MindMap Gallery Short video director and short video algorithm
The impact of the basic algorithm of the short video platform on short video directors. Learn to do things, grasp the rhythm, and determine the character. A comprehensive introduction from the scene, story, character, and action as a whole has benefited a lot.
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Avatar 3 centers on the Sully family, showcasing the internal rift caused by the sacrifice of their eldest son, and their alliance with other tribes on Pandora against the external conflict of the Ashbringers, who adhere to the philosophy of fire and are allied with humans. It explores the grand themes of family, faith, and survival.
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Things short video directors must know
success
Algorithmic values
Full marks for positive energy
human touch
Introduce happiness and upliftment into life
"Good looks" is actually "high-quality outlook"
Values are not the "central idea" but the "bible" of content and execution. Beauty is not beauty, but the inner "belief"
values
Values = rules and regulations
Values>Algorithms
Algorithm¹Data
The purer the values, the more attention they receive
Core of Values: Show Kindness to the World
Algorithms serve value
short video
Evaluation of short video value levels: individual, family, country, and world
Short video elements
High spread
Fragmentation
Low threshold
Produce market standards, practitioners’ professionalism, push back (reverse push)
Necessary factors for a hit
Stable output of hot hits = high-quality content broadcast on the platform
Example: Buqi Dance Company
The first video is a dancing clip
The second video adds memes and story elements (video)
algorithm director
Big data on the work of directors with popular content
How to, under the guidance of the values advocated by the platform, gain insight into the material in the streaming state, capture the hot spots, and give the scene emotional empowerment
Use narrative techniques to make the story fascinating and plan the characters so that Internet celebrities are not just a flash in the pan.
Optimize output at the rhythm of the broadcast stream
Finally, install an engine for the action so that the inside and outside of the screen can interact to amplify the communication effect.
awaken, resonate
Positive energy and high arousal
Positive energy low arousal
Negative energy high arousal
Negative energy and low arousal
Insight
Insight = observation discovery
resonate
Young people express their demands
Young people’s recognition
Hot style
Hot ¹ spread of value ¹ is noticed
Popular: Calm thinking = Possibility of hot hits
The common key for popular items
Discover the audience’s subconscious and stimulate potential needs
The hot gene
Look beyond the surface
Cutting into the source of events from multiple points
Hot models must satisfy users’ subconscious choices.
demand exists
potential demand
city culture
Find the places in the audience’s subconscious that match the city’s culture with yours.
When more people know about it, they will look at the hot spots with a magnifying glass.
Dig out the pain points from a deep level
The logic of popular insights is actually a kind of meticulous observation with self-values and a kind of self-discovery of the theme you want to express.
Director's Insight
The director’s insight is the foreseeable future (the growth of things)
Collision of psychological needs
In line with the sense of the times
True directorial insight comes from living reality
director
director's mission
Use the professional attitude of a communicator to discover hot spots and output content
Use the Internet to research customer needs and discover them
Insight into the great character of people who are the spiritual beings of all things
Really good director
Director is artistic creation (discovery and reprocessing), director’s insight is a calm technical activity
Overcome the cocoon effect of experience, prejudice, and disordered work (experience judgment, prejudice)
90% of our feelings are wrong, user insights cannot be based on guessing - Mi Meng
An article by Mi Meng
A 10,000-word data analysis report
5,000 people voted inside
100 titles
5 hours of interactive writing
Level 4 Interview
Choose one of 50 topics
How to gain insight as a director
Material brainstorming (two principles)
Record all material without comment (delayed judgment)
Generate more good ideas and continue to advance (secondary innovation)
Four steps of material brainstorming
Confirm that insight topics are named with verbs (what to discover, what to accomplish, what to do)
Confirm the number of people, host, recorder (the director will not be the host)
Material discussion - speak freely without interruption, delay judgment
summary summary
Make judgments about deletions and discuss implementation plans
Solid insight into life, objective analysis, rational output and expression
product
Any good product will survive being not favored.
