Want to red short video application, should learn something to Vine?

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Guide: A shot and red short video application Vine success let domestic and foreign manufacturers envy unceasingly, imitators appear, but its success has not been able to be copied. From the Community food chain to the needs of young consumers, Vine has a lot to learn from other short video developers, and by studying vine, maybe we can also see where the short video sharing path is.

A shot and red short video application Vine success let domestic and foreign manufacturers envy unceasingly, imitators appear, but its success has not been able to be copied. From the Community food chain to the needs of young consumers, Vine has a lot to learn from other short video developers, and by studying vine, maybe we can also see where the short video sharing path is.

In Central Park in New York in October 2013, a group of young people gathered under the midday sun, divided into two groups, led by two leaders, shouting slogans and banging on the ground. As a city dominated by young people, the revelry of young people is not a strange thing for New York, but each of them has an iphone taped from his own point of view, lying on the ground and uploading the web. Less than one hours after Twitter's short video-sharing app Vine, the event's organizer, Marcus Johns, released a Central Park video of more than 2000 reviews and more than 100,000 views. The app, originally launched in early 2013, allows users to upload a 6-second short video, and users can stitch together a lot of clips, and a 6-second video will continue to loop. The new video-sharing game has ignited the interest of young people, and a variety of video-sharing gatherings have been launched across the United States.

Vine's success has made the domestic and foreign manufacturers envy. In June 2013, Instagram quickly followed up on the short video sharing feature. October, Sina and Tencent launched the "second Beat" and "micro-vision", announced to enter the field of short video sharing, EICo design "micro-pat" also added a short video sharing function. Short-time video applications are springing up endlessly.

Figure 1 Vine the video into a few popular themes, and the user can find out what they are interested in.

A cannon and red: a Year of vine

However, catching up with the opponents did not let Vine, New Year's End of January, Vine on the line of the first anniversary of the page. The celebration page is very simple, but proudly shows the secret of Vine this product to win. Vine lists all the most popular videos of the year, from beauty singing and creative magic to Obama's blessing, and giving the anniversary to the users and communities. It's hard to imagine that in just a year's time, Vine a large number of young people who love to play, in 6 seconds of video, these young people can tell a lot of creative and story-rich stories. "At first we had no idea what users would do with our app, and every day, users were shaking us with unmatched creativity, quirky, moving moments," Vine founder Colin Kroll said in an interview with "USA Today". ”

It is worth mentioning that Vine in the channel did not set the "Hot User list", the new users in the list of channels can complete their own hot users to explore (as shown in Figure 1). Unlike most community-run ideas, Vine also did not officially recommend Hollywood stars, and officials only made a real-name certification of popular users. In this community, everyone is just as important. Can become a community star, rely on only the quality of your work. Short video fields rarely appear as tweets, and in short video sharing, your voice is about whether your videos are interesting and unique. Popularity is not the most important, the work is kingly. Exquisite work is the most important thing for young and creative users. We can see that after vine the short video-sharing products, the operations team relies more or less on the star's inherent fan base to add popularity to the product. Tencent's "micro-view of the New Year" on the product home eye-catching location of the stars of the road to the video. This reflects the difference in the line of operation of the product, as will be mentioned below.

Strong operation on the success of Vine played a certain role, but the light operation itself is difficult to put a product on the trend, if the product itself is difficult to bring interest, filled with ideas no tools can be achieved, this product is not to mention success. Vine is very concise in its core function shooting and editing, lowering the threshold of use, and may even feel a bit shabby when used in depth. As a result, the red people who do not meet Vine's editing tools offer a "big kill" such as Final Cut Pro x for video authoring, while Vine's video-capture interface provides only the grid, flip lens, focus, and the final recording function. The user touches the screen to shoot, releasing the screen to stop filming. The final recording, which allows a segmented 6-second video to maintain the continuity of the viewing, is also possible, and is widely used in most Vine's popular videos.

In addition, because video like GIF animation is continuous playback, the official also advocated that users try to edit the video can be end-to-end, creating unexpected results. Vine app's timeline browsing is automatically loaded automatically, you stay in a video, the application will read the next video content, so that the consistency of the browsing. On the whole, Vine app feels good, but without fatal design mistakes, it's hard for users to be aware of the application. This is good enough for a content-oriented application.

