In recent years, the demand for instant and fragmented entertainment has become increasingly strong, promoting the rapid development of the micro-short drama industry. However, in the process of "savage growth" of micro-short dramas, problems such as mixed content, uneven quality, and frequent copyright disputes have also been exposed.
To this end, Giant Engine and Douyin jointly launched the special IP of "Drama Engine Sound", aiming to create a healthy and diverse short drama ecological environment. Starting from the source of the content of short dramas, the event encourages screenwriters to write good scripts and innovative themes, increases the communication links between directors and producers, and promotes the upgrading of industry content quality from creation to shooting, so as to achieve long-term sustainable and healthy development.
In August this year, the special IP of "Drama Audio" gathered elites in the short drama industry and successfully held the 2024 Drama Audio Short Drama Industry Screenwriter Salon in Chongqing with the theme of "Empathy and Aftertaste, Walking New and More Hearty". This salon is not only the launching event of the "Drama Sound" IP, but also creates the first exchange event in the short drama industry focusing on the creation of screenwriters' content, and deeply analyzes the current situation and future development direction of the short drama industry.
Following this salon, on October 16, the 2024 interview short film of "Empathy and Aftertaste, Walking New and More Hearty" produced by Giant Engine was launched, which undertook the topic of the screenwriter's salon and conducted in-depth discussions and analysis on the future trend of short dramas, the standards of high-quality short dramas, and the innovative methods of high-quality short dramas. Through this short interview video, we will help practitioners and enthusiasts in the short drama industry understand the compilation process of high-quality short dramas and better grasp the market growth opportunities.
The industry is moving towards high-quality products, and if you don't do high-quality products, you will be eliminated
From users to content, the short drama industry is continuing to break the circle, and its development model has shifted from "savage growth" to "intensive cultivation".
▲Li Jiaxuan, head of the marketing science industry of the giant engine
It is worth noting that shoddy content in the market is gradually being eliminated, and only those innovative, high-quality, and high-quality short drama content can gradually win the favor and paid support of users.
As Li Jinglong, co-founder of Mansen short dramas, said, users' tolerance for low-quality content is getting lower and lower, and under this trend, if you don't make high-quality products, you can only be eliminated.
But what kind of content can be called a boutique? From the perspective of external form, the characteristics of high-quality short dramas include: the novelty of the theme and story, the excellent production of the costumes, the professional actors, good acting skills, and the high aesthetics of the picture editing; But from the core point of view, the core of high-quality short dramas is to be able to move people's hearts and arouse the audience's empathy and thinking.
▲ He Yujie, account manager of the interactive film and television industry of the mass engine of the mass engine
"The high-quality short drama is to accurately find an entry point and present the life of contemporary people, not only to dig out the pain points, but also to have cool points, so that the audience can empathize fiercely." He Yujie, account manager of the mass business interactive film and television industry of the huge engine, said that behind the empathy, it is actually for the creator to go deep into life and write true feelings while innovating. Let the script have charm and a sense of substitution in terms of character creation and story content.
For example, the popular short drama "Layoffs to the Main Artery", this drama deeply explores the pain points of contemporary people, and at the same time satisfies the fantasies of migrant workers, which is close to life and has topics, which deeply resonates with migrant workers.
Take the "new" and go more attentively, so that the creation of explosive models is no longer accidental
After dismantling the popular materials, it is not difficult for everyone to find that popular short dramas often follow the rules of compact narrative structure, fragmented eye-catching, and short and exciting scenes, in short, it is the pursuit of a "fast, cool, and new" viewing experience. However, how to maintain novelty while being deeply rooted in the hearts of the people, quickly touch the audience's cool point, and make the short drama applauded and popular?
Incorporate the life behind the hotspots/hot memes into the script. In an interview, Mu Bai, the content director of Malt Short Drama, bluntly said that behind the hot spots/hot stalks is the real emotional needs of the audience. When innovating short dramas, creators can deeply analyze the underlying logic of hot spots and node events, and tap the real emotions of the audience. and then integrate the characteristics of the short drama and present it to the audience. For example, the Mid-Autumn Festival should focus on the emotional points of reunion and family joy to create content.
▲ Malt short drama content director Mu Bai
Excavating more possibilities of empathy and allowing the audience to keep reminiscing is the key strategy for producing high-quality short dramas. But this requires creators to continuously understand consumers' content preferences and emotional concerns. In this regard, the giant engine provides Douyin short drama creators with tools such as massive cloud maps to help screenwriters gain insight into users in a scientific way and reduce the cost of trial and error for screenwriters.
At the same time, it is necessary to applaud, so that the creators of short dramas can go further. At the story level, it's also important to design multiple explosions. Specifically, an additional duplicate card point can be set up before and after each paid card point, thereby increasing the potential of the show to attract audiences and expand the dissemination of the play. From the perspective of production and production, short dramas are developing in the direction of high-quality and refined division of labor. Screenwriters should focus on what they are good at and constantly improve their ability to polish a great story.
Coloring dreams, telling good stories: the director & production team exchange meeting is about to land in Hangzhou
At the end of October, "Drama Sound" will invite senior short drama directors and representatives in the field of production to hold an offline exchange meeting in Hangzhou with the theme of "Coloring Dreams and Telling a Good Story".
This offline event will upgrade the depth and breadth of content, provide content innovation support for the two core links of director and producer in the short drama industry, and aim to build a full-chain communication platform from creative conception to lens language to post-production, and cooperate with the upstream and downstream parties of the industrial chain to jointly create a more diverse, better and more professional short drama ecological environment.
Here, veteran directors will uncover the untold stories behind those heart-wrenching shots, and share how they accurately capture emotions and construct compelling visual narratives in a limited space. The experienced production team will also provide participants with a set of inspiring and practical practical guides from project planning, resource allocation to execution management, comprehensively analyzing the secrets of efficient and high-quality short drama production.
At the same time as the offline exchange meeting, "Drama Sound" will launch a second interview video focusing on the directors and producers of the short drama, so that more audiences can get a glimpse of the story behind the short drama and the mystery of production.
From the in-depth discussion of the screenwriters' salon, to the comprehensive recording and elaboration of the interviews, to the upcoming exchange activities between the director and the production team in Hangzhou, since its launch, the "Drama Sound" IP has continuously integrated industry resources and planned a series of high-quality salon activities, injecting new vitality into the development of the short drama industry.
In the future, "Drama Sound" will continue to explore the innovation of short dramas and the production of high-quality content, and work together with every participant in the short drama industry to jointly promote the benign and sustainable healthy development of the short drama industry, so that high-quality content can become a powerful force connecting audiences and creators and driving the industry forward.
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