This article comes from the WeChat public account: Guizhou-Tencent News (ID: entguiquan) , author: Zhen Huang, the original title: “those little video and cool and low, and how the earthy flow becomes Lamborghini | your circle”, the first map from: your circle
The war in the sinking market has burned into the short video field.
A one-minute vertical screen play has become a new way for Internet platforms to harvest traffic. It ’s earthy enough, and it ’s nothing more than a scumbag, a green tea fight, a wicked mother-in-law, and a clever grasp of Xiaosan ’s vulgar plot; With the stiff acting skills of the non-professional actors, the rudimentary scenes, and the simple way of service, the instantaneous completion of the “successful” ending of the counterattack.
This is content creation based on user preference and operational data, which is harvesting tens of millions of traffic at low cost and high efficiency. Young screenwriters who have not received professional training can compile three explosive scripts a week with the “net sense”; the post-95 entrepreneurs who are flexible in their minds have become MCN presidents, Hi Ti Lamborghini.
Under the pressure of data growth, Internet platforms have sounded the sinking horn and are no longer obsessed with targeting high-net-worth users, but expanding into a larger market. First of all, the traditional media has retreated under the impact of the media in the early years, followed by various music charts of the online Divine Comedy Rankings, and large-scale online movies and online dramas, which have also refreshed people ’s traditional content to varying degrees. Cognition.
On the other side of the story, some “orthodox” screenwriters who had no work to do started secretly taking orders, learning to write small videos of local flavors. In the context of the film and television winter and the full Internetization of content production, they have to bow their heads to reality while contemptuously looking for opportunities to make a living in this new, user-oriented circuit.
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On the short video platform, the popularity of the video is measured by the number of likes. On these platforms, which have reached 400-400 million daily, the short videos produced by various head accounts can reach an average of millions of likes.
And Zhang Yimou, a well-known director with a box office of more than 3 billion in mainland China, encountered Waterloo in this hottest battlefield. At the beginning of the year, his debut work on a short video platform, “Meet You”, in the official Before setting up the topic, “more than 200,000 likes”. This 4 minutes and 07 seconds video is one of the four series of Chinese New Year micro movies, showing the return of the Spring Festival. A boy encounters the opposite sex in the sleeper car, and hesitates to find a conversation but it is difficult to be brave.
There is only one dialogue between the male and female protagonists, but the emotions are transmitted in the silent place. Through the film-level lens scheduling, composition and scene switching, and the mottled light and shadow that hit the human face when the train is moving forward, the excitement and anxiety of the boy’s heart are expressed delicately and accurately. For this series of works, before the epidemic broke out, Zhang Yimou’s team photographed all the way from Beijing to Shenzhen. The details reflect the creator’s intentions everywhere.
“If there is no” Zhang Yimou “, there is not so much praise now. Do you say he is not good at shooting? No, it is too advanced. Too many shots, the pace is too slow.” A MCN company Sha Shidi, director of short video operations, analyzed to “Guizhou”. Among the short video accounts he operates, the main push is a live-action IP called “Witch Moon”, which has tens of millions of fans, and more than 90 works have been praised by more than 100 million on a single platform.
Sha Shi, born in 1997, was born in a non-television major and has no relevant experience in the traditional film and television industry. But after two years in the field of short video, the market has already taught him the most direct and effective set of methodology- The plot should be as simple as possible, without logic, and the characters are extremely Facebook. “Various market feedback shows that don’t give the audience too many very advanced things. What the audience wants to watch is the ethical drama of conflict and dog blood.”
In the view of screenwriter Marshal Zhao Gong, these “non-table” scripts are all shallow plots and hard reversals-“reverse for reversal”. He analyzes the rhythm of this short play to “Gui Circle”: There must be two reversals within 1 minute, one is emotional reversal, and the other is relationship reversal.
These are two very different creative ideas and styles. The traditional film and television people pursue a subtle and blank lens language, which must be deep and tonal; the platform users want to watch is “a cool drama with strong conflicts and many reversals.” More and more creators gradually realize the reason for success in the sinking market: to let go of the ideal of “educating the audience and leading the audience”, if you want traffic, you must satisfy the audience as much as possible.
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A few years ago, the main melody of marketing numbers and paid courses was still anxiety of selling, instilling the sad tale of users “you are laid off after a wave of promotion” and “the same age achieve freedom of wealth, but you are still working hard to move bricks”. Arouse user’s sense of crisis and get emotional resonance. At the moment, the short video on the Xinfengkou, the creative idea is the opposite. “Don’t give them heavy things. It’s just that he feels comfortable, happy, and cool after reading.” Brother Sha Sha understands user psychology well.
It is the consensus of the creators of short videos and the source of their “earth” to allow viewers to get the coolest experience in the most direct way.
The theme must be set up to counterattack, but the process of the little person’s struggle to success must also be absolutely simplified. The process does not have to be shown, the focus is on comparison. For example, the ugly girl who was still being mocked and ridiculed by the previous second, took out the cosmetics implanted by the brand, turned into a bright and overbearing president, stepped on the peak of life, and saw the unfair things and never forgotten the chivalrous justice.
Is there logic? No. What is more logical is that this transformation is repeated in almost every small video, but it can still harvest traffic. Taking this type of head account “Ye Gongzi ye” as an example, almost every video likes more than one million, more than 26 million followers on a single platform, and even exceeds the size of Beijing’s permanent population in 2019.
Shi Yezi, the person in charge of “Ye Gongzi ye”, summarized its content methodology: “There must be Qiu on the spot,” Tear the green tea in hand, grab the third, there will be a very direct counterattack now ” Baishui splashed up, or painted a red on the other party’s face. Before turning around and leaving, be sure to match a string of golden sentences for the audience to excerpt-“A man who does not understand rejection is not worthy of staying Convergent green tea doesn’t need to be merciful. “” Don’t keep looking when you’re sick