
On the 25th of this month, Tik Tok, Didi, and Zhenledao jointly created a boutique miniseries "Dream on! Jingjing officially ushered in the end. As the first boutique miniseries produced by Tik Tok, Dream on! Jingjing was immediately sought after by users all over the network after it was launched. After only 48 hours of broadcasting, the number of related topics was over 100 million. By the end of the series, the number of main topics was 720 million, the number of feature films was over 110 million, and the total number of official shakes was over 290 million, making it the first phenomenon-level miniseries this year.
With the rise of online content and the popularity of users’ fragmented drama-chasing mode, since last year, various platforms have laid out mini-short drama tracks, and Tik Tok even called mini-short drama "tomorrow’s drama series". This time, with the help of "Dream! Jingjing’s entry into the mini-short drama market is not only a reflection of Tik Tok’s initiative to adapt to the needs of Internet users as a short video platform, but also an inevitable requirement for Tik Tok to move closer to upstream production from the middle and lower reaches after establishing a perfect entertainment marketing ecology. With "Dream on! Jingjing, Tik Tok will also launch 30+ S-class boutique miniseries this year to promote the development of the entire miniseries market with high-quality content.

"Dream on! Jingjing ended in high heat.
In the picture, Jingjing, who was dumped by her ex-boyfriend, is moping alone. At this time, the voice of live delivery in Li Jiaqi came from the mobile phone: this blind box of love can make lovelorn girls get an unprecedented love experience … This is Tik Tok’s online miniseries "Dream on! The first episode of Jingjing begins. As the first all-star love hilarious cross-screen miniseries in China, "Dream on! The popularity of Jingjing has soared since its launch, among which 20 male actors of # Jin Jing’s new drama once rose to the first place in the hot search list of Weibo. In Tik Tok Station, 19 topics accumulated on the hot list during the broadcast of the series, with a total of 24 days on the list. Among them, the challenge of boyfriend’s cross-dressing in # Gufeng Blind Box was linked with Chu Qi and many other top experts, and the number of topics played was as high as 2500w W.

In Dream on! After the close of Jingjing, fans from Tik Tok, Weibo, Douban and other platforms can’t wait to start looking forward to the second season. Some fans petition that the original cast can continue to play next season, and some viewers express the hope that the official can launch the same "blind box". In the comments on the closing episode of the twentieth episode, a Tik Tok user said that he happened to be in a lovelorn period just like Jingjing, the protagonist, while dreaming! Jingjing is short in length, but each episode can bring happiness to people. On Douban, after watching the question mark boyfriend played by Yu Jingtian in the last episode, some viewers admitted that "it’s so good to cry": my boyfriend may not be the most perfect, but a plain life can be very romantic.

As the first work of Tik Tok’s mini-drama market, Dream on! There are three important reasons why Jingjing can frequently go out of the circle and gain a double harvest of clicks and word of mouth after it is launched. First of all, it originated from the innovative story of the play, "Dream on! Jingjing revolves around Jingjing, a senior girl. Jingjing, who is in the mood for love, fell into the trough of her life because of lovelorn love. At this time, a "love blind box" with magical functions appeared. Through this product, Jingjing can experience the wonderful experience of falling in love with 20 different types of virtual blind box boyfriends in her dreams.

"Dream on! The plot of Jingjing seems to be unconstrained, but in fact it brings enlightenment to the current urban men and women with humorous style. For example, in the second episode, Jiro Wang, a popular actor, appeared as an "uncle boyfriend", and the handsome appearance of sunshine made Jingjing a "girl fan". However, just when the audience thought that the plot would continue to develop in the direction of "overbearing president fell in love with me", the screenwriter gave everyone a blow. The object of Jingjing’s dream of "uncle love" was actually a greasy and bald middle-aged man, which told the audience that the ideal was full and the reality was very skinny. For example, when she was in love with Hao Fushen, her boyfriend, Jingjing understood that the "little suckling dog" boyfriend she had missed so much actually had a naive side … It was by showing Jingjing’s love experience with different types of boyfriends, "Dream on! Jingjing explains the difference between reality and ideal to the audience, and also discusses various possibilities in urban love, thus gaining the emotional resonance of users and spontaneously joining the drama-chasing camp.

