In 2023, many variety shows will continue to verify, and the publicity effect and growth path that can be achieved with the help of Douyin's advantages are clearly visible. In addition, they have further opened their minds and explored more new publicity values, including: many variety show IPs and user assets have achieved long-term precipitation; Not only has the investment revenue capacity of front-link brands been strengthened, but more back-link business opportunities are also emerging through diversified monetization methods such as live streaming. With the blessing of the variety show IP with high traffic potential energy, the brand's own ** and voice have been effectively improved, and the commercial value is achieving long-term growth; Wait a minute.
Author: Lan Er.
Editor: Wang Zizhi.
Layout: Wang Wei.
In 2023, the variety show market will continue to move forward under pressure.
On the whole, the industry is still in a cooling-off period, and it is still mainly focused on stability, and the proportion of the comprehensive N generation has further expanded, firmly occupying the head market. In the meantime, some new signals of warming and improving are also encouraging practitioners: for example, the situation of "naked broadcasting" in 2023 will finally ease compared with the previous year; The small step exploration of some circles and new themes has also achieved important gains, so that the industry can further see the value of subdivided boutique competition and see the breakthrough of innovation.
At this point in time, more and more variety artists are beginning to think about the problems at the bottom of the industry, and people are discussing many changes in the chain, such as variety show publicity. When the logic of the variety show industry relying on elements such as strong lineups, big productions, and hot themes to create explosive models gradually failed, the publicity logic formed on this basis also showed discomfort and fatigue; Practitioners rely on a single dimension of the best quantity to judge the effect of publicity, and it is difficult to adjust strategies, making popular or dumb fire more and more uncertain; When user attention becomes more scarce, traffic and time become more fragmented, the efficiency and effectiveness of traditional publicity methods continue to decline, and the most typical reflection is that from 2021 to 2023, the number of user interactions in variety shows has been nearly 8%.
Source: "2023 Douyin Variety Show Publicity*** The industry urgently needs to break the situation in the idea of lane change and refinement, practitioners are actively taking a systematic approach, and Douyin is also releasing variety show publicity with insights into new phenomena***Everyone hopesThe next stage is to be visib, measurable, verifiable, more efficient and more professional, so that more good variety shows can be seen.
As mentioned above, the innovative achievements of some variety shows have made practitioners feel confident, and "Let's Farm the Land" and "Daddy's Home 2" are typical representatives: they not only rely on themes and ideas to achieve market breakthroughs, but also use innovative publicity and operation to make themselves counterattack and break through to a greater extent.
For example, "Let's Farm the Land", on the one hand, it has to let the audience see that the young people participating in the show really want to do a good job in farming, and on the other hand, from its emotional value to the audience, the main focus is still the companionship of slow life. So in order to fully do and amplify these two points, the program team has opened a new position on Douyin in addition to iQiyi's long** + live broadcast in parallel:The official daily release of high-energy essence clips, and the main creative members continue to share multi-perspective personalized farming and daily life; And as many as 93 live broadcasts of slow life, allowing the audience to follow the comprehensive immersivelyWitness the growth and harvest of people and land together.
Such a long-term, multi-angle, and uninterrupted operation can be said to have completed the role of a "complex", which not only constructs a long-term companionship relationship between the program and the audience, but also effectively transforms a large number of rich documentary materials into more valuable incisions, which diverges waves of popularity for the program and arouses the attention of more people. So such a program that is not favored and completely lacks native traffic starts with the first.
Since the third and fourth phases, the popularity of the whole network has risen rapidly, and then it has started its own dark horse road and long-tail effect that has lasted to this day.
Source: "2023 Douyin Variety Show Announcement*** In terms of "Daddy 2", in an environment where parent-child content is similar to a certain extent and difficult to recognize, all members take the initiative to attack, from the official to the members work hard, the audience interaction and the production of new materials are non-stop, fully tap their own potential, and fully tap their own potential to match the interests of the public's cloud absorbing cute babies, the group yearning for warm emotions between people, and the concerns about topics such as parenting in the new era, fathers with babies, and mothers' workplace conditions.