Three opportunities for products
Pain points
Overcome fear (uncertainty)
Itchy spot
Satisfy virtual self (inner)
Feel better
Instant gratification (convenience)
All products satisfy the original "Seven Deadly Sins" of mankind
stingy
Stingy, never pulling a hair out
greedy
Compare prices, join groups, and be cheap
Lazy
games, takeaways, murder time
dissolute
Gossip, vulgarity, physiological jokes
arrogant
Arrogant and arrogant
envy
Show off, show off, plastic friendship
anger
Keyboard warrior, instant pleasure
The End of Director’s Insight
Warm spot (infecting others)
Scenes
How to use scenes to empower emotions
"Scene flow" is the emergence of users in scene situations, the blending and flow of emotional fragments in time and space, and a new user experience brought about by objective reality and multi-dimensional connections - Wu Sheng's "Scene Revolution"
life is the best drama
Drama is the best life
Content creation scenarios
architecture of space and time
Presented on the platform’s broadcast stream
Mobilize audience emotions
trigger spreading effect
What are the requirements for creating a scene?
free
tolerate
interesting
Example: Haidilao
The basis of audience empathy
Scene is not just a physical space, it is an emotional space
The scenes of the content are not location landmarks, but spatio-temporal planning that can affect actions.
The director uses the creation of time and space to inspire people's behavior and mobilize the audience's emotions.
When people become curious about the scene, or have a high degree of resonance, their emotions will be unknowingly invested in your story.
Emotionally empowering scenes, creating situations
It can be summed up in one word: "awkward"
"Awkward" contrast, contrast creates pressure
Scene creates situation
Situation evokes emotion
Emotion drives relationships
good scene
How to play
spread
Challenge gameplay
amplify communication
5W superposition method
who
why
what
where
how
Let the story happen in a meaningful scene, and let the scene inspire interesting things to happen
Playing in the routine creates new insights, and after the new insights happen in an interesting place, sufficient emotional empowerment is generated, which is fed back into the content.
story
China has no shortage of good stories, the key is to have the ability to tell good stories - Xi Jinping
A good story is about making things happen
Good stories must be forced out of conflict
Confrontation, accident, reversal, suspense...the more distinct and clear the conflict, the sharper and more dramatic the development of the story, and the more expressive and infectious the ideological intention of the work will be.
Make trouble
what is making trouble
It is to show the obstacles of human nature and the "beautiful feeling" after overcoming human flaws, otherwise it is just a spoof.
If you want to do something, you have to set up a situation
Create situations and harvest stories
The dividing line between "fake" and "spoof" is to show the obstacles of human nature and the "beautiful feeling" after overcoming human flaws.
Click-through rate comes from contrast
Extraordinary things for ordinary people, ordinary things for extraordinary people
narrative
Narrative is to rely on the past to express the present and foresee the future.
The watershed moment of telling stories: no situation
Situation is human situation
Story Situation (Hollywood Simplified Version)
cause/effect/positive/negative
love
Love, but you have to sacrifice and make choices (different places, misunderstandings, tests)
meteoric rise
Don't show off your wealth. Behind the wealth is the hard work and hardship you can't see (behind the scenes in all walks of life)
cinderella
Diaosi's counterattack may not necessarily be wealth, but it can be spirituality
love triangle
Don't catch adultery, love is helpless
Return
Things change and people change, accumulating emotional outbursts (Dad Comes Home)
revenge
Small misunderstandings, solved with wisdom
change
Contrast between before and after, proactiveness in the transformation process (cross-dressing)
sacrifice
Giving, active and passive (hard work, choice in the rice bowl)
family
Behavioral dislocation caused by different age cognitions, solved harmoniously (the love of grandparents)
# number provides context but not creativity
Situation is the basis for a hit, but it is not the end point
If you want to be the head of the challenge, you must have a conscious directorial mindset.
Different genres of traffic star-attracting methods
documentary school
Extreme techniques, always ready
reality show
Innovative gameplay and good baggage
Montage
Play with good lenses and give surprises
Drama School
The situation is reasonable and the performance is likeable.
Real Kung Fu School
Iterative gameplay, no guilt in showing off your skills
Suitable role (persona)
What is persona
people
First of all, he is an independent and individual person
set up
Packaging and handling
Personalization is continuous product management
Characters are not natural people, they are products in the broadcast scene.
Good personality is continuous product management
broadcast stream
Platform properties
viewing time
User portrait
Six elements of character
image and personality
Characteristics, memory points (appearance quirks)
background
Prehistory (projection of the present)
Demons and conflicts
Inner fears and external pressures
Target
Target
What kind of person do you want to be?
world view
world view
Belief
behavioral arc
Growth line (coherence and growth of works in the broadcast stream)
Turn small people into big business
Three principles for keeping people fresh
Why do the audience love you?
