The general theme of anti-hegemony is the next short drama outlet?
Recently, the short video blogger "Seven Orangutans" created a series of micro-short dramas "Reborn as a Nanny in the Boss Short Drama" series of micro-short dramas have continued to explode, and since its launch on March 5, the popularity has not decreased. The 16th episode of the latest update on May 10, as of May 12, the popularity of a single episode has exceeded 2200W in two days, and the number of likes has reached 123W.
△ Source: Huge amount of creative backstage
From the release of the first episode on March 5th to the receipt of the first commercial order implantation on March 19th, it only took 15 days for the account, and there are different product advertising placements in subsequent episodes and short dramas, with a total of 16 ad placements in 26 episodes, and its single video quotation of 21-60s is 50W, which exceeds 90% of its peers.
△ Source: The new list has a number of new shake backstage
The series of short dramas launched by the Seven Orangutan accounts has triggered the imitation of many self-media accounts and mini program short drama screenwriters.
What kind of new ideas of "short drama + advertising" will the success of the "Seven Orangutans" team bring?
In this issue, DataEye Short Drama Observation will disassemble the anti-hegemony general theme short drama of the "Seven Orangutans" team.
1. "I am reborn in xx when xx" Observation of the explosive element
DataEye Short Drama Observation found through a search on the Douyin advertising creative platform, with "I am reborn in xx when xx" as the search found, there are a total of 11 related topics, and the most popular topic is "I am reborn as an actor in a cool drama", with a popularity of 84335W in the past 30 days.
△ Source: Huge amount of creative backstage
At the same time, in the DataEye-ADX background, a total of 1733 mini program short dramas related to the title of the drama were searched.
△ Source: ADX short drama version
(1) Analysis of the "Seven Orangutans" account
The two "I am xx and be xx" series of short dramas created by blogger "Seven Orangutans" have been played 1.23 billion times since they were launched two months ago, and the number of views of series 1 "Rebirth of Me as a Nanny in the Boss Short Drama" has reached 1.23 billion. Series 2 is a derivative of Series 1, "I Was the Protagonist in the Short Drama Reborn" was launched on March 7, updated with 12 episodes and 780 million views. The combined number of views of the two series reached 2 billion!
△ Source: Douyin
DataEye Short Drama Observation found on the new Douyin data platform that since the team released the series of short dramas "Reborn I Be a Nanny in the Bazong Short Drama" on March 5, the number of fans has increased by 449.07W in two months, and the number of fans has increased by 29.38%.
The highest increase in fans was on April 6, with an increase of 18.52W on the whole platform, and the work released on that day was the 8th episode of the series of short dramas "Reborn I was a nanny in the boss short drama", with the title of "Wang Ma Returns". Secondly, the 15th episode released on April 30 has an increase of 15.17W fans on all platforms.
It can be seen that the series of short dramas continues to be hot.
In addition, DataEye Short Drama Observation also found that the work with the highest number of interactions was the first episode of the series of short dramas released on March 5, "Reborn I am a nanny in the boss short drama", which reached 571.22W, followed by episodes 5 and 4. The highest number of likes is in episode 5 with 279.63W, and the highest number of comments is in episode 1 with 18W.
The series creation of the "Seven Orangutans" team changed the perspective of the protagonists in the past short dramas, and put the visual center on the non-protagonists in the regular short dramas, such as "nanny", "housekeeper", "driver" and other people, inviting the audience to watch the short drama from the perspective of NPCs. This kind of idea is not the first of its kind by the "Seven Orangutans" team, and there are similar skits in the mini program short plays.
2. Analysis of the reasons for the explosion of the theme of "anti-hegemony".
From the point of view of topic selection and style, this year's Bazong mini program short drama has become popular, making the "Bazong literature" that has always been criticized for being out of reality and outrageous plot once again enter the audience's field of vision.
This kind of short drama created by the "Seven Orangutans" team selects the most common overlord plot as the "slot", combined with the funny way of short videos, and firmly captures the audience's laughter and attention.
Why can the theme of "anti-hegemony" continue to be loved by the audience? DataEye skit observation believes that there may be the following:
(1) Close to urban migrant women
Taking the "Seven Orangutans" account as an example, DataEye skit observation analyzes its users.
From the perspective of user portraits, during the fan increase period, the users who watched this type of video were mainly 18 to 40 years old, totaling more than 80%, and the users aged 18-23 were the most, accounting for 34.7%, and the proportion of women was higher than that of men, and women accounted for 69%. In terms of urban distribution, third-tier cities have the largest number of residents, accounting for 25.58%, followed by new first-tier cities, accounting for 19.26%.
