Micro variety shows the world
2022-07-13
In the media environment with increasingly fierce competition in the variety show market, micro variety broke through the circle with its relaxed, lightweight, simplified and life-oriented creative style and its creative characteristics of fast production cycle, accurate wind direction and high topic freshness, and became a new force in the variety market. Micro variety refers to audio-visual variety programs with small volume, small investment and small production. In the context of a large number of variety topics being produced homogeneously and broadcast in clusters, the emergence of micro variety strives to seek innovation and change, and get rid of the creative stereotype. In a sense, micro variety is the water tester of the variety market and the result of the iterative upgrading of the variety market. Moreover, the rise of short video platforms has made vertical, fragmented, superficial and short format audio-visual products the focus of users' consumption and formed viewing habits, which has also promoted the prosperity of micro variety. At present, wechat entertainment can be roughly divided into three categories, mostly distributed on network platforms and short video platforms. First, the original micro variety. Enabled by big data technology, users form circles according to their behavior logs and viewing habits, and their aesthetic preferences are different. Fitness, food and tourism programs have relatively fixed and sustainable target groups. Therefore, subdividing the variety market and making vertical production has become the mainstream of micro variety creation. For example, the "national style games" kicked off with national style broadcast gymnastics, and introduced ancient Chinese sports such as Cuju, swing, diabolo, and archery to the audience in the form of knowledge popularization and competitive games. In just a few minutes, it is quite innovative to let the audience know the competitive rules and essentials of ancient sports. Second, derivative micro variety. Derivative programs created around the incubation of well-known variety IP are important means for variety IP to enrich program content, meet user demands, and maximize commercial interests. Some derivative micro variety shows use the program materials and gags that have been shot for secondary editing, and push and broadcast them with the gimmicks of "Jiageng", "extra fan articles" or fan welfare. Another derivative micro variety uses the number of fans and attention of well-known IP to create new programs with high relevance to the original program form on the basis of the original IP. For example, the derivative micro variety "definition" built around "sister riding the wind and waves" discusses the attitudes of actors and guests towards life, work and emotion in the way of in-depth interviews + reality shows, trying to let the audience see the original intentions of actors behind the noisy and gorgeous stage. Third, customize micro variety. The customized micro variety, jointly created by video platforms, brands and well-known actors, is a typical way for creators to revitalize media resources and implement the concept of vertical and layered creation, such as "here is my new business card". These customized programs may not be popular, but they can resonate in certain circles. At present, micro variety is still in the early stage of development, and it is inevitable that there will be uneven creative quality. Some original micro variety shows blindly pursue eye-catching benefits, resulting in low style, empty content, lack of aesthetic value, and treat vulgarity as popularity. Some derivative micro variety shows pay too much attention to the pictures of star artists' behavioral gaffes, performance errors and emotional loss, and take the appreciation of ugliness as aesthetics. Some customized micro variety shows only have advertising attributes, lack artistic attributes, and take goods as variety shows. Micro variety is in the ascendant, and there is still much room for development. Therefore, the industry should continue to make efforts to contribute to the sustainable development of this art category. First, we should build a full coverage content industry pattern of large variety show + micro variety show + short video with the help of well-known IP. For example, welcome to the mushroom house, created around the variety show "yearning for life", has become a derivative variety with win-win reputation and broadcast volume without publicity, which has brought enlightenment to the innovative development of micro variety. The second is to explore the commercial operation mode of industrialized and integrated platform + e-commerce + brand. Due to its small size and small investment, micro variety can effectively reduce investment risks, and the market fault tolerance rate is relatively high. It is more suitable for creating customized variety content with advertising attributes for specific e-commerce and brands, so as to inject vitality into the development of variety shows with more inspired creativity, more flexible production methods and more flexible cash realization methods. Third, we should rely on the Internet platform and short video platform to explore the long-term mechanism for the innovative development of micro variety. Micro variety should be deeply bound to Internet platforms and short video platforms, and take the aesthetic demands and viewing habits of target users of each platform as an important reference for creating micro variety. At the same time, we should pay attention to ideological guidance and artistic guidance, excavate creative themes that pay more attention to people's lives and answer the propositions of the times, and make small and beautiful, small and refined, and small and practical become the main theme of the innovative development of micro variety. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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