Observation on the entertainment of the original uncle team
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In 2023, the variety market finally began to "return blood" slowly.
On the one hand, the traditional N-generation has a stable output by virtue of a mature model, and star reality shows such as Ride with the Wind 2023, Run, Flowers and Teenagers 5 are still big traffic users. On the other hand, even under pressure, various platforms have not stopped trying to launch new IP, such as "Let’s Go Now", which is a conspicuous package of stars, and "Happy Friends", which is reunited with the 0713 employment Homeie group.
This year, the biggest surprise was that the star-making ability of the variety show was once again demonstrated, and finally a "top stream" was created, and this "star-making" came from the cute baby of an amateur family-Mario in "Dad is in Charge 2". Since the variety show was launched, the Tik Tok account of Super Mario has increased by more than 2.62 million from 0-1, and the Mario family has increased by more than 6.1 million. At the just-concluded New Year’s Concert, the entry # Mario has too few shots # was even under the topic of stars all the way, and deus ex ran to the forefront of the social media hot search list.
Source: Tik Tok screenshot
Unexpected surprises always deserve more attention, because they often point to new opportunities and new stories in the future. In Mario, every variety artist has seen the perfect combination of variety star-making and short video announcement. At the moment when the long-short collaboration is getting closer and closer, the traffic supply of short videos has already become a necessary path for the variety market, and "Mario" is not an isolated case in 2023.
The "Star-making" story and traffic events in the variety show in 2023 were completely recorded and dismantled by the White Paper on the Publicity of Variety Show in Tik Tok in 2023, and the methodology inside also set off a research wind in the circle of friends of the variety show people, which caused every practitioner to think deeply about the situation and path of the publicity.
When the development of the industry returns to the essence of content, variety shows no longer need to shout grand slogans, spend huge sums of money and S+ level resources. However, the current variety show market will still create interesting points and empathy with specific people and stories, and how to occupy the audience’s attention more efficiently will be the winning point of the next stage of variety show announcement.
What did you do right in this year’s broken circle variety show?
If we repeat the most famous scenes of the variety show in 2023, we can actually find out some rules for the content of the variety show that the variety artists have racked their brains to know.
The first is to rely on the short, flat and fast, strong spread of the "visual department" variety scene card segment to circle. This kind of content often doesn’t need a high understanding threshold. It can simply and directly evoke the audience’s emotions by visual impact such as beauty, cuteness and handsomeness, leaving memories, such as cute baby, handsome boy and beautiful girl, gorgeous dance, cool special effects, etc., all of which belong to this kind of content.
For example, Mario, who made a big hit in Tik Tok this year, broke through with the card segment of "the cutest in the world", and opened his mouth to ask sweet words such as "I’m not cute" and "I love her if I love me three times", and captured a batch of short video creators to "generate electricity for love" and once again set off a wave of "cloud raising babies" on the whole network; And "Let’s Go Now", which almost assembles the lineup of "conspicuous packages" for internal entertainment, is out of the circle with hilarious scenes, such as "Adam helps Daxun Wei wear glasses" and "Adam teases Shen Teng’s age", which makes the program advance into the top ten in the effective broadcast list of Yunhe Data Network Variety, and becomes the best innovative variety of Tencent Video this year.
Stills of "Let’s Go Now"
In addition to the simple "visual system", it is also an important way to make use of social topics and emotional hotspots to amplify the growth of high-potential characters. For example, Huang Kai in "Exciting offer5", social issues such as family of origin, poor students, postgraduate entrance examination in World War V, workplace counterattack, etc., which are embedded in his personal experience, are all rich in discussion space. In the era of national short video creators, these embedded contents and people’s designs are constantly being analyzed and fermented, which not only makes Huang Kai personally break the circle, but also brings one peak of clicks and topics to the program.
In addition, under the background of the accelerated integration of long and short videos, whether the program group can manage the short video platform account position well with new gameplay such as live broadcast, second creation challenge and main creation vlog has also become the key to the variety show, and it has achieved remarkable results in this year’s variety show market.
