Visual China.
Text |Eye entertainment.The first hit at the beginning of 2024 was won by an earthy short drama.
During the Spring Festival, whether it is on Douyin or Weibo, you can see the micro-short drama "I Was a Stepmother in the Eighties", in which a female college student travels to the eighties to be a stepmother.
The Spring Festival file chief** platform Ai, You, and Teng all came up with big dramas to grab the drama market, but I didn't expect itOvertaken by a skit corner
The micro-short drama market has grown savagely in the past few years, and the industry has expanded rapidly, but what followed is a crackdown, supervision, and rectification, and the short drama industry has ushered in a "sharp brake", "I Was a Stepmother in the 80s" will undoubtedly make a good start for the short drama market in 2024The craze for skits continues
And the driving force behind the popularity of "I Was a Stepmother in the 80s", Palm Play Network, also took advantage of this Spring Festival file to shine in the industry, completed the extension of the production ecology, and brought new possibilities for the development of the short drama market in 2024.
What corner does stepmom rely on to overtake? As of the date of publication, "I Was a Stepmother in the 80s" is on DouyinThe number of topics has exceeded 400 million, the number of likes for a single episode has exceeded 1.5 million, and the data performance is very good.
According to the data released by the new wrist and the bullwhip, "I Was a Stepmother in the 80s" won the first place on the Douyin short drama hot list on the fourth day of the Lunar New Year, with a heat value of nearly 10 million, and also appeared on the Douyin hot list, all of which reflect the popularity of the show in the market.
But in fact, objectively speaking, in terms of content and production, "I Was a Stepmother in the 80s" is not as good as the high-quality dramas of the New Year's on the Chang** platform.
Paste coffee actors, old-fashioned plot routines, and simple productions. There are not many advantages that can be picked out, but why is it that this little short drama overtook in the corners and became a hit in the Spring Festival?
In fact, the popularity of "I Was a Stepmother in the 80s" is not unexpected.
On the one hand, the focus of publicity is accurate, by promoting the appearance of the male and female protagonists to open up popularity, simply put, it is "rubbing the heat".
I believe everyone will have a bright feeling when they see the male protagonist, like a mixture of Xiao Zhan and Huo Jianhua, who was jokingly called "It's your blessing to look a little like the top stream", and the actor himself also posted on Weibo in response to the face bump. The heroine is quite similar to the late Korean actress Choi Shirley.
The actors' faces have brought a lot of attention to the series, and they have carved up more traffic in the Spring Festival stalls when the short drama market is saturated, and "I Was a Stepmother in the 80s" has successfully broken the circle and gained more new users.
On the other hand, there is no ** threshold for short and cool short dramas, through Douyin to firmly grasp the users in the sinking market, you can watch the whole episode for a few dollars, and compared with the big dramas on the long ** platform, it can reach a wider range of audiences.
And "I Was a Stepmother in the 80s" captured the favorite cool point of users in the sinking market, the heroine is full of firepower, the main one is not used to it, there is no urine point in the whole process, and it can't be stopped at all.
In essence, a short drama is a fast-moving consumer product, it can't be used as a main dish, it can only be used as a side dish, it doesn't need good acting skills, and it doesn't need much nutritionAs long as it can provide immediate emotional value, to be able to retain the audience.
And the producer of "I Was a Stepmother in the 80s" has captured the psychology of users, whether it is the plot from beginning to end, or the marketing of the male and female protagonists hitting their faces, in essence, it is to make this side dish look more delicious and attract seven aunts and eight aunts to eat this dish.
The popularity of "I Was a Stepmother in the 80s" has made Palm Play Network have a full presence in the short drama market, but in fact, this is not the first hit that Palm Play Network will launch in 2024.
According to the comprehensive data analysis of Xinjiaer and Bullwhip, in January, "Mr. Pei Thinks of His Father and Son Every Day" jointly produced by Palm Play Network and Dianzhong won the first place in the heat value of short dramas for three consecutive days, and the top of the short drama heat weekly list in the fourth week of January was also won by "Such a Mysterious Her" jointly produced by Palm Play Network and Dianzhong.
At the beginning of February, Palm Play Network once again topped the short drama hot list for three consecutive days with a "Mr. Li, You Found the Wrong Lady", and "Going to a Place with You" also appeared on the list for many days, and a number of popular models made Palm Play Network continue to dominate the list.
