According to incomplete statistics, China’s short video users exceeded 850 million in 2019 and are expected to exceed 1 billion in 2020. Short videos have undoubtedly become the “top stream” of the Internet.
Why are short videos so popular?
First of all, it meets the reading needs of the fragmented era, and has a very high user viscosity. Recent surveys show that short videos have completely surpassed live games, long videos, and entertainment live broadcasts, becoming the most sticky content choice for users.
Secondly, the new generation bursting with innovation has become the new mainstream consumer group. They like to socialize through likes, sharing, and interactions while consuming. The short video fits their personalized and diverse self-display needs.
Furthermore, celebrities, social celebrities, etc. have brought demonstration effects to short videos. During the new crown pneumonia epidemic, many entertainment celebrities entered short video platforms to produce content, or e-commerce brought goods through live broadcasts. Driven by them, a large number of fans poured into major short video platforms.
At the same time, the favor of capital has also made short videos “pacific.” The use of recommendation algorithms for personalized recommendation is the core competitiveness of short video platforms, and this capability is also applicable to any other content recommendation. Therefore, big manufacturers such as BAT will spare no effort to support short video apps, in-depth algorithm research and traffic operation, and increasingly gain the favor of capital.
Finally, short videos also attracted entrepreneurs and corporate businesses to flock in. Entrepreneurs have seen the wealth brought by the rapid rise to fame of leading Internet celebrities such as Li Ziqi and papi sauce, while business businesses have seen a new way of communication and traffic nodes with consumers and customers.
What is the commercial value of short video?
The commercial value of short videos is, first of all, advertising presentation, especially the immersive short video advertising format pioneered by Douyin.
Every short video, like a miniature film and television series, has content and must be implanted. Content placement is the second largest commercial value brought by short videos.
The outbreak of the new crown pneumonia epidemic has spawned an upsurge of bringing goods to all people. Content delivery is becoming the ultimate skill of the two mainstream platforms, Douyin and Kuaishou. This is also the commercial value of short videos that has attracted the most attention.
As a new type of content, short video integrates multiple expressions. In this new field, leaders will inevitably emerge. Therefore, the value of Internet celebrity is another commercial value of short video that has attracted much attention.
The commercial value of short videos is not only reflected in the marketing and promotion of individual creators and enterprises, but also in the ecological acceleration of video software and hardware.
How to play short video?
First, choice is more important than effort. Before entering the platform, you must first understand the platform. Currently, short video platforms are mainly divided into three categories: content platforms, social platforms, and e-commerce platforms.
Secondly, people are more important than interests. Before creating content, you must first determine your vertical persona so that users can clearly understand what kind of person you are and what kind of content you will continue to bring.
In the end, persistence is more important than being popular. Persist in daily updates (or at least twice a week) to allow users to develop long-term viewing habits. To do this, it is not just interest, but also planning, and even psychological preparation for continuous investment in the short term.
Nowadays, the city is full of short videos.
Don’t you see: TikTok is constantly swiping on the way to and from get off work, holding up mobile phones to take pictures while having dinner and shopping, all kinds of short video online training in WeChat groups are not stopping; BAT (Baidu, Alibaba, Tencent) and other giants or long-term investment Or restart the short video strategy, many entrepreneurs have also joined MCN (Internet celebrity brokerage company), and strive to cultivate their own Internet celebrities.
According to incomplete statistics, China’s short video users exceeded 850 million in 2019 and are expected to exceed 1 billion in 2020. Short videos have undoubtedly become the “top stream” of the Internet.
Short video is an emerging form of Internet content dissemination following text, pictures, audio, and traditional video. It integrates several previous forms of communication, and more intuitively and three-dimensionally meets the user’s expression needs. It takes “seconds” as the unit and relies on mobile smart terminals to achieve rapid shooting and instant beautification, and timely sharing and interaction on social media platforms .
The history of short video is actually the history of the rapid development of the mobile Internet.
In 2011, smart phones began to be shipped and popularized in large numbers. Some traditional video sites, such as Youku, iQiyi, Ku6, etc., added some short video content to the apps that went online soon, but the most popular at the time were the webcasts and TV series with “time” as the unit. As a unit of micro film.
However, in March of the same year, a product called “GIF Kuaishou” quietly went online. Because the content it released was non-mainstream, it did not attract much attention in the industry. In November 2012, GIF Kuaishou transformed into a short video community and was renamed “Kaishou”, becoming China’s first large-scale short video community.
