"Super long watermelon" comes out, how far can the short video special effects go?

From a simple auxiliary video table to the characteristics of the important content of video, the advantages of short video special effects are gradually highlighting at the moment. At present, the short video special effects that can really enter the user group are mainly concentrated in the two categories of decorative image and film and television IP categories. The reason why the importance is highlighted is mainly to have characteristic communication, interaction and commercial value. As for its development trend, the most obvious is that the corresponding incentives of short video platforms have gradually increased, which makes the special effects richer, but the challenges faced in the future are the homogeneity of special effects short videos, and it may play business value. The limit of the circle.

Author | Guo Xuemei (Author of Cultural Industry Review, Researcher of Sanchuan Huiwen Travel Sports Research Institute)

Editing | Time

Edit | Peninsula

Source 业 | Cultural Industry Review

Since the early "Korean Drama Snow Transformation" special effects have been popular, major short video platforms have gradually begun to have a variety of special effects, orangutan face, bottle mask, lemon head ... Recently, Douyin's "ultra -long watermelon" special effects It brings new imitation trends.

Like the special effects of lemon heads that became popular last year, ultra -long watermelon comes from a special collection of special effects called "everything". This special effect is characterized by "72 changes", only retaining human eyes and mouths. In the case of ensuring that the user's appearance characteristics are not leaked, they can also show the individual's own "acting skills" and emotions.

The short video has achieved high interaction with the help of simple special effects and has become a new traffic formula, which allows many ordinary users to instantly have a million likes of video works. In 2021, the "Douyin Special Effect Data Report" released by Douyin showed that in the first half of 2021, the average of every five submission videos of Douyin Platform used a special effect. The special effects have become a popular expression of Douyin users. Essence

From "background" to "front desk"

Short video special effects start to become popular

The advanced development of short video special effects is synchronized with the overall development of short videos. In the early years, when gesture dance became an important content method for various short video platforms, special effects were only auxiliary display tools. In the gesture dance, many people will add some special stickers of cat ears and beards to the video.

Getting rid of the auxiliary functions, the special effects gradually become an important way of content expression, which has changed in recent years. According to the official report released by Douyin, by 2021, the platform has launched four major types of special effects of decoration, interaction, style and scenes, and strives to meet the needs of various users.

From the current point of view, short video special effects that can really enter the user group are mainly concentrated in two categories: decorative image categories, film and television IP categories.

The special effects of the decorative image can be simple accessories and face modification, such as bottle mask, double ponytail, lipstick special effects. Its main function is to increase interest and highlights to general content.

There are funny special effects that are easier to attract attention in this kind, such as the orangutan face, and the image replacement special effects represented by the image represented by ultra -long watermelon and lemon head.

Most of the film and television IP categories are the image special effects of classic IP, especially movie and TV series, such as monkeys and "Menghua Lu" Zhao Pan'er. These are the popular facial effects in Douyin.

In addition, this kind of popularity is partially interactive and scene -changing special effects. Video, then promotes the character image in the play.

On the whole, the richness of short video special effects and the expansion of application scenarios are the biggest changes in the current special effects, which has also prompted the continuous birth of the special effects of short video in the screen.

How can short video special effects become traffic depression?

The short video special effects from auxiliary characters to the main character, which is related to the special functions of the current special effects in the field of short video, that is, it has a unique communication, interaction, and commercial value.

Communication: templates and convenient UGC content production

The special effects of short videos are very simple to use. As long as the special effect template provided by the platform during shooting, it is completely different from the special effects that the computer can use to use in order to use, which greatly reduces the user's application threshold. The template -based production process allows users to be familiar with video production can also join in.

△ "Douyin Special Effect Data Report" shows that people with different ages have love of short video special effects

If the previous short video special effects require users to provide face information, then the special effects of lemon heads and ultra -long watermelon can meet the needs of unwilling to expose users. In the case of protecting identity information, creators can create interesting content and popular stalks more freely.

The reduction of content production thresholds and further brought about the expansion of social communication. Compared with the spread of praise, reposting, and comment, users imitate the same video on the one hand to make the content spread faster, on the one hand, increase the proportion of the content in the content pool, so that the platform algorithm captures the platform algorithm to capture the platform algorithm to capture the platform algorithm to capture the platform algorithm to capture The high -quality performance of such videos is promoted, and the scope of communication is ultimately expanded.

Interactivity: Users fill in the formation of unique narrative themes

Compared with the funny and fun special effects, some of the current explosive effects have the ability to form special topics. For example, lemon head special effects, netizens who create lemon head special effects videos generally tell many stories of social death, such as "About the tutoring of my mother's tutor to me is my boyfriend", "The boss is my first love & the whole person is embarrassing to the scalp, the scalp hair numb". Zhihu answering the main@crow school captain once summarized the content of lemon head videos, and believes that there are three main categories of lemon head video themes: First, dog blood novels come into reality, everyone is male and female protagonists, interpreting the sorrows and joy of the world; Second, special hobbies were found, and the most unknown things were on the bright side in the eyes of the public; the third was to share embarrassing things in life.

