A new way to go against routines? Drama experts become popular again with short plays, and they are flooded with advertisements

Drama master "Seven Orangutans" achieved a double harvest of fans and advertising revenue with the anti-domineering short play "Reborn as a Nanny in the Domineering Short Play". This article deeply analyzes the content innovation strategies and monetization methods behind his success, and provides short video creators with new ideas for traffic growth and commercial realization.

With the words "I'm really impressed by you guys, a bunch of crazy men and women", "Wang Ma" became the new top star in the short video industry.

Who is Wang Ma? She is one of the NPCs created by the drama master "Seven Orangutans" in the series of short plays "Reborn as a Nanny in a Domineering Boss Short Play". She is a nanny character who is forced to be involved in the romantic plot of the domineering boss short play, dares to face the "difficult husband and wife", and accurately complains, which wins the empathy of the workers. After becoming popular because of "Wang Ma", "Seven Orangutans" gained nearly 7 million fans in 2 months, and received a lot of advertisements, becoming a representative short video expert who reaped the dividends of the short play trend.

So, why is it that netizens can’t stop watching “Mother Wang”, and what is worth paying attention to and discussing?

1. "Wang Ma", who opposed the tyranny of the boss, became popular

In every domineering boss skit, the domineering boss always has this basic team configuration: a housekeeper, a nanny and a doctor are indispensable. These supporting roles that were originally ignored and did not even have a complete name have transformed into the protagonists in the satirical skit.

On March 5, the first episode of "Reborn as a Nanny in a Domineering President Short Play" was released, and the plot in it hit the hearts of many netizens who wanted to complain about domineering president novels. Those brainless plots that were persecuted by the authors in online novels, this time, Wang Ma acted as the "Internet mouthpiece".

In this series, Wang Ma always appears as a part of the love between the domineering president and his white moonlight, and as the "unlucky nanny" who handles all the messes - when the young lady kneels in the rain, Wang Ma has to hold an umbrella for her in the rain; when the domineering president gets drunk in the middle of the night, Wang Ma has to get up and cook sobering soup as soon as she falls asleep; when the white moonlight is waiting for the domineering president to come home, Wang Ma has to reheat the food repeatedly... But if she is just a worker who works hard and obeys her orders, she will not be able to satisfy the emotional values ​​of contemporary netizens.

After repeatedly heating up the dishes, Wang Ma would bite into the fish and say, "I'll give you pre-prepared dishes next time"; when Wang Ma was busy mopping the floor, and everyone rushed into the ward to visit the domineering president, she angrily put the mop in the villain's face and said, "You don't want me to mop the floor, right?"

When the outrageous romance drama begins to go crazy, Wang Ma, who is forced to get involved in the incident, will make accurate comments. The appearance of these plots not only satisfies the netizens' desire to complain about the outrageous plots in online novels, but also allows netizens to resonate with themselves at work. The absurd plot is supplemented by real life. "Wang Ma" does for everyone the things that netizens want to do but cannot do.

Therefore, in the short drama craze, Wang Ma became popular due to the satirical plot of the anti-dominant boss novel routine, the character setting that resonates with the workers, and the emotional catharsis of contemporary young netizens. No one cares about the three changes of the domineering boss, but Wang Ma is always remembered by netizens. "This family will fall apart without Wang Ma", "The domineering boss is not important, I just want to see Wang Ma"... Such remarks can be seen everywhere in the comment section of the series of short dramas "Reborn: I am a nanny in the domineering boss short drama".

So far, 14 episodes of the series "Reborn as a Nanny in a Domineering President's Short Drama" have been released. On Douyin, each episode has received over a million likes, with the highest number of likes for a single episode being 2.715 million and the lowest being 1.518 million, with an average of 1.633 million likes. This also made the actor who plays Wang Ma, Qi Ke Xing, become popular again.

2. Drama experts become popular again through short plays

Before the role of "Wang Ma" became popular, Qi Ke Xing was a funny short video expert who mainly filmed the living conditions and behaviors of college students in university dormitories that had been dramatically processed. Her humorous videos, which combined with real-life hot topics, have earned her a lot of fans.

By the end of 2023, she had become a blogger with tens of millions of followers, but the bottleneck of increasing followers also came. In terms of content, the relatively fixed funny plots and cross-dressing videos set by college students were also difficult to innovate continuously.