According to statistics, during the broadcast,The official continuous operation of "Daddy Home 2" on Douyin has made its official account receive a total of more than 14 million likes; The family accounts of the four groups of members have posted more than 800 pieces of content and received more than 100 million likes。Highlights such as the title scenes, tidbits, and family routines of the members are constantly excavated and interpreted, and they explode wave by wave and set off a continuous climax. Typical hot keywords such as the flash marriage of the members of the Ma family, love after marriage, and the realistic version of the prank kiss have formed a group of hot topics on Douyin to helpThe program ushered in the highest point of the single-day broadcast index, which was **12 compared with the average7%
Source: "2023 Douyin Variety Show Publicity*** In the end, the publicity and distribution innovation of these two representative programs is reflected in the actual results: good quality is really seen, "Let's Farm the Land" and "Daddy 2" have Douban scores of more than 9 points, and the former is still the variety show with the largest number of Douban reviews in 2023; Good content harvest should have a voice,"Daddy Home 2" is among the most popular variety shows on Douyin with the top variety shows of other three star artists, and "Let's Farm the Land" ranks among the top in the list of the annual lighthouse innovative variety show feature film and the effective number of Yunhe network comprehensives；Business value is recognized by practice"Let's Farm the Land" was added to more than ten brand advertising cooperation during the broadcast period, and "Daddy's Home 2" and "Let's Farm the Land" were ranked in Yien's 2023 H1 brand cooperation variety show praise.
The third and fourth, all the members of the two programs have increased their fans, and amateurs have quickly achieved a breakthrough ...... from 0 to one million fans
It is precisely from such a big counterattack of no traffic and small incision programs that we can more intuitively feel the great value brought by publicity and distribution innovation.
Regarding the counterattack and outbreak of "Let's Farm the Land" and "Daddy Home 2", there is a common keyword - Douyin, which is becoming a must-win highland for the promotion of variety shows.
According to the "2023 Douyin Variety Show Announcement" released by Douyin a few days agoIn the first three quarters of 2023, a total of 377 variety show IPs will be settled on Douyin, a year-on-year increase of 26%. The head variety shows have all entered the Douyin ecosystem, and at the same time, Douyin's important "barometer" role in the variety show market has been formed。Combined with the actual combat achievements and industry experience of variety shows in Douyin in recent years, the market has precipitated a set of evaluation standards for variety show popularity based on the Douyin platform, and the actual performance of variety shows has formed a high positive correlation with their attention on Douyin. For example, the ten popular variety shows of the year such as "Let's Run 7", "God's Voice 4" and "Riding the Wind 2023" evaluated by Douyin's relevant data, only based on the 2023 TV variety show and online variety show effective ** screen domination list recently released by Yunhe Data, it basically corresponds to the top 5 positions of the two lists.
Source: "2023 Douyin Variety Show Publicity*** So, why do variety shows choose Douyin to become the new publicity solution? Fundamentally, it is still the new demand for visibility, measurability, and verifiability of the publicity process and effect that we mentioned at the beginning; Correspondingly, practitioners are generally optimistic about the three major advantages of Douyin.
