becoming a "boss"! how hard do banks work to "please" young people?
2024-09-13
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our reporter li bing and xiong yue"he who gets the youth gets the future" is a concept that has penetrated into the hearts of bank practitioners. while netizens dislike the skit as "awkward and tacky" but are getting more and more addicted to it, banks in the financial industry have begun to try to make efforts on this new traffic code."the third prince is here! is he also in zhaixing tower today?" the 100-episode costume drama "a thousand gold strategy" customized by minsheng bank will be launched soon. at the same time, the short drama "counterattack and return to the top of the richest man" recently launched by ping an bank credit card center has been completed. this short drama tells a story of business turmoil and a legend of revenge, which has attracted many young users to stop and watch.the reason why the banking industry is flocking to the short drama track is that the rise of new media has brought new challenges to the traditional financial operation model. in order to attract users to stay on the page for more time, banks frequently appear in the popular short drama track. in this battle for traffic, bankers have transformed themselves into "cross-border artists" and used short dramas to make marketing more interesting.efficient "planting grass"in the new media era, it has become the norm for banks to build a matrix of social media platforms such as wechat public accounts, video accounts, douyin, xiaohongshu, and bilibili to disseminate announcements, popularize financial and consumer protection knowledge, and market products and services. overall, the production of bank short plays generally presents the characteristics of "short, flat, and fast". on the douyin platform alone, the official accounts of many banks and their branches have launched a series of short plays with different plots.after observation and analysis by reporters, the short dramas currently used by banks generally prefer the theme of "dominant ceo" and are full of "earthy", but they are the real password for traffic. for example, the "rebirth: i am a butler in the dominant ceo short drama" released by ping an bank's bilibili account has been played more than 100,000 times; many short dramas released by china merchants bank's douyin account have received more than 10,000 likes; and many short dramas released by the douyin account of industrial and commercial bank of china shenzhen branch have received tens of thousands of likes.as the saying goes, the essence is concentrated. there is no such thing as extra roles or watered-down plots in the banking short drama. the excitement comes one after another, and the ending leaves suspense, making people want to continue watching. "too much, do you have to know how to act to work in the bank now?" some social media users couldn't help but sigh. another user said, "the plot is too tacky, but i actually finished it.""i have seen a financial knowledge popular science short play disguised as a 'boss drama'. although the acting needs to be improved, the content makes people want to watch it." xiao chen, a video account user born in the 2000s, told the securities daily reporter that this type of drama is like "electronic side dish". it doesn't need to be very delicious but it is very delicious. the super fast rhythm and full of "earthy flavor" are very easy to attract people to watch.the reporter noticed that it is not only large banks that use short dramas as a marketing strategy to attract customers, but small and medium-sized banks are also trying this track. recently, guangxi beibu gulf bank released a short drama titled "traveling through the bank president as a butler in a domineering ceo drama" on its official video account. from the content point of view, the necessary elements of a "domineering ceo drama" are complete, and the core is to popularize financial knowledge such as huge bank transactions. as of press time, the short drama released by guangxi beibu gulf bank has received more than 2,500 likes and attracted hundreds of user comments. many users "urged for more updates online" and bluntly said that they "love to watch more and shoot more", and the eye-catching effect is obviously better than other videos of the bank that month.at the same time, internet banks are also the trend-setters in this wave of short dramas. previously, mybank’s douyin account launched short video and short drama columns such as “small shop business tips” and “drawing 100 small shops”, which mainly share the business management experience of small shop owners and guides to avoid pitfalls."the above-mentioned short dramas and short videos were produced by a three-person video team. we usually search the internet to find small shops with stories. every time we arrive at a filming location, we will also scan the streets to discover the small shops with the most regional characteristics, and interview and shoot documentary short films or short dramas on the spot." a relevant person in charge of ant financial told the securities daily reporter.from the actual results, although netizens ridiculed it as "forced to operate", the new content dissemination form of short dramas has indeed brought new vitality to traditional financial institutions. taking mybank as an example, data shows that from 2024 to date, the total number of views of mybank's "small store business tips" has exceeded 30 million, and the total number of likes has exceeded 1.5 million. every month, there are popular videos with millions of views and 100,000 likes, and the "fan-attracting power" is strong. at present, the number of fans of mybank's official douyin has exceeded 4 million."the rise of bank skits is undoubtedly a concrete practice of the financial industry's consensus that 'those who win the youth win the future.'" gan yutao, executive director of beijing xinke financial development research institute, told the securities daily reporter that traditionally, banks often give people a more serious and distant impression. by producing eye-catching skits to create entertaining and friendly content, banks can break traditional stereotypes and show a more friendly and interesting side, thereby narrowing the distance between consumers and increasing the warmth and affinity of the brand.behind the frequent "fancy tricks"consumer protection propaganda is still the mainstream contentin fact, banks have flocked to the short drama track and repeatedly come up with surprising strategies to create a "personality" that is friendly and down-to-earth. what this reflects is that in the era of traffic, banks' product marketing and corporate image building are undergoing significant changes.according to the "china internet audiovisual development research report (2024)" released in march this year, by december 2023, the number of internet audiovisual users in my country will reach 1.074 billion. the average daily usage time of mobile internet users is 435 minutes; the average daily usage time of mobile internet