Secondly, Dream on! The reason why Jingjing can continue to be popular is also inseparable from the top production team and luxury card company of the series. This drama is the first self-made mini-short drama in Tik Tok, which is combined with Didi, Zhenledao and other head companies to integrate resources, aiming at creating the first S+ level boutique short drama in the whole network. At the same time, Dream on! Jingjing also invited Liu Ruifang, a 10 billion box-office producer who once created the series "People on a Embarrassed Road" and Dying to Survive, as the chief producer, and the joining of a popular actor such as Jin Jing, Michael Chen, Leon and Jiro Wang made this miniseries even more icing on the cake. Actors also show off their charms in the drama, such as Jiro Wang, who first appeared in the style of long trousers and baldness, Dylan, who showed the style of women’s clothing, and Henry, who appeared in a red Chinese-style chest covering, etc., all of which contributed a lot to the drama and became a hot topic of drama powder. In addition, in the casting, "Dream on! Jingjing also boldly launched KWIN, Yu Jingtian, Saixixi and other newcomers, and their subsequent performances in Youth with You 3 made the audience see more possibilities from them.

Finally, Dream on! The continuous fermentation of Jingjing’s popularity is also closely related to the innovative marketing game introduced by Tik Tok. The play started with the topic of "blind box", which is popular among young people at present, and successfully attracted the attention of the audience. In Dream on! During the launch of Jingjing, Tik Tok also pushed out the popular boyfriend heartbeat list in the station, calling on users to call for their idols, thus unlocking more exclusive tidbits. By the end of the campaign, more than 400w fans had voted, and KWIN ranked first in the heartbeat list with 814,200 votes. In this way, Tik Tok has fully aroused the enthusiasm of users for pursuing dramas. With the spontaneous participation of a large number of users, it has boosted the second fermentation of the reputation of dramas, thus attracting more "tap water" to join the drama-pursuing camp and continuously increasing the exposure for the dramas.

Why does Tik Tok enter the miniseries market?
After years of deep cultivation in the field of film and television publicity, Tik Tok entered the miniseries market for the first time as a newcomer, and launched the first boutique miniseries "Dream on! Jingjing has made a series of remarkable achievements, and Tik Tok chose to enter the miniseries market at this time, which, in my opinion, has four advantages.
First of all, it comes from users’ demand. According to the Research Report on the Development of Network Audiovisual in China in 2020, the number of short video users in China has reached 818 million, accounting for a rising proportion. According to the White Paper on Entertainment in Tik Tok in 2020, users’ demand for quality content is increasing, and women account for 59% of the users who pursue dramas in Tik Tok, becoming the main audience in the drama market in Tik Tok. On this basis, it is just the right time for Tik Tok to enter the miniseries. According to the list of the first batch of Tik Tok miniseries released by Tik Tok in 2021, it can be seen that these works mainly focus on love, sweet pets and other themes, which can accurately locate the users in the circle and also play an important role in laying the foundation for Tik Tok’s layout in the miniseries market.

Secondly, Tik Tok’s choice to enter the miniseries market actually coincides with the current development trend of content. Since 2012, various platforms have launched a series of short drama prototypes, such as "diors man" and "Best Lady", which have given birth to rich soil for the development of short dramas; With the popularity of short video platforms in recent years, users’ demand for high-quality mini-short plays is also increasing. At this time, entering the mini-short play market can be said to be the embodiment of Tik Tok’s compliance with the development trend of content. As the head short video platform in the industry, Tik Tok’s participation will also effectively boost the development of high-quality mini-short plays.
In addition, this year, the competent authorities further clarified the production standard of "network miniseries", which means that the brutal growth of miniseries in the past is expected to change. On this basis, Tik Tok also actively responded to the management requirements of the competent authorities. After officially entering the boutique miniseries track this year, Tik Tok formulated and published a unified standard for miniseries that meets the requirements of the Tik Tok platform, including four indicators: single episode of 1-5 minutes, more than 12 episodes, vertical screen and comprehensive duration of more than 24 minutes. With the first miniseries "Dream on! With the launch and popularity of Jingjing, Tik Tok is also expected to assume the role of the founder, and promote the development of the mini-short drama market towards maturity and standardization.

