Author|bean sprouts
When a normal person crosses over to the boss's cool drama, what will they face?
Recently, in the series of short videos of "Rebirth: I am an actor in a short drama", the funny blogger @七玉 quickly became popular all over the Internet with the plot of the anti-bully boss Shuangwen routine and the supporting role perspective of the ruthless empathy of the workers, and successfully created a male and female protagonists who dare to face the ups and downs at any time, and even more upside down NPCs - nanny "Wang Ma".
As an NPC in the boss's cool drama, "Wang Ma" had to watch the sadomasochistic relationship between the boss and his wife up close, and was ready to meet the "funeral love" attack from the boss at any time. "If it can't be cured, you have to treat her, otherwise everyone will bury her", "Dig three feet into City A and find her, otherwise I want all of you to be buried with you", "If this child can't be saved, I want all of you to be buried together" ...... beginning of the "Rebirth" series, which is the familiar formula of the boss.
At the same time, the "Wang Ma", who does not have the heroine's BUFF superposition, must also face various unreasonable requirements and work overtime to clean up the mess after the protagonist's hair is upside down. The clothes of the heroine who was splashed with red wine by the boss were washed by "Wang Ma", the dining table that was angrily thrown by the boss was cleaned by "Wang Ma", and the umbrella when Mrs. was in the rain was also "Wang Ma".
But the difference is that the NPC that crosses into the drama is no longer the best assist for the protagonist's emotions, "What's the matter with me?", "Shenjin", "damn"...... These complaints under the normal brain circuit successfully made "Wang Ma" the audience's mouth, successfully revealing the absurdity of the boss's cool drama, and also bringing another dimension of "coolness".
With the explosion of the short drama, the plot of the ancient idol drama full of routines and suspended above life has returned. Revenge on the scumbag, tearing up the female tea colleague, counterattacking into the top stream of the entertainment industry and other classic bridges full of refreshing feelings, high-concentration output, stimulating the audience's dopamine at the fastest speed. Moreover, combined with new issues and pain points, the content of the short drama is also changing rapidly, to meet the "coolness" of the current audience to the greatest extent.
When Mr. Ba Literature was reborn and recreated in the short drama track, a group of short video bloggers also began to find another way to reverse the narrative. In addition to @七子公公, many bloggers began to "travel to Shuangwen", or cross into a heroine running with a ball, or cross into a personal doctor who overlords, or cross into a vicious female partner...... In short, it is to borrow any identity in the drama of Mr. Ba, and fight against the bloody plot from the perspective of a normal person.
As a result, the pure love and sadomasochism between the boss and Bai Yueguang portrayed in the cool drama changed the style of painting and became the "crazy woman CP", and the audience also had a strong substitution and found a new joy in watching cool dramas.
If you want to borrow the shell of a short drama, you must first understand the soul of the short drama.
The reason why this kind of rebirth anti-routine short video can catch netizens at a glance and create a strong sense of contrast is that it is equipped with the key elements of Mr. Ba's cool article.
The president and his wife who are divided and combined 800 times a day, the boss who wants to grasp the whereabouts of the heroine despite the "invasion of privacy", the vicious second female who wants to frame the heroine and the male protagonist alone, etc., these bloody plots that senior viewers of local short dramas can understand at a glance have become the story framework of the @Seven Orangutans "Rebirth" series, as long as netizens open the video, they can feel the "soil" and "coolness" that come to their faces.
Of course, on top of the core of Shuangwen, Mr. Ba is not the only plot setting. Common cool text themes such as campuses, ancient puppets, and entertainment circles have all become the background of the story that @Seven Orangutans can traverse, and have successfully attracted "local cool literature lovers" under different themes.
Moreover, this kind of short video content has no protracted plot, and a number of classic overlord literary clips are included in only three minutes, which has a higher concentration of rhythm than short dramas, which further strengthens the "cool" sense of content.
After completing the construction and laying out of the story framework by stacking the local elements of the short drama, the blogger will use the identities of the characters in the play to start the anti-routine interpretation of the plot, and perfectly grasp the cool points of netizens.
But unlike the refreshing feeling of strengthening counterattack, sadomasochism, and tearing in the local short drama, @七颗猩猩主要是借 the mouth of "Wang Ma", it is just right to say the audience's questions about the plot, so that the audience can breathe smoothly in the face of the puzzling absurd plot.
