The migration of search behavior toward video is traceable and irreversible.

The direction of search evolution, from text search, to image, audio, and now the emerging video search, its trajectory changes according to the direction of content evolution. In other words, where the content is, the search behavior will occur.

Aurora Data Research has also conducted a survey on this, and 77.4% of all searches of users occur on content-based platforms.

In the past few years, short videos have become a new and amazing content carrier with an annual growth rate of more than 60%.

Combined with the words of ByteDance CEO Zhang Nan-In the past few years, the expression and creation of the entire society have been videoized. As the most direct way to obtain information, search has also been videoized. Not unreasonable

On the first day of TikTok’s Spring Festival this year, when the monthly active search data was released, the concept of video search was announced on a large scale. Its confidence is the platform’s acceptance of the content.

Tik Tok has already been fully armed for content construction. In recent years, in the exploration of high-quality vertical content, more than 60 different vertical categories have been developed, including public welfare, art, fashion, and animation. At the same time, celebrities, official media, and mainstream media have been continuously invited to join Douyin. Entertainment sir observes that the outside world is also generally optimistic about video search.

For ordinary users, it is only a matter of time before video search becomes the norm for popular searches.

From the perspective of the overall search environment, Aurora research data shows that although the advantages of an independent search platform still exist, it tops the list with a utilization rate of 71.5%; but the short video platform performs well, and 68.7% of users will pass The short video platform for searching has become the second most used search platform.

This time, Douyin, the first to type the concept of “video search”, opened the search box in May 2018. In May 2019, 5 senior executives from Baidu resigned, 4 of whom were the management of Baidu Search. However, according to Tencent News