The ultra -long watermelon special effects similar to lemon heads also have a special meaning, that is, dressing with ultra -long watermelon special effects, and then spitting up their own troubles and tiredness. EMO's breath is very strong. For the special effects videos of long watermelons, it is easy for people to enter the main focus before watching, and determine that this is another tragic experience of beating workers.

由此可以看出，由特效形成的视频互动，其实更多是情绪层面，而非单一内容层面，这也让特效类短视频能够很大程度让用户产生共鸣，并借助情绪的感染性，让The user spontaneously complains and complains, and then gradually gives a unique topic charm that gives a unique special effect.

Commerciality: Publicity and utilization of exposure growth

In recent years, short videos have become important positions for publicity such as film and television dramas. How to make good use of the various resources of the platform and maximize the effectiveness of marketing are also a point that various film and television publicity teams value.

In the early years, the promotion effect of short videos on film and television works may be more concentrated in the rapid exposure of clip editing, so as to gain a certain reputation, but the lack of creative video content is actually difficult to form a unique memory point. The special effects are now today. The new development direction that the propaganda sees.

Earlier, the starring actors of "Love in the Year" and "The Glass Tile in the past" have shot the special effects short videos of "Korean drama floating snow" during the propaganda period, either to shape the protagonist CP, or to put the special effects short videos and the play in the play. The scene echoed (some scenes of "The Glass Tile in the past are in the environment of the Forbidden City), so as to achieve the potential announcement effect.

△ "Love in the Year", "The Glory Tile in the past" starring Douyin

This year, in many ancient dramas, the promotion of special effects short video has opened a new way to advance. During the popularity of "Menghua Record", Douyin launched the "Da Song Menghua" imitation special effects, and "Cang Lan Jue" has the five coat effects of "Monthly Honoring Fire". Although it is not exquisite, it has won netizens. Fight for imitation.

These have brought new topics to the short video promotion of film and television works, and then better promote the spread, and some interactive effects, such as the "karma" of "Cang Lan Jue", is also easy to interact with short video users. , Therefore may drive screen imitation on the short video platform.

How far can the special effects of short videos still go?

Although the proportion of special effects in the current field of short video is gradually increasing, it still takes a long time to wait and see its future development.

On the one hand, in terms of content, the special effects innovation of short videos has a better trend. From the perspective of special effects production and production, Douyin and Kuaishou have begun to increase incentives to promote the enthusiasm of platform creators, such as Douyin props design contest, Douyin special effects star plan, fast -hand special effect makeup contest. Even Douyin has launched the Effect Creator of the special effects open platform, making the threshold of special effects lower and easier to get started.

In addition to encouraging more users to participate in the official special effects production team, the short video platform has gradually extended new content to this, that is, let all special effects sharing their own production experience and understanding, become big V, expanded the platform content, expanded the content of the platform, and expanded the content of the platform's content. New professional aspects.

△ Douyin specialist @aky classmate, once made the bottle mask and the ice pier special effects in the picture above

From the perspective of content dissemination, the technical flow represented by special effects short videos may still be an important part of the short video ecosystem. This is because the content of the technical stream is a bias formed by the early formation of the short video platform, and it has cultivated better users. In addition, this type of content can be controlled by the platform itself. When the original explosion video is difficult to appear To promote some technical stream content, the platform itself can continue to maintain the vitality of internal users.

However, on the other hand, the special effects business of short videos also faces many tests. The most obvious one is the unsustainable content of its explosive special effects video. Although Douyin has a variety of special effects, there are not many special effects that can form huge response. It can be seen that short -screen special effects short video often requires topical attributes, such as lemon head special effects and social death topics.

In addition, this special effects short video is generally more prominent in fun and interesting. Although the excessive imitation of platform users will form a wide range of communication, the content homogeneity is also obvious.

In addition, some users may have different aesthetic orientations, and it is difficult to generate some rough special effects. Therefore, special effects use and dissemination are also easily limited by a certain circle. For the film and television works who want to promote film and television works through special effects, This may increase the difficulty of breaking the circle.

From the enlarge of special effects short videos, technical innovation will still bring new opportunities to the industry, but whether this accidental opportunity can be transformed into a long -term model for replication, there is still uncertainty.How to better play the charm of original special effects, you need to try more.Reference

[1] Guangming.com. Douyin release special effect data report: Every five submission have a special effect. [2021-07-28] .https://it.gmw.cn/2021-07/28/content_35034674.htm.

[2] Captain Captain. Contemporary Social Social Death Daquan, all in the lemon head of station B. Zhihu. [2021-11-01] https://zhuanlan.zhihu.com/p/428205988.

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