Shadow Weaver

Chapter 50: Learn to use traffic and guide the wind direction

"Ah... do we need to prepare so many promotional materials?"

Xu Yichi stared blankly, speaking incoherently and almost stuttering.

——When they were promoting their previous independent games, it seemed that they basically used the screen recording function on the device to record some random game content... They were criticized by players a lot before.

"What else?" Lan Xuesheng tilted her head and said as a matter of course, "It will take at least three or two months from the time the product page is posted on the platform to the time the game is officially launched. Half a month before the official launch, a test version must be released to collect player feedback and game bugs... You must find a way to maintain the media popularity and public discussion of the game during this period!"

"Besides, your game is not an ordinary ADV. The core element of the theme is intangible cultural heritage, and the content looks very positive to me."

"This thing is basically equivalent to having a certain amount of natural popularity. If you still can't grasp it, do a good job of promoting the game, and guide the public's attention...you are just lying down and waiting for those marketing accounts to find tricky angles to attack you to death and drive traffic for themselves!"

"Wait, it's the same as lying flat on your back and letting others laugh at you...being attacked to death." The more Xu Yichi listened, the less confident he felt. He subconsciously shrank his neck downwards. "Marketing accounts are so scary nowadays, and the traffic is so scary too."

——Wow, she missed the old online world without marketing accounts!

Although there will be a lot of paparazzi and fancy news and website accounts.

The little girl whined and Lan Xuesheng couldn't help but raise her hand and slap her on the head: "Hui! Being scared before the battle is not a good sign."

"Xiao Xu, you should try to think differently about this."

"Change... think about it in a different way?" Xu Yichi didn't understand. She felt that her brain was probably just as Senior Dianfeng had said - she was starting to do that stubborn feudal thing again.

"Yes, let's change our thinking." Lan Xuesheng raised her eyebrows in response, "Put it this way, Xiao Xu."

"Marketing accounts that do whatever it takes to gain traffic are scary, and traffic that can be easily exploited and diverted is also scary."

"But traffic and direction are not just controlled by 'marketing accounts'... We can also find ways to control and utilize traffic, so that it blows in the direction you need it to blow, to promote what you want to promote."

“For example, your games, and the intangible cultural heritage that you incorporated into your games.”

"Control the traffic... utilize the traffic." Xu Yichi was dumbfounded by what was said. She could only look up and stare blankly at the beautiful and bright face of the woman in front of her. She almost opened her mouth and said baba - she always felt that "traffic" was not a good thing.

"... Senior Peak seemed to have said something similar before."

"So what did she say?" Lan Xuesheng crossed her arms across her chest.

"She said... With the progress of the times, it is inevitable that people will pursue more and more individuality and diversified development, and many new market demand gaps will appear in the future." Xu Yichi smacked her lips in a daze, trying to repeat what Yang Yanan had said to her in her own words.

"She said that instead of waiting for capital to repackage the low-cost 'junk' that has long been eliminated and put it on the table, we should take this opportunity to promote the culture we want to promote and use these elite cultural products to fill the market gap. If that doesn't work, we can actively create demand."

"That's fine. Senior Dianfeng is right." Lan Xuesheng nodded happily. "Market demand is just that... To put it bluntly, traffic outlet is just that."

“Since we are all engaged in intangible cultural heritage, we naturally have to learn how to utilize traffic, convert traffic and guide trends. We must not passively wait for traffic to come to us - most of those who are pushed by traffic will not have a good ending. Just look at those so-called 'Internet celebrities' who 'succeed and fail because of traffic'.” “Yeah, that’s right.” Xu Yichi responded hesitantly, and his mind involuntarily flashed through some Internet celebrities and Internet celebrity products that were pushed up by traffic and then crushed by traffic.

"Then, how should we utilize the traffic and guide the trend, Ms. Lan?"

The little girl raised her head eagerly. Lan Xuesheng couldn't help but pursed her lips and rubbed her face with her hands: "It's hard to say this, but it's also easy to say this."

"First of all, if you want to increase the volume, you must first have a topic that can easily generate traffic. As I said before, the intangible cultural heritage theme of your game itself brings traffic, so we can think of a way to do something about the topic of 'intangible cultural heritage'."

"Secondly, you should try your best to block others - especially some unscrupulous marketing accounts - from distorting the original meaning of your topic."

"This is relatively troublesome. You may need to check all the materials in your hands again and again before officially releasing them, and try to eliminate those elements and clips that may be misinterpreted."

"Of course, if you can find professionals or relevant intangible cultural heritage institutions to endorse you in advance, this problem will most likely be solved halfway."

"The last step is to promote and attract traffic - you can choose to use existing promotional methods to promote traffic yourself, or you can wait for natural traffic to ferment."

After Lan Xuesheng finished speaking, she instinctively lowered her head to glance at the silly look on the little girl's face. After thinking for a moment, she quietly swallowed back the first half of her sentence: "But...looking at you like this, Xiao Xu."

“I suggest you stop trying to attract traffic and just make a good promotional video and wait for the natural traffic to ferment.”

——If they were allowed to find their own channels to promote the product, she suspected that the child wouldn’t be able to do it at all.

Maybe I will have to sell it to myself again...that would be a waste of time and effort.

Lan Xuesheng thought about it and her eyes wandered slightly, so she coughed and changed the subject: "Ahem, what else?"

"Xiao Xu, I think you can think more carefully about your promotional timing, and consider being more innovative in the production of your promotional videos."

"...Ah?" The already stupid producer Xu was even more stupid now, "Aren't all the promotional videos the same?"

——She saw that most of them were about plot + gameplay, and the best ones could at most provide some extra and coherent game plot and some beautiful camera movements.

"And that promotion node... doesn't it mean that the first promotion should start from the moment the product page is posted?"

"Yes, the first promotion should start from the moment the product page is posted." Lan Xuesheng raised her chin slightly, lowered her eyes and said something inscrutable, "But what I mean is... if your hands are fast enough, you can also consider shortening the time between posting the product page and the official launch of the game."

"If possible, I would even like to suggest that you try to catch the Spring Festival or Lantern Festival schedule -"

　Available on the 1st!
　　I'll try my best to release more.

　　(End of this chapter)