Wen 丨 Rhino Entertainment, Author 丨 Fangzheng, Editor 丨 Xia Tian
For a long time, "difficult to get out of the circle" is a dark cloud hanging over the micro-variety industry, due to the size, broadcast platform, audience of many conditions, micro-variety shows can rarely produce phenomenon-level works.
Recently, there have been two micro-comprehensives that have brought surprises. Just concluded the "Only One Day to Love" Douban score of 7.3, the total number of Weibo reads exceeded 500 million, won the #杨笠 life does not want to waste on people and things that do not like #, #Yang Kasa said that it is more difficult to fall in love than talk show # and many other Weibo hot searches, this "blind date" was written by Yang Kasa into the "Talk Show Conference" paragraph.
The "Promising Girl" broadcast by Yang Tianzhen summoned 27 plus-size girls to challenge the mainstream "white and thin" aesthetic, and just after the broadcast, the topic of #Yang Tianzhen saying that I have no boyfriend is not because of fat# on top of the hot search, which triggered a hot discussion on social networks about body anxiety and multiple aesthetics.
Hot searches on micro-variety shows are rare, but the above programs are all taught out of one, and the new category track "Small Fresh Roundup" belonging to Tencent Video is subordinate to Tencent Video. The series is positioned at a short variety show of about 15 minutes, and it is more than a week after the noon "next meal stall". "Only one day to love" focuses on love, "Promising Girl" aims at women, coupled with the earlier "Guide to the World", which focuses on professional experience, under the promotion of the new official blog "Xiaoxian Variety Research Center", the Xiaoxian Variety brand has begun to be known by more people.
In fact, whether it is a small fresh variety show or a short variety show, in fact, it has not jumped out of the category of what the industry usually calls "micro variety show", which is also the land that major platforms have competed for in recent years. By 2021, micro-comprehensive, a content product that has been hyped for many years, is it supported in the end? What are the "strengths" of short variety shows? What is the difference between the idea of long and short video platforms to do micro synthesis?
In the pre-short video era, the derivative variety shows of the old national variety shows such as "Running Man Is Coming" and "Singer More Points to Watch" already have the prototype of today's micro-variety shows, but the industry has not formed a unified concept of cognition.
18 years is the first year when the concept of "micro-variety shows" has been deeply rooted in the hearts of the people. This year. Short video platform explosion, everyone picked up the mobile phone to record the rise of daily vlog, short video from pure entertainment pleasure satisfaction to record diversified social life advanced, variety production team and various video platforms coincided with the "new outlet", have explored the short video carrier of the variety show expression.
At that time, the micro-variety show, one type of article around the star IP, Youku's "Hello, is Lu Han", Tencent Video's "Lou Yixiao Encountered the Musical" has a great taste of "private customization" for fans; the other type is in the form of records, interviews, etc., or explores the humanistic history such as watermelon video", "Dan Xing Line" and "Couple Line", or focuses on social topics such as "Can I Go Home with You" of B Station, "A Family Letter" of Cool Burning Video, etc.
However, since then, the industry has always had doubts about micro-variety shows. The core point is that the long variety show has both the attributes of story line, character relationship, drama conflict, etc., and the narrative logic is complete and full. However, under the time limit, micro-variety shows that are forced to focus on daily records and interviews look like short videos and vlogs under the banner of variety shows.
However, some of these platforms invest high production costs and try to express themselves in a long variety show with limited duration and volume, and "I Am a Chef in the Palace", which is interpreted by the all-star lineup, is one of the leaders. However, such programs are often highly invested and low-heated, and programs that are difficult to get out of the circle make it very difficult to attract investment.
First, the concept of micro-variety shows is vague, and the boundaries with short videos and vlogs are difficult to draw, and the second is that it is difficult for large-scale micro-variety shows to be out of the circle and are not pleased, which has led to the fact that the track of micro-variety shows has not been able to run through a stable profit model.
At the current node of 2021, looking at the micro-variety show, Rhino Jun is obviously aware of the slowdown of the platform to increase the size of the track, the number of programs has been greatly reduced compared with the previous two years, and the content forms that have been advertised as micro-variety shows in the past (such as star live broadcasting) rarely use the "micro-variety show" label. Under such a market situation, the industry value of Tencent Video's "Small Fresh Roundup" track has indeed been highlighted.
First of all, the programs "Guide to the World", "Only One Day to Love", and "Promising Me" are close to high-quality long variety shows in terms of production precision and film texture, which will not let the audience have the impression of "watching variety shows such as watching short videos and vlogs" in the past, but actually enjoy a high-quality cultural and entertainment content.
Secondly, the three programs all show the characteristics of "light form and depth of content". Because it focuses on the issue of social pluralism, it can allow the audience to be entertained and have a sense of gain when watching the film, laughing and thinking at the same time.
Finally, these programs anchor the spiritual needs of the current urban youth, stab the common emotional pain points of young people, and find an incision that resonates with the public. For example, "Only One Day to Love" confronts marital anxiety and gender dilemma, and "Promising Me" provides alternative thinking about body anxiety, all of which bring some inspiration to the audience to deal with similar daily problems.
Generally speaking, the industry will believe that the rise of micro-variety shows is related to the public's habit of fragmented content consumption in the short video era, so it seems more logical to be led by short video platforms to produce micro-variety shows.
However, the popularity performance of tencent video's "small fresh roundup" programs seems to have sent a new signal to the market, and long video platforms may not have no advantages in producing short-duration long-term content.
