How much is the emotional value of long videos?

The secret of the explosive long video

Author | Xiang Xuelan

The industry believes that there are three values ​​provided by a consumer product to users: functional value, emotional value and asset value. In the process of consumption upgrade, the consumption space of physical products is limited, but spiritual consumption is infinite.

Among the long video content such as film and television works and variety shows, in the diverse value of users, emotional value is the key core, or it can be said that the emotional value and functional value of the content are overlapped to a certain extent. The reason why classic film and television dramas become classic is the popular variety show. The high box office movie is hot because it brings a very appropriate emotional experience to users.

In the short video era, emotions have become the standard for production. In this case, do you need many plots and stories to accumulate long video emotional values ​​still have room for survival? How to deal with long video content?

Emotional value is the key to the victory of content

The power of emotions is very huge, especially after the emotional resonance of the public.

Recently, the traffic star Yi Xi Qianxi and others were in the National Theater. Hu Xijin, a special commentator of the Global Times, mentioned in the relevant Weibo that "there is almost no isolated emotions on the public opinion field, and they often meet with a variety of anxiety and dissatisfaction." Indeed, the haze of the epidemic has not dispersed, economic growth has slowed, the Internet factories have layoffs, and young people "inspirational optimism are replaced by sadness and sadness." The accumulated emotions need to be exported.

Picture source: Weibo topic details page screenshot

Dongfang's selection of live broadcast room Teacher Dong Yuhui was inseparable from the word "emotion" behind the night. Affected by the adjustment of the policy of the teaching and training industry, Mr. Dong was "reduced" by the English teacher as an anchor with the goods. The kindness and appearance in the process have been infected with many people who have similar situations or experiences.

After the popularity of Dong Yuhui's live broadcast room, many views believed that the knowledge of knowledge with goods and bilingual goods made the East selection. The column "Cai Yu Business Reference" did not agree with this statement. She believed that the emotional experience was the key. "As an anchor, you cannot directly deliver your knowledge, but you have to use knowledge to build a narrative. Create the situation, that is, the emotional field, evoke the user's identification of common sense, and then be willing to believe that the product in your hand is this meaning. This emotion is this emotion. The carrier of experience. "

According to reports, in the live broadcast room selected by the East, the proportion of users between 31 and 40 is up to 40%, and men also have a high proportion among all users, which can reach 30%. It is very uncommon and the value of emotional resonance is visible.

Whether it is public opinion incident or live broadcast, the value of emotions can be seen. Hongxingrk's popularity some time ago is also a promotion of emotional power. For film and television works, providing users with an emotional experience is "the meaning of the should be in the question."

The box office of the movie "Life" has exceeded 1.2 billion. Under the current epidemic situation, it is not easy to achieve such a box office. It can be seen that the audience's comments can be seen that the appeal of this film is to bring the audience very rich and just right emotional experience.

Among them, the love and sorrow of the affection of the grandparents, the joy of the joy and redemption of the third brother and Xiaowen collided with each other. It is not surprising to get a high box office.

Picture source: official Weibo

The TV series "The World" can be called the "drama king" in recent years. Whether or not audiences who have experienced that era have found emotional resonance in the play. The reason why "Zhen Huan Biography" is prosperous, which has a lot to do with its unique "cool" experience experience.

The original popularity of the idol group draft variety show was because it inspired the "love" of fans for idols, and it was a very strong "love". Under the guidance of strong emotional resonance and incorrect guidance, the occurrence of out of control such as "pouring milk incident" is inevitable.

A good work can bring a good emotional experience to the audience, and people do not have a limit on this demand. This is also the basis for the existence and continuous development of long video content.

Short video emotional direct impact on mode

In the short video era, the straightforward expression of emotions has become the "gold standard" of production, which is completely different from the long -i -videos accumulated emotional mobilization mode, which constitutes a huge impact on the emotional value of long videos.

Take micro -short dramas as an example. Within a few minutes of each episode, blood and sea deep hatred can be retaliated. The abuse is soothed. The user's emotional experience becomes faster. "But it is enough to attract a large number of target audiences.

The founder of Dongman Society and the producer of the micro -short drama "Remented", Tang Mingming mentioned the difference between the creative method of micro -short drama and long video in an interview with the Variety Daily. Among them, the first is different foreshadowing. Watching the drama on the long video platform is "chasing", so you can ambush more, and make the audience's intentions through the stalks and stalks; the short video platform watching the drama is "brush". Adhering to the single distribution logic, too much foreshadowing has become invalid information. Slow down the rhythm of the plot. The second is the different setting structure and role. Based on the platform attributes and user viewing habits, long video users generally watch micro -short dramas, and the plot needs to be opened up and ups and downs. The micro -short drama of short videos must be high -energy. Indeed, the short video does not need to consider the "peak circuit turning" of the plot. There is no need to consider the character's "growth arc". It only needs to use sufficient refined and accurate emotions to impact users' feelings. Counterattack is a sense of accomplishment ...

