In Douyin, see another posture of "star business"

· ️ Deep Life Original · Author ｜ Zu Yang

The tide has arrived. In the current entertainment ecosystem, Douyin is becoming increasingly an inseparable part.

For example, you can make stars. Fei Qiming and Modern Brothers Liu Yuning are all creators who are at the beginning of Douyin. Now Qi Song, who starred in "Twenty Twenty", has been well received; the latter sings OST and released new albums. The advancement of the creator to the singer and the actor.

For example, become a new position for film and television announcement. During the broadcast of "Cang Lan Jue", starring Yu Shuxin and Wang Hexuan opened the live broadcast of Douyin, and the story behind the creation of the drama creation. hot topic.

For example, it can also provide celebrities with online performance stage. Some time ago, Eason Chan opened the "Broadcasting · Eason Air Douyin Online Music Radio" in Douyin's opening on Douyin. It watched more than 120 million people. Eason Chan's personal account increased over 800,000.

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It is not difficult to see that on this platform with short videos and live broadcasts, the operation of the stars is becoming more and more familiar. In the early days, the interaction of the stars on social platforms is mainly graphic and text, and the content that can be expressed is also limited. The star image is not three -dimensional. Today, stars can interact with fans in real time through short video, live broadcast and other media. It is also defined again.

Furthermore, this is not only the abundance and extension of the form of content expression, but also the optimization and update of covering the full chain of the entertainment industry. From announcement to fans in depth operations, from daily content to performance detonation, star business has found "New New position".

Differential platform star ecological layout

The special nature of the star's profession is required to appear in the public vision at all times to maintain exposure and activity. However, film and television dramas, music albums, and concerts are long -term and uncertain products. When stars have no work exposure, social platforms "business" is an important way for powder and powder.

In the era of graphic, celebrities are used to sharing daily life with text records. Weibo is one of the earliest social platforms with the earliest and most settled stars. With the differentiation of traffic and the fragmented content, a single social platform can no longer meet the needs of the celebrities. In order to circulate more traffic, more and more stars have begun to be active in Douyin, fast hands, Xiaohongshu, Zhihu Zhihu, Zhihu , B and other emerging platforms.

Communication scholar Mc Luhan once mentioned that the media is the extension of people, and different media will change human thinking and interaction. In other words, the natural atmosphere of each platform also makes the star ecology and interaction show different characteristics.

Xiaohongshu has stronger attributes and marketing attributes. Most of the stars' account styles are mainly sharing good things; the form of "asking questions, invitations and answers", its professional attributes are stronger, and the stars themselves play their views on their own views. 2. Share the experience of behind -the -scenes creation; station B, which focuses on the circle, is also increasing its star ecological layout, inviting celebrities to set up accounts to open an account to release daily VLOG videos.

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Douyin's attractiveness to celebrities is all -round, and the platform's entertainment marketing gameplay is also universal. On the one hand, Douyin has more than 600 million daily life. The huge "flow pool" covers users of different circles, age, and hobbies. Where to go. On the other hand, the dynamic video content is more authentic, and the "sense of trust", "real sense", and "vividness" it can establish is stronger. Compared with VLOG for 5-15 minutes, the 15-second short video reduces the threshold for operation. Dance, singing and funny forms have increased the fun of business.

In addition to being able to use short videos for daily interaction, the form of live broadcast can also make the communication between stars and fans change from the previous "asynchronous" to "synchronization", which closes the distance between the two sides. Different scenarios such as the live broadcast of the male and female protagonists when the personal concert live broadcast and the film and television announcement can meet different business needs.

Under the help of various reasons, more and more star artists are pouring into Douyin. From the data point of view, the Douyin has now settled in nearly 5,000 stars. More stars have settled down, and the hotspots of the entertainment industry have also begun to spread from Douyin.

Stars are in Douyin: rich, authentic, professional

Based on the trendy, younger and lifelike platform DNA, short video and live broadcasts coexisting, Douyin's star ecology also shows the characteristics of strong inclusiveness and diverse gameplay. Here you can see the lively side of the stars different from the screen, and you can also feel its "capable" business ability through live broadcast.

Looking back at Douyin's star ecological layout, the two sides also experienced the process of running from grinding to each other's trust. Around 2018, a large number of celebrities settled in Douyin. Chen He was one of the stars who had taken the initiative to settle in. With the characteristics of the video that played funny, it was once the star with the highest number of Douyin fans. Most stars are at home, and Douyin has become a window to show daily life, and live broadcasts have risen here; then the number of celebrities has increased, Douyin continues to expand and iterates. To the singer, from the head superstar to the new generation idol, Douyin's star ecology gradually matured and improved.

In order to allow different types of stars to be seen and liked, Douyin has created a series of exclusive customized plans to promote the spread of star volume, and can also circulate more audiences with professional ability. Singer -type artists can create special concerts with Douyin, conduct personal series of live broadcasts, plan music work announcements, etc. to promote fan growth. For example, Zhang Jie opened six live broadcasts of "Zhang Jie's Dian Song Table" in Douyin. Fans played online, Zhang Jie responded immediately and played on the spot. The special interactive form took the distance between singers and fans. In the end, Zhang Jie's Douyin account increased. More than 4 million. Successful experience is also repeating. In August this year, Deng Ziqi also opened a live broadcast called "Revelation" drama. This series will broadcast 14 games.

What's more, Douyin accumulated the experience of the previously -entered -ending concert, precipitated the Douyin Summer Song Meeting IP, and invited different styles of singers to customize the performance stage.

This year, Douyin Summer Songs will gather three star singers of Zhou Shen, Wang Suzhang, and Liang Jingru. They use high -quality dance design and strongly announce the blessing of resources to achieve the upgrade of "singing in summer".

