On April 10, the Douyin Short Video Security Center issued an "Announcement on Cracking Down on Illegal Micro Short Dramas", which shows that the platform has recently found that some short dramas promote unhealthy and non-mainstream family views, marriage and love concepts, and deliberately amplify and exaggerate the conflicts between husband and wife, mother-in-law and daughter-in-law, etc., and the platform has removed 6 related illegal micro short dramas.
The micro-short dramas that were removed from the shelves this time are a total of 6. These include: "My Husband is a Mother's Boy", "The Last Bottom Line", "Miss Daughter Fights Back", "Pregnant Woman", "My Bottom Line", "Mother's Birthday".
In fact, this is not the first time that Douyin has removed this kind of illegal micro-short dramas, on November 16 last year, Douyin issued the "Douyin Announcement on Cracking Down on Illegal Micro-short Dramas", announcing that a total of 119 illegal micro-short dramas in the mini program have been removed recently, and 1188 Douyin accounts have been dealt with that illegally promote micro-short dramas.
In addition, Kuaishou also issued an announcement on the governance of micro-short dramas. The announcement said that during the recent platform inspection, it was found that some micro-short dramas promoted unhealthy and non-mainstream family views, marriage and love concepts, deliberately amplified and exaggerated conflicts between husband and wife, mother-in-law and daughter-in-law, intergenerational conflicts and other behaviors, deviating from the mainstream value orientation of society. According to the community rules, the platform removed the illegal micro-short drama repertoire and cleaned up 738 related contents. Some illegal micro-short dramas were announced: "The Rebirth of a Bald Woman", "Pregnant Woman", "Far Marriage and Rebirth", "Mother-in-law's Kennel".
The micro-skit hunts the elderly
According to the data, in 2023, the number of paid users of Douyin short dramas will increase by 3 times, the average daily playback volume will increase by 100% compared with 2022, the number of playbacks of 12 short dramas will exceed 1 billion, and during the Spring Festival, 8 high-quality short dramas will have more than 100 million playbacks. In the entire industry, many teams that originally filmed TV dramas have gone to shoot micro-short dramas. Now, not only young people love to watch it, but the elderly have also become the main group of micro-short dramas.
According to the "Workers' Daily", some micro-short dramas have been questioned about using algorithms to accurately "hunt" the elderly. According to the survey, the total daily payment of short dramas in 2023 has reached 60 million yuan, and the payment performance of users aged 45 to 64 is higher than the overall level, of which more than 70% of the respondents pay more than 50 yuan per month.
From an objective point of view, inducing consumption, automatic deductions, repeated charges, etc., long before the rise of short dramas, many platforms took advantage of this routine to trick users into "krypton gold". However, the core of the short drama "hunting" method lies in precision, the elderly are first whetted by the slice video on the short video platform, and then induced to the micro-short drama mini program to pay to unlock. Once the click pays, it will be accurately captured by the delivery company and become a key delivery user. In this way, the hunt is completed, and the elderly are trapped.
Micro-short dramas can't be "reckless" for too long
Some people say that now is the reckless era of micro-short dramas. This sentence is not accurate, now is a society under the rule of law, it is impossible for there to be reckless people who have no consequences after plundering, it can only be explained: it is not that it is not reported, the time has not come. Recently, the competent authorities in many places have been requiring all platforms to sort out and report relevant information such as micro-short dramas that are currently being broadcast online without filing. From June 1 this year, micro-short dramas that have not been reviewed and filed are not allowed to be disseminated online in many places. This is the rule, there is no rule without the rules.
The reason is that it is too exciting, but there are several kinds of stimulation, one is to accumulate emotions for half a day, and to vent it, and because they are used to watching short videos, many people can't afford to wait, so the micro-short drama catches the eye with the exciting plot!
Rise because of the stimulus, Lose because of the stimulus
We Chinese all know that if you want to live a long and healthy life, you have to be calm and avoid things and foods that are too exciting. However, watching micro-short dramas is to be stimulated. It doesn't matter if the acting is very poor, it doesn't matter if the costumes, makeup, and props are put on and on, the plot is blunt, all you pursue is excitement.
Personally, I think that the micro-short drama industry will rise because of stimulation and fail because it is too exciting. The reason is very simple, when everyone is no longer stimulated by a simple stimulus, the producer will inevitably find ways to upgrade the stimulus again, and in the end, the stimulus is "dead"!
People who walk on the edge of the cliff have a high probability of falling into the cliff. But now, some people who have been involved in the micro-short drama earlier have already earned a sum of money and run away, and now those who are entering the scene must face this situation, whether to choose to continue according to the law, or to be patient and do things seriously?
The micro-skit is staggering forward
Some people say that you can't be too pessimistic, there are always some high-quality micro-short dramas appearing. Yes, there will be, but we are talking about the proportion, it can't be developed for a few years, and there are only one or two works that can be used for micro-short dramas, right?
I hope that the future micro-short drama market can embark on the right path of putting high-quality content first. However, the right way in the world is the vicissitudes of life, and the micro-short drama industry is still in the stage of staggering!
Source: First Scene