I've never seen a village where the aurora appeared, and I haven't seen anyone setting off fireworks in the middle of the night.
The evening star is like your eyes killing and setting fire, you don't say anything, the wild wind disturbs me.
At the beginning of November 2021, folk singer Liu Shuang's "Mohe Dance Hall" suddenly exploded on Douyin, a song that was not well known before. Its popularity is due to the second creation on Douyin, and some bloggers have paired this song with a clip of Liao Fan's solo dance in the song hall in "Fireworks in the Day", BGM's melancholy temperament complements Liao Fan's state of dancing recklessly with a cigarette in his mouth, and this short ** clip can't be dispersed in the human brain for a long time.
The short ** let the movie "Fireworks in the Day" enter the field of vision of more people, and Liao Fan's solo dance shot successfully attracted the audience to look for this movie**.
In late July 2023, a group of influencers and users posted "worship Buddha"** on Douyin suddenly became popular, they imitated the clip of Wang Chuanjun worshipping Buddha in the movie "All or Nothing", this scene formed a contrast between disregard for life and pious beliefs, and stimulated a group of users' curiosity about the characters to watch the movie.
These two film clips, as well as the related short ** on Douyin, have formed a kind of popularity that has spread online, attracting people's attention, discussion and imitation.
This phenomenon has actually brought an enlightenment to film and television publicity:Discover and make pops on social **. Film and television publicity is not fundamentally different from product marketing, but it has a unique means of publicity - to create a popular trend with the content of film and television itself, causing the audience to imitate and follow, thereby pushing up the volume of film and television and promoting the box office. Star Wars in the seventies and eighties of the last century pioneered this type of marketing.
As a classic sci-fi movie, Star Wars not only created a grand intergalactic world, but also created a pop culture. Fans are not content with just ** movies, they also organize various events such as parties, movie marathons, and seminars to share their love and insights about movies.
Characters from the movie, such as Darth Vader, Luke Skywalker, Princess Leia, and others, became extremely popular choices for cosplay events.
The classic line from the movie, "May the Force be with you," has also become an iconic phrase in pop culture. This phrase is widely quoted and varied, and is used in various occasions and contexts, such as blessings, encouragement, ridicule, etc. This allows the style and atmosphere of the film to be integrated into the everyday language.
These elements have made the "Star Wars" series of movies continue to rise at the box office and endure for a long time.
The era of Star Wars popularity was not yet social**, but it created a trend that people spread through offline interpersonal communication, and eventually promoted the widespread distribution of the movie.
Today, this method is still one of the most effective methods of publicity and distribution of film and television works, because with social networks such as Douyin and Weibo, the popular trends created by film and television works can be better spread on the Internet. A classic line in the play "Hurricane" "Tell Lao Mo that I want to eat fish" has caused countless netizens to imitate it, and the amount of "Hurricane" is also "Hurricane"; The attentive service of "Prosperous" has allowed a large number of users to learn Hu Ge-style dressing in the 90s on Douyin, and the search and volume of works have also risen correspondingly; When Fei Xiang's "Business Yin Language" continued to swipe the screen on Douyin, more and more people were attracted to the cinema to watch "Fengshen Part 1".
It can be said that when the relevant elements of film and television become a popular trend and are widely discussed and disseminated on Douyin, ** data will be driven accordingly.
Because of this, more and more film and television works have begun to be promoted on Douyin, striving to create popularity. According to the "2023 Douyin Movie Annual Report", the number of movies released in 2023 and the relevant content released on Douyin is as high as 239.8 billion, a year-on-year increase of 168%; The total number of likes reached 5.4 billion, a year-on-year increase of 144%.
The report also shows that the box office of the movie is strongly correlated with the amount of topics on DouyinThe 2023 Douyin Top 10 Movie Popularity list highly coincides with the Top 10 Chinese movie box office, with 8 movies entering the top 10 at the annual box office. Good content is always the foundation of high-quality movies, and when good content drives movies to become popular on Douyin, the box office will soar.
There are several characteristics of film and television publicity in a way that creates popularity:
First, the cost is low. Different from advertising, the popular marketing method is to dig out the content of the film and television itself, and promote the content to become a hot stalk or popular trend on social networks, once there is excellent content to be mined, second creation or imitation, film and television clips can be popular, the budget of this marketing method is much lower than pure delivery.
The second is speed. Once content based on a film or television work is formed on social networks, it spreads very quickly, and it may become a hot topic within a day and become well-known to the public, which is faster than advertising for at least a few days or even more than a month.
Third, it affects a large number of people. Once the scenes, characters, lines, etc. in film and television become popular on social networks, the magnitude of their impact will be very large, which will of course also inspire these people to go to the cinema.
Therefore, for the current film and television publicity, it is a very effective marketing method to influence potential users by creating popularity on Douyin. So how should film and television works create a popular trend on Douyin and promote the spread of the work itself?
In November last year, Douyin released the "Douyin Film Publicity Method Guide", which gives two core methods for film and television publicity: position management and content planting. Combined with this guide, I give the following tips on how to create popularity in film and television, giving guidance from the aspects of content, position, KOL, and topic for your reference.
Content Innovation: Give familiarity to strangeness
At the heart of making a pop is creating content that is easy to pop, which is the essence of this type of marketing.
