First, compared with long video, short video is far superior to long video in terms of production cost, production crowd, production tools and output richness.
Second, the consumers, consumption scenes, consumption willingness and total consumption duration of short videos will be several times that of long videos.
Third, the efficiency of short video distribution through relationships and algorithms will be stronger than that of long video centralized distribution.
Fourth, the shortcoming of short video lies in its appeal and goodwill, which is lower than that of long video.
Short video function:
Different from micro-movies and live broadcasts, short video production does not have specific forms of expression and team configuration requirements like micro-movies. It has the characteristics of simple production process, low production threshold and strong participation, and has more communication value than live broadcast. The production cycle is short and the content is interesting, which challenges the copywriting and planning ability of the short video production team.
Excellent short video production teams usually rely on mature media or IP. In addition to high-frequency and stable content output, they also have a strong fan channel. The appearance of short videos enriches the forms of native advertisements in new media.