Kuaishou Entertainment’s first self-made variety show “Yue Efforts, More Luck” ended to create a billion-level gourmet social hottest program-Movies & TV-Market Information Network

Kuaishou Entertainment’s first self-made variety show “Yue harder and more lucky” ended to create a billion-level gourmet social hot show

Market Information Network 2021-11-06 12:01:50 Source: Market Information Network Comment:

Recently, Kuaishou Entertainment’s first self-made gourmet social variety show “Yue harder and more lucky” ushered in its closing. In the last episode of the program, the program team came to Changsha, the capital of food, and Yue Yunpeng, Sun Yue and flying guest Li Weijia completed the blind selection. Challenges such as chatting with fans and working in a shop. In the scene of the trio gathering with emotion and memories, this “cross talk group” travels north and south and brings different flying guests to face ups and downs, and at the same time experience the hot programs of food culture from all over the place. .

This popular “New Variety Show” self-made by Kuaishou Entertainment premiered on September 23. Two episodes were updated every Thursday and Friday nights. From online to closing, the number of views of the program topic videos exceeded 8.7 billion, and related topic videos were played in a single day. Over 180 million, and the total number of people covered by the program exceeds 300 million.

The audience’s recognition of Yue Yunpeng, food, and the customs of different cities has made the program extremely popular. At the same time, the innovative “live + medium video + short video” combined broadcast method of “Yue’s hard work, more luck” provides the audience with More choices. Two-way efforts have won an eye-catching start for Kuaishou Entertainment’s self-made variety show, and achieved another explosive creation of “Short Video+”.

With moving people, Yue Yunpeng takes the audience to feel the fireworks in the world

As a variety show, the program format of “Yue Harder the Lucky” is not complicated. Yue Yunpeng and Sun Yue’s food tour started in Hohhot, Inner Mongolia, and then moved to the north, then to the mountain city. During the period, they invited Phoenix Legend, Du Haitao, Zhao Xiaotang, Liu Yun, Li Weijia and other stars as flying guests to explore the local cuisine while completing Various challenges such as dancing chorus, scrubbing shoes, and hitting up on the street.

During the program, Yue Yunpeng’s private social terrorism was gradually revealed, which produced an attractive program effect with enthusiastic fast-handers and celebrity guests. And Yue Yunpeng tried his best to walk into the crowd even if he was afraid of society, worked hard to earn meal tickets, and recalled the true display of his unknown experience with his old partner Sun Yue, which was loved by many audiences. In the last episode of the show, the audience left messages in the comment area, “Xiao Yueyue has contracted his happiness every week”, “This variety show has a story and a life”, “This is the end? Come on for the second season!” , Expressing dissatisfaction with the ending of the show.

To explore the reasons, on the one hand, Yue Yunpeng is one of the fast-handed top-tier artists and is well versed in the gameplay of the short video platform. Not only does he belong to the celebrities that Lao Tie likes, his own image also fits perfectly with the theme of food. On the other hand, the program group invited fast-handed down talents to bring a lot of freshness to the show. For example, Grandma Pan, who is good at homemade food, became the strongest assist of the show.

In addition to the joining of celebrities and fast-handed people, walking into the streets and alleys of the city to experience the authentic food culture has become another highlight of the show. For example, in Chongqing, in addition to tasting the special Jiugongge hot pot, the program group arranged guests to the traffic tea house, and without disturbing others, chatting with the local old tea customers, from the history of the tea house to the children’s daily life, even if separated. On the screen, the audience can also feel the dense smoke and fire.

As Yue Yunpeng said in the closing program: “The more you work harder, the more lucky you are” allowed me to taste a lot of food, see different cultures from different places, and meet a lot of impressive people. Everyone often says, ‘, but’that mouthful of rice’ is actually not that easy. Only through hard work can we eat more deliciously.” This is the epitome of the lives of thousands of ordinary people and the social value of the show.

Break the tradition, realize the multi-dimensional video form to realize the circle layer cross-border

When the first episode was broadcast, the audience discovered that the schedule of “Yue Efforts Are Lucky” was different from the traditional long video variety show. Audiences who use the meal time to watch the show slowly can choose a 40-minute live room carousel or a 15-minute highlight video. Audiences who only pay attention to the content in fragmented time and pursue “smiles” can watch 30 seconds to 2 minutes of strips and card segments.

“Now the audience’s needs are more diversified, which puts forward new requirements for the presentation of the show,” said Zhao Ran, director of the self-made variety show of Kuaishou Entertainment. In fact, the combination of the length and the short of the program, and the randomness, can also effectively drive the influence of the program and enhance the communication effect. As of October 30, the content of the program has driven a total of 8.7 billion topic views on the site.

It is worth noting that this variety show chooses to be launched on Yue Yunpeng’s personal Kuaishou account, which can quickly gather fans and audiences and accurately reach target users. At the same time, celebrities such as Phoenix Legend, Liu Yun, Big V Liu Ma, Xiao Gongzi and other fast-handed people participated in the promotion, which accumulated a large number of highly active, highly interactive and highly sticky fans for the show.

According to Zhao Ran, show highlights related to celebrities and regional delicacies that have appeared in shows are the two types of second creation content that users are most interested in. Among the topics selected by the program group, high-quality videos created by some users have also allowed viewers to experience the transition from “watching variety shows” to “playing variety shows”, arousing users’ enthusiasm for creation and expression.

Thanks to the platform attributes, Kuaishou self-made variety shows have unique core advantages. User preferences and needs worthy of reference, huge private domain traffic, celebrities’ habit of actively integrating into the community, and rich in-site creator resources have been successfully integrated into the entire process of “Yue Efforts, Lucky” from recording to publicity, and this program Excellent reputation and data also prove the infinite possibilities of short video platform variety shows.

Of course, the commercial value of the program is also evident. Relying on the advantages of guests, content, format, etc., the first launch of “Yue Efforts, the Luckier” has been joined by multiple brands in different industries. Shuanghui, L’Oreal Men, Vantage, Hongbaolai, Maybelline New York, etc. have all joined hands with Kuaishou. An important step in the exploration of variety show marketing. Specifically, around the diversified communication scenes in the program, the brand can implement targeted soft implantation, such as Shuanghui Huoxuanfeng carved sausage combined with special cuisine to strengthen user associations. L’Oréal Men’s use of dry rice as a starting point for easy exposure to acne completes the planting. When entering, Hongbaolai old soda is mainly necessary for dry meals, and establishes the image of essential beverages for food and so on.

At present, “Yue harder and more fortunate” has been drawn to a satisfactory end. According to reports, Kuaishou hopes to continue the IP of “Yue harder and more fortunately” in the future, continue the IP effect, and empower the commercial development of the brand, using real, positive energy, High-quality, innovative, and youthful content continues to bring higher value to users, industries, and partners. In addition, more self-made entertainment programs will be launched, covering a rich vertical track. At the same time, Kuaishou will continue to build a richer program scene relying on variety shows and other forms, and jointly explore new content marketing models with brands to help new and old brands release their vitality.

Previously, Kuaishou Public Development Voice was to be “the entertainment of the people.” The blockbuster debut and successful closing of new variety shows, as well as the regional culture and positive energy life embodied in the show, were considered to be the wonderful way Kuaishou meets the core needs of the people.” Combination boxing can also give a glimpse of Kuaishou’s unique competitiveness in entertainment content.

Editor in charge: Renlien Ren Lien