Short video media route behind

Recently in the focus on the user chat to see the topic of short video, in many people's view of the short video because the existing mainstream applications are too high-end, so the cock silk came in only dare to onlookers but dare not hair, because are the stars of the speech. But the author thinks the short video social sharing, its core should be lets the friend and the good friend play together, like this can let the user produce the content production video the psychological threshold only then will drop down, based on most is the friend's video, the consumer content cognition cost and the opportunity cost also will gradually drop down. If so, why not focus on social play and pursue a pan-media route?

Before we answer this question, let us analyze what is the media route and its pros and cons.

The advantage of short video is to be able to quickly gather cock silk users, the disadvantage lies in misleading users of this product awareness.

Media route refers to the back of Sina Weibo's celebrity strategy, in the early days of development, Sina Weibo use celebrities, grassroots and large effect quickly driven a number of ordinary side users, so that Sina quickly become the most influential micro-blog brand. But also celebrity, lost celebrities, Sina has been slow to realize that at this time the public opinion and interaction has been polarized and Matthew effect trend. Stars, Big V or grassroots fans and interacting more and more, in particular, the star, a word also attracted countless comments and forwarding, and the real ordinary users to send a micro-blog, often no one, the user is very easy to fatigue, the awareness of Sina Weibo also stay in the media content consumption, the production of enthusiasm is deteriorating, With the rise of micro-credit and the prosperity of the circle of friends, the speed and scale of users fleeing Sina Weibo is increasing.

Now back to the short video social sharing, the truth is the same: Media strategy pros and cons, the key to see the platform to grasp this time point and strength. Summarized as follows:

Positive side: First, the celebrity strategy can quickly pull new users; second, the media operation is conducive to the promotion of product user activity; Third, media products help to reduce the psychological cost of users to use products, retain users.

Adverse side: First, the media route to enhance the user's psychological threshold of production content, come in are stars and large, ordinary users can do, look good. Second, the media route is very easy to confusion user brand awareness of products, is a social sharing product, is to let ordinary users and users of friends to play together, the result of the media because of the route of the user in the heart of cognition This is a short video media applications. Third, users of the content quality of the expectations will improve, not look I go, good-looking I will stay. At its core, the user's perception of the product deviates from the initial creation of the product, which is a very serious problem. So why not change the media?

National conditions determine that short video must have "Chinese characteristics"

As a social startup Tencent and Sina Weibo, how can not know these ways, let alone Sina's precedent. In private, factors that contribute to user confusion include:

① social sharing community is destined to belong to the media, half social

On the mobile side, I think there are two kinds of products that will be hurt by "social" labels, such as micro-letters, WhatsApp, such as private, point-to-point strong relationship between the application of communication, such as a timeline form of the use of sharing classes. The typical representative of the text class is Micro Bo, picture class Typical representative is Instagram, audio class typical representative is to sing it and PA, the typical representative of the mix is Facebook, QQ space and Renren. These three hybrids are not to mention that they are strongly related, and like Weibo, Instagram and singing bar, because users need to share content, users in order to continuously increase the powder, expand influence, will continue to share and produce more fun good-looking content, and the majority of the proportion of users become their content loyal consumers.

② the unique character of the Chinese people must have someone to play with

Frankly speaking, is the mean and introverted, although the reform and opening-up for more than 30 years, the degree of openness of the Chinese people are more and more high, but the understanding of openness is rarely seen to grow. In particular, micro-bo This kind of advocates to the center of the platform and products appear, the people seem to be from the introverted to another extreme, that is, vulgar content manufacturers and revelers. Therefore, how to develop a new community in the quality of a relatively high but very active atmosphere, only we now see this reliance on Celebrity star model effect, relying on a variety of people to create novel play, rely on the official strong operation means to drive the ordinary user's follow.

It's hard for ③ people to really relax.

Open foreign short video application Vine, give you a very obvious feeling is: TMD, how the foreigner so many creativity, then can play. Friends say foreigners open-minded, personality open, this is not wrong. Another point is that foreigners are in a country where the environment is lax. Unemployment has the government relief, old has the government endowment, the sickness has the health insurance, why Obama's health care reform plan has been delayed, because the foreigner is concerned about their food and clothing living, the sickness and death motion specially specially cares. It does not matter if reform is slow, but it is important that the reforms take care of the interests of the minority and neglect the interests of the middle class and the miscarriage class. You look in China, not to see a doctor to buy a house, even this normal breathing air can not protect, where there are enough idler every day in front of the mobile phone camera tease.

Short video application social enhancement is to reduce the media trend of operational intervention

The heavy operation or the need to restart, the adjustment of the place or to adjust. In terms of social empowerment, it is necessary for the Giants to learn from some short video social entrepreneurship, and precisely to reduce "media-oriented operational intervention". As entrepreneurial companies do not have and master celebrity resources, so they can only rely on mining the interests of ordinary users, build the UGC of ordinary users to gradually develop a short video sharing community. such as the early Youku and the potato pats, as well as is now on the entrepreneurial road the racket, micro-pats, GIF quick and funny, and so on, is a typical rely on ordinary users to generate content in the maintenance of products, once they have such as micro-mail, QQ, such as strong relationship chain data, perhaps they have to create a short video social networking will have a better advantage.

In addition, as a domestic short video social application of micro-vision and play, should be early to think about the direction of the platform and quickly take action. I have contacts with several start-up developers, they all want to be able to quickly realize the idea that the short video platform can read and write the message interface open, if once open, then they can in the vertical short video social domain to do deeper, more personalized, but also for the short video social platform continuously contribute users and UGC content, Enhance the social and UGC content of short video platform from the perspective of open platform.