Tik Tok platform has a natural advantage in entering the mini-short drama market. On the one hand, Tik Tok has a huge user group. At present, DAU in Tik Tok has exceeded 600 million. For a long time, the platform has accumulated a large number of drama-chasing groups, cultivated users’ drama-chasing habits, and has already possessed the soil for incubating miniseries; On the other hand, Tik Tok has been deeply involved in the field of film and television publicity for many years, and he can accurately grasp the user’s interest points. However, the miniseries are concise in plot and compact in rhythm, which is highly consistent with the consumer psychology of Tik Tok users. According to the "2020 Tik Tok Entertainment White Paper", the amount of story content submitted by Tik Tok Platform is as high as 5.9 billion, and the penetration rate of consumer users is 93%. Driven by the dual needs of users and the development of the industry, the development of boutique micro-short drama business in Tik Tok can be described as a natural thing.

30+S-level boutique miniseries throughout the year
What signals did Tik Tok release to the industry?
Dream on! Jingjing, Tik Tok has laid a solid foundation for entering the micro-short drama market. In this year, Tik Tok is expected to produce 30+ S-class quality mini-short plays. In its first batch of films, in addition to Dream! In addition to Jingjing, it also includes Don’t be afraid, fall in love! "Nanxiang Technical School", "The Moment of Stars" and "Why do you want to celebrate the New Year? ! There are 5 mini-short plays, etc., which meet the viewing needs of different audiences with various types of works. As a newcomer to the miniseries market, what kind of business logic is behind the layout of miniseries market in Tik Tok, and what signals are released, which are all the concerns of the whole industry.
After years of deep cultivation in the field of entertainment content, Tik Tok has accumulated rich experience. From the initial announcement and production of comprehensive film and television content to the self-made miniseries, after establishing a perfect entertainment marketing ecology, it is the general trend to move closer from the middle and lower reaches to the upstream production end, and entering the miniseries market can also promote the diversification of Tik Tok’s entertainment ecology. Dream on! Tik Tok will gradually become a co-creator of entertainment content, starting with fine miniseries such as Jingjing.

With the launch of more fine miniseries, Tik Tok will also promote the coordinated development of the whole industrial chain and achieve a win-win situation. According to the White Paper on Entertainment in Tik Tok in 2020, in the 30+ S-level boutique miniseries planned to be launched in 2021, Tik Tok will carry out in-depth cooperation with head film and television production companies such as Zhenledao, Huayi Chuangxing, Tangren Film and Television, and head brokerage companies such as Wow Wow, Lehua, and cooperate with IP parties such as tomato novels to push miniseries into a batch and systematic development mode. This signal released by Tik Tok means that the platform has been laid out in advance in terms of IP supply, content quality and star lineup, and by integrating the advantages of the platform and multi-party resources, copyright owners, content producers and platforms can achieve multi-win results.
In addition, in the era when content is king, fine miniseries are becoming the core driving force of Tik Tok’s content consumption. With the launch of more fine miniseries in the future, it can also feed back the development of the platform-on the one hand, it attracts more users with good content internally, improves the user retention rate and effectively helps the growth of platform users; On the other hand, fine miniseries are easier to get out of the circle, which in turn can increase the volume of the platform and enhance the brand image of Tik Tok.
With the launch of the next 30 +S quality mini-short plays, I believe Tik Tok will soon become an innovator and leader in the market, and be promoted from a newcomer to the "number one player" in the mini-short play market.
— THE