Is Papi Jiang really hard to replicate?
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The short video industry started to boom in 2016. Kuaishou became popular, Papi Jiang received tens of millions of investment , "Yi Tiao" was valued at 200 million US dollars, Yixia Technology planned to invest 1 billion yuan to make short videos, Baidu and Toutiao each invested 1 billion yuan to establish a content fund, especially focusing on short videos, all of which are examples. In 2017, platforms such as Toutiao and Tencent have increased their investment in short videos. Toutiao obtained the copyright of the Chinese Super League short videos, and Tencent announced a few days ago that it would subsidize short video and live broadcast authors with 1.2 billion yuan. Not long ago, when Entrepreneur & iHeima interviewed Inke Live CEO Feng Yousheng, he also said frankly that when live broadcasting as a form of data growth is facing the dilemma, short videos are his next step. Undoubtedly, in 2016, when more than 30 short video financing events took place, the capital fever was just a prelude . It is reported that within one year, Miaopai achieved a more than 20-fold increase in video playback volume. By the end of 2016, the average daily playback volume of Miaopai exceeded 2.5 billion, and the average monthly playback volume exceeded 50 billion. The rapid growth momentum is difficult to match by other media forms. Many people may regard the $500 million financing event of Yixia Technology as the peak of the development of short videos. However, in the vision of Wang Liuquan, the founder of Jike Video, short videos are still on the eve of an explosion. As the three ports of content production, distribution and consumption are relatively mature, he predicts that short videos will completely explode from the second half of 2016 to the first half of 2018 . So, what kind of team is more likely to stand out in the era of short videos where many teams are competing against each other? Do small content producers still have opportunities on the platform? Where is the better path from traffic to monetization? We tried to start from the three key links of short video production, distribution and monetization to sort out the jungle laws for the survival of current short video content providers. 1. Top content cannot escape professional production As a short video organization that has become popular on QQ Space, "Chen Xiang Liu Dian Ban" attracts the public's attention with a few minutes of light-hearted, humorous and reversal storylines every day, and thereby gains tens of millions of views for each issue. In the eyes of founder Chen Xiang, all this is not simple. "We have four screenwriters, and each time they come up with a large number of topics, but more than 80% of the topics cannot pass the review. In addition, after the film is released, there is a screening mechanism that requires more than half of the votes, so many videos that have been shot may not be broadcast." Chen Xiang told Entrepreneur & iHeima. In addition, during the filming process, the actors used by Chen Xiang at 6:30 were not from the grassroots as many people imagined. They included "Uncle", "Mao Tai", "Tui Tui", "Mushroom Head" etc., all of whom were actors Chen Xiang had frequently worked with at Yunnan TV Station. For example, there is an uncle whose catchphrase is "your sister's". What is not well known is that this "uncle" is actually a veteran actor who has participated in the filming of many well-known film and television works, including playing Master Kurong in Zhang Jizhong's version of "Demi-Gods and Semi-Devils" in 2003 and playing the middleman of a drug trafficking group in "The Mekong Case". "First of all, we have the ability to develop content, and at the same time we have a sense of the market and know what kind of content can attract users." Wang Liuquan, the founder of "Ji Ke Video", who also came from the media, told Entrepreneur & iHeima. Wang Liuquan introduced that for the Business Figures series on Jike, an interview with a guest usually takes about 2 hours, but the final script is only kept within 1,200 words and controlled within 3 minutes. Therefore, it is very important to control the information points within a limited time. In order to convey a core point, sometimes you have to add a little punchline every 3 seconds, 10 seconds, or 15 seconds. Another interesting story is that early short video platforms only allowed a plot length of 8 seconds. When Chen Xiang Liu Dian Ban was shooting a video, he would often add a few seconds. When he couldn't reduce it, Chen Xiang decided to speed up the sound, which resulted in the voice changing that Papi Jiang usually uses. 2. Platform opportunities brought by refined operations Since last year, various content platforms have been increasing their investment in short videos by nearly 1 billion units. How to "make good use" of the money and channels in their hands has also become an issue that short video content providers must consider. In this regard, Chen Momo, investment director of Yuanjing Capital, believes that the boundary between content and platform parties may become increasingly clear. Platform parties will be more inclined to use technical methods to solve viewing experience problems, while content producers will focus on the content supply chain, including talent training, production links, subsequent media library assistance, or batch commercial operation processes. As the division of labor becomes increasingly clear and the platform focuses on investments in technology, capital, etc., it becomes particularly important for mid- and tail-end content to gain potential energy with the help of the platform. Take the short video media RiRiZuo from Hong Kong as an example. When it was cold-started in the mainland, its founder Zhu Jiaying cooperated with the platform and gave iQiyi exclusive broadcasting rights. iQiyi provided RiRiZuo with multiple promotion channels , including video playback on screens in high-speed rail stations and airports in Beijing, Shanghai, Guangzhou and Shenzhen. This helped RiRiZhu achieve its first rapid increase in traffic. Since then, RiRiZu has used Youku to spread its videos in subway stations and subway cars in more than 30 cities, bringing in more traffic support. Obviously, joining the platform is just