The year 2023 that has just passed is a "big year" for the domestic film and television industry: in terms of dramas, from "Hurricane" at the beginning of the year to "Flowers" at the end of the year, high-quality dramas of various types and themes are colorful, triggering a huge social topic effect; In terms of movies, the Spring Festival, summer, and Chinese New Year stalls all performed well, and the cinema completely broke through the haze of the past three years. I believe that the vast majority of people can intuitively feel the recovery of the film and television industry. However, in addition to the intuitive impressions, I also observed two intriguing and structural phenomena:
"Improving quality and reducing quantity" and high-quality output of film and television dramas have become the norm in the industry. Especially in terms of dramas, a total of 305 new domestic dramas will be released in 2023, a decrease of 10 from the average in 2021-226%；There has also been a noticeable drop in the number of episodes. But overall, the quality of the script is better and the production is better. Yunhe data shows that the average effective number of new dramas in 2023 will increase by 25% compared with 2022; The proportion of high-quality head and vertical dramas is also continuing to increase. This speaks volumes about how easy it is for quality content to find its own audience.
Film and television drama producers are paying more and more attention to the social front, especially through short, live broadcast, etc., to have intensive and in-depth interaction with the audience. Especially for dramas that have been broadcast for a long time and have a high degree of social topicality, social ** plays a pivotal role in publicity - we see that Douyin has indisputably become the "main front" for the promotion and distribution of domestic dramas. Make good use of Douyin, which can add a fire to the soaring popularity of high-quality works.
From a macro point of view, Douyin's large-scale user plate, rich content pool, and efficient content distribution mechanism ensure its important position in domestic film and television publicity. At the same time, in 2023, we can also see some obvious new trends: new ways to play Douyin film and television publicity are emerging one after another, showing a trend of diversification, creativity, and characteristics. After reading the "2023 Douyin Drama Annual Report" just released by Douyin and Yunhe Data, I was deeply impressed by many of the classic cases, and I believe that film and television drama producers can also learn a set of core playing methods from the 2023 Douyin Top 10 Popular Drama Cases: It can be summarized as "position management + content planting".
Most viewers should still have fresh memories of the ratings storm set off by "Hurricane" in early 2023, and Douyin played an important role in it. By excavating the hot stalks in the play, Gao Qiqiang became the most popular actor in Douyin's dramas throughout the year, and "Tell Lao Mo that I want to eat fish" has become a popular line ...... DouyinThe number of topics related to "Hurricane" on Douyin is as high as 24 billion times, and 246 topics have taken turns on the hot list of Douyin. The official account of "Hurricane" also cooperated with the main creator of the series to create two special live broadcasts to interact with the audience, allowing the audience to see more vivid characters outside the play. It has achieved a record of 5 million cumulative ** people and 230,000 people at the same time. "Hurricane" has become a hot topic among the whole people, and Douyin has made great contributions.
"The Long Season" gives full play to the advantages of cast + plot, with strong suspenseful mixed editing** as the starting point, and at the same time initiates topics in real time according to the direction of the plot and consolidates the long-tail reputation. For example, Douyin creator "Ruoyu Suiying" received 21.99 million ** copies of the 3-hour ultra-long commentary on the show, becoming a representative work of Douyin's film and television commentary content. During the broadcast of the series, the main creator Qin Hao reproduced "Gong Biao Dance" in his live broadcast room, with the number of live broadcasts reaching 1.37 million and the peak of 170,000 at the same time, which greatly promoted the "Long Season" out of the circle.
As an important town for domestic dramas, the Douyin gameplay of costume dramas is also renovated and not far behind. Bai Jingting's flag in the announcement of "Changfeng Crossing" "The popularity of the drama broke 10,000 jumps", leading a large number of similar flags; "Lotus Tower" has set off a second creation boom in Douyin, such as handicraft, national style painting, and plots, and its life cycle far exceeds the premiere cycle of the series; The line "The old lady has not taken a vacation for more than 80 days" in "Long Moon Embers" unexpectedly became a hot stalk in the workplace on Douyin, which aroused the resonance ...... countless workersIn fact, costume dramas have been very prosperous in Douyin's film and television second creation ecology, and the two feed each other, helping the popularity of works continue to rise.
The Douyin film and television publicity cases listed above seem complicated, but in fact, as early as November 2023, Douyin's official release of the "Douyin Drama Publicity and Distribution Method Guide" has a detailed introduction to its playing methods.
