In recent years, short dramas have rapidly gained popularity in the market by virtue of their fast-paced storylines and tension-filled plots. However, in the red sea of increasingly fierce competition in the domestic market, players with keen insight have begun to look overseas. The successful model of short dramas has been copied to different countries and regions, and the culture of different countries has been added to the character settings, rapidly conquering overseas audiences. It has now become a focal point in the process of entertainment going overseas!
According to the reflections of overseas short drama manufacturers, it is understood that the mainstream mode of the whole overseas short drama is divided into local drama and translation drama. Regardless of whether it is a local drama or a translation drama, the preliminary stage of operation is to try on different tracks of short dramas, so as to find a breakthrough suitable for their own profits, and then conduct precise operation according to data analysis at a later stage.
There are two ways to operate:
Winning by quantity
Reach a qualitative leap through quantitative changes. Specifically, it means that creators need to formulate diversified short drama promotion strategies for the market characteristics of different countries and regions. When talking about the content of going overseas, Chocolat pointed out, “Overseas short dramas can be divided into two parts according to cultural differences, one part is the Southeast Asian system, which has similar cultural concepts with domestic short dramas, and is more about the themes of Bajie, strange love, and cool literature; the other part is the European and American market, which is mainly for the American female audience aged 15-45 years old, and they are mainly indulged in lovethemes, such as hegemony and werewolves and other content.”
This diversification strategy is utilized to increase the coverage of short dramas, so that more audience groups can understand and enjoy these types of works, and to help overseas creators find the most popular tracks. By constantly experimenting and optimizing by increasing the volume, creators can clearly understand which short drama genres are more appealing, so that their energy can be focused on the popular tracks and qualitative changes can take place.
Over time, this strategy will yield more market opportunities and diversified revenue streams. Short dramas of different genres and regions form a powerful content matrix, providing viewers with a wealth of choices, and at the same time bringing creators more opportunities for commercial cooperation and advertising revenue. Therefore, in the process of short dramas going overseas, realizing a qualitative leap through quantitative accumulation is an important way to win.
Advertisement Placement
According to the statistics of short dramas, the growth of global users’ willingness to pay for entertainment has made short dramas increasingly attractive in overseas markets. 95.11% of respondents said they had watched or been exposed to China’s micro short dramas abroad, and the proportion of respondents in several countries who said they were willing to pay for entertainment services exceeded the proportion of existing users.
Advertising can usually be divided into the following stages:
- Testing phase: select different track short dramas to be placed on different platforms to test the performance of the episodes and data, filter and clarify the direction. It is also necessary to test the ads to ensure that the effect of the placement meets expectations. Testing can be conducted in the form of A/B testing, small-scale trial placement, etc. to optimize the content and form of the ads by collecting data and feedback.
- Launching stage: Launching the ads according to the predetermined plan and strategy. This includes choosing the appropriate advertising channels, setting the advertising parameters and monitoring the advertising effect. Timely stop the recovery of advertisements that do not meet the target, if necessary, according to the effect of advertising to incremental account placement, to ensure that the advertising effect is maximized.
- Evaluation stage: Evaluate the advertising effect and review the advertising strategy. From the overall grasp of the process and effect of advertising, and provide a direction for improvement of future advertising.
- Post-phase: Pay attention to the performance of the later stages of placement, reduce the automatic bidding ads to reduce the loss; use the target bid to help us control advertising costs and improve the effect of placement. While gaining enough exposure, we can also maintain a high conversion rate while harvesting the remaining traffic.
For Facebook placement skits, it’s important to have a clear understanding of Facebook’s audience. People who surf Facebook (like TikTok) are usually in a “casual” mindset, browsing these platforms for fun and entertainment. Therefore, when they come across interesting advertisements for skits during their browsing, they will click on them out of curiosity or interest, which will increase their click-through rate and view rate. In addition, Facebook’s user base is relatively mature, which contains a large number of users in the middle age and above, especially female users. Users in this age group tend to be more interested in short dramas as a form of entertainment and are more willing to pay for quality content.
If you want to quickly integrate into the overseas market, you should adopt a multi-material, multi-account strategy for a quick sprint, and find quality material that can be decentralized for promotion, and find quality material that can be decentralized for promotion, and increase the strength of the placement. In view of the short life cycle of new dramas, coupled with the concentrated piling up of similar dramas on line and the risk of piracy (such as being recorded and re-distributed during broadcasting), it is even more important to rapidly expand the scale of placement to accelerate cost recovery when faced with explosive new dramas.
So how do you win with volume in a short period of time?+ How to advertise simultaneously in order to save time?
The answer to all of the above is matrix management.
As an efficient management method, matrix management helps overseas players to carry out multiple tasks or projects at the same time, thus improving work efficiency.
With ClonBrowser’s matrix management function, you can launch multiple browsers at the same time to realize the release of multiple accounts in different regions and multi-platform advertisement placement by multiple accounts. And each browser window is independent and environmentally isolated (one browser window is equivalent to one computer), reducing the risk of account blocking and correlation. Of course, in the matrix operation, you also need to pay attention to the reasonable allocation of resources and energy, to ensure that each project can be fully focused and invested.
The advantage of using a matrix for Google AdWords is the ability to precisely target audiences, optimize resource allocation and improve ad effectiveness. By creating multiple separate accounts, a brand can set up different advertising strategies and adjust budgets for different regions or audience groups (e.g., young and middle-aged consumers).
In one case, an apparel brand used a matrix management strategy to allocate advertising budgets to different product lines, realizing precise targeting of audiences and increasing conversion rates in a short period of time. The matrix structure allows for data analysis and A/B testing to quickly detect changes in the market, and also avoids the risk of account linkage.
