Short video war before the sleep

Short video, the deep sleep before the Great War (Sohu it exclusive release, unauthorized Ban reprint) about the short video market prospects, we from the other side of the ocean, the two big social giants Facebook and Twitter, regardless of the gesture of the love action of the little three drama series can see the positive significance: Relying on the new tools and media attributes of short video will open the second spring of mobile socializing. Whether the two in their respective camps Instagram and Vine gun dark gun efforts, or product vertical fluctuation of mobile video application Viddy, all brought about a huge increase in the overall. Take the diqin relationship as an example: this April, Facebook CEO Mark Zuckerberg Zuckerberg Lipaizhongyi a 1 billion-dollar takeover of Instagram (after joining the short video-sharing feature) Once both achieved a global user active list top five excellent market performance. In fact, the global market has already blown a big wave of short video: Mobile market, with Yahoo 50 million U.S. dollars to buy short video production software Qwiki, the Japanese social application line launched the "micro-film", the Canadian short video sharing platform Keek valuation of nearly 900 million U.S. dollars and so on cases; Internet market, Even YouTube co-founder Chen and Her Le Li (Chad Hurley) focused on the field as a new starting point for entrepreneurship. In contrast, China's mainland market has already had a number of small and medium-sized application platform in this area of the attempt. Just as compared with this international tide, it seems only to stay in the role of the people to play the small crowd stage. As time advanced, now the Chinese market, "the main force"-Sina Weibo "second beat" function, Tencent "micro-vision" has been completed in the play. To be sure, the domestic market will also be on the verge of a ups and downs in the arms race of the world's short video. The more interesting progression logic follows: In the field of short video, the international market is still in dispute, then whether the domestic social platform, the same as the field of gun fire? What kind of "social welfare" and how will the experience be widened in terms of the domestic average user? It can be said that, whether for the vast number of users or industry practitioners, will make the short video of this expectation become more interesting. And behind that is my personal early judgment of the new thing and even the new business--it's not the technology itself that makes anticipation interesting. Short video war is inevitable by 4G network stimulation and market demand promotion and many other factors, even if the domestic micro-bo, micro-letter in the market each have their own criticism, but this does not prevent its product audience widening, bring pictures + text-oriented information flow is increasingly single. It is looking forward to new tricks: short video as a much-needed tool and new media to intervene, is exactly the product of the logical progression of the market, overnight become a battleground. It's not hard to see why the world's top echelon FacebooK and Twitter, will give up the posture of full pinch with this: short video is the future mobility and social display advantages both of the just-need carrier, it is the identity of its attributes, finally let them in the short video will fire market consensus on high-speed rear-end collision. With the development of short video attributes, the two most mainstream social platforms, micro-blogging and micro-credit in the domestic market, will return to the same starting point in the short video. In addition to the domestic Internet market more brutal direct reason, as the microblogging leader Sina Weibo ("second shot"), and the mobile side of the social trump Tencent Micro-letter ("micro-vision") a war is inevitable. Now they are clearly a lull in front of the storm, but they all know that each other is the center of the storm in this short video-the next step is to see whose feet move first. Short video sharing, let mobile social networking starting from 0 It is learned that Sina Weibo's "second beat" function is subject to technical bottlenecks and layout factors, only temporarily as a function of microblogging supplement; Tencent "micro-vision" has been as a separate product line, and Tencent products to achieve through the various routes (including micro-blog). Though still seemingly peaceful, the signs of war cannot be concealed. The most interesting comparisons are: Sina Weibo must have a short video layout, and the addition of "second shot" will strengthen the characteristics of the mobile end of Weibo itself; Tencent, while emphasizing that "micro-vision" is a separate product, its most important embodiment is with micro-letter implantation, interaction. This complexity makes the micro-letter look more like "Sina Weibo", or at least let Tencent Weibo appear to have a bit of confidence in the face of Sina Weibo-because the new media attributes of short videos seem to make all platforms similar. Domestic short video war fuse, I predict will be in the market cultivation aspect: At present, it is reported that Sina Weibo inside already will "second fear" rely on Big v Storm after a series of boutique theme Activities (comments: lesson wit?) To prepare for the characteristics of folk life by encouraging short videos, gradually into the market, and Tencent, focusing on the short video class itself entertainment properties, is now the focus of the layout of the star, up to people trial (comments: Sina Weibo originally axes, reds, shouting, hug thighs) in order to promote user UGC and creative dissemination, Just now the early effects of fashion are not yet apparent. The war between the two sides have advantages and disadvantages, the only consideration is how to guide the vast number of users UGC content and nurture product sentiment. My humble opinion is that the domestic social platform wants to take a short video of the New Express, not to hold the star thigh or complain about the lack of creative enthusiasm, but should be whether to consider how to detonate the short video of the upcoming new round of social dividend. Short video sharing: A series of social dividends the social dividend I understand should be based on the user market's operational space and user benefits. We can see the shadow of the previous domestic social dividend: Weibo realizes the rapid interaction between users and information, brings about a more timely, personalized and tagged user benefits, and also leads to increased business space for marketing, services, and accurate information (a large number of corporate brands and Big V leaders, Third-party utilities profit) , as the mobile end of more social micro-letters, contacts and so on, moreis to expand to three-dimensional social, life convenience, video games multi-dimensional User Service, but also bring more imaginative business space (O2O, friend Circle marketing, such as from the media of accurate subscriptions and services, etc.). It is important that the short video integrates the image + audio/visual + language expression of the integrated features, so that the new round of social dividend will have a comprehensive shadow. This may make the grass-roots creative star, industry opinion leaders, new wave of brand marketing ideas and so on become more different than ever. The operable space around the short video, I personally think that should be refined by the word "split": for example, depending on the short video display business, film video platform can be split lens mode, according to user preferences (tags) push access; clothing brand can liberate model staff, cultivate for short video sharing or creative reach people, Advertise the product or interact directly with the user, and so forth. Review of the domestic short video market, subject to the technical environment, business layout, market and the constraints of many factors, now slow development but also contains unlimited possibilities. I personally count down, the deepest feeling is: mobile Internet too fast, and seems too slow. Fast means: Most users did not play enough microblogging, micro-letter appeared, micro-letter voice, such as just become mainstream, short video sharing and appear. Slow, the short video may also be like a number of previous attempts, the capital market after the hot, users are far from following. As this argument goes, the mobile Internet, on the one hand, seems to be a golden age, and a bit like always a few people.