cover news reporter Li Yuxin
The explosive growth of micro-short drama creation, industry changes led by AIGC, and emerging technologies empowering the audio-visual industry... At the annual online audio-visual event, what are the leaders and industry representatives in the audio-visual field? What to focus on? Listen carefully, and among the high-frequency words that appear, there are nothing more than "micro-drama", "artificial intelligence", "international communication", "technical empowerment" and so on.
From March 28th to 29th, the 11th China Internet Audiovisual Conference was held in Chengdu. During this period, one "brainstorm" after another was staged in Chengdu in mid-spring. As an important part of the conference, the "Seeing Inspiration in China" Urban International Communication and Overseas Celebrities Forum was also successfully held during the period. The person in charge of the leading overseas platform in the online audio-visual industry, experts and scholars in the field of international communication, etc. appeared to discuss the integration of cities and individuals. The national strategic communication system is an innovative way to fulfill the main responsibility of international communication.
City International Communication and Overseas Celebrities Forum Site
"Short videos carry a wide range of content and are flexible and diverse. They can effectively eliminate language and regional barriers, are more suitable for storytelling and cultural creativity, and have irreplaceable advantages in improving the effectiveness of international communication. "In the forum, Liu Zhen, Vice President of Beijing Kuaishou Technology Co., Ltd., gave a keynote speech focusing on the topic "City as a 'Chinese-style Modernization'." In an interview with a cover news reporter, Liu Zhen even talked about hot topics such as how traditional culture can "break out" overseas with the help of short videos, as well as the international communication path of micro-short dramas.
Liu Zhen, Vice President of Beijing Kuaishou Technology Co., Ltd.
Focusing on the international spread of urban culture
"Sichuan has an innate Internet celebrity gene"
How much time do you spend watching short videos in a day? According to the "China Online Audiovisual Development Research Report (2024)" released by the conference, short video applications have the highest user stickiness, with an average daily usage time of 151 minutes per person. Looking around the world, short videos are becoming an important way for people to relax, entertain, live and socialize. Because of this, short videos “going overseas” also provide a new way to tell Chinese stories.
"Chinese traditional culture has great advantages in going overseas with the help of short videos." Liu Zhen said that short videos have the advantages of being more intuitive, more vivid, fast in dissemination, and wide in coverage. In the past few years, Kuaishou has also made some attempts in this regard. "For example, the Hanfu Chinese-style weddings and Chinese street photography we promoted overseas have been very enthusiastically sought after." In addition, Liu Zhen also talked about the programs jointly launched overseas to promote Chinese traditional festivals. "It has also received a high viewing rate overseas."
It is not difficult to see that themes such as culture, food, and daily life have become the main content of short videos for external communication. In Liu Zhen’s eyes, Sichuan, which has given birth to many cultural labels such as the giant panda, Sanxingdui, Jinsha, and the ancient Shu Road, also has a natural advantage in international communication.
"Sichuan's innate Internet celebrity genes have laid a solid foundation for the creation and development of the Internet celebrity economy." Liu Zhen said that Sichuan is a place with many Internet celebrity elements, and its history, culture, geographical features, and humanistic environment , as well as traditional artistic memory, which are very popular abroad. "Sichuan's rich and diverse cultural characteristics can be said to have opened up a new perspective and a new field for foreigners to look at China. It is fresh and curious, but also full of history and weight."
In the words, Liu Zhen also revealed that in 2024 , Kuaishou will join forces with Sichuan to explore international communication and launch the first stop of the "Foreign Internet Celebrities China Tour" in Sichuan. At that time, foreign Internet celebrities will be led to take pictures of giant pandas, see Sanxingdui, walk the ancient Shu Road, and experience the real local culture of Sichuan. “With the influence of their overseas platforms and our overseas products, we will expand the overseas dissemination and promotion of Sichuan culture and geographical features."
Where will the micro-short dramas that have made Brazilian audiences "take advantage" of
's strong "going global" go?
One episode lasts for a few minutes, hundreds of episodes, with a reversal in 15 seconds and a advancement in 30 seconds... In recent years, micro-short dramas have Relying on the "ups and downs" of the plot, it has entered the public eye in a rapid and prosperous manner, showing explosive growth. Today, micro-short dramas have not only achieved traffic monetization, but also gained great popularity. According to the "China Internet Audiovisual Development Research Report". "2024)" shows that the number of key online micro-short dramas has doubled, and the user stickiness of micro-short dramas has grown rapidly. 40% of users often watch and 30% of users have paid.
"Micro-short dramas have indeed developed very rapidly in the past few years. According to Our latest statistics show that 270 million people now watch short dramas on Kuaishou every day. "The popularity of micro-short plays has provided a new stage for the development of the audio-visual industry, and the outstanding performance of micro-short plays overseas has also attracted more attention from more platforms.
"We combined the popularity of micro-short plays in China The popularity is so great that micro-short drama products have also been launched overseas. Liu Zhen said, for example, in Brazil, Kuaishou moved some scripts of domestic micro-short plays to the local area and found local actors to adapt them locally, which has been very popular. At the same time, Liu Zhen also said that in Some common and basic routines of domestic micro-short dramas, such as quick reversals, are also very popular abroad. “It can be seen that domestic and foreign audiences have many aspects in common. "
So, how can micro-short dramas retain overseas users for a longer period of time? How can overseas audiences have a greater sense of identity and involvement? How can they develop profit models other than paid playback and advertising revenue? These are all powerful micro-short dramas "going overseas" Liu Zhen also said that Kuaishou is constantly expanding the commercialization model of overseas communication of micro-short dramas, such as adding some advertising
"At the same time, we are also working with local companies. Institutions and commercial units are discussing how to further expand the scope of use of micro-short dramas and better use the form of micro-short dramas to promote products, concepts and culture. "
picture according to the organizer
