Carnival of short videos (next): Giants UGC

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Short video is not the founder of the party, in Youku potatoes and other video sites after the early UGC, these giants once again through the short video to do user interaction, feed long video user viscosity bottleneck, this or will be the next competition point video industry.

Return: UGC comeback

Domestic UGC Video web site originator of the founder of Tudou, Wang, once in order to emulate the United States YouTube, in UGC's efforts to go around for several years, and finally came up with a rather helpless conclusion, "UGC is industrial wastewater", his reason is, "UGC content to consume huge bandwidth costs but not to bring benefits Even cause copyright trouble. "

Thus, in the market environment at that time, to UGC the Tudou, Youku, 酷6网 have been transformed into Hulu mode of film and television drama content platform, set off the then copyright war, UGC reduced to abandon the son.

As for the value of UGC content, the senior vice president of the video network, Gao Fei, has now expressed doubts, he said to NetEase technology, "now most of the user's content is still unable to achieve quality standards, the production of the content is too rough, not only the existing content to form a supplement, but it will affect the quality of the entire video platform." "The UGC model is also difficult to generate advertising revenue because of the quality, value, and length of content, and the foreign model YouTube is still exploring business models."

And according to NetEase Science and technology to understand, Le Video network has begun in the quietly layout UGC, even once there are rumors that now UGC as the main content of the strategy of 酷6网 stock price recently soared behind the cause is about to be a video acquisition, as a music in the UGC of the lessons.

and Archie in the acquisition of PPS began in the mobile UGC video layout, according to Archie Art insiders revealed that the traditional web end of the UGC also in the interior began to consider, this let the recent rumors of Baidu will buy everyone, has been in the social UGC 56 nets merged into the Archie Art has more imagination. Zhang also received NetEase technology in the interview expressed, "Sohu video in UGC this piece is deficient." ”

UGC, it seems to be a comeback.

Change: Moving New opportunities

However, this wave of UGC and a few years ago the Chinese video just started when the UGC in the mobile Internet tide, there is a fundamental difference.

Sina Weibo strategic Investment short video application second shot, and in the new version of the microblogging app implanted a second shot entrance; Tencent online short video sharing application micro-vision, Archie Art in the past six months before the introduction of individual users of mobile video production app snapped.

These products are short video tools that users shoot, make, upload, and share via mobile devices. And in the Tencent video, Archie art platform and so on basically cannot see the content which the user produces, the short video is no longer the content supplement of the long video, but exists as a social tool. For Sina and Tencent, there is a pre-existing social platform, while Archie is inclined to recreate a social platform based on Archie.

Archie, the head of the Zhang Wenyi is YouTube's insistence on advocates, he thinks, upload video, share video, must be one of the users of the video site needs, the production of video content will one day come down from the top of the pyramid, toward ordinary people. And the short video making tool becomes the "end" that carries this demand.

Although the value of the user generated content is not recognized, but his user upload needs are fully recognized, "regardless of the user upload content, but this demand must be there." "Goofy judge, the user uploads the product, in the next period of time, will become a comprehensive video site standard."

As for commercialization, Archie in charge of Zhang Wenyi in the acceptance of NetEase technology, in the short term, mobile app products are still in the stage of scale, will not generate revenue. But he insists that moving short videos is commercially valuable and is still being implemented through advertising as a carrier. But it requires some form of advertising and technical innovation, such as more valuable advertising content, such as the use of the user tools to embed some ads on the path.

Behind: Long video user sticky bottleneck

Although monetization is still a long time off, previously those who saw UGC as waste water were indeed UGC again. Behind this, is the long video of user growth and user stickiness encountered bottlenecks.

In the domestic video site competition is fierce, for many video sites, user stickiness and brand loyalty is always a difficult problem to solve. Users will always follow the content to go, so the video site will always be on the money to buy a variety of exclusive copyright, but it has been difficult to establish a stable and loyal user base, once the competitor to acquire new quality content, users will flock to the rush. So there is a video site between the "solo" competition, copyright, from the beginning of the moment is a bottomless pit.

In this respect, 56 network vice President Li said, "copyright long video after more than two years of barbaric development, has now presented a sluggish user growth, advertising growth slowed down." The video site turned to digging UGC this bonanza is understandable. ”

With a social platform based on strong video relationships, it means that users are likely to rely on relationships to stay. So Zhang Wenyi to NetEase technology Introduction, "Archie Art hope to achieve more user coverage by snapping", it is not difficult to see, those who regain mobile UGC video site Behind the logic is: through the short video to do the user, long video to do income, to form a complementary.

But rebuilding the social platform is not easy, can guide the user UGC content and really cultivate the product emotion, no accumulation is difficult to complete. Video industry observer Sue one thinks, in the present, the video website should more consider how to detonate the short video to bring the new round social dividend, otherwise, the short video may also like several previous attempts, after the capital market is hot, the user is far behind.