How to get the “traffic key” of the Winter Olympics hot spots?
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During the past Spring Festival holiday, Video Account was a hot topic. The festive season coincided with the Winter Olympics, which was double the joy. TVB's New Year interactive live concert, vertical screen live broadcast of the Spring Festival Gala, the opening ceremony of the Winter Olympics, the "top streamer" Bing Dwen Dwen and the melting of Xue Rongrong, and the women's football team winning the Asian Cup... How do hot spots explode? How can creators “take advantage of hot topics and grab traffic”? Today, Youwang Data will give you a list of these hot spots. Spring Festival Gala live broadcast 120 million views Opening a new era of vertical screen live broadcast Vertical screen live broadcast has precedent in Video Account. The previous Westlife concert was held in vertical screen format. For the Spring Festival Gala, vertical screen live broadcast is the first in forty years . The night before the live broadcast of the Spring Festival Gala, TVB held a warm-up event and invited Hacken Lee, Miriam Yeung, Julian Cheung, Ronald Cheng and others to start a star-studded concert. The nostalgia attracted nearly 34.63 million viewers into the live broadcast room. On the night of TVB’s live broadcast, the video account live broadcast plaza was revamped to pave the way for the Spring Festival Gala live broadcast. The Spring Festival Gala has become an indispensable ritual for Chinese people at home and abroad. This year 's Spring Festival Gala of the Year of the Tiger will be exclusively live-streamed in vertical screen on Video Account for the first time . The vertical screen perspective is more suitable for presenting the head-to-body ratio of the characters . When we pick up our phones, we can have a more detailed, immersive and vivid stage experience . According to official WeChat introduction, as of the start of the Spring Festival Gala live broadcast, a total of 1.95 million people had made reservations for the live broadcast on the video account. During the four and a half hours (excluding the one-hour warm-up) of the Spring Festival Gala live broadcast, a total of 120 million people flocked to the video account Spring Festival Gala live broadcast room to watch, and the total number of likes exceeded 350 million . The live broadcast room is filled with everyone's New Year's blessings and hopes for the new year. △ Spring Festival Gala live broadcast barrage word cloud Screenshot source: Youwang Data-Live Monitoring This live broadcast also saw many new interactive gameplays: (1) All-round drainage If the previous phenomenal live broadcasts on Video Account were brought about by users’ social sharing, then this Spring Festival Gala live broadcast was the result of WeChat’s all-round traffic diversion. WeChat’s Discover, Live, Live Square, Search, Watching and other scenarios all recommend the Spring Festival Gala in prominent positions. It can be said that as long as you open WeChat, you will not miss the Spring Festival Gala. (2) Red envelope cover, exclusive discussion area, and Tiger Year friend circle In addition to attracting traffic, the interactive gameplay is also novel and interesting. "Alien" red envelope covers will be distributed at the top of the hour, and users can share red envelopes among friends, relatives and communities; a user-exclusive "discussion area" will be added to the comment section of the live broadcast room. Users can share the live broadcast to the group chat, and then have exclusive discussions among group members in the live broadcast room, watching the Spring Festival Gala and interacting with discussions at the same time; users who watch the live broadcast can also have a "Tiger Year Bubble" circle of friends, just like the QQ chat bubble style, so they can watch the Spring Festival Gala and wish each other a happy new year together. This time, Video Account cooperated with the Spring Festival Gala to conduct vertical screen live broadcast, allowing more and wider users to see Video Account and see its power in the WeChat ecosystem . This most atomic component can collide with various WeChat scenarios to create all kinds of sparks . It is also worth looking forward to what other gameplay will be available in the future. The popularity of the Spring Festival Gala continues as "Only Green" sweeps the screen Content leverages momentum to create hits After the Spring Festival Gala, CCTV News, People's Daily Online, The Paper and other media released videos related to "Only Green", which received more than 100,000 likes and the audience was amazed by the beauty! △ Popular videos of "Only Green" Screenshot source: Youwang Data-Popular Videos It is worth mentioning that art blogger Mr. Zhuang released three commentary contents related to the Spring Festival Gala programs, two of which were videos related to "Only Green", and the number of likes and reposts reached over 100,000 . △ "Yi Gongzi" video dynamics Screenshot source: Youwang Data-Blogger Dynamics Yi Gongzi is an art blogger who mainly shares art stories with everyone. After the Spring Festival Gala's dance "Only This Green" went viral, she also released an explanation on February 1 about how the dance's inspiration for "Only This Green" came from "A Thousand Miles of Rivers and Mountains." On February 2, two commentaries