Summary
[Sinking Empire of Short Play Kuaishou]At the CEIS2021 conference, Kuaishou shouted the slogan “The market size of skits will reach more than tens of billions”. Many people have question marks on their faces. They have never watched it before. How come it is tens of billions. What species is the skit? Kuaishou’s confidence is given by the market. According to the report released by Kuaishou Big Data, in 2020, Kuaishou Little Theater has collected more than 20,000 skits, nearly 1,200 skit authors have more than 1 million fans, and more than 30 skit authors have exceeded 10 million fans. (Gelonghui)
In the first two weeks, a strong earthquake in the entertainment industry caused many people to collapse their houses. Inexplicably, you have abandoned a child, I have an extra child, and it is quite bloated for the people who eat melon.
But many people didn’t notice that there was a small aftershock in the corner of the entertainment circle in those two days. On January 23, the two top trends in the local flavor circle-“Sister Faker” and “Your Cold King”, officially announced their love affair, and then boarded the hot search.
The netizens looked dumbfounded. Who are these two, why have you never heard of it?
Unlike Kuaishou, the local flavor circleWeiboIt is a niche circle.To put it another way, it might be better to understand that the combination of this pair is equivalent to Wu Yifan’s confession to Yang Chaoyue, Hu Ge and Liu Yifei, and Quan Zhilong dating IU.
The reason for mentioning this is just to illustrate a truth:The world is big, and China is also big.Many people don’t understand. With so few players around me, why is it worth 1.6 trillion? Just as they don’t understand, why did Ling Hanzi in 2002 be able to mention a 600,000 Porsche and a 133-square-meter big house at the age of 18.
In the same way, they will not understand that when they talk about “The Mandalorian”, “The Hidden Corner” or even “Celebrating Yu Nian” in the mainstream film and television industry. In Kuaishou,Last year, there were more than 2500 short plays with a volume of over 100 million.
1, Too long to watch
At the CEIS2021 conference,Kuaishou yelled out “SketchmarketThe slogan will reach more than tens of billions.Many people have question marks on their faces, and they have never seen them before, how come they are tens of billions,SkitWhat species is it?
Kuaishou’s confidence is given by the market.quick workerBig DatapostedreportIt shows that in 2020, the Kuaishou Little Theater has collected more than 20,000 skits, nearly 1,200 skit authors have more than 1 million fans, and the number of fans of more than 30 skit authors has exceeded 10 million.
As a comparison,In 2020, only 670 TV series will be filmed, produced and recorded nationwide.Even in 2019, which was not affected by the epidemic, there were only 905 units. From 2015 to 2018, the number of TV series filed in my country was basically between 1,100 and 1,200 each year.
The slashed TV series and the short dramas that broke out before were undercurrents, but now they have become commonplace.
The so-called skit, also known as the vertical screen skit.A single episode is within 10 minutes, usually 3 to 5 minutes, and it takes only one or two months from project establishment to launch.At this moment, you must have questions in your mind: Is this fast food really nutritious? We don’t discuss whether it looks good or not, what we care about is,Can it become the next outlet in the short video era?
1930s,Procter & Gamblethe companyIt was the main sponsor of American radio stations at the time, so soap appeared in large numbers in long-form radio seriesadvertising, This is the origin of soap operas. Later, people referred to meaningless TV dramas with long episodes and no depth as soap operas.
Strictly speaking, there is no accurate classification standard for soap operas. Japanese and Korean ethical dramas were once very popular in my country, such as the 167 episodes of “Fun Family”, which are the childhood memories of many post-90s generations; in a broad sense, “I love my home“Wulin Gaiden” and other long-form sitcoms are also a type of soap opera.
The logic of the popularity of skits is the same as that of soap operas-relaxed, brainless, and refreshing.In the long boring time, people need a weapon to kill time. There are other reasons why this weapon has changed from a long soap opera to an ultra-short drama.
2018IQIYIAt the World Congress,IQIYIChief Content Officer Wang Xiaohui pointed out that the abandonment rate of audiences has gradually increased in recent years.The proportion of viewers in short episodes who watched the last episode was four times that of long episodes.
In 2020,IQIYIsubscriptionmemberCompared with the same period last year, it decreased by 1 million. Although the number of Tencent Video members increased by 20%, the growth rate slowed down significantly, and advertising revenue fell by 1% in the third quarter.The rise of short videos is a fatal blow to long videos.
This is the reason why skits will become a substitute-People are getting impatient.The material that can support this is that episodes all over the world are getting shorter and shorter.
Europe and the United States are the ancestors of soap operas. After “The Story of Growing Up” and “Friends”, nowadays no one has filmed long dramas. The season broadcast mode has become the mainstream, and it is common to broadcast while filming.
From the pilot episode to the premiere season, if the ratings are not good, the next episode will be reduced, and the project will no longer be cut. The critically acclaimed “Super Sense Hunting” is nothing like that.These two years of fire drama, “Love, Death androbot“, “Go to His World”, one is shorter than one.
