A year ago, Papi, who had made short videos with his own self-directed and self-directed fame, became one of the top players in China. The explosion of Papi has once again pushed short video, a content model that has appeared in 2013, to the immediate future of the people, causing a boom in short video content entrepreneurship. Slow people from the leisurely "see picture" became "brush video" all the time.
The development of everything is in keeping with the conditions of nature and time. Short video emerged in China in 2013. After nearly three years of dormancy, it suddenly became one of the outlets in the first half of 2017. Giants and independent platforms were involved in this field, but The gameplay is different: Ali restarts the potato and uses it as a new short video brand. After Tencent abandons microvision, it joins the fast-moving hand. Today, the headline launched an independent short video platform, and Meipai recently announced a commercial liquidation plan.
Short-term video competition is fierce, can the owner of the rivers and lakes sink?
The development of short video has benefited from the development of the mobile internet, which is the same as the development track of live broadcast. It all originated in the United States. In 2011, Viddy, the earliest short video application, came out, and with the gradual popularity of smart phones, 3G networks and wifi networks in China, short video tools and social applications are hot. In 2011, in 2013, Tencent released Microvision to enter the short video field. From the viewpoint of the integrated industry, the development of the short video field has roughly gone through three stages:
1. The potential for short video tools (2012-2014)
Three short video sharing tools: Tencent's Microvision, Sina's second beat, and Mito Xiu Xiu's beautiful beats have appeared one after another. Short video active users have increased significantly. However, due to the fact that content is dominated by low quality content for a few seconds, the short video is “tepid†at this stage.
2. Transition period of short video industry (2014-2015)
4G began to spread, network infrastructure construction speeded down, and the market for mobile video subscribers matured. Short video distribution channels began to diversify, so that in 2014 it was called "China Mobile's short video first year."
3. Short video industry outbreak (end of 2015 - 2017)
Since the beginning of 2016, short videos such as seconds, quick hands, and beautiful shots have developed rapidly. On the whole, with the rise of live applications, product forms have undergone multiple evolutions and the value of content production has become apparent. According to statistics, in 2016, the number of completed short video financing reached more than 30, amounting to as much as billions. Such as the quick hands, beautiful beats, pear videos, second beats, small coffee shows, FaceU, vibrato and so on that started in the second and third tier cities. In 2017, the attractiveness of short videos to capital also continued to increase. Only a few major events occurred in the first half of 2017: Tencent abandoned Weishi as an investment quick hand; Ali turned potatoes into short video zones; today's headline also officially enters short In the field of video, build a short video platform small volcano. Meipai once again announced a new business realization plan.
Why is the short video industry so favored by capital? It is nothing more than the possibility of a variety of business models. The consistent view in the industry is that "short video is the closest media to money." In fact, for video, short video is cheaper to read and is more suitable for fragmented consumption scenarios, and is not easily interrupted. In addition, the short video also breaks the limit that the graphic transmission information is not intuitive and the content is too single. From the perspective of development trend and user acceptance, short video will have a wider market.
Seize the user's attention, fight more than just content
The short video preempts the user's fragmentation time and grabs the user's attention. Currently, there are two types of short video attackers on the market: 1. Mainly attack content, occupy various distribution channels, win with premium content, video content entrepreneurs such as Papi sauce, a video, etc., import traffic through premium content, and advertise Implantation takes place; here it needs to be insightful to the minds and the market, as well as the idea of ​​breaking through the brain's holes in the sky. 2. The construction platform will give full play to the advantages of users' production content, seize high-quality resources, and give users the most user-friendly, most convenient and stylish user experience. Such as fast hand, pear video, small volcano, vibrato, etc., they all belong to the platform side, set up platforms, use quality services and advertising to attract more outstanding creators to enter (PGC) and massive user participation (UGC). Constant output to attract more traffic.
Just as the development of e-commerce requires the maturity of the logistics environment at home and abroad, the development of platform-based short video also requires a solid technical foundation. The characteristics of short video are “short, flat, fastâ€. Video is generally concentrated in 15s-5min. Different from long video such as movie and TV drama, short video content is more in line with current consumer demand for fragmentation. And people's attention is very scattered, and the long buffer time, the Catton, and the unclear picture quality are almost unbearable for today's users. According to statistics, if the video freezes for 2 seconds, 25% of the audience will They tend to give up watching and half of them will leave in 5 seconds.
For the short video platform, the core of operation is how to seize the time of user fragmentation. On the one hand, it needs to quickly occupy a place in the vertical field through its own business model. On the other hand, it needs to complete the technical foundation of the platform.
The first is to ensure a smooth, clear, and stable viewing experience. Short video involves technology: capture, transmission, transcoding, storage, distribution, playback, and other complex processes, each of which is crucial. The short video from the broadcast to the end of only a few minutes or even a dozen seconds, the user's tolerance for Caton low, on the first screen seconds to open a high demand, the first few seconds of the playback experience directly determines the user's perception of the platform.
The second is intelligent transmission, that is, under the support of big data, intelligent management of information and users, etc., to achieve intelligent recommendations, which is an important basis to ensure the user's liveliness and stickiness. In the beginning, short video playback was discontinuous, and now it becomes a short video in the evolution of users and technology. After the end of this video, the same type of video matched by big data will automatically be played. Interesting videos will attract interesting videos. The user has been watching and succeeded in catching the user's eye.
The third is to enhance the user's participation experience. In addition to smooth viewing and smart recommendation, convenient creation and recording of short videos, fast uploading, and other experiences greatly enhance the user's sense of participation. The video-to-play link of the short video combines some aspects of live broadcast and on-demand broadcast but is different. A minute or so of video can reach more than ten M. The upload speed is slow and the success rate is relatively low in a weak network and a volatile network environment. Low, directly affect the enthusiasm of users to create videos.
In the face of complicated technical links and increasingly intense market competition, enterprises need not only to consider the cost of investment, but also to consider the time and cost. After all, this is an era when fast fish eat slow fish. In addition to its own team, the company’s professional behind-the-scenes service providers are indispensable. Video cloud vendors like Yunfan Accelerator, like the behind-the-scenes team of racers, can provide companies with complete and customizable “technology†in the shortest time. Program".
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