Whether it is the innovator "Farming the Land" with a number of content layouts of "feature film+live broadcast+short video +vlog", it makes the explosive content penetrate on a single platform, becoming the highest effective long video innovation variety in 2023, or the re-employment men’s group of Happy Friends initiated live broadcast "sleeping", and Tiger Hu, Diamond and other masters created a group-building live broadcast to accompany them in "The Voice of God 4".
Source: Tik Tok screenshot
Undoubtedly, the position of the variety show in 2023 is being further migrated to the short video platform. When short video, live broadcast, and national innovation are on the C position of variety show, how to do a good job in variety show on a platform like Tik Tok has become a crucial compulsory course.
Return to the essence of variety show;
How to effectively improve the popularity and value of variety IP?
The logic of traditional variety show announcement is a one-way communication in which the announcement team focuses on manufacturing PGC to spread users. However, under the centralized output and distribution, does the announcement team really poke users’ interest? Do you really reach potential users? Do you want passers-by to turn powder? It’s all unknown
Source: "2023 Tik Tok Variety Show White Paper"
Faced with these pain points, the first problem to be solved in the variety show is to break through the circle and find the largest and real user group.
Where the user’s attention is, the announcement of the program is there. So, where is the more efficient passerby?
An interesting phenomenon is that variety users and short video APP users are highly overlapping. According to the "2023 White Paper on Tik Tok Variety Show", 96% of variety users visit short video apps with high frequency, and Tik Tok has over 100 million deep entertainment users who watch more than 20 minutes every day.
Source: "2023 Tik Tok Variety Show White Paper"
Not only are there many people, but we can see that users in Tik Tok are very capable of second creation, and the speed of surfing is soaring day by day. At the same time, they have very unique views and strong desire to express what they want to see in variety feature films and tidbits, who wants to see who will end up with whom, and even what kind of mirror transport, editing, soundtrack and packaging techniques they like.
How to build a new link to effectively enhance the value of variety IP after finding the right place for passers-by has become the key test of the platform’s ability in the current variety announcement.
First of all, to enhance the popularity of a variety IP, the publicity platform needs accurate content deconstruction ability, and has an effective communication form to keep the hot spot outbreak going, thus feeding back the variety IP itself.
What is very valuable is that Tik Tok Variety Passers-by are precious "entertaining the living", which can effectively avoid the embarrassing situation that variety shows are self-proclaimed. They will be crazy in the program comment area, will take the initiative to create stalks and play stalks, and they often have a strong enthusiasm for second innovation.
Erchuang is a process of deconstructing the details of the content with a magnifying glass, which can help the audience who have long been used to brushing at twice the speed to "focus" and understand the ingenious ideas buried by the production team in the content, so as to guide more users to click on the feature films of variety shows, and finally increase the broadcast volume of long video programs.
For example, in "Father in Charge 2", the tidbit of a # Ma Yang Ma Junyan’s 10-day flash marriage increased in popularity among "Tik Tok Living People", and its Tik Tok topic broadcast volume exceeded 27 million. # Ma Yang Ma Junyan’s love after marriage # Ma Yang Ma Junyan’s kiss is a pirated prank # Ma Yang Ma Junyan’s love in Xinjiang, and other second-generation topics have been added one after another, which are constantly being created and deconstructed.
Source: Tik Tok screenshot
This is especially true in the sound synthesis. In "The Voice of God 4", Silence Wang initiated the # lettinggo to travel around the Tik Tok Challenge, and the final topic was played more than 450 million, BGM was used by more than 3 million people, and people liked it more than 4.4 million times. When the song became the "Divine Comedy", the program itself was effectively played with 230 million, exceeding 170 million in the third quarter, and the data soared.
Secondly, for more and more amateur variety shows, how to "make stars" is an important weight to solve the problem of increasing the popularity of variety shows. Now, incubating high-potential characters and feeding back variety IP has become a top priority. Undoubtedly, the birth of popular content on the platform can help the publicity team to screen high-potential "protagonists" and shorten the incubation period, so as to release derivative content more pertinently and purposefully and arrange further publicity strategies.
