From the popularity of last year's fast-handed, to the popularity of this year's vibrato, for a time, the short video market has resurfaced.
With the popularity of mobile terminals and the speed of the network, short video, as a way of disseminating Internet content, has gradually gained popularity among platforms, fans and capital with the spread of content with short, fast and high traffic. So, is this short video market a "wind" or a "wind"?
Shaking tone stirs up the industry pattern, short video vents
Chen Chao is an office worker in Beijing. In the current online buzzword, it is a young man with short video “poisoningâ€. The short video app he loves to play is called vibrato. It was launched in September 2016 and features 15 seconds of vertical screen video. Most of the content producers are ordinary people. On this platform, a unique look, a fun stalk, a beautiful dance, it is possible to get tens of thousands or even millions of likes overnight.
The data shows that the vibrato has been experiencing explosive growth since the second half of 2017. During the Spring Festival this year, the vibrato has increased by nearly 30 million active users, surpassing the watermelon video and the volcano video. In the past April, the average daily active user of Vibrato has reached more than 95 million, and it has been almost fast. (Source: quest mobile)
Chen Chao, a company employee, said that these may be a more fragmented form of entertainment, but it is really a fallacy to sleep, that is, unknowingly watched for two or three hours, a watch may be one or two in the morning.
Short videos have now become a veritable "kill time" weapon. From March last year to March this year, the share of users of short video apps increased from 1.5% to 7.4%, an increase of more than 500%. This directly led to a 5 percentage point drop in instant messaging users in a year.
Ai Media Consulting CEO Zhang Yi: Chinese netizens should say that they have entered the new generation of netizens who are dominated by 00. They are pursuing some new and more unique ways of surfing the Internet, so short video becomes a carrier that these new users rely on.
The industry believes that with the further reduction of traffic tariffs and the arrival of the 5G era, the short video industry will usher in more room for development.
Professional institutions predict that the number of short video users in China will reach 353 million in 2018 (Ai Media). In 2020, the short video market will exceed 30 billion yuan (Eyre).
News feature: What kind of experience is it all night?
In the ecology of the entire short video, consumers with content will have producers of content; professional institutions will have unknown people. So, what kind of experience is the red burst of a short video overnight, and what kind of changes will it bring to life?
Yan Haibao, the net name of the å· ä½Ÿ, his main business is to do mobile phone photography training courses, from mid-March began to release a short video on the vibrato to teach you to take pictures. In the past week, he woke up every morning with a feeling of "popping red overnight."
Short video darling Haibao: One morning I cut a picture and sent a circle of friends, saying that I celebrated my vibrato with 200,000 fans. As a result, I sent another one the next morning and became one hundred in one night. Millions of fans, that day is a special magic.
What I didn’t expect was that on the day of the million fans, he sent a short video that taught everyone to take pictures of his mother. This video on the eve of Mother’s Day made him wake up with more than two million fans.
With the surge in the number of fans, mobile phone brands and photography software have come to the door to cooperate with Yan Haibao. Compared with individual single-handedness, the network red of institutionalized operation can guarantee the continuous output of content and achieve stable commercial benefits. Dyula K is a senior student at Shenyang University of Chemical Technology. She was signed by Onion Video 2 months ago. In less than a month, the fans of Dyula K have risen from 0 to more than 10 million, becoming the first dance master of Vibrato, and now they have begun to commercialize.
Onion video co-founder Nie Yangde: For example, Dyula K, she may say that I am also the brand, this real user of this product, then I may also be able to guide this Tmall store.
Nie Yangde said that the vibrato can now add links and jump directly to Taobao. The purchases reached will be divided into reds according to a certain percentage. The form of advertising in the video is a more mainstream way of realizing. The video of the office Ono is specially customized for advertisers. The most popular one is more than 200 million full-frame broadcasts, and the price of the implant is also a million.
Onion video co-founder Nie Yangde: The characteristics of native advertising are advertising, content, and content is advertising. For example, if we watch this video, you will find that in the process of cooking, the mobile phone has become a prop for me. For example, the process of taking garlic, then we will find that this mobile phone is very resistant to falling.
