A "Princess Promotion" turned out to be a "Princess Promotion", with a costume crossing and a funny plot, it won 2.8 billion online hits and harvested nearly 1.86 billion Weibo topic readings, which can be called a dark horse in ratings. No one thought that the expensive "Mi Yue Biography" did not become popular, but instead a weeping and poor web drama became a ratings hit. The popularity of the Princess Princess has become a landmark victory in the rise of web dramas, which means that the shoddy homemade drama is finally on the right track and has won the recognition of the audience with its ingenious way.
Web dramas that jumped from shoddy construction to a new level soon faced another problem: they were stopped for rectification because the themes involved bloody violence, pornography and vulgarity, and feudal superstitions. Just a few days ago, six popular online dramas, including "The Promotion of the Princess Princess", were announced by the General Administration offline, two of which were permanently suspended, and the rest were ordered to be deleted and retried. The reason is nothing more than to pursue the market and ratings, and to take risks at all costs.
For video websites, self-made dramas are the strategic highlands for each family to compete. These self-made dramas not only allow video websites to stand on their own portals, but also absorb powder diversion, expand business models, and may even achieve and satellite TV to feed back content. The big guys of video websites are very clear in their hearts: if they do not develop their own content (mainly self-made dramas), it is difficult to support their position in the industry.
Since the strategic position of web dramas is so important, is there no better way? If a video website wants to survive, it must grab more commercial value from the web drama. Large-scale, eye-catching pictures and plots often only bring short-term benefits, and may also face the risk of being rectified. In this way, only by starting from the two places of content innovation and original IP cultivation can it be a long-term gameplay.
New trends in web dramas: more original content and richer commercial gameplay
In the existing online drama business monetization model, advertising implantation and membership paid viewing are the most common. With the diversification of the theme of online dramas, the producers soon found that the web drama itself may also be an IP resource, such as "Pancake Man" and "Di Si Men", which are successfully incubated film and television IP through web dramas. On the other hand, the short and concise nature of web dramas means that the content is highly malleable and can even be tailored to corporate brands. It has both film and television viewing value and commercial investment, which can maximize the multiple benefits of online drama growth and commercial realization.
In the past two years, Jumei Youpin has filmed a similar web drama, starring Zhao Yihuan, "Female Public Enemy", which tells the story of a person who worked hard in the workplace and eventually transformed into a butterfly. The overall plot style and the concept of the Jumei brand are very well combined, and it is said that Jumei is a long advertisement in the private field, and there is an "advertisement" with a plot that is not objectionable. Recent examples include "The Promotion of the Princess Princess", about two of the 35 episodes of the plot are selling cheers to LeTV, and two episodes are singing carols to sponsor Ginger, which is a little more straightforward than the patch advertisement, but it is still not smart.
More innovative is the recent iQiyi launch of a web drama "Laughing Water Margin", which is a funny comedy that closely follows the hot topics in the theme and is new in history. The show exceeded 70 million hits less than two weeks after its launch, and in the absence of large-scale marketing promotion, such clicks and plays have been surprising. The most powerful part of the whole plot is that it vividly tells the story of a Water Margin 108's soul crossing to the current entrepreneurship, and also cleverly does brand implantation - we+ co-working, which integrates the development concept of co-working space into the script creation, so that these entrepreneurs are in the entrepreneurial space, what is more natural than this?
From the perspective of the audience plot, this is a funny comedy that closely combines the current entrepreneurial hotspots and new interpretations of allusions; from the producer's point of view, this is an original work with market and IP value; from the perspective of the corporate brand side, this is a complete brand marketing commentary drama. Through the second creation of the script, the brands, stories, and hot spots that match the tone are put together to create an audiovisual feast with full color and fragrance.
Low input, high output: The story behind the scenes of "Laughing water margin" and we+ co-working
The film and television industry has never lacked local tycoons who spend thousands of dollars to buy and buy, but if you can spend a small amount of money to do big things, four or two thousand pounds are considered masters. Most of the cost of shooting hundreds of millions of TV series is mainly spent on celebrity remuneration and costume props, while online dramas have no worries in this regard, because there is simply not so much budget, how to be willful. Therefore, any director who can make a good web drama must be a good director who is diligent and family-oriented, and any brand that is good at investing in web dramas must be the most cost-effective enterprise.
Take, for example, this "Laughing Water Margin" is produced by Beijing Sicily Culture Media Co., Ltd. As the first batch of users to enter the we+ co-working space, after receiving the first investment of 2 million yuan from we+, they quickly launched the creation of the "Water Margin" remake. It is also with the appeal of the highly famous IP of Water Margin in front, the creative adaptation of "Laughing Water Margin" will attract a lot of attention. A story about the team led by Song Jiang to help entrepreneurs start a business, not only mixed with the appeal of the classic IP, but also cleverly used the story scene and the main line of entrepreneurship to enrich the brand concept of we+ co-working, and every penny is spent on the blade of the immediacy.
Compared with those patch ads or hard and wide implants of the old-fashioned marketing method, the silent and reasonable embedding of moisturizers is a more advanced choice. Audiences will invest in the plot, but it is difficult to become interested in those direct opening ads or hard broadcasts in the play. A "female enemy" has sold out how many hippo noodle mud, simply because the mask appears as a case in the play. For people with entrepreneurial needs, a warm, professional and diversified entrepreneurial environment is a timely rain like Song Jiang.
The rise of web dramas has become a fact The business model is becoming more and more mature
According to industry statistics, the number of online dramas in 2014 exceeded the sum of the past 7 years. In 2015, it once again set a new record, surpassing the total number of online dramas in 2014 in only 8 months. With the technological innovation and the cultivation of mobile user habits, web dramas have received a lot of attention and financial investment. Undoubtedly, these data are pointing to the fact that the rise of web dramas is no longer yesterday's Amun, and it should be impressive.
The rise of online dramas has allowed video sites to get more profit models: from simple dependence on advertising, it has gradually evolved to advertising + membership payment. On the basis of payment, multiple monetization models such as advertising implantation, resale satellite TV and e-commerce purchase are reproduced from high-quality online drama content. Excellent web dramas can also cooperate with the development of some peripheral derivatives (games, dramas), and may even make movies and cultivate big IPs. Whether it is the original, or the producer and brand owners, who can take the express train of the development of the Internet drama, who can borrow the wind to overtake the curve.
Today's web drama seems to have some "countryside surrounded by the city" flavor, grassroots origin, but also eaten coarse grain rice, born in the most eyeless and grassroots Internet. Without the artistic background of the film, nor the roots of the TV series, it is just crawling all the way. From the initial green and rough, to the maturity after the experience, and then to the current unique, its growth and development of the soil comes from the traditional film and television discourse decentralization, everyone may be the protagonist in life, just as Dapeng's dick silk also has spring.
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