Author | Tons tons
"This is the variety show I have seen that understands Douyin memes the most." Under Qin Xiaoxian's "Subject 1, 2, 3, 4" episode, a netizen commented.
The reason why people make people sigh is that the content was not published by Qin Xiaoxian personally, but came from an account called "Advances Who Make the Go". On this page, there are more than 1,000 items in total, and you can also see interesting content such as Qin Xiaoxian and Wang Hedi's reaction to the cute baby calling him father, Hani Kezi's short-haired girl dancing.
In fact, it is the official account of the variety show "The Action Party Who Gos to the Whole Power". In addition to these more than 1,000 Douyin, it also includes 10 main films of the show. This show is a typical outdoor reality show, consisting of artists such as Huang Minghao, Hani Kezi, Qin Xiaoxian, Wang Hedi and Liang Jingkang, and explores six cities including Shenzhen, Chongqing, and Zhongwei. Since its official launch on July 23, it has attracted a lot of attention from Douyin users, with a total of 2 million fans and a total of more than 5 billion views of the program.
From the perspective of reputation and popularity, "Operation" has undoubtedly delivered a brilliant report card. But its significance as a variety show is more than that. In terms of model, it adopts a full-link innovative approach. In addition to long videos of the main film and 1,000+ short videos, it also includes multiple artists' live content creation and subsequent e-commerce live broadcasts, opening up the content and commercial links of variety shows.
This way of playing has explored a new path for the variety show industry, and this is also the result of co-creation between the producer and the platform. The production company behind "Operation" Sun, Moon and Starlight has created "This" for the long video platform! It’s Slam Dunk, "My Agent and Me" and so on; at the same time, as a project of Douyin’s channel operation business, it is also one of the achievements of Douyin’s layout of the variety show track.
So, the question worth discussing is: For traditional production companies that are good at video platform variety shows, how to change their production ideas, adapt to and fully understand Douyin? From the planning to the operation stage, how do platforms and production companies form a joint force? In terms of the current variety show market, what inspiration has "The Action Party Who Gos to the Whole Power" brought to the industry?
With these questions, Entertainment Capital Theory talks with the CEO of Sun and Moon Star Media and the relevant person in charge of Douyin OGC.
From making a program to making an account,
The gameplay behind the logic transformation is upgraded
From planning to online, "Operation" is undoubtedly the result of the co-creation of the platform and the producer, and for both parties, it is also a meaningful exploration.
It is reported that Douyin launched its channel operation business in 2021. When partners have strong expectations and strong settings for the project's content, account operation and business model, they will introduce the project to provide investment promotion collaboration and resource support. "Action Practice" is one of the offline projects of this business.
From the perspective of the sun, moon and stars, this program means a new attempt. Before planning "Actions", the team of Sun, Moon and Starlight spent half a year studying Douyin and thought about the difference between doing variety shows on different platforms.
Sun, Moon and Starlight believe that the most critical point is the change in content logic: from making programs to making accounts.
The cycle of variety shows is usually limited to online and ending, but the account is a sustainable IP with extremely high stickiness and vitality, and can interact in-depth with users, so as to further explore content and commercial value after users are retained. Therefore, what the production team needs to do is not only create a good show, but also create a valuable account from the perspective of Douyin creators. The logical change of
is reflected in the program name. CEO of Sun, Moon and Starlight mentioned that the program was not called this name at first, but later discussed the logic of account operation with the platform, and then changed to "The Action Party Who Gos to the Full Skills". "We want to try to think about it as personal as possible. The "action Party" feels more like a person doing something in a burgeoning manner."
. What is more important is the model planning and innovation based on this.In addition to the 10 60-minute long videos, the program also includes 1,000+ short videos, multiple live broadcasts of artists and e-commerce live broadcasts.
And these planning also correspond to clear production logic. First of all, 1000+ short videos can ensure exposure in quantity, so as to establish a viewing link from short videos to long videos, producing a "short band and long" effect for users.
Secondly, multiple live broadcasts of artists are highly correlated with the program, which can bring popularity and increase user interaction. There are two types of live broadcasts. One is a live broadcast of the combined broadcast during the recording process before the program is launched. Through the interaction between the manager and the artist, some highlights are revealed in advance, such as the scenes and links that will appear in the main film. Artists fans will become the first batch of users after watching the live broadcast on the official account. Other users can also establish a sense of familiarity with the artist in this process, and these effective interactions can accumulate attention for the current period of the program; the other is a single-person live broadcast during the broadcast period, which includes sharing recording experiences, reacting to the main film, and personal-oriented Q&A and interaction, which plays the role of secondary promotion and distribution.
Finally, the e-commerce live broadcast will be carried out after the program is concluded, which is equivalent to establishing and improving the post-program link. The business model of variety shows has always been To B in the past, and it has made profits from advertising fees brought by investment promotion. However, from the perspective of the Douyin platform, based on the current business environment and its outlook for the next few years, its sustainability is questionable.
Therefore, Douyin has been thinking about how to break the original pattern. When an IP releases energy on Douyin, it will be deposited into an account with a large number of users. These users can not only ensure the long-term activity of the account in the future, but also make the account a place for sustainable operation. How to further explore the value of IP? Expand more possibilities based on these users?
Specifically for the "Action Party" project, the subsequent e-commerce live broadcast is the answer. For this relatively unfamiliar attempt, Riyue Xingguang is already actively promoting with the leading teams in the live e-commerce industry.
Traditional variety show production company,
How to "get thoroughly" Douyin on Douyin?
From the perspective of model, "Operation" has shown a fundamental difference from the variety shows on long video platforms. In fact, only by accumulating enough Douyin users can a series of planning for the back link be realized.