Summarizing these popular short dramas, it is not difficult to find that Palm Play Network has formed its own model in the production and publicity of short dramasinsist on working the two aspects of "actor + plot".
On the one hand, Palm Play Network has its own set of criteria for the selection of actors,"High appearance + topicality"It's the quickest way to get out of the circle.
For example, Xu Mengyuan, the heroine of "Mr. Pei Thinks Every Day that his father is expensive with his son", is a long-form actor from a professional class, and she can be seen in the recent CCTV hit "South to North", but she really got out of the circle by relying on scandals with a number of male stars, with good acting skills and topicality, which drove the traffic of the whole drama.
Appearance is productivity is the eternal truth of the entertainment industry, "Mr. Li, You Found the Wrong Lady" The two protagonists both rely on good looks to get out of the circle, not to mention "I Was a Stepmother in the 80s", there is no need to mention the appearance and topicality.
On the other hand, in the production of the plot, the palm play network isSimple and rough "cool"., which can be described as sticking to the original intention.
The plots of these popular short dramas are all cool dramas without exception, in a sense, they have no connotation and no value, but they can make people quickly start in a short period of time and stimulate players to recharge.
In fact, the popularity of early short dramas depends on "cool points", and they dare not shoot for a long time, but with the development of the market, the production of many short dramas has gradually become more and more deviated, blindly pursuing new content, volume quality, volume connotation, but ignoring the point that can stimulate the audience the most.
In fact, at a time when the short drama market is seriously saturated, this set of playing methods that distinguish it from other short dramas is indeed very effective, allowing Palm Play Network to get off to a good start in 2024, and the output of many consecutive hits is also directly reflected in the income.
Taking "I Was a Stepmother in the 80s" as an example, Wang Yunxiao, a short drama producer in the industry, revealed in an article that the drama was only filmed for 10 days, and 80,000 yuan was invested in the later stageBut after becoming popular, the daily recharge can reach 20 million yuan
And there is more than one hit like "I Was a Stepmother in the 80s", and the myth of getting rich through short dramas is still continuing, and the cutting-edge short drama production company of Palm Play Network has greater weight in the market.
Palm Play Network is like a restaurant, through the stable production of dishes that meet the taste of the audience, it has cultivated its own regular customers and launched a brand effectIt provides a sample for the branding of a skit production company
In fact, Palm Play Network will only start to deploy the short drama business in 2022.
Founded in 2014, the initial main business is digital reading and new advertising, and has long-term cooperation with many ** platforms such as China Literature, Dianzhong, NetEase, etc., and has a business ecology suitable for the development of short dramas.
Whether it is *** or a strong new ** advertising ability, it is a part of the short drama development industry chain, and even in essence,The development of the short drama business is an extension of the existing business ecology
Therefore, it is not difficult to understand why the palm play network is so mature in terms of plot grasp and publicity.
However, objectively speaking, the early hand-to-play network was a detour.
Although it has a complete ecological chain of short dramas, because it is still in the early stage of trial and error, there is no standardized requirement in terms of theme, content, publicity and distribution, etc., and the male frequency short dramas such as "Heavenly Hammer Shenjun" and "Dad, I want to make you the richest man" in the early production have no splash.
Until entering 2024, Palm Play Network gradually found its development positioning and beganForm its own short drama brand, with female frequency cool dramas as the product features, while ensuring a stable style, through the selection of actors, the production of the plot, and the promotion of content to establish the difference from other short dramas, towards the direction of branding.
In fact, the requirements of branding can be boiled down to two points: one is to shape the brand image through standardized content requirements; The second is to have a stable product characteristic style and form differentiated content. Through several popular short dramas in 2024, Palm Play Network has completed the transformation of the brand of the short drama company.
For the current short drama market, the unavoidable problem is that on the one hand, the market is gradually saturated, making a blockbuster has become a thing of the past, and the novelty of the audience is decreasing.
WhileThe branding of short drama companies means that content production and integrated marketing are project-based, standardized, and process-orientedIt is the best way to solve the dilemma of the short drama market at present, to realize the subdivision of the content field and the standardization of production, and to have a stronger connection with the audience.
For a long time, as a plate of side dishes, short dramas have been used to pass the time and appetize, and it is difficult to have "die-hard fans", but the branding of short drama companies may make this side dish gradually become the main dish of some audiences.