How to create this kind of content, Derek Thompson argues in his book "Detonating Popularity".The things that are most likely to explode are often the ones that find a delicate balance between familiarity and novelty, with both surprising content and enough familiarity. For example, Brahms's lullaby is widely popular because it imitates an Austrian folk song and adds some church elements, making the song more gorgeous.
For film and television works, users are often familiar with the famous scenes or lines in the works, but they are too familiar, and the user's communication motivation is insufficient, so it is a better idea to transform on this basis and "make the familiar unfamiliar" to achieve a balance between familiarity and novelty.
The reason why most of the more popular movie clips are widely disseminated is also because there are new interpretations on this basis, such as "Fireworks in the Day" at the beginning of the article, because the BGM of "Mohe Dance Hall" has brought it something new, so it is liked by users.
In the movie "All or Nothing" mentioned at the beginning of the article, Wang Chuanjun's scene of worshipping the Buddha's name became an instant hit, his indifference to life one second, and his devout worship of the Buddha in the next second made people feel that "the two faces of the fraud leader before and after, thinking about it are extremely scary". This famous scene was imitated by more than 100 head talents, giving a new elaboration to the clip, so it quickly became popular, and this imitation broke the record of movie challenge gameplay, with a total of more than 23 million likes on the hot spot**.
Official Position: The official meme is the deadliest
In the era of social networking, film and television works that do not operate official accounts are equivalent to losing a major weapon for the promotion and distribution of works. The long-term operation of the official account will help the audience understand the behind-the-scenes story of the movie, improve the viewing experience, help the position achieve user precipitation, strengthen the long-tail effect of the box office, and contribute to the long-term success of the box office. On Douyin, the official position operation should give full play to its own strength and form a matrix of official account operation + celebrity ** business + live broadcast on-site boost.
In terms of official operation, the official account can publish classic content of the work, stories in front of and behind the scenes, actors' stories and other related content to enhance users' attention to the work.
The report shows that on Douyin, the top 10 official movie accounts with the highest attention have published an average of 494 pieces of content, with an average total content volume of 7.4 billion and an average increase of 1.77 million fans. And in the top 10 likes of the official account of movie Douyin in 2023, 7 movies have entered the top 10 of the annual movie box office.
From the perspective of celebrities' active business, the stars themselves have a huge number of fans, these fans belong to the high-potential movie-watching group, and the stars can release relevant content of film and television works in a timely manner, interact with fans, and effectively increase the popularity of the film while responding to the enthusiasm of fans. For example, in "In the Octagon Cage", Wang Baoqiang cooperated with many Douyin experts to shoot a short **, in order to "hit the box office", and in "Fengshen Part 1", the crew made a stalk together, "v I am 50, I will let Xuelongju take you home, tell you the weakness of Ji Fa, and make you the king of the whole world", these are all performances of stars to help create popularity.
In terms of live broadcasts, relevant personnel of film and television works initiate and participate in live broadcasts, which can intuitively show their own characteristics and improve interaction with users, such as during the promotion of "The Long Season", Qin Hao reproduced Gong Biao's dance in the single live broadcast room, with 1.37 million live broadcasts, and the highest number of people at the same time was 170,000.
KOL Boost: The Power of Influencers
The Tipping Point mentions the role of the "Law of Key People", key people (KOLs) who use their social networks, expertise, and persuasion to quickly spread information to more people, thus triggering popularity. In the past, film critics were key figures, but today, many professional experts are key figures.
For example, the live-action author @ a hundred-year-old cat deeply analyzed the 3 big situations + 20 hidden details + 14 classic paintings in "Disappearing Her", so that many topics such as "Disappearing Her", "Disappearing Her Viewing Suggestions", "Disappearing She Worth a Second Brush" and other topics have risen, stimulating the audience's discussion after watching the movie, driving the continuous dissemination of the movie content, and many viewers have watched the movie for the details.
In "Fengshen", Fei Xiang became popular because of his role as the king of the gods, and his characteristic accent was jokingly called "Business Yinyu" by fans, and the expert Luffy Xianbei imitated "Business Yinyu" and featured a "God Restoration", with more than 1 million likes, which promoted the popularity of "Business Yinyu".
Topic: To guide the masses and become popular
When interesting and meme-up content, driven by officials and KOLs, has become a popular trend, the next step is to promote the content to the public, trigger public discussions, imitations or secondary creations, and finally make these contents become hot topics.
In this regard, a unique point of Douyin is that a large number of users like to create a second according to the content of film and television works, and participate in movie-related topics.
During the release of "Man Jianghong", because of the above opera BGM, its walking clip of just a few seconds became popular, and netizens filmed and imitated ** for the second creation, calling it "the sequelae of walking after watching "Man Jianghong", and the whole Douyin is on the top 2 of the topic list in Manjianghong, with more than 800 million related topics and more than 300,000 likes.
When more people imitate the way of walking of "Man Jianghong" and are seen by more and more people, the box office of "Man Jianghong" will naturally increase.
The same example is "Encounter Kill" for "Goodbye, Li Kele", Gao Qiqiang said to tell Lao Mo that I want to eat fish" for "Hurricane", etc., these topics that have been discussed and imitated by the public have boosted the volume of film and television works or the box office. To sum up, we can basically conclude that popularity can be created and guided. Film and television works can guide the public's heated discussion and imitation of content by creating easy-to-popular content on Douyin, and using the method of official and KOL jointly driving content, and finally make the content related to film and television works a popular trend and drive the improvement of film and television box office.