Operation skills and monetization methods of B station film and television accounts!

It is very easy to be an up master on Bilibili.

As long as you register as an official member of Bilibili and then contribute your works, you can become an up-master, which greatly reduces the cost of becoming an up-master.

Therefore, there are a lot of up-hosts on Bilibili, but it is not easy to stand out among so many up-hosts.

Bilibili has also classified the up-hosts, and the videos submitted by each up-host are also reviewed and divided into areas.

Among them, film and television content is particularly popular on Bilibili. There is a flourishing phenomenon of up-loaders in this field, and the overall playback volume is very high, which means that the ceiling is relatively high.

Starting today, I will do a series of special topics analyzing various types of accounts on Bilibili, and will also analyze other types of UP hosts and videos later.

This article analyzes multiple up-host cases to help you understand how B station operates its film and television content to increase followers and realize commercial benefits.

1. Popular videos in the film and television category

The film and television area consists of four parts: film and television talk, film and television editing, short films, trailers and information.

The picture below shows the top three popular videos in four categories on a certain day. You can intuitively feel the obvious ranking from the comprehensive score under the video, Film and Television Miscellanea > Film and Television Editing > Short Films > Trailers•Information.

This is also proven by the weekly ranking of the film and television section of the new site. The top 10 up-hosts can all be classified as film and television talk. They all talk about movies, TV series, documentaries, and variety shows.

This means that when making film and television videos on Bilibili , more people will watch the commentary type.

There are 10 up-hosts in total, 5 of whom have unified account settings, and the names reveal that the accounts are related to film and television.

For example, "XX talks about blockbusters" and "XX talks about movies", the avatars are almost all Q-version anthropomorphic images, creating their own distinctive characteristics.

Let’s first talk about what’s so special about the most popular video in the film and television talk show.

The video title is "The most "tragic" chase scene in history (I've watched countless videos 64)", and the cover has a picture of a person being chased by a group of people and running away frantically, with the caption: I ran away on the spot. The cover and title can be read together.

The up master @凉风Kaze, this is a series of his contributed videos called "Watching Countless Movies", this series can be said to be helping the majority of netizens answer questions and resolve doubts.

In this series, the opening of each video is fixed, and then carefully selected questions from netizens are answered. These questions can be said to be all-encompassing. For example, the question at the beginning is the latest hot news.

The up host acted as fiercely as a tiger, but after analysis, it was concluded that he actually only walked 3.3 kilometers, which is not as exaggerated as the title says.

Other questions were about which show or movie a clip was from.

The up host answered the question in a three-part screen format, with himself appearing on the left side of the screen and the right side divided into two parts, the upper part was the question from netizens and the lower part was the answer to the question, making it clear at a glance.

This video has 214,000 likes, 55,000 coins, 18,000 favorites, 3,376 shares, and 3,184 comments. The highest number of likes among the comments is 12,901.

This video is still very popular. The host is humorous, witty, and very good at making memes.

Although this submitted video ranked first in the popular "Film and Television Talk", the uploader himself was not among the top 50 in the weekly video list.

Because he is the up-host of the animation area, I was completely confused when I saw him. It is amazing that it can submit articles across regions and still be ranked first in the popular film and television talk show, with an overall score that is basically twice that of the second place.

2. @木鱼水心 with 4.773 million fans

The total number of fans is second only to "Mu Yu Shui Xin", the official account of Bilibili Movies.

His profile reads: Film reviews, to some extent, are something that makes people who have watched the film feel less lonely.

The homepage is very well planned. He collects all his contributed videos and makes a collection.

As shown in the figure below, when we want to watch a certain collection, it is difficult to find it among many videos, which saves a lot of time.

At the same time, according to the attributes of the video, it will be further divided into games, documentaries, TV series, animations, movies, etc.

Some people prefer watching movies while others prefer watching TV series, so this makes it convenient for them to see their favorite genres. It can be said that all aspects have been carefully considered.

Each submitted video reveals a high-end and high-quality style.

