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If you want to play short videos, you also need to know these
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Mobile video is coming of age. The " Mobile Internet Spring 2017 Report" recently released by data service agency QuestMobile stated that the total monthly scale of mobile video users, including online video, live streaming , short video and other sub-sectors, exceeded 1 billion for the first time, a year-on-year increase of 36.5%. If entrepreneurs use the "positioning theory" proposed by American strategic marketing expert Jack Trout, they will regretfully find that in the field of short videos, consumers' minds have been occupied by Meipai and Kuaishou . The former has monopolized the beauty of urban white-collar workers, and the latter has become a tool for small town youth to record their lives. When the vast majority of netizens are deeply involved in it, the mobile video industry has entered a new stage of "three transformations" of capitalization, functionality, and socialization . The solidification of the industry structure means that leading companies are also seeking breakthroughs and widening the gap with their competitors. 01 Capitalization: High thresholds for users and funds There are very few opportunities left for newcomers. Data from QuestMobile and Analysys Qianfan show that Meipai, Kuaishou, Toutiao and Weibo are the "four giants" that have emerged and have built a high threshold in the field of short videos. From the perspective of user threshold, having over 100 million registered users and over 10 million monthly active users have become the most basic requirements for becoming a mainstream short video platform. In 2014, Meipai’s user base exceeded 100 million within 9 months of its launch. In January 2017, Meipai’s monthly user base exceeded 160 million. At that time, smartphones and 4G were experiencing explosive growth. Companies represented by Meipai quickly seized this opportunity and successfully secured a position in the short video market. From the perspective of capital threshold, operating a short video platform with over 100 million active users per month also requires high capital costs, of which bandwidth costs account for a large part. The number of viewers on video websites and the amount of bandwidth required have increased at the same multiple. That is, if the number of viewers increases 100 times, the bandwidth cost will also increase 100 times. The monthly bandwidth cost of mainstream short video platforms is in the tens of millions or even over 100 million. The high entry threshold forces BAT to spend lavishly when planning their short video business: recently, Tencent led the D round of financing for Kuaishou at a cost of US$350 million, Alibaba invested 2 billion to build the Big Fish Project, and Baidu led the B round of financing for Renren Video, all of which show that short video is no longer a small market for fun. 02Functionalization : More than just entertainment Entertainment alone can no longer meet user needs. In addition to serving as a filler for consumers' fragmented time, a short video product also needs to have some practicality. Therefore, some leading short video platforms often add some practical functions when upgrading their APP. This is one of the secrets behind Meipai's rapid rise in the short video field. On April 24, Meipai's innovative video gameplay "Changeable Background" started public beta. This feature allows users to add dynamic backgrounds and cute expressions in real time during video recording, or directly import "custom backgrounds", making the video performance richer and more interesting. This is also the first software in China that can complete real-time and accurate foreground and background segmentation and processing. In "Changeable Background", the time left for software processing from acquiring data from the camera to displaying the final effect is only 0.03 seconds at most. In this moment, at least six technical processing steps must be completed: portrait recognition and segmentation, spatiotemporal edge processing, background replacement, real-time beauty and reshaping, and AR effect addition. Zhang Wei, CTO of Meitu , said that this gameplay applied the latest real-time video segmentation technology of Meitu Imaging Lab. This technology achieved very high segmentation accuracy through deep neural networks and handled edge details such as hair more meticulously. In addition to the ever-changing backgrounds, Meipai has previously launched three social gameplays, including cute expressions, 10-second posters, and decibel challenges. The powerful functionality has enhanced Meipai's special status and differentiation among the top short video platforms, quickly widening the gap with other platforms and forming a distinct brand memory. This powerful gameplay fits the current young generation's desire for novelty and change. Through imitation and updates among young people, it achieves rapid growth in user scale, user stickiness, and user-generated content. 03Socialization : UGC is king Currently, the transition of social language from text and pictures to videos has become a major trend on both sides of the Pacific. In the United States, Snap, a self-proclaimed camera company, has put Facebook on edge; in China, Meipai's hundreds of millions of monthly active users are catching up with WeChat and Weibo. What poses a real threat to the previous generation of mainstream social platforms is the increasingly powerful social wings of Meipai and Snap. Meipai may be the only short video platform that can stand out on its own without relying on WeChat or Weibo for traffic. Jackson, who became famous in the recently hit online variety show "Let Go of My Baby", initially became famous through a video his mother posted on the Meipai platform, which recorded the growth of Jackson and his brother Zhou Zexi. The brothers' cute looks were quickly expanded from their social circle of relatives and friends to that of strangers, making them video experts. These videos uploaded by ordinary people constitute the real bits and pieces of the Meipai world. As of the end of 2016, Meipai users had uploaded more than 510 million videos on a variety of topics, making Meipai the most important UGC short video platform. Today, Meipai has become the most active social platform for those born after 2000. In January 2016, the proportion of users born after 2000 on Meipai exceeded that of users born after 1980. Soon after its launch in 2014, Meipai underwent a transformation in its positioning: from a tool- based APP to a social APP. When the positioning strategy was successfully turned to social networking and the barriers between social networking among acquaintances and social networking among strangers were broken down, the interaction between Meipai users showed exponential growth. Since its launch in May 2014, the activity of Meipai users has continued to increase. In 2016, the average time each user spent on Meipai per day was approximately 28 to 36 minutes, compared to 15 to 27 minutes in 2015. As of October 2016, Meipai's video views exceeded 7.9 billion, the number of likes reached 4.6 billion times per month, and the number of interactions reached 150 million times. 04 Three Breakthrough Suggestions for Short Video Platforms Today, almost all Internet apps with large traffic volumes are eager to have social attributes, so Alipay never gives up various attempts. Toutiao quietly launched a quasi-Weibo function. Strong social attributes not only help increase user stickiness, but also facilitate subsequent commercialization. This is a well-known principle, but deviations often occur in specific operations, largely due to a lack of consideration for user psychology. The golden rule of marketing in the last century: "The customer is always right" is still applicable in the bit age. So how to become a good short video platform? From the user's perspective, at least the following three points must be achieved: First of all, users need to feel involved. In the past, on traditional video sites represented by iQiyi and Youku, the relationship between users and platforms was one of "watching and being watched", and they mostly replaced the functions of television. However, on emerging short video platforms represented by Meipai, users and platforms have an "interactive relationship", and users not only participate in content production, but also receive feedback from the social networks accumulated on the platforms. Secondly, users should have a sense of fulfillment. There is no need to elaborate on Maslow's five-level theory of human needs. The most typical example is that Meipai adds the text "Director XXX" after each video, which is largely to help users achieve the highest level of needs - self-realization. The recently released "Changeable Background" is also designed to allow users to experience an immersive experience similar to that of the protagonist in a science fiction movie. Finally, don’t over-consume users, especially celebrity users. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Popov is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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