1905 movie network feature "I didn’t read Weibo before reading the hurricane. Why is the hot search always a spoiler?"I believe that many viewers are in the same mood as talk show actors, who are spoiled by various social platforms from time to time.
For a crime-themed suspense work like "Hurricane", the double-sided identity of the character who is like an undercover and a ghost is more like a hook, attracting the audience.
But its hot search did not let the audience go, and multiple high-level topics directly spoiled the key plot.
Especially since #Zhang Biao is the second ghost of the hurricane #, #Huangyao undercover #, #Yang Jian is the third ghost of the hurricane ##Gao Qiqiang death penalty #… The whole topic has been completely released, like the teacher’s pre-exam focus, which has been marked out early.
Many viewers were spoiled without paying attention, which directly affected the perception of the show.
This kind of "spoiler hot search" is rare, or rather, it is not common to cause such intense emotions in the public. To a large extent, this form comes from the popularity of the drama "Hurricane" itself – the webcast data has set a record for the platform, and the number of online topic discussions has reached hundreds of millions…
Just using this kind of key plot as a hot search topic, is it helpful or negative for the series? Drama works with different themes may have their own attribute settings. What is the solution to this kind of "spoiler hot search"?
01.
"Spoiler hot search" is not the first case of "Hurricane", but only episodes with enough popularity will make netizens "afraid" of such "hot search topics".
Before that, online dramas and movies had a similar situation.
In the series "Hurricane", many characters have both good and evil settings, so there are always many possibilities before the mystery is officially revealed. As an anti-underworld drama, finding out the "umbrella company" in it has become one of the fun for many audiences to watch the drama
When the first mole was discovered as the plot progressed, the topic at that time was still #first mole #, and the audience who had not yet synchronized with the content would not be spoiled if they could control their thumbs.
However, when the second mole was exposed, the topic of the hot search became #Zhang Biao is the second mole #. In the end, it rushed to the top of the topic list, causing many viewers who had not yet leveled the updated content to be directly spoiled.
It felt like reading a comic strip of Detective Conan, where someone had circled the murderer when the protagonists appeared. Or the popular drama "Beginning" last year. Although there were more than 300 hot searches, there was no spoiler topic, but there was a comment on the Internet, "The biggest spoiler in" Beginning "is to let the driver be the driver." After going to the drama with this concept, it was always wrong.
Ms. Liu is a fan of "Hurricane". In her words, she is one of the people who have been hurt the most by hot searches.
Like many ordinary migrant workers, she usually doesn’t have much time to catch up with dramas. But now online broadcasts will premiere multiple episodes, "I usually go to work, and I usually watch it before going to bed. My personal habit is to watch two episodes at double speed." Hurricane "released 5 episodes on the first day, and it was a daily update. It wasn’t until I went home for the Chinese New Year that I started to have time to tie it."
But after the holiday, she went back to work, and she didn’t expect that she had not had time to catch up. "On the 28th of January, I clicked on Weibo, and I was caught off guard by the topic of the first hot search. That feeling was very deflated. Later, I swiped to a similar situation, and I stopped reading Weibo for a while."
02.
Who is producing "spoiler searches"?
Most of the moderators who observed these topics came from self-media accounts, but what really made the topic attract attention was still the discussion of netizens. So is it possible that the setting of such topics should be eliminated from the beginning?
Xiao A, a leading Internet platform drama promotion practitioner, told us that in fact, when the drama was promoting, it did not avoid and prevent such spoilers, "because it cannot be prevented."
An episode is about 50 minutes long. Although many episodes emphasize the huge amount of information in the promotion process, the highlights are still limited. "Even if we don’t release it, all kinds of KOLs will do related topics to drain their accounts."
Even in the eyes of the propagandists, the more interesting the content revealed, the better the broadcast effect. "Before going LIVE, it can attract users to watch, which is the most important thing for the platform." But reality is often cruel, and a similar situation will only occur when the popularity and topic are high enough.
Xiao Leng, a publicist who participated in a hit drama in the "Mist Theater," said, "The whole thing is still divided into two. The topic we did at that time did not shy away from spoilers at all, and even the first day of going LIVE, the main content was related to it."
This topic will go back to the work itself, Xiao A dismantled a work to us, "Generally, a content is divided into reason + process + result. And the result is the source of spoilers. Generally, in the topic guidance of a work, it is more about" reason "and" process "." In order to attract users to look at it, we can find the result together, such as the topic of actors, and the social topic that is more popular at the moment. "
At the same time, there are contradictions in the topic design itself. Now more and more episodes are scheduled and broadcast online first, and it is difficult to promote them all. "Generally, the fast-paced party will be the main one. When taking care of users of different rhythms, for example, when members update 6 episodes on the first day, we will not announce all 6 episodes. We may focus on the first four episodes that night, and the last two episodes will be done during the day the next day."
Reviewing the topics during the broadcast of "Hurricane", it can also be found that in the early topic design, more is the analysis of the "process", and many platforms have appeared, such as the timeline of the rise of Gao Qiqiang’s characters, and the discussion of the acting skills of the main creators.
However, as the popularity of the series continued to increase, the spoilers of "Results" began to intensify.
"Spoilers are a good thing if it’s a hit, don’t be afraid, it means everyone is chasing after it. Spoilers mainly have hooks to do, and if the plot is extended, the marketing account can guess the direction of the plot." Little A analyzed, "Of course, suspense dramas still have to protect their biggest trump card."
Admittedly, Leng added that more than one of the works in the "Mist Theater" had done a spoiler search before, but some of them didn’t matter or didn’t cause a lot of spark. "Whether spoilers are appropriate or not depends on the popularity of the show itself."
03.
Who sent "spoiler hot search" on the list?
Proper placement can make the topic hit the hot search, but whether it can reach a high level still depends on the real discussion of netizens. Looking at many related topics, it can be seen that many "spoiler hot searches" come from netizens’ desire to share.
Just as the original intention of most social platforms was to gather like-minded people together and find a topic of resonance for discussion. This was also completely in line with Xiao A’s point of view. The spoilers were interesting enough to attract the enthusiasm of watching the drama to a large extent.
This situation did not just appear in the drama market. As early as after the release of the movie "Avengers 4", many people watched the zero-point show in advance to prevent spoilers, and even there were many "spoiler-proof" hot search topics at that time, but even so, there were still those viewers who couldn’t hold back and wanted to express their emotions after watching the movie.
In fact, in our survey, there are some viewers who like to be "spoiled".
Xiao Han, the audience, admitted that he accepted being spoiled, and even enjoyed it. "I feel that spoilers are two different emotions. If I am spoiled, I can be more immersed in the process and feel the details of the foreshadowing in advance."
However, for him, when he saw this topic, he would not click on it to take a closer look, but simply knew the result. "If it is discussed in too much detail, it may also make my movie viewing experience discounted."
As you can see, whether to accept spoilers or not, your mileage may vary.
But in the end, whether the spoiler-style hot search can bring popularity to the work is the key. If the audience sees this topic and can generate many emotions, then the corresponding work already has a certain memory point in their hearts, at least it will not really make people abandon the play.
As for the self-media who create topics, they may leave more room for the audience to follow the drama without explaining the plot.
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