On May 21th, at the CSC Space Industry Content Summit and Business Scene Innovation Exhibition, Li Xin, the editor-in-chief of Pear Video, gave a speech with the theme of "Information Short Video Standards Standing". He believed that the core function of short video was "storytelling".

The following is a recorded speech by guest Li Xin (with some deletion and modification):

We have talked a lot about short video entrepreneurship, and it is only in recent months that we really sat down to discuss short video standards. I think there are two kinds of short videos, one is information short video, and the other is online celebrity short video. The feature of online celebrity short video is to shoot yourself, and the feature of information short video is to shoot others.

Three revolutions of information production mode of short video

The short video standard has been established, and I think "when it is established" here means that it is urgent to be determined. Before talking about standards, I want to introduce the background of short video development. Basically, I think it is the revolution of information production mode.

the first mode of information production is organized production with agenda setting. I used to work as a newspaper at noon, have meetings in the afternoon and work at night. The whole process is solidified, the whole program is relatively fixed, and the time scene is relatively fixed. This mode of production determines that the content is limited and the producers are limited, mainly media workers.

There has been a change since the rise of mobile Internet and self-media, and the second mode of information production-non-agenda-setting unorganized production has entered the foreground. This mode of production has obvious characteristics, and anyone can publish content that conforms to the laws of China anytime and anywhere by using the media. With the rapid development of this mode of production, people find that they are faced with very rich information, but less and less good content, and the familiar phenomenon of information overload appears.

in this case, the advantages of the third mode of production-"non-agenda-setting organized production" are reflected. Non-agenda-setting organized production is characterized by anytime and anywhere production. Although there are an infinite number of producers, they have a certain professional threshold, professional ability and even professional training to enable them to screen content for customers. In the past two years, the algorithm mode has been popular, and intelligent propulsion is one of the third modes of production.

As far as our filming network of Pear Video is concerned, there are currently 15,111 core photographers in 521 cities, and there is a most efficient filming management system behind it, which constitutes the largest filming network in the world. Some time ago, we announced a strategic cooperation with Hungry, and also to expand the reservoir of filming.

the evaluation criteria of high-quality short videos should be four "yes or no"

Go back to "standardization". Anyone who has had news training here will understand this sentence. High-quality short videos of information must conform to communication ethics and inherit professional ethics. Short videos of information carry information, and the relationship between connection and users is credibility. If this link is not observed, it will not exist.

Information short videos are used in fragmented scenes, and they have natural social attributes. Therefore, no matter in the video station of Pear, or in social networks of Weibo and WeChat, there is an "encounter experience". I think the so-called user experience is just two words-"encounter". Whether short video can capture customers is these two words, which are provided by producers to users. The recommendation of pear video in the station is to help users find suitable and valuable short videos.

so what's the standard? I think there are three aspects, the first is the four "whether", the second is the change of three evaluation dimensions, and finally there is a core function.

the first "yes" is whether the topic of the information short video has natural social attributes. Just now, I said that information short videos are born for social networks, so I think the first standard is very critical. For example, some classic short videos, such as "Blue Skinny Mushrooms", "Little Brother Lamian Noodles" and "Taking Carp to School", are unlikely to be done by traditional media, but when you make information short videos, the producers should pay attention to such topics, and pay special attention to them.

the second "no" is whether the form of short video is customized for the mobile terminal. For example, pear video has been explored in the length of information short video content, subtitles, narrative style, sense of substitution and vertical video.

the third "no" is whether the short video product has a path to reach the user's heart. I'll give you two examples, Vax and NowThis, which are video explaining style and video reading style. Let me give you an example to illustrate these two concepts. I prefer to watch China mainland series, "in the name of people" and "Country Love". There are many explanations about the theme of in the name of people's play, including various speculations and explanations inside and outside the play. And country love is boring when I look at the topic. It is a pastime. I can do other things while watching country love. So no matter what path reaches the customer's heart, this will be established. This is very important.

the fourth question is whether users of short videos are willing to pay for the time. It is much easier to switch videos on the mobile phone screen than to switch TV channels with a remote controller, so this viewing time data is a very important indicator for the background assessment of pear videos. We have been paying attention to the seconds when the user turns off our video. We have also made a lot of efforts, hoping that he can watch all the videos in 31 seconds and can't switch off the video in the first 11 seconds.