Shen Xiang Original Author | Lu _ In the past year, long video has entered an important turning point. Faced with long-standing pain points such as content cost, the industry as a whole has put the slogan of "reducing costs and increasing efficiency" on the ground, emphasizing quality improvement and quantity reduction at the content level, and focusing on refinement and pursuing efficiency at the operational level. Positive action brings good news. Just like Youku Vice President and Variety &; Shen Yan, general manager of the commercialization center, said: "This represents a new cycle and a new opportunity." The shift of long video is gradually gaining positive feedback from the market. One of the concrete manifestations is the rise of platform water level. Taking Youku as an example, QuestMobile data shows that since October 2121, the daily average number of users of Youku has increased year-on-year for 13 consecutive months, with a year-on-year increase of 26% in July 2122, leading the industry by faults, and the number of days per capita used by Youku Weekly dimension remained the first from 2122 to October 2123; According to Alibaba's Q2 financial report for fiscal year 2123 (July 1 to September 31, 2122), the average daily paying users of Youku increased by 8% year-on-year. In the field of big screen, the number of daily terminals of CIBN Cool Miao Film and Television (Youku TV Edition) in the first half of 2122 has also been increasing, winning the first place in the industry for many times in a row. Look at the commercialization results. According to the report of insight into the earth, in terms of drama series, the number of investment brands of Youku summer solo drama increased by 119.5% year-on-year, ranking the top 1 in the industry; At the variety level, in the first half of 2122, the number of cooperative brands of Youku's comprehensive new programs ranked TOP1 in the industry. It is worth noting that in 2122, the wonderful cases created by Youku and the cooperative brands won a total of 182 awards including Golden Reward, Golden Eye Award, Tiger Roar Award, Lingmu Award and other industry awards; Youku's "Endogenous Fixed Investment" brand repurchase rate has exceeded 51% since its launch; The number of cooperative brands of Youku OTT increased by 411%. Youku's achievements, while confirming its own strength, also let us see that long videos can win the favor of many brands at present after washing away the lead. If we sort out the content and commercial performance of Youku from a more complete perspective, we can also find that the long video platform has a stronger capacity reserve and a more mature strategic layout while helping brands find more certain growth from uncertainty. Based on the "content power", the marketing "fertile soil" is formed to meet the entertainment consumption needs of users. At the same time, it is also used by brands and enterprises in the business context and has become the third communication element besides products and services. This is the reason why "content is king" is often mentioned in the marketing field, and the long video platform naturally understands this point-based on "content power", it will continue to produce high-quality works and provide fertile soil for brand marketing. Since 2119, Youku has actively adjusted its strategy, actively embraced change, and persisted in cultivating and precipitating its content. The strategy of steady walking can always release the energy of "accumulation and thin hair". Looking back on 2122, Youku has gained a lot in many content fields. In terms of drama series, according to Yunhe data, from October to August 2122, one-third of 12 S+ (Yunhe rating) solo online dramas were in Youku, and the effective broadcast volume of Youku's dramas in the first half of the year increased by 16% month-on-month. Youth Songs, Doors of Rebirth, The Story of Xingfu's Lights Me Up, Warns You Specifically, in 2122, many dramas such as Meet with Jun Chu, Doors of Rebirth, The Story of Xingfu's Lights Me Up, Warns You Up, and Youth Songs all gained millions of popularity in Youku, covering many themes such as ancient dolls, suspense and realism. Among them, The Gate of Rebirth won high attention because of its innovative theme of "theft suspense", and won the first place in the hot list of cat's eye dramas in May 2122 and the hot list of suspense dramas in 2122. The Story of Xingfu, on the other hand, showed the advanced creation of realistic dramas, which won wide acclaim from the audience. During the broadcast period, he won the consecutive titles of platforms such as Lighthouse and Cat's Eye, and was among the best in the list of Guduo and Detavan. As a random drama that shows the story of "New Martial Arts", "Juvenile Gexing" became a "dark horse" at the end of 2122 with novel themes and high-quality audio-visual effects, and won the TOP1 of many lists such as Lighthouse, Cat's Eye, Yunhe, Guduo, Detavan, Vbang and Kuyun, and the hot search of the whole network reached 1731+. At the same time, it also achieved strong overseas output and was broadcast in trueID, Thailand. In terms of variety, Youku's classic IP and new IP have achieved stable performance. "this! Is hip-hop 5 ","China Chaoyin "and" Great! Dance club, I have never been in love, 21-year-old 2, Summer of Meeting, Chaoyang Singing Center and Infinitely Beyond Class performed well. "this! That is, Street Dance 5 (hereinafter referred to as Street Dance 5) is still the strongest trump card of Youku. After five seasons' growth, the program has taken street dance culture from cognition and breaking circles to the stage of building an international competition stage, which not only ensures the high reputation of IP, but also stands out in this year's trend cultural variety show. More importantly, it has become a masterpiece of circle culture and continues to lead the innovation and continuation of street dance culture. With such achievements, Street Dance 5 has attracted more than 51 brand cooperation covering 21 industries. Among them, the core product of China Resources Snow Beer has won the title of Tianya superX