When the boss wants to obtain the personal information of the heroine, the resentful worker who was reborn as a special assistant has no choice but to remind "this violates the privacy of others"; When the male protagonist of the campus cool drama replaced the PPT in order to attract Bai Yueguang's attention, the cannon fodder classmates who were reborn as members of the heroine's team were furious, "Who changed the PPT I made"; When the traffic artist broke up and wanted to push off all the trips, the NPC who was reborn as the agent was completely furious, "The liquidated damages are eight million, why can I meet a crazy man anywhere!"
When normal people's thinking appeared in the suspended Ba Zong Shuang drama, the sense of antagonism was instantly filled, the absurdity of the plot was amplified, and the literature of Ba Zong began to be deconstructed.
But after being deconstructed, isn't the story of the boss a new round of cool articles?
In the "Rebirth" series, the identities of supporting roles such as @七颗猩猩主要是重生了保姆, agents, and cannon fodder classmates, when the audience who is accustomed to taking the lead role takes the supporting role, the opposition between Shuangwen and reality is more obvious. Netizens have said, "Gold miners can't dig such high-purity divine gold", "In the past, I substituted the heroine: so cool and romantic; now I substitute the nanny: I am so crazy and speechless", "Sure enough, I can only substitute the perspective of the protagonist, and the perspective of the worker, they all go to Karma".
And in reality, in the face of unreasonable requirements in the workplace, workers can only silently endure the complaints behind their backs. But these supporting characters who have traveled through cool dramas dare to resist head-on, vigorously preventing "don't be noisy", and at the same time slapping the mop directly in the president's face, so that the workers also substitute a "crazy addiction".
Even so, netizens who are familiar with the local flavor short drama routines are not satisfied with the coolness of deconstruction, and begin to take the initiative to arrange the secondary CP along the Ba bus. After the handsome Steward Zhao appeared, the Wang Ma in the play began to pay attention to the image, and the audience outside the play began to be busy making up new and cool texts, for example, Steward Zhao was actually the young master of the Li family, and he came here to be a housekeeper for Wang Ma. Imagine, which worker doesn't want a handsome and invisible young master CP to appear?
There are even netizens who attribute all of Mr. Gu's crazy words to "wanting to attract the attention of Wang Ma", locking Steward Zhao and his beloved Rolex, and focusing on one you play yours and I knock mine.
In addition, behind the "Rebirth" series out of the circle, I have to mention the actor's sense of belief. After all, knowing how outrageous the plot is, the more serious and hard the actor acts, the stronger the sense of contrast and fun it brings to the audience. After experiencing the "Mr. Gu iteration" from 1.0 to 3.0, netizens also realized that not all Mr. Gu can play the boss well, and the actors in the 2.0 version, due to their strong sense of belief, performed the feeling of "love brain" and became the best Mr. Gu voted by the audience.
Nana, the heroine who resembles Yao Anna, also brought new fun to onlookers. In the comment area, everyone ridiculed, "So is it really Yao Anna?", "Nonsense, it's obviously Yao An." ”
From the purification of the elements of cool dramas, to the deconstruction of Wang Ma's perspective, to the brain supplement of netizens, "I am an actor in short dramas of rebirth", with the help of contrasting content, high-frequency updates and interactive reconstruction, successfully built the ultimate short drama of the boss - Wang Ma universe.
With the blessing of multiple cool points, @七颗猩猩的 "Rebirth" series has become popular all over the network.
According to data, @七子公子, which came out of the circle with the "Rebirth" series, has gained more than 3 million fans on the whole network within a month, and has now accumulated more than 20 million fans on the whole network.
Interestingly, netizens who can understand the content of "Crossing to Cool Dramas" are obviously people who are familiar with the routines of local short dramas and are well versed in the literary logic of Mr. Ba, after all, how enjoyable it is to complain proves how deep the understanding is. But compared with the fan structure of @七子 and the audience of senior short dramas, it is not the same audience group.
At present, the popularity of the @Seven Orangutan "Rebirth" series is mainly concentrated on Douyin, Xiaohongshu, and Station B. In contrast, although the overall traffic and popularity of the "Rebirth" series on Douyin are better, the discussion and participation of netizens on station B are stronger, and the content of the series has an average of nearly 10 million views on station B. This means that the people who are really playing "Ba Zong Shuang Drama Meme" are actually younger rising users, mainly in first- and second-tier cities.
