电视剧的短视频营销策略探究——以《莲花楼》为例

Exploration of Short Video Marketing Strategies for TV Dramas——Taking Mysterious Lotus Casebook as an Example

近年来,随着短视频热度不断攀升,电视剧也开始借助短视频进行营销。电视剧的短视频营销价值主要体现在抢占用户“注意力”、提升剧集传播效果、创造更大经济价值等方面。《莲花楼》作为2023年暑期大热剧集之一,采用以剧情为中心进行多元衍生、借助平台联动实现整合营销、与受众互动落实参与式传播等短视频营销策略,取得良好营销效果。基于《莲花楼》的成功营销经验,电视剧短视频营销应当创新短视频传播内容与互动形式、优化短视频专业管理、开发短视频剩余价值,助力电视剧长远发展。

In recent years,with the rising popularity of short video,TV dramas have also begun to make use of short video marketing.The value of short video marketing for TV dramas is mainly reflected in seizing users'“attention”,enhancing the communication effect of dramas and creating greater economic value.As one of the hot dramas in the summer of 2023,Lotus House adopts short video marketing strategies such as diversified derivation centered on the plot,integrated marketing through platform linkage,and interaction with the audience to implement participatory communication,and has achieved good marketing results.Based on the successful marketing experience of Lotus House,short-video marketing of TV dramas should innovate short-video communication content and interactive forms,optimize short-video professional management,and develop the residual value of short-video,so as to help TV dramas develop in the long run.