Content outlet, watch short dramas. Skit marketing, watch Kuaishou.
At present, "All in short dramas" has gradually become the consensus of the content industry and the marketing industry, and Kuaishou, which has opened the golden age of short dramas and continuously upgraded its ecology, has undoubtedly become a key place for short drama talents, MCN institutions, brand merchants and other parties to seize the short drama outlet.
Kuaishou, which took the lead in laying out the short drama ecology in 2019, continues to lead the market after years of large-scale growth and quality advancement. By the end of 2023, the average daily active users of Kuaishou short dramas will reach 270 million, the number of heavy users who watch more than 10 episodes per day will be 94 million, and the total number of Kuaishou Xingmang short dramas will be close to 1,000, of which 326 will have more than 100 million plays. In terms of commercialization, Kuaishou's first commercial short drama will be launched in 2020, and the number of commercial short dramas has reached nearly 100 so far, and 38% of the cooperative brands in 23 years are reinvestment customers.
How can brands take advantage of the great opportunity of Kuaishou short dramas to leverage more traffic and business opportunities in 2024? At the Xinbang Short Drama Conference, Wang Sixun, deputy general manager of Kuaishou Magnetic Engine Marketing Business, shared the platform ecology, business gameplay, popular cases, and forward-looking content of Kuaishou short dramas in 2024, focusing on the theme of "Good Dramas Unlock Good Business, Short Drama Marketing in Kuaishou", and work with the industry to explore the short drama ecology of "users love to watch, producers love to do, and brands love to invest", bringing Kuaishou's solutions to the industry.
Wang Sixun, deputy general manager of Kuaishou Magnetic Engine Marketing Business
In 2024, Kuaishou will reserve more than 200 short dramas to open brand cooperation and create more high-quality content IP. In the future, Kuaishou short dramas will also release more imagination through multiple layouts such as audio books, content payment, copyright sales, and short drama going overseas, bringing more new opportunities to practitioners in the short drama industry and short drama marketing cooperation brands.
Leading the golden age of short dramas, Kuaishou broke through the ceiling of popular styles
In the past two years, the short drama industry has shown a blowout growth. Relevant reports show that the market size of short dramas in 2023 will be nearly 40 billion, close to 70% of the volume of the film market, and the market size is expected to exceed 100 billion yuan within 5 years. As the earliest entrant and long-term leader in the short drama industry, Kuaishou has fully opened the golden age of short dramas and driven the large-scale and high-quality development of short dramas.
In terms of content, as a high-quality content soil, Kuaishou short dramas continue to break through the ceiling of popular models, and cooperate with leading film and television companies and professional institutions to jointly build the underlying framework for the ecological development of short dramas. By the end of 2023, Kuaishou has launched nearly 1,000 starlight short dramas, covering 8 mainstream themes of love, family, ancient style, urban, campus, funny, suspense, and magic, creating a unique platform with diversified content advantages.
In the industry, Kuaishou short dramas are the first to put forward the concept of "100 million-level club", and the "100 million-level" broadcast volume has become the measurement criterion for popular short dramas, and more and more works have entered the "100 million yuan club", and by the end of 2023, 326 Kuaishou short dramas have exceeded 100 million plays, 68 works have exceeded 300 million, and 4 super explosive works have exceeded 1 billion.
In terms of users, in 2023, the daily active users of Kuaishou short dramas will reach 270 million, and the number of users who watch more than 10 episodes of heavy short dramas per day will reach 94 million, a year-on-year increase of 52.6%, and nearly 8 percent of short drama users will watch short dramas every week, and the average daily length of short dramas watched by users will increase by 17.2% year-on-year. In addition, Kuaishou also provides creators with a lower threshold for cooperation, more stable income and a higher account sharing gradient.
For brands, Kuaishou's massive, high-live, and high-sticky short drama users provide them with a huge blue ocean of traffic and high-quality crowd assets, and how to seize traffic dividends, occupy users' minds, and unlock business opportunities has become the key.
Open up the business imagination and create the "biggest variable" of brand marketing
With the emergence of short drama marketing outlets, the brand marketing business model has also been iteratively updated from "content exposure and grass planting" to "brand transformation and weeding". Taking Kuaishou as an example, Kuaishou currently has nearly 100 commercial short dramas, and in Q3 2023, the investment revenue of Kuaishou Xingmang short dramas will increase by more than 10 times month-on-month, and the repurchase rate of commercial short dramas will be as high as 38%.
On this basis, the commercial gameplay of Kuaishou short dramas is also becoming more abundant, so that brand marketing can be more deeply rooted in the hearts of the people.
On the one hand, Kuaishou makes the brand "have business" by creating a full-link matrix of short drama marketing of "planting grass while watching", "interacting while watching", "searching while watching", and "transforming while watching", and on the other hand, Kuaishou makes short drama marketing "loud" by creating a combination of "short drama +" content activities and gameplay, through brand naming, brand customization, scene packages, hot drama chasing investment, schedule cooperation, advance screening, main creative cooperation and AIGC activities.
The answer given by Kuaishou is to take the audience as the center, take the brand demand as the goal, open up the high-speed channel of traffic from content to products, and create a diversified short drama marketing solution with high matching and high exposure. This solution is more concretely presented in the practice of brand cooperation.
First, Kuaishou short dramas are produced with superstars + top to create cutting-edge content. For example, during this year's winter vacation, Tmall built an ultra-in-depth and matrix cooperation with Kuaishou short dramas to create a "Tmall New Year Goods Street" across three time fields, with 3 billion+ exposures covering the mainstream market and realizing the resonance of the whole network.
