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前瞻钱瞻前瞻钱瞻-251. 2025年微短剧市场规模680亿，品牌如何抓住新增长点？前瞻钱瞻：微短剧正在成为内容产业的风口，以“短、直给、精准、敏捷”的特点，迅速崛起为大众娱乐的新宠，同时也为品牌营销开辟了全新蓝海。在2025这一行业变革的关键节点，微短剧将如何演进？品牌主如何更高效地获取增量？又如何实现品效双升？3月14日，爱奇艺在苏州举办的**“荧光闪耀 横竖都爱”2025微短剧盛典**，为行业和广告主提供了深刻的解题思路。2024年中国微短剧市场规模已达504亿，首次超越电影票房总额。预计2025年市场规模将突破680亿元，并在2027年突破1000亿元。这一市场的高速增长得益于两大核心驱动力： 用户习惯变迁——碎片化娱乐消费已成为主流，短视频内容需求激增。 内容品质升级——行业从过去单纯追求“流量爆款”，向“精品深耕”转型，推动市场价值持续增长。精品化成为行业发展的关键引擎2025年，微短剧市场的增长动力将从“流量红利”转向“内容品质红利”。以爱奇艺为例，自2024年11月批量上线微短剧以来，移动端微剧频道（不含短剧）已成为爱奇艺的第三大频道，仅次于长剧和电影。在爱奇艺极速版（未来的爱奇艺微短剧版）上，微短剧的观看时长更是电影的三倍，并且仍在高速增长。行业精品化的关键体现： 平台深耕内容质量：爱奇艺在微短剧领域延续长剧精品化制作思路，凭借IP资源和成熟的方法论，孵化出多部爆款短剧。 头部内容带动行业升级：2024年短剧霸屏榜TOP5中，爱奇艺独占三部，《原罪》更是成为2024年全网短剧TOP1，分账金额突破3000万元，刷新行业纪录。 多元化内容布局：2025年，爱奇艺发布全新片单，涵盖都市爱情、古装奇幻、悬疑推理、现实题材等，满足不同圈层用户需求。 平台扶持力度加大：爱奇艺推出精品微剧千部计划、精品短剧百部计划、普法微剧万集计划、百部港片微剧计划，进一步推动行业精品化进程。品牌营销新赛道：广告主如何借力微短剧？品牌主跑步入场，营销投入大幅增长随着微短剧行业爆发式增长，品牌主也在加速入局。勾正科技《2024微短剧营销市场洞察与投放指南》显示： 2024年微短剧品牌合作数达348家，其中66%的品牌首次尝试投放。 品牌投放微短剧的数量同比增长141%，短剧已成为品牌营销的重要阵地。“调性契合”成品牌营销关键品牌在微短剧中的营销模式，也从试水阶段进入深度融合期。秒针系统insightFlow洞察表明，2025年品牌融入微短剧的方式更加多元，常见策略包括： 情节植入：品牌深度融入剧情，增强用户记忆点。 场景植入：品牌出现在核心场景，打造沉浸式体验。 台词植入：借助角色对话传递品牌价值。 品牌理念融入剧情：角色设定与品牌形象深度绑定。但无论采用何种方式，品牌与短剧的调性契合度才是关键。只有品牌形象、特点与短剧风格、主题、受众相匹配，才能避免观众产生反感，真正实现品效合一。爱奇艺“长短融合做精品”：开启营销新可能1. 流量新高地，广告主迎来营销红利随着移动互联网进入存量博弈时代，微短剧为品牌带来了宝贵的增量市场。据2025爱奇艺效果广告客户大会数据，截至2025年2月，爱奇艺已上线超11000部微剧，微剧用户规模和播放时长增长迅猛，成为广告主新的流量增长场域。爱奇艺广告投放平台“奇炬”全新升级，依托“长+短”内容生态，助力广告主高效触达目标用户，实现品效经营的加速增长。2. 智能精准投放，提高品效协同爱奇艺的多模态大模型和标签自动化挖掘技术，能够深入解析用户偏好，实现广告与内容、用户的精准匹配： 智能投放匹配：根据用户画像推荐适合的微短剧内容，提高转化率。 AI智能优化广告形式：基于长序列模型和全域多场景模型，分析用户兴趣动态，优化广告投放策略。3. 多样化内容营销，提升品牌沉浸感微短剧提供了比传统广告更加灵活的品牌营销方式，包括： 信息流广告、互动广告：结合短时高频特点，提高广告点击率。 剧情定制、角色绑定：强化品牌认知度和用户情感共鸣。4. “长+短”生态协同，推动整合营销升级微短剧并非独立存在，而是与爱奇艺的长剧生态形成协同效应。例如： 品牌在长剧中植入深度内容，建立品牌心智。 在短剧中高频露出，强化品牌印象，形成全链路营销闭环。此外，爱奇艺的全终端覆盖（手机、IPAD、TV、车联网、VR等），让品牌能够实现多场景触达，提高营销连续性和用户转化率。10个 TAKE AWAY微短剧市场爆发，2025年预计突破680亿，2024年市场规模首次超越电影票房，微短剧成为内容产业增长最快的赛道之一。精品化推动行业升级，微短剧进入内容深耕时代，平台加速高质量内容布局，从“流量爆款”向“精品内容+IP化”演进，提升用户粘性与商业价值。品牌营销迎来微短剧风口，投放同比增长141%，2024年品牌合作数达348家，越来越多品牌将微短剧视为高效精准的营销工具。品牌短剧营销升级，“调性契合”成核心要素，从基础植入到品牌角色绑定，品牌必须与短剧风格、受众匹配，才能实现更好的传播效果。爱奇艺“长短融合”创新模式，打造营销新生态，结合长视频的叙事能力与微短剧的高频传播，帮助品牌主拓宽曝光路径，实现品效合一。AI精准投放提升ROI，“奇炬”助力品效协同，依托多模态大模型+标签自动化挖掘，智能匹配目标用户，提高广告精准度与投放转化率。微短剧营销创新升级，沉浸式互动成为主流，品牌可通过剧情植入、互动广告、信息流等方式，实现更具沉浸感的用户触达和转化。全终端覆盖，品
2025-03-1921 min
