**: Eye Entertainment.
In the Spring Festival file in 2024, short dramas have a full sense of existence, not only many short dramas are out of the circle to dominate the screen, but there are also a lot of after-sales moths.
Following "I Was a Stepmother in the 80s" on Douyin, Tencent's short drama "Give Her a Handle" has topped many lists such as Detawen and VlinkageThe box office exceeded 5 million, has become another popular short drama in the New Year.
However, when the popularity of the drama continued to soar, at the closing live broadcast of "Give Her a Handle" on February 20, the director "went crazy" and the protagonist avoided suspicion, and a good after-sales live broadcast was turned upside down.
The closing live broadcast is essentially a form of after-sales of the series, which satisfies the feelings of the audience through the combination of male and female protagonists and CPs, so as to achieve the purpose of continuing the popularity of "Give Her a Handle".
But I didn't expect that the drama had just ended, and the audience's jobs were lifted, and there is no doubt that the after-sales activities of "Give Her a Handle" were a failure, not only did not achieve the purpose of publicity, but also led to a great decrease in the audience's enthusiasm.
In fact, after-sales service has become a norm in the drama market, whether it is an after-sales concert or an after-sales variety show, it is essentially to maximize the value of IP, but compared with the long **, the professionalism and richness of the after-sales of short dramas are not strong.
As the short drama continues to be hot, the competition on the track is getting bigger and bigger, and the importance of after-sales is gradually highlightedHow to do a good job in after-sales service has become another new topic in the short drama market
"Give Her a Handle", a false after-sales demonstration
smashed his job after the sale of the series, this is the first time I have seen it.
In fact, after-sales service is a way to promote and distribute dramas, mainly by creating a sense of atmosphere to strengthen the emotional connection with the audience and continue the popularity of the series, which is also the purpose of the closing live broadcast of "Give Her a Handle".
And the biggest problem isThis live broadcast mainly serves the audience, but it does not really respect and satisfy the audience, so the end result can only be counterproductive.
One is to deceive fans on the content of the series, the original work of "Give Her a Handle" is a happy ending, but the drama version was adapted to the death of all the members, but the director lied in advance that it was a happy ending, and directly killed the audience by surprise, and the audience who followed the drama with true feelings expressed that they couldn't accept it.
It is understandable that the director has his own creative ideas, but he should not deceive the audience, especially the audience who came to watch the sweet drama, and after the incident, he still defended himself in the live broadcast, resulting in the audience's perception of the whole drama very poorly.
The second is that it does not satisfy fans in CP marketing, In the live broadcast, the male and female protagonists obviously deliberately avoided suspicion, and the heroine Ming Jiajia not only stood in line with the director's girlfriend, but also bluntly said that even if the male protagonist did not die, the two would not be together, which hurt the hearts of many CP fans.
In essence, it is a small short drama with no connotation, and the focus of after-sales service can only be on CP marketing to retain more CP fans with spending power, but the actor's non-cooperation is undoubtedly lifting the fans' tables, which is too rushed, and in the end it can only be a self-defeating job.
Give Her a Handle" closing live broadcast is the standard wrong way to open the after-sales service of the series, and it is praised by the audience as the "Cloud Song Club" in the short drama industry.
"Cloud Song Club" refers to the after-sales online concert of the hit drama "Liuli", which was originally intended to realize the dream of fans, but because the male and female protagonists seriously avoided suspicion, fans were dissatisfied, and the male protagonist lost tens of thousands of fans overnight, and was nailed to the "shame pillar" of the after-sales service of the series.
At present, the official Weibo comment area of "Give Her a Handle" has fallen, and the fans of the drama have begun to be large-scale, and the fans of the actor Li Fei are also sending big-character posters to ask the drama party to give an explanation, and it is unprecedented for an after-sales live broadcast to be done like this.
After-sales, what does it mean for the skit?
As a method of publicity, after-sales service is actually different from the publicity before and during the broadcast of the series.