In East Asia, Japan is second to none in terms of culture. Of the three major migrant manga, currently only “One Piece” has not yet finished. However, nearly a thousand episodes of animation have made countless newcomers who want to make up the fan sigh. They can only switch to the new instant noodle fan, which lasts 3 to 6 minutes. I’ve finished reading all the time.
Most of the short dramas on platforms such as Kuaishou are adapted from web texts and have similar characteristics:Bright personality, exaggerated plot, straight to the theme, climaxes in just a few minutes,ReverseReverse and reverse.In a word, cool is over. Seeing you scolding “WTF”, you can’t help but click on the next episode. It would be an excellent short play to keep this action repeated until the finale.
The short drama is born for the short video platform.
2. Who is the old driver?
The track of the skit was preconceived by Kuaishou and Weishi, followed by Douyin. There is no doubt that this will be the next battlefield where the three imperial families will fight together. The issue is,Does Kuaishou have the strength to always stay ahead, and can Douyin overtake corners?
On Christmas Eve last year,Tencent Weishi announced at the press conference,1 billion funds and 10 billion traffic will be invested in 2021, and a “Mars drama” will be launched at the same timeBrandAnd the “Mars Project”SupportSkit development.As early as the beginning of 2020, Weishi produced the short play “Psychic Concubine”. In half a year, the play volume has reached 1 billion.
What concept? Last year’s hottest drama “Blade of Ghost Slayer”, so far, the total broadcast volume on station B is only 600 million.
Although Douyin is the leader in the field of short videos, its actions in short dramas are slightly inferior. In September 2020, the State Administration of Radio, Film and Television has added the category of “Internet micro-short dramas” to the online film and television drama filing, which not only shows that micro-short dramas will gradually move towards standardization,It also means that the short drama has grown to a certain scale, enough to attract official attention.
And it was not until January 19 this year that Douyin released the “2020 Douyin Entertainment White Paper”.Announced that it will officially enter the micro-short drama track in 2021.However, although Douyin started late, it came up with a menacing posture.According to the plan given by Douyin, in 2021, it will produce 30+ S-level boutique micro-shorts.
strategyIt is already very clear that what Douyin is going to take is a boutique strategy——Large production, high investment, win with quality.
Mainly reflected in two points,One is on the production side,They chose film and television production companies such as Tangren Film and Television, Huayi Chuangxing, and Wuyuan Culture. The Tang people are good at ancient puppets, and Wu Yuan has produced many high-scoring criminal investigation dramas, and they are all well-known leading companies in the industry.
The partners of cooperation include head brokerage companies such as Wah Haw Wah, Lehua, and Meng Yang. Their star lineups-Xiao Zhan, Han Geng, Wang Yibo, Jiang Shuying, have to be said to be Starlight Glimmer.
After recruiting soldiers and buying horses, Douyin launched the first skit: “Dream!” which was launched on January 30 this year. Jingjing. This short play is directed by academic director Hu Guohan, with popular male stars such as Li Jiaqi, Chen He, Zhang Yunlong, and Wang Dongcheng supporting Jin Jing.It perfectly reflects the production idea of Douyin.
We all know that Douyin accounts for a higher proportion of female users.But is the so-called “high-profile, high-quality product” made with money and celebrities really the answer to the new business of skits?
not necessarily.
We might as well go back to the source and explore the past and present of the skit. Less than 10 years ago, there was a wave of skits on the PC side. But at that time it was not called a skit, but a “mini-play”.Among the most famous works are “Unexpectedly” and “Men of Diaosi”.
“Ten Thousand Thousands” is a bit stronger in the second dimension, and it follows a nonsensical route; “Men of Dicks” is born out of a two-person turn and is more grounded. The two dramas each cultivated a group of loyal fans. The single episodes are about 5 minutes and 10 minutes in length, which fits the definition of a skit.
Considering originality, “Wan Wan” is stronger.But if we talk about the effect of communicationInfluence, The two works are almost half a catty. However, Jiao Shou and Dapeng subsequently entered the movie circle, but never achieved the height achieved in online dramas. Wanhe Tianyi released works such as “Xianya Xia” and “Universal Library”.The production is more exquisite, but it can’t replicate the legend of the broken circle in the period of poor and white.
Why is the effect worse when the conditions are good?
Before answering this question, we need to understand how Kuaishou does skits.
3, The living bottom story
In recent years, Tencent and Douyin have been busy fighting openly and secretly, and a lawsuit was filed a few days ago. However, Kuaishou made a fortune in a muffled voice. It was the first to set up a “Kaishou Little Theater”, incubate the short play APP “Chasing Duck”, and later launched the “Kaishou Skit” brand.
At present, in the “Quick Hand Short Play”, you can already see many short plays with billions of broadcasts. If these figures are correct and true and effective, then this part of the traffic is simply a terrorist existence.
Spring River Plumbing Duck Prophet,Why is Kuaishou the first duck to quack?The reason is simple. This is the biggest difference between Douyin and Kuaishou: strong operation and weak operation.