In 2014, with the further popularization of smartphones and becoming a direct tool for video shooting (high-definition output without computer post-processing), coupled with the promotion of short video content by WeChat and Weibo, the short video track began to become Crowded. Meipai and Miaopai were born. The former relied on the large number of female users of Meitu Xiuxiu and became a short video application with “high-profile”. All online stars come to participate.
2016 is the “first year of the outbreak” of short videos. The number of financing in the entire short video industry has reached more than 30, with a financing amount of more than 5 billion yuan. Capital has strongly promoted the surge of short video apps. The user’s habits have also shifted from beautifying selfies and entertaining to video social interaction and original expression. In September of the same year, Douyin came. It entered the market with a young audio short video community, and then made rapid progress. And Kuaishou, which has the first mover advantage, also announced in November 2017 that its daily active users exceeded 100 million.
Since 2018, short videos have entered a “full-scale prosperity period.” First, there are more and more industry participants, even mainstream media such as People’s Daily and Xinhua News Agency have launched their own short video matrix. The second is that there are more and more diversified commercial monetization methods, from the early single traffic subsidy to the current brand advertising, live streaming, e-commerce delivery, and knowledge payment. Third, the business ecosystem is becoming more and more complete. Production tools, filming companies, artist institutions, colleges and universities have emerged in endlessly. The number of MCNs has reached more than 6,000, contributing more than 60% of the short video traffic of the entire network, and incubating a large number of short videos such as papi sauce and Li Ziqi. Video influencers.
Why are short videos so popular
First of all, it meets the reading needs of the fragmented era, and has a very high user viscosity. Short videos are generally between 15 seconds and 5 minutes in length, short and concise, but rich in content, including entertainment and humor, social hot spots, advertising creativity, talent display, knowledge sharing, skill learning, street interviews, public welfare education, etc., and the pace is fast and The content is compact, smart and interesting. Recent surveys show that short videos have completely surpassed live games, long videos, and entertainment live broadcasts, becoming the most sticky content choice for users.
Secondly, the new generation bursting with innovation has become the new mainstream consumer group. While consuming, they like to socialize through likes, sharing, interactions, etc. Some want to build a personal brand, hoping that they can become a carrier and a commercial influencer. The short video fits their personalized and diverse self-display needs. Using your own creativity and the production and editing techniques that highlight your individual style, coupled with your personal opinions and explanations, you can create refreshing short video content.
Furthermore, celebrities, social celebrities, etc. have brought demonstration effects to short videos. During the new crown pneumonia epidemic, many entertainment celebrities suffered from the inability to hold concerts and participate in movies. They all entered major short video platforms to produce content, or carried out e-commerce delivery through live broadcast. With the help of short videos to make brands, and then complete sales through live broadcasts, such a combination of “short + straight” has made many entertainment stars quickly jump into the top 100 on the anchor list. Driven by star idols and social celebrities, a large number of fans have flooded into major short video platforms.
At the same time, the favor of capital has also made short videos “pacific.” Don’t look at short videos that are only 1 minute long. What drives it is the ecology, including content production, network communication technology, traffic operation, recommendation algorithms, etc. The use of recommendation algorithms for personalized recommendation is the core competitiveness of short video platforms, and this capability is also applicable to any other content recommendation. Therefore, big manufacturers such as BAT will spare no effort to support short video apps, in-depth algorithm research and traffic operation, and increasingly gain the favor of capital. For example, Tencent has successively launched 12 short video apps, and the newly launched “video account” is also regarded as a breakthrough point in the “second curve” of WeChat.
Finally, short videos also attracted entrepreneurs and corporate businesses to flock in. Entrepreneurs have seen the wealth brought by the rapid rise to fame of leading Internet celebrities such as Li Ziqi and papi sauce, while business businesses have seen a new way of communication and traffic nodes with consumers and customers. According to analysis, Douyin and Kuaishou’s “local restaurant ranking recommendations” have diverted a considerable number of users from Dianping. With an investment of 100 yuan, you can increase your short videos by nearly a hundred users, and reduce the cost of commercial promotion to a record low.
