2016 is the first year of the short-term frequency industry, and it is a year of explosive growth in the short video industry. In this year, major companies have jointly completed more than 30 capital operations, and the amount of financing in the short video market has reached a staggering 5 billion yuan. In 2017, the fiery momentum in the short video market has not yet been attenuated, and capital investment has also brought great returns. According to the "Quick-speed Research Institute: 2017 Short-Video Industry Research Report", the number of short-term video users in 2017 has reached more than 200 million.
However, it is worth noting that the growth rate of users is showing a steady decline, and it is expected that the growth rate will fall to the level of 2014 by 2018. At present, it is unclear whether there will be a second outbreak. After the market has calmed down, the development of the short video industry has officially entered the second half. The era of purely relying on traffic operation has passed. What new tricks can be played in the second half of the short video?
Short video + live mode
More and more short video platforms have adopted the short video + live broadcast mode, which is a step that must be taken when the user has experienced a sense of fatigue. Due to the lack of real-time and interactive videos, short videos are difficult to grow and are not easily followed by users. Joining the live broadcast function enables short-intermediate content producers to directly interact with viewers and increase their sense of experience.
Both UGC and PGC are necessary, and they can complement each other to enrich the short video market. UGC is a user's own shooting, production and publishing content. Obviously, UGC has more imagination, more possibilities and unknown creativity. The quick hand is a successful masterpiece of UGC content. The PGC is a professional content producer, and the content is often more refined and of higher quality. UGC producers with a large number of fans will move toward PGC. Self-media like PaPi sauce can scale up short video content. UGC's own social properties are unique advantages, so the future market UGC and PGC will continue to develop.
Realization problems are tricky
Short-term video producers have several types of income: advertising, cooperation with micro-businesses, and audience rewards. These three income methods do not alleviate the problem of short video rendering. At present, more than half of the short video producers cannot achieve profitability, and more and more small teams are eliminated by the market. The low efficiency of liquidity has become the bottleneck of the short video industry nowadays. To enter the second half, it is imperative to perfect the problems that are difficult to realize in order to promote the development of content.
The realization mode of short video + e-commerce is being adopted by more and more content production teams, and the visual effects and communication power of short videos are used, which can minimize the cost. Once there was a short video for making cakes, after the release, the cake was quickly sold on Taobao with 2,000 copies, which was fast and low cost. The search for cooperation between e-commerce and short-term video can not only help merchants increase brand exposure to increase sales, but also achieve two-way action and diversion of short video platforms.
With the increase in the number of short video creators and the increasing competition between them, the issues facing the short video in the second half are still severe. It is no longer easy to create high-quality original content to attract traffic in times when content is king. How to realize the flow of works is a big problem for current content creators. Maintaining the operating costs of the creators and realizing the short video more efficiently can no longer rely solely on capital subsidies. Finding a better liquidation method is a long-term solution.
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