Adventures In AIAdventures in AI Ep. 18 - AI is just a fad
This episode smashes the myth of AI as a passing trend. Join the team as they explore why AI is here to stay and poised to revolutionize businesses and society.
They delve into the unique capabilities of AI, including machine learning and its ability to process massive datasets. Discover how AI can transform education, decision-making, and even our working relationships.
Listen and learn why AI is a game-changer, not a fad.
Summary
In this episode:
the team discusses whether AI is a passing fad or a game-changing...
2024-04-0458 minAdventures In AIAdventures in AI Ep.17 - Kim Carson (CEO Parallax Futures tells us about Conceptual Technologists
The Future of AI is Human: A Conversation with Kim Carson, CEO of Parallax Futures
The future of AI is here, and it's time to ensure it's a future we all want to live in. Kim Carson, CEO of Parallax Futures, joins us on Adventures in AI for a critical discussion about building an ethical and human-centered approach to AI development.
Kim sheds light on key issues like:
Overcoming fear of AI and fostering a collaborative environment for human-AI partnerships.
The crucial role of conceptual technologists, a unique group trained by Parallax Futures to br...
2024-03-2750 minAdventures In AIAdventures in AI Ep. 16 - How does AI impact the Head Office?Are we going to say 'Goodbye CEO?'
Is AI Coming for Your Head Office Job?
The future of leadership is here, and it involves AI. In the latest episode of "Adventures in AI," we delve into the potential impact of AI on various head office functions, from strategy and decision-making to budgeting and investment.
Here's what you'll learn:
How AI can augment human capabilities in leadership, strategy, and decision-making.
The role of AI as a mentor and coach for leaders, providing data-driven insights.
Striking the balance between automation and human oversight for ef...
2024-03-2155 minAdventures In AIAdventures in AI Ep. 15 - Upgrade Your AI: Unleash the Power of Knowledge Graphs
Upgrade Your AI: Unleash the Power of Knowledge Graphs
Struggling with AI responses that lack context and miss the mark? This week on Adventures in AI, we dive deep into the world of knowledge graphs and retrieval augmented generation (RAG), a game-changer for AI capabilities.