According to DataEye's short drama observation and analysis, the audience of this type of video may be dominated by "urban migrant women".
From the perspective of user psychology, one is that the female character of "Wang Ma" is psychologically closer to female audiences, and the other is that 18 to 40 years old is within the working years, and the protagonists of these two series are "workers", and it is easier for the audience to substitute in terms of identity.
(2) "Short drama + hot stalk" helps short dramas break the circle
Taking the creation of the "Seven Orangutans" series as an example, although these works are divided into the category of "short plays", they are still different from what we often call "mini program short plays".
Although the "Mini Program Short Drama" is also tightly paced and cool, it still follows the traditional drama structure and has a coherent and complete story line. And this series of works is more of a short video technique, the integration of Internet hot stalks and short drama elements, for example, jokingly calling the male and female protagonists "crazy women".
The method of "short drama + hot stalk" blurs the boundary between short dramas and short videos. On the one hand, this combination allows more short video audiences to come into contact with "mini program short dramas", which can expand the acceptance group of short dramas, and on the other hand, it also breaks the inertia of short drama creation and gives more possibilities for the development of short dramas.
(3) Invite the audience to participate in co-creation to improve the audience's participation and stickiness
It is worth noting that unlike traditional film and television dramas, which follows the principle that "actors do not communicate with the camera", the "complaining" of "Wang Ma" in the play is carried out in front of the camera, so the interaction of the protagonist is essentially not in the characters in the play, but in the audience.
At the same time, in the copywriting and comment area, "Wang Ma" and the creative team took the initiative to invite the audience to participate in the co-creation and listen to the opinions of the audience. This series of short dramas is not like the traditional short drama that is broadcast on the platform after the filming is completed, but "writing and shooting", which can be adjusted according to the audience's intentions, whether it is Wang Ma or the housekeeper, the story direction is developing in the direction expected by the audience.
The characters in the short play can not only act as "mouth substitutes", but also listen to the audience's opinions. The audience can resonate with the protagonist when watching, and after watching it, they can also participate in the interaction in the comment area, and even manipulate the development of the plot.
(4) Disenchantment of the powerful
From the ancient Ba Zongwen to the current Ba Zong's short drama, why didn't everyone think that Ba was always "crazy" in the past, but now this topic can be hotly discussed again?
The explosion of such short dramas is the disenchantment of the audience for the powerful class in the context of the new social environment.
In the past, people had a "filter" for the powerful, and the worship of money and the status gap were tacit. As a "rich and powerful person", the "tyrant" can manipulate everything, which is people's imagination of money power in the period of economic scarcity, and it is a simple and crude view of money.
With the development of the economy and the change of social concepts, people have a clearer and more comprehensive understanding of society, become more confident and independent, and the audience no longer accepts that "money and power are overwhelming".
Generation Z (specifically the generation born in the late 90s to early 21st century) is a generation that grew up in the Internet era, and they can get in touch with more "non-self" information, no longer the world around them. Therefore, the young people of Generation Z are no longer the simple and crude way of understanding money, but more pluralistic and rational, and pay more attention to the realization of personal value and power equality.
When the nanny in the play is faced with the boss's request, it is no longer a submissive and obedient attitude, but a cool point of "picking up the mop and slapping it on his face" to detonate the audience. This is both a disenchantment of the audience to power and the powerful class, and a reflection of the audience becoming "more realistic". The audience no longer pursues to become a "boss" or a "little white flower heroine who can rely on the boss", but expects that she can "rise up and resist".
3. The theme of "anti-hegemony", the next short drama outlet?
The theme of "anti-boss" is a new creative path, which mainly refers to the theme routine of "the domineering president falls in love with me" in the past, starting from the perspective of the characters around the "boss", and starting from the perspective of the characters around the "boss", the short drama content creation is launched. For example, small characters such as "housekeepers, doctors, nannies, palace maids, and guards" are used as protagonists.
This kind of theme is a more down-to-earth expression, so that the audience can experience more simple emotional value, rather than simply staying at the refreshing level of "throwing money, slapping the face, and kneeling", adding more realism to the illusory suspended short drama.
(1) Trend of entry
In January of this year, a short drama called "Secretary Xia, Please Shut Up" was a complaining plot with "Migrant Worker - Secretary" as the protagonist, which has a high degree of similarity with this kind of creativity. The playback of the short drama on the Douyin platform is 2781.4W.
△ Source: Douyin
The short play tells the funny story of the heroine who mistakenly thought that she had crossed over to become a migrant worker in the boss novel, and wanted to eat melons and complain about the white lotus next to the boss, but she fell in love with the male protagonist of the boss for a long time.
