In the era of short and fast micro-synthesis, UGC and PGC content are blooming.
On the occasion of the arrival of Double Eleven, a series of UGC micro-video content has also been derived around the sale of goods. Since the end of September, Li Jiaqi's "Offer for All Girls" has been launched on multiple social platforms at the same time, which can be regarded as a personal micro-synthesis from the content presentation. Each episode is about ten minutes long, the overall narrative rhythm is fast, and the production is relatively simple. Although it does not meet the standards of variety shows, it also has a certain degree of excitement.
The "Sports Genius An Zaixian" recently created by the Lao Luo team for An Zaixian has only broadcast two episodes and has already gained new popularity on the YouTube Fifteen Nights channel.
Both of these are designed for individuals and have a very distinctive video content. From the perspective of the production of micro-variety shows, whether it is UGC or PGC, the core is to seize the characteristics of individuals and give full play to their all-round advantages.
UGC produces real, personally advantageous content
Because the source and purpose of the planning is to seek the welfare of all girls, the overall content is very focused and direct, that is, the anchor Li Jiaqi and major brands strive for the biggest discount of the Double Eleven promotion. And the biggest highlights and highlights are derived from the truth and documentary.
First of all, from the perspective of the market, the double eleven promotion is in front, and the merchant conducts in-depth negotiation of the price, which is itself an event that the anchor has to experience, so in the style of documentary, the all-round display negotiation process can satisfy the curiosity of the audience and the audience at the beginning.
Secondly, there is a lot of overlap between the base of variety show audiences and consumers, so the video content of this kind of consumer theme can attract most female loyal viewers to watch, and the user stickiness is high. At the same time, the antagonistic relationship between consumers and merchants allows the audience to take the role of Li Jiaqi first, and also hopes and trusts that more negotiations can be carried out.
The last and most important point is that this micro-comprehensive is tailored around Li Jiaqi. As the head anchor, Li Jiaqi can leverage commercial resources, drive a number of brand customers to participate in it, and at the same time make business negotiations into filmable content, which is an important reason why the content can be produced and has authenticity.
For the content with the purpose of "consultation and negotiation" and the theme of consumer life, Li Jiaqi's personal advantages are very obvious. He has a lot of sales experience and technology, understands the rules and environment of the market, and at the same time, he also has high-intensity language output ability, and using language to stimulate consumption is one of the characteristics.
Therefore, the whole process of game bargaining can be called a "cool drama", in part of the negotiation process, Li Jiaqi through negotiation skills to catch up, forcing merchants to give way to the most preferential activities. In the end, whether the "offer" negotiation is successful or not becomes a string that draws the audience and is also the final exit.
For bloggers' personal video content, the footage and production has been relatively sophisticated. If it is derived into a real variety show, in fact, there are still many improvements in the content.
Last year, a popular micro-comprehensive "Negotiation King" in South Korea invited the big hit MC Guangxi to conduct the main negotiators, the main form is to visit ordinary people offline, collect consumer experience and consumer demands and quickly contact the boss feedback, and negotiate to seek preferential treatment.
In this show, there are two things worth learning: First, each episode first conducts street visits, collects the most authentic feedback in chats with customers, and then communicates with the brand with feedback, so that their negotiation covers two levels: user experience and product price. The second is to choose the brands and merchants that are closest to the public, which is regional and universal.
For example, in the original Korean program, MC walked directly on the street to search for merchants, such as focusing more on more civilian businesses such as fried chicken shops and barber shops. In fact, if this "offer" series can continue to be produced, in addition to beauty and clothing brands, it can also focus on more categories and multi-dimensional products.
For "Offer for All Girls", although most of the brands have become well-known national brands through the live broadcast room, their advantages and disadvantages are relatively transparent. But for most viewers, it is still necessary to find resonance in the feedback of ordinary people.
Therefore, starting from the real consumer demands, with problems and needs to negotiate, may also be the future can be improved and supplemented. Although the video mentions that the questionnaire was done in advance, it was not presented until the third and fifth issues.
For example, it was found that most consumers did not know a strong brand, or liked one of the products given away. Negotiating with merchants with such needs has a certain support point, and at the same time can further help consumers improve the consumer experience, and also allow the audience to get a hi point.