Learn how knowledge graphs go beyond traditional techniques by creating a network of connected information, enabling AI to deliver accurate and insightful responses. We'll discuss the benefits of this approach over summarization and explore how it builds crucial context and relationships within your AI models.
This episode...
2024-03-1138 minAdventures In AIAdventures in AI, Ep.14 - Goodbye Marketing? - Will AI replace the marketing team?Are we about to say goodbye to the marketing team? Can AI do the job instead?
Marketing is on the cusp of a revolution, and AI is at the forefront. In the latest episode of the "Adventures in AI" podcast, we delve into the potential impact of AI on every facet of marketing, from understanding customers to creating content.
Key Takeaways:
AI automates tasks & boosts efficiency, freeing up human energy for strategic thinking.
Human creativity remains crucial for brand strategy and innovation.
AI excels at data analysis, content creation, and generating insights.
The future o...
2024-03-0459 minAdventures In AIAdventures in AI Ep. 13 - Will AI steal your election?Will AI steal your election? What does AI with memory mean? Comparison between Agents.
Summary
In this episode, the hosts discuss the recent announcement by OpenAI about ChatGPT's new memory feature. They explore the implications of AI's ability to remember specific facts and personalize interactions. The conversation then shifts to the impact of AI on elections, including the use of deepfakes and personalized messaging. The hosts also discuss the challenges of regulating AI and the role of governments in protecting democratic processes. They conclude by comparing different AI models and their strengths and weaknesses. In...
2024-02-2657 minAdventures In AIAdventures in AI - Ep 12: How AI can massively reduce costs and time in research projectsSummary
In this episode, the team discusses the ways AI can assist in research interviews.
They explore the challenges researchers face in analyzing interview data and how AI can help structure and understand unstructured input. The team also discusses how AI can assist in creating interview scripts, improving interview questions, and speeding up data processing.
They highlight the importance of transcription services and the potential for AI to improve the quality and efficiency of transcriptions. The team also explores the use of AI in quantitative analysis, finding and using quotes, and creating a...
2024-02-1654 minAdventures In AIAdventures in AI - Ep 11: Can we create always-on AI mentors today?
Summary
This episode explores the potential of using AI to create personalized mentors and coaches. The conversation covers various areas of application in business, such as employee well-being, learning and development, and skills development. The importance of digitizing the personality of mentors and the challenges of creating always-on coaches are discussed. The role of knowledge bases, personalized learning journeys, and the design of AI mentors' approach are explored. The conversation also touches on the use of personality frameworks and coaching methodologies in AI mentoring. The potential of spoken engagement and the future of AI mentors in video...
2024-02-1141 minAdventures In AIAdventures in Ai - Ep.10: How analysts can save days getting AIs to write business reports
Summary
In this episode, The team discusses the practical aspects of using AI in report writing. They highlight the challenges of report writing, such as the time-consuming process of gathering and analyzing data. They explain how AI can help in various stages of report writing, including setting up templates and instructions, conducting research and analysis, and summarizing information. They emphasize the importance of clear instructions and collaboration between AI and humans in the review process. They also discuss the limitations of AI in numerical analysis and the benefits of using AI for Q&A interaction in reports.
2024-02-0650 minAdventures In AIAdventures in AI Ep. 9 - AI and RecruitmentRecruitment is central to every business at some point and to every employee. We take a look at the huge impact AI is likely to have on that process.
How AI-created job descriptions will lead to a better understanding of workforces
The arms race between AI-created applications being evaluated by AIs!
Is AI the thing that will finally kill off the CV?
AIs can become workers' important friends through the contracting and onboarding phases
2024-01-1356 minAdventures In AIAdventures in AI Ep. 8 AI in 2024 - Team predictionsIt's the time of year for us to do what everybody else does and commit to a few predictions for next year.
Elon Musk predicts a staggering order of magnitude change yearly, making things 10 times more capable. What does this mean for the AI landscape, and how will it reshape how businesses operate?
Get ready for the rise of AI titles within businesses, sparking a whirlwind of questions like "Who owns AI in the org?"
Graham poses a question - will businesses start reaping tangible commercial advantages from AI? Join us as we analyse the current landscape, exploring...
