseaichengpingtaijuxuanxinfengkou,tengxunshipinheaiqiyishizhuyaowanjiadaibiao。

《zhangxiangsi2》kaibohou,tengxunzaizhanneiweigaijushangxianlejiaoseaigongneng,shiyonghunenggouyiyuyinduihuadexingshiyuzijixiaidejiaosejinxingshenduduihuahehudong,haikeqinshentiyan“qiangxuanchicu”“fangfengbeijiaohuixiaoyaoyoulizibao”dengjuzhongjingdianjuqingqiaoduan。fensibuzaishidanchunzhuijuershichengweigushideyibufen,zheiyihudongwanfashenzhibijujineirongchuquangengkuai。

aiqiyizezaipingtaineituichule“taodou”bankuai,bingyuweiboshuangduanlianheshangxianleyipiaijiaosehao。zaipingtaiduan,yonghukejinru“taodou”xuanzezijiganxingqudejiaoseliaotian,ru《tanggui2》bochuqijianjieliantuichuledangejiaoseduihua、xiaojuchang、tuiliyouxi、duojiaosequnliaosizhongwanfa。zaiweiboduan,yonghukezaifabohuopinglunshi@yibojudeaijiaosehao,tajiuhuishanxiandaopinglunquyuyonghuhudong,muqianyishangxianjiaosehaodejujibaokuo《canglanjue》《yunzhiyu》deng。

qiershijieheyiyouxuanfaziyuanzaizhanneihuashizhenghuo。ru《nibixingguangmeili》bochuqian,hunanweishiyumangguotvliandongshuangpingtai“mangxiip”weijujihuashizaoshi,bingjiangtansongyunyumangguojujideshenhouyuanyuanrongrudaoxuantuizaoshizhong,00houbaogaimoxingzhenghuoshiyugao、dujiamangguoweiyugaodengchuangyiwuliaoyinfaguanzhongguanzhu、weikaibozaore。

zairuaiqiyizai《tanggui2》zhongchuangxinxingdiyingyonglepubutexiaodanmu,pingjiejiqiangdezhijuechongjihenianqinghuadebiaoda“yingkong”guanzhongdezhuyili,jiehejuqingdewangengshuapingdanmuqudetongshiyeweipinpaikaipileyitiaoxindepuguanglujing。

qisanshijujishouhouweipingtaidailaikeguandezhangweixiaoying。ruyoukuzai《moyuyunjian》bochuhouxunsubuzhuodaoyonghuduiyu“feichangxiaozhang”cpdereqingxuqiu,zaibangeyuedeshijianneiliandongjufangwanchenglenannvzhuhunhoufanwaipiandechuangzuo、paisheheshangxian,kancheng“zuiqiangshouhou”,yerangshichangkandaoleyoukudeneirongshengchannengliheduiyonghudechaokuaixiangyingsudu。

youru,aiqiyishangbannianhuodechaogaopingfendejingpinduanju《wodealetai》zaishuqilaidaojujipaishedijubanleyichangkuangyeyinlehui,zhanxianchujiqiangdezhangweishengmingli,yeshiaiqiyizaijuji“shouhou”fuwushangdeyouyiciyongganchangshi,haituidongleyingshiyulvyoudeshenduronghe。

youyinianshuqidangjijiangluomu,buguanshishejiaoduandeduoyanghudongmoshihaishipingtaiduandechuangyixuantuiwanfa,douzaijujishichangliuxialelingrenyinxiangshenkedezuji。buguoguigenjiedi,haodeneirongyongyuanshijujichenggongchuanbodejichu;womenyiranqidaiweilaihuiyougengduozhidedalixuanchuandejingpinjujichuxianzaidazhongshiyezhizhong。

本文为转载内容,授权事宜请联系原著作权人。

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暑期剧集宣发观察:社媒多手抓,平台卷创意

zhangshipinpingtaixuantuiwanfazaichuxin。

图片来源:界面图库

wen | xiniuyule shenwanting

编辑 | 朴芳

julijinnianshuqijieshujinsheng10tianzuoyou,jujishichangdegaokaipingshoujihuyichengdingju。

buguohuiguzhenggejujishuqidangdejingzhenggeju,wulunshijufanghaishipingtairengshichulehunshenjieshujijiqiangduoguanzhongdezhuyili,zaishejiaomeitiduanheshipinpingtaineiguangfanbuju,qizhongbufachuquandexuantuiwanfahechuangxindexuanchuanxingshi,weijujichuanbotigonglegengduodekenengxing。

