iQIYI’s high-quality barrage advertising operation process and advantages!

After summarizing the many characteristics of iQiyi's barrage crowd and the barrage social party, in the face of high-quality barrage crowds with unique marketing value, brands must learn to use "barrage thinking" in combination with brand marketing activities to truly activate the young video barrage user group.

By analyzing the proportion of hot words in iQiyi's annual barrage in 2018, it was found that 77% of the barrage entries reflected the audience's emotional expression towards the plot or characters in the video, such as "routine", "really delicious", "big pig's hoof", "advise you to be kind", etc. Barrage has become the most direct social scene for young video users to express their emotions.

The barrage curve of iQiyi dramas shows that whenever the audience expresses their emotions of "love, hate, and vengeance" towards the characters or plots - the peak period of barrage, if brand advertising follows the high-energy plot points and captures the audience's attention at the first time with "emotional expression" advertising copy, it will gain more brand favorability and audience emotional identification. At present, iQiyi can use its AI intelligent system to intelligently filter the peak time periods for sending barrage comments, providing brands with more accurate golden "emotional points" for advertising marketing.

According to a survey of users of video barrages across the entire network, barrages are a source of joy for many users while watching videos. 81% of netizens open the barrage to get more laughs and highlights from the wonderful comments of others. Therefore, barrage has become the audience's biggest rigid demand for content G-spot.

Barrage has become an important carrier for netizens to discover more highlights and funny points in videos. Brand marketing should start from users’ core demands for barrage and explore more innovative advertising forms that can provide highlights. The [High-quality Barrage Advertising] launched by iQiyi allows brands to present more content highlights to netizens by "appreciating" the TOP500 high-quality barrages on the site. At the same time, it carries high-quality barrage content to showcase the brand image and win the love of more young netizens.

The survey found that 63.5% of netizens turned on the barrage in order to experience the atmosphere of watching a movie with more netizens, discover more common interests, and enjoy the fun of "you are not watching the video alone."

Because barrage has the powerful function of communicating and exchanging ideas among viewers under the same video content, it can be said to be one of the favorite "social tools" of contemporary young people. Nongfu Spring Tea Pi has teamed up with this summer's hottest IP "I Am a Singer-Songwriter" to test the waters for a new [Popular Barrage Advertising] collaboration. By locking in the 1V1 battle session in each issue, Nongfu Spring’s official barrage will launch a “Popularity PK Interaction” event, inviting more barrage users to support the stars and receive brand gift packs. In this way, Nongfu Spring once again appeared in the program content in a brand new form, achieving instant communication with users, allowing consumers to feel an unprecedented sense of interactive freshness and boosting the favorability of the new product.

In addition, extending hot topics based on IP content can also stimulate a strong desire for interaction among the barrage crowd. For example, in the recently popular TV series "Ice Breaking Operation", the hot topic #Is Cai Yongqiang a wolf# was searched frequently, and the discussion in the barrage was endless. Currently, the [Full Screen Barrage Floating Ads] developed by iQiyi is a new form of barrage ads that targets hot topics that netizens like to chat about while watching. Brands can leverage popular content and interact with users in real time based on hot topics, achieving two goals at once by leveraging exposure.