First of all, the promotion and distribution of dramas should establish a Douyin position of "official accounts as the main and celebrity accounts as the main ones", and use this as the core fulcrum to do the publicity. The dramas released in 2023 will have a total of 1221 views on the official account of Douyin0.6 billion +, the total number of fans reached 5282870,000+, of which 243**likes exceeded 1 million, and more than 4300**likes exceeded 100,000. The official account has been operated for a long time to create the first window for publicity and distribution; Celebrity accounts are operated in fancy style, and "personalized" publicity is carried out, including creative content, online and offline interaction, live broadcast ......and other ways to play. Official accounts and celebrity accounts are not separated, but form an organic whole, and publicity and distribution coverage are carried out at multiple levels and diversified.
At the same time, "the power of the masses is infinite", Douyin has a large and creative group of vertical talents, which is the basis of film and television "content planting". The interpretation, co-production, restoration, mixed editing, and creative interpretation of the drama ......A variety of secondary creations can greatly enhance the vitality and expand the coverage of the series. The ultimate goal of talent planting grass is to give birth to the "tap water" of the majority of users, causing users to create self-stalks and feed back the popularity of dramas, which is the biggest increment in film and television publicity. According to the report, a total of 4.35 million users participated in the promotion and creation of dramas on Douyin in 2023, and a total of 1,221 were created20,000**, with a total of 602 times100 million+, with a total of 1 shared500 million+, cumulative reviews 1100 million+.
Personally, at the end of 2023, at least two dramas have attracted my attention through Douyin publicity: one is the much-anticipated "Flowers", and the other is "News Queen", a rare Hong Kong drama in recent years. I still remember that more than a month ago, when I first brushed the opening of "News Queen" on Douyin, Charmaine Sheh sharply asked: "The profit margin of wire fraud is a thousand times, does it mean that the social value of wire fraud is a thousand times that of news?" "On Douyin, I don't know if there are thousands, tens of thousands of second-creation content around this famous scene; Among them, the user "Li Worm" reverted to Wen Huixin's famous lines and won 22450,000 likes and 130,000 **.
On Douyin, there are not a few such drama creators. According to the report, there are currently 1,000+ million-fan creators related to Douyin dramas, a year-on-year increase of 39%; 8,100+ creators with 100,000 fans, a year-on-year increase of 29%; 40,000+ 10,000 fans, a year-on-year increase of 23%6. Many high-quality content creators continue to produce high-quality content around the latest dramas, and jointly help the birth of popular models. I believe that there should be many viewers who have been "planted" by Douyin content like me and even decided to follow the drama.
After reviewing a series of classic cases of Douyin film and television publicity in 2023, I feel like a military enthusiast who witnessed the "blitzkrieg" for the first time in the European battlefield in 1940, or the "information warfare" for the first time in the Gulf theater in 1991 - the world has changed, and the way of film and television publicity has been completely changed. If you can't keep up with the trend, it is tantamount to insisting on trench warfare in World War II, or insisting on the "steel torrent" in the Gulf War; And those who keep up with the trend will have the opportunity to meet the new dividends brought by the times. In this era of high popularity of mobile Internet and social networking, film and television publicity and distribution are no longer isolated and high. The connection between the big screen (cinema), the medium screen (TV and tablet), and the small screen (mobile phone) has never been tighter. The small screen breaks the circle and becomes a prerequisite for the success of the large and medium-sized screens; Conversely, high-quality content that has been validated on medium screens can also achieve more long-term opportunities on small screens.
No matter when and where, "content is king" is the only way for works to get out of the circle, and the relationship between content and publicity has always been you have me, I have you - Douyin has consolidated and carried forward. The audience is calling for original stories and soulful characters, and the best scene for the filmmaker and the audience to "go both ways" is Douyin. The vivid cases listed above are all on the basis of their own high-quality content, making good use of Douyin's official account and celebrity creators to interact with the audience (position management), and on this basis, they are the result of launching Douyin vertical experts and even ordinary users to "tap water" (content planting) and "two-way running". From the perspective of the Douyin platform, the more active the film and television publicity and distribution activities, the richer and thicker the film and television content ecology, thus forming a virtuous circle.
2023 has passed, and the exploration of Douyin publicity by domestic dramas has just begun. 2024 will be another year of "high-quality growth" of domestic dramas, and which dramas will "go out of the circle" through Douyin, replicating or even surpassing the classic cases of the year? No one knows yet, but I believe there will only be more, not less. I believe that the smart filmmakers have already begun to learn from the "2023 Douyin Drama Annual Report", and try more and fresher compound play methods on this basis.
2024 Travel Guide