With appropriate background music and the host's clear pronunciation and articulation of standard Mandarin, his low and gentle voice immediately establishes his own style.

"Film History × Trailer" Bong Joon-ho - He made history for Korean films

This video is a preview of the next submission in the film history collection, "A Complete Interpretation of Bong Joon-ho's Works".

The whole film is 1 minute and 52 seconds long, and the background music is a violin solo. The video is edited with precise timing, revealing a professional level everywhere.

Most of the comments and comments are like "I'm really looking forward to it. I've already clicked three times to show my support for the up master." This video trailer feels like it's close to the level of a proper movie trailer.

Muyu Shuixin also has a public account with the same name, but she does not simply copy the videos she posted on Bilibili to the public account.

Instead, it uses graphic and text explanations to explain TV series, movies, directors, etc., and the number of headline articles read has reached over 50,000.

The far right picture is the "Film History" in the menu bar

The video is made up of professional editing, appropriate background music, high-definition images, and a deep and pleasant commentary voice.

And the up-host does not just simply explain the film, but also adds his own understanding and thoughts about the film and expresses his own ideas.

By watching his commentary, people can understand the entire film and the details that they had not noticed before.

Or you can learn new knowledge about film and television from his "Film History" and "Popular Science and Humanities".

From every submitted video, you can see that the up-host has done a lot of homework and spent a lot of time discussing a movie calmly and seriously. This may be the reason why he has so many fans.

However, "Muyu Shuixin" has only 370,000 fans on Douyin, and the number of likes on his videos is only a few hundred, which is not even as high as the number of views on the official account.

I don’t know if it’s because of this reason, the last video was uploaded on April 28, which means it has been in a long-term suspension.

3. Uploaders who continue to lose followers

As both up-hosts who commentate on movies, "嘻伊啊看" and "木鱼水心" are completely different types.

From "What are you looking at" to "You will be blind after reading" and then to "Hey, look", the main creative team "Tian Na" opened a new account "You will be blind after reading" due to the expiration of the contract

Due to the creation and processing of the film, in order to comply with relevant policies and regulations, the program was renamed "Xi Yi Ah Kan" and launched a new column.

However, the core of the team remains unchanged and is still humorous.

The last video of "What Are You Looking At" was updated on June 6, 2017. It has been 3 years since then, but the number of fans is still 1.085 million.

If you click on his submitted video, you will find that there are several viewers watching it with you in the lower left corner. It can be said that it has been popular for a long time.

So how did the creative team "Tianna" achieve such an unforgettable result?

The beginning of the video somewhat imitates the news broadcast. A male and a female host sit in front of the broadcasting desk, seriously introducing the synopsis of the movie being explained today. But after the new title is changed, the two hosts also change into Q-version characters.

The most important thing is the copy submitted in each issue, which is full of funny moments, and the most common word in the barrage is hahahahahaha.

Coupled with the serious voices of the two hosts and the interesting copy, the humor is doubled. Let me give you a feel for the style of barrage.

There will also be interesting jokes: "On the second day, go to the sutra, go to the hotel at night, on the third day, go to the restaurant, and then watch a movie."

This sentence appeared on April 3, 2017, explaining the 2015 movie "A Murder Case".

This sentence appears repeatedly in the video, making people feel both magical and brainwashing.

Until the latest issue, under the submitted video on July 16 this year, several comments of this kind continued to appear in the comments.

After being silent for half a year, he suddenly updated a rap video.

The comments were full of comments like "My youth is back" and "The missing people have returned", "I've never seen anything like this", and a lot of question marks, as well as "Go to listen to the sutras on the 2nd, go to the hotel at night, go to the restaurant on the 3rd, and then watch a movie."

This video has 1.151 million views, 12,000 barrages, 94,000 likes, 73,000 coins, 19,000 collections, and 6,832 reposts. This data is very impressive, and it directly ranked 20th in the entire site ranking.

The comments also include information about replaying previous related content in the official account. Although it is a replay of past content, the number of readings of each article is over 30,000-40,000+.