For example, in the announcement of "Exciting offer5", Huang Kai’s personal account cooperated with the launch of the program in the early stage, and updated 1-2 videos a week. However, after the life story was exposed on October 17th, the huge topic discussion made Huang Kai burst into flames, and the program group quickly added promotional resources, such as the creative announcement of videos combined with Tik Tok’s popular gameplay, among which the gesture dance jointly created by Huang Kai and Hu Minghao won 240,000 praises. On November 8th, the large-scale linkage between the account and Sanlian Life Weekly not only broadened the personal exposure in breadth, but also extended the thickness and sociality of Huang Kai people’s design in depth.
In the end, Huang Kai stood out from all the people by virtue of his inspirational personal design, and his personal account quickly attracted 500,000 fans in five days. In half a month, the number of fans of Tik Tok soared from 0 to 1.1 million, which in turn attracted more Huang Kai fans to return to the long video and pursue more variety.
Source: "2023 Tik Tok Variety Show White Paper"
Finally, the test of a platform’s advertising ability depends on whether it has a mature commercialization link and can tap the incremental opportunities for the commercialization of variety IP. After all, how to help cooperative brands find long-term improvement in commercial value at the moment when the brand budget is tightening has also been included in the proposition that every variety artist needs to think about in combination with content innovation.
On this path, the advantages of Tik Tok Xuanfa are more obvious. In Tik Tok, brands can gain multi-dimensional exposure and multi-channel drainage, and gain long-term growth. Variety IP itself can also find more commercial space in Tik Tok live broadcast, short video, vlog and other diverse content ecosystems, whether it is the investment blessing of IP front links or the diversified realization of IP rear links.
During the broadcast of "Yearning for Life 7", the content exposure conducted by Tik Tok was linked to help Mengniu Telunsu’s flagship store in Tik Tok increase its powder by 5.8%; The dark horse "Planting the Land" promoted the pre-investment link in reverse after the red explosion. From the beginning, only Yuanqi Forest escorted the car, and later more than 10 brand owners came to occupy the pit; "Nice to meet you" opened up "artist+window+short video+live broadcast", which realized the attempt of live broadcast of variety edition with goods, and also provided more possibilities for the commercial return of variety IP …
Source: "2023 Tik Tok Variety Show White Paper"
In the end, what the variety show is going to achieve is that the program itself has soared in broadcast volume, the main creation has improved in popularity, and brand customers have found a channel to realize cash, forming a win-win situation for all three parties. It can be said that in a short video platform like Tik Tok, variety shows can be announced more efficiently. With the destruction of IP, the upstream and downstream of the entire industrial chain have also gained greater value growth.
What kind of strongest assistance should we choose in the future of variety show?
In the new communication environment characterized by two-way interaction, a brand-new idea of publicity is needed: under the content distribution logic of short video interest circle, the real "explosive stalk" is no longer the content focus circled by the publicity team itself, but comes from co-creation with users. The official PGC content is provided, and the core variety users actively explore the highlights to form a stalk, and then spread to the pan-variety users.
Source: "2023 Tik Tok Variety Show White Paper"
Therefore, how to form a benign interaction with users and realize content planting has become the key to the current variety show.
In Braving the Wind and Waves 3, the example of Cyndi Wang’s popularity is a typical representative. On the surface, what we see is a song "Love You" that activates the whole network "Cyndi Wang Boy". But in fact, the Xuanfa team has embedded a lot of popular content for testing five days before the broadcast. The official account has released 30+ short videos one after another, including the opening video of a wing bird riding the wind, the lineup of 30 stars, the video of artists playing, and so on.
Source: "2023 Tik Tok Variety Show White Paper"
Among the 30+ preparatory contents, a creative video of Cyndi Wang: Cyndi Wang sneezing with the caption "If you sneeze, it must be …" was released, and the highest praise was 5.499 million.
After the explosive content appeared, the publicity team quickly followed up. On the one hand, it added the topic of Cyndi Wang’s "Love You" initial stage cut heating, on the other hand, it refined the core emotion of "memory killing", and on this basis, it constantly copied hot spots, and finally completely detonated the phenomenal topic of # Cyndi Wang Boy #, and the total broadcast volume of related topics reached 2.35 billion.
Source: Cyndi Wang’s "Love You" is co-produced
However, the Xuanfa team did not stop there. Instead, they seized the universal public sentiment of "Remembrance and Killing" and created the broken circle with the content of each circle. Whether it is singing and dancing "Love You" from all walks of life or Amway, the phenomenon-level variety show that we feel is finally formed.