微博、抖音、B站、小红书等,社媒多点开花

zaidangxiadejuxuanshengtaixia,yijiadudadeyingxiaomoshizaoyibu“ling”,weibohedouyinzuoweiliangdashemeizhuzhendichixufahuizhegezideyoushibeigeleijujinarushuqijujixuanfabixuanxiang,bingbuduanyanshengchuxindexuanchuanwuliao、hudongfangshichudadaogengduoquancengdeyonghu。yucitongshi,bzhandeerchuanghunjian、xiaohongshudeyuanshengugcneirongdengdouzaijinnianshuqidangzhutuizhebaokuanjujichuquan。

yifangmian,weibojiyuzishendeshenhouwenyuziyuanji“shejiao+neirong”shuxingdengjihushimeigejujixiangmudouhuixuanzedexuanchuantuiguangpingtai,ercongjinnianshuqidanglaikan,yuelaiyueduojujizaijingyingweibozhendishiyuefazhuzhongyonghudechenjinganhecanyugan。

liru,shouguanbujiudekoubeibaokuan《tangchaoguishiluzhixixing》guanbozaijujibochuqijianhuijiehejuqingzouxiangjiangmeirigengxindeweibohuafenwei“「xi」xingyuse”“「xi」xingtujian”“aguibaguashe”dengbutongdebankuai,baokuogushixiangdejuzhao、pianchangquwen、fupananjianxiansuodengfengfuneirong,bingzaimeigedanyuananjianmidijiexiaoqianfaqi“sheishizhenxiongpiaoxuanhuodong”,daidongguanzhongzhishenyudatangzhangandeguimichangjingzhongyuzhujiaotuanmenyiqizhuo“gui”tanan。

xuduojujihaihuizaiguanbocehuadabangrenwu、erchuang、jupingdengbutongxingshidehudongleihuodong,diaodongyonghuzifajiarudaojujichuanbodajunzhizhong。ru《zhangxiangsi2》zaikaiboqiankaiqi#zhangxiangsixinsuibang#,tongguodabangjileixinsuizhidexingshikehuodeduiyingjiaosedezhuanshu“anwei”;《duhuanian》faqi#duhuaniandujujiangxinerchuangzhaojiling#huatixiangyonghuzhengjierchuangshipin;《jiubudejianchaguan》lianheduogexingyedavfaqilingyuliandongkepuhuodong,guligengduoyonghucanyulejieweijianxiangguanzhishi,dengdeng。

lingyifangmian,douyinpingjiejudadeliuliangchihepangdadelurenpanyexiyinzhegengduojujijiangqilieruxuanfadeshouxuanzhendi。guandouyuyirenfabudejingcaijijin、huaxu、zhuchuanghudongdeng,yijidarenmenhezilaishuiyonghudeerchuangneirong,douzuoyongyujujideredufajiaohechuanbo。

yishuqichuangxiadouyinjujibangreduzhilishizuigaojilude《meiguidegushi》weili,gaijuzikaiboqianjiuyumaileyixiliejingcaipianhua、zhuyaorenwuguanxixian、jinjutaicidengredianneirong,suizhejujidebochuchixugenjinzengjiahuatiredu,jiazhiyonghumendejijicanyuhe“anli”jinyibuzhutuijujikoubeifajiao。qizhongjulilingengxindejingdiantaici“beijingdaodiyousheizaia”chenggongchuquan,bujinbeiwangyoumenhuashijianjixiaoliaobaichu,haibeigediwenlvnalaizuoweizhuanchangshipinxuanchuanzijialvyouziyuan。

ciwai,bzhan、xiaohongshuzaijinnianshuqidejujiyingxiaozhongyezhanjuzheyixizhidi。birudaxiangshuqidangkaijudediyida“heima”《moyuyunjian》zaibzhanlidejianjishipindahuo,youqishijuzhongfanpaizhanggongzhudegaoranhunjianshouhuolechaobaiwandebofangliang,shenzhibeibanyundaozhanwaituijianjiluren。erzaixiaohongshunei,gaijuyerenqigaozhang,shouhuoduopianzilaishuibaokuanqianzanbiji,“wujinyan:yazibibaoxingnvzhu”yidudengshangxiaohongshuredianbangtop5。