Don’t follow the trend, say “we are different”
Don't watch around, just "we have confirmed our eyes"
The Three K Principles of Personality Design
Keep new
Continuous band (updated)
Keep on
keep at it (love)
Keep real
reality
Case
cat (be yourself)
Freedom, equality, mysterious independence
The Internet uses counter-common sense to create explosive points, and cats surpass human expectations
Dog (more prominent)
Rhythm
Rhythm determines success or failure
The director's grasp of rhythm is "breathing" and "life"
"Life is full of rhythm" indeed the rhythm comes from life
Emotion is what makes up rhythm
Emotion drives action, and action forms rhythm
Emotions drive meaningful actions
The rhythm of each specific process. It’s all determined by its purpose
Simply put, rhythm is generated in meaningful movements
Music is the most rhythmic art
But the right rhythm isn’t just about music
section of music
Cordon Bleu
fit, comfortable
red belt
Relaxed, cool, and in tune with the music
yellow belt
Ghost beast
Narrative master
green belt
Dislocation of sound and picture
Multiple narrative spaces, audio and video are out of sync
black belt
Live sound
Sound narrative
Rhythm needs to be compared
Hot style is not just about keeping up with the music rhythm
The right rhythm comes from the right actions
What to do when you have a small budget?
play with rhythm
Pay attention to a few points
Music helps and doesn’t add to the mess
Music is a participant in story telling
Use good music, rhythm is half the battle
Music and emotions provided by Douyin’s popular app
Props
beginner
Small props and special effects are good helpers for adjusting the rhythm.
master
Not relying on stunts
Output acceptance process
Picture
sound
Word
The description text will affect the rhythm (announced in advance, the video will have no sense of anticipation)
People's memory of experience consists of two core elements. The first is when it reaches its highest peak, whether it is positive or negative. The highest peak must be remembered. The second is when it ends - winning the Nobel Prize. Daniel Kahneman's peak-end law.
peak end law
Peak experience
Highlight key points in slow motion
Peak experience
Filter effects enhance the sense of completion and leave it to dry
Rhythm Taboo List
Flat, dragging, loose, loose
Average effort, no change
Rhythm does not mean fast speed
The theme and rhythm do not match, and the scene is cold.
Whether the content is from Hui Gan
Why rhythm is the life of content
Breathing, the externalization of life forms
Summarize
Emotion drives action, action leads to rhythm
Rhythm arises from meaningful movements
The relationship between music and rhythm is simple yet complex
Stunts help with rhythm
action
Action, the current action that condenses past experience and contains one's own future---Susan Grand
Give the action a motor (through action, explosion and tension)
Motive
Behaviors and actions that are purposeful, intentional, and directed rather than blind and random
through action
Active, inner intention to perform the highest task
supreme task
Goal is the true creative intention of a work and the main idea that the director wants to express.
Three elements of director action
do what
visible action
why do
History
How to do
Continuous and effective actions to achieve goals
Actions to be planned by the director
It’s a “big move” rather than a “small move”
behavior and actions
small action
Dance
Show talent (artwork)
big move
Dance
There is a purpose, there is behavior, there is change (dissemination of products)
Motivation is to install an engine for action
Let everyone see why you do this action? That's what we call the engine
Motivation is to install an engine for action
Motivated actions give the audience a stronger sense of involvement
Inciting incident
Must do it, clear goal
language
say what
why say
Who do you tell?
How to say
Short video naming
The director has to name each event
Use verbs for naming, not adjectives and nouns
Action and counter-action conflict
Use verbs to give short videos a popular name
primary
Quick description
adjective noun
The fireworks in Changsha are so beautiful
intermediate
State motivation
descriptive verb
I bought a ticket and came to Changsha to watch the fireworks.
advanced
Drive emotions
emotional verb
The Changsha fireworks you wanted are here
hardcore
Motivational
incendiary verb
Under the gorgeous fireworks in Changsha, he proposed to me. Do I want to agree to it?
Good content can be summarized in one sentence. The key point is: use "verbs" to describe your content.
Summarize
The motivation of the action is caused by the past behavior. What we let the audience see is the current action. This action is a planned and purposeful continuous action. This action will affect the future.
Language must have action and action must have language
Keywords for short videos using verbs