What do I think? What do I think? Forget it, it depends on my mood. I'm still curious about the change of gif this time. When I first saw it, my first impression was not bad. I wonder why so many people spray. However, in the way of thinking of a product dog, the first impression is nothing, so I sent a Weibo asking what the reason is for spraying gif new rules, and I want to know about the unknown user scene.
I quickly collected more than 100 comments, which was a curse. Now I understand the situation and analyze it with you.
First of all, Weibo's main action this time is to convert gif pictures into video format. Because gif is loaded at one time according to the rules of pictures, when I encounter several M-sized moving pictures, I often wait for half a minute in the subway to see a picture. After converting to video format, it is loaded in batches according to the rules of video, and the opening speed is much faster.
Secondly, after gif is converted into video, according to the modern video compression algorithm (gif algorithm is quite old), the file size is smaller, and both users and slag waves save traffic.
How did this good thing turn into a bad thing?
Instant cooking.
Instant cooking.
Instant cooking.
Weibo's video part cooperates with Secondshot, and adopts disgusting continuous broadcast interaction in video playback, and automatically plays the next one as soon as it is finished. The advantages are: first, increase the amount of play, and the second shot data looks good; Second, if users are used to continuous broadcasting, it is convenient to insert advertisements in the future. After all, short videos are difficult to patch themselves, and it is better to insert advertisements in the middle of continuous broadcasting.
I personally hate Weibo's video continuous broadcasting, but there is no data to prove that it is a failure, and most users do not accept continuous broadcasting. This matter depends on data analysis, not on others, and the diversity of user scenarios is unimaginable. Besides, even if it really fails, even if it is automatically broadcast once, it will double the KPI, right? Second-hand recently raised $500 million, and shareholder slag wave has the power to push up its data.
So what is the relationship between video continuous broadcasting and gif?
After gif turned to video, it followed the routine of continuous broadcasting. It may be intentional, or it may be technically difficult to distinguish, which has brought many bad effects.
1, gif, it is very common to mix pictures together. Switching pictures left and right, switching gif videos up and down, the interaction is disgusting, disgusting to the extent of endangering social security.
2. The content of 2.gif is diversified. Some rely on loop playback to achieve special effects, or rely on multiple playback to let you see the key points. Turn to the video, play it once, and immediately jump to the next one, and the effect will be gone.
I would also like to explain here that judging from the reaction of sexually assaulting CEO Weibo, Zhabo mainly considered the situation of "multiple gif big pictures", such as 9 funny pictures and 9 beautiful pictures. Gif itself is a video clip, and the continuous playback experience is quite good, which is also the reason why my first impression is good-I just saw the movie clip gif of 9 parties. But the slag wave obviously ignores other types of GIFs, especially those with small size and short time. When promoting one kind of experience, it hurts another kind, and the promotion effect is not obvious, but the damage is considerable.
3. On the bright side, it used to be gif, and clicking on it is video. There is no corresponding psychological expectation, which brings two kinds of results. First, fuck, why is this video silent? Second, oh, fuck, why is the music in the background broken? After the shock, swearing.
4. Looking at gif was just like looking at pictures. Psychological controllability is very strong. After changing the video continuous broadcast, the outside of the picture is a nine-square grid style, and the internal default is to slide left and right. Click Open, huh? Actually, it's just switching up and down To make matters worse, browsing has no boundaries and is endless, and it is easy to cross the border to irrelevant content, and the interaction between up and down is not as convenient as before in content positioning. This rudely stifled the psychological controllability of the past.
5. Watch Weibo's video, and it will automatically play continuously after the broadcast. Users are used to it and will cut it as soon as they see the continuous broadcast. However, multiple GIFs naturally need to be played continuously, which means that "continuous playing" cannot be used as a prompt signal for "cutting off". It was broadcast, oh, how the fucking style of painting changed, and then I realized that I had jumped to an irrelevant video after the gif was released, which had to make you feel uncomfortable before I could intercept it. Oh, fuck, Weibo is such a bitch.
6.gif will be played in video style, and the picture will become smaller.
7. Saving gif is inconvenient.
8. Some GIFs have been repeated N times because the time is too short. For example, repeat 3 times, 3 seconds each time, and then recycle. I used to cut a paragraph whenever I saw the content repeating. After switching to continuous broadcast interaction, I was completely forced. I didn't play it automatically, I just kept repeating it. Oh, shit, what happened? I met this last night.
9. In the continuous playback setting, gif is recommended after gif, probably because "sudden noise" will scare users. But you said I might lose it even if I watched the video continuously. What's the point of watching 20 unrelated GIFs in a row? Does it make sense? Does it make sense? Want KPI and shameless?
10, some bugs when it was first launched, for example, some GIFs failed to be converted into videos and could not be played.
@ Zheng Yun summed it up in one sentence: "On KPI of killing PM in Weibo".
How to develop next? Gif-to-video does not affect Weibo's core interests like feed stream, and Zhabo may not insist. If users scold too much, or the number of gif views drops significantly, why take the blame for the second shot? One solution is to deal with the interaction from gif to video separately, according to the previous picture frame; One solution is to roll back the version, and gif does not turn over the video. How to choose specifically, I estimate it is determined by the cost of research and development.
Of course, there is another possibility that users will get used to it after a month of scolding, and will not scold it as "forbearance in the ground and forbearance in the sky;" One day both will end, and this endless sadness will last forever. " . So Zhabo once again unilaterally declared victory.
Also, this article only took 50 minutes to write 1800 words, praising myself, I was really quick.
Finally, CEO Weibo commented on this article:
Don't carry this pot on the second beat. It is Weibo who wants to try the direction of PGC's long gif and use gif as a professional big content tool. However, the product manager acted too hastily and didn't give good guidance, so he should be spanked.