长视频平台宣推玩法再出新

duiyuzhangshipinpingtaieryan,shuqidangshigejiamijitaiju、zhaolanhuiyuandezhongyaoshijianduan,tamenhuishishitoufanggengduodeziyuanduitoubujujijinxingxuanchuan,zaizheigeguochengzhongyanshengchuleduoyanghuadechuangxinwanfa,jinhouyenenggouyingyongdaopingtaiqitayingshineirongzhong。

qiyishijiaoseaichengpingtaijuxuanxinfengkou,tengxunshipinheaiqiyishizhuyaowanjiadaibiao。

《zhangxiangsi2》kaibohou,tengxunzaizhanneiweigaijushangxianlejiaoseaigongneng,shiyonghunenggouyiyuyinduihuadexingshiyuzijixiaidejiaosejinxingshenduduihuahehudong,haikeqinshentiyan“qiangxuanchicu”“fangfengbeijiaohuixiaoyaoyoulizibao”dengjuzhongjingdianjuqingqiaoduan。fensibuzaishidanchunzhuijuershichengweigushideyibufen,zheiyihudongwanfashenzhibijujineirongchuquangengkuai。

aiqiyizezaipingtaineituichule“taodou”bankuai,bingyuweiboshuangduanlianheshangxianleyipiaijiaosehao。zaipingtaiduan,yonghukejinru“taodou”xuanzezijiganxingqudejiaoseliaotian,ru《tanggui2》bochuqijianjieliantuichuledangejiaoseduihua、xiaojuchang、tuiliyouxi、duojiaosequnliaosizhongwanfa。zaiweiboduan,yonghukezaifabohuopinglunshi@yibojudeaijiaosehao,tajiuhuishanxiandaopinglunquyuyonghuhudong,muqianyishangxianjiaosehaodejujibaokuo《canglanjue》《yunzhiyu》deng。

qiershijieheyiyouxuanfaziyuanzaizhanneihuashizhenghuo。ru《nibixingguangmeili》bochuqian,hunanweishiyumangguotvliandongshuangpingtai“mangxiip”weijujihuashizaoshi,bingjiangtansongyunyumangguojujideshenhouyuanyuanrongrudaoxuantuizaoshizhong,00houbaogaimoxingzhenghuoshiyugao、dujiamangguoweiyugaodengchuangyiwuliaoyinfaguanzhongguanzhu、weikaibozaore。

zairuaiqiyizai《tanggui2》zhongchuangxinxingdiyingyonglepubutexiaodanmu,pingjiejiqiangdezhijuechongjihenianqinghuadebiaoda“yingkong”guanzhongdezhuyili,jiehejuqingdewangengshuapingdanmuqudetongshiyeweipinpaikaipileyitiaoxindepuguanglujing。

qisanshijujishouhouweipingtaidailaikeguandezhangweixiaoying。ruyoukuzai《moyuyunjian》bochuhouxunsubuzhuodaoyonghuduiyu“feichangxiaozhang”cpdereqingxuqiu,zaibangeyuedeshijianneiliandongjufangwanchenglenannvzhuhunhoufanwaipiandechuangzuo、paisheheshangxian,kancheng“zuiqiangshouhou”,yerangshichangkandaoleyoukudeneirongshengchannengliheduiyonghudechaokuaixiangyingsudu。

youru,aiqiyishangbannianhuodechaogaopingfendejingpinduanju《wodealetai》zaishuqilaidaojujipaishedijubanleyichangkuangyeyinlehui,zhanxianchujiqiangdezhangweishengmingli,yeshiaiqiyizaijuji“shouhou”fuwushangdeyouyiciyongganchangshi,haituidongleyingshiyulvyoudeshenduronghe。

youyinianshuqidangjijiangluomu,buguanshishejiaoduandeduoyanghudongmoshihaishipingtaiduandechuangyixuantuiwanfa,douzaijujishichangliuxialelingrenyinxiangshenkedezuji。buguoguigenjiedi,haodeneirongyongyuanshijujichenggongchuanbodejichu;womenyiranqidaiweilaihuiyougengduozhidedalixuanchuandejingpinjujichuxianzaidazhongshiyezhizhong。

本文为转载内容,授权事宜请联系原著作权人。