However, from the perspective of audience payment structure, the audience of senior short dramas mentioned so far is mainly concentrated in low-income male users over the age of 30 in sinking cities. Why can these "boss cool drama stalks", which should be more familiar to users of short dramas, break the circle among users in younger and first- and second-tier cities?
In fact, although on the surface, the user base does not overlap, but behind the fact that "crossing into Shuangwen short dramas" has become a new video traffic password and more rising users are playing memes, it reflects that the audience of Shuangwen short dramas is spreading to rising cities and younger users, and the female audience of short dramas is also increasing.
Because those who can really understand the "Ba Zong Shuang Drama Stalk" without threshold, if they are not senior audiences of local short dramas, they also belong to the group of people who are interested in the content model and may become potential audiences for local short dramas.
is not only @七鱼鱼小's "Rebirth" series, the popular short drama "I Was a Stepmother in the 80s" during the Chinese New Year, and the single episode content uploaded by the official account Hangzhou Banxia Network on Station B has exceeded one million views, and the first episode has reached 2.84 million views. In the middle of the night on the fifth day of the Lunar New Year, the number of online viewers of some card segment resource content reached tens of thousands at the same time at station B.
It shows that there are more rising users in the audience of the short drama.
It's just that these users are secretly addicted to "earthy cool dramas", but the willingness of users to pay is not high. Different from users who chase dramas in the sinking market, many of them are good at finding free resources in various channels, and then deconstruct the boss's routines and find new fun through content such as "I am a nanny in the boss of the reborn short drama".
"I didn't watch short dramas before, and recently there have been some short drama clips pushed, which is quite attractive, but these short dramas have to be paid, and I don't want to spend money on short dramas at the moment, mainly because I said that I want to charge hundreds of dollars to go out and watch this kind of content, so I have to charge hundreds of yuan, which is too shameful. "The reason for working in a certain first-tier city tells us.
Although the habit of paying has not been formed, this also fully shows that the crowd of mini program short dramas has great room for expansion, as long as the content is appetizing, young users in rising cities are also expected to become the core consumer group.
On the one hand, with the maturity of the short drama market, various content platforms, MCN institutions, film and television industries, and even brands have begun to enter the game, and the content types of short dramas have begun to differentiate, and the track has gradually formed a division. The representative genre of the short drama market is no longer shoddy content with negative reputation, and many paid short dramas have also rolled out better actors, CPs and productions on the premise of retaining a sense of coolness, attracting many first- and second-tier users.
On the other hand, after the iteration of a large number of female frequency content, the plot presents an anti-routine, and more plots that are in line with the cool points of first- and second-tier female users appear. For example, "Mr. Fu's vest can't be hidden after flash marriage" does not engage in the competition between the heroine and the daughter, the heroine deals with the problem in a more humorous and playful way throughout the whole process, and the heroine in "Going to a Place with You" is no longer a weak woman waiting for Prince Charming to be saved, but a sober hostess who goes to the father and the son.
These short dramas, which superimpose more pain points of contemporary women in the workplace and the values of independent women, have also successfully attracted a large number of female users in first- and second-tier cities.
It is precisely because of this that the content of the "Rebirth of Me in the Boss Short Drama XX" series has won the favor of many brand owners, especially beauty and skin care brands.
At present, @七颗猩猩的 "Rebirth" series has been implanted with Huawei, Han Shu, Weiting and other brands, and another blogger of the same type @Pai Xiaoxuan has frequently released popular videos with the content of "Reborn as a Shuangwen Heroine", and almost every video in the series has brand sponsorship, such as Estee Lauder, Membrane Family, Gao Jiesi, etc. @Qiaoyu乐天派, which has 1.547 million followers on Douyin, has also cooperated with brands in the last 3 "crossing" contents.
Obviously, the rising and younger female population also gives this type of deconstructed content a natural advantage in terms of brand cooperation.
Whether it is the explosion of the short drama or the outing of "I am reborn in the boss short drama as xx", it shows that the imagination and interpretation space of netizens for the story of Mr. Ba's cool text is still a wilderness.
When netizens collectively fall into the interpretation of the "boss cool drama stalk", doesn't it pierce the screen paper between rising users and earthy short dramas?