Online video site UGC or ushered in the spring: with the electric business

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

2008, to UGC (user-made upload) as an important content of video web site Tudou temporarily abandoned this area, when the King of Tudou CEO micro-thrown "industrial wastewater" theory, because UGC content consumption of huge bandwidth costs can not bring benefits, and even caused copyright trouble, this remark, Immediately caused a sensation in the industry.

2011, UGC back to mainstream video vision, including Youku, potatoes and other video sites to change the "waste" as "treasure", will UGC again. The obvious reason is that video rights are rising, creating a unique repository of self-made resources is increasingly urgent, and UGC can help to bring a stable user and traffic base.

But the awkward problem of UGC being dismissed as "rubbish flow" remains unresolved. At present, the Chinese UGC video market mainly adopts the stocking pattern training. A UGC video production team after the hardships of the audition to stand out, it is expected to be youku, potatoes and other video sites recommended to more powerful directors, producers and film and television production institutions continue to do bigger and stronger.

As a result, UGC content either explodes overnight, such as "old boy", or is drowned in the vast video repository. For video sites, is expected from a few high-quality UGC content to obtain high input-output returns, but also long-term for the "waste water" to pay for a large amount of bandwidth and content audit expenditure.

"There is no real sustainable profit model for homegrown video, which is a major problem," he said. "When it comes to UGC's future," Zhang Hongyu, chairman and founder of the video website PPS, told reporters, "in recent years, China's homemade video development has returned to the fast track." However, the major companies are mainly the money to make a yell. ”

This creates a vicious cycle in which small production teams are less constrained by capital, manpower, and so on to make high-quality video content, a lack of quality content that causes advertisers to be unwilling to pay, or users who do not want to pay. After five or six years of twists and turns, UGC still difficult to log the mainstream content of video website.

So is there a finely differentiated path that can connect the needs of the video producer, The Advertiser and the user at the same time? Let UGC in the encirclement to find a breakthrough.

Zhang Hongyu that it might be the first step in innovation to get the UGC and the electricity business through. Through accurate matching of advertising information and UGC video content, for small and medium-sized E-commerce to provide marketing opportunities, and to the video production team to bring direct sales share feedback.

For example, when a Taobao business to promote its products, at present, the main mode of promotion is still in the picture, text and other information on the spread of Taobao share. Limited by the dissemination of input and channels, such as the shooting of advertising films and other promotional methods are few and few.

PPS wants to play the platform of information gathering, while taking the electric business and other advertisers; on the other side docking professional or half professional video production team, forming a similar "video supermarket" virtual space, so that content providers and buyers can take.

In addition, Zhang Hongyu revealed that encouraging the original video team to make practical life help information will also be the excavation of specialized short video, try to pay the mode of the second step. This type of video production team can be priced independently, through customized video services to obtain user fees to achieve direct marketing of video services.

"Through these two major ways, the production team will get a double return on the click-by-market video service." "Zhang Hongyu stressed," continuously strengthen the road of short video commercialization, in order to truly support the original strength of sustainable development. ”

The consistency of the two ideas is that, through the opening of commercial channels, the production team is given the ability to maximize the creation, operation and management of video channels. More importantly, the idea of subversion of the previous free-breeding development model, "nanny" type to support small and medium-sized production team.

Zhang Hongyu told reporters, starting from July 2012 UGC "Love Channel" has led to 20 production team and customer cooperation, cooperation amount of more than 5 million yuan. In accordance with the planning, 2013, PPS will continue to increase UGC investment, to invest 60 million funds to set up love Channel division. In the future, the works of excellent original team can not only promote the network, but also the opportunity to transport to the television station.

However, the UGC industry in the end can be developed to what extent, is still the industry to discuss vague topics. At present, because the video production copyright and the UGC between the vague gray zone, Youku, potatoes and other companies did not disclose the content of the flow ratio, naturally there is no corresponding output income announcements.

However, from the past experience, the Electronic business video and life help video demand is huge, if this part of the content is really good, market potential can not be underestimated. At the same time, with the rise of microblogging, micro-credit and other social platforms, it will hopefully have a good linkage effect with UGC content.

YouTube, which started with UGC video content, has become increasingly clear and upbeat in the US. YouTube has also shifted from encouraging users to upload their own UGC content to foster professional film and television production companies. Is this a trend in China?