With 50 million followers in two years, how does Poisonous Tongue Movie operate?

The traffic of movie commentary accounts has entered a period of explosive growth, and " Poisonous Tongue Movie ", which has switched from a public account to the short video field, has become a dark horse that stands out among many film review accounts.

Speaking of the most popular film and television account on Douyin, we have to mention @毒舌电影, which is an account with more than 50 million followers on Douyin. It is not an exaggeration to call it a top influencer in the film and television industry!

In fact, Douyin accounts that provide movie commentary are relatively simple among various short video types, but because of their simplicity, they are highly homogenized, so it is still difficult to make them eye-catching.

So today we will analyze the movie "Poisonous Tongue" in detail from three aspects: the path to transformation, content creation and operational strategy, to show you how a high-quality and outstanding film and television Douyin account is operated.

01 The road to transformation

Seeing the name "Poisonous Tongue Movie", I believe most people who like to surf the Internet and read film reviews should be familiar with it, because long before TikTok, the real main battlefield of Poisonous Tongue Movie was on WeChat public accounts.

In November 2014, the WeChat official account of Poisonous Tongue Movie began to operate independently. Only half a year later, it achieved the achievement of 500,000 fans, which shows the operational ability of the operator behind it. Unfortunately, Poisonous Tongue Movie lacked a suitable business model at that time, so it has not yet completed the angel round of financing.

By June 2015, Poisonous Tongue Movies had already had its own brand and achieved self-reliance through the brand, even achieving the miracle of over one million in advertising revenue per month.

Unfortunately, in 2017, the Poisonous Tongue Movie Public Account, which already had millions of fans, was permanently banned due to various reasons, and all the efforts of three years were in vain.

However, even in the face of difficulties, the team behind the Poisonous Tongue Movie did not give up. Instead, they changed the public account to Sir Movie and made a full comeback. Almost every headline article of the public account has more than 100,000 readings, and the number of followers of the public account reached millions in a short period of time.

I really admire the achievements of Poisonous Tongue Movie on WeChat public accounts, but it took years of accumulation to achieve such a success. On the other hand, "The Venomous Tongue Movie" on Douyin was only officially launched on the Douyin platform in August 2019, but now it has reached 50 million fans, which is truly a dark horse!

Since the dark horse of "The Venomous Tongue Movie" can run so fast, it proves that we can also learn valuable experience from the path the dark horse has taken.

02 Content Creation

1. Unified and clear homepage style

For the operation of a Douyin account, the homepage is always a very important building point, because this is where we give the first impression to users. A homepage with professionalism and impact can allow the account to give users a very good first impression.

As for Poisonous Tongue Movie, when creating its homepage, it used three different short video covers to form a complete picture. This design can give users a very shocking visual impact; it also makes the three split short videos become a whole.

As long as one of the short videos becomes popular, it will definitely lead to the other two short videos becoming popular as well; in addition, it can also make the video content more intuitive, allowing fans to be attracted directly through the video cover, etc., which can be said to be a win-win approach.

2. Follow up on current hot topics in real time

When Poisonous Tongue Movie just switched from the official account to Douyin, the video style was often funny and routine. Although it attracted a lot of fans, it was definitely not outstanding among the many film and television accounts. What really made it stand out was the epidemic at the beginning of 2020.

After the outbreak, Poisonous Tongue Movie quickly realized that funny video content was not in line with the current situation, so it immediately released videos such as "How Powerful a Sneeze Is" and "The Story of Ebola" in light of the epidemic to call on the public to wear masks. This operation allowed Poisonous Tongue Movie to successfully usher in a period of rapid fan growth.

In addition, Poisonous Tongue Movies will release videos that fit the festive atmosphere according to different festivals. For example, around Father's Day, it will release fatherly and heartwarming videos such as "The Pursuit of Happyness"; during the Spring Festival period, it will release movie videos that will be released during the Spring Festival.

3. Strong content creation capabilities

Although the copywriter of the movie Poison Tongue seems to have a very strong writing foundation, it actually has certain routines. Here is a rough summary of his copywriting routines:

1. The first 30 seconds of the opening will create a suspense or excitement point to attract the user's attention;
2. In the process of narration, the story consciously controls the turning points, and immediately introduces new suspense points after a turning point. Moreover, there are no repeated contents or overly obvious clues at the turning point, which are the problems that many other film and television accounts are prone to.
3. At the end, an extension will be made based on the content of the film to achieve the purpose of sublimating the theme. This approach allows users to directly understand the main purpose of the film and make it easier to understand the meaning of the film.

03 Operational Strategy

1. Unique style

At the beginning, we mentioned that short video accounts related to film and television are relatively simple to operate, mainly because the material images and content can be collected directly from the film content. The only difficulty is the copywriting part, so most people can operate film and television accounts.

However, as the number of accounts increases, it is inevitable that these accounts will become highly homogenized. In this case, if we want the accounts we operate to stand out, we must have a unique style.

The account must be unique and differentiated so that it will be memorable for users and easier to remember .

A unique style can be achieved in two ways:

(1) Pursuit of novelty

Innovate in the aspects of commentary copy, commentary method, video theme, content format, etc. and find new methods. For example, most video accounts for movies and TV series provide 1080p quality. If you provide 4k quality, you will instantly stand out.

(2) Segmented fields

In fact, there are basically not many film and television accounts that focus on niche areas. For example, there are accounts that only provide commentary for anime movies. Anime can be further subdivided into harem, danmei, hot-blooded, love and other areas. We can even do movie commentary for individual superstars, such as Andy Lau, Stephen Chow, etc.

Poisonous Tongue Movies is also making attempts in this niche field, such as producing commentary collections based on different movie styles, including healing, inspirational and funny ones.

2. User needs

For any type of account, user needs are something that must be grasped. However, most of the current film and television accounts do not actually pay much attention to user needs. They rely entirely on the quality of video content to attract fans, so it is difficult to stand out.

In this regard, Poison Tongue Movie does a good job, because while paying attention to the quality of the video, it also interacts with fans in the video comment area, obtains fans' needs from the comments or answers fans' questions about the video content.

This approach can greatly increase fan stickiness, gain inspiration for video creation, and even improve the quality of video content.

3. Film selection method

As long as we make film and television videos, it will definitely involve film selection. The most important thing to pay attention to when selecting films is two points:

(1) High score

Movies with higher ratings are of high value in themselves and have their own traffic. Many people will choose to watch the movie based on its ratings, but if they don’t have time, short video reviews are the best choice, so these movies are very easy to gain user favor.

Here are randomly selected videos produced by Poison Tongue Films, all of which are high-scoring movies. Little Star has a Douban score of 7.7, Freedom Writers has a Douban score of 8.5, and Ponyo on the Cliff has a Douban score of 8.5.

(2) Big production

One advantage of big-budget movies is that most of the images in the entire movie can give people a sense of visual impact. So when we screen video materials, we don’t need to carefully screen high-quality images. We can easily get enough materials and it is easier to attract users’ attention.

04 Conclusion

When we make short videos of movies and TV series, we cannot assume that anyone can do it just because the video content is simple to produce. Short videos of movies and TV series still require skills to stand out from a group of highly homogenized accounts.

The reason why Poisonous Tongue Movie has become a top influencer in film and television accounts is that it uses reasonable and appropriate operation skills, especially its quick response to current hot content and copywriting content creation routines, which are most worthy of learning from everyone!

Author: Internet Celebrity Headlines

Source: Internet Celebrity Headlines Founder: Dawei