Mixing "cool points" such as Mary Sue, reversal, and funny into a few minutes of plot, a "top" short drama is so popular.
In recent years, short dramas have become a new track on the content battlefield. Players in the two camps of long video and short video have also launched their layouts: You Aiteng announced the micro-drama cooperation standards, Kuaishou has opened up a small theater section for short dramas, and Douyin classifies “plot” as the most popular. One of the strong verticals, Tencent Weishi has released a support plan and so on.
Although iQIYI contributed the successful case of "Life Has Started with Me", the short dramas dominated by long videos have never been able to form a scale. It has become the home ground for the growth of short dramas.
After several years of exploration, the value of short dramas is not only a kind of content vertical, which enhances the user's activity and stickiness for the short video platform. Being selected and recognized by advertisers as an easy-to-use marketing content, it has actually become another way of showing the commercial value of short dramas.
1. Marketing Modes and Difficulties of Two Types of Short Plays
From the names of "different opinions" such as micro-drama, short-drama, vertical-screen short-drama, and short-story video, it can be seen that the content of short-drama actually includes several different types.
The most common type of short drama is the short video content in which the creator plays multiple roles or is starred by a fixed team of several people, such as "the happy life of the fourth child", "the boring life of Zhu once", etc. belong to this category. .
Zhu once's boring life
Because it is completely UGC content, such short dramas are mainly realized by the creators themselves taking orders from business and advertising. Although it can be called a kind of "short drama marketing", what is special is that the focus of this type of content is not on the plot or whether the story is complete and continuous or has a high-energy reversal, but more on the IP of "people", such as old 4. Is a protagonist like Zhu once popular? Therefore, from the perspective of advertisers, the essence of investing in this type of content is actually directly investing in Internet celebrities, using the influence of Internet celebrities to attract users, build credibility, and promote sales. Whether the content has a plot and the quality of the story are secondary.
Another type of short drama is the content that has been widely discussed in recent years, the content of dog blood, routine but "top-notch".
Although most of the productions telemarketing list are rough and bloody in terms of look and feel, this kind of short drama has a higher production threshold than ordinary short videos: it is starred by less well-known actors or small internet celebrities, and the overall story is complete. The themes are more diverse, including ancient style, time travel, palace fighting, Mary Sue love story, etc., and the overall is more like a low-quality or simplified version of a web drama.
A higher threshold means that it is no longer a personal creation. The main creators behind such short dramas have become MCN agencies and some small and medium-sized film and television companies. Most of them came from the wind: MCN agencies, which could only rely on advertising and selling goods to realize their profits, hope to get them during the bonus period. There are more monetization methods such as platform subsidies, account sharing, and platform buyouts; many small and medium-sized film and television companies were originally in the online market, but now the higher the requirements of the online market, the rise of short dramas is just right for conversion.