剧集宣发2025：集体上强度，长短齐上桌

Core Insights - The drama promotion landscape is increasingly competitive as the industry approaches 2026, with significant engagement from platforms, production teams, artists, and fans driving the conversation around popular series [1] - The short drama market is rapidly growing, leading to the adoption of long-drama promotional strategies within the short-drama sector, indicating a trend of integration between long and short formats [1] Group 1: Artist and Fan Engagement - Artists are actively participating in promotional activities both online and offline, showcasing a high level of engagement and creativity in their marketing efforts [2] - Innovative promotional tactics, such as wedding-themed events for dramas, have emerged, exemplified by the series "Deeply in Love" and "Bend the Waist," where actors recreated key romantic scenes [4][6] - Fans are mobilizing extensively to support their favorite shows, as seen with the proactive fan activities for the drama "To the Mountains and Seas," which included immersive promotional events across over 60 cities [9][11] Group 2: Social Media and Marketing Platforms - Social media platforms like Weibo and Douyin remain crucial for drama promotions, with various activities designed to leverage celebrity influence and trending short video formats [12][14] - Emerging platforms like Xiaohongshu and Bilibili are gaining traction in the promotional landscape, with Xiaohongshu's focus on beauty and aesthetics driving engagement for series like "Return of the Swallows" and "Let Me Shine" [16] - Bilibili's strength lies in deep content creation, with user-generated analyses and discussions enhancing the longevity of series like "In the Name of the Law" [17][19] Group 3: Short Drama Promotion Trends - Short dramas are increasingly adopting promotional strategies traditionally associated with long dramas, including event-based marketing and celebratory gatherings [20][22] - The visibility of short drama actors is rising, with their promotional activities mirroring those of long drama stars, indicating a shift towards a more integrated promotional approach [24] - Despite the challenges in the overall market, the drama promotion sector remains vibrant and dynamic, reflecting a collective effort to adapt and innovate in response to changing audience preferences [24]