After Cyndi Wang became popular, what was the hottest was her Reuters？

There are thousands of marketing methods, and Reuters is one of them. In variety shows, Reuters’s marketing forms are various, and it plays an important role in the preheating and broadcasting period of the show. The simple variety Reuters map is produced and exposed by multiple roles such as stars, fans, drama parties, brands and marketing numbers. When Reuters becomes a conventional marketing method, the consequences of excessive Reuters, acting as a substitute for literature and Reuters’s fraud will also have a more or less impact on the whole industry.

author　| Guo Xuemei (author group of cultural industry review, researcher of Sanchuan Huiwen Tourism Research Institute)

read and edit　| Time　

edit　| Peninsula

source　| Cultural Industry Review

After the launch of "Sister Lang" in the new season, the Internet ushered in the explosion of Cyndi Wang. In the hottest days, there were many hot searches about her in Weibo, and her entries even began to dominate the daily list. Among them, in addition to the program, Cyndi Wang, which is full of life in Reuters, also has a strong enthusiasm, and the sweet girl after work has caused discussion among netizens.

　

The so-called Reuters refers to some unofficial photos, videos, star schedules, etc. At present, it has become an ordinary and popular marketing method. Judging from the variety shows, whether it’s the trip of the veteran season-broadcast variety runner to Reuters, or the recent topic that Miss Lang wears Reuters to and from work, it can be seen that Reuters marketing has gradually become an important "course" in the variety industry.

　

For variety shows, what are the specific forms of marketing in Reuters? What are the interests behind it? When Reuters became a star’s daily marketing tool, what problems were exposed?

"Thirty-six Strategies" of Variety Reuters Marketing

At present, the variety Reuters has many specific ways, such as program itinerary, guest lineup, star modeling, CP sense, variety link and so on, which runs through the whole stage from shooting to the end of the broadcast.

　

　

Before the program is broadcast, it is usually necessary to constantly create topics for exposure, and gain a certain audience base in the early stage, thus winning considerable ratings for the broadcast.

　

In the warm-up stage, Reuters marketing generally focuses on three aspects: program itinerary, guests and variety shows.

　

For location reality shows such as A Desired Life, My Wife’s Romantic Travel, Flowers and Teenagers, the Reuters of the itinerary is usually easy to arouse the curiosity of the program audience, stimulate the enthusiasm of the fans in the planning place of the program itinerary, and generate the motivation to promote it spontaneously during the off-air period.

　

△ "Yearning for Life" trip to Reuters

　

And some variety shows with flying guests, Reuters, who invited the star lineup, will attract attention. On the one hand, for the stars invited by well-known domestic variety shows, their fans will have a certain sense of pride, and then they are more willing to promote through Reuters; On the other hand, the program itself will also bring topic ahead of time because of the chemical reactions that different guest partners may stimulate, which will attract more attention from passers-by.

　

△ Running male guest Reuters

　

In addition, some Reuters will also reveal some links in the variety show, which is more likely to arouse the curiosity of star fans and audience and increase their expectation for the feature film because of its uncertainty.

　

△ "Chinese Restaurant" Variety Link Reuters

　

　

After the program starts, the focus of Reuters’s marketing will change, but the forms will be richer.

　

On the one hand, because variety shows are mostly close to daily life, it is almost impossible to have the freshness brought by costume dramas. Therefore, many variety shows will set up people for stars through modeling and costumes, which has also become an important gimmick for program promotion.

　

For example, in the Great Escape from the Chamber of Secrets, each guest will play a role in the story, and different costumes will become the basis for sorting out the roles. Reuters with the theme of program wearing has therefore become a necessity for each escape from the Chamber of Secrets, which will continuously promote the popularity of program broadcasting by arousing the audience’s prediction and discussion on the roles in the next issue.

　

△ "The Great Escape of the Chamber of Secrets" styling Reuters

　

As a result, the star private server business in Reuters’s picture was also formed. Because some stars don’t wear exaggerated and big-name costumes in their daily lives, this also allows fans to get the experience of "the same as idols" through low-cost consumption. The relationship between stars and fans is also closer.

　

　

On the other hand, group CP has also become a common operation in variety shows. Especially the sense of CP embodied in Reuters, compared with the deliberate creation in the program, the daily CP interaction is more loved by people.

