Douyin and Kuaishou increase investment in short dramas: launch cash + traffic support policy

The author of this article compares the differences in the support policies for micro-short dramas through the two major short video platforms, Douyin and Kuaishou. At the same time, this article hopes to inspire readers.

On July 18, Douyin and Kuaishou, two major platforms, announced the launch of micro-short drama support policies today, aiming to encourage institutions and creators to produce more high-quality content and promote the development of high-quality industry through cash subsidies + traffic support and other methods.

In the specific implementation plan, both sides have three major initiatives.

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1. In terms of cash subsidies, the cooperation projects of Kuaishou Xingmang short dramas can enjoy a maximum profit sharing standard of 25 yuan per thousand views. At the same time, if the number of views of the drama is greater than or equal to 50 million, a cash reward of 200,000 yuan can be shared in a single month. The project platform that meets the cooperation plan can participate in the investment, with a proportion of up to 50%; a 1.5% basic rebate policy is provided to the investment institutions, and the same proportion is increased according to the investment level, with a maximum of 10%.
2. In terms of traffic support, up to 60 million traffic support is provided for short dramas on cultural tourism themes. For the IAA model, hundreds of billions of traffic support is provided to guide content exposure and conversion.
3. Diversified business services, including professional production and service tools, as well as efficient account management solutions, etc. If it is a key cooperation project of Kuaishou Xingmang Short Drama, there will also be full-link 1V1 link services, and the IAA model will also provide corresponding talent resources, diversified marketing, content copyright protection and other services to maximize the commercial value of the project.

The following is the full content of Kuaishou’s policy:

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1. The Drama Potential Plan aims to continuously subsidize producers who place micro-short drama advertisements. The plan includes support measures such as annual framework cooperation incentives, holiday schedule incentives, selection of excellent script lists, and incentives for key subject matter content, returning advertising resources for the promotion of high-quality content and increasing the marketing and promotion revenue of producers.
2. The Start-up Plan reduces the operating costs of mini programs. The platform share will be reduced or exempted for eligible free short drama mini program developers, and the previous 30% platform share will be cancelled.
3. The Star Plan is aimed at film and television companies, media, MCNs, and individual creators, launching two cooperation models: joint production and joint operation. Under the joint production model, each drama can receive up to 5 million in cash and 100 million in traffic support.

The following is the full content of the Douyin policy:

Douyin said that this support policy is expected to subsidize 10-20% of the platform advertising revenue for high-quality micro-short dramas, and will continue to provide subsidies through funding, traffic, and promotion to encourage the creation and promotion of high-quality micro-short dramas.

The policies of the above two platforms are essentially to attract more outstanding content creators to join through cash subsidies, traffic support, etc., so as to promote the quality of platform content. Obviously, the short drama track has transformed from a wild growth stage to an orderly development stage. Both the producers and the platforms have reached a consensus that "content is king".

I believe that with the promotion of all parties, in the future, more and more high-quality content that conforms to social values, ideological values, etc. will be presented to users.

Author: Whip Bull

WeChat public account: Bianniushi (ID: bianews8)