At the same time, short dramas became popular. Seven Orangutans noticed and began to transform their video content, successfully riding the wave of short dramas. After the short drama series "Reborn as a Nanny in a Domineering President Short Drama" was broadcast, according to Xinbang data, Seven Orangutans' Douyin account gained 1.26 million followers in March, Kuaishou account gained 960,000 followers, Xiaohongshu gained 420,000 followers, and Bilibili gained 260,000 followers, with a total of nearly 3 million followers on the entire network. In the past 30 days, Douyin gained another 2.05 million followers, and Kuaishou gained 1.62 million followers.

In other words, with the help of the short drama, Seven Monkeys gained nearly 7 million fans across the entire network in two months. Today, Seven Monkeys has a total of over 30 million fans across all online platforms. In addition to gaining fans, Seven Monkeys has also won the favor of many brands. Starting from the eighth episode of the series of short dramas, in addition to the collaboration with experts in the ninth episode, each video has inserted promotional videos of major brands in the plot.

According to statistics from Xinbochang, Qigexiong received 14 advertisements on Douyin in the past two months. According to the data from Juliangxingtu, Qigexiong’s video advertisement quotation of more than 60 seconds is 400,000, so the advertising revenue in the past two months has reached 5.6 million. There are many drama masters like Qigexiong who have taken the short drama express train, such as Pai Xiaoxuan and Liu Yueer.

The series of short dramas "My 10 Billion Dollar Engagement with Mr. Gu" shot by Pai Xiaoxuan after he transformed from a plot expert to a short drama content creator mainly tells how normal people would deal with some illogical plots when they traveled into the short drama. The first episode received 1.489 million likes and currently has 380 million views on Douyin. Although the series of short dramas is very popular and the audience is also asking for more, Pai Xiaoxuan still chose to take the initiative to end the series of short dramas and start the next series of short dramas "Quickly Traveling Through Time: I Was a Vicious Female Supporting Role in Ancient Times", and added the "system" setting that is very popular in online literature today. The addition of the "system" task flow gives the audience more novel experiences.

Pai Xiaoxuan's series of short dramas "My 10 Billion Dollar Engagement with Mr. Gu" has a total of eight episodes, seven of which have business cooperation with major brands. Obviously, short dramas have enabled drama short video masters to achieve a double harvest of traffic and advertising, and also allowed them to find a "second spring".

3. Content innovation is still a challenge

In the short video industry, plot content has always been a favorite for traffic, but it is more likely to face problems such as content homogeneity and difficulty in monetization than vertical categories such as beauty and food. Therefore, for a long time, many plot short video influencers inevitably faced a situation where they could only be popular for a short period of time. The emergence of short dramas has brought new breakthrough possibilities for plot short video influencers.

Some short video clips with plots have directly transformed into short dramas, and many of them are brand-customized dramas, which solves the problem of monetization; there are also those like Qi Ke Xing Xing and Pai Xiao Xuan, which use "anti-routine routines" to innovate content, which makes the audience's eyes shine, thus breaking through the bottleneck of increasing fans, finding new content creation tracks, and gaining the favor of brands.

However, the emergence of short dramas has only given drama masters a new opportunity. The popularity of anti-dominant CEO routine dramas is always high, but a single type of homogeneous drama will also lead to aesthetic fatigue over time, and anti-routine will only become a new routine. Today, Qigexiong is trying to co-create with other short video masters and short drama actors to bring new highlights to the video content, but the actual effect of the cooperation does not seem to be smooth.

In the ninth episode of the skit, Sun Yue, a professional domineering boss, and Qi Ke Xing were co-created, and Fang Yuan, Xiang Cai and other experts also appeared in the show. Sun Yue and Fang Yuan played another domineering couple, and Qi Ke Xing was still the nanny. However, netizens had mixed reviews on this episode. Some netizens thought that the appearance of the skit actors made the video look more like a high-level skit, while others thought that the skit actors were too formal and lost the funny atmosphere of the content.

After going viral, drama experts are also actively exploring new tracks that can be combined with short dramas, temporarily extending their lives by adding new settings, so as to have more opportunities for trial and error, but whether they can succeed or not is still unknown...

Author: Changmei; Source public account: Xinbochang (ID: 1093973)