However, due to the clear goals of bargaining and double eleven promotion, the product experience part has not actually been expanded, and it is still relatively regrettable from the richness of content.
In addition, as the main logical line of the narrative, whether the negotiation can be successful is the most expected result. In "All Girls' Offers", there is actually a stamping ceremony designed as a conclusion. But unfortunately, it involves the delay of negotiations, trade secrets and the timing of the Double Eleven promotion, so the price and negotiation results cannot be made public in real time, so the ceremony cannot be carried out every time.
Although this series of micro-videos is only used as a social platform to spread content, but to a certain extent, it also has the viewing experience of variety shows, if it can be extended and expanded, some of the above more refined suggestions may be used as a production reference.
PGC is of high quality, and the experience of Lao Luo Weizong is summed up
The recent "Sports Genius An Zaixian", a micro-comprehensive of the same small volume, is a new variety show tailored for An Zaixian after Li Shougen, Yao Guixian, Yin Zhiyuan, Jiang Hudong, mino and PO, and is currently a popular content on the YouTube Fifteen Nights Channel.
The sources of ideas are interesting, full of contradictions and irony. Based on observations of Ahn Jae-hyun, a member of journey to the New West, Lao Luo found that his athletic and athletic abilities were almost zero. However, through reverse thinking, the director team boldly guessed that Ahn Jae-hyun had made game mistakes just for the sake of variety effects. So they assumed the premise that Ahn Jae-hyun would be a sports genius?
Therefore, Lao Luo divided into different chapters, allowing Ahn Jae-hyun to try different sports and verify in practice whether he was a sports genius or a sports idiot. The first chapter experiences weightlifting, and the second chapter experiences football.
Learning skills is actually a boring thing, and most domestic variety shows often skip this part to hit the final result. Because the coach uses language and body to teach the process, straightforward and monotonous, coupled with the strong professionalism of sports and sports projects, it is difficult to make new ideas and points of view.
However, Lao Luo's micro-comprehensive, with a single period of about twenty minutes, not only clearly analyzes the entire sports, but also stimulates various character personalities at the same time, maximizing the audience's perception of the characteristics and interest of the movement.
In addition to Ahn Jae-hyun, the core characters in the program will invite 1-3 heavyweight sports players of the national team under the theme of each chapter, who have also been winners of many domestic and foreign sports events, and even national sports stars.
The interaction between the characters became the main point of view, but beyond that, the core of the show's narrative always revolved around Ahn Jae-hyun's success in challenging the sport. Therefore, the personality and relationship of the characters become the first layer of the show.
Although Ahn Jae-hyun was initially involved in sports, he showed a funny effect due to physical limitations and physical limitations. However, it did not neglect sports for the sake of variety effects, but reflected a certain talent and learning ability in the process of continuous training. It is very rare for the audience to see the growth line of the character in the process of hilarity.
And Lao Luo's variety show, the best thing to do is to refine and summarize the information. The content and judging criteria of professionalism in the program are quantified and simplified as much as possible through the lens language; at the same time, professionalism can also be presented non-seriously.
For example, in the demonstration of weightlifting, the main points were simply summarized with one, two or three points. For example, the legs should be framed with the shoulders, the hands and fists should be outward, etc., so that the audience can have a grip when watching. It not only makes the professional points of weightlifting clear at a glance, but also makes the difficulties clearly visible. In contrast, it can also add a layer of Ahn Jae-hyun's laughter.
In addition, before learning football techniques, football star Li Tianxiu first taught a set of walking postures and movements on the field, breaking the stereotype of boring practice.
The most important point is that the program can control the rhythm according to the overall narrative logic, reorganize and remove redundant and lengthy information, and condense the core information to less than 20 minutes. For example, a set of logic for learning football has been constructed, first of all, the kick test before formal practice, and then the rhythm sense training.
In order to avoid the repetitiveness of the picture information, Lao Luo used the classic black field to summarize the results of training, such as the kicking test "something big" and the rhythm training "a mess". While ensuring that the content of the program is concise and clear, it also increases the interesting points of the program.
In the context of the era of UGC content becoming more professional, PGC's professional production ability still reflects a strong advantage. Affected by the mobile Internet, domestic micro-variety shows are also gradually developing, and Lao Luo's variety shows are definitely a treasure book for major programs to learn.