15 seconds to plant grass short video into a new battlefield marketing
There is a saying in the short video circle: Whoever holds the traffic, whoever has the initiative. With the popularity of short videos, the "two micro-shake" layout of Weibo, WeChat, and Vibrato has become a new standard in some people's eyes. This also means that the short video of users with increasing volume has quickly embarked on the road of commercialization and has become a place of competition for all kinds of capital.
In this tea shop, the reporter’s words have not been finished, and the little brother in the store knows what she is going to do. In fact, this is a short video platform with a red network of fire, but also a hidden menu here. At the height of the fire, milk tea like this can sell dozens of cups a day.
Because of the short video, Taobao will blow the saxophone's sun flower, and only one store has more than 20,000 monthly sales. A hot pot restaurant's net red eating method, more than 30,000 people went to experience. It is precisely because of the huge traffic dividends that many companies have turned their attention to the short video field. As the head of a marketing company, Pan Fei decided to set up a team of dozens of people to specialize in short video creative, gameplay and data, to provide integrated marketing services for companies. This small team shoots short videos within one to two 30 seconds per day based on customer needs.
Peng Hao, head of the short video business department of Lanbiao Media: Its life cycle will probably be one to two weeks. We must think about where our next explosion is, how can we dig up the second from above? A burst point, then this is constantly updated to iterate, update iterations to do so.
Recently, Vibrato has officially opened the door to commercialization. Alipay, Xiaomi and other brands have already settled in.
On May 18th, World Museum Day, the National Museum and other seven cultural and educational units jointly launched the short short video "The First Cultural Relics Conference", which exceeded 118 million in just 4 days. This proves once again. Short video virality. Pan Fei revealed that most companies have begun to test short video marketing.
Pan Fei, CEO of Blue Label Media: I think he is developing into a real entrance. This entrance is the cultural entrance of consumers. The marketing portal of enterprises includes social portals. Once it becomes an entrance, various kinds of Business, the transfer of all marketing budgets, is only a matter of time.
Sniper wars, whether the short video industry will change again
In the interview, the reporter learned that Ali, Tencent and Baidu are now entering the short video market. Coupled with the original short video platform, the market competition is on the verge of exploding, what is the competition for each channel?
Ai Media Consulting CEO Zhang Yi: With the popularity and development of 5G, the socialization around video short video has become the main social way of the new generation, especially after 00. These giants stare at the huge traffic entry opportunity is short video.
In Zhang Yi's view, the short-video field is likely to create the next generation of social products. Socialization is the core territory of Tencent. It is precisely because of this that Tencent has invested in fast-handed, and restarted micro-vision, hoping to build its own fist products in the short video field.
And Alibaba will launch a vertical screen short video app, "to provide more forms and choices for e-commerce practitioners" (Wang Shuai Weibo). Baidu recently publicly stated that it will combine artificial intelligence technology to develop short video fields.
Li Zhongjun, general manager of Baidu Alliance: For Baidu, video editing is also a very important task in our search and information streaming products.
The addition of the BAT Big Three is not good news for vibrato and fast hands. The vulgarization and over-entertainment of content caused by rapid expansion has also brought about regulatory difficulties. Some short video platforms have become the window for micro-businesses to display fake cosmetics and cottage luxury goods. Some merchants openly priced the counterfeit goods under the account number, and some suspected fake videos even got the homepage recommendation.
In addition, the incident of imitating short video injuries has also occurred from time to time, causing many tragedies and farce. In the eyes of the industry, there is still much room for growth in the industry. How to make young people who have been pursuing new things not feel aesthetic fatigue is the biggest uncertainty facing the short video industry.
Chen Chao, co-founder and CEO of Quest Mobile: Because we know that on WeChat, there are now nearly one billion active smart devices per month. Now, according to the data, we can see that the monthly smart device using short video has reached 460 million, so its future ceiling is in a place, which is also our concern.
We used to play imitations with small coffee shows, and we were keen to watch live software for a long time, but these heats eventually cooled down over time. Undoubtedly, the general direction of people's access to information and communication is shifting from graphic to video. But even if the bet is on the track, this hot, will not be a short-lived, waiting for the test of time. (Source: CCTV Finance)
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