Video website into social Times new cool six +UGC industry healthy development

"The opportunity for social networking is over, and future social networking will be more of a function, and entrepreneurs should no longer consider social networking companies." According to Facebook investor Roger McNami, Facebook's share price fell from $42.05 trillion to $27. Of course, Facebook's value is not only measured by its share price, but Facebook's biggest value is opening up a new era that captures the key to the future of the Internet-social! However, it is also subject to this, for example, the internet world only needs a Facebook. We have come to understand the "social function" of McNami, where social networking can give birth to a lot of possibilities when socializing functions stack up with other functions. When "social" becomes a function as McNami judged, pure social networking sites are hard to outdo after Facebook, but Facebook has opened up the "social door" for the internet world, almost in sync with Facebook's rise, and the internet is moving toward social development. At home, the social properties of the network are well developed. According to the survey, China has the world's most active social media user base, as at the end of last year, the number of Chinese social media users reached 300 million, they spend on the average day on such sites for 46 minutes, while the United States and Japanese users only 37 minutes and 7 minutes respectively. Social media are favored by users, and they are naturally valued by enterprises. From the earlier happy net and F group to carry out group buying business, to Renren and 56 to explore the depth of social and video fusion, and then to 酷6网 launched its social video products "New Cool VI", whether e-commerce, online games or online video, social functions increasingly become the Internet enterprises "standard." In the "social, difficult to survive" era, as a traditional network social manifestation of the forum also quietly changed, including around the public website, such as public comments, 55BBS, SouFun, Auto and so on. For auto, the socialization is reflected in the number of users and the degree of activity. At present, the Auto Forum has nearly 5 million registered users, every day nearly 3 million users active in the forum, the active users of the first layer of the link is the topic, and then a deep layer of association is the social, vertical forum focused on hot topics pouring sticky social, this is its differences with the General forum. In fact, this change is happening with the rise of social networks. From the early Chinaren to the West Shrine Alley to the end of the Earth, various forums have always existed, but netizens have also been one after another information island "migration", vertical forum of the emergence of the "digital immigrants" a sense of belonging to a homeland, social networking on a separate individual individuals converged. Sheng Media CEO Qingeo, who is in charge of auto and second-hand house, understands the significance of social attributes for vertical forums. "The social appeal of the vertical forum is not only because the platform is big enough, but also because it is accurate," he said. A Vertical class forumUsers are very clear about their needs, which greatly reduces the risk of user churn. A simple, practical plus word-of-mouth communication, these social functions also constitute the vertical category of the core competitiveness of the forum. "He takes the auto forum for example, from the page design to the website function is very simple, easy to use, facilitates the dissemination of the information efficiently; On the other hand, this social platform will naturally form spread, wildfire word-of-mouth spread, the same platform, the more people use, the higher the viscosity. Video social Depth integration if it is inevitable that a forum for social potential is more socially oriented, then the online video industry, which seems to have no "intersection" with social networking, is doing its utmost to "socialize" and show the "possibility" of social dysfunction. In foreign countries, Google announced that its video site YouTube and social services Google + in-depth integration, this is a big move to shake the industry. At home, we have also captured a variety of trends. All companies spend huge sums to buy 56 nets, Tencent video through QQ and Tencent micro-blog, Sina Weibo has seamless "link" Tudou, Sohu Video and MSN China on the video business to reach strategic cooperation; 酷6网 also with YouTube, Channelv, happy net to establish cooperative relations ... Zhou Juan, vice president of Renren and general manager of 56 net, points out that Facebook-represented social networking sites and video-sharing models represented by YouTube are converging, and "consolidation" will be the key word for the 2012 network video industry. Wang Ningyuan, a CIC consultant IT industry researcher, also believes that socializing will become an important part of the integration of major internet segments. Indeed, the fact that many video sites are moving into the social arena is not a fad. According to the China Internet Network Information Center (CNNIC) released the "29th China Internet Development Status Statistics Report" Last year, China's Internet video users reached 325 million people, compared with the previous year 14.6%, the utilization rate to 63.4%. The report wrote that Weibo, SNS (social networking site) has become an important video communication platform, Internet users video sharing habits to expand the spread of network video, greatly expanding the video communication platform. There are industry analysis, social networking has become the choice of video sites, the reason is the emergence of social media, so that video sites to see across the threshold of profitability to solve the road. At present, under the restriction of many factors such as high copyright fee, the network video is still in the state of loss in the whole industry. And the social attributes, video site may be in the video marketing value amplification trend, explore a viable profit path. The data is proving that video sites that incorporate social attributes are more readily accessible to users and advertisers. This year, the network video advertising revenue rushed to rise, the first quarter of domestic network video advertising revenue reached 2.1 billion yuan, an increase of 218%. The UGC model creates core values for each "pull" to a registered user, which costs about 1 yuan. This is the Internet industry general promotion cost. and video photography sharing application vidDY, after entering Facebook, gets almost 300,000 new registered users at 0 cost a day. This is the chemical reaction produced by Ugc+sns. What is UGC? UGC is the user to create content, video site UGC mode, that is, users will be their original content through the Internet Platform for display and dissemination. At present, the content of video web site is nothing more than content procurement, homemade drama and UGC three, because the first two content to obtain more and more expensive, so the UGC model is considered to be a video site to seek a profit path. 酷6网 CEO Addresser blushes, Cool 6 insist UGC mode and cost has a big relationship, "relatively ' high selling ' long video, UGC short video cost will be much lower, and users viscous high, relatively easier to achieve break-even, this will also help cool 6 faster to achieve profit target." "According to the disclosure, committed to the UGC model, 酷6网 's contract original video author has more than 8000 people, many of whom have been paid handsomely." The UGC model, favored by cool 6, is precisely the most closely linked to social integration. A study by Harris, a research firm, shows that American users who share their feelings after watching a video online are twice times more likely than the average user. And the original type of short video is able to trigger the audience to share and comment. Another study also showed that in 18-34 of the most active social media users, the number of social media comments increased by 9%, reflecting a 1% increase in ratings on video sites. In the process of "deep communication" with social networking sites, the UGC model further amplifies its core values. In March this year, Renren announced a large investment in the 56 net, Chairman Chen Frankly, in the Internet in the winter, in the Chinese concept of the collective poor performance of the situation, this investment has fully demonstrated the company's UGC for the core competitiveness of the 56 network model affirmation. A few days ago, 56 network United Renren launched a user experience Value-added program "sharing +", as the only one in China adhere to the "YouTube route" video site, as a UGC content more than 80% of the video site, with the "Share +" in-depth, we may be able to see UGC grafting SNS success model. 56 web To do "China's YouTube", Auto to become "car consumer's Facebook." June 15, Auto to the forum for a full range of the revision, involving the forum layout, function, hue, etc., this revision is considered to be the largest automotive forum in recent years, the biggest revision action. Regardless of appearances, the core of the revision is only one-around the UGC model. Qingeo said, the UGC model of vertical Class forum, the core value is the user, how to serve the users, is such a forum most need to ponder the question. Once the user stability, followed by the extension is limitless, after all, in social demand, respect and self-realization needs, "urged" the Internet users continue to upload original content, to seek more recognition of network social circles. Predictably, the social stories of the internet have justAt first, the greater value of the UGC model has yet to be tapped.