After the text and the picturesShort videoIt is becoming another hotspot for internet content creation. In particular, since its inception in august, a number of internet companies have been moving in the area of short video: an unknown version of 7. 0 public view, adding a short video function; a second-time announcement that $100 million will be allocated to support short video; and the announcement at the 2016 global partnership conference that a new version of the mobile phone qq will add a short video “sunspot”Headline todayIt was also announced at the 2016 conference of creators that a billion yuan will be allocated to subsidize short video creators, and that the operational and product strategy for the headline of the media platform will be improved to create a good ecology for content creators。
“the low threshold for short video creation, the high demand, the potential for creativity and even entrepreneurship have becomeContent entrepreneurshipThe next windfall.” today's headline founder, ceo, spoke out。
It's a time of creativity
In march this year, rmb 12 million worth of investment was made by the red people's network, “papi soy” based on short video, at a price of rmb 300 million, which attracted the attention of the content business community. Short video generally refers to a new form of video that can be shared and seamlessly connected in real time on social media platforms within a few minutes, based primarily on mobile smart terminals for rapid filming and glorification and editing. Short video, which combines text, voice and video, can provide a more intuitive and 3-dimensional response to users ' expressions, communication needs, and demands from people to show and share. A study on the development of the short video industry in china 2016, recently published by iri, shows that as of july this year, the short video industry had received 43 investments, undoubtedly the most promising in recent years。
“the explosion of `papi sauce' is not an accident, but the rise of the new content of short video is behind it.” in the first place, zhang alumni indicated that, in terms of content production, the threshold for video production had been lowered, smartphones had largely supported high-resolution video recording, and the clips and effects of mobile phones had become widely available, and users could create attractive short videos using a mobile phone. Second, with regard to content distribution, the proliferation of internet content has resulted in two mainstream distribution methods, social distribution, where users consume content while recommending some to their friends; and smart distribution, represented by today's headlines, where machines match people with information. Both modes of distribution provide accurate input to users. Thirdly, with regard to content interaction, the video has permeated the whole scene, and users can use all debris time to view the video and interact with viewers in other spaces. It is because of the dramatic changes in the three links between the production, distribution and interaction of video content that the short video has accelerated the outbreak。
In fact, on a global scale, video socialization, especially short video socialization, is becoming an industry hotspot. Video is popular and facebook and so on has increased the focus on short video. In our country, there has also been a surge in live video platforms and, in addition to the news, the main video portals, such as the accelerator, yoku, fox search and music, have increased their input and support for their own channels, which are dominated by short videos。
Today's headlines, which began to enter the short video market in may last year, are described as having more than 1 billion short videos a day on today's front page, which is now the largest content form on the platform, 93 per cent of which is within 10 minutes, 74 per cent within 5 minutes, and today's headline is the largest short video platform in the country。
Explore new paths for realization
The first article, "the quingo plays flowers", was founded by a user who calls himself "quingo", who specializes in flower farming and uploads various short videos of family farming. According to today's headline statistics, 450,000 people have so far learned how to grow pineapple, 430,000 people have learned how to plant pineapple, 160,000 people have learned how to grow mangoes at home, and 7. 65 million people have watched teaching videos. “video content is a more complete information package than the text, capable of delivering the message that the creator wishes to convey more firmly and intuitively to the audience and more conducive to the creation of an ip.”。
Currently, however, some traditional video platforms in the country rely mainly on manual editing for content recommendations. In this model, it is stated that because of the limited availability of content, the platform must first consider the greatest commonality of user preferences, rather than the satisfaction of individual needs, so that they will focus on inputs to long videos such as cinema, popular art, etc., while there will be limited flow support for pgc (professional users produce content) and ugc (user produce content) short videos, whose content value has not yet been fully developed。
Unlike these platforms, the headline today, by recording and analysing user viewing habits, uses algorithms to excavate the most attractive content for the user, greatly expands the list of recommended video content, allowing each user to see different content and the opportunity for small crowds of long end vertical content to “hit” the target user. With today's big headline traffic and smart distribution mechanisms, many vertical content reaps excellent traffic on the headline, as in the case of the quingo plays flower video, with an average of more than 200,000 videos and 190,000 technology headlines, “makerbeta”。
How can short videos, with huge traffic, make content come true? The 2016 study on the development of the short video industry in china states that there are currently two main business models for short video in the country, one based on advertising-based content marketing, and one that expands income in other areas, such as attempts to generate returns through reward and gifts, and that more profitable models, such as social generators and the cyber-red economy, need to be further developed. In their interviews, journalists learned that some of the coolest self-channel owners have already earned a substantial return on content realization in the form of advertising, the creation of their own brands and the development of related derivatives。
On the headlines today, how can short video creators get more income? It was explained that, under the 1 billion rmb subsidy scheme for short video creators, a series of advertising spots would be opened under the first video detail page, and all income generated by advertising would be fully subsidized to the content publisher. At the same time, today's headlines provide 100,000 smart weights for each original video. In addition, the headlines will open the articles to the insertion of commodity links to support the shelves of many electric power platforms, such as pedestals, skycats, kyoto, zan, microshops, etc., expanding the commercial space of content creators and generating more dividends for content creators。
It is noteworthy that, in order to protect the copyrights of the originalers, today's headlines have also introduced the “original tag” function and a web-wide search for copying. It was explained that, over the past six months, the headlines, including short videos, have cumulatively provided proxy advocacy services for 2,091 original headlines, with more than 20,000 works successfully defended or reconciled。
Zhang yi said that short video entrepreneurship had unlimited prospects and deserved to be developed by original content creators. Supporting content creators and giving them a fair return will promote the healthy and rapid development of the industry. (reporter sui xian)
