文旅微短剧应重品质、防短视才能促长远

Core Insights - The rise of micro-short dramas is driven by the increasing demand for fragmented entertainment and the lowering of creative barriers, leading to a diverse content matrix that expands the boundaries of this genre [1] - The integration of micro-short dramas with the cultural tourism industry creates a complementary development model, exploring new avenues for industry growth [1] - The "Follow the Micro-Short Drama to Travel" initiative launched by the National Radio and Television Administration in early 2024 aims to activate local cultural tourism development through policy support [1] Content Creation Challenges - Many micro-short dramas excessively incorporate local attractions and products, resulting in awkward storytelling and a lack of coherence, which diminishes audience engagement [1] - Successful examples, like "My Journey Has Wind," demonstrate the importance of compelling narratives that naturally integrate cultural elements, enhancing viewer connection to the location [1] Production Issues - Some production teams prioritize high production values over the inherent characteristics of micro-short dramas, leading to increased costs and extended shooting periods, which undermines the genre's advantages of flexibility and rapid dissemination [2] - Effective storytelling, as seen in "Where the Wind Is," relies on emotional resonance rather than grand visuals to attract viewers [2] Marketing and Promotion - Many micro-short dramas fail to generate sustained buzz post-release due to inadequate marketing strategies and a lack of engagement with social media and short video platforms [2] - Successful marketing examples, like "Hello, Su Dongpo," create immersive experiences that transform viewers into participants, driving cultural tourism consumption [2] Long-term Development Strategies - For the "micro-short drama + cultural tourism" model to succeed, a complete industry chain must be established, moving beyond mere promotional content to include deep IP development and related services [3] - Successful case studies, such as "Flying Youth," illustrate how micro-short dramas can enhance local product sales and provide integrated online and offline services, expanding growth opportunities in the tourism sector [3] - To achieve a lasting impact, creators must focus on storytelling, production teams should optimize costs while maintaining quality, marketing efforts need to be continuous, and localities must build a robust industry chain for deep integration of micro-short dramas and cultural tourism [3]