Under normal circumstances, the publicity and distribution of dramas is mainly concentrated before and during the broadcast of the drama, and the popularity of the drama is increased through various activities and publicity, but the after-sales service is the publicity and distribution after the end of the dramaIt is more to further tap the incremental value of IP, in recent years, it has also received more and more attention from the filmmakers.
For example, in 2023, Tencent will hold a carnival night for "Sauvignon Blanc", iQiyi will hold a concert for "Lotus Building", and the movie "Fengshen" and the TV series "Da Song Boys" will all produce variety shows, which will not only continue the popularity of the series, but also bring greater benefits to the filmmakers and provide a successful template for the after-sales service of the series.
But the problem is that the above-mentioned after-sales service model that has been run through is mainly concentrated in the long-term market, and is not suitable for short dramas.
On the one hand, as a kind of fast-moving consumer goods, short dramas do not have much value in themselves, and they cannot form fans in the real sense.
This also means,There is a limit to the fan economy that skits can bringIt is unrealistic to hold a large-scale after-sales event like a long drama.
On the other hand, the volume of short dramas is small and the cost is low, and the producers are basically "making a fortune and running" to make quick money, and they can immediately open new dramas to make moneyThere is very little money spent and time spent maintaining the awareness of fans
Therefore, general short dramas rarely have rich after-sales activities like long **, and the live broadcast of "Give Her a Handle" without any cost is the most common after-sales service for short dramas.
Objectively speaking, there is no mature after-sales service in the short drama marketSo do skits need after-sales service? The answer is yes
Although the short drama market has expanded rapidly in recent years and has become a new outlet in the film and television industry, relatively speaking, the business maturity of short dramas is not high.
Compared with long**, which can rely on rich content, stable updates, and strong publicity to strengthen the connection with the audience, how can a short drama that is watched in one day retain users to the greatest extent? At this time, the importance of after-sales service is highlighted.
When the short drama itself that is finished in one day has no value that can be explored, it can only amplify the value of the drama and retain the audience by satisfying the entertainment needs of drama fans outside the play, so in a sense,Short dramas actually require after-sales service more than long dramas
An unavoidable question arises: how to do a good job in after-sales service for short dramas?
How to do the skit after-sales?
After-sales service is aimed at the fan economy, which applies to both long and short dramas.
For short dramas, it can actually be further summarized as:CP powder economy, to put it bluntly, short dramas are not nutritious, and the content is of little value, everyone just watches sweet and cool, so the conversion rate of cp fans among the audience of short dramas is relatively high, and it is easier to get started.
From the perspective of satisfying CP fans, Eye Entertainment believes that the after-sales of short dramas can start from the following two points.
First, CP after-sales, The fairy love of the male and female protagonists in the short drama makes the audience snort to death, and the sweet interaction outside the play can also create a drama-chasing atmosphere for fans, such as group photos, live broadcasts, social interactions and other relatively simple after-sales activities outside the play, not only zero cost, but also the cooperation degree of the short drama actors is higher than that of the stars.
For the audience, they can get a better experience of chasing dramas, for the filmmakers, they can stir up the popularity of the series, and for the actors, they can eat the dividends of CP and accumulate popularity and fans.
The second is content after-sales, is different from simply hyping up the popularity through CP candy, but through the content of the episode to strengthen the sense of CP, and further attract more CP fans, such as fixed collocations between actors and multiple cooperation, which was called "screen couple" in the previous drama market.
Compared with star actors, the schedule of young actors who play short dramas is more convenient to adjust, and the production cost of short dramas is not high.
In fact, CP fans' consumption ability and willingness to consume are relatively strong, and they have always been the object of pursuit in the drama market, and the high conversion rate of CP fans is also a major advantage of short dramas.
But it is not easy to eat the bowl of CP powder economy, which requires the cooperation of both actors and the production team.
In fact, to sum up,The only purpose of the after-sales of the short drama is to serve the fans wellOnly by retaining fans can we bring greater revenue, explore more ways to monetize, and further tap the incremental value of IP.
A skit is not so much a work as a productBecause the commercial value of short dramas is higher than the artistic value, since it is a product, it must have after-sales, and a mature after-sales model needs continuous cumulative experiments to seek better services for the audience.