There is still no authoritative and clear statement about the precise definition of microfilm in the industry. Generally speaking, microfilm refers to a short video of a complete story from 30 seconds to 300 seconds [1]. Microfilm obviously has such "three micro" characteristics, that is, micro time, micro production cycle and micro investment cost [3]. In addition, the classification of microfilm types is relatively rough at present, which can be roughly divided into two types: one is commercial microfilm tailored for large companies, starring stars and shot by professional production teams. Through the way of micro-movie stories, the emotional bond between the brand and the audience is established, and the image and popularity of the brand are enhanced. The pioneering work "Explosion" is a typical representative. Second, the non-commercial microfilm [1, 6] created, performed and produced by the original creator, highlighting the grassroots nature. Because of its non-commercial characteristics, this kind of microfilm covers a wealth of content themes, and so on. Typical representatives are excellent works such as old boys.

In addition, with the continuous development of online media technology, micro-movies also show the convenience and interactivity of communication in the micro-era environment, and are no longer just attached to TV media. With the help of streaming media technology, Weibo and social network technology, microfilm has achieved explosive spread around the world, which has provided a strong impetus for the continuous development of microfilm.

Thirdly, it briefly analyzes the artistic features of microfilm.

As a form of media expression, although microfilm is hatched in the warm nest of advertising marketing, it is different from traditional movies in many ways, but its own artistic value and development potential are enormous, which deserves the correct treatment and thinking of a new generation of media people. The author briefly talks about the understanding and excavation of the artistic characteristics of microfilm from the following aspects.

First of all, due to time constraints, unlike traditional movies, micro-movies have a unique narrative form, which is embodied in the "shallow and clever conception" of narrative means [4, 5] to attract the attention of the audience in a very short time and convey ideas to the audience. Microfilm can be defined as a kind of film precisely because it also has some basic characteristics of traditional films. For example, micro-movies also require complete stories and distinctive characters. Organizing the narrative expression of stories in a short time is one of its highlights, and it is also one of the very shining artistic features of micro-movies. In order to do this, producers often need to work hard to construct a complete story narrative skillfully, and it is short-lived.