Chao News reporter Jiang Xiaorong.
The once popular online cool article is making a comeback in another way.
The domineering president fell in love with me" and "xx God of War Reborn" ......All kinds of counterattack and reversal plots are mixed into the plot of the micro-short drama for only a few minutes, constantly impacting the audience's senses. Nowadays, this kind of "short" and "fast" mainly plays are quickly occupying many people's free time.
Youfengjun is also curious to follow the trend, how did the online micro-short drama become popular?
How popular are the short dramas?Let's take a look at the data of a few popular short dramas first-
In October of this year, a short drama called "Escape from the British Museum" became popular. This micro-short drama has a total of three episodes, adding up to less than 20 minutes, but it has become one of the most popular short dramas this year. The play uses anthropomorphic techniques to tell the story of a Chinese jade pot with a thin twig pattern in the shape of a human who escapes from the British Museum alone, encounters a Chinese journalist working overseas, and asks him to help him return to China. According to statistics, "Escape from the British Museum" gained 4100 million **, more than 27 million likes;The volume of station B *** exceeded 10 million per episode.
Escape from the British Museum", ** from the screenshot of Douyin.
In addition, "After the flash marriage, Mr. Fu's vest can't be hidden" recharged more than 20 million within 1 day of its launch;"Wushuang" recharged more than 100 million yuan in 8 days after it was launched;"Night Shift Diary"** exceeded 1 billion ......Information like this frequently refreshes everyone's perception of micro-short dramas. Online micro-short dramas with a single episode length ranging from tens of seconds to about 15 minutes are harvesting the market with their "short and vivid" narrative characteristics such as fast pace, high density, and strong emotions.
At present, the themes of micro-short dramas on the market are also relatively concentrated, and among the female frequency dramas, sweet pets, sadomasochism, and revenge of the big heroine are all relatively popular content;In male frequency dramas, the rebirth of the god of war, the descent of the master, and the son-in-law of the wealthy family are all tried and tested themes. However, they have something in common - the production can not be as beautiful as a long drama, and the plot can be brainless, but the plot must be compact, the cool point must be concentrated, and there must be a counterattack and reversal. As some industry insiders said, the audience will not quench their thirst before they will look down and have the desire to pay.
Some experts believe that the reason why micro-short dramas can become popular is mainly to meet the needs of netizens to use fragmented time to seek entertainment activities, and in addition, it conforms to the current ** and fragmented ** form, which reduces the time cost of people chasing dramas.
Not only is it popular in China, but micro-short dramas have even "gone to sea" and become popular abroad - from Europe, America to Southeast Asia, the huge market is attracting more and more micro-short drama companies to go overseas. The short drama app "ReelShort" also unexpectedly became popular abroad, and once dominated the entertainment app list of the US App Store for several days, ranking second in the overall category list.
Reel Short, ** from The Paper.
In fact, the outbreak of micro-short dramas has begun to show signs since last year. Relevant data show that in the first half of this year alone, 481 new micro-short dramas were launched on major ** platforms, 27 more than last year;Nearly 300 short dramas are also submitted for filing every month.
Hengdian, as the vane of the film and television industry, is also keenly aware of this wave. In Hengdian, there are nearly 100 micro-short dramas that are prepared, started, and finished every day, and it is normal for five or six crews of popular scenes to shoot on the same day. Because of this, Hengdian has recently added a new name "Vertical Shop" - because these skits are watched on mobile phones with vertical screens.
Under the guidance of the idea of "more, faster, and more economical", micro-short dramas have ushered in a situation of explosive growth. In the industry, 100 episodes of micro-short dramas can be filmed in an average of seven or eight days. After the filming of a drama, it can be launched in more than 1 month. Compared with long dramas, low input costs, short production cycles, and no need to wait for a long time to collect payments are all advantages of micro-short dramas.
The popularity of micro-short dramas has also been transmitted to the capital market. Since November, short drama concept stocks have been heating up, and some ** have risen one after another, with a maximum increase of 150%. With little investment and fast returns, micro-short dramas are changing from a content track to an industrial track, and personnel and capital are flocking to it.
All kinds of short dramas on Douyin, ** originated from Douyin screenshots.
With the continuous expansion of the market and the intensification of competition, the artistry and cultural connotation of micro-short dramas have attracted more and more attention. In the past two years, the development of the micro-short drama industry has exposed many problems, such as serious homogenization, exaggerated plots, and lack of ...... in high-quality products
Now there are some micro-short dramas, advocating showing off wealth and worshipping money, exaggerating the gap between the rich and the poor, and there are also some 'cool text' plots, which inexplicably make the protagonist counterattack from the 'grassroots' to the 'richest man', and there is no process of struggle at all. "There are quite a lot of young audiences for micro-short dramas, and if you only care about sensory stimulation and ignore basic value judgments, it is easy to become poisonous chicken soup. On the Internet, many netizens also questioned the micro-short drama.
The domestic short drama market has also been closely watched by regulatory authorities recently. This is not the first time that the State Administration of Radio, Film and Television has taken action against the governance of micro-short dramas. In response to the uneven content of online micro-short dramas, the frequent chaos of operation models, and the mixed industrial ecology, the State Administration of Radio, Film and Television recently announced that it will take multiple measures to continue to carry out the governance of micro-short dramas. The governance work involves seven aspects, including accelerating the formulation of the "Detailed Rules for the Creation and Production of Online Micro-short Dramas and Content Review", and researching and promoting the integration of online micro-short drama apps and mini programs into daily management.
The short drama on Reel Short, ** originated from The Paper.
The micro-short drama is no longer popular, but the content is still king.
In the eyes of industry insiders, a good micro-short drama is not brainless, but after watching it, the audience can resonate with the plot or values in the play. If you want to maintain the vitality of micro-short dramas, upgrading the quality of content is the only way.
After all, by continuing to use high-quality and diversified content to meet the content consumption needs of users in different circles, micro-short dramas can truly establish their core competitiveness and go further.
*Please indicate the source".