First, the long video platform has cooperated with many domestic variety show production teams all year round, and the cooperation between the two parties has a higher degree of tacit understanding and richer production experience. Because of the inheritance of the long variety show production gene, the long video platform can ensure that the micro variety show project follows the "variety show thinking" to promote, rather than short video shooting thinking.
Rhino Jun checked the information and found that the production of the three programs of Xiaoxian Zong was jointly produced by Penguin Film and Television, Tencent's own Tianxiang Studio and a well-known domestic variety show team: "Guide to the World" was produced by Atomic Entertainment, which had created the "Running Man Series"; the co-producer of "Only One Day to Love" appeared in Guoshi Media, a documentary head production company that led the planning of "Couple's Walk", "Who Am I", and "Strange Story Pilot Film"; the production list of "Promising Me" saw the "Four Tigers of the Late World" bkw. And it is jointly produced by Yang Tianzhen's current Yizhihua.
Second, because of the strict adherence to the production idea of high-quality long variety shows, the creators will control the content with high standards from the selection of topics, to shooting, to the post-production, and the audience can feel the director's thinking and pd expression behind the program. The reason why these programs know how to grasp the emotional pain points of the current variety show audience is often because they condense the deep thinking of the creator in it, which is the "work" of the creator.
Third, the long video platform can gather the best quality artist resources of the platform to dock with the micro-variety show, and the head artist's blessing on the spread of the micro-variety show is obvious. The reason why "Only One Day to Love" and "Promising Me" can get the heat of the circle, the program side invited the artists Yang Kasa and Yang Tian, who have long cooperated with Tencent Variety, to be a great boost.
Xiaoxian Variety is strong, but this does not mean the decline of short video platforms to do micro variety shows. In fact, the main audience of micro-variety shows is still accustomed to the presentation of short videos, and short video platforms are still the main entrance to watching micro-variety shows.
On the one hand, because a large number of celebrities have settled in the short video platform to publish daily content and interact with fans for a long time, the resulting star micro-variety shows are more emotionally accompanied, and the two-way interaction between the program and fans is stronger, and emotional companionship and strong interaction can be described as the core value of micro-variety shows. Zhang Yadong's doulive music store, Lin Junjie's "Coffee Tuning", and Andy Lau's 40th birthday live broadcast are all classic cases.
On the other hand, talent creators are also the unique advantages of short video platforms. First, the massive creative content of the platform is an important source of inspiration for the selection of micro-variety shows, and second, the short video micro-variety shows can link the platform star resources with the talents resources to create more diversified and innovative content for guests.
Tencent Video's small fresh variety shows the infinite possibilities of long videos to do high-quality micro-comprehensive, but relying on traffic advantages and the proximity of content forms, short video platforms are currently more handy to create micro-variety IP. From this point of view, the "long and short dispute" in the micro-comprehensive circle will become more and more fierce in the future.
Multiple professional experiences, one-day love simulations, plus-size girls rushing forward, the reason why These small fresh roundups of Tencent Video make us shine is essentially related to the fact that it has found a topic that satisfies the audience's freshness.
In the past, the micro-variety situation was set up singlely, and it was often difficult for stars to open in front of the camera. The "Guide to the World" moves the scene to various professional places, allowing Zhang Yanqi and China boy to experience the work of various positions, and this creative situation immediately stimulates the talent of the two people's variety shows, so that the watchability and interest of the content are greatly increased.
This reminds us that micro-variety shows actually have a broader imagination space in terms of theme selection. In this regard, Luo Yingxi, the "god of Han Zong PD", is a forerunner, and his personal exclusive micro-synthesis created around the star guests of "New Journey to the West" is actually worth learning in China.
In Luo Pd's micro-variety universe, the most daily but interesting small things such as drinking, bargaining, and boiling instant noodles can be expressed in variety shows, and he has made him into three programs: "When is the shoulder dance going to dance", "Negotiation King" and "Cooked Noodle Man".
The guest selected in "When is the Shoulder Dance Going to Dance" is Cao Guixian, who loves to drink, which proves that if a person loves drinking enough, he can also make the audience who does not like to drink be infected; in "Negotiation King", the star wants to be a bridge between consumers and brand merchants, helping consumers bargain and complain; "Cooked Noodle Man" invites Jiang Hudong, who loves ramen the most, to lead the audience to taste the map of delicious ramen restaurants in Korea.
From the above variety shows, we can get inspiration, star micro variety shows can dig out the most iconic daily hobbies of stars, as a carrier to fully show the personal charm of stars, as a variety show pd it is necessary to communicate with stars in depth to do the topic, in this regard, the domestic micro variety show producers have not done enough.
The idea of high-quality production of small fresh variety shows may be a major key to breaking the situation of domestic micro variety shows. However, on this basis, the entertainment and interaction with the audience of today's micro-variety shows are not enough, so that they have not given full play to the track advantages of micro-variety shows that are closer to the audience. Luo pd's micro-variety show has used the advantages of the platform to carry out interaction with the audience on social media "sendIng Yin Zhiyuan and Li Shougen to the moon with more than one million fan subscriptions", which has spawned many jokes, and domestic micro-variety shows may also learn from this interactive play.
In summary, in addition to grasping social emotions in the selection of topics, how to find the exclusive content advantages of micro-variety shows compared to long variety shows, find the multi-dimensional and multi-theme of daily life to show the most vivid, cute and unique temperament of stars, or the key to determining whether a micro-variety show can really break the circle.
The imagination space of micro-variety shows is far from being tapped.