audiovisual applications is 187 minutes, more than 3 hours. among them, short video applications have the highest user stickiness, with an average daily usage time of 151 minutes per person.as a financial institution that is closely related to the public's "money bags", banks have taken a step ahead in the short video track. generally speaking, most bank short dramas focus on popularizing financial knowledge, financial consumer protection publicity, bank product marketing, brand image publicity, etc. among them, financial consumer protection publicity is the mainstream content of bank short dramas. the themes of the dramas are relatively diverse, covering suspense, time travel, revenge, comedy, love, etc.in addition, some banks also embed marketing information of bank products or business processing links in skits, including inserting product information in the skits following the plot, setting jump links to related financial products or services on the skit playback page, or displaying marketing content in the comment area."from the perspective of brand promotion, the company's promotional materials should follow wherever users go. early multi-platform promotions usually involved a general release across platforms. in fact, the effect of multiple releases of the same article was not ideal. now banks are beginning to change their strategies. whether it is brand promotion, consumer protection or product marketing, launching customized content on different platforms and conforming to user preferences can better achieve promotional effects." xue hongyan, deputy director of the star map financial research institute, told reporters.lou feipeng, a researcher at china postal savings bank, believes that "in addition to the advancement of technology and changes in media communication methods, banks use new media forms such as short plays to disseminate content. there are also considerations such as changes in customer demand preferences and improving market publicity effectiveness. behind this is the bank's business philosophy of being customer-centric and providing customers with high-quality financial services."conversion effect to be testedcompliance awareness must be upheldhowever, short drama marketing is not a smooth road. while banks enjoy the brand benefits and customer acquisition dividends it brings, they also have to face the test of content creation and conversion effects."banks currently have a large demand for short dramas, but most of them are still based on content such as financial consumer protection." a relevant person in charge of a video production company told the securities daily reporter, "currently, some banks produce short drama content themselves, but most banks outsource the production of short dramas, and video companies are responsible for filming, editing, script writing, etc."the above-mentioned company has long cooperated with banking institutions to help shoot and produce short videos or short dramas. the internal quotation sheet provided by the company's head to the securities daily reporter shows that the cost of producing a creative video or short drama, including shooting, equipment, staff, post-editing and packaging, ranges from 10,000 yuan to 50,000 yuan."whether the production cost of bank short dramas can achieve the corresponding conversion effect remains to be verified." xue hongyan believes that in the new media era, bank brand promotion emphasizes more on down-to-earth, customized and refined operations. compared with traditional brand promotion models, banks need to build a team of professional talents and invest more resources to better reach users and achieve results.du yang, a researcher at the china banking research institute, told reporters that in terms of content creation and conversion effects, bank short plays should first focus on personalization and differentiation. personalized brand promotion can enable banks to establish their own unique positioning in the fierce market competition and attract target customer groups. second, it is necessary to focus on user experience and interactivity. brand promotion is no longer a one-way communication, but a two-way interactive process. enhanced interactivity can not only improve customer loyalty, but also increase brand exposure on social media. third, focus on precision marketing. personalized recommendations and customized product promotion can better match the needs of different customers, improve conversion rates and customer satisfaction.facing the blue ocean of short drama marketing, banks should not only actively embrace innovation, but also be cautious about potential risks and challenges. the regulatory authorities are also constantly strengthening industry supervision and providing standardized guidance. for example, article 39 (1) of the "regulations on the supervision and administration of commercial bank credit card business" promulgated in january 2011 stipulates that for bank credit card marketing activities, marketing and promotional materials must be true and accurate, and there must be no false, misleading statements or major omissions, and no exaggerated or one-sided propaganda. at the same time, the 2021 "regulations on the administration of internet marketing of financial products (draft for comments)" puts forward a number of specific requirements for the internet marketing activities of financial products.xiao sa, director of the china banking law research association, emphasized to the securities daily reporter that "when banks use skits to market their products on social media platforms, there may be the following risks: first, the risk of exaggerated or misleading information; second, the risk of data security and privacy protection; and third, the risk of intellectual property infringement. banks need to ensure that all materials used have been legally authorized or comply with the principle of fair use."chen shuangshuang, equity partner at beijing dhh law firm, said: "as a financial institution, banks must strictly abide by relevant laws, regulations and regulatory requirements in their marketing content, and avoid involving sensitive topics, false propaganda or misleading information. at the same time, they must ensure that their marketing activities comply with regulatory requirements and avoid crossing the regulatory red line.""data security and privacy protection are risk points that banks need to pay special attention to in the short drama track. when banks conduct marketing activities on social media platforms, they need to properly handle user data." chen shuangshuang believes that with the continuous development of the financial market and the continuous improvement of regulatory policies, the supervision of financial marketing activities is becoming increasingly strict. banks should also be aware that if the content or marketing strategy of the short drama is inappropriate, it may arouse public doubts or negative comments, thereby damaging the bank's brand image.image | zcool
produced by | zhang wenling
audit | bai baoyu
editor | cai shandan
final review | zhao xueyi