What is the commercial value of short video
This is a world full of anxiety. People who lack traffic are thinking about how to start, and those who have traffic always plan how to realize it. When the short video content continues to be output and a lot of popularity is accumulated, the creator will consider how to monetize the traffic. Commercial value is not only the return to high-quality content, but also the motivation for creators to continuously output high-quality content.
Advertising presents the commercial value of short videos, first of all, advertising presentation. Especially worth mentioning is the immersive short video ad format pioneered by Douyin. In the concept of advertising, immersion refers to bringing users into a virtual world that is indistinguishable from the real environment, allowing users to obtain an experience that can only be obtained in a real environment through senses such as vision, touch, smell, and taste. Immersive short video advertising is an extension of this concept. It centers on user acceptance, reading experience, and conversion, allowing users to change from hating ads to not repelling them to being willing to accept and willing to pay. In short video advertisements, Douyin designed interactive details large and small, which can allow users to rapidly increase the level of dopamine in the user’s brain, causing “behavioral addiction”. At the same time, the unpredictable recommendation method allows users to never guess what the next video will be every time they swipe their fingers, so that advertisements can be integrated into short video content to the greatest extent, and users can have a great sense of pleasure. I will not feel disgusted with the insertion of advertisements.
The content is embedded in every short video, just like a miniature film and television series, if there is content, there must be embedded. Content placement is the second largest commercial value brought by short videos. In content placement, there is the simplest line placement, that is, adding the performance introduction or slogan of the brand product into the content; there is also plot placement, such as the passage of “Two cars grab a parking space, the old driver loses the automatic parking Xiaopeng Auto’s automatic parking technology has left a deep impression on people in the short video of “Car”; there are also scene implants, such as implanting products as props or prizes, or placing product billboards as backgrounds. The user’s attention is drawn by stitches.
Contents The outbreak of the new crown pneumonia epidemic has spawned an upsurge of bringing goods to the whole people. Content delivery is becoming the ultimate skill of the two mainstream platforms, Douyin and Kuaishou. This is also the commercial value of short videos that has attracted the most attention. On June 18, 2020, Douyin announced the establishment of an e-commerce department to comprehensively promote its own “Tik Tok Store”. Kuaishou chose to join forces with Jingdong, which is also a Tencent department, and can directly purchase goods on the Jingdong platform in the Kuaishou App without jumping links. The Douyin “Bee Beef” with more than 5 million fans has established a personal brand through a large number of high-quality short video content, and then opened its own store in the Douyin store, offering self-selected products, and also recommended products from other stores. List. This kind of content e-commerce is completely different from traditional e-commerce models such as Taobao and JD. It not only allows merchants to build their own brands, but also provides a low threshold for many short video experts who do not have supply chain capabilities but want to bring goods for cash. Stage.
As a new type of content, Internet celebrity value short videos incorporate multiple expressions. In this new field, leaders will inevitably emerge. Papi sauce and Li Ziqi are among the best. Therefore, the value of Internet celebrity is another commercial value of short video that has attracted much attention. Li Ziqi, who is positioned as a “beautiful kitchen girl in the country”, has captured the two major dividends of content e-commerce and short video overseas, and has quickly become a representative of the new generation of short video experts. Not only has she helped Chinese traditional food culture gain the attention of hundreds of millions of international netizens, she has also been nominated as the “Chinese Farmers Harvest Festival Promotion Ambassador” together with Yuan Longping, which has been widely recognized by the public. Li Ziqi’s snail noodles and other products have also become best sellers in major convenience stores. In addition, the short video also brings the opportunity of becoming popular among the stars. The small coffee show, which focuses on face-to-face conversation, has made Jia Nailiang and other young actors a regular visitor on the hot search charts, and Douyin has become a must-visit “pier” when major record companies launch new people and new songs.
The commercial value of ecologically accelerated short videos is not only reflected in the marketing and promotion of individual creators and enterprises, but also in the acceleration of the entire video software and hardware ecological development. In terms of hardware, various mobile phone brands have comprehensively improved the performance of short video shooting. From picture beautification to video beautification, Samsung, OPPO and other series of new products have introduced video background blur and anti-shake functions, which are welcomed by consumers. And the camera equipment company that has been on the verge of decline seems to have caught the straw. Sony launched the Vlogger series of cameras to challenge mobile phones with high image quality, and won some short video users in the market. In addition, sports cameras such as GoPro, DJI, and Xiaoyi have always had many fans, especially in areas where mobile phones are not convenient to use such as outdoor, diving, and rock climbing. In terms of software, apps such as Meitu Xiuxiu, VUE, Cut Ying, and Love Clip have a large number of users. They use these software to edit, dub, add filters, add subtitles, and add special effects to the short videos they shoot. In the future, more and more excellent short video App developers will enter this area which is still a blue ocean.
