In today's city, short videos are everywhere.
Have you found that on the way to and from work, Tik Tok Aauto quickless keeps brushing, having dinner and shopping, holding up the mobile phone and shooting, and online training of various short videos in WeChat group keeps going on; Giants such as BAT have invested in or restarted the short video strategy for a long time, and many entrepreneurs have also devoted themselves to MCN, trying their best to cultivate their online celebrity children to be more successful.
According to incomplete statistics, there were more than 850 million short video users in China in 20 19 years, and it is expected to exceed 10 billion in 2020. Short videos have undoubtedly become the "top stream" of the Internet.
Short video is a new form of Internet content dissemination after text, pictures, audio and traditional video. It combines the previous forms of communication, and meets the expression needs of users more intuitively and stereoscopically. It takes "seconds" as a unit, relying on mobile intelligent terminals to achieve rapid shooting and instant beautification, and share and harvest interactions on social media platforms in time.
The history of short videos is actually the history of the rapid development of the mobile Internet.
20 1 1, smartphones began to be shipped and popularized in large quantities. Some traditional video websites, such as Youku, Iqiyi, Ku 6, etc., added short video content to the newly launched App, but the most popular ones at that time were the live TV series broadcast in "hours" and the micro-movies in "minutes".
However, in March of the same year, a product named "GIF Aauto Quicker" was quietly launched, which did not attract much attention from the industry because of its non-mainstream content. On October 2012165438+10, GIF Aauto Quicker was transformed into a short video community, renamed as "Aauto quickers", and became the first large short video community in China.
20 14 with the further popularization of smart phones, it has become a direct tool for video shooting (high-definition output can be achieved without post-processing of computers), and with the help of WeChat and Weibo, the short video track has become crowded.
Beautiful and second-hand auctions were born. The former relied on a large number of female users of Meitu Xiu Xiu to become a "high-value" short video application, while the latter created a phenomenal product "Little Card Show", which attracted almost all network stars at that time.
20 16 is the first year of short video. The entire short video industry has raised more than 30 times, and the financing amount has reached more than 5 billion yuan. Capital has effectively promoted the proliferation of short video apps. User habits have also shifted from beauty selfies and entertainment teasing to video socialization and original expression.
In September of the same year, Tik Tok came. It cut into the market with young people's audio short video community, and then advanced by leaps and bounds. Aauto Quicker, which has the first-Mover advantage, also announced the breakthrough of daily active users on 20 17 1 1/billion.
From 20 18, short videos entered the "all-round prosperity period". First, there are more and more industry participants, and even mainstream media such as People's Daily and Xinhua News Agency have launched their own short video matrices.
Second, there are more and more ways to realize business, from the early single-flow subsidy to the current brand advertising, live broadcast drainage, e-commerce with goods, knowledge payment and so on.
Third, the business ecology is becoming more and more complete. Production tools, shooting companies, artists' organizations, universities and so on emerge in an endless stream, with the number of MCN reaching more than 6,000, contributing more than 60% of the short video traffic of the whole network, and hatching a large number of short video network celebrities such as papi sauce and Li Ziqi.
First of all, it meets the reading needs of the fragmented era and has high user viscosity.
Short videos are generally between 15 seconds and 5 minutes long, short and pithy, but rich in content, including entertainment humor, social hotspots, advertising creativity, talent display, knowledge sharing, skills learning, street interviews, public welfare education, etc. They are fast-paced, compact, smart and interesting.
Recent surveys show that short video has become the most sticky content choice for users in live broadcast, long video and entertainment live broadcast outside the game.
Secondly, the innovative new generation has become a new mainstream consumer group.
They like to socialize through praise, sharing and interaction. At the same time of consumption, some people want to build their own brands, hoping that they can become a commercial network with goods, talents and popularity. And short videos just meet their personalized and diversified self-presentation needs.
Using your own creativity and creative editing techniques, plus personal views and explanations, you can make refreshing short video content.
Moreover, star idols, social celebrities and so on. It has brought a demonstration effect to the myopia frequency band.
During the COVID-19 epidemic, many celebrities in the entertainment circle were unable to hold concerts and participate in movies, so they all entered various short video platforms to produce content, or conducted e-commerce to bring goods through live broadcast.
With the help of short video as a brand, and then through live broadcast to complete the sales, such a "short+straight" combination boxing has made many entertainment stars quickly jump to the top of the anchor list 100. Driven by star idols and social celebrities, a large number of fans followed up and entered major short video platforms.
At the same time, the favor of capital has also made short videos "successful". Although short video is only 1 min, it is driven by ecology, including content production, network communication technology, traffic operation, recommendation algorithm and so on.