on "Dwelling in the Fuchun Mountains" behind another Spring Festival Gala program "Remembering Jiangnan" were released. One of them received 56,700 likes and over 100,000 reposts; the other also received over 100,000 likes and comments. The copywriting is gorgeous in wording, grand yet delicate, and the natural and vivid explanation presents this masterpiece very well to users, giving them a strong sense of immersion . Just as the popular review says: "He speaks eloquently and his words flow like the music of nature." △ "Yi Gongzi" video dynamic comments Screenshot source: Youwang Data-Blogger Dynamics-Video Analysis These three videos are quite long, with the shortest being 4 minutes and 11 seconds and the longest being nearly 13 minutes, and they all achieved good results. There are many popular long videos on the video account. In addition to excellent content , if you can take advantage of the hot spots , you can capture traffic faster and better. Beijing Winter Olympics meets Chinese New Year How can content creation be integrated into the national feast? On February 4, the Beijing Winter Olympics opened. As the world's only dual Olympic city, a sense of national pride arises spontaneously. At the same time, from "I" to "we", the Beijing Winter Olympics demonstrated to the world China's confidence and responsibility as a major country. As the Spring Festival approaches, the Beijing Winter Olympics is destined to be a hot spot for national participation. We can see from the [Hot Topics] in the past three days that #Beijing Winter Olympics ranks first, and hot topics such as #I cheer for the Winter Olympics, #Winter Olympics, #Bing Dwen Dwen also attracted the participation of many bloggers, and yesterday #Gu Ailing won the championship, which also swept the entire network. On the 6th, #ChineseWomen'sFootball TeamWinsAFCAFCChampionshipagainafter16Yearssettheentirenetworkonthetop. △ Hot topics in the past 3 days Screenshot source: Youwang Data-Hot Topics From the topic [Heat Analysis], we can see that most of the accounts participating in the #北京冬奥会 topic discussion are current affairs, government affairs, sports, and information accounts , accounting for 32.23%, 13.4%, and 11.85% respectively, such as the Beijing 2022 Winter Olympics, CCTV News, Xinhuanet, People's Daily, etc. △ #Beijing Winter Olympics topic participants industry distribution Screenshot source: Youwang Data-Hot Topics News media have natural advantages in publicity and promotion. With their professionalism , sensitivity and high frequency , they play an important role in major social events and attract the attention of many users. At the same time, as one of the key support areas of Video Account, news media’s content is more easily spread beyond the circle under the social distribution and recommendation mechanism of Video Account. From the topic's [Participation List], we can see that news media almost "dominates the screen", but there are still a few other types of accounts that stand out. △ #Beijing Winter Olympics topic bloggers Screenshot source: Youwang Data-Hot Topics For example, the cool movie reading in the picture above took a different approach . When everyone was paying attention to #Beijing2022WinterOlympics, they told the story of the 2008 Olympics from Zhang Yimou's perspective. Everyone will try hard to follow hot topics, and finding novel angles will make it easier to stand out and get unexpected surprises. Marketing Node How to take advantage of the situation to “grab” traffic? Hot spots generally have "signs" and they all have the characteristics of "attracting public attention, sparking heated discussions, and then spreading widely ." If you want to follow hot topics, you need to "surf 5G" and pay attention to hot events in a timely manner. Some hot spots can be predicted, such as specific marketing nodes or major social events, just like the Beijing Winter Olympics. You can prepare in advance, list alternative themes, and even plan and produce them in advance, and release them in a timely manner once the event occurs. Many hot content can easily become popular even if it is on the same platform and is reposted (which we strongly discourage). Finding new angles to approach the problem and looking at it from a different perspective can sometimes have unexpected results. Just like reading a cool movie, when everyone is discussing the 2022 Beijing Winter Olympics, it is time to revisit the story of the 2008 Beijing Olympics. And this content can be prepared in advance. When it comes to riding on the popularity of something, one must be tactful and moderate . The content we publish must be positive, convey positive energy, and guide correct values. The media, in particular, has a say in the public opinion field and must always pay attention to its own views and words. A topic like the one below seems vulgar and boring, and is likely to arouse anger among some users. The maternal and child care blogger Happy Family Says conveys correct values and guides positive public opinion. This is the correct way to chase hot spots. Note: The above data comes from the objective monitoring of [Youwang Data]. Some data may be limited by the monitoring mechanism and may deviate from the actual data. The results are for reference only. Source: Youwang Data Official Account Author: West Building |
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