Video platforms like Kwai and TikTok have also become places to post short-lived love and police stories.
Not just dances, beauty tips and senseless challenges as live video platforms Tic knock And Kwai. If you’ve ever swiped your finger across your mobile screen, you’ve surely also seen a scene that looks like it came out of a TV series or Mexican telenovela. They are videos with moral lessons, drama-filled lyrics or full story episodes. It all fits in the palm of your hand and lasts a few minutes – or less.
Markelly & m Ação is how Markelly Oliveira, 27, is known on social media, where she posts videos in which she acts, scripts, produces and edits Photo: Taba Benedicto / Estadão
One of the most famous in this universe is Markel OliveiraAlso known as Markelly & m Action, the name with which it appears on all accounts of its platforms (TikTok, Kwai and Instagram). Markelly easily goes viral with every video she appears in, dramatizing scenes that she believes relate to stories she observes on a daily basis. “Ideas come from everywhere: at home, watching a couple, an injustice, news, movies, soap operas,” says the 27-year-old content producer.
From Ilicínea, from Minas Gerais, Markelly moved to São Paulo at the age of 18, dreaming of an artistic career. I have always wanted to work with TV, I danced in the Faustão ballet and worked as a model. Success came through soap operas, which began producing in late 2021 and went viral on social media. Some of her videos of her, in which she writes, directs and acts, have over 2 million views. On Kwai, where she has 4.9 million followers, the publication is titled humiliated herwhich shows a telltale tea in which a man abuses his wife because the child he is expecting is a girl, has been reproduced more than 24 million times.
Production
Alongside Markelly there are hundreds of other profiles, many without the same success as hers. Some even take inspiration from their content and copy their stories. It is the law of the algorithm: if something is “viralizable”, it will be repeated over and over again.
However, some producers, in addition to dedicating themselves to engagement numbers, also produce elaborate content, with well-defined scripts, actors on stage, quality editing.
Actor, screenwriter and director Felipe Reis has five series made entirely for Kwai. Photo: Tiago Queiroz / Estadão
This is the case with the actor, director, screenwriter and producer Filippo Reis (@felipereis_fr). He was one of the first invited to participate in Telekwai, a project on the platform “focused on the creation of original mini-novels in vertical format with two-minute episodes”, as explained by Antonio Abibe, Director of Contents and Partnerships at Kwai Brazil.
Felipe’s case is different from Markelly’s, because the content he produces has a serial format. It’s like opening a streaming service to accompany your favorite narrative. The productions are theirs dystopia, My boyfriend, Guru, Speak with me, Security camera And Scammers!. Each has a unique profile and follows its own dramaturgy; together they have nearly 840,000 followers.
When he was invited to join the project, Felipe already had a soap opera on his CV (first version of Chiquititas), as well as a series produced for YouTube (conversations in the elevator) and another available at First video (Full steam ahead!). With so much experience in the audiovisual, the author had to face more the challenge of producing content with a much shorter duration, a vertical format, in addition to other common to networks, such as engagement.
“I think the main difference is in the script. Scammers!, Speak with me! And Security camera they are not closed stories per episode, but they must have micro-endings in each, “he explains. After all, the algorithm may provide a random episode of the series and then never again.” Yep. My friend, Guru! it’s a closed episode, so the challenge is to tell a story with a beginning, middle and end in two minutes, “he continues.
The challenge is not exactly new, after all Festival of the minute, a film show featuring short films, has existed since 1991, many years before the creation of YouTube, for example. What changes is the access to these productions, which are easier to reach, because they are available on mobile phones, and to the acquisition and editing tools.
“Everyone has a camera in hand, they no longer have the excuse of not having any equipment. They learn the editing applications, now it’s democratized,” he comments. Marcelo Masagãodirector and creator of the short film festival.
went viral
The adaptation of the dramaturgical content also ended up going viral. With betting platforms such as Youtube And Instagram in vertical videos, it has become common for producers and creators to explore the format. or Back door, for example, she adapts her videos daily to fit Instagram Reels or YouTube Shorts. They both support short videos, which are cutscenes from the skits.
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Source: Terra
Emily Jhon is a product and service reviewer at Gossipify, known for her honest evaluations and thorough analysis. With a background in marketing and consumer research, she offers valuable insights to readers. She has been writing for Gossipify for several years and has a degree in Marketing and Consumer Research from the University of Oxford.
