In 2020, the user usage rate of short videos is close to 90%, which is also called "the first year of micro-short dramas" by some creators. In the upcoming 2021, the new track of micro-short dramas has also developed a lot, film and television companies, director studios and other creators have invested in the field of micro-short dramas, there are more and more long, medium and short video platforms, and micro-short dramas have also received many policies and financial support.
In the era of micro-short dramas, what kind of content do we need? On December 14th, Tencent Online Video Mini-Series Private Collection was held in Beijing.
Group photo of guests
"Fragmented Time Consumption"
Li La, deputy general manager of the operation department of Tencent's online video platform, said that the development of micro-short dramas in the past two years may also be a new adjustment made by creators in the face of user behavior and changes in the industry, micro-short dramas are new tracks from 0 to 1, and many people know that micro-short dramas are not shorter than a long drama, it is a new comprehensive content body, and the creativity, script settings, including lens structure will be different. Micro-short dramas that can be broadcast well have their own innovative points in them.
What kind of model can future skits have? Cao Rui, head of Galaxy Studio, operation department of Tencent's online video platform, said: "We will obviously find that in addition to content creation, the audience prefers to watch reviews, brush bullet screens, and prefer to interact outside the plot. One of the things we are doing is 'breaking through the innovative interactive mode', the development of the short drama form in the future is not only to watch, but also to communicate, socialize, and even games, virtual technology and other related things; in addition to technological innovation, we also hope to do some traditional culture-related, such as the intangible cultural heritage projects presented in the form of short plays; there is also experience innovation, we often play the script killing, we are also studying, the short drama can not be strongly related to the script killing. ”
Cao Rui also talked about the micro-short drama is "fragmented time consumption": "We want to return to the user consumption scene, in which fragmented time the user does consumption, such as morning, noon or evening, in these scenarios, they should have different types, different styles, different preferences, or different consumption scenes of the episodes." This is also the proposition of my personal research. ”
Content is form?
Industry representatives such as Cang Jiang, founder of Brain Tiangong, Hu Peng Gary, founder of Mutual Shadow, Cai Juntao, CEO of Hangmei Interactive Entertainment, and Cheng Hui, deputy general manager of Shaanxi Wentou Film and Television Yida Culture, also shared at the meeting.
Cai Juntao believes that doing short dramas does not necessarily have to be cool and fast, reversing and reversing, and fine products are very important. Cheng Hui said that when turning from the content of long dramas to the new track of short dramas, there are many things that need to be considered: "For example, "Datang Snacks" is rooted in the background of our group in Xi'an, Shaanxi, we have unique resources, and other companies cannot get local things in Shaanxi culture. We began to want to make it into a small encyclopedia of literature and art, to re-refine the cultural soil of the entire Shaanxi for thousands of years, and later we felt that it was better to use the form of a short drama, and the first season is still relatively young, and I believe that we will shoot better in the second season. ”
Poster of the first season of "Datang Snack Goods"
Cang Jiang said that in the future, the form and content are likely to be one. Content is the form, the story is the gameplay and life experience, in the content creation, to constantly absorb new advanced methods, "our team is also doing the creation of the birth, the concept of long and short drama creation is the same, the short drama on the structure and rhythm of the requirements will be higher than the long drama, but in essence, we have to open the brain, to have innovation, we face the opponent's thing rhythm is very fast, I don't know if you have seen "The Happy Life of the Fourth Elder", a video recorded by a vegetarian, there is a lot of information and turning points. The creation of short videos should use the experience of long videos, and must be strengthened in the field of content construction. ”
A short video form that reflects super vitality
Pelican Gary shared: "Companies like Himalaya and Yuwen have a lot of IP, and before we work with them, we also hold the mentality of whether IP can be adapted, as if this is the most ideal situation, but the real situation is not like this." We suddenly discovered one thing, the next step in creation is interactive storytelling, and I put the combination of this story and form down to experience. There are two types of experiences, one is 'experience replication', the replication of classic experiences; the other is experiences that cannot be experienced in this life, like Iron Man and Superman. Therefore, form is very important, and the innovation of a form form is not equal to the innovation of an experience, but it will definitely promote subversive innovation in the creation method of the story. ”
Cao Rui believes: "It is true that different themes, different platforms, will have different data, this is a fact, which is why the platform will do some episodes. One thing we especially don't want to see is that a subject doesn't have data and doesn't do it. As creators, we are reflecting, do users really just like the same type of plot? No, it's just that the creators didn't give them this type of series. As the early stage of the short drama, we also did a certain type of theme first, all the talents started this theme, we did the interactive theme at the beginning, and then everyone did more interactive short drama, we are very welcome to fresh themes. ”
The private exchange also discussed the sub-accounting model just launched by Tencent Video this year.
Tencent micro-short drama accounting rules
In April 2021, Tencent Online Video opened the micro-short drama accounting mode, and nanpai San uncle's "Echo of the Moonfall" was a new revenue model for the short drama with a six-day account of 1 million; "Datang Snack Goods" accounted for more than 13 million; "Give You My Exclusive Favor" played more than 100 million times in the 17 days after it was launched, and the current account breaks 9 million. At the meeting, these three works, as well as the breakthrough innovation in the exploration of the theme of short dramas, "Roll, Little Gear" and "Pond Strange Talk", also won the "2021 Excellent Sub-account Drama".