Douyin and iQiyi reached a cooperation, the exploration of both parties around the long video Erchuang and promotion began to be implemented.
htmlOn September 5, Douyin announced the Second Creation Incentive Plan. During the event, the platform creators used the "iQiyi Film and Television Content Selection" film list to create videos, and they included the topic #Douyin Second Creation Incentive Plan to publicly contribute, so they had the opportunity to obtain traffic incentives and cash incentives. Creators had the opportunity to obtain up to 50,000 yuan in cash every week. The announcement of this incentive plan
indicates that after long and short videos enter the collaboration period, a new "win-win era" has arrived, namely, the three win-win for long videos, short videos and creators. The value of
short video Erchuang to long videos has been demonstrated countless times in the past. During the summer season, the two works " Canglan Jue " and " Hidden Dust Smoke " have become popular, the traffic and popularity that Douyin Erchuang continues to bring to it once again proves the significance of the strong alliance and complementation of long and short video platforms. On this basis, if the creator's enthusiasm can be further activated, the collaboration of long and short videos will surely enter a new era.
The Fire of Short Video
When Douyin and iQiyi announced their cooperation in July, the question "How to evaluate this cooperation" appeared on Zhihu , and almost all the answers were applauding. "This is a win-win business behavior", "It is good news for users of long and short videos", "Tik Tok and iQiyi have given a good start to the industry", why the industry and the outside world give high praise, you can see the results of "Canglan Jue" and "Hidden Dust Smoke" during the summer season. Before and after the finale of
, "The Legend of Canglan" exceeded 10,000 in iQiyi, the second highest in iQiyi's history, with a peak popularity of 10,572, the highest value of iQiyi's new drama in 2022. It can be said that "Canglan Jue" can be regarded as one of the top hit dramas in the summer. It proves that the market for high-quality ancient puppet dramas is still huge, and it also once again demonstrates the strong driving force brought by short videos 2 creation to long videos.
Official data released by "Canglan Jue" shows that 29 days after the TV series was broadcast, there were 18 topics with over 100 million views on Douyin, with a cumulative playback volume of 23 billion views. It is not difficult to see the scale and popularity of related second-in-communities on Douyin.
In addition, 31 popular videos with millions of likes were born under the topic, including Oriental Qingcang's high-ignition moment mixed clips, such as Little Orchid and Oriental Qingcang's backlight kiss, as well as the famous scenes of Little Orchid committing suicide, as well as the sweet interactions between characters and actors in and outside the play. These are all high-quality second-in-comers that trigger public sentiment.
How much conversion volume did these two creations bring to "Clan Lan Jue"? There is no specific data, but we can use data from other dimensions as references. During the broadcast of "Canglan Jue", many participating artists increased their fans by millions on the Douyin platform's accounts, Yu Shuxin, increased by 2.34 million, Wang Hedi, increased by 4.83 million, Zhang Linghe, increased by 2.11 million, and Lin Borui, increased by 1.02 million. The transformation of artist fans has reached this level, let alone the transformation of dramas.
Another representative work that has emerged in the summer season is "Insidious Dust Smoke". It is different from "The Legend of the Condor Heroes". The latter is an ancient puppet drama that has always had a stable audience base in the market, while the former is an art film that has always been difficult to find a way out in the film market, and it is a rural theme with a narrow audience, but "Insidious Dust Smoke" has also become popular on Douyin. The top two topics on "Insidious Dust" on Douyin have exceeded 8 billion views, which is already a miracle for art films.
The box office trend of "Invisible Dust Smoke" is also a miracle in the industry. On the first day of its release, the film's box office was only 349,000 yuan, accounting for only 2.3%. However, on September 3, "Invisible Dust Smoke" hit a new high of 14.38 million yuan in a single-day box office, and even defeated popular films such as "The Moon" and "The War of Tomorrow" for many consecutive days to win the single-day box office championship. At present, the box office of the film has exceeded 100 million yuan. With the limited publicity and distribution budget, tap water brought by good reputation has become the key to "Hidden Dust Smoke" becoming popular, and Erchuang is the top priority in tap water.
On Douyin, the commentary video of "Insidious Dust Smoke" released by Lao Bai's Drama has received a total of 1.66 million likes. The copywriting "Life will never be merciful to you because you are already difficult" has attracted countless people to empathize with in the comment section, talking about their own impressions. Most people asked the name of the film in the comment section and asked where to watch it, so Lao Bai's Drama finally put a comment: "The name of the movie "Insidious Dust Smoke" is "Insidious Dust Smoke": "The name of the movie is "Insidious Dust Smoke" is "Insidious Dust Smoke" in the comment section, so that Lao Bai's Drama finally put a comment: "The name of the movie is "Insidious Dust Smoke" 》, the heroine is Hai Qing, and can be watched on all major platforms, and I will not answer one by one. "
After careful observation, you will find that in the second creation of "Hidden Dust Smoke", it is not only the experts in Douyin movies such as Lao Bai's drama and pocket movies, but many experts in the fields of education, life, humanities and music have also joined the second creation team, creating second creations across vertical categories, and it is not an exaggeration to say that the entire Douyin website is making efforts.
