What new tricks do you play quickly and short drama?

Until 2022, micro -short drama is still a hot "popular player" in the film and television industry.

Yunhe data shows that the number of micro -short dramas in May this year reached 421, more than 398 in 2021. From the beginning of 2019, to officially possess the "name" in 2020, to the explosive growth of the past two years, more and more enrolled in the emerging track of micro -short drama, the theme of the works is more abundant, and the production is becoming more mature. fine. Under the step -by -step upgrade and continuous innovation, micro -short drama shows more fresh and diverse appearance and gameplay.

Multi -party entry

Mainstream media and audio platforms have joined

In the insight of the 2021 micro -short drama content released by Yien's data, the micro -short drama market has formed a situation of "the gods" melee. The MCN institutions focusing on short videos and live broadcasts, traditional film and television companies and video platforms seeking new interest points in the winter of film and television, as well as online text platforms dedicated to video transformation. A piece of "cake" is divided into this new field.

However, with the increasingly popular micro -drama market, in addition to the main players who continue to cultivate in this field, there are other people in various ways to join, and the mainstream media are one of them. For the mainstream media pursuing the transformation of the media, the micro -short drama with both flexibility and plotization can be described as a content carrier that helps improve the effect of communication. As early as 2019, which was small and small in micro -short drama, many mainstream media platforms began to test water.

For example, the micro -short drama "Military Camp Edition is Page" produced by the official Weibo of the Chinese People's Liberation Army in Hong Kong, which is produced, and spread the positive energy of the army camp. The official Weibo of the Shanghai Public Security Bureau ’s official Weibo“ Police and People ’s Express-Shanghai” creative micro-short drama “Hurry Basted Meat Bao Iron” replaced the facts with the “tomato people” and reminded it with a relaxed and humorous comedy style. People must abide by traffic rules.

In 2021, the National Anti -Fraud Center launched a micro -short drama "Anti -Fraud Martial Arts Biography" and "Guess who is undercover?" "A series of works such as costumes and animations reveal various frauds and routines in the form of costumes, animation, etc., thereby enhancing the audience's awareness of anti -fraud. CCTV News was built in April this year, and the short drama "Dad's Secret" launched on the "National Security Education Day" was described with a warm and moving tone. story. These micro -drama works from the hands of mainstream media show the mainstream valuability in a more innovative and visible way.

Not only the mainstream media, the audio platforms in the field of sound are also extending to the micro -short drama track. Not long ago, the short drama "The Rumor in the Rumor" jointly developed by the Himalayan and Mango TV and Dasheng Media was officially launched and attracted people's attention. From IP screening to online operation, Himalayan participated in all the development process of this work, and "Rumored Lu Shenci" has also become the first short drama in China to broadcast on dual audio and video dual -platform. It is reported that the three parties will have 12 short drama plans to develop this year.

For the audio platforms that have included network IP and audio works like Himalayan. This time, aimed at micro -short drama tracks, which is conducive to maximizing the original IP, and on the other hand, it is easier to form a linkage effect. Read the text, listen to books, and chase the drama integration, and open up the content ecological chain. At the same time, the micro -short drama market will also draw fresh blood through the audio platform to output more high -quality IP works, which can be described as a valuable win -win cooperation.

Diverse coverage

Types of subject matter, monetization methods are full of flowers

In the initial starting stage, soil flavor, sweetness, and refreshing sense are the perception and positioning of most audiences for micro -short dramas. However, with the rapid development of this track, the type of episodes is also expanding, and based on its special characteristics in time and presentation methods, many new themes and gameplay have been further explored.

The episodes of love and sweet pets are undoubtedly the main force in the micro -short drama market. According to Yien data, the number of micro -dramas of love themes has increased year after year since 2018, and the distribution proportion has reached nearly 70%in 2021. For example, in the way of dismantling the blind box and falling asleep, you have a limited love "Dream!" "Jingjing", "Please!" Don't spoil me ", and the" Long Princess is on ", which is a strong circle of love and the sweetness of the guardian and the guardian. The head advantage of micro -short drama.

Micro -short dramas of comedy and suspense themes have gradually showed a dark horse. In the absurd humorous style to describe the colorful life of the aunts and the "Aunt's World" that is incompatible with the digital society, they got a good score of 8.1 in Douban. The fantasy suspense micropheyal micro -drama "The Dream of Night Cat Express" created by station B is to map the current realistic issues through multiple suspense stories. The play is also shortlisted for the official competition of the Cannes TV Festival short drama this year, becoming China's first shortlisted work.

