Wen | Zhang Shule (Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)
"On the top, I don't know what I'm watching, but it's very uncomfortable if I don't read it", many netizens left a message for Zhang.
Professional shooting techniques, with a sense of editing rhythm, exquisitely show the rough bachelor life in the countryside.
In the last three months of this year, Mr. Zhang successfully won 16 million fans with the "earthy taste" video in the northeast countryside.
After Li Ziqi and Ding Zhen, Zhang became the third "top stream" in the countryside, but his way of going out of the circle was not much the same as the first two.
The shots of cats and dogs, raising chickens and feeding geese and eating meat and drinking wine from the same village are considered daily, and even less advanced content such as going to the toilet, wearing socks and pulling curtains has attracted the attention of netizens.
Mr. Zhang told the rural life of tuweier in a high-level way that people had never thought of.
After Zhang's explosion, some people questioned that he had a team behind him, saying that he smeared the countryside, the photos were dirty and messy, and even felt that he might "overturn", and it is difficult to say how much space for the commercial development of Zhang students will be in the future.
But lately he's started picking up ads. After the first step of realization, it remains to be seen whether Mr. Zhang is short-lived or can grow red.
In this regard, Meng Qian, a reporter from China News Weekly, had an exchange with Shule, and poor Dao thought:
In the state of excessive flooding of pan-entertainment, rural themes and "clean" videos can easily bring unique visual impact and emotional stimulation in positioning.
From the perspective of positioning, for the audience's mind, Zhang's rural videos and Li Ziqi's excessive beautification of rural areas, and some content creators through excessive scandalization of rural videos, there is a simple aesthetic and a higher definition of restoration.
As a result, the audience's mind is easy to form a sense of substitution in the state of many rural videos but similar videos are rare.
But if Zhang wants to continue to fire, he will definitely have to iterate.
Now the outbreak of Classmate Zhang, if you exclude the technical components of the use of shots and editing, the threshold is actually not high, and it is easy to be imitated.
Even the technical elements are not impossible in the current content creation team, but in the past, "knife work" was often ignored for the sake of short and fast.
As a result, homogeneous content will soon follow suit. Without further in-depth content, such as showing the real, rustic documentary-like feel of the countryside, it may gradually be overwhelmed.
What is the difference in styles between Li Ziqi, Ding Zhen and Zhang? Foolishly thought:
Li Ziqi is a delicate countryside with filters.
Ding Zhen is a chance encounter with ethnic minority customs.
Mr. Zhang is a rural life under high-definition lenses.
Although there are differences in lens and technique, there is actually a kind of documentary flavor, real and natural.
If there is a difference, Li Ziqi is more like a personal biography, a feature film of craftsmen.
Ding Zhenxiang road movies, all kinds of encounters, less editing and modification, lack of charm.
Zhang is an oriental time and space with a stronger documentary color, but excellent lenses and knives, such as "telling the stories around the people".
In fact, traces can be found in the past TV documentary model, and such videos themselves are borrowed from TV documentaries, short videos, networking, can continue to dig and explore the possibility of transformation from various types of films in the past.
In fact, not only rural life, but also urban life has many inadvertently missed details.
In the past, many documentaries, especially independent film-style documentaries, have also been explored, such as films such as "Iron West", which are also worth digging into by content creators, rather than blindly laughing at small movies or singing and dancing and funny.
From the perspective of the interpretation of monetization, at present, such videos of Zhang Classmate do lack monetization space.
Just like the Six Gods Lei Lei said that Jin Yong or Tang Shi, in the content of the goods to give people a sense of hard implantation.
But there are many ways to monetize, similar to the model of Zhang Classmate, to change the content to adapt to monetization, it is better to take the style of the old "Rural Discovery", only relying on the title and end of the film can also get a good income.
Once the content is shaped in order to monetize, the original ecological record is easy to change the flavor and become a consumer fan.
I personally think that in the future short videos, there will be similar to independent movies, indie games and more for feelings and pursuits.
Independent production, not overly dependent on business models and considering commercial monetization of content, although niche but led a variety of experimentalism, postmodernism trend, became a "maverick pig" in the clamor of the gods.
As for the emergence of Classmate Zhang, it is a sign that the competition between Douyin and Kuaishou has entered a white-hot situation in rural themes, which is a bit over-interpreted.
Douyin and Kuaishou are actually homogenizing, the so-called sinking market, they only choose urban or rural themes in terms of content, but their audience is actually still spreading in the urban field.
Therefore, they did not really sink the market to the so-called remote rural audience, but only showed the content of the remote mountain village to the crowd in the city or suburban junction to "appreciate".