"Stories Behind Popular Internet Short Films" Briefing School Experience: Gold medal producer Wu Xiuyang talks about the thinking of content marketing

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The author of this article, Liz Wu, lives or works in the UK, Shenzhen, Beijing and Taiwan. The founder of the style retirement proposal “Fun Club”. He has served as the marketing and public relations manager of Hanbi Building and the project manager of Xinyi Group’s joint business office. His work experience includes consulting, marketing planning, copywriting, brand public relations, shopping mall operations and development business. He tries to see things from different angles and makes his thinking three-dimensional. He is good at turning vagueness into clarity and turning hard knowledge into home-cooked dishes. Thank you for authorizing “Content Hacker” to reprint. Thank you hereby.

Yesterday (22nd), the author participated in a meeting with Wu Xiuyang, the former producer of “The Biggest Party” and the current boss of [Baofu Entertainment] (https://www.youtube.com/channel/UCO8sk3xf7DnhE-55by2XEgg), at [BFA Jane “The story behind the popular online short video” briefing school presented by “Bao Xiao Ju” (https://www.beforafter.org/). Although “The People’s Biggest Party” has long been discontinued, “The People’s Biggest Party” is undoubtedly an important program in the fields of short dramas and content marketing. This program has not only attracted a lot of producers and comedians, but these people are still active in the fields of online native programs and content production.

Through seven years of experience in this program, 武秀阳 figured out the rhythm of comedy production. Later, when he started his own business to produce short films, he actually implemented it and received a wide response. After “The People’s Biggest Party” went off the air, Wu Xiuyang switched to online programs. The video “One Sentence Kill Designer” was uploaded to the Internet, and the number of views exceeded one million within 24 hours. Later, he became famous after producing the series “What Are the Stewardesses Busy About?” and was recognized by the “Golden Second Award” (http://jmj.toutiao.com/), an important content platform on the other side of the country, “Today’s Toutiao” (https://www.toutiao.com/). He received the award together with a number of winners who have the support of Tencent, Alibaba and other groups. The difference is that Baofu Entertainment is a super-mini team of three, using creativity to make a big impact with small things.

In “What are the stewardesses busy about”, in addition to content marketing, from the product placement, Facebook marketing, even interaction with fans, crisis management of suspected infringement of online short films (how not to lose fans and lose hearts…), etc., are all knowledge accumulated in a solid way.

For comedy short films, in addition to a good script and actors who can display their characteristics, Wu Xiuyang pointed out that “rhythm control” is the most important link. Just like in the program “The Biggest Party”, the timing of Tai Zhiyuan’s cueing, or Ken’s beating of natto with a soft stick, are all because the rhythm is well controlled, so it can make people laugh; otherwise, the short film will be too long, the actor’s dialogue will be too slow, and even the timing of the background music, if the time of the film’s screen change is not correct… these small details can easily cause the short film to lose its sense of rhythm and lose the moment of laughter.

Multi-angle lenses enrich the picture

In addition, the extensive use of “close-up images” in short films is also a great trick discovered by [Mouse-lab.com/2017/04/19/busycabincrew/]. He explained that because most people now use smartphones to watch short films, and the screens of mobile phones vary in size, generally speaking, close-ups will look better (clearer); and switching between different camera angles can also increase the richness of the picture, which is also the trick to keep the lens language bright and rhythmic.

Content, where is the business model? To put it bluntly, all Internet celebrities, YouTubers, live broadcasts and short films must find ways to integrate them. As far as Wu Xiuyang’s definition is concerned, “content is advertising” and “content is e-commerce.” There is no shame in embedding, because everyone has to survive. But what needs to be thought about is, how to put it in cleverly? For the owners, they always want to enlarge the product, strengthen the close-up of the LOGO, or bring out the brand characteristics; but for the fans or the general public, they just want to see interesting content, or a lot of “dry information” (a common Internet term in mainland China, mainly refers to refined and practical credible content). How to strike a balance between the two not only depends on each business owner’s ability, but also tests everyone’s wisdom and patience.

When talking about product placement, humor is the best language

Take “What are stewardesses busy about” as an example, the method they use is:

2. Insert it into the plot of the short film: For example, when the plot involves applying facial makeup and skin care in the air, bring in the full-effect product features of a can of a certain brand; because the placement method is still full of laughter, and it is also a part of the logical content arrangement, it can avoid audience rejection.

3. Make immersive advertisements: On YouTube, everyone is already used to seeing advertisements. And a few seconds before the main video of “What Are the Stewardesses Busy About” starts, sometimes a realistic commercial is made to humor YouTube! More importantly, because it is a fake advertisement, you can’t turn it off even if you want to! At this time, everyone can only accept it, but because it is also very interesting, netizens will not protest.

4. Merchandise wall at the end of the video: This is actually a more traditional method. Nowadays, many short films and even news (sponsoring anchor accessories, clothes, props, etc.) also use it. There are also some operating tips here. For example, when the sponsor can accept that the LOGO does not appear, its screen will become larger or the seconds will become longer! Therefore, this is the same as encouraging owners to enter the market at bargain prices and give more support to short film producers who have potential but are still just starting out.

From being a big-name producer with many people at his disposal to starting his own business, he had to cut everything out and practice again. He had to learn from the beginning from editing and making his own LOGO…[Wu Xiuyang](https://www.bnext.com.tw/article/44767/how-doe s-the-short-film-busycabincrew-go-viral) even recalled that he once said to the designer: “Oh, my Word can’t open the AI file!” Such speechless words (of course, this also became the source of laughter in the short film “Annoy the Designer with One Word”).

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Looking back on this entrepreneurial journey, he progressed from editing, directing, filming, and editing to bosses making proposals to raise funds. He even acted as an editor after returning home, and sincerely responded to netizens’ messages one by one until dawn. Being an entrepreneur is just like doing comedy, it is a real and serious thing!

At the end of the lecture, Wu Xiuyang said sincerely: “In this era, knowing only one thing is not enough.” This sentence once again echoes the popular “SLASH” (SLASH) viewpoint. Regardless of whether you are an entrepreneur or not, as long as you are forced by reality to do everything by yourself, in the process of learning more and doing more, you will naturally be able to continuously break through the boundaries of your own functions and structure.

Through the personal experiences of gold medal producers, we know that there is no shortcut to success, and there is no wasted road in the world.

★ Photo Credit: Photographed by Liz Wu

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Further reading

• The humorous and interesting “Tokyo Bon Tokyo Bon 踊 2020”, making good use of videos to enter content marketing
• Video Marketing Observation: Watch Pinkoi play with content marketing from YouTubers’ 2017 Christmas gift exchange event

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