At the stage design level, the "Thinking of your" Deep "edge" Weepa -Shenzhen live broadcast concert on August 6 is designed as a wonderful forest world, which is closely attached to Zhou Shen's characteristic sound; On August 13th, the stage concept of the "Big Entertainment" Wang Suzheng's online live concert was to pay tribute to "The World of Chumen", and used six sets of real scenes and eight sets of clothing to create the first multi -scene drama live broadcast in China The online concert; on August 28, the stage of Liang Jingru's online live concert on the "Tranquility Summer" created outdoor scenes. The combination of starry sky, tent, and bonfire increased the sense of atmosphere of the story. Temperature tone.

Picture from@图片 Official Weibo

At the level of publicity and transmission, the interaction methods of these three concerts during the preheating period have also been upgraded. For example, Zhou Shen set up shooting emoticons during live broadcast, real -time reading netizens' comments, enhanced interest, and also had new materials for subsequent communication; Wang Suzheng used the "three treasures of treasure" lyrics stalks to play with other stars and fans. Together; Liang Jingru cooperated with the summer explosion drama "Cang Lan Jue". The drama fans interacted with fans to drive related topics. The planned gameplay has been on the entire network hotspot list many times.

Jumping out of the activity itself is based on the perspective of the industry. The continuation and upgrade of the Douyin Summer Song Club IP can be regarded as a sample project performed online. On the one hand, the more interactive gameplay and immersive experience, solve the urgent need for offline music activities, on the other hand, the songs sung in the Douyin Summer Song Club can be listened to the starting launch of the soda music app, helping the musicians and the music and the musician and the The song realizes long tail spread.

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Of course, in addition to singers, Douyin also customizes topical activities and popular gameplay for other types of artists to provide traffic support and promote fan growth. For example, Zhang Chenguang, the old opera bone Zhang Chenguang, launched the topic of Zhang Chenguang's acting skills challenge. The content focused on empathy acting skills and invited Douyin users to shoot together. As of now, the topic playback volume exceeds 400 million times, and the star account rises more than 3 million; shake the shake; shake The "Explore Store" game created by Nicholas Tse is to enlarge the "gourmet" label on it, combined with 100 foodists in the station to initiate the interaction of food topics, and the relevant topic playback exceeded 900 million.

Whether it is a singer or an actor, Douyin can use real daily and professional high -quality content to obtain huge traffic support and user love. Under the idea of ​​"content is king", the vibrato star ecology also moves towards the positive cycle.

Douyin's star operation "methodology"

In fact, the personal series of live broadcast, concert live broadcast, topic interactive gameplay, etc. are all "one -time" activities, helping celebrities attract fans in a short time, so that good voices and good works can get more opportunities for breaking the circle, and how to maintain it for a long time Fans' high interaction and strong stickiness are closely related to Douyin's star operating strategy and ability. From the daily operations of celebrities, the daily operations of the star to the subsequent commercial transformation, Douyin also summarized a set of "full link" methodology.

In the stars settled, the volume of linked with the star with the help of customized gameplay is used. For example, when Andy Lau settled in Douyin, he labeled "the world's first social media account". Fans cheered, Jia Ling, Ying Caier, and Zhang Yixing many stars also shouted and commented on Douyin. Essence

After settlement, celebrities need to continue to update content to continue the heat and traffic. This not only tests the celebrity's creative level, but also puts forward high requirements for the platform's products and functional design capabilities and gameplay innovation capabilities. For example, the gameplay of special effects, stickers, gesture dance in Douyin Station is updated in real time, and provides more convenience for celebrities to show themselves. As a typical sharing creator of the platform, Zhao Lusi often uses the latest special effects to release daily life with BGM. The content of the content of the content of the content is also consistent with her people.

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In addition to the stars settled in and daily operations, the propositions that the platform needs to think about also includes how to help celebrities realize commercialization. This is also an important dimension for judging the ecological strength of the platform entertainment. The uniqueness of Douyin is that the value of its commercialization is not only reflected in the short -term cooperation between stars and brands, but also helps artist accounts to achieve long -term realization.

Douyin, as a key part of integrated marketing, accurately insight into brand needs, and chooses to adapt stars to achieve cooperation. Take a successful star business cooperation in the "Star River Plan" launched by Douyin as an example. Based on the promotion plan of SAIC Volkswagen brand new car, Jin Chen, Zhao Youting, Qin Lan, and Zhang Jin are invited to cooperate with the characteristics of celebrities and the characteristics of celebrities and the characteristics of the stars and the characteristics of the stars and the characteristics of the star. Brand highlights, tailor -made high -quality video plane blockbusters, combined with brand blue V+star account+social communication, helping the new prestige model appearance and sound improvement. In addition, Douyin can also play an important support role in the rear links of the star account. The commercial life cycle of the star on the platform is simply summarized as the content breakthrough, the monetization of the artist dimension, the realization of the account dimension, the matrix dimension monetization, etc. In the link, Liu Genghong, the creator of the Douyin head, is one of the typical cases of running the link of running -in the first half of this year, the boom of the home fitness helped Liu Genghong's fitness live content break through the original circle, and then "Liu Genghong Fat The establishment of the "Matrix" matrix number, while continuing to strengthen its content label, expand the space of commercial monetization.

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It can be seen that in addition to showing their own charm, reaching business and circle powder, they can also explore personal monetization and brand cooperation models to further enhance their business value. One -stop packaging service -IP personality landing+personal work announcement position+diversified business path, each of which can achieve the bonus effect on each of the cause of the star.

The platform needs celebrities, stars are also inseparable from the platform. In the future, with the further maturity of the Douyin star business layout and the continuous iteration and upgrade of gameplay, it will inevitably bring greater value to fans, stars and entertainment industries.

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