Short video creation and sharing app Kwai, which competes with TikTok, is launching a new content production model on its platform in Brazil: TeleKwaiFocusing on creating original and exclusive mini-novels in vertical format, which has already reached 3 billion views on the app.

The difference between TeleKwai and the videos made by “regular” users of the app are the partnerships with the agencies, producers and audiovisual content creators who work at each and are responsible for the pre-production, production and production of the videos. creative construction phase.

Another difference is that the video need not be limited to a beginning, middle and end of up to two minutes. The narrative arc can be expanded into several short chapters, and these chapters are easily accessible within the app thanks to the new dedicated mini-series-only page.

“Kwai wants to be a new place for instant entertainment that allows our users to access content at different times of the day, whether on breaks from work or during their free time,” said Mariana Sensini, general manager of Kwai in Brazil.

Thiss TeleKwai’s productions range from drama to sci-fi and suspense to humor, but almost always preserve the hidden content that Kwai does best: stories with great twists, so ridiculous they’re hilarious, and captivate the user right down to the last second. .

In a video For example, the scene aired by the “Off Screens” channel for TeleKwai is between two friends and a homeless person. “Friend, let’s take a picture with him. Beggar [sic] super high,” said one of the characters, already establishing himself as the villain of the story.

When the homeless man asks for food, he refuses and says he will put it on social media in return. “It’s good that you’re losing weight, isn’t it?” he says, but then returns to his friend and offers to have a lunch between the two of them. Colleague protests: “You did nothing to help, man. How disgusting,” he says and gives money to the homeless.

The bad guy does something silly, but in the end, a twist ensures that the good always wins. This is definitely the formula for many Kwai users. viewing success – the aforementioned video has over 1 million likes – but not all producers or creators are allied with what limit it is. nonsense anytime.

Production companies R2O Filmes and Cine Kings, for example, have teamed up to create five miniseries, each with a different scenario than the other: one talks about crooks, the other talks about the life of a couple in quarantine, and there’s even one. in a spaceship. The feeling while watching is truly following a series vertically without having to ally with the shockers to arrest the viewers.

TeleKwai: Director and actor Felipe Reis (Kwai/Disclosure) during the recording of a mini-series

“I started producing content in 2007 precisely because of the lack of opportunities in the region. It’s not easy to get into the television clique. “With this encouragement from Kwai, I am further evolving vertically as a director, actor and showrunner in this new miniseries and miniseries format.”

In another with five active miniseries, DR Producer needs around ten people on the team, from the script writers to the onstage actors, to make the content aim for drama, romance and the supernatural. Phil Rocha, DR’s content director, said in a conversation with EXAME that he is producing the group. 125 videos per month and does 30 to 35 episodes per day.

“This is a new challenge, a new way to innovate in the market. The partnership with Kwai is truly opening doors and eyes to a new industry that is great to explore, said Phil Rocha, DR Produtora’s director of content.

Three people posing TeleKwai

Barbara Martins, Phil Rocha and Julia Ferrari (left to right), actresses and content director at DR Produção (Kwai/Disclosure)

In July 2021, Kwai reached an average of 45.7 million monthly active users in Brazil, according to ComScore. The North and Northeast regions are the most active in practice, with people over the age of 30.

Currently, the TeleKwai project has more than 180 active accounts on the platform, which are managed by the agencies, producers and creators who are partners with the program. In about three months on the air, TeleKwai has amassed over 3 billion views.

“With this project, Kwai reinforces its support for the audio-visual sector and aims to make mini-series an alternative for those looking for and consuming content on their mobile phones. It’s a new place for entertainment to consume short-form dramaturgy,” says Wladimir Winter, senior content director at Kwai, Brazil.

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Source: Exame

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