　

△ Group CP from the map of Langjie Reuters

　

In addition, the Reuters marketing of variety shows is not only in the show, but also outside the programs such as commuting, which is common in variety shows while shooting and broadcasting. Reuters’s pictures with this theme can quickly draw close to the fans, especially in short videos with interactive nature or face shots that have not been over-retouched, and can restore more real stars to fans, thus more effectively increasing the audience’s stickiness of the program.

　

Multi-party "Mind" behind Variety Reuters Marketing

The seemingly ordinary variety Reuters map on the hot search actually contains many thoughts and interests. Not only the visible characters such as stars, fans and producers, but also the hidden characters such as clothing brands and marketing numbers.

　

　

In the marketing of variety show Reuters, stars, clothing brands and fans are in a special relationship structure. Stars wear clothes and accessories of a certain brand, and spread their own personal designs through the wearing style in Reuters’s picture, so as to realize the potential personal designs.

　

△ Meng Mei Qi "fashionista" people set up

　

The brand, on the other hand, opens its popularity with the help of Reuters, a celebrity private server, and adapts to the consumers who turn their fans into brands. At the same time, fans are exposed by Reuters, the star’s private server, and establish more potential contacts with them.

　

Due to the constant interaction between the three, stars and brands can slowly find their own marketing methods. For example, a star likes the daily wear of neutral style, and the corresponding brands can also cooperate with them to form positive guidance, thus promoting fan consumption.

　

　

In the marketing of variety Reuters, the producer, the marketing number and the audience constitute another relationship. Before the program starts, in addition to official publicity, the producers will also release a large number of Reuters to the marketing number, thus attracting the attention of the audience. In addition, these marketing numbers will also trigger discussion among netizens by creating topics, create a certain degree of memory among passers-by, and attract more passers-by powder for the program.

　

△ There are many marketing numbers on Tik Tok for short video shooting of "Star commuting".

　

Fans’ responses under the marketing number will also form useful feedback for producers, which can help them identify the market and be targeted in Reuters marketing.

　

△ Variety scenes similar to the "Beginning" of the explosion are easy to circle.

Hidden worries behind Reuters’s marketing

When Reuters marketing became the routine operation of variety shows, the problems it brought became more and more obvious.

　

Excessive Reuters: Affect editing and cause losses.

　

For Reuters, on the face of it, producers and fans generally resist. On the one hand, there is too much mystery and novelty in the broadcast of Reuters’s variety shows. Although variety shows are mostly in the form of periodical broadcast, such problems can be avoided through lens editing and deletion, but there will still be labor costs, and this selective editing may also lead to misleading plots.

　

△ Speaking rules in Sean Xiao fans’ super words

　

On the other hand, Reuters’s excessive editing and mending may also make the stars who are not expressive enough in the variety show passively disappear in front of the camera, thus causing psychological damage to the fans of these stars. Therefore, the overall attitude of fans towards Reuters is mostly resisted.

　

　

In addition, it is the negative influence brought by the substitute filming accompanied by Reuters. After the star agency has become a lucrative business, the whole agency industry has also begun to move towards involution.

　

It turns out that the clear and perfect Reuters map is the favorite of fans. Now, only when the "small composition" is well written, it is possible to harvest leeks well. Nowadays, writing on behalf of others has evolved into a network term of "literature on behalf of others" and formed a unique expression technique.

　

△ Image from Sohu Entertainment

　

However, due to the pursuit of eyeball effect in "substitute literature", many times deliberate fabrication or vocabulary creation easily affects the setting of some links in the variety show itself, resulting in misunderstandings in the hearts of the audience.

　

　

Nowadays, variety shows are willing to attract attention through group CP. But the problem is that the information revealed by Reuters’s map is probably just the imagination of the audience. If the program doesn’t have such an effect after broadcast, it will lead to the failure of fans’ expectations.

　

△ "Chinese Restaurant" Reuters hinted that Ding Zhen and Zhou Ye had a strong sense of CP, but the program presentation rarely reflected the sense of CP interaction.

　

In addition, if the producers try to cater to this setting, it will also bring some bad experiences to some fans, especially some star fans who exclude the CP group. For example, in the early days, the Running Man would implicitly bind Lu Han and Dilraba in the program, trying to harvest the topic with their CP, which once caused some disputes among fans.

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At present, the marketing of variety shows in Reuters has become a normal phenomenon. When Reuters Map, an illegitimate propaganda method, began to be included in the category of normal marketing, our understanding of variety shows and stars may begin to deviate. In essence, a variety show, if the content is not innovative enough and the final product performance is not good, no matter how good or how hidden the marketing means, will only be killing.