Do you often brush up on such plots?
The heroine who came in to deliver water inadvertently disturbed others, was stunned by a slap, and the water cup in her hand was also broken to the ground. After suffering a series of insulting words, the heroine squatted on the ground and cried and prayed for greater strength. ”
The plot ends abruptly here, and a prompt pops up on the screen that says "If you want to know what's going on, please pay to unlock it". At this moment, it has been "fragrant in the mouth".
This is a common part of short dramas, which ends abruptly before the suspense and cool content arrives, and finally allows users to renew their fees obediently. This seemingly cliché gameplay works well. According to the Detaven report, in the first half of 2022, the number of micro-short dramas planned and filed with the State Administration of Radio, Film and Television increased from 398 in the same period last year to 2,800.
Catalyzed by the concept of short dramas, related listed companies also ushered in a surge in stock prices. Especially Chinese**, relying on reelshort's outstanding performance overseas, has risen by more than 130% since November. Although the short drama is popular, the bottleneck of low retention rate also lays hidden worries for the sustainable development of the short drama.
Not enough quality content is related to the content strategy of the skit. For example, on the cover, keywords such as "the wealthy abandon the few", "change their lives against the sky", "marry a wife" and other keywords often appear in the mini program short dramas. Under this logic, as long as it is cool, bloody enough, and exciting enough, the short drama will be watched by the audience. But in the long run, short dramas will also have aesthetic fatigue and homogenization of content, which will bury hidden worries for the sustainable development of the industry.
From this point of view, as a content industry, the development logic of short dramas still has to return to high-quality content, and whether it can be transformed from relying on cool content to win by relying on high-quality content will determine the rise and fall of the short drama industry.