On Douyin, a large platform with hundreds of millions of daily active users, how can we make the content we create attract and retain more users and fans? The article sorts out and reviews the excellent film and television editing accounts on Douyin, summarizes some common features that are worth learning from, and shares them with everyone.

On July 24, @毒舌电影’s Douyin account had reached 35.661 million followers, not only becoming the account with the largest number of followers in the film and television content category, but also becoming a well-deserved top account in the entire content ecosystem.

Since February this year, according to monitoring by Kas Data, @毒舌电影 has been ranked in the top 10 of Douyin's fan growth list with a monthly increase of 3-7 million fans, showing an extremely strong momentum of fan growth. Along with the strong rise of @毒舌电影, users and many creators have turned their attention to film and television content.

In fact, in addition to @毒舌电影, there are many other film and television accounts on Douyin that have also received a lot of attention recently. For example, the account @贤于葛格has 18.947 million fans; @小侠说电影, which became famous last year for its stylistic interpretation of the Korean movie "The Devil", which achieved over 200 million views on the entire network and now has 16.189 million fans; and @布衣探案, which focuses on interpreting suspense movies and has successfully attracted 14.667 million fans in 5 months. In addition to these top accounts with strong momentum, many film and television accounts are also rising on Douyin.

Undoubtedly, film and television content has entered an acceleration period on short video platforms, and the rise of top accounts has also allowed many creators to see the traffic dividends. So what opportunities are there for film and television accounts in Douyin? How to get a real movie and TV account? Kas Data will discuss this with you.

01 User demand + platform support, film and television accounts usher in new development

Film and television content has always been an essential "spiritual consumer product" for modern people's leisure and entertainment. However, with the advent of the fragmented era, most of the audience's time is occupied by work and study, and the rest of the free time is also "fragmented" due to the discontinuity of time, and attention is subsequently dispersed.

At the same time, a large number of film and television works emerge in the domestic and foreign markets every year. Faced with the contradiction between numerous choices and the fragmentation of user time and content consumption, short videos such as film and television editing that can provide key information to the audience in a short period of time have created a balance between the two: they can not only meet users' film and television content consumption needs, but also break time constraints and quickly obtain content of interest in fragmented time segments.

It is precisely because of this that as early as the PGC era, many excellent film and television accounts emerged and were loved by many users. In 2014, @谷阿莫's "X Minutes to Take You Through the Movie" series of videos used concise, humorous and funny language style to condense several hours of movies into a few minutes of video commentary, which successfully attracted a large number of attention and made people aware of the consumption potential of film and television content among user groups.

User demand is one level, and the other level is the platform's support for film and television content. After the rise of short videos, film and television accounts have been able to have a broader space for development. Taking Douyin as an example, opening up the time limit means being more friendly to film and television content. Since this year's Spring Festival, Douyin has also released more information by purchasing works such as "Lost in Russia".

The "2019 Short Video KOL Annual Report" released by Kas Data shows that in 2019, film and television entertainment accounts entered a "crazy growth" mode, rising from the downstream of the industry to the upper and middle reaches. This means that although the film and television accounts seemed to be affected by the epidemic and only ushered in an explosive period in the first half of this year, in fact, its explosion was paved as early as 2019, and judging from the current situation, its future growth potential is still unlimited.

02 There are many types of accounts. What are the characteristics of excellent film and television accounts?

Film and television clips have been around on TikTok for a long time, and the main account types can be roughly divided into the following categories:

1. Simple film and television editing is to directly cut the climax or wonderful clips from a movie or TV series, add music, and then publish it. This type of account is easy to operate, but the account stickiness is low and the probability of retaining users is relatively low;
2. Movie commentary, like @毒舌电影, selects movies based on certain standards and compresses them for explanation, delivering the complete plot of the movie to the audience within an effective time. This type of content belongs to advanced gameplay, with relatively high technical threshold and requires more time;
3. Explanation and introduction of film knowledge, using real people or animation to explain or introduce relevant film knowledge in conjunction with film images, such as: Level 10 Film Scholar;
4. Editing, reorganization and innovation, such as cutting clips from different movies into a video collection, or extracting the best clips from TV and movies, adding funny dubbing, and combining relevant hot topics to present the materials in a brand new look;

Although there are many types of accounts, due to different technical thresholds and the different "purposes" of creators entering the track, the film and television content on Douyin presents a mixed phenomenon. "Trick accounts", "leek-cutting accounts" and "marketing accounts" are mixed in, dividing users' attention. However, we have also clearly discovered that as Douyin continues to increase its support for high-quality content and as users' demand for content consumption increases, the accounts that can stay and gain user stickiness must be those with high-quality content.

Taking the movie commentary accounts that have seen an explosion in film and television accounts this year as an example, we referred to several top accounts and accounts that have been gaining momentum recently, and discovered some common features worth learning from from multiple dimensions.

1. From the perspective of release form:

Almost all the top accounts use an extremely neat layout when releasing videos: a movie is broken down into 3-6 videos (sometimes 9), and several videos are combined to form a complete cover that can highlight the characteristics of the film. The title of the film will be marked on the cover. For example, @布衣探案 will also indicate the length of the entire video, the achievements of the film, and the core storyline of the film on the cover, so that users can get relevant information about the film at a glance and quickly filter out the films they want to watch.