2023-12-2247 minAdventures In AIAdventures in Ai Ep. 7 - Goodbye Mckinsey: Will AI Put Management Consultants Out of Business?Is it time to say "Goodbye Mckinsey"?
As former consultants, we talk in this episode about AI's transformative potential for the management consultancy industry - from both the perspective of the consultancies themselves and their potential clients.
AI's Mastery of the Initial Audit:
Firstly, we delve into the initial audit phase, a critical step in consultancy. AI's rapid data analysis, covering client capabilities, market trends, and existing data, streamlines the process, offering valuable insights for informed decision-making.
The Always-On Agent of Change:
We explore AI as a continuous change agent. Unlike humans, AI operates non-stop, monitoring trends...
2023-12-1849 minAdventures In AIAdventures in AI Ep. 6 - What AI can bring to Learning and DevelopmentAre you ready to revolutionise your team's learning and development with the power of AI?
This podcast explores how Gen AI transforms training and development within organisations, enabling personalised, interactive, and effective learning experiences for every team member.
Discover:
The potential of AI to personalise training for each individual, setting the pace and delivery to suit their unique needs.
How AI seamlessly integrates training into the daily workflow, making learning an integral part of the work experience.
The transformative role of AI in broadening learning interactions, providing personalised mentoring...
2023-12-0836 minAdventures In AIAdventures in AI Ep. 5 - The excitement at Open AI, How can business make AI ethicalIn this episode, we look at the implications of the turmoil at the top of Open AI and discuss what might have caused it and what it might mean for users.
We ask what 'ethical' AI actually means and where we might see it in a business context.
Rich gets a bit 'mathsy' and Graham gets a bit philosophical.
2023-11-3038 minAdventures In AIAdventures in AI Ep 4 - The AI Security Conference & Open AI's 1st Dev DayWe look at what OpenAI's new multi-modal model means to AI users.
We will have human-like relations with AIs
We will be deskless
We will be managers with superpowers
What Elon Musk had to say to Rishi Sunak - the government's role in AI security.
Why is Elon such a pessimist about AI?
Deep fakes and the rise of digital super-intelligences
The new wave of GPTs - do these spell the end of AI-based start-ups?
2023-11-2554 minAdventures In AIAdventures in AI Ep. 3 - Talking to whales and Cheating is a good thing
Can AI help us talk to Whales?
A US-based not-for-profit organization called EarthSpecies is looking to use machine learning to decode communication in other species. Or, put simply, they want to train a machine to listen to and talk to animals and birds.
The global economic and commercial impact of AI
The ability of Gen AI to make pictures, write creative text and to write music has caught the imagination - but the real commercial impact is perhaps less talked about. And it’s worth talking about, because the greatest impact for businesses comes in...
2023-10-2538 minAdventures In AIAdventures in AI Ep. 1 - Do Androids dream of electric sheep?Lessons about AI from the early days of Digital - looking at the parallels between the digital revolution in the 90's and what's happening now. There are lots of lessons!
Do Androids dream of electric sheep? - Does AI perform better if we get emotional with it? (Hint: the answer's 'yes')
AI is good at tasks - but not jobs.
The more tightly defined the task is, the better the AI performs. In that respect, these LLMs are much more similar to humans.
2023-10-1634 minAdventures In AIAdventures in AI, Ep. 2 - How to get AI to write like a humanWhy is GitHub losing money on its AI application? It's probably about data, users, and a bet that the tech costs will fall.
AI's are like interns - but they can't yet go out and get you coffee. We should expect the same from our Gen AI as we would from new interns - and think about managing them in the same way.
How to get AI to write like a human. It sounds obvious, but how many of you have asked AI to write like a human? We expect there’s a fair number of...
2023-10-1635 min
Digital MattersGraham Ruddick from Insightflow talks about digital communities and ecosystems.In the first episode of the Gravity 9 Digital Matters podcast Partner Andy Ross and Experience Director Andy Newman chat with guest, Graham Ruddick, founder of Insightflow, a customer market and research community, about how to add value to communities, facilitate digital market places and begin conversations around a new digital proposition. Throughout the podcast Graham discusses; What defines a digital market place and how should we interact within them How to use existing community ecosystems to grow audiences How to facilitate a market place through added value Identifying the potential for value exchange within a community and h...
2020-09-0149 min