the beginning. Occupying platform channels through a variety of strategies, including various screens, is the important path for short video content providers to survive. In this area, Liu Fei, the founder of Hexiangufu, carried out targeted distribution and operation based on the importance and temperament of the platforms. "One of our programs may have four or five titles and content summaries. At the same time, for some video platforms, we will upload the program in its entirety. For some short video platforms, we may be more particular and cut five minutes into two or three minutes, and then distribute it after secondary creation." Liu Fei introduced to Entrepreneur & iHeima. It seems to make sense to carry out refined operations on the platform. Take Toutiao as an example. Its intelligent recommendation algorithm essentially corresponds to a group of labels. It matches content and audiences by labeling them, and decides how many people to distribute to in the next step based on the level of interaction among netizens. The control of titles, covers, data monitoring, and content length actually coincides with the platform's user distribution strategy. This means that content providers can obtain more weighted recommendations through platform operations, which also increases their chances of winning. The attempt of Jike Video on Toutiao also confirmed this point. Wang Liuquan told Entrepreneur & iHeima that he highly advocates the AI distribution model of news aggregation. "If you understand more and more about what you want, it will really help you a lot. If you operate well, the playback volume of Toutiao is predictable to a certain extent ." As far as the market situation is concerned, the content of the platform is also rapidly differentiating. Under the recommendation mechanism of intelligent distribution, content is increasingly concentrated on the top institutional IPs, while those content providers that are unstable or not well matched with the platform will gradually be squeezed out. Chen Momo speculates that as the traffic on video platforms becomes more and more dispersed, more and more people will come in not from traffic entrances, but from Toutiao, Weibo, WeChat and other entrances where videos can be shared. Institutions with the ability to produce high-quality content on a continuous and large scale may become an invisible platform behind all content entrances. 3. Multi-dimensional monetization may become standard When content production and traffic competition have already formed a certain pattern, the key question left is how to monetize it on a large scale? "Short videos are the media closest to money. The amount of information they carry far exceeds the advertising content on a single page of a magazine. At the same time, their multi-channel distribution features are more effective and can be continuously circulated online." In Wang Liuquan's view, compared with the era of pictures and texts, short videos have greater potential for commercialization. Advertising monetization is the approach taken by many people . The collapse of television advertising channels and the failure of the original advertising company model have prompted more advertising to flow to new media, and a new and larger market is being generated. In the field of entertainment short videos, Uncle He Xiangu has also found his own way of monetization: by connecting with fast-moving consumer goods and gaming advertisers. Liu Fei told Entrepreneur & iHeima that Hexiangufu’s advertising revenue currently exceeds 50%. Compared with other vertical content, fast-moving consumer goods and games do not need to be exposed to a particularly precise group of people, as long as more young audiences are available. "The ability to accurately match the corresponding traffic to the commercialization route is very important," Chen Momo pointed out. In the information flow of short videos, traffic does not directly equal monetization, and a lot of traffic may be invalid and worthless. Knowing clearly who your users are and finding the medium that connects them is an important threshold to test the survival ability of short video entrepreneurs . In addition to traffic monetization, diversified IP operations and the development of mid- and long-tail channels are also becoming necessary paths for some short video entrepreneurs to resolve risks and expand the breadth of monetization. Canned Video, which started out as a food-related short video, has now expanded to five categories including "Canned Kitchen", "Friday is Coming", and "Craftsman Laboratory". In the opinion of Liu Yanan, the founder of Canned Video, it is difficult to develop a single IP and category, and the content matrix he wants to create is the "next generation media format." Regarding the IP issue, Chen Momo analyzed to Entrepreneur & iHeima that the rise of IP is inevitable to a certain extent, but there are also many accidents, just like a star agency cannot only support one star. If it is some life-related content, there needs to be more diverse touch points to reach the audience in multiple scenarios in order to continue to maintain fan stickiness and activity. RiRiZhu's idea is more long-term. It has developed its own APP. Zhu Jiaying's plan is to use the APP platform as a window for fan accumulation and data collection in addition to the existing advertising and e-commerce monetization models, to study user preferences more carefully, and then launch derivative services such as offline retail experience stores and voice paid courses to achieve multi-dimensional monetization. In addition, RiRiZu has also established a content creative space to incubate a group of food and lifestyle POLs or IPs and move towards platformization. Undoubtedly, short video entrepreneurs will squeeze out a lot of invalid content and traffic in the process of commercial matching and extension. Those who survive must impress users and face a more intense "battle for user time." The platforms and investors are ready, technology is no longer an obstacle, and the audience's fingers are sliding faster and faster. The golden age of short videos seems to have arrived. Diggers, are you ready? Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @张晓军 compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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