In the face of doubts, some people have said"A low-cost web drama made by the UP master"to describe, however, the stunning appearance of the micro-short drama "Feng Baobao and Zhang Chulan" in Tencent** amazed those viewers who were dissatisfied with "Under the Alien": Is this a significant difference between genuine and high-quality imitations?
When it comes to character selection, the difference between the two is obvious and can be captured at a glance.
Although this short drama may seem inconspicuous at first glance, it miraculously occupies the sixth place on Tencent**'s TV drama hot search list, and continues to show a strong influence.
The charm of short dramas is unstoppable, and according to statistics, Kuaishou's daily active short drama audience has exceeded 2 in 2022600 million mark, and Douyin's data is also staggering, with the number of users of short dramas soaring by 67% compared to 2021, and the total number of users surging by 99%.
Under the enthusiastic pursuit of hundreds of millions of people, "Pick up a boss as a girlfriend", "Son-in-law dominates the world" and other short drama works that make people's blood boil just by hearing the name are accumulating wealth at an astonishing speed.
Why has the once despised skit industry now staged a gorgeous counterattack?
From the bravery of the god of war to the entanglement of sadomasochism, to the crossing of time and space and the excitement of counterattack, every short drama is as attractive as a magnet. If you admit that you love the charm of skits, I'm afraid it will be difficult to avoid being labeled"Lovers"tags.
After all, as early as 2012, the pioneer of domestic short dramas "Dick Silk Man" established its unique position with its self-deprecating Dick Silk style.
Three years ago, the situation took a turn for the worse, and the State Administration of Radio, Film and Television gave a new identity to online dramas with a duration of less than 10 minutes"Micro-short plays"and has since been officially recognized and regulated.
Since then, the short drama industry has ushered in spring. According to statistics, in the first eight months of this year, 1,695 micro-short dramas have been filed with the State Administration of Radio, Film and Television, and dozens of new works have been launched on various platforms every month.
Nowadays, audiences who love skits are unabashedly and heroically call themselves"Dirt dogs, but I love to watch", there is even a view that the quality of micro-short dramas is not inferior to Tencent's S+-level TV dramas.
from the past"A crooked-mouthed dragon king with a unique charm", and now the skit has turned to an innovative chapter that connects the past and the future.
Get started right away, hit the excitement straight to the point, and get your happy hormones soaring! The opening golden sentence, accurately grasp the attractiveness, the visual impact of the first six seconds, **completion rate is dominant**.
The rest of the story is full of drama and climax, and the big series usually drag on for a dozen episodes to wait for that blood-pumping moment, but the concise short drama can fill you with all the excitement in just three to five minutes.
Looking back at the hit short drama "The Heroine is Not Cold" a few years ago, it uses an uninterrupted plot design to show the heroine and the scumbag fighting wits and courage and hitting the small.
3. The touching moment of finally finding true love.
Last year's Kuaishou short drama "The Eldest Princess is Up" was even more unique, making the hardcore plot paired with the independent voice of modern women, which won warm praise from the audience, especially female audiences.
The ultimate pleasure experience brought by skits is becoming more and more diverse: soaring overnight, counterattacking and reversing, winning by surprise after Taoguang recuperation, regaining a new life and revenge, or traveling through other worlds to explore ......There is always such a plot design that allows you to enjoy the most refreshing journey.
Next, the world of skits blooms like flowers. Although the themes of the short play can be roughly divided into two categories: women and men, in fact, its richness is self-evident, covering heroic legends, time and space travel, reincarnation, treasure identification, deep emotional entanglements, wealthy families, door-to-door sons-in-law, miraculous medical skills, sweet pampering and other diverse and wonderful content.
The hit short drama "The Queen: Modern Counterattack", which aired in July this year, cleverly blends the plot of time-travel, power and revenge, telling the story of a queen who falls due to a palace conspiracy and wakes up to become a modern wealthy noblewoman.
With a superior attitude, she unleashed her wisdom and strength in the whirlpool of struggle in modern society to launch a Jedi counterattack.
