human touch

Introduce happiness and upliftment into life

"Good looks" is actually "high-quality outlook"

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

Evaluation of short video value levels: individual, family, country, and world

Short video elements

Produce market standards, practitioners’ professionalism, push back (reverse push)

Necessary factors for a hit

Example: Buqi Dance Company

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.

Positive energy and high arousal

Positive energy low arousal

Negative energy high arousal

Negative energy and low arousal

Young people express their demands

Young people’s recognition

Hot ¹ spread of value ¹ is noticed

Popular: Calm thinking = Possibility of hot hits

The common key for popular items

The hot gene

Hot models must satisfy users’ subconscious choices.

city ​​culture

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.

The director’s insight is the foreseeable future (the growth of things)

director

"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

Content creation scenarios

What are the requirements for creating a scene?

The basis of audience empathy

good scene

5W superposition method

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.

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.

what is making trouble

The dividing line between "fake" and "spoof" is to show the obstacles of human nature and the "beautiful feeling" after overcoming human flaws.

Extraordinary things for ordinary people, ordinary things for extraordinary people

Narrative is to rely on the past to express the present and foresee the future.

The watershed moment of telling stories: no situation

cause/effect/positive/negative

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.

documentary school

reality show

Montage

Drama School

Real Kung Fu School

people

set up

Personalization is continuous product management

Characters are not natural people, they are products in the broadcast scene.

Good personality is continuous product management

Platform properties

viewing time

User portrait

image and personality

background

Demons and conflicts

Target

world view

behavioral arc

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"

Keep new

Keep on

Keep real

cat (be yourself)

Dog (more prominent)

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

But the right rhythm isn’t just about music

Hot style is not just about keeping up with the music rhythm

The right rhythm comes from the right actions

play with rhythm

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

beginner

master

Picture

sound

Word

Peak experience

Peak experience

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

Breathing, the externalization of life forms

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

Motive

through action

supreme task

do what

why do

How to do

It’s a “big move” rather than a “small move”

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

Must do it, clear goal

say what

why say

Who do you tell?

How to say

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

Summarize