"The Legend of the Conglan" and "Invisible Dust" with completely different content forms and styles prove that as long as the content is of good quality, there will be a market, and there will be people producing Erchuang, but they also prove that Erchuang is in reverse driving the emergence of the series, causing a more violent fire for the series. In addition, it is not difficult to see from the ability to empower popular works like "Canglan Jue" and niche works like "Hidden into the Dust and Smoke" that the long videos of short videos, second-creation can serve are much more diverse than the outside world imagined.
The era of three wins kicked off
Now, the implementation of the Douyin Second Creation Incentive Program is equivalent to adding a lot of fire to this prairie fire.
When Douyin and iQiyi reached a cooperation in July, the two parties announced that based on the cooperation, iQiyi will authorize Douyin Group to its content assets to have the right to disseminate information network and sublicensed long video content for short video creation, including many high-quality plays of " Mist Theater ". At the same time, both parties proposed to explore the second creation and promotion of long video content. The second creation incentive plan released by Douyin is undoubtedly the "first bomb" of exploration.
Previously, the outside world generally defined the cooperation between Douyin and iQiyi as a "win-win", but after the release of the Second Creation Incentive Plan, we can introduce a new concept, that is, "three wins", that is, adding the new subject of "creator" in addition to short videos and long videos.
If the initial cooperation declaration between Douyin and iQiyi solved the copyright troubles of the second creators, then the second creator incentive plan is an improvement to the creator's creative ecology, because it brings real traffic and cash support. In terms of traffic incentives, creators have the opportunity to obtain DOU+ coupons worth between 3,000 yuan and 30,000 yuan; in terms of cash support, creators have the opportunity to receive a reward of 50,000 yuan per video, etc., based on comprehensive evaluation of video playback volume, interaction volume, content quality, etc., creators have the opportunity to receive a reward of 50,000 yuan per video.
In the most common creator incentive plans in the past, traffic incentives are standard, so there is no too much interpretation. In the TikTok Second Creation incentive plan, what is really important is real cash incentives. The reason is very simple. Second Creation has long been highly related to "using love to generate electricity". Even if there are many professional content producers, the income ceiling is relatively limited. In this context, the importance of cash incentives is self-evident.
It can be foreseen that this creative incentive plan will surely bring more high-quality creators into the market , and will also promote the birth of more high-quality second-creation content, which is actually reflected at the moment. Just five days after the announcement of the incentive plan for Douyin Erchuang, many Erchuang stood out. For example, the series of videos "Flashing and Shining Stars" released by the film and television expert Buyi, which was listed on the Douyin entertainment list, with the cumulative number of likes from the three series of videos reaching 880,000.
creators have participated widely and benefited from it, and will naturally further feed back to the long-term and short video platforms. On the one hand, the videos participating in the Erchuang incentive activity have added film and television variety show tags corresponding to the content. The tag details page can be jumped to iQiyi to play, which greatly shortens the conversion path of Erchuang's traffic and further improves the conversion efficiency.The public is attracted by the wonderful moments in the short video Erchuang, and their emotions reach a certain peak. At this time, they can be immediately directed to the long video platform, which will naturally maximize the drainage effect of Erchuang.
On the other hand, this incentive plan clearly proposes that "content with high originality is necessary", which sets a quality threshold for related second creations, and will subtly promote the development of Douyin second creations to a more boutique direction, such as more accurate highlight refinement, deeper details, and more narrative style and cultural thinking. Going towards high-quality products is actually an inevitable trend for the development of second-creation after long-term and short videos enter the collaboration period. This trend will continue to promote the prosperity of Douyin's second-creation ecosystem, and will continue to strengthen the driving force brought by short videos to long-development.
In addition, it is worth noting that the film list released by the Second Creation Incentive Program includes many old dramas such as "Wulin Waizhi", " Langya Bang ", " The Best Us ". In other words, long and short video platforms are targeted to promote old dramas and old films. With the help of Second Creation's popularity, the old films are constantly returning to the public's vision, helping long videos further open up the long tail effect of .
It is not difficult to imagine that this second-innovation incentive plan is just the beginning. We still don’t know where the exploration of long-term and short video platforms will be extended, but it is certain that the "three-win-win era" has begun and will surely lead long-term and short video platforms to a new distance.