As soon as it was launched, it caused a frenzy, and the recharge amount of the short drama on the first day exceeded an astonishing record of 12 million! We don't just limit ourselves to traditional themes, we challenge imagination in innovation – for example"The talented male protagonist travels to the cultural desert, and with the power of idioms and poems alone, he actually deduces the legendary life of the poet"；For another example, in the world of abnormal prices, the waste wood man has become the richest man in the world with a deposit of 8,000 yuan, showing the charm of his brain!
seems to be a serious professional talent show, but in fact, it is skillfully displayed behind the scenes**.
At present, the craze for Chinese short dramas is sweeping the global stage, not only in China, but also across the ocean. We have seen that Chinese short dramas skillfully incorporate themes of foreign cultures, such as domineering presidents and werewolves, and attract international audiences like magnets.
Take Chinese**, the online literature giant, for example, which launched a short drama platform built specifically for overseas in August last year"reelshort"。It's exciting to see that in July of this year,"reelshort"The performance was impressive, with a total monthly revenue of more than $6 million, demonstrating a strong international presence.
The charm of "The Secret Two Sides of the Rich Husband" is obvious, and the rolling wealth makes everyone rush to invest. According to experts, among the 20 busy crews in Hengdian, more than seventy percent of the projects focus on the creation of short dramas, which shows its popularity. "
24-hour reveal the shortcut to wealth: short drama profit three **treasures] Want to accumulate wealth quickly? The secret of skit creation** is here! First of all, self-produced and self-sold, such as the blockbuster hit of "Provocation" in Tencent**, which brought up to 8 million platform shares in just two months.
This is a wealth creation channel that cannot be ignored!
This year, Douyin celebrities"Jiang XVII"'s masterpieces "Growing Clothes" and "It's All About You and Love" cleverly integrated Han Shu's flagship products, a strategy that has had a significant effect on Douyin, helping Han Shu achieve an astonishing triple-digit growth in seven months, and the brand** and sales soared simultaneously.
The newly launched short drama "Behind the Resistance" premiered last month, especially incorporating elements of the strategic cooperation of the Proya brand, adding a unique brilliance to the plot.
The field of skits shows a unique charm of charging. Although the long-** platform has not yet popularized the concept of mass payment, in the world of short dramas, "Wushuang" has created an amazing achievement of more than 100 million users of a single work, and its sequel is also in preparation.
It is worth noting that although the payment threshold for short dramas is not low, for example, some works have hundreds of episodes, and each episode unlocks** ranging from a few cents to a few yuan, which means that it may cost tens to hundreds of yuan to catch up on the whole season.
Surprisingly, a security guard even revealed that his highest single-day recharge reached an astonishing 600 yuan, showing the strong appeal of the short drama payment model.
With a very low cost and a well-designed plot,"The crooked-mouthed dragon king"The series of skits will make you sigh that their value is comparable to the cost of a long** annual membership. Although the monetization model is clear, traffic and user support are key.
Savvy skit producers use strategies such as tight budget control and content to make every moment a story of wealthy strife and grassroots heroes erupt in mundane scenes.
Although the current investment in the short drama industry has increased, the thrift gene is still distinct. Taking the phenomenal work "Supreme God of War" as an example, its essence lies in the fact that dozens of episodes revolve around a single scene, and the protagonist uses his wisdom to engage in fierce verbal battles with the characters of the former bullying heroines, sometimes mixed with dramatic conflicts of slaps.
During the filming process, the attitude of pursuing efficiency and cost control is unwavering. The plot twists and climaxes are almost step-by-step, and this insistence on innovation has instead shaped the highly standardized production model in the industry.
An industry expert pointed out that the producer can start more than a dozen short drama projects at the same time within a month, and even in the face of a scale of 100 episodes, the production cost can be controlled at about 100,000 yuan.
However, the key to real profitability is not cost control, but to accurately grasp the needs and pain points of users. In terms of creative strategy, the content of the short drama should not only contain the classic counterattack and overnight riches elements, but also keep close to social hot spots, such as after the hit of "All or Nothing", the theme of fraud in northern Myanmar quickly gave birth to works like "All or Nothing: No Way to Escape".