Interesting content, even if you read it again after a long time, you will still be amused. There is also a classic soundtrack and nicknames for the characters in the movie. These interesting details are eye-catching.

Therefore, when doing film and television commentary, you don’t have to be serious, but can be humorous. But you must have your own unique style so that people can know it is your content even if they just see the copy.

4. Teach people how to interpret movies, the course fee is 10,000 yuan

When it comes to film and television commentary, we have to mention a phenomenal blogger in the commentary field @小片片说大片. The blogger achieved commercial monetization many years ago by commenting on movies.

The number of fans on Bilibili is 3.191 million, the number of fans on Douyin is 2.815 million, the number of fans on Weibo is 4.68 million, and the number of fans on Meipai is 1.925 million. It can be said that all platforms are flourishing.

It is rare to find commentary accounts that can adapt to various platforms. For example, the poisonous tongue movie, which is very popular on Douyin and has more than 40 million fans, has only 88,000 fans on Bilibili, which is a complete surprise. "TikTok gained 20 million followers in 3 months, how powerful is this movie giant?" 》

Xiaopianpian not only has many fans on video platforms, but its public account, which mainly consists of pictures and texts, has also achieved a headline reading volume of over 100,000, with a high number of likes and views.

How do small videos about big movies attract fans?

After analysis, we found that his speaking speed is relatively fast and his rhythm is also very fast.

The main and supporting characters in the film will be given nicknames. If the plot is complex and high-energy, they will help everyone sort out the timeline and character relationships from time to time.

When analyzing the movie "The Ship", because the plot is quite brain-burning, after giving a general explanation of the plot, I will take care of those who have not yet understood the plot.

He will re-arrange the plot of the entire film in his own way, and finally analyze the metaphors and details of the film, and the barrage is full of understanding.

When sorting the submitted videos by favorites, it can be found that most of the short videos are suspense movies or TV series.

On Bilibili, up-loaders can realize profits through: creative incentives, bounty programs, fan charging, live broadcasting, advertising, etc.

Data from: Xiaoxiaodata

There are also more ways to monetize by directing traffic to official accounts.

I just said that the headlines of the "Xiao Pian Pian Talking about Big Movies" public account have a reading volume of over 100,000, and he also has a paid column.

For example, a TV series has a total of 6 seasons. The first season commentary is free to watch, and the next 5 seasons need to be paid to watch, so fans are required to pay to subscribe to these columns.

If you buy a 99-yuan membership, you can read the column throughout the year. At the same time, he also monetizes through e-commerce, opening a store to sell clothes, canvas bags, mouse pads, pillows, etc.

But what I think is the most amazing is the movie commentary teaching course that sells for more than 10,000 yuan.

The all-round class for film and television short video creation masters charges up to 12,800 yuan, and the training content includes general introduction, film and television, copywriting, dubbing, editing, operation, and monetization.

The content is still very rich, but this is a five-digit paid knowledge product and no refund is supported once sold. I don’t know how many people have purchased it.

However, since Xiaopianpian has tens of millions of fans, it is easy to convert hundreds of people to purchase it a year, so this project alone can generate several million yuan in revenue a year.

In general, "Xiao Pian Pian Shuo Da Pian" can be regarded as a benchmark for commentary bloggers. The video structure, operation methods, monetization methods, etc. can all be learned.

Conclusion:

If you want to submit a video in the video section of Bilibili, go to commentary video > video editing > short film > trailer•information.

Although it is not absolute, the number of views and likes and coins of the video commentary are obviously higher than the other three.

If you have good writing skills, it is recommended that you make video commentaries and establish your own unique style.

Or you have to study the film seriously, make it in-depth, and do it professionally. Either it is witty and humorous, with many famous quotes, or there are new memes from time to time that are impressive.

If you are good at using editing software, you can do video editing. Location videos are also very popular. If you just repost movie trailers, the number of views and likes won’t be high.

Author: Operation Publicity Xiao Leilei

Source: Operation Publicity Xiao Leilei