Personalized recommendation using recommendation algorithm is the core competitiveness of short video platform, and this ability is also applicable to any other content recommendation.
Therefore, large companies such as BAT will spare no effort to support short video apps, deepen algorithm research and traffic operations, and gain more and more favor from capital.
For example, Tencent has successively launched 12 short video apps, and the latest online "video number" is also regarded as a breakthrough point of WeChat's "second curve".
Finally, short videos also attracted entrepreneurs and businesses to flock in.
Entrepreneurs have seen the wealth brought by the rapid fame of online celebrities such as Li and papi sauce, while enterprises have seen new communication methods and traffic nodes with consumers and customers.
According to analysis, Tik Tok and Aauto Quicker's "Local Restaurant Ranking Recommendation" diverted a considerable number of users from public comments. The investment of 100 yuan can increase the number of short videos watched by nearly 100 users, and also reduce the cost of commercial promotion to a record low.
This is a world full of anxiety. People who lack traffic think about how to start day and night, and people who have traffic always plan how to achieve it. When short video content continues to be output and accumulates a lot of popularity, creators will consider how to achieve traffic.
Commercial value is not only the reward for high-quality content, but also the motivation for creators to continuously export high-quality content.
1. Advertising display
The commercial value of short video is first of all advertising presentation. In particular, Tik Tok pioneered the form of immersive short video advertising.
In the concept of advertising, immersion refers to bringing users into a virtual world that is no different from the real environment, and allowing users to obtain experiences that can only be obtained in the real environment through senses such as vision, touch, smell and taste.
Immersive short video advertising is an extension of this concept, which takes the user's acceptance mode, reading experience and transformation as the central point, so that users can change from hating advertisements to not rejecting advertisements and become willing to accept advertisements and pay the bill.
In the short video advertisement, Tik Tok designed interactive details, which can make the dopamine level in the user's brain increase rapidly, leading to "behavior addiction".
At the same time, the unpredictable recommendation method allows users to never guess what the next video will be every time their fingers slide, so that advertisements can be integrated into short video content to the maximum extent, which makes users feel great pleasure and will not be disgusted with inserting advertisements at all.
2. Content implantation
Every short video, just like a miniature film and television drama, has content, so it must be embedded. Content embedding is the second largest commercial value brought by short videos.
In content implantation, there is the simplest line implantation, that is, adding the performance introduction or advertising language of brand products to the content; And plot implantation. For example, through a short video of "two cars grab the parking space and the old driver loses to automatic parking", Xpeng Motors' automatic parking technology left a deep impression on people; There are also scene implants, such as implanting products as props or prizes, or arranging product billboards in the background to attract users' attention.
Step 3 be satisfied with the goods
The outbreak of the epidemic in COVID-19 has given birth to the upsurge of bringing goods to the whole people. Content delivery is becoming a unique skill of Tik Tok and Aauto Quicker, which is also the most concerned commercial value of short video at present.
On June 18, 2020, Tik Tok announced the establishment of an e-commerce department to fully promote its "Tik Tok Store". Aauto quickless chooses to join hands with JD.COM, who is also a Tencent department, and can directly purchase products of JD.COM platform in the Aauto Quicker App without jumping links.
Tik Tok Big V "Beef Brother" with more than 5 million fans established a personal brand through a large number of high-quality short video content, and then opened his own store in Tik Tok to provide products of his choice. The products of other stores also joined the recommendation list.
This kind of content e-commerce is completely different from traditional e-commerce modes such as Taobao and JD.COM, which not only allows businesses to establish their own brands, but also provides a low-threshold stage for many short video experts who do not have the supply chain ability but want to realize their goods.
4. Network celebrity value
Short video, as a new content type, combines various forms of expression. In this new field, leaders are bound to appear. Papi sauce and Mei Ziqi are among them. So the network celebrity value is another commercial value of short video.
Li Zikai, who positioned himself as "beautiful countryside Chef", seized the two dividends of content e-commerce and short video going to sea, and quickly became the representative of a new generation of short video experts.
She not only helped China's traditional food culture gain the attention of hundreds of millions of international netizens, but also was nominated as the "China Farmers Harvest Festival Promotion Ambassador" with Yuan Longping and others, which was widely recognized by the public. Li Ziqi brand snail powder and other products have also become the best sellers in major convenience stores.
In addition, short videos have also brought opportunities for performing stars to turn red. The lip-synching of Kaxiu made Jerry and other young actors become frequent visitors to the hot search list, while Tik Tok became a "dock" that major record companies must worship when launching new songs by newcomers.
