Source title: 2021 Weibo Entertainment White Paper: Undiminished Industry Vitality, Exploring Innovation in Challenges
The 2021 Weibo Entertainment White Paper was solemnly released on March 31. It provides insight and analysis from the six dimensions of stars, movies, dramas, variety shows, documentaries, and music. It reviews the current state of the entertainment industry in 2021 and looks forward to the future. Celebrities actively share a good life on Weibo, and promote public welfare to strengthen positive guidance for fans; Chinese film box office has once once more become the world’s first, Chinese film box office and word-of-mouth win-win; Celebrating the centenary of the founding of the Communist Party, film and television people recall the rich years from multiple perspectives , the main theme works are frequent, and other themes are not far behind and actively create high-quality content; variety shows maintain a stable output while seeking breakthroughs; the new generation of musicians is full of vigor, and uses positive energy to influence the world from offline to online.
Celebrities: Sharing a beautiful life, delivering positive energy, and helping to speed up the volume of works out of the circle
The white paper shows that in 2021, the influence of celebrities in social, cross-border, and work volume through the Weibo platform will continue to increase. This year’s top 10 popular celebrity blog posts include INTO1’s group vlog, Times Youth League’s group micro variety show, Xiao Zhan’s positive energy promotion, Ma Jiaqi’s birthday selfie, Cai Xukun’s work promotion, Song Yaxuan’s daily life, Na Ying’s program promotion, Dilireba’s life selfie, Liu Yuning’s daily live broadcast, Yi Yang Qianxi’s daily vlog, it can be seen from this , Daily life sharing is still the main way of expressing star content, and it is also the link that star content consumers pay the most attention to.
At the same time, more and more young artists are using their own power to inspire more people to participate in public welfare undertakings. #Xiao ZhanLove Library#, # and Wang Yibo become one aid to the earth#, #王俊凯奇智Children’s Library#, # Yuan Fund#, #易烊千西爱爱基金# and other celebrity-owned public welfare topics have positively guided fans, and at the same time have opened a new mode of star-fan interaction. Positive energy has become an important part of the star-fan ecology.
From the flood fight in Henan to the Tokyo Olympics, Weibo in 2021 conveys countless touching and warm moments. Stars actively speak out for the flood fight in Henan, with more than 7,300 blog posts and more than 80 million interactions on related blog posts. During the Tokyo Olympic Games, there were many more A star helps the discussion of Olympic topics in a variety of ways. The hot topic of the Olympic Games#Wu Jing is the busiest person outside the Tokyo Olympic Games# contains rich P-picture emoticons that are open to the minds of netizens, and the “two-way running” interaction between stars and athletes creates the Olympic Games New hotspots off the field, such as Yang Qian and Bai Jingting’s mutual “star chasing”, Wang Jiaer’s tribute to Sun Yiwen’s winning the championship, etc. have caused heated discussions and accelerated the emergence of sports culture. The League of Legends S11 e-sports event also has stars to help out, and a series of gameplays such as continuous Weibo calling, live watching the finals, special/two-way watching Lianmai, etc. have gained more attention for S11.
The influence of stars on the sound volume of the work cannot be ignored. “Changjin Lake” has gone through the process of being fixed to withdrawing to being fixed once more. The proportion of the total voice of the lead actor Yi Yang Qianxi has remained high to heat the film. “Hello, Li Huanying” The high-quality content led to word-of-mouth fermentation. The leading actors Jia Ling and Zhang Xiaofei contributed to the work through various publicity methods. “Sito” starring Jing Tian and Zhang Binbin helped CP to get out of the circle with the live broadcast and offline sweeping activities of “business”. It’s My Glory” starring Yang Yang and Dilraba Di Ali Gerba’s related topics totaled over 13 billion readings, and the popularity was obvious. “Brother Who Overcame Toughness” and “Talk Show Conference” have all become popular due to the personal highlights of the stars.
In terms of business, more than 60% of FMCG products such as beauty, skin care/personal cleaning, clothing, food and beverages choose celebrity endorsements, of which post-90s celebrities account for the majority. Love the personal cleaning category. The number of Internet IT companies choosing celebrity endorsements has risen this year, preferring actors, idol artists, and e-sports players.
Movie: Chinese movie box office once once more become the world’s first female movie with diverse themes
The film market is gradually recovering under the influence of the epidemic. In 2021, the box office of Chinese films will reach 47.258 billion yuan, ranking first in the world once more. Among them, the top 3 box office films “Changjin Lake”, “Hello, Li Huanying” and “Detective Chinatown 3” have exceeded 4 billion yuan, and the champion “Changjin Lake” is as high as 5.772 billion yuan. Represented by “Hello, Li Huanying”, “My Sister”, and “Myth of Love”, in 2021, female-themed films will rise, with diverse and delicate themes, distinct and three-dimensional characters, and the emergence of female directors and screenwriters. chapter.