for four times, which deeply binds this trend variety IP. "this! Is hip-hop 5&; The Chaoyang Singing Center, which bravely filled the gap in the singing stage with superX advertisements and revived the "vitality" of internal entertainment, received high attention before it was broadcast. After it was launched, the program lived up to expectations, and Douban scored 8.5 points. By the time it was broadcast for three times, several high-quality music stages had exceeded 3 million, and there were even hot topics among fans. The Unlimited Transcendence Class, which was jointly launched by Zhejiang Satellite TV and TVB, triggered many topics through the discussion and collision of acting skills between the older generation of Hong Kong actors and young actors. The first hot search of the whole network was nearly 511, which became the second variety show with a popularity value of over 11,111 after Street Dance. "Chaoyang Dage Center" and "Infinite Transcendence Class" Young people learn to love and express their love on the emotional road, and the emotional observation variety also gains popularity in Qi Fei. The reality show "Heart-pounding 21-year-old 2", a youth travel agency that shows the attitude of Z generation's honest heart-to-heart communication and sincere love, has set off a round of chasing craze among young people. The program Douban scored 7.1 points, accumulating 1113 hot searches on the whole network, and has been listed on the hot list of cat's eye, cloud data and bone flower for many times. In addition to drama and variety, Youku has also produced many works in animation, children, humanities and other fields, and has received attention and praise. Especially in the field of humanistic content, which is regarded as "scarce content resources", Youku has continuously exported a number of high-quality cultural programs, such as Round Table School, which is called "talk show ceiling" and Douban scored 8.9 points in the sixth season, and the sci-fi ramble program "Don't answer" created by the three-body universe. According to Yunhe data, 41% of the works scored above 9 by Youku Douban last year, which also made the platform as a whole establish a unique label and high recognition in the field of humanities. For the brand, how many users it can reach in the sixth season of Round Table School and Don't Answer is the basic factor to ensure the effectiveness of advertising. Each piece of high-quality content exported by Youku can be used as a "traffic aggregator" to quickly break through the circle, which can help the brand realize the wide reach of consumers while accumulating high water level for the platform. The diversified content also provides a variety of channels for brands to resonate with consumers. The cultivation of fertile soil needs tools, and the content of improving marketing power through innovation is the fertile soil of marketing. Then advertising products and systematic strategic ideas that are suitable for the present and can really improve efficiency are actually effective tools for cultivating soil. It is these tools that together form the "marketing power" of the long video platform. However, it is worth emphasizing that for a long time, patches, implants, titles, etc. have become the basic modes of long video marketing. These major video platforms can do it, and their effects are basically stable and predictable. Therefore, the core of the marketing power emphasized by the current long video platform lies in "innovation" to help brands further achieve efficiency improvement and business growth. How to innovate specifically? Youku's action first fell on advertising products. For example, the endogenous advertisements of long videos were generally sold by point, and the direct investment could not be targeted. Youku launched the industry's first "endogenous fixed investment" product, which realized large-scale targeted delivery, so that the brand could reach and activate the core user base more flexibly and accurately. Of course, different industries have their own ways of playing when applying this product, which are more suitable for their own characteristics and marketing goals. Take food and beverage brands as an example. Chasing drama at home is one of their important consumption scenes, and summer is also a big consumption season. So Lex used Youku's "endogenous fixed investment" last year to "catch all the popular dramas in Youku's summer file" and achieve super-strong brand exposure. At the same time, under the integration of Youku, Leshi has also opened up three major fields: search, movie viewing and purchase, and built the exposure-conversion link to achieve Qi Fei. The case of music marketing is on the OTT side, and Youku's innovative products have also brought many surprises to the brand. The report of the second hand system shows that the current screen projection has become the mainstream habit of users' big-screen content consumption. The average daily viewing time has reached 1.82 hours, and the user scale has increased by hundreds of millions. In order to seize this potential scene, Youku OTT launched the "screen projection interaction" product, giving full play to the strong visual effect advantage of the big screen, so that the brand can find new traffic depressions outside the mobile terminal; Moreover, the linkage of large and small screens is also of great benefit to the brand to penetrate more life scenes and increase awareness. There are many values ahead, and this product soon attracted the favor of well-known brands at home and abroad such as Dyson, Guerlain, Leshi, Clarks, vivo, etc. In 2122 alone, it served more than 51 brands. In addition to the innovation of advertising products, innovative marketing ideas are also indispensable. When it comes to long video marketing, brand awareness is basically around the work itself, and marketing is also concentrated during its hot broadcast. In this way, the marketing cycle is actually limited to one or two months, and it is difficult to have too many new changes in marketing gameplay. Moreover, if you only use drama synthesis to make exposure, it is