Cut has set off a new trend.
Editor’s note: This article is from WeChat public account “drugs” (ID :youhaoxifilm), author Zhang Na, Jiang Yuqi, editor He Runzhen.
“What clip did you chase for the whole show?”
In the hot topic of knowing, such a question has accumulated nearly 2,000 answers, and there are countless TV dramas listed, including “My leader, my group”, “Please answer 1988” and so on. Classic dramas at home and abroad, and even the drama of “Chen Qing Ling” which is hot this summer. Among them, a few hilarious clips about the Japanese TV drama “I am Big Brother”, the number of praises is more than 10,000. Many people have a message: “I just can’t extricate myself because this clip is in the pit.”
Knowing about the topic “Why are you chasing a play because of a clip?”
This tens of seconds or minutes of storyline is more often referred to as cut and “card segment” in the industry, usually referring to a dramatic fragment of a film, or a series of episodes. . These short seconds or minutes of content, because of the extraction of the essence of the episode, often make a deep impression, so as to achieve promotion and publicity. Especially in the era of information fragmentation, with the help of short video platforms and other vectors, cut has become one of the best ways to spread the content of the episode, and its status in the episode audience has become more and more important.
Especially in this summer’s summer, when the domestic drama ushered in a collective outbreak, the cut drama also came to a peak period: according to the data provided by Weibo TV, the microblog related short video of “Chen Qing” The number of plays is as high as 16.5 billion, and “Dear, Devotion” follows it, ranking second with 12.2 billion. In the vibrato, the cuts of these two episodes are also in the same screen, and they are also the first to appear on the hot list several times during the broadcast. The short video broadcast on the topic of “Chen Qing” is as high as 9 billion, and ” Yang Zili’s current scene of the game has won the heat of 744.6w.index.
Besides these hot cuts, In addition to enthusiastic fans, the film is a more important pusher. According to the statistics of the drug scorpion, the summer file explosion “Dear, Devotion” has 3.35 million fans in the official account of the vibrato; “Little Joy”, which has successfully circled the educational theme, focuses on the education pain points of the whole people, on the platform. The short video works on the site received a total of 57.23 million likes.
It is foreseeable that With the diversity of communication channels and the change of content communication carriers, the role of cut in the future of the drama will become more and more important. Many drama production companies and Xuanfa companies have devoted their energy to the cut content. At the same time, Poison ID (youhaoxifilm) believes that it has only been a short video platform as a carrier and tool, and has the opportunity to find suitable business opportunities. Investigate more B-side businesses, including marketing, and even help them explore the upper reaches of the industry.
Cut Evolutionary History
cut is not a new concept. At the beginning of the birth, more is to give a general overview of the film and television drama or to disclose the essence of the story in advance, convenient for use in film and television companies and television stations, video sites between the sale of the project. In the words of an industry insider, the earlier cut was more to let the buyer know the work.
In the era of lack of entertainment and TV stations, many marketing methods are aimed at the purchaser, and the producers will be able to sell the show. For this reason, the earliest cut type content is relatively infrequent, and it is only internally spread during the sales period, and rarely meets with the public. After the TV series is released, it is often spread on television only in a single form such as a trailer. It is used as a weapon to evoke the suspense of the audience, and its influence is very limited.
With the development of the Internet, the status of cut has changed a lot. As early as the post and the “grassroots era” of the video platform, many netizens will spontaneously create a second creation of the episode content. For example, in the post of “Wulin rumor”, you can still see the works that users spontaneously edited and uploaded to the platform. Also on the B station, the video clips of this TV series are still numerous, and the highest is also 5.24 million.
The video clips of “Wulin rumor” at station B are still numerous.
The development of streaming media has completely changed the status of cut. Due to the consideration of the amount of playback and the user’s fragmented viewing habits, You Aiteng and other video platforms are paying more and more attention to the content of cut content, and cut is officially “compiled” at this time.
Now, all kinds of popular content on the video website are opened. The first thing that catches the eye is the large amount of cut, not the feature content of the drama and variety. These cut content often involves the wonderful story of long video, and it is convenient to watch repeatedly, so the popularity of some popular cuts will even exceed the positive film, and the video website will further enrich the number of short videos and the playback channels. Taking Aiqiyi as an example, in the current self-made variety “Man in Housework” with 5290 heat value, the positive film on the content play page is arranged in parallel with the cut, and is often recommended to click or directly after the movie is finished. Play the cut clip.
In addition to the video website, Weibo is an important social and star-tracking platform, which also facilitates the spread of cut. For example, last year’s hot “Yanwei Raiders”, the heat on Weibo is still high. According to Weibo TV statistics, the number of short videos posted on Weibo during the broadcast period was as high as 11 million.
The number of short videos posted on Weibo is 11 million
The rise of the short video platform has gradually pushed the cut to another climax. Last year, the “Yanlan Raiders” generated 127 hot search words in the vibrato. The hottest “Yanwei Raiders and Vibrating Day Group” still has 61,000 videos, and the total broadcast volume is as high as 2.85 billion.
The popularity of video clips on the vibrato is behind the short video. According to the latest data from QuestMobile, in the first half of 2019, the number of users of short video applications continued to grow, surpassing the online video category to become the second most popular app type for Internet users. As of the end of June 2019, the size of short video users in China has reached 648 million.It accounts for 75.8% of the total netizens. The proportion of the entire video content industry market scale has expanded rapidly, and the role of new netizens has been most obvious, and the scale has exceeded the long video.
From the perspective of the drama, this trend is undoubtedly a good opportunity to increase the effectiveness of publicity. The short video platform has a huge amount of exposure, and the decentralized product logic also makes it easy to present a variety of content. You can borrow different types of cuts to form a sticky relationship with the episode fans. Take “Chen Qing Ling” as an example of Guan Wei in the vibrato, the key is to introduce some cuts that intercept the “high energy” plot; “Dear, love” is through the cut, more show the actors outside the show The tidbits and interesting things.
Short video platforms have a huge exposure
Because of this, more and more related dramas have begun to pay attention to the spread of cut content. In the past few years, Jiang Yan, the founder of Loud Entertainment, has clearly felt some changes in cut. Compared with previous announcements, such as newspaper broadcasts and traditional portals, Channels are mainly concentrated on Weibo, today’s headlines, short videos and other platforms, especially in the short video field, the proportion of input costs gradually occupy a relatively large expenditure position in the overall announcement budget. “
By summarizing the data in the 2018 Whitening Movie White Paper, it can be seen that during the year, 41 of the box office TOP 50 movies were officially operated on the vibrato. In terms of dramas, almost all of the dramas such as “Little Joy”, “Full-time Master” and “Chen Qing Ling” in this year’s crowded summer file have chosen to enter the platform of vibrato or fast hand.
Source “2018 Vibrato Movie White Paper”
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