Judging from the comprehensive word-of-mouth list of films, Chinese-language films are generally better than foreign-language films, with “The Lion Boy”, “Hello, Li Huanying” and “Changjin Lake” ranking among the top three Chinese-language films and the top three foreign-language films by word of mouth. It was obtained by “Father Trapped in Time”, “Persian Lesson” and “Out of Control Player”.
As the No. 1 movie user interest community, up to 67.9% of users choose to use Weibo to share their personal movie viewing experience. At the same time, most users will be affected by the movie’s reputation on Weibo platform. The film has a good reputation on the Weibo platform, which will easily affect their viewing behavior. In addition, the most important reference for Weibo users to understand the word-of-mouth of a movie is related hot topics and hot searches, Weibo movie list and recommendations from related influencers. According to the discussion volume, playback volume and search volume of the film on the Weibo platform, the top three on the Weibo Movie Hot List in 2021 are “Changjin Lake”, “Hello, Li Huanying” and “Embrace You Through the Cold Winter” , Among them, “Changjin Lake” won the championship of discussion, “My Sister” was the first in video viewing, and “Hello, Li Huanying” won the championship in search volume.
The main creators effectively increase the popularity of the film and create hot topics by publishing film materials, film footage, shooting experience, film reviews, star and star interaction, live interviews, etc. on Weibo. In 2021, the top ten most popular actors in Weibo movies are Wu Jing, Zhang Ziyi, Xu Zheng, Shen Teng, Jia Ling, Zhang Yi, Zhang Xiaofei, Yi Yang Qianxi, Zhang Zifeng and Zhu Yilong.
Drama Summary: The main theme drama series achieves a win-win situation in word-of-mouth popularity, and the influence of the comprehensive N generation remains
Looking at the drama market in 2021, three ancient costume dramas with different styles and distinct characteristics, “The Son-in-law”, “The Wind Rising in Luoyang”, and “The Swordsman in the Snow” will take the top three seats. The theme work “Ace Troop” and the theme work “Sweeping the Black Storm” followed by the fourth and fifth. The comprehensive word-of-mouth TOP10 of the drama series has collected seven main themed works “Shan Hai Qing”, “Awakening Age”, “Meritorious Achievements”, “Dajiang Dahe 2”, “Ideal Shines in China”, “Crossing the Yalu River”, “Rebel”, and the non-theme drama series is “Love is Delicious” “”I’m pretty good in a foreign country” and “The Imperial Gift”. It can be seen that in 2021, the main theme works have suddenly emerged, liberated from the stereotype of “preaching” in the hearts of the audience, and have been widely recognized and loved by audiences of all ages.
For realism themes, the plot is the core element of capturing the audience, and “Sweeping the Black Storm”, “The Female Psychologist” and “Xiao Min’s Home” are the top three in the comprehensive performance of this theme drama. As one of the hottest categories in the drama market, urban idol dramas will gain popularity in 2021 through ingenious plot ideas and natural inter-character relationship development. While gaining popularity, they have also achieved good word-of-mouth performance. The top three in the comprehensive index are “” “You Are My Glory”, “Forever”, “Fall in Love with Special Forces”. The costume light comedy shows a trend of developing into categories, relying on the creativity of swordsmanship, as well as the successful grasp of inspiration by plot design and performing arts. Yuci Xiaozhuo “The dark horse broke through the siege and achieved a small-cost explosion.
Weibo is indispensable in the promotion and distribution of the huge drama market. 94.5% of Weibo users who are interested in watching dramas have established their knowledge of dramas through Weibo this year. In addition to hot searches, recommendation logic has also been interested in Weibo drama watching. It is widely used by users to obtain relevant information. The top three in the Weibo Composite Index in 2021 will be obtained by “You Are My Glory”, “Douluo Dalu” and “Mrs. Dendrobium”. The urban idol drama “You Are My Glory”, which attracts all kinds of people to discuss in an all-round way, also won the microblog. The champion of the Bo hot search list, followed by “Sweeping the Black Storm” and “You Are My Fortress”. As an important indicator to measure the conversion and stickiness of fans of the series, “Rebel”, “Douluo Dalu” and “Ace Trooper” ranked the top three in the list of Weibo Chaohua posts.