The story is the traditional "boss with little white flower assistant" shell with the plot setting of "the inner monologue perspective of the worker", and the heroine's inner complaint plays the role of "walking barrage" in the plot.
"Secretary Xia, Please Shut Up" is a psychological medium between "spitting" and the audience, so that the audience can make up for it and have infinite resonance during the viewing process, which is an innovative attempt to overlord the theme of short dramas.
After Seven Orangutans produced these two series of short dramas, Douyin blogger "Qiao Yu Optimist" also created a series of short films called "Resentment xx in the Boss Drama", which has been updated with 8 episodes, 6 of which are advertisers, and the price is 13W. During this period, the number of followers increased by 9.22W.
Douyin blogger Pai Xiaoxuan also launched two series, "My Marriage Contract with Mr. Gu" and "Xiaoxuan's Fast Wear World", a total of 12 episodes, all of which were inserted with advertisements, with a price of 32W and an increase of 46.49W fans.
△ Source: The new list has a number of new shake backstage
Also in the game is the Shenzhen Health Commission. Last month, the Shenzhen Health Commission launched a series of "popular science + short dramas", which also adopted this creative approach, taking "I am a doctor in the short drama of rebirth" as an element clue, using humorous methods to deconstruct the traditional boss short drama, and carry out a series of medical knowledge popularization, so as to achieve the purpose of popular science. The series exploded on the short video platform.
Since the release of the first "popular science + short drama" work on April 21, the number of fans has increased dramatically, with more than 20W fans in 3 days, and 49.85w new fans in the past 30 days.
△ Source: The new list has a number of new shake backstage
(2) Analysis of the advantages and disadvantages of short dramas with the theme of anti-hegemony
1. Advantages:
First, the cost of creation is lower than that of traditional short plays.
From the perspective of production costs, this type of short drama may have a lower threshold, and the script can connect with hot spots and hot stalks, providing a lot of material for the screenwriter's script creation. On the other hand, connecting with hot memes is more intimate for Internet users, which can make it easier for short dramas to reach more users.
Second, new ways to monetize.
Interests are the key to attracting entrants, and how to intersperse advertisements like film and television dramas to obtain advertising revenue is the path that short drama producers are currently exploring.
At present, on the road of "short drama + advertising", the main monetization methods are still concentrated in three categories, account sharing, user recharge and soft implantation.
Account sharing is the main means of monetization of online micro-short dramas, which are mainly placed on platforms such as iQiyi, Youku, and Tencent Video. The mini program short drama is broadcast on WeChat mini program or Douyin mini program, and its main way to monetize is to rely on users to recharge and pay for viewing to obtain profits. The main broadcast platforms are short video platforms such as Douyin and Kuaishou, and the audience can click on the link to jump to buy the product in the middle of the process.
And the attempt of the Seven Orangutans team provides us with a new idea of "advertising + skit".
The series of short dramas produced by the team is different from the production forms of the three short dramas mentioned above, and is a form of "shooting and broadcasting" that is more similar to short videos but between brand-customized short dramas and mini-program short dramas. Advertisers can decide whether or not to advertise based on the data feedback from the previous episode that aired. The production team can also insert ads into the plot more flexibly depending on the product, which is a softer way of ad placement than brand-customized short dramas.
At present, this series of short dramas has not only allowed the "Seven Orangutans" team to gain more fans and popularity, but also brought fire to the drama itself and such themes, and it is also very considerable in terms of advertising revenue.
From the release of the first episode on March 5th to the first commercial order implantation in "Reborn in the Costume Short Drama as a Maid" on March 19th, it only took 15 days for the account to be implanted, and there are different product advertising placements in the subsequent episodes and short dramas, with a total of 16 ad placements in 26 episodes, and its single video quotation of 21-60s is 50W, which exceeds 90% of its peers.
2. Disadvantages:
First, it is difficult to create. What needs to be considered is that although the mini program short drama is short, the plot logic has a certain coherence. And "Rebirth: I Be a Nanny in the Boss Short Drama" is a screenshot of some of the boss highlights for complaining and joking, if you want to make a drama, it will test the skills of the short drama screenwriter even more.
When the logic of traditional screenwriters is decoupled, the audience's emotions will also be truncated, and whether it is suitable for continuous payment to chase dramas is still a question.
Second, the audience is limited. At present, the audience of mini program short dramas is still stuck in the 40-60-year-old silver-haired group, and it mainly attracts groups who have romantic fantasies about life, especially those who prefer relaxed entertainment. If you add hot topics or Internet memes, it may increase the viewing threshold and lead to the loss of some viewers, and whether you can retain "old users" while developing "new users" is also a risk that needs to be considered.
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