For a traditional variety show production company, to achieve this, it is necessary to break out of the original creative system, have an in-depth understanding of Douyin and Douyin users, and even plan the program content from the perspective of ordinary Douyin creators. Through review with the production team, we can also see how Douyin thinking is engraved into DNA.
According to past experience, outdoor reality shows casting will be relatively broader, covering different types, personalities and ages, but the resident guests of "Action" are more common.
Based on the theme and tone of the program, the team first locked the age of the guests to be under 25 years old. At the same time, it paid more attention to everyone's awareness in the Douyin ecosystem. Huang Minghao, Hani Kezi, Qin Xiaoxian and Wang Hedi had a per capita fan base on Douyin. Some of the guests still have native relationships. For example, Qin Xiaoxian and Wang Hedi have recorded many programs together, and the tacit understanding that has been established omitted the early running-in.
Many details have also proved that this is a very successful casting. In the comment section of "Action", you can see positive feedback from users, the chemical reactions between several guests and the contrast between real display of personality are all attracting fans. Interestingly, artists' commitment to the program and familiarity with Douyin are also feeding back the content.
Overall, several artists gathered to visit six cities including Shenzhen, Chongqing, Zhongwei, etc., which is also the main content of the program. When planning the route and project of exploration, "Action" also found a connection point with Douyin: the same-city business.
In addition to taking advantage of the resource advantages of Douyin, "Action" also considers the particularity of short video platforms as broadcast carriers in content production: fast pace.Therefore, the audience can see some current hot topics in the show, such as the link design with "The Beginning" as the template in the first episode; most games do not use the types of logic that are complicated and need to be derived in the past outdoor reality shows, but are simpler and more straightforward.
It is these contents that provide materials for 1000+ short videos in the official account of the program. But strictly speaking, it is just a part of the material.
Subdivided in the program, the short video released by the program includes three types, one is the supporting content of the main film + behind-the-scenes. The key is that all the content is not simply clipped from the main film, but is redesigned from the editing idea based on the logic of the short video.
The second is planning content, including the use of a large number of hot TikTok memes. When planning, the team will introduce long-term effective memes such as food, dance and dialect, and will also make timely adjustments based on the new memes. The combination of the two has caused many viewers to ask: How many TikTok memes did "Action" eat? Finally, there are content supplements from the perspective of the manager, including the popularization of local life and culture, interactions with artists and users, and planning content, which are not available in the main film of the program.
From casting to long and short content, the birth process of "Action" can also be regarded as the process of traditional variety show production companies adapting to the new platform ecology and gaining full access to Douyin.
opens up the entire link, and "Operation" explores a new path for variety shows?
It is understood that "Operation" has become the most outstanding project in TikTok's health performance. In other words, in addition to the playback volume, its user interaction volume, retention volume and effective VV share are outstanding in data dimensions. At the same time, it is also one of the variety shows produced by Douyin that the average viewing time of long video users is closest to that of long video platforms.
So why is it?
From a specific perspective, in addition to the attractiveness of the content to users, it is also due to the program adopting a series of effective operation strategies.
On June 15, before the official film was launched, the official account had added V and began to release short videos. It is understood that the short video content released in the early stage mainly revolves around artists. The primary principle in planning is to force the Douyin tag to show the artist's side as Douyin users and establish contact with the audience; by laying out the content of artists playing Douyin hot memes, users' awareness of accounts is deepened. At the same time, the live broadcast of the artists mentioned above will also be held.
On the other hand, the use of Douyin product methods has also brought traffic blessings to the program, especially to form effective traffic diversion between artists and programs. For example, when co-creating live broadcasts, fans who follow their personal accounts will also receive notifications when artists live broadcasting on their official accounts. There are more than one way to play similar effects: when an artist publishes program-related content on his personal account, the user can jump to the main film through the tag below the video; when the user watches the main film on Douyin, stickers will appear to recommend artist guests who have not yet followed.
As a whole, the key is that it has implemented a new variety show model, namely, full-link variety shows.
split, compared with common variety shows on the market, the content of the main film and short videos can be regarded as a kind of "infrastructure", and in addition, the program also includes live artists and live e-commerce broadcasts.
Among them, the former is not only strongly related to the content of the program, but also brings blessings at the operation and promotion level. Consolidating the front link of the program can promote "Action" to make a sound on the user side; the latter is the construction and improvement of the back link, becoming the connection point between content and business. After the program is concluded, it will continue to exert the value of IP and conduct long-term operations, which will also attract brands to join in exploring and upgrading gameplay, which is equivalent to expanding the business model of variety shows on the original basis.
In this process, the industry value of "Action" was revealed. In recent years, with the entry of short video platforms, the variety show market is accelerating into a stage of diversified development. Since the second half of last year, there has been an industry dilemma of unsatisfactory investment.The person in charge of Douyin OGC believes that from the content form of variety shows to the business model, practitioners are actively looking for breakthrough points, a new way that is completely different from traditional long video IP. From this perspective, Action offers a solution.
It can be foreseen that under this successful exploration, this full-link variety show is very likely to be further promoted in the future, from innovative play to replicable conventional play, and practitioners will inevitably continue to iterate on this basis.
In addition, for the producers, from long videos to short video platforms, "Action" has also become a case of Sun, Moon and Starlight integrating into the new ecosystem, reflecting its adaptability, production ability, and equally important investment ability as an old production company.
This time, "Action"'s investment promotion performance was also outstanding, attracting Pulse as the title merchant. In the view of Riyuexingguang, the reasons why brands are optimistic about programs are not complicated. In addition to the matching of content and brand tone, the complete IP value of the program link is also the key to impressing the brand.
Therefore, whether it is the platform, producer or variety show industry, the significance of "Action" goes beyond a variety show, but rather a new path to explore in the current market.