still doing brand advertising in essence, which can not directly link the effect transformation, and also lacks the deep connection with consumers. At the moment when everyone emphasizes "product-effect synergy", this will affect the recognition and choice bias of advertisers. Taking high-quality IP as the original force, Youku's IP full-link marketing has been deeply cultivated for 4 years, and a "Youku model" has emerged, creating new business space together with major brands. In fact, in the long video industry, IP development has also experienced many years of upgrading. Youku applies this idea to marketing. On the one hand, it can make marketing content run through the whole process of IP development and derivation, and realize full coverage and full utilization from content production and broadcast to subsequent derivative works output, so that the brand can seize every touch of consumers in the content consumption journey. On the other hand, IP development will move from content to consumption, from online to offline with more channels and scenarios, which also makes "product-effect synergy" more possible. Corresponding to Youku, many mature and high-quality IPs have proved their ability of IP content derivative development, and brands only need to follow them in marketing. At the same time, it is worth emphasizing that, as Shen Yan said, "Youku's role is not only a platform to provide video content consumption, but also a frontier entrance in the marketing link." Backed by the huge Ali ecology, the online and offline resources and business fields of the entire back chain route can also be connected with Youku, which is also the unique advantage of Youku. With such a complete link, the brand can play a lot of space in marketing, and the commercial value of the content is released as much as possible. For example, the cooperation between Pizza Hut and Xiaominjia, relying on the marketing value of explosive IP, Youku incited the scarce resources of Ali Ecology-Taobao Tmall, Hungry, and directly linked the content with consumption. The creative grass planting in the play filled the brand mind, and many positions outside the play built brand business contacts, building a complete link of "watching-eating-hoarding". During the event, the joint package created by Pizza Hut's new sausage-curling pizza and Xiaominjia IP achieved a good result of Top3 in this super brand day. Hungry? The exclusive IP venue of "Pizza Hut × Xiaominjia" was named "This! It is the brave superX of Street Dance. In the fifth season of last year, the meta-universe marketing gameplay was also integrated: LimX, a super-realistic virtual digital person officially announced by the brand, appeared in the show and was officially announced in various social media; Brand and Hungry * * * created the "Battle for Big Players" venue, and its customized 11,111 NFT copies were sold out in 4 days. Virtual digital person LimX；; Brave the world super x&; Hungry &; "this! Just like Pizza Hut and Brave Tianya superX, the customized NFT of Hip-hop 5 has many brands that have jumped out of the inherent mode of "doing long video marketing is doing exposure" by comprehensively applying Youku's "content power" and "marketing power", so that "marketing" and "sales" can be really connected. Users who pursue drama and synthesis can establish brand awareness and generate interest from IP content, and then they can be transformed and retained in the consumer market, with complete and error-free paths. The brand reduces the possibility of consumer loss as much as possible, and the more certain growth will naturally not be empty talk. The new story in 2123 has the accumulated content and marketing power. At this point in time, Youku's content reserve in 2123 will add more confidence to the brand. Youku continues to exert its strength in the variety field, constantly improving the production capacity of high-quality content, continuing to share the same frequency with young people with rich themes and types, injecting vitality into the industry and building a solid content position for brand communication. "this! It is street dance 6 ""amazing! Dance Club 2, Meta-Stage Plan, Superstar Electronic Music 2, Hip-hop and its spirit are Youku's eternal beliefs. In the new year, Youku will blow up IP with the trend king. It is Street Dance 6 as the core, creating a diverse "Street Dance Universe" and continuously creating a number of boutique contents for the young trend culture. In the upcoming sixth season, we will continue to join hands with the Simon Lu team of Canxing to open up a new pattern, pay tribute to the sportsmanship, and complete the transformation from the IP of variety show to the IP of more influential international events; And "amazing! As an important part of the hip-hop universe, Dance Club 2 will launch a brand-new battle in the second season, which will manage the existence of people and dance clubs and shake the dance together; Another heavy IP "Meta Stage Plan" will be combined with the top production team in the industry to create a new stage for talented dancers to shine. On the music track of the classic variety show, Youku strives for perfection: "extrasensory music 2" is upgraded in a subversive way, and the Z-generation music aesthetics and expression are displayed in a panoramic immersive way; As the first OST music stage competition show in China, the brand-new IP Music Ensemble "Beautiful Songs of Drama" will select representative OST golden songs to discuss and confront generations, aesthetics and values, and reshape the breakthrough point of the decade of music Ensemble; Debut is the peak. Douban scored an annual score of 8.5, "Chaoyang Singing Center". In the second season, there was a brand-new upgrade in the lineup of artists, stage visual effects and game play, which continued to make good music "bask in the sun". Beautiful Songs, Infinite Detective Group, Heartbeat 21-year-old 3, Weekend of Good Friends focus on interest, but also don't forget to take care of life. The platform will radiate many facets of life and grasp users' emotions through multiple vertical variety bands.