Introduction: Don’t doubt it! Short video is the next trend in content entrepreneurship and can also produce 10 papi sauces. For short video entrants, the most difficult thing is to pass two thresholds. One is spread to enough target groups, and secondly, generate advertising revenue to maintain healthy operation. Let’s take a look at the specific content.
There are several most noteworthy indicator events:
In April, Papi Jiang’s advertisement sold for a sky-high price of 22 million yuan, setting a record for a single video advertisement in human history. Fan Bingbing’s endorsement fee exceeds 18 million.
In September, statistics showed that the APP with the highest per capita data consumption was not WeChat, but the short video application Kuaishou.
In September, Toutiao announced at the Toutiao Creator Conference that it would invest 1 billion yuan to subsidize short video creators. In October, the new list released the top 20 self-media companies in Toutiao. There were 13 companies involved in short videos. There were only 8 companies half a year ago and only 2 companies a year ago. Short videos have become the standard for large self-media companies.
These three things are all related to short videos. Behind them, there are magnificent changes in content entrepreneurship.
Giants such as Toutiao, Weibo, Tencent, and Alibaba have all entered short videos this year, fighting for subsidies and policies to fight for traffic. The latest entrant is Qiu Bing of "My Heart Is Surging". Pear Video, which he founded, was launched in November and was valued at 2 billion within two weeks. It is said that more than 50 institutions have lined up to seek investment.
Powerful players are entering the market intensively, Internet celebrities are making countless money, thousands of creators are ready to make a move, and people and money are all flocking to the same focus. This scene is familiar to us. We have seen it in hundreds of regiment battles, O2O shopping, and fierce competition in live broadcasts.
When the wind emerges, the scenery is always similar. "At least 10 PAPI sauce-level IPs can be produced in this field." Analysts from industry insiders.
The trend has taken shape
In September, Toutiao CEO Zhang Yiming made a judgment: "Short video is the next trend for content entrepreneurship."
When many self-media companies are still obsessed with traditional graphic content production, the "short video trend theory" is like a deafening whistle, reminding the fundamentals of the entire content field that major changes are taking place.
Whether the content industry has become a trend can be viewed from three aspects: the consumer side, the production side and the investment side. In the past year, short videos have experienced a blowout in terms of traffic (consumption side), output (production side) and capital (investment side).
(1) Consumer side: traffic
It is common knowledge in the industry that traffic is getting more and more expensive. What happened at the end of September? The public account brushing tool failed, and the reading numbers of some large accounts plummeted. ?The incident is just a footnote to the bottleneck of public account traffic. However, short video traffic has grown rapidly this year.
Weibo short video traffic has exploded this year, with the average daily video playback volume in the second quarter being 3.3 times that of the first quarter. Weibo’s stock price has been booming this year, and its market value has even surpassed that of Twitter. Short videos have contributed a lot.
Toutiao’s short video playback volume increased by 260% in the first half of the year, with an average daily playback volume of more than 1 billion, surpassing graphic content. The proportion of graphics, text and short video content has been ebbing and flowing, which has become a fixed trend.
The short video independent APP is also extremely strong. Kuaishou, which is very popular in third- and fourth-tier cities, exceeded 100 million users in June 2015, and exceeded 300 million in February 2016. It took 8 months to capture 200 million new users.
Short video traffic on various platforms is exploding in all directions. When a new oil well is drilled, the people around it will be the beneficiaries.
(2) Production side: content producers
Wherever the traffic is, content producers will be there. Short video traffic is blowing out, and the blowout for content producers is a natural result.
Qiu Bing, who founded Li Video, is one of the new entrants. His trajectory is intriguing: in 2013 or 2014, when news clients emerged, Qiu Bing ran The Paper; two years later, he devoted himself to New traffic depression? Short video. From print media to websites, graphics and information apps to short videos, Qiu Bing’s trajectory is actually a microcosm of the entire flow of content producers.
Behind Qiu Bing is a long list of new producers who have flocked to short videos from traditional fields.
In addition to former media professionals joining the short video entrepreneurship camp, traditional media organizations are also investing in the short video field.
Just in October this year, traditional media such as Jiemian News, Southern Weekend, and Beijing News announced their investment in the short video field.