As the forerunner, Vine set a short video sharing application should have the appearance and framework, but in the face of later competitors, Vine concise to the rambling style is also challenged. Instagram, after the introduction of short video sharing, quickly put industry-leading filters into the video recording, users can easily make a good video. At this point, the content quality of the vine, need not like their competitors to open more editing options to users? Will Instagram's growing video content affect Vine's market share? For the user, a small and beautiful video sharing community and a all-inclusive software, which is more important? Now it seems that these problems are not a marching choice for vine, But for Vine, who are still in the lead, the questions they have to answer are as much in the limelight as the real distance from their opponents.

Crossroads: Short video sharing where to go?

Just as Vine celebrated its first anniversary, the domestic Tencent "micro-vision" and Sina "second beat" also launched the Chinese New Year's promotion page. The heart is connected, both of them have invited the Red Star to record the video, and eye-catching position on the home page to promote. The user who installs the "second beat" will also receive a push from the newest star. Sina Weibo and CCTV cooperation platform on the line is also on the line "second big year" This activity, expect users to install "second Beat" and released a short video. After all, if the short video is the next growth point, no one can afford a second lag. Like a highly competitive class, the top students are trying to figure out how to learn the first student. But in the short video This class, the first classmate's learning method in other people's opinion is simply suspicious: Vine does not provide complex editing functions, interface and recommendation is very simple. Is Vine born suitable for this course, can do so well? or Vine's clever father Twitter has been tutoring it secretly? In this regard, we may wish to compare the domestic and international class Vine applications (shown in table 1), perhaps to see some clues.

Table 1 class Vine application feature comparison

Sina launched the "second Beat", played a "Share your Life" headline, Tencent "micro-vision" propaganda is "eight seconds of communication", and Instagram is to provide users with more play, enrich the function of the software. Although the headline is only a means of publicity, but very can reflect the product in the development of ideas. To "Share your life" as the guiding ideology of "second beat", the promotion of the time Line is also a star in the background of the stories or beauty talk micro-blog, the previous mentioned "second beat" big New Year, that is, a share of life. Instagram's short video, more on the existing picture community to supplement, so Instagram in the length of the time also has 3-15 seconds of freedom, also does not provide automatic loop playback.

In fact, the product team in the development of an application, often in the intangible into the team's expectations of user behavior, this point in the application of the temperament is reflected, the user will also feel in the invisible. Vine's login and open interface does not have any banners, the background is a beautiful virtual 6-second balloon ring racket. After the login is complete, Vine provides guidance in the video capture interface, but it is not expected for the user in the video content. The team is actually hinting at the user: You can shoot anything with vine, and we don't instruct you how to do it.

Figure 2 "Second beat" recommended page

After the user completes the first step of opening the vine, the popular charts for each tab are open to users ' clicks, allowing the user to complete an exploration based on their personal interests. At this point, the content of the user timeline depends entirely on what you find interesting. However, Tencent "micro-vision" and Sina "second beat", when users do not pay attention to any content, the home page will automatically fill the recommended video in the community. These videos are usually stars, beauty, scenery, talent to tell jokes, quality is not particularly high. Take Sina "second beat" as an example, the homepage has the talent to sing, the New Year fireworks, the dinner table, as well as the beautiful dance (as shown in Figure 2).

This allows just completed registration into the application of the user is very confused: the time line of people I do not know, they share the dinner, singing the dance is not enough to attract me, the jokes are micro-blog on the old terrier, the application of the first impression is somewhat embarrassing. Have to point out, Sina "second Beat" channel also some quick success, recommended attention to the Stars and talent released video is not particularly many, therefore, they scattered the content on each channel, brush more people feel that the application of the content is a bit boring and messy. "Micro-vision" in the registration process is also the problem, because it provides a choice of video soundtrack, the official also provided a few music, so the popular time line on the same soundtrack, the same filter border constantly appear, see a bit boring. In addition, although the "micro-vision" of the Discovery Channel and "Second Beat" is the same, but the channel classification is more distinct, will not appear ambiguous feeling of positioning.