In casting, the characters are distinctive, and at a glance you can identify the rich, the campus idol, or the complex character type.
Realism, contrast, and character uniqueness are key in performance, so audiences often experience a unique and exaggerated performance. A behind-the-scenes person revealed that for the short drama producer (Party A), their requirements for the finished product are not harsh, and if there is really any special guidance, it is to keep emphasizing"Please be a little more unpretentious"。
They always pay attention to the needs of the audience, and constantly adjust the plot with a caring attitude to ensure that it closely matches the audience's expectations.
The essence lies in the control of the rhythm. Whenever the plot is about to set off an irresistible climax, it is also the moment when users are willing to pay out of their pockets to unlock the next chapter.
From ancient times to the present, strategy has won by deep insight, because it contains people's common expectations and yearnings.
Can stereotypes be subverted? Non-mainstream skits are being challenged"IQ threshold"Oppugn. The traditional short drama model is too direct, and the production technology is slightly rough, which is often regarded as not high-end enough.
Yu Ke, the core person in charge of the plot of Kuaishou Entertainment, revealed the key to the popularity of micro-short dramas: touching emotions (resonance and dreams) + profound character portrayal (lasting character charm) + closely following current affairs.
However, this same formula for success has given birth to the cookie-cutter nature of the skit. In order to break through, the creation of short dramas must not only improve the content, but also work investment and publicity.
As a result, on major platforms, we frequently witness well-edited short drama clips, leading the audience to click and explore in an eye-catching way.
The skit craze has swept the internet like a tidal wave, and now it has been promoted to the digital age"High-end mustard"。Drawing on the step-by-step rise of Fuling mustard, the short drama industry has also ushered in a moment of transformation.
The notable turning point is that the requirements for creating skits are increasing dramatically. With "Please! Don't Spoil Me" as an example, its single-season income exceeded 100 million, and the investment in the first three seasons exceeded 20 million, plus millions of yuan in publicity and distribution costs, which is in stark contrast to those works that only require tens of thousands of hundreds of thousands of investments.
Whether it is a long** or short** platform, the competition in the field of short dramas has reached a white-hot level.
Film and television giants who used to have a contemptuous attitude towards the short drama industry have now poured into this field. And "Twenty-Nine", a high-profile short drama, is Ningmeng Film and Television, the gold medal production team that has created "Twenty Only" and "Thirty Not Confused", and invited powerful actors Yang Rong and Wang Yifei to star, injecting fresh blood into the short drama industry.
With the increase in cost, the production of short dramas has ushered in a metamorphosis. For example, although the first episode of "Twenty-Nine" is short and concise, with a duration of only 3 minutes and 27 seconds, the use of camera is extremely fine, incorporating professional-grade live recording and slide shooting technology, showing an extraordinary visual feast.
The short drama "Provocation" spared no expense, shuttling through the changing scenes such as song and dance halls, Du houses, warehouses, streets and even train stations, perfectly capturing the charm of the ** period.
And "The Ground Branch Maze" is even more unique, with the virtual character Yoo Ye-hee as the center, to build a realistic model scene, so that the audience is amazed by its extraordinary artistic effect.
The rise of short plays should not be underestimated, they have moved from the former marginal position to the high-quality stage. For example, the work "The Eldest Princess is Up", although it is only a short duration, its ** volume in Kuaishou has exceeded the 400 million mark, and the audience has responded enthusiastically, and it is still unfinished.
The heated discussion of its ending was directly promoted"Can the eldest princess add more on it?"The topic rushed to the peak of hot searches. Netizens are calling for future costume dramas to follow this standard and improve the overall level.
This undoubtedly proves that the power of skits is rewriting the industry landscape with excellent quality.
Although the self-made short drama "Escape from the British Museum", which has recently aroused heated discussions, is from the hands of two up masters, it has achieved an astonishing number of more than 20 million likes on the Douyin platform, and has received unanimous praise from the official **, and its influence should not be underestimated.
Short dramas are not labels of low quality, and high-quality TV series should not be underestimated. Whether it is a long or short drama or a high-standard star drama, the level has its own merits, and there is no absolute superiority or inferiority.