In addition to the themes of love, comedy, and suspense, new -themed micro -short drama works such as campus, workplace, medical care, and thriller and animation have also emerged one after another. There are also interactive micro -short dramas with strong interest and experience, such as "Mo Yu Xuanqi", "Be betrayed the Earth" and the future "Gongwangfu", which have strong interest and experience. There are also huge development potential and prospects.

In addition, micro -short dramas are also committed to the use of superimposed elements to expand the content more and more full, such as "Datang Snack Stay" with the theme of "Food+Sweet Pet". Order, the soft sci -fi suspense micro -short drama "The remaining 11" starring Li Xian, the "Nian Nian Nian Nian", which integrates martial arts, suspense, and love. More new possibilities. While the development and changes of theme types, micro -short dramas also slowly explore and cultivate a more diversified monetization model. Today, the platform division is still the most important and stable micro -short drama monetization. Major long and short video platforms are also continuously upgraded the accounting plan, trying to establish a complete sub -account mechanism for output more high -quality episodes. According to public information, the short drama "Come on!" Earlier this year on Tencent Video "please!" Don't spoil me. At present, the box office has exceeded 33 million, setting a new industry record.

With the rise of this track, micro -short dramas have extended a variety of commercial monetization models such as paid on -demand, platform purchase, brand customization, advertising implantation, e -commerce live broadcast, and derivative peripherals. For example, relying on the "one Lu" who became popular in "This male lead is a bit cold", it opened its own brand and long -term live broadcast. After the broadcast of "Datang Snacks", it also opened the Yuanwan'er shop on Taobao. Various snacks appeared in the play will be sold on Taobao stores.

Taken together, the overall monetization mode of micro -short drama is now yet to be improved. The scale of live broadcasts with goods and derivative content is limited. The implantation of brand advertising needs to increase innovation, and C -terminal payments will take time to develop. However, the breakthroughs and attempts of more and more monetization methods make micro -short dramas more mature and systematic, highlighting the good market "money" scene.

Content expansion, IP and original integration

Similar to long dramas, micro -short dramas are mostly relying on IP to develop content development and extension. The 2021 video content trend insight released by Yien data — micro -short drama shows that in the development of micro -short drama, the proportion of IP adaptation works has risen year by year, and it has reached 35%of the total in 2021. Among them, the novel IP is the main source, with a proportion of nearly 90 %, and the online text apps such as rice reading and tomato novels have also entered this field one after another.

Adapted from the novel of the same name, the short drama "This male is a bit cold" with a playback volume exceeded 500 million; adapted from Mi Shi Novels, and won the best adaptation of the year's "Qin "Grandpa's little dumb"; and "Heartbeat Love" adapted from Guo Ni's early novel "Heartbeat Love Club", all of which are successful cases of IP adaptation of micro -short dramas.

On this basis, IP adaptation has expanded to the field of comics and games. Tencent Animation, Manga, and Mid -mobile games have entered the game. Various popular comics and game IP have gradually become new nutrients in the field of micro -short drama. Credit by the original class of "The male lead is a bit cold", the "Thousand Degree Phoenix" adapted from Tencent anime works exceeded 400 million; The total reading volume of Weibo is as high as 900 million; the micro -short drama "The Sword of the Fairy Sword and the Sword of the Sword of the Fairy Sword" made by the game produced by the mobile game, and the popularity of the game IP has achieved the doubles of the episode and the user. Breaking the circle. And with the in -depth cooperation of various platforms and novels, comic APPs and anime institutions, the scale and number of IP adaptation of micro -short dramas will continue to expand.

While adapted from IP, micro -short dramas have also developed simultaneously. The weird and thriller "Dimension: Dictionary", "Dimension: Different: Video" and other "Dimensive" series, "Black Dream of Night Cat Express", and "Aunt's World of Auntie's World" this year "Don't mess with white pigeons", "Nian Nian Naoming" and other micro -drama works have captured the public's heart with novel and high -quality original content.

It is worth mentioning that the merger of IP and originality in the micro -short drama market. On the basis of the original IP, it presents an independent story and expands and extends a certain content. This can not only make up for the audience's difficulty in some aspects, but also enrich the content framework and worldview of the original IP, but also create a sense of freshness. For example, "The Last Moving Taoist of Longling Mats" and "The Origin of the Buddha's Head of the Central Bureau of the Ancient Bureau", all of which are innovative and refreshing innovative works based on the premise of the original IP and starring.

Overall, the short -term drama of rapid development has always been expanding and exploring new paths and gameplay. Whether it is a entry, subject matter, content, or business model, it shows a rich and diverse development attitude, showing the vitality and vitality of this track. What kind of surprise appearance will be born in the future, it is also worthy of continuous attention and expectations.

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