Community food chain: consumers and producers are very different

Speaking of which, we have to mention the concept of consumers and producers. In a content-oriented community, users are often labeled as "consumer" and "producer" two. In a community full of strangers, most users are only interested in consuming other people's production. When the user has some contact, the consumer will occasionally become a producer: With the acquaintance of the time to take some video to other friends to see. In Vine operations, most users are still consumers, but Vine invites popular users and fans in the community to engage in offline activities, with popular users and fans interacting, and fans able to produce new videos with people they admire. This activity is very common, vine anniversary, the team invited a lot of community stars to the Twitter headquarters, opened a whole floor to their activities, the article at the beginning of the Marcus Johns is one of them. Frequently held activities are also a kind of viral marketing, in the community can spread like a tornado, outside the community also attract new users to join, is very efficient promotion.

Bringing entertainment stars into the community is an effective way to increase the number of users. But the star is the producer, but the star's fan is the consumer, the entertainment movie star also certainly does not have the myopic frequency application fan intimate interaction. The communication between the two is one-way and fragile, the star fans are for idols, most of them will not produce interesting video, which caused the creative fault. In addition, entertainment stars in addition to further use of personal charm, it is difficult to produce interesting, fun, easy to spread video. They stood tall at the top of the pyramid to give us a cordial wave, at the foot of the pyramid people can only blindly upward worship. So the content community is flooded with starving consumers, and producers become more boring, which attracts people who are not in the crowd except the fans.

Figure 3 on the left is the popular video of Vine, the right image of "micro-vision" users of the remake

If you look at the "micro-vision" and "second Beat" channel, in addition to the major stars of the Spring Festival video, it is difficult to find interesting video or to pay attention to the people, the main push video also some people do not touch the mind. What really interesting in the community is the vine of the popular videos in the area (shown in Figure 3), appealing but not particularly conducive to community development. Just like long-distance transport loach need to join catfish to active loach herd, domestic developers should think of some ways to explore the promotion of real interesting content, the main push these content and producers, encourage users to create. With some cruel words, it would be more appropriate to cut some of the star's recommendations. That said, these are luliang slogans, but operations are never easy, and the right operation is a test of team intelligence. When there is no proper atmosphere in the community, it is better for employees to participate in the community as high-quality producers than to play slogans in the loading interface.

At the start of Vine's launch, Ian Padgham, a Twitter visual design employee, uploaded a lot of creative videos that took time off, creating significant initial traffic and answering questions about "what to shoot" for new users. Such guidance is much more effective than recommending stars on the official web. And that's just one example of proper operation.

Content first: What kind of creative products do young people need?

There are a lot of voices pointing out that China's slow network and traffic restrictions are the bottleneck of this kind of software development, but also pointed out that China's "lack of creative" soil is not nourishing the next vine. A short video occupies about 600KB, and the release of a micro-broad map, users should be able to bear such traffic consumption. The problem is that the boring content is not worth the user's consumption of traffic, after the consumption of text micro-blog to bring the fun, over time the short video application becomes silent in the mobile phone corner of the supporting role. As for the lack of creativity, it is quite not confident that the Voice album application of "Pop", and short-sighted frequency is only one step away, has a lot of fun to play. Young people are the most creative group, the lack of a platform to show their ability. If there is no guidance and good operation, after the star dynamic, they can only pat the food, Pat scenery.

The desire of young users to show themselves is growing, and at the start of the Instagram, no one will think that the self-portraits-filled community will replace Flickr as the most populous photo-store on the planet. No one can think of insagram in the hands of users in some areas can also become news reporting tools. We do not have an in-depth analysis of Instagram in this article, and because short videos are a choice for Instagram users to publish, not necessarily.

Instagram a few months ago Snapchat did a private photo-sharing function, trying to do a all-inclusive picture to share the big alligator. This also let us start to think about the future of Vine, siege easy to keep the city difficult, Vine users will be the function of everything Instagram rob? Will the vine of a wooden bucket become a short plate? And next year's Vine will be more proud to celebrate its creative warmth of the community? The rapid development of the Internet industry, no one can fully foresee the future trend, and no one can become the winner forever, this is precisely the internet this young industry unique charm.

As Vine on the anniversary page: Thanks to our users, let Vine become so special.