In this case, short videos constituted the "emotional value replacement effect" of long video content, which is also one of the important reasons for long videos in the past two years.

Yunhe data shows that in the first half of 2022, the effective broadcast volume of the episodes of the episode continued to decrease, fell 4%and 1%year -on -year and month -on -month, and 175 new domestic series (more than 20 minutes in a single set) decreased, a decrease of 30 year -on -year.

The performance of variety shows is even more sluggish. The idol draft stops, and the hot explosion is absent. The cumulative positive film of the entire network of variety shows 12.9 billion, a year -on -year and month -on -month reduction of about 20%. Among them, TV variety shows fell 28%year -on -year. 15%.

Image source: "2022H1 Variety Net Broadcast Performance and User Analysis"

Facing the emotional value replacement of short videos, long videos are time to carry out "consumption upgrade".

Long video consumption upgrade must provide an incremental emotional experience experience

One of the important directions of long video "consumption upgrade" is to provide users with a more real, rich and appropriate emotional experience.

The so -called "real" requires film and television works to truly restore the real life scene. The audience substituted the audience through the great performance of the actors, and immersed the emotions in this scene at this time.

The so -called "richness", if a film and television work can only bring an emotional experience to the audience, and the level is not clear enough, then it will feel "thin" in the eyes of the audience. Life is originally complicated, there are sadness, joy, and frightening. This requires film and television works to bring more subdivided and rich emotional experiences from more dimensions and more levels.

The so -called "appropriate" is to ask film and television works to give an excessive emotional experience. It cannot be transitioned sensational, and cannot cry or laugh according to the audience's head, otherwise it will only make people embarrassed. "When society crying, don't let the society cry frustration. When society laughs, don't let the society laugh arrogantly." Professor Yu Guoming once asked the media in this way. standard.

In order to achieve the "consumption upgrade" of long video content, superb emotional insights and emotional expression have become the scarcity ability of the content producer.

Being able to accurately inspect the emotional needs and status of current target users is a prerequisite for making a film and television work or variety show. After insight, you can also accurately express emotions through the appropriate plot, story, performance, and production level to achieve the final success.

The movie channel, known as the "Six Princess", is a representative of the user's emotions in terms of film selection and arrangement. Whenever a major event occurs, the "Six Princess" can always find a film suitable for the current emotions.

Picture source: Weibo screenshot

"Get out! The reason why the small cost emotional films such as the Tumor "" My Sister "and" Life "have a lot to do with their outstanding emotional insights and expressive power. What kind of emotions should people have in the face of cancer and siblings and siblings? These films give fresh but very appropriate emotional expression, allowing the audience to have a very good emotional experience and gain some in -depth thinking.

The same is true of variety shows. Recently, the popular variety shows of camping are mainly due to the insights that people yearn for freedom, yearning for closeness, and yearning for social affairs.

At this stage, in the process of upgrading of physical consumer products, the creation of emotional value is also aimed at the creation of emotional value, such as the current popular national style trend. When a clothing brand insights the common emotions and needs of "patriotism", and it is very accurate, it will be able to gain empathy with users.

Consumer products must be so worried about sharing with users, let alone film and television works and variety shows?

No. 1 conclusion

At this stage, the dilemma experienced by long video and long video platforms is caused by multiple reasons.

It is one of the most important reasons for the disobedience and attention to emotional value, especially the lack of superb insight and expression of user emotions.

Internet film and television content generally has too high dependence on big data. Indeed, big data can tell you what the content of the content is good, what content is not good, but the reasons behind it are the key. Only those who really understand the emotions of the user can correctly explain the reasons behind the data fluctuations.

It is hoped that during the production and broadcasting of Internet film and television works, there can be more warm human insights and less cold data.

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Reference materials:

1. Get the column: "Cai Yu Business Reference"

2. Come here to analyze dry goods, micro -short drama creative methodology

https://mp.weixin.qq.com/s/zwadol78_uqpe3isc18oyg

3. In the first half of 2012, the show comprehensive network broadcast performance and user analysis report

https://mp.weixin.qq.com/s/kem74dcabl6b1ev9hlt8hq

No. 1 Interactive topic: Which film and television works that make your emotional experience are the most abundant?

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