First of all, a large-scale, real, and vivid pan-variety show passerby. Douyin's daily entertainment content is as high as 10 billion, and more than 100 million deep entertainment users consume more than 20 minutes a dayDouyin users are also very diverse in terms of participation and interaction, and they have positive enthusiasm for participation and active interaction habits for social issues, life issues, singing and dancing and other talents-for exampleIn "God's Voice 4", Wang Sulong launched the "Take LettingGo to Douyin All Over Douyin" challenge, and the whole people set off a creative tide of covers, sets of templates, etc., **Tourism, appearance, life and other points blossomed, and the final challenge topic exceeded 4500 million, the use of BGM exceeded 3 million, and the submission of the same style was as high as 6.36 million
Source: "2023 Douyin Variety Show Announcement*** Secondly, the highlights of variety show content are very conducive to deconstruction and amplification in this fresh state, and then continue to pull ** up with hot outbreaks. For example:"Heartwarming Offer 5", in the program, the young man Huang Kai told about the difficult childhood of his original family, and after the inspirational struggle of abandoning medicine and being admitted to Tsinghua University from the Five Battles of Law attracted attention, the original plot, the crying of the cheering group, the encouragement of the mentor, my response, and the creation of more talents formed a heat wave that continued to extend and amplify, which made the high point of the program broadcast index of the week directly rise by 164%
Source: "2023 Douyin Variety Show Publicity*** Third, the most important content element in variety shows, the main creators, have the opportunity to quickly gain high popularity, convert attention traffic into actual fans, and then discover new hot spots, further bringing greater influence and attention to the show. Such as:The main creator of "Daddy Home 2", which has a cumulative increase of 8.28 million fans, continues to derive companionship content with the program cycle, and continues to go out of the circle, making the proportion of "non-core" fans of parent-child variety shows increase significantly in the last two months of the program's broadcast period, of which the proportion of male fans has increased by 28%, and the proportion of fans over 24 years old increased by 50%
It can be seen that in practice, the publicity effect and growth path that variety shows can achieve with the help of Douyin's advantages are clearly visible. In addition, if you further open your mind, the value of publicity on Douyin is not limited to the "publicity" during the broadcast period: judging from the early examples,Through the official account and account matrix, the IP and user assets of many variety shows have achieved long-term precipitation, for example, "Let's Farm the Land", which once had an unclear future, has already received the development opportunity of the second season of the feature film and derivative variety shows; A lot of shows not onlyIt has strengthened the brand's ability to attract investment and income, and is also gaining more back-link business opportunities through diversified monetization methods such as live broadcasting, such as "Nice to Meet You", etc.; And with the blessing of variety show IP with high traffic potential energy,The brand's own ** and voice will be effectively improved, and the commercial value will achieve long-term growth；In addition, in the long cycle of variety show broadcasting, some program groups use the new understanding formed by users in the publicity and distribution operation to make timely adjustments to the follow-up recording and production of the program, so as to achieve better satisfaction ...... users
Source: "2023 Douyin Variety Show Publicity*** Innovative publicity is very tempting, so how to really use the potential energy of resources in Douyin for your own use?
In fact, this is no longer about crossing the river by feeling the stones, and more and more variety show practices have given many classic cases and wonderful plays. We can find the core logic that can be referred to from these head variety shows with more than 5 billion and 10 billion in Douyin.
Source: In "2023 Douyin Variety Show Publicity*** Riding the Wind and Waves 3", Wang Xinling's emotional phenomenon and its help to the show out of the circle are impressive.
It is understood that from 5 days before the broadcast, the official account of "Riding the Wind and Waves 3" has been released one after anotherMore than 30 pre-made hot content from different angles, through monitoring, the program team found itWang Xinling's influence as the "sweetheart leader" was the first to be highlightedcame out, and the "sneezing" idea she released was the most popular, so she quickly passed Wang Xinling's personal accountThe highlight cut of the first stage "Love You" has been added, the ** successfully out of the circle, received praise as high as 167130 thousand.
After the appearance of this first popular content, the program team carefully dismantled the reasons for its popularity, and excavated in many directions such as songs, dances, stages, emotions, and characterskeenly grasped the emotional direction, saw the audience's youthful memories and emotional yearning in it, and began to further enrich and amplify。We can see that at that time, Wang Xinling sang love you again, Wang Xinling loved you and blew up old fans on the whole network, Wang Xinling boy, we are really just old and other hot topics emerged one after another. The official and main creators of the show are actively responding, stimulating waves of second creation fermentationFor example, Wang Xinling released the co-production challenge of "Love You", and a large number of netizens actively participated, forming an atmosphere of singing and dancing "Love You" on the whole network.
On this basis, the program group againCombine hot topics with broader public sentimentsFor example, in addition to the youth memories of ordinary people, the emotional points of "Love You" continue to increase in value, and ferment in the direction of struggle, inspiration, and positive energy for life, life, and social "love", making the program further hotBreak through the basic audience of variety shows and break through to the public circle。In this process, with the help of Douyin variety show popularity index, content cooperation platform and other products, the program team can continuously track the effect and optimize the strategy.
