The earliest short video products in history should be traced back to the era when smartphones were just popularized. At 20 1 1, the appearance of wechat represents the rise of the mobile internet industry. At the same time, domestic mobile phones began to appear in the market, and international brands began to seize the functional machine market. 3G network was the main network standard promoted by operators at that time, and users began to have the awareness and habit of browsing Internet information through mobile phones.
It was at this time that Aauto Quicker was founded. At that time, Aauto quickless was called "Aauto Quicker GIF", which was a special software for making GIF animation, and then began to transform into short video. At that time, there were also second shots, micro-vision (front) and small shadows. However, due to the weak performance of smart phones at that time, the camera module's camera function was ineffective, and it was almost difficult to shoot high-quality videos with mobile phones, so the demand for creating with mobile phones has never been stimulated.
As we all know, Tik Tok and Aauto faster are now taking the UGC mode, and users create content. At that time, Youku, Ku6 and other websites were the same, but users basically used home cameras or video products to shoot videos, and the threshold for shooting and editing was relatively high. However, it can be regarded as cultivating some of the most primitive "God".
20 13-20 14, China began to promote the switching of 4G networks, and mobile phone manufacturers also launched 4G mobile phone models. Compared with 3G network, the Internet access speed of 4G is obviously faster. It is a bit difficult to watch videos on 3G networks, and the problem of network connection speed has long been solved on 4G networks. 65.4% of users started watching videos on their mobile phones. At the same time, domestic mobile phone brands led by Xiaomi and Huawei began to break out, entering the fastest growth year of domestic smartphone sales. Cheap domestic mobile phones give users a new tool to record their lives.
Some familiar products also began to appear in this era. For example, the beautiful photos and small card shows brought by Meitu were all very popular products at that time. But at that time, these products focused more on video special effects and dubbing to meet users' narcissism and friends' social currency needs. After the content was produced, the issue of distribution was not considered, and the video shooting mode was relatively fixed, so after a while, the popularity declined, especially in the small card show.
The real outbreak of short video industry still comes from the emergence of second shot, Aauto Quicker and Tik Tok in recent years. In recent years, the market share of Aauto Quicker once rose to 565,438+0% of the whole industry. The number and duration of users of short video platform increased by more than 100% compared with the previous year. In the field of media communication, the dividend period of WeChat official account is coming to an end, and everyone is exploring. What is the medium for the next generation of information exchange? Although the graphic form carries a wealth of content, the user's reading pressure is also relatively large. Compared with pictures and texts, short videos can be watched by everyone without dyslexia. In the same reading time, video can carry higher information density and kill time, so it is a more efficient medium. Investors and users also voted with their feet.
Tik Tok began to grow gradually on 20 17. The development routes of the two short video platforms began to diverge. Tik Tok pays attention to fashion trends, while Aauto Quicker is more grounded.
Matthew effect in any industry is inevitable. Tik Tok and Aauto compete with each other faster, attracting a large number of users' time. In this way, it is difficult for the short video platform of the second echelon to catch up with the market share of the top two. At the same time, in order to meet different kinds of users, ByteDance captured the nest of Aauto Quicker and continued to sink, and also launched a volcano video with similar concept.
The difference between short video and long video, with the intervention of artificial intelligence algorithm recommendation, is gradually dividing. The logic of a long video is "people look for content". The type of a long video content is conventional and fixed (not movies, sports, course videos, etc. ), and the motivation of users to watch long videos is also clear. But in a short time, it is destined not to carry too much valuable content, which is complicated. It is hard for users to say that they spent some time searching for a short video to watch. So the short video has to be "content to find someone." This depends on the algorithm to automatically push content for users according to their preferences, thus reducing the selection cost of users.
At the content production end, it has been gradually divided into two groups: PUGC and UGC. On the one hand, Tik Tok Aauto quickless encourages all users to start recording their own lives, and even Tik Tok has launched such excellent editing software as "editing". On the other hand, we are also firmly grasping the professional head content creators represented by PUGC. The main forms are signing talents and cooperating with MCN colleges.
The main reason is that the vast market of mobile Internet has brought space for the survival and development of short video content, and speeding up and reducing fees has really brought about the outbreak of short video. At the same time, the comprehensive popularity of domestic 4G mobile phones provides a hardware foundation for everyone to create and browse content. Short videos also meet the entertainment needs of users' fragmented time leisure.
Compared with traditional media, the threshold for making videos is lower than writing articles, and everyone can create them. Because of this, the content inventory is also larger than graphic and long video. The presentation form of short video is more intuitive and the information density is higher. Users can watch it at any time, unlike long videos that need to be watched at a special time. Not limited by time and space, the pressure and threshold are lower.