With WeChat's update of the online 10S short video feature, the concept of short video has caught fire. The most beneficial should be tool-type short video (Faceu, beautiful shot), just at the end of the year surprise a hot.

Think of the short video products you've done before, you can't help but feel it. I want to write my own opinion on the two hot spots of short video and live broadcast.

The current situation and direction of short video I think the current short video products are divided into three directions: tools, content information, community

First, the tool class

Representing products: faceu, snow, stars, small curry show, WeChat video

Product Value: Provide templates to reduce the cost of short videos for users. Authored content is distributed to other social platforms

Reasons for the fire:

Mobile Internet dividend. People are willing to spend more time and money on smartphones, and more fragmented time can be spent on mobile phones

Short video itself carrier advantage. Short video is a way of communicating more intuitively than text and pictures, and users are increasingly willing to express themselves on the platform

Mature transmission technology. Uploading and downloading videos is fast, sending videos to watch videos also doesn't consume much traffic

Template-like short video tools greatly reduce the threshold for creating an interesting short video

Off-the-go communication platform. WeChat, Micro-blog this kind of social channels, attract users have enough motivation to create short video distribution, and achieve a good dissemination impact

Limitations:

Recreational tool products, it is difficult to maintain stable and active. Often by a few burst templates to catch fire, but as the hot spot cools down, product activity drops rapidly

Users use low frequencies. Creative video itself is not a high-frequency demand, most of the time is really a specific point in time such as holidays, holidays will want to shoot a video to play

High maintenance costs. Template types need to be constantly updated and keep up with current hot spots to engage users to continue using your product

Directions:

Content platform. Vertical content platforms, find user groups, and deliver content they're interested in. Users come here to see the video he wants to see. But this personal feeling is not suitable for entertainment tool-type short videos

Community/Community. First of all is also fundamental, product play must be fun, can attract users to play up, willing to spread. Secondly, let the star network red play first, they are excellent communication channels, can drive fans to play together, seize the opportunity in WeChat, Micro-blog this hot platform first fire up. Finally, let Net-a-Cross author content on your platform. Two ways: 1) platform creation network red, contract system. It is required to have the ability to cultivate and produce net red. Wang Si Cong recently in the production network red project 2) platform has the value of retaining net red. Two points: the ability to cash in, fan attention. Realization can think of the platform as a third-party connection advertisers and online red, and can make advertising have a better form of display, reference from YouTube;

Second, content class - news media class

Representing products: Today's headline short video, second shot

Product Value: Vertical boutique short video, access to information. Value is similar to news, users will want to see what hot news is latest every day. Belongs to a media property

Reasons for the fire:

Vertical content, high quality. Most of today's headlines are short videos that capture classic clips from popular TV and variety shows. For consuming enough time, you don't have to watch a 40-minute TV to see the point directly

Limitations:

High operating costs. Content copyright, channels, video interception. Copyright is always a big cost

Poor interactivity. Users have weak resonance with industrial video content and no social desire

Direction: Encourage original video to solve fundamental problems from the video supply side

Third, the community class - content and social. Verticalize the original content sharing platform

Representative works: beautiful shoots, fast hands, small shadows

Product value: net red mode and fan effect, high viscosity and high activity

Reasons for the fire:

Net-a-Go manufacturing content. Video producers who can output high-quality capacity turn into net red. Available on the platform: Fan attention, ability to cash in

Fans are active in contributing

Platform cashing ability: gifts, rewards

Limitations:

Valuable short video costs high. Such as the beauty of the red people, are special or can share valuable information to fans. And there aren't many of these sharers

Video blogger loyalty

Already stable communities, how to improve the ability to be active and cash 

The short video market is saturated. At present, community-type short video, has been shot, fast hands, fire shadow occupation. As a new similar product, the target users are all re-combined, it is difficult to develop a hot market

Development limitations. Many short videos start with tools, such as faceu, but it's hard to convert from a tool to a community

The cost of getting users is high. A variety of social products are constantly born, but as an ordinary user, the existing products have met my social needs, why spend more energy on a new product

Direction: Live

The status quo and direction of the live broadcast is one of the hottest topics in 16 years. Full name live-streaming era

Product value: I think the fundamental value is a strong ability to cash out, the network red halo

Reasons for the fire:

Net-a-Go red, fans, cash. More cash-out capability than short video. At present, most of the live broadcast platforms are stars and professional anchors, asking for gifts

User value is magnified in both directions. For video producers, the ability to cash in is high, and the attention is high. Feel that "everyone can be a net red", video recipients, social ability more direct, direct interaction with the host, to meet the star-chasing psychology

At present, the social network red - make money bubble, so that many people feel that if there is a chance to be the net red is the opportunity to make money, the urgent need for a channel to show themselves

Live streaming in the form of real-time interactivity. In a social experience, it's better than a short video

Limitations:

Live content is harder to produce. Really valuable information, users will spend time to see, resulting in live follow-up cash conversion. After watching a data, the current live broadcast platform, more than half of the users, are watching within 3 minutes on the closure of the live broadcast. With a red face, viewers get tired

Anchor loyalty. The anchor is the content