In the variety show market, TV variety shows and online variety shows have their own characteristics. CCTV is good at people’s livelihood and cultural hotspots. “Opening the Door”, “Gold Medal Comedy Class”, and “Vietnam War Yue Yong” won the top three ratings. Satellite TV channels focus on exploring multiple content forms. To Ace”, “The Voice of China 2021”, and “Hi Sing and Turn Up 2” are the top three in the ratings of satellite TV’s variety shows. The popularity of online variety shows is still led by the comprehensive N generation, occupying 80% of the top ten of the popular online variety list. The top three are “Youth With You Season 3”, “Creation Camp 2021”, and “Brother Who Overcomes Toughness”. The two new programs “Sweet Detective” and “Director Please Advise” were shortlisted in the top ten. Even so, the solidification of the program mode, serious homogeneity, and repeated guest stars have become a comprehensive problem for the N generation, and the audience with aesthetic fatigue is looking forward to new themes and innovative program modes.
In addition, observational variety shows focus on social hotspots, focus on the emotional resonance of the audience, subdivide the fields of “job hunting, parenting, social interaction, marriage and love”, and set off a heated discussion on topics such as “job hunting, childcare costs, workplace difficulties, and social bullying”. ;Comedy variety shows promote the “annual comedy contest” and other “short, flat and fast” new comedies to come out of the circle, and the final work “Hot Search is scheduled to be on the hot search” topped the hot search list, creating a new path for the development of comedy programs; ” Lost programs such as “Star Detective”, “Escape Room”, “Cute Detective”, “The Shark” and “The Last Winner” have an in-depth insight into the interests and preferences of young people, and innovate from multiple dimensions such as program concept, theme and gameplay. ;Stage competition programs are actively integrating new technologies and accelerating the exploration of new program types and forms. For example, the first virtual character stage competition variety show “2060” shows the charm of virtual technology integration; cultural programs boldly try cross-border gameplay and focus on the lens life, and improve the empathy of the program.
The documentary market in 2021 will be booming. Online documentaries focusing on food will bring a feast to the taste buds, film documentaries focusing on characters will focus on social hotspots, and TV documentaries focusing on human history will spread the charm of humanities, covering all kinds of documentaries in China in 2021. The number of topics accounted for the top three. The multiple innovations of documentaries have added more vitality to the market. The first domestic long-length documentary on the anti-epidemic theme co-produced by the whole people, “A Warm Meal”, takes ordinary netizens and big V bloggers as the main subjects to show the audience the story of the national dining table under the epidemic situation. Heart-warming healing sparked heated discussions on the Internet.
Music: Digital music has become a hot new generation of singers
Affected by the epidemic, the number of offline music activities has decreased sharply, and digital music has become a popular music market in 2021. Although offline music performances and box office have recovered, they are still not as good as before the epidemic. Go to a music performance. The state’s restrictions on exclusive music copyrights have created favorable conditions for the healthy development of Chinese music platforms and promoted a more active music market.
Musicians still bring high-quality creations to the market. Among the top ten songs of Weibo Music in 2021, the songs written by new generation singers such as Mao Buyi’s “Diary at Sea” and Wang Yuan’s “Meteor Has Fallen for You” are strong finalists, showing that Excellent musical literacy, senior singers such as Li Yuchun, Li Jian, Lin Junjie also made the list with original and high-quality works, and their status is still strong. famous. #AsiaNewsongList# Among the top ten MVs of Weibo in 2021, Yi Yangqianxi’s “Together to the Future” is a promotion song for the slogan of the 2022 Beijing Winter Olympics and Winter Paralympics, and Wang Yibo’s “Mountains, Rivers and Stars” expresses the homeland of contemporary youth Feelings, “Little Children” by the Times Youth League depicts the journey of young people to pursue their dreams, and the new generation of singers have delivered positive energy to the public through music.
According to the white paper, more than 35% of users browse music content through Weibo, and Weibo has become the most popular social platform for music users. The song “Mohe Dance Hall”, which will be popular on Weibo in 2021, depicts a touching background story. “The Door is Unlocked”, sung by Huang Pinguan and released in 2004, will become popular once more on Weibo in 2021 with the cute interpretation of his son. Celebrities and users sang two songs on Weibo, which aroused the popularity of singing among the whole people, and the popularity and influence of the songs have been greatly improved. #王成旭 sings the Mohe Dance Hall and broke the defense# ranked fifth in the hot search, #zhuyilong plays and sings the Mohe Dance Hall #Video reposts exceeded one million, #pinguansonsangdoorunlock# ranked second on the hot search, #刘宇歌门不门# ranked 15th on the hot search.
After the epidemic year of 2020, the entertainment industry in 2021 will grow in twists and turns, and all aspects will begin to recover and gradually develop. Reform promotes exploration, the entertainment industry breaks down, the film market gradually recovers, the drama market improves quality and reduces the volume, the variety show market highlights the sense of social responsibility, the music market becomes more standardized, and the interaction between entertainment and other fields is also colliding with new sparks. Standing on the wind of the times, Weibo will always go hand in hand with the industry to create a bright future with infinite possibilities.
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