2. From the perspective of the choice of film themes——

From the perspective of subject matter selection, the film selection criteria of the top accounts can be roughly divided into two types. One is that the account focuses on movies of a certain specific theme at the beginning of its creation . For example, @布衣探案 and @小侠说电影 both focus on suspense movies. In terms of movie selection, the proportion of Korean suspense films in the commentary of @小侠说电影 will be relatively large.

On the one hand, this type of focused commentary account is helpful in quickly targeting fans of a certain type of film. On the other hand, the creators can also narrow down the scope of their choice of films, making it easier to establish their own unique advantages in a certain field.

The rise of this type of account also provides an idea for subsequent film and television accounts, that is, to form a unique style of the account through a certain type of film. In addition to suspense films, is it possible to use domestic and foreign youth films, art films, romance films, action films, etc. as a type of entry to specifically attract the corresponding audiences?

There is another type of top accounts such as @毒舌电影 and @贤于格格, which tend to cover all types of movies. When choosing movies, they generally use "film value" and "social popularity" as criteria.

The value of a film refers to films that have outstanding performance in terms of box office, popularity, word of mouth or in some other aspect, including all types of films, whether domestic or foreign, recent or old.

Social hot spots closely follow current affairs, injecting more real value into the video. Taking @毒舌电影 as an example, it often combines current social hot topics to launch explanations of some films.

For example, the movie he explained on April 30 was "Guide Dog Little Q". At that time, a news about a guide dog being scolded and cried by a bus driver and passengers caused heated discussion on the Internet. Poisonous Tongue Movie took advantage of this social hot spot and launched the film "Guide Dog Little Q". While explaining the movie, it mainly popularized the nature and value of the work of guide dogs to the public, and called on the public to treat them kindly.

In the comments of the film's commentary video, users extended many real-life discussions about guide dogs through the film and also paid more attention to the account itself.

3. From the perspective of commentary style——

Several top accounts all have distinct commentary characteristics. For example, the biggest differentiating feature of @小侠说电影 is its unique commentary style.

Since its commentary always focuses on the two basic categories of science fiction and suspense and horror, it intentionally uses a slow, low-pitched reading tone with rich emotional colors when narrating, and changes its tone according to the ups and downs of the plot. Sometimes it also cooperates with the characters in the film to perform voice roles. With this kind of atmospheric performance, combined with the subject matter of the film, it is easier for the audience to feel immersed in the scene.

In addition to speaking speed, tone, and emotional color, @小侠说电影 will also give characters or place names some specific titles when commenting, such as the names of frequently appearing movie protagonists "Qian Tiao Ge" and "Qian Tiao Jie", the perennial villain "Sang Biao", and supporting character names such as "Awei", "Jin Jie", "Hua Jie", "Zhao Ergou", as well as place names like "Ma Jiatun" in the urban-rural fringe. This unique naming method not only facilitates public memory and relieves the tension brought by the movie, but also plays a certain role in copyright protection.

In addition, high-quality top accounts have their own unique understanding of the rhythm of commentary and the control of the plot. They often do not simply break down the plot of the movie, but combine the plot with many insights closely related to life and social issues , so as to make the film more full. It not only satisfies users' consumption demand for film and television content, but also allows them to gain in-depth experience beyond the film information. This may be an important reason why they can continue to attract fans on Douyin.

03 In the acceleration period, content is still the core essence

The traffic dividends of film and television accounts on Douyin have attracted more and more creators to pay attention to this track, and they are also eager to gain something from this content on the platform.

Compared with other vertical content that requires venues, manpower, machines and many other elements to produce, film and television content seems to have become an entry point for some "opportunists" who want to "take advantage" of the short video track. But no matter when, no matter what type of account, users' essential needs for content are the same. Simple and crude film and television accounts that rely solely on reposting and riding on hot topics may be able to gain temporary traffic, but they will not be sustainable in the long run.

How can film and television accounts seek more opportunities? Kas Data summarizes several key points here:

1. Establish the style and positioning of the account to create differentiated advantages. There is still a serious homogenization phenomenon among film and television accounts. The content patterns of many accounts are quite similar, which is very unfavorable for users to form strong stickiness to the accounts. Finding distinctive segmentation entry points from the perspectives of expression, visual presentation, language, content selection, etc. will be more conducive to the long-term retention of the account.
2. Strengthen the interactivity between accounts and users. Film and television short videos rely more on the film and television content itself to attract users. The direct collision between users and creators is relatively less than other types of accounts. In order to enhance stickiness, it is necessary to strengthen interaction with users and give the account warmth and emotion beyond the content, which is more conducive to the stability of the account.
3. Avoid copyright risks as much as possible. Look for materials in movies that have already been released (generally avoid movies that are currently being shown). You can add your own subtitles or indirections to the released video. The length of time used for each clip should not be too long. This can greatly reduce the risk of infringement.

Since film and television content has its own topics and attention, this form of content itself brings traffic.

The rise of a series of accounts such as Poisonous Tongue Movie, Commoner Detective, and Xiaoxia Talking about Movies have shown us the potential of film and television accounts, but outside of these accounts, the sub-sectors of film and television accounts have not yet been fully explored. During the acceleration period, which accounts will bring us surprises? Let's look forward to it together.

Author: Kas Data

Source: caasdata (ID: caasdata6)

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