Domestic TV series become popular IPs and lead the fan economy

The cold front hit and the temperature dropped sharply, and the country began to enter winter from north to south. American TV series suffered a ratings Waterloo, but the ratings of domestic TV series went against the weather. From "The Journey of Flower" to the top, "Nirvana in Fire" and "The Disguiser" ended perfectly, plus the newly launched "He's Coming, Please Close Your Eyes" topped the ratings list on the first day of its broadcast. It is not difficult to see that these hot IPs not only have a surge in ratings, but also remain popular on major social platforms. There are tricks behind the excitement, and we will take you to find the answers behind it from the most realistic perspective.

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Appearance + quality + being gay = attracting fans  

Whether it is the powerful elder brother Minglou, the blunt and straightforward Prince Jing, the gentle and graceful Cheng Jinyun, or the heroic Nihuang, they all arouse the "screen licking" of male and female audiences. Super high appearance first attracts a group of "face fans", of course, appearance alone cannot retain fans for a long time, as the saying goes "the screen is permanent, but the stars are changing". The young and handsome who appeared in front of the audience in the previous drama may be disliked by the audience in the next drama. Appearance is not what can really retain the hearts of fans.

Born with good looks, live with acting skills. An excellent actor may lack in looks, but he will never be short of acting skills. Xie Yu's unrepentant death, the final madness of King Liang, and the prince's submissiveness are all vivid and lifelike, as if the actors are the characters themselves. Even if they are villains, they still impress the audience with their superb acting skills.

One thing that can attract fans is that these popular IPs have caught the audience's pain points. Haven't you seen that the settings of several popular dramas are simply that the officials force the people to be corrupt, and the audience has to be corrupt. The male protagonist is handsome, arrogant, and sharp-tongued, with a very high IQ and a low EQ; the person next to the male protagonist is smart and brave, and can help the male protagonist when necessary - it sounds familiar, right? But this is not the globally popular "Sherlock", but "Here Comes, Please Close Your Eyes". If this still can't attract fans, then there is really no other way to win back the hearts of fans.

Fans + Loyalty = Bread and butter

Perhaps you are also wondering, "Gaining fans is the behavior of the stars themselves, what does it have to do with the TV series?" This is a big mistake, TV series also need to cultivate the loyalty of fans. High-quality TV series can always make some actors famous, but excellent actors may not necessarily save a TV series.

Abroad, there is the example of BBC's "Sherlock Holmes" which was promoted nationwide. A TV series shocked the leaders of two countries. "Sherlock Holmes" was broadcast simultaneously in China and even became a symbol of friendship between the two countries. Can you say that it is useless to attract fans for a TV series?

Good dramas can rely on word of mouth from the audience and delve into the details of the drama. Some netizens have previously spontaneously dug out the conscientious special effects of Nirvana in Fire. In many cases, ordinary audiences can't even tell that it is a special effect. Although the "50-cent" special effects full of complaints can win a temporary reputation, the amount of money spent on special effects is the most direct feedback to the audience, and the "50-cent" special effects can never be the reason to attract audiences to continue watching.

Building a good reputation among the audience is equivalent to cultivating a "breadwinner" for the series (production team) itself. After all, which investor doesn't want to see a drama that is both well-received and popular? This seems to have given screenwriters a new idea - adapt to the environment and pursue the maximization of the fan effect.

Fans + Marketing = Fan Economy

Fan economy is not a new thing. In any era, any product, and any person, they need their own fans to survive. Let alone Liu Bei in the Three Kingdoms who conquered the world with his die-hard fans; how many loyal followers did the 108 heroes of Water Margin have; even Sun Wukong still has a large number of admirers today.

To put it bluntly, the fan economy is nothing more than expanding the previous brand marketing to a people-centered one, focusing on expanding the influence of IP. In fact, the focus is no longer on the number of fans. In the early stage, a small number of fans are attracted, and through the mutual transmission of fans, when the IP matures, it will explode in one fell swoop, achieving the effects of IP marketing value-added and enhancing IP image, thereby realizing the value conversion of the fan effect.

Capitalists are capitalists after all, and fans are fans. When they use all means to catch your attention, don't think that they are "having a change of heart" and doing "fan service". This is just an investment, and the fans they attract now are to pay for the IP to be developed. However, even if you see through the tricks, you still have to accept the good advice.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.