What else can a video site do besides rob the copyright? Community interaction, large data customization is the trend

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"Video site of the fight to the father of the war has finally come to an end, but also by the traditional television to enter the internet impact." But the future development of video sites, in addition to the competition for copyright, there are also those available points? The author of this article discussed this issue with us, respectively, discussed the future of video web site can be developed direction. 】

In a sense, excellent soil on Ali is the video industry in the first set of signs delimited plus a full chain of music, each has entrenched. Stalemate, the deep territory becomes inevitable, and this is the two years of major video sites to increase the content of the construction of the background. 2014 was dubbed "the year of homemade drama" The title also stems from this.

The next question is, after what?

Before that, the basic fact of being overshadowed by grand narratives is that the content itself is not persistent. This is like a TV station, the collection of simple content, essentially playing a channel role-the audience only "watch" content, but no "connection" platform. In order to establish this "connection", the television station has done many attempts. For example, instant interaction based on telephone, SMS, microblogging, micro-mail, even the latest use of micro-visual interaction, not satisfied with this approach is to establish a continuous interactive platform-television video site, efforts to the living room of the audience into real-time users, such as Hunan TV, such as the beginning of the content of unicast strategy, diagram deeper binding relationship.

Compared to the television station's internet thinking, the network video site and the user's "connection" seems to be simpler. But this seemingly simple problem of handling level, may decide in the next video industry protracted war strategic position.

Comment Feature upgrades. Comments are the simplest way to achieve "content and user affinity," and are standard for all content platforms. Its upgrade presentation was first reflected in the "hot comment". Now, casually open a video site of the hit video, in the comments will always highlight a few hot comments, either the point of view is very unusual, or a large number of praise. In short, the hot comments in the flat comment system on the basis of highlighting the special Content section, found the comments of the "opinion leader" in the impact of the audience played an important role.

The latest evolution is the "barrage". While watching the video, the screen can create a "real-time interaction" illusion for the audience, a sense that is out of the scope of the commentary, but a social way of commenting on the performance. Apart from the previous messy presentation, the playing screen in the form of more creative, and enhanced the push to friends comments, in the "social commentary" on the further exploration. Due to the high compatibility with the program attributes, the performance of the play is outstanding, in the interactive level for the program to increase the number of points. The "Bounce screen" might be the standard for interactive content on video sites.

Personalized customization based on large data is the general trend. Through large data capture, analysis of user habits and preferences, thus pushing targeted content is not new Internet applications. But the video site in this aspect of the force on the whole is not enough, basically stay in the hot content of the editorial push stage.

But the significance of large data to content and video platforms is not limited to this. Based on data mining, video site and other content platform can not only improve the user experience, enhance the stickiness, more can push content-oriented, catalyze a cooler content production mode. Foreign, such as the United States TV series "Card House" success, is based on data analysis, "custom-made" TV drama mode to open the imagination space. In the Card House project, what to shoot, who to shoot, who to play, how to broadcast by the production side and broadcast platform Netflix tens of millions of viewers of the objective of the statistical decision. From the audience insight, audience positioning, audience access to the transformation of the audience, each step by accurate and meticulous and efficient economic data guidance, so as to achieve the c2b of the public to create, that is, the user needs to determine production.

Social and Circle. As mentioned above, in order to fundamentally change the weak points of the content platform stickiness, it is necessary to establish a content based relationship system. One of the systems is the creation of a "link between content and users" and, ultimately, the social interaction of people based on content.

At present, based on the performance of the social system of TV dramas, the most typical is watercress. Watercress on the surface is a review site, in fact, it provides film and television recommendations, and based on common interests of a variety of functions such as social. Based on the interests of the Community content recommendation, in addition to the popular content can play a good role in the activation of personality and vertical content, so that the distribution of PV can be balanced-this is based on large data personalized content recommendation.

In short, the content construction and the user experience promotion, is the video industry enters the deadlock stage to succeed after the key. The former is root, Hard, big scene, the latter is Ben, fine kungfu, slow work. Two-phase combination to attract and retain users, thereby gaining and consolidating the status of the industry over a longer period of time.

"Video site These development points, are able to expand the direction." But for now, the video site is still the first to solve the problem of content, after all, video sites rely on traditional TV stations to enter the content of the way or relatively easy to controlled. 】

Author: Third eye, internet commentator.