This is not coincidence and metaphysics, but a series of operations of the publicity team from pre-embedding test to copying hot spots and then detonating the circle. It can be said that for the subsequent publicity of Tik Tok variety show, a set of scientific ideas of "planting grass with content" has been experimented.
Starting from Riding the Wind and Breaking the Waves 3, this system continued to be used in 2023, and the examples such as Meiyi Liyu in Riding the Wind 2023 and Xu Liang in Breaking Through the Thorns 3 all achieved excellent results.
Apart from planting grass in content, Tik Tok, as a platform that can be operated for a long time, the cooperation between official number+main creator+talent has become the key point to activate core traffic.
Source: "2023 Tik Tok Variety Show White Paper"
The amateur program such as "Daddy in Charge 2" has become the key to the traffic contribution. During the peak period of the program announcement from June to October, Kuang Sheng released 57 related videos, and the videos released by Ma Yang received a total of 7.31 million interactions, which together contributed 31% of the traffic to the program. For a star variety show like Our Inn, considering the cooperation of the stars in the publicity, the official number operation becomes the key. Its official account in Tik Tok has won more than 500,000 praises with a "Song Yaxuan playing guitar and singing ordinary friends", thus contributing 81% of the traffic.
Moreover, after the end of the program, the publicity teams of many programs will continue to combine Tik Tok’s innovative gameplay, continuously update the account content, and precipitate the variety IP assets with longer-term companionship, which can also increase the frequency of brand exposure and enhance the commercial space of the program.
On the other hand, opening up the back link and realizing a large amount of traffic gathered by the variety IP also solved the pain point of "open source" in the variety industry.
"Planting Land" is undoubtedly the best example of using Tik Tok’s position management methodology to break the circle of variety IP in 2023, and it is also an innovative "species" under the coordinated acceleration of long and short.
Stills of "Farming"
"Short video+live broadcast" is the standard for the permanent output of the official number. Coupled with the daily sharing of the main creator and the second creation of the talented person, the potential of planting land in the whole network is gradually spread out. Just live broadcast this matrix, "Planting Land" has a variety of live broadcast methods, such as slow live broadcast and live broadcast with goods, which can not only bring the audience a sense of companionship and healing, but also provide more possibilities for the commercialization of variety IP. The operation of these positions helped the program to become an explosion. The younger brothers in the group of "Ten Diligent Days" started the soaring mode of rising powder one after another, and the attempt to bring goods in the live broadcast also achieved good results, such as the 518 shopping festival of "Planting the Land". The goods on the shelves were also sold out in one second, and the live broadcast room successfully broke into the list of goods.
From the detonation of "Cyndi Wang Effect" in 2022, to the continuous emergence of dark horse variety shows such as "Daddy in Charge 2" and "Farming the Land" in 2023, Tik Tok gave the core methodology of realizing the explosion variety show-"content planting grass+position management".
When publicity plays a more and more important role in the whole variety industry chain, it plays a key role in choosing the right platform, matching the content and finding the right communication path. Tik Tok’s rich gameplay has given variety publicity more imagination.
ending
In this year, variety artists began to embrace short video announcements deeply. Here, they found the passer-by plate that is most urgently needed for variety growth, which made it possible for the future variety innovation practice and also made the variety’s "star-making" ability return. At the same time, they also found a feasible way to realize the link after variety IP, so that the long-term growth of variety IP and brand value can form a win-win effect under the coordinated marketing combination boxing.
Under this background, Tik Tok Platform released the White Paper of Tik Tok Variety Publicity in 2023. Through the explosive variety marketing case in Tik Tok Platform in 2023, a set of practical and referential variety publicity routines was summarized, in order to help the variety publicity find a more certain future.
With regard to the future of variety shows, there are still many waves to be broken and many thorns to be cut. The market is always talking about innovation, but those who are bold in innovation need to be encouraged, and their good content needs to be seen. Tik Tok’s innovative exploration in variety shows has made those brave experimenters feel at ease and fearless.
Original title: "Revelation of 2024 Variety Show: Breaking Circle in Tik Tok"
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