A tripartite pattern has been formed. Why do short videos compete for expansion?

Coincidentally, the recent US beats and second beats have also introduced 60-second video capabilities. The difference is that the changes in the length of the beat and the second beat only provide more shooting space for the average person, while the micro vision directly provides eight seconds and five minutes of time. Differences between the average person's video demand and the PGC content consumption extend more than 8 seconds.

In sharks' view, the short video is competing to expand, perhaps representing some future trends.

First, the improvement of the network environment, so that the acceptance of short video continues to rise

The recent research of the Analysys think tank found that with the gradual popularization of smart phones and the continuous optimization of mobile speed and flow rate measures, the short video socialization gradually released a booming market demand, making the video start to be used as a text-like, picture-like ordinary The form of communication has spread and has received extensive attention from Internet users.

However, in addition to social networking, the attention of short video is also reflected in attracting a large number of celebrity talents and ordinary users to settle in, and produces a large number of UGC video, derived a variety of new games and new tricks, and enjoy it. For example, in the ice bucket challenge that is popular this year, more and more people are sharing and broadcasting via a short video platform to form a larger topic effect. It is not difficult to imagine that once an internet product has inspired the enthusiasm and subjective initiative of users, it has already taken root in its vitality and bound to have unlimited potential to be tapped.

Second, changes in user needs, giving birth to short video features continue to extend

One of the typical complementary relationships between user needs and product features is WeChat. From previous voice chat tools, WeChat has now grown into a mobile aircraft carrier with multiple attributes such as social networking, e-commerce, and media.

The short video video and video beautification features have greatly reduced the threshold for video production for ordinary people. For example, when microvision first appeared, the 8-second segmentation shot fostered the user's shooting and sharing video habits. At the same time, it also gave birth to the passion for video creation by countless ordinary users, especially the cultivation of a group of original user groups. With the increase in the number of user groups and the tendency to subdivide them, this demand has a reversed conduction effect on the short video itself. From micro-view updates, from the 8 second segment shooting, to increase the support for local video upload, photo-generated video of dynamic albums, and then to the current long video capabilities, are confirming the relationship between user experience and product features.

Third, the expansion of the ecological market, so that the short video platform trend.

As a single media, video has formed the Internet ecosystem of the Internet in the PC. However, in the mobile domain, video is missing. This is also the opportunity for short video. Judging from this year’s frequent movements, short videos have gradually become more effective in terms of influence and attention. For example, micro video, both red media (media attributes), and easy sharing and forwarding (social attributes) have become microblogs. The most promising marketing platforms after WeChat, such as pioneers such as Xiaomi and Wanda, have already taken the lead in marketing Microvision marketing. In terms of the time dimension, Microvision has adopted the introduction of a five-minute long video, which is equivalent to the standard length of a microfilm. If it is combined with advertising marketing, its marketing effect can be imagined. Enterprises can use this function to implant Multiple native advertising screens.

It is not difficult to see from the above analysis that with the changes in the Internet environment and user needs, the function of short video has become very rich. These upgrades seem simple and are actually a catalyst, all of which make short video extremely promising. The media portals, marketing portals and mobile traffic portals have further enhanced their platform value.