5. Ecological acceleration
The commercial value of short video is not only reflected in the marketing promotion of individual creators and enterprises, but also in the acceleration of the ecological development of the whole video software and hardware.
In terms of hardware, all 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.
The camera equipment company, which has been on the verge of decline, seems to have seized the straw. Sony launched VLOGER series cameras, challenging mobile phones with high quality and winning the market of some short video users.
In addition, sports cameras such as GoPro, DJI and Little Ant have always attracted many fans, especially in areas where mobile phones are inconvenient to use, such as outdoor, diving and rock climbing.
In terms of software, Meitu Xiu Xiu, VUE, Clipping, Love Clipping and other apps have a large number of users. They use these softwares to edit, dub, add filters, add subtitles, add special effects and so on.
In the future, more and better short video App developers will enter this field that is still a blue ocean.
First of all, choice is more important than effort. Before entering the platform, be sure to understand the platform. At present, short video platforms are mainly divided into three categories.
The first category is content platforms based on traditional video websites, which are essentially media with weak social attributes, such as iQiyi, Youku, Bili Bili, Zhihu and so on.
This kind 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 the most popular social platform now. In terms of traffic attributes, it can be divided into public social platforms and private social platforms.
Tik Tok and Aauto Quicker are far ahead in the social platform in the public domain, and Weibo recently launched its own video number to join the social short video war.
On the social platform in the public domain, publishers should not only pay attention to the short video content they publish, but also know people through the content. Only when you have enough social assets such as the number of fans, the frequency of interaction, and the number of active fans can you try to realize it through live broadcast and product recommendation.
At present, there are some "vertical new stars" on the public social platform, such as Little Red Book focusing on beauty notes and short videos, KEEP focusing on fitness knowledge and sports punching, and public comments focusing on food sharing and store exploration records.
Although these vertical platforms still have a gap in traffic scale compared with Tik Tok and Aauto Quicker, they will give birth to future industry KOL (Key Opinion Leader), so it is worthy of attention.
In terms of private social platforms, the number of WeChat videos that have been warming up in the past six months. Compared with public social platforms, private social platforms are more like acquaintances socializing. Friends are full of praise for your short video content, and his friends may also see it spread through such three-degree contact.
If WeChat users have managed their official WeChat accounts, applets and friends circle before, they can form a private domain traffic matrix, which can be opened horizontally and trigger possible business models.
The third category is the vertical depth of e-commerce platform. Such platforms mainly provide short video marketing for enterprises or individual shops, such as Taobao, Pinduoduo and JD.COM. They basically adopt the "short+straight" standard, so that short videos can serve as live broadcast, innovation, secondary distribution, hot search and other functions.
For example, the highlights of Li Jiaqi's live broadcast on Taobao will be made into short videos, which will be spread twice in the whole network. His interactive short videos with Yang Mi, Liu Shishi and others have been on the hot search list for many times, and their influence has been further expanded.
The premise of choosing such a platform is whether it is ready for long-term live broadcast. Short video plus live broadcast is an excellent partner for planting grass and selling goods.
Secondly, people are more important than interests. Before making the content, be sure to determine your vertical design.
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 are things that you must make clear to users when they browse your Tik Tok and Aauto faster homepage for the first time.
A lot of miscellaneous content, or a running account record, may reduce users' attention to you. Even in naming, try to make it easy for users to remember.
For example, it doesn't matter what the real name of Tik Tok's "Beef Brothers" is. What people remember is the simple but powerful psychological cognition of "buying beef to find beef brother"
Finally, and most importantly, persistence is more important than popularity. Sticking to watching it every day (or at least twice a week) can make users form the habit of watching it for a long time.
To do this, we need not only interest, but also planning, and even be prepared for continuous investment in the short term.
Continue to release the original series of short videos of "Building Personal Super Brand 100" on short video platforms such as WeChat video number. Because of the high update frequency, strong series and many dry goods of knowledge, it was reprinted and introduced by well-known commercial communities such as Zhenghe Island Digital Marketing Tribe, and the commercial realization of knowledge services began.
Short video, with its three core elements of "short, interesting and social", is being integrated into the fields of advertising, e-commerce, entertainment, new retail, new infrastructure, corporate services and so on, stimulating new business value and giving birth to new business models.
It has increasingly become an extremely important marketing promotion channel for marketers, new media marketers, brands and enterprises. At the same time, it is also becoming an important way for entrepreneurs, individual creators and movie stars to reshape and enhance their personal brands.
Facing any new things, learning is the only way to understand and master them.