DitheringFire
The rise of the shivering began with china's hip-hop, and after the exclusive sponsorship of the net, the market share began to burst. It was just two months ago that iris issued chinaShort videoIn the industry study, it is mentioned that the number of users of tremors remains in third place in today's headlines, as it also has a small volcanic video and a video of watermelons embedded in today's headlines. Two months later, the number of users of the tremors rose dramatically。
Like many short video platforms, there are functions associated with the live broadcasting of the tremors. However, for most users, short videos recommended on the first page alone can be viewed well for a while. It's got creative drama videos, music, dance, jokes. You have no idea what's waiting for you in the flow of time if it's not specifically focused on a few accounts。
According to data from the iri consultation, the market size of the short video industry reached $5. 73 billion in 2017. Over the next three years, the total market will reach $35. 68 billion. The accent is more prominent. In may of last year, the average daily performance rate of the tremors exceeded 100 million, and three months later that figure had already exceeded 1 billion。
Despite the fact that the majority of the users are young people, 85 per cent are under 24 years of age。YoungnessIt's the greatest feature of the tremors, and it's nowSocial mediaThe leaders are also these young people. In addition to their content, the activities of the tremors are after 95 or even 00 years。
Young people call the vibrating sound a little bit, after all, each short video of the tremor lasts about 15 seconds, and it also gives people a sense of new entertainment. However, with the exception of the shivering content producer, most people, when watching the shivering, choose the word “paralyzed” at home, which can also be called, to some extent, “mowing potatoes”。
Why is the tremor on fire? Short video vent + homogenization
The rise of the tremors is, in fact, unexpected, but it is not difficult to analyse them afterwards to find that the reds of the tremors can be described as taking over the interests of time。
It's a short video now in the country. As smartphones and communication technologies evolve, it becomes easier for people to view and film videos using smartphones. BeforeContent creationIf you want to make some creative videos and have to purchase a lot of specialized equipment, you can do everything now with just one cell phone. Short video traffic is becoming less and less expensive, which also provides a precondition for the use of mobile phone traffic to watch short video。
The interest refers to the rejuvenation and decentrization of the voice. Despite the many activities introduced in the application, the end-user content tends to be homogenized. This is considered by many to be one of the shortcomings of the tremors, although it is formally because it is easy to imitate that more and more users are involved. At the same time, young users are the mainstream of the current market and capturing young users is an important factor in the boom。
Man and i mean today's headline support for tremors. The founders of the shivering company today, liang yubo, the head technologist, can be said to have had blood relations with the headline of today since its birth. Whether in terms of funding or advocacy, today's headlines have been extremely helpful in terms of tremors, which have brought unexpected surprises to today's headlines。
Today's headline wants to be social, but short video ends with a different voice
In fact, today's headline investment in tremors is primarily aimed at socializing attempts. Today's headlines start with smart distribution, personalized referral information, but for most users, social platforms remain more visceral. Therefore, socialization on the shivering platform is also the promise of today's headlines, and the nearby functionality in application is an important evidence。
Unforeseeablely, short video has come faster than social platforms. In this month's app store, in the china region, the voice of tremors has been ranked in the top three places, just overwhelmed by the previous fire of traveling frogs and jedi survival. Young people who use their voice are less interested in social platforms, and the number of microblogging fans is only 400。
The “magic” of the tremors is not confined to the country, but has even been radiationed overseas. Currently, shivering operations cover other parts of the world, such as south-east asia, japan and korea, north america, europe and latin america, and are ranked in parts of app store and often cover software such as youtube and instagram。
Japan and thailand app store downloads (photo from ifeng)
After entering overseas, one is surprised to find that the practices of foreign users are in fact no different from those of the country. In the case of tremors, the creation of such a youth-friendly atmosphere is where they can succeed. The differences in cultural backgrounds vary, but capturing the tide for writing also captures what young people think。
Concluding remarks
The success of the tremors is, in the view of most, highly accidental and has always been regarded as a black horse. However, it has all the characteristics of explosive applications, while decentrization and rejuvenation also give them prominence, which is very popular with young people。
As to whether the future of the tremor can still be so “magic”, the author believes that the content teams that need to be demble introduce more content that is popular with young people without breaking the current position. At the same time, responding positively to the loss of users as a result of age shifts is an important task for the team。
