貓眼(01896.HK)夥字節跳動旗下巨量引擎發表營銷白皮書
貓眼娛樂(01896.HK)與字節跳動旗下巨量引擎聯合發布《電影·短視頻營銷白皮書》,白皮書基於抖音平台數據,對短視頻對電影的營銷價值進行全方位分析解析,試圖以抖音內容生態為支撐,歸納短視頻電影營銷背後的方法論。
《白皮書》顯示,有69%的用戶會因為影視自媒體或者KOL的電影解說推薦而對電影產生興趣,抖音上如毒舌電影、小俠說電影、布衣探案等賬號,粉絲已到千萬體量級別。抖音短視頻宣傳已經再次升級,開發出挑戰賽、貼紙、背景音樂、徵稿等豐富玩法,賦予用戶創作空間,一方面讓抖音成為電影二次創作的演繹場,一方面以高效互動的形式加速電影內容傳播、刺激票房轉化。
以去年暑期檔的爆款電影《哪吒之魔童降世》的限定貼紙為例,李現、關曉彤、陳赫等明星紛紛下場試玩,最終抖音上的貼紙遊戲掀起了全民變身熱潮。而《哪吒》電影主話題播放量達到120億次,電影及創作者實現了雙贏。(el/u) ~
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