Specifically, among the 3 popular short dramas, starring Yin Zheng and Guo Xiaoting, "Super Sitting" produced by Other City Pictures, as a continuous creation that closely follows the popularity of the "Annual Meeting" movie, creates "super first-class quality" in the short drama industry with a super luxurious star lineup and a top domestic production team, and integrates genre themes with "science fiction + comedy" that is scarce in the market, focusing on the survival status of workers in the workplace, which quickly aroused the attention and discussion of the whole network, with a total of 420 million + views of the feature film, and 28 hot searches on the whole network.
Another "Mandarin Duck Break" starring Li Chun and Nie Zihao is adapted from a high-heat Chinese comic with its own IP fan popularity, through the eye-catching characters and explosive plots such as the dual identity of the heroine + singer and killer + hot-blooded story, as well as the exquisite costume and compact rhythm, it has brought a "boutique production" viewing experience, attracting a large number of loyal fans, realizing the "strong involvement" of the whole people, and becoming another new benchmark on the "Republic of China style" short drama track.
The last part, "I Open a Bar in Da Song" starring Zhang Xiaolong and Huan Xi, realized the duo of "Imperial Doctor Wen" and "Shen Meizhuang", which surprised the audience and attracted many CP fans to carnival. In terms of content, the play uses the collision of ancient and modern cultures + social emotional insight, and skillfully relates to hot topics in society, creating a strong comedy atmosphere while also arousing strong resonance and discussion among the audience.
Second, Kuaishou short dramas use top talents and traffic guarantee to create popular dramas. Da Feixin teamed up with Kuaishou short drama "Super Head Talent", focusing on the core preferences of short drama users, customizing and co-creating the popular short drama "Let Love Start from the Beginning", achieving voice borrowing and word-of-mouth shaping, and creating a popular business case in the big health industry.
In the cooperation, the two parties focused on the core preference points of short drama users for the original short drama content, and joined forces with the super head of Kuaishou short drama category "Bankruptcy Sister and Brother" to create an annual popular family short drama content of "high-energy reversal", and at the same time deeply implanted product information in combination with the characteristics of brand products to achieve pan-crowd reach + brand voice diffusion.
According to the data, the total number of views of the feature film "Let Love Start from the Beginning" exceeded 900 million, the number of interactions exceeded 15.6 million, and Maoyan dominated the list for 21 consecutive days. While helping Dafeixin reach more target audiences, during the broadcast of the short drama, Dafeixin's average daily content index increased by 185%, brand awareness increased by 121%, and brand purchase intention increased by 29.5%, realizing the rapid growth of brand business and the efficient precipitation of crowd assets.
Third, Kuaishou short drama uses a short drama matrix to repeatedly reach out to create innovative resources. It is precisely by relying on the resource innovation and global linkage of Kuaishou short dramas that Sprite has achieved extensive brand exposure and repeated reach through 8 high-scoring hit short drama matrices with different themes + the first advanced screening activity, and strongly conveyed the mentality of "reducing dryness".
Based on the brand's core mentality of "unstoppable, cool and cool", and deeply strengthening the "sense of decompression", Sprite and Kuaishou have carried out innovative forms of short drama content cooperation, laid out the new line market, and quickly reached users in the new line market by creating a "Sprite Advance Screening" theater gameplay, taking advantage of the traffic of Kuaishou's popular short dramas. The total number of views of Sprite's cooperative short drama feature film exceeded 2.57 billion, and the total number of views of topics on Kuaishou station was 5.37 billion, and it was on the hot search 87 times on the whole network.
Focusing on popular schedules such as the Olympics, the short drama marketing ecology has evolved
In the fiercely competitive short drama track, in 2024, what opportunities should not be missed for brands to deploy short drama marketing in Kuaishou? At the New List Short Drama Conference, Kuaishou also brought three major directions from "content layout" to "ecological evolution".
The first is to deeply cultivate high-quality products, create a Kuaishou high-quality drama plan, and realize the comprehensive high-quality products of the Xingmang label. Kuaishou Xingmang Short Drama will continue to unite top MCNs such as Gumai Jiahe, Silver Earth, Mingbai, Qixia Media, and Divine Wolf Culture, as well as short drama leaders such as Bankrupt Sister and Brother, Jiang Seventeen, and Yilu, to jointly launch a number of high-quality short dramas such as "My Daughter and I Are at the Same Table", "The Road to Glory", and "Wrong Flirtation".
The second is to upgrade the lineup and create an ultra-in-depth content matrix of famous directors. Kuaishou Xingmang Star Drama will unite famous director teams and star artists such as Other City Pictures, Rongxinda Film and Television, Yumaru Film and Television, Happy Twist, etc., to launch luxury lineup short dramas such as "Super Time and Space Editorial Department" and "Auspicious Time Doctor".
The third is to focus on popular schedules, achieve year-round coverage, and reserve a large number of dramas for marketing nodes. For example, during the Paris Olympic Games, Kuaishou will create a "drama shine" plan, reserve 50+ collaborable plays, and work with stars, athletes, well-known directors, etc., to tell bloody stories with high-burning short dramas, and at the same time launch AIGC one-key drama championship journey and other marketing gameplay, through content cooperation and creative marketing two-way efforts, stimulate the "1+1>2" influence advantage of short dramas and the world's top sports events, and help the brand's Olympic marketing voice to go out of the circle.
Judging from industry trends, under the boom of short dramas, more brands are bound to pour into the short drama marketing market in the future. Kuaishou short dramas, which are constantly upgrading in terms of user scale, content ecology, creative gameplay, and commercial value, are opening up a broader imagination space for brand marketing.