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猫眼(01896.HK)夥字节跳动旗下巨量引擎发表营销白皮书
阿思达克 08-05 15:24
猫眼娱乐(01896.HK)与字节跳动旗下巨量引擎联合发布《电影·短视频营销白皮书》,白皮书基於抖音平台数据,对短视频对电影的营销价值进行全方位分析解析,试图以抖音内容生态为支撑,归纳短视频电影营销背後的方法论。

《白皮书》显示,有69%的用户会因为影视自媒体或者KOL的电影解说推荐而对电影产生兴趣,抖音上如毒舌电影、小侠说电影、布衣探案等账号,粉丝已到千万体量级别。抖音短视频宣传已经再次升级,开发出挑战赛、贴纸、背景音乐、徵稿等丰富玩法,赋予用户创作空间,一方面让抖音成为电影二次创作的演绎场,一方面以高效互动的形式加速电影内容传播、刺激票房转化。

以去年暑期档的爆款电影《哪吒之魔童降世》的限定贴纸为例,李现、关晓彤、陈赫等明星纷纷下场试玩,最终抖音上的贴纸游戏掀起了全民变身热潮。而《哪吒》电影主话题播放量达到120亿次,电影及创作者实现了双赢。(el/u) ~

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