The reason why this case is brought out is because it clearly demonstrates to us a typical process of content planting on Douyin: first, the potential content is pre-embedded, tested from multiple angles, and the breaking point is scientifically located from the initial hot traffic situation; Then, the explosion point was fully deconstructed in a diversified manner, and the popular content was amplified from one to hundreds, so as to stimulate the enthusiasm of users to spread and interact with each other. Take it a step further, find public empathy, find a connection point to a wider audience, and promote the content to upgrade out of the circle.
In fact, creating a single hit content or a short-term hit effect is not enough to push a show too far; For variety shows,While having the awareness and ability to plant content, it is equally important to be able to do a good job in the long-term position management in Douyin。On the one hand, because of the long broadcast period, it is very important to leverage the traffic of each block as much as possible to maintain a kind of attention in the whole life cycle for the final overall performance of the program; On the other hand, continuous position management, in the context of serial development, can also allow IP to be accumulated and strengthened for a long time, so that user groups continue to precipitate.
We can see that the current variety shows pay great attention to the coordination of the account matrix, in addition to the official account, all the main creators open accounts, release different content around the variety show IP, and provide differentiated emotional value.
Source: "2023 Douyin Variety Show Announcement*** Officials generally need high-frequency continuous supply of scarce materials, such asThroughout the broadcast of "Stage 2023", the official account released more than 600 works, including the excellent perspective of the scene, the highlights of the stage, and the wonderful revelation and interaction behind the scenes
From the perspective of the main creative members participating in the show, whether it is the influence of celebrities or the vivid closeness of amateurs, their positive response to interactive companionship will bring users a better feeling, and it is also generating fresher highlights and conversations, attracting audiences and passers-by to pay more attention to the program. For example:After the public stage of "Overcoming Thorns 3", Ma Boqian, Li Jiuzhe and other brothers co-created and released "Off Work" ** fancy pet fans extended the popularity; The amateur guests of "Daddy 2" actively replied to netizens as many as 178 times in the **comment area, exchanging resonant family and emotional feelings, and quickly attracting fans with a "real sense"; Including during the period of "Youth Travel 3", director Wu Tong directly answered the hot questions of the program that the audience was concerned about on his personal account, listened to the audience's needs and suggestions, and won high praise
At the same time, the program team will often pry the external talents of various vertical categories to participate in the interaction, and further complete the effect of fancy rectification and breaking the circle.
Source: "2023 Douyin Variety Show Announcement*** It is worth mentioning that in the position management of variety shows, the double opening of short ** and live broadcast has become an important direction. For example, we mentioned "Let's Farm the Land" earlier, and tried various differentiated practices such as check-in live broadcast, live broadcast of life, and live broadcast with goods, and in 2023, we will play the short and straight double opening of variety shows to the extreme. When the main creator checks in and broadcasts live every day, the number of viewers can reach up to 12.26 million; One of their live broadcasts of life is the "Rose Night" package express slow live broadcast, with 52 million likes; In the live broadcast of the "518 Shopping Festival" held by "Let's Farm the Land", the goods were sold out in 1 second, breaking into the TOP30 of the goods list
In addition to "Let's Farm the Land", many variety shows are also trying new solutions. For example:During the broadcast of "The Voice of God 4", Hu Yanbin started a live broadcast to watch variety shows, and invited the guests to connect and watch together, bringing an immersive interaction to the audience, with 2.68 million people in the same scene, resulting in 250,000 barrage chats。There are also some innovative variety show IPs, which have been used in live broadcasts to tap their own greater commercial value with the help of Douyin plates such as e-commerce and life services.
In fact, just as we enter Q3 and Q4 in 2023, the entire variety show industry has clearly felt a more promising trend for the better than in the first half of the year, the quality of the N generation of variety shows has improved more and more, and the new variety show has also achieved more considerable popularity. When starting again in a possible turnaround, the release of Douyin variety show publicity *** is also at the right time, and the more timely the industry's follow-up on publicity and reform and innovation, the more it can truly turn uncertain hopes into definitive facts.
Check out "2023 Douyin Variety Show Announcement***" now