Entertainment Marketing in 2023: The Impact of Emotional Value and Lifestyle Integration
2023 is shaping up to be an unforgettable year, with the entertainment market booming and brands eager to capitalize on the trend. The key word, according to advertising guru Laobao, is “not easy”. While life has returned to normal, the consumption recovery still faces a steady transition period. People are re-evaluating their true inner needs and paying attention to the emotional value brought by consumption behavior.
This trend is especially prominent in the entertainment market, with short plays, large-scale concerts, music festivals, and excellent film and television dramas capturing the attention of the public and becoming hard to come by. Brands are recognizing the potential of aligning with these entertainment hot spots to drive traffic and connect with consumers.
However, as brands navigate this landscape, there are three major questions to consider:
What content IP can be considered reliable and appealing?
How can brands ignite consumer enthusiasm and prevent their marketing from becoming a one-man show?
With the unpredictability of hot topics and fleeting consumer attention, how can brands find the “seven inches” of entertainment marketing in 2024?
As content becomes the best entry point for brands to connect and resonate with users, Douyin recently released the “2024 Douyin Entertainment Music Investment Promotion Plan.” This plan focuses on celebrities, performances, variety shows, short plays, music, and film and television, providing more than 200 content IPs and adding fuel to the entertainment marketing industry.
Emotional value has become the social currency of young people, driving their purchasing behaviors and consumption decisions. Works that accurately capture the audience’s interests and provide emotional satisfaction are gaining significant traction, setting the stage for more inclusive content creation.
Short dramas, star-studded concerts, and music festivals are delivering strong emotional value to participants, becoming the best outlet for modern people to pursue resonance and entertainment experience.
As emotions continue to drive content creation and marketing, the connection and resonance with consumers become the driving force for successful marketing campaigns. For instance, “Fengshen Part 1” faced a slow start at the box office but eventually gained popularity through high interactive value memes, leading it to hit 2.6 billion step by step.
Capturing the common “emotion” with consumers and resonating with them through spontaneous content creation and interactive forms is becoming the new norm for content and brand marketing.
The power of daily life scenes is also emerging as an important marketing tactic. Brands are realizing the importance of integrating with consumers’ life scenes to establish a bond and reshape their brand image. Live performances that integrate online and offline scenes are creating immersive experiences, offering a new basis for marketing trends.
Festivals have become pivotal moments for brands and are paving the way for rhythmic marketing fields. Drawing on important festival nodes, brands are maximizing their content IP to drive traffic collection with high-quality content, thereby establishing a marketing rhythm to interact with users and increase awareness.
The current entertainment industry is constantly breaking through the monetization ceiling, with integrating brand image and product features into entertainment content being the key to brand entertainment marketing in 2023. As entertainment marketing becomes integral to brand survival, more marketing methods are likely to emerge, with “entertainment” possibly becoming the brand’s main business in the future.