In 2013, Kuaishou transformed the short video community. By the end of 2016, the number of users had reached 400 million, with more than 40 million daily active users. This year, Douyin was launched, and by the end of 2018, the daily livelihood reached 250 million, which is close to 100 million ahead of Kuaishou.With such rapid growth, the aggressive and strong operation strategy has played a big role.
Specifically reflected inproductThe above is the design of Douyin automatic playback + single-column waterfall flow, coupled with the distribution of precise algorithms to form a viral spread, it is easy for users to have a strong sense of immersion-brushing Douyin can’t stop at all.
Kuaishou is just the opposite.Its traffic distribution logic is “decentralization, de-heading”.On the product side, the interactive mode is double-column click, and the user has the right to choose. The algorithm does not tend to head traffic, and ordinary users at the waist and tail also have the opportunity to get attention.
In summary,TwoValuesOne is content first, and the other is fairness and inclusiveness.Each follows a different value, Douyin and Kuaishou have achieved their desired results.Douyin squeezedWeiboSit on the throne of the most popular content community, and become the new generation of national-level apps that pose the greatest threat to WeChat.
Kuaishou has fulfilled its promise-to embrace every kind of life. Su Hua said at the gong knocking on the Hong Kong Stock Exchange’s listing,What Kuaishou cares most about is always people and respect for people.“The majority of those who were silent before can not be silent; those who are originally ordinary can not be ordinary.”
That’s why, we sit 500 times a year in first-tier citiessubway, Maybe I have never seen anyone playing Kuaishou next to me once.But Kuaishou still went public and became the fifth largest in Chinathe Internetenterprise。
Again, China has more than subways, office buildings and apartments.China is so big that thousands of lifestyles coexist in the same world.Those people who live in the fringe of urban and rural areas, in the fields, and in the mountains and rivers also have the desire and right to express themselves and find resonance. Kuaishou gave them the greatest dignity and tolerance.
One of Kuaishou bell ringers, the hidden Zhuoma living in Tibetan areas
In mid-2016, an article by Huo Qiming (Dr. X) called “Cruel Bottom Story: The Truth of a Video Software in Rural China” exploded across the Internet. Kuaishou first entered the public’s field of vision on a large scale. A vulgar, distorted and even terrifying posture.
This article has been despised by many people of insight, but the prejudice against Kuaishou it represents is undoubtedly widespread. Although today,The low-level life scene displayed by Kuaishou is more not cruel, but fresh.
Going far and going back to the short drama, the characteristics of Douyin and Kuaishou make the two adopt different strategies in the short drama. As mentioned by Douyin, we take the route of high-quality products; Kuaishou and Weishi are more similar. Not long ago, Kuaishou launched an enhanced version of the “Astral Plan” to support the creation of skits with a higher reward mechanism.
As for Tencent, it has more money than Douyin and more IP than Kuaishou bought.However, the future of short dramas depends on whether the video account can make a big difference in the short video twin giants. However, I don’t want to be seen by people in my circle of friends who are chasing brainless skits anyway.
Tencent produced a short drama “Iron Pot Loves Candied Haws”
In Kuaishou, there are more skits and more types. At the same time, the useracceptThe degree is also higher; the works launched by Douyin are more refined. However, which method will be the first to emerge the hottest money, it is hard to say at present.
4, Conclusion
Shooting a short play is not as simple as putting the camera upright.
People make skits because itinvestmentSmall, low risk, quick return of funds.It may be difficult for short dramas to appear in the famous film history, but enter the long videoStockIn the era, the Matthew effect is becoming more and more obvious. For practitioners, it is undoubtedly a bigger and more fragrant cake.
To answer that question again, Wanhe Tianyi’s later boutique drama is still the group of actors and screenwriters, why can’t it be shot out of the circle? The answer is precisely the three words of quality.
The budget is higher, the service is better, the lens is more refined, and the pursuit of artistry is higher.But lowcost, The fast-paced “Unexpectedly”,The secret of its success is to include highly dense information and jokes in a rough frame, as well as several transitions in just a few minutes, giving the audience a sense of escape and cultural shock.
The reason why the “three-year period has come, welcome the Dragon King” in the previous few months is actually a reason. Once it reaches a higher level, it is bound to follow certain inherent paradigms and theorems.Relatively speaking, the degree of freedom is bound to decrease.Those who are wild and eclecticImagineOf course strength will lose their grassland.
Of course, this is not to say that Douyin invited the famous directors and celebrities to go to the bottom, and it is not a sledgehammer.
The pursuit of higher levels of art is human nature, and this is eternal.Therefore, no matter how TV dramas took up a lot of people’s time from appearing on TV and then transferring to PCs and mobile phones. The art of film has never died out, it is still a dream, maintaining people’s yearning for beauty.
But life is not only about poetry and distant places, but the lingering in front of you is the norm. Who can make movies and who wants to make TV dramas, who can make long dramas, who wants to make short dramas? but,What the director shoots and what the actors play are ultimately determined by the market.
After all, even Wu Yusen, who won the Golden Lion Award, and Diao Yinan, who won the Golden Bear Award, now have to condescend to shoot commercials for mobile games, right?
(Source: Gelonghui)
(Editor in charge: DF532)
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