Short video marketing should not put the cart before the horse

From the summer film "All in One" to the November 11 film "Solid as a Rock," short videos have become a "grass planting machine," successfully attracting audience attention. From the data, the popularity of short videos directly affects the box office trend

From the summer film "All in One" to the November 11 film "Solid as a Rock," short videos have become a "grass planting machine," successfully attracting audience attention. From the data, the popularity of short videos directly affects the box office trend. Industry insiders point out that in today's film market, whoever seizes short videos can stand out and take a lead in the fierce competition.

The success of a film cannot be separated from promotion, and international film powers have highly specialized promotion strategies. Reasonable marketing not only expands the audience for the film market, but also plays a certain role in promoting the prosperity and development of the film industry. In previous years, China's film marketing mainly relied on content platforms such as Weibo and Douban. In recent years, with the continuous expansion of short video users and the enrichment of content ecology, the advantages in attracting and disseminating content have become increasingly prominent. Filmmakers take advantage of the situation and actively explore the organic combination of short videos and film and television content, opening up new frontiers for the dissemination of film and television works.

Short video platforms are pulling new and expanding the film market. At present, the main audience of the film market is shifting to the younger generation, and the sinking market is gradually becoming the main battlefield of the film box office. The user attributes of short video platforms highly overlap with the main audience of the film market. From this perspective, seizing short video marketing is to seize the sinking market and young people. After years of development, the film market inevitably encounters some bottlenecks. If we can make good use of the short video platform to attract more potential audiences who have not yet developed the habit of watching movies but have cultural and entertainment needs, it is of great significance for the incremental expansion of the film market.

Short video marketing provides more opportunities for mid to low back films to break the cycle. At present, the film market has a significant head effect, with a lack of box office for mid to low back films, which is not conducive to the healthy development of the market. In fact, many mid to low back films have excellent content quality, but without the support of big celebrities and big IPs, they are easily buried by the market. If short video marketing can play a crucial role, it can help increase the exposure of small and medium-sized films, break the box office dark horse, and inject more vitality into the film market.

Short video marketing is a double-edged sword, excessive marketing is like putting the cart before the horse, and the effect may be counterproductive. The marketing of several popular movies this year on short video platforms is quite competitive. Compared to the content, various behind the scenes tidbits and highlights may seem to have planted a lot of blockbusters for the film, but due to the average actual content, there are doubts about the accuracy of the shipment. More sensational than sensational, various videos of viewers crying incessantly flow out. When sensationalism and selling tragedies become common tactics in short video marketing, it can only lead to resentment and even backfire on movie word-of-mouth. It should be noted that short videos themselves are also cultural products that require continuous innovation. Only by exploring the rich connotations of film and television works in a unique way can we achieve efficient conversion between traffic and box office.

It should also be noted that short video blockbusters are not equivalent to screen blockbusters, and high traffic may not necessarily translate into high word-of-mouth. The public's eyes are bright, and if the film content itself does not have the potential for word-of-mouth fermentation, new audiences who rely on short videos will still choose to leave without hesitation. Movies are the spiritual food of the masses. Whether it is pursuing the momentary popularity on short video platforms or leaving a place in the hearts of the audience, it is worth every filmmaker's careful consideration. (Economic Daily)

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