Since the release of the video account, there has been a lot of discussion in the industry circle. I am also one of the observers. I have been using it for a few weeks. From the perspective of learning, I tried to disassemble the video account from the following angles, and hope to discuss with you: Video number background Functional disassembly content production experience problems 1. Background On the short video track, Douyin’s daily life exceeded 400 million, Kuaishou’s daily life exceeded 300 million, the number of short video users exceeded 820 million in 2019 (QuestMobile report), and the market revenue will reach 211.03 billion in 2020 (iResearch data). Globally, TikTok ranks second in the global APP download rankings in 2019. A series of figures show that this industry is in the limelight.
With the advancement of 5G, the user penetration rate of short videos as an information expression method is bound to increase further. Tencent has launched 10+ short video projects, including Weishi, Tencent Moment, yoo Video, etc., but the largest Weishi currently has a monthly life of about 100 million, and is in the second echelon of short videos. Tencent resources, the retention is much lower than Douyin Kuaishou, and the growth is weak. Both internal and external pressures have been transmitted to WeChat. Zhang Xiaolong focused on the short content part in this year’s WeChat open class, which was regarded as a charge horn to the short video track. He mentioned: The original idea of the public platform was to replace text messages as a mass messaging Phone Number List tool based on connecting brands and subscribers, and effectively avoiding spam text messages.
The content of mass posting is not the point, it should be all kinds of content, such as text, pictures, videos and so on. But we accidentally made it into an article as a carrier of content, so that other forms of short content were not presented, which made us have a certain lack of short content. Compared with the public account, we lack a carrier that everyone can create. Because everyone cannot be required to write articles every day. From this, we can see Zhang Xiaolong's expectations for short content: Make up for the diversity of WeChat's information expression, and upgrade the user's experience of obtaining information in chat, public account, circle of friends and other scenarios 2 Short content, with large user coverage and strong demand, can inspire more content creators. Douyin Kuaishou has proved that this is a big market, and there are external forces such as 5G to promote the market to become larger. 2.