At present, most large MCN organizations with content production capacity adopt online office mode. Because they are all in team combat mode, it is far less convenient in the office after all the communication is transferred to the Internet. "Originally, everyone was sitting in the office and working together. A vertical number may be taken in two or three hours, and then handed over to the editor immediately. Now the efficiency is naturally not as good as before. 」

"Many talented people have no shooting ability or shooting conditions, and makeup, lighting and props can't be solved. These people can't shoot at all. Some of them can't be filmed because of isolation or inconvenient transportation. 」

As a result of the reduction of content, the number of advertisements that rely on it will also decrease. Not to mention the economic losses caused by the epidemic, even if there is a distribution demand, the communication cycle and operation difficulty will greatly increase.

The Spring Festival has always been the peak of traffic in the short video industry. Coupled with the special situation this year, the growth of market flow is beyond doubt. But what is overlooked by many people is that traffic does not directly bring revenue.

"Traffic will definitely go up, but that is the increase in market traffic, including many advertisements for the perfect diary these days, because everyone is brushing their mobile phones. But for institutions and talents, the amount of advertising is definitely reduced. No matter how high the traffic is, the revenue will not change much. Even if you like a million videos, but you can't shoot an advertisement in ten videos, it's all self-inflicted. The market flow is good, but customers can't get in, so business will not improve. 」

"Advertisers dare not spend money, and the short video advertising business will definitely shrink. In addition, many small and medium-sized enterprises are facing the risk of bankruptcy, and many physical industries are unwilling to spend money. 」

For advertisers, they also need to bear double risks including traffic and word of mouth, especially small and medium-sized advertisers with insufficient budget.

The second is word of mouth and public opinion risk. "Because the form of public opinion on the whole network is sharp now, it is easy to have negative word-of-mouth such as' rich country Qiang Bing' and' eating steamed bread with human blood'. At this time, if you vigorously promote it, it is easy to be reviled and the money spent is easy to waste. 」

However, in this case, some brands are suitable for marketing, and brands such as disinfection, oral care and cleaning daily chemicals are suitable for doing some publicity. As long as the content is appropriate, it will have a more positive effect.

E-commerce live broadcast also ushered in the peak of traffic this holiday. In order to recover offline losses, many enterprises regard live broadcast as one of the important online compensation strategies, but at the same time they are also faced with interference from other external factors:

First, you want to buy it, but you won't get it for a while because of logistics.

However, during the epidemic period, certain categories of products will be very popular. At present, many live broadcast rooms tend to choose products such as health and fitness, and snacks, drinks, toys and fast food products related to home economy are also very popular.

In addition, major platforms have also introduced traffic and subsidy measures. On the 4th, JD.COM announced that it would launch a live broadcast subsidy program for the categories that are in strong demand during the epidemic, and subsidize the live broadcast of fresh food, catering, personal care and other categories.

When Taobao announced the cancellation of activities in February, such as Tmall's school season, Tmall's Valentine's Day, and Tmall's spring rejuvenation. , the theme activity of He Xinchun broadcast by Taobao and the live broadcast activity in February are all going on normally, and the platform has also given a number of on-site resources and traffic blessings.

The impact of social events on the industry is undoubtedly huge, and practitioners have expressed some concerns. It is expected that a 20% decline in the first quarter performance is possible. The life of MCN organization in the head is still slightly better. For small and medium-sized institutions, improving the ability to cope with risks may be the positive significance brought by this epidemic.

Fortunately, the short video industry, where market rivals hold traffic, is full of confidence. This holiday season, the war to grab users' attention and strive for a huge traffic pool has been burning in the field of short video. A positive expectation for the future is a necessary condition for the development of the industry.

Aauto handed over a beautiful report card in CCTV Spring Festival Evening, and 65.438+0 billion cash-filled red envelopes brought 63.9 billion interactions, far exceeding the small target of 300 million DAU. Although Tik Tok was vomited by users in the activity of collecting 500 million cards, the free online premiere of Lost in Russia surprised everyone.

It has always been the WeChat of Buddhism, and this Spring Festival has not been idle. The short content form that has been published for a long time has finally met with you. Unexpectedly, it was expected that the WeChat video number function was officially launched. A female compatriot's short video of micro-vision also took out 65.438+billion red envelopes, and WeChat and QQ wallets can be directly withdrawn, which is the most user-friendly one in this year's red envelope war.

Challenges mean opportunities, and every crisis will bring great changes. To give an example that has been repeatedly mentioned recently, during the SARS period in 2003, Alibaba launched Taobao when the company was isolated and all employees worked from home. JD.COM was also forced to transform into an online mall. The impact of the epidemic on the industry is inevitable in the short term, but what can be achieved is that the spring of the short video industry is still on the road.