How to play short videos
First, choice is more important than effort. Before entering the platform, you must first understand the platform. Currently, short video platforms are mainly divided into three categories. The first category is content platforms based on traditional video sites. They are essentially media and have relatively weak social attributes, such as iQiyi, Youku, Station B, and Zhihu. This type of platform is more suitable for individual creators and organizations that can continuously output periodic program content, and obtain commercial value mainly through platform traffic sharing or customer advertising.
The second category is now the most concerned social platform. From the perspective of traffic attributes, they can be divided into public domain social platforms and private domain social platforms. Among public domain social platforms, Douyin and Kuaishou are far ahead, and Weibo has recently launched its own video account to join this social short video war. On public domain social platforms, publishers should not only pay attention to the short video content they post, but also get to know people through content. Only when there are enough social assets such as the number of fans, the frequency of interactions, and the number of active fans, can you try to monetize through live broadcasts, product recommendations, etc.
At present, there are also some “vertical stars” appearing on public domain social platforms, such as Xiaohongshu, which focuses on beauty makeup and grass notes and short videos, Keep focusing on fitness knowledge and sports check-in, and sharing food and exploring stores Record-based public comment, etc. Although compared with Douyin and Kuaishou, these vertical platforms still have a gap in the scale of traffic, but they will give birth to future industry KOLs (key opinion leaders), so they are worthy of attention.
As for private domain social platforms, the WeChat video account has been heating up in the past six months. Compared with public domain social platforms, private domain social platforms are more like social acquaintances. Friends like your short video content, and his friends may also see it through such third-degree connections. If WeChat users have managed their official accounts, mini programs, and Moments well before, they can form a private domain traffic matrix, connect horizontally, and trigger possible business models.
The third category is the deep vertical e-commerce platform. This type of platform mainly provides short video marketing for companies or individual stores, such as Taobao, Pinduoduo, JD, etc. They basically use the “short + straight” standard configuration, allowing short videos to serve as live broadcast preview, pull new, secondary distribution, and hot search functions. For example, the highlights of Li Jiaqi’s live broadcast on Taobao will be made into short videos for secondary distribution throughout the network. His interactive short videos with Yang Mi, Liu Shishi and others have repeatedly entered the hot search list, further expanding their influence. The prerequisite for choosing this type of platform is to be prepared for long-term live broadcasting. Short video and live broadcast is the perfect partner for planting grass and selling.
Secondly, people are more important than interests. Before making content, you must first determine your vertical persona. At a glance, judging people by their appearance is the underlying psychological logic of short video users. What kind of person you are and what kind of content you will continue to bring, this is what you must let users clearly understand when they first browse your Douyin and Kuaishou homepage. Many and complex content, or running account type records, may reduce users’ attention to you. Even in the name, we must try to make it easy for users to remember. For example, it doesn’t matter what the real name of Douyin’s “Brother Beef” is. What people remember is the simple and powerful psychological cognition of “buy beef, find Brother Beef”.
Finally, and most importantly, persistence is more important than being popular. Persist in daily updates (or at least twice a week) to allow users to develop long-term viewing habits. To do this, it is not just interest, but also planning, and even psychological preparation for continuous investment in the short term. I continued to publish the original series of short videos of “Building a Personal Super Brand 100 Issues” on short video platforms such as WeChat video account. Because of the high update frequency, strong series, and sufficient knowledge, I have been recognized by well-known businesses such as Zhenghe Island Digital Marketing Tribe. The introduction of community reprinting started the commercial realization of knowledge services.
With its three core elements of “short, fun, and social”, short videos are being integrated into the fields of advertising, e-commerce, entertainment, new retail, new infrastructure, and corporate services, stimulating new business value and giving birth to new business models. It has also increasingly become an extremely important marketing promotion channel for marketers, new media marketers, brand owners, and corporate merchants. At the same time, it is also becoming an important way for entrepreneurs, individual creators, film and television stars, etc. to reshape and enhance their personal brands. In the face of any new things, learning is the only way to understand and master them.