May 20, in the "CSC Space Industry Content Summit and Business Scene Innovation Exhibition", Li Xin, editor-in-chief of Pear Video, brought the theme of "information short video standards when standing" speech, he believes that the core function of the short video is to He believes that the core function of short video is "storytelling".

The following is a transcript of Li Xin's speech (with some deletions and modifications):

We have talked a lot about short video entrepreneurship, and we really sat down to discuss the short video standard in recent months. I think there are two kinds of short videos, one is information short video, one is Netflix short video, Netflix short video is characterized by filming themselves, information short video is characterized by filming others.

Short video of the three information production mode revolution

Short video standard when established, here "when established" I think is urgent, urgent to determine the meaning. Before I talk about the standard, I want to introduce the background of the development of short video, basically I think it is a revolution in the way of information production.

The first type of information production is the agenda-setting type of organized production. I used to work for a newspaper at noon, have meetings in the afternoon, and sit in the evening. The whole process is solidified, the whole procedure is also relatively fixed, the time scene is relatively fixed. This kind of production method determines that the content is limited, and the producers are also limited, mainly media workers.

After the rise of mobile internet and self media, there has been a change, the second way of information production - non-agenda-setting non-organized production into the foreground. This mode of production is characterized by a clear, anytime, anywhere, anyone with a self media can publish content in accordance with Chinese law. With the rapid development of this mode of production, people find themselves confronted with an abundance of information, but less and less good content, and the familiar phenomenon of information overload emerges.

In this case, the advantages of a third mode of production -- "non-agenda-setting organizational production" -- come into play. Non-agenda-setting organizational production is characterized by the production of anytime, anywhere, although the producer is unlimited, but there is a certain professional threshold, professional ability, and even after professional training so that they can screen the content for customers. This two years more popular algorithmic mode, intelligent advancement is one of the third type of production belongs to.

Taking our Pear Video patron network as an example, we currently have 15,000 core patrons in 520 cities, behind which there is a most efficient patron management system, which makes up the world's largest patron network. Some time ago, we announced a strategic cooperation with HungryMall, also in order to expand the pool of patrons.

Quality short video evaluation standard should be four "whether"

Back to the "standardization", if you have had journalism training people will understand this sentence, quality information short video must be in line with the ethics of communication, inherited from the short video. video must be in line with the ethics of communication, inherited professional ethics, information short video bearing is information, connecting the relationship between the user is credibility, if you do not comply with this link will not exist.

Information short video is applied to the fragmented scene, is a natural social attributes, so whether it is Pear Video station, or microblogging, microblogging social networks have an "encounter experience". I think the so-called user experience is two words - "encounter". Whether short videos can capture customers is these two words, which are provided by the producer to the user. Pear video in the station to recommend, is to help the user to find suitable for him, valuable short video.

So what is the standard? I think we need to talk about three aspects, first of all, the four "whether", followed by three evaluation dimensions of change, and finally there is a core function.

The first "whether", information short video selection is not a natural social attribute. As I said earlier, information short video is born for the social network, so I think the first criterion is very critical. For example, some classic short videos such as "blue thin mushrooms", "ramen noodles", "bring carp to school" and so on, these topics are unlikely to be done by traditional media, but when you do the information short video producers should pay attention to such topics. The producer of the video should pay attention to such topics, and is focused on.

The second "whether", short video form is customized for the mobile terminal. For example, Pear Video has explored the length of information short video content, subtitles, narrative style, sense of immersion, and vertical video.

The third "whether" is whether the short video product has a path to reach the user's heart. Let me give you two examples, Vax and NowThis, which are explanation style video and reading style video. Let me give you an example to illustrate these two concepts. I like to watch Chinese mainland dramas such as "In the Name of the People" and "Love in the Countryside". The drama "In the Name of the People" has a lot of interpretations around the theme, including all kinds of speculations and interpretations both inside and outside the drama. While the title of the countryside love is very boring, it is a pastime to watch, I can watch the countryside love while doing other things. So no matter what path as long as the arrival of the customer's heart this will be established, this is very important whether.

The fourth "whether", short video users are willing to pay for time. It's much easier to switch videos on a cell phone screen than to switch TV channels with a remote control, so this viewing time data is a very important indicator for Pear Video's background assessment. We have been concerned about the user is the first few seconds to turn off our video, we have also made a lot of efforts, I hope he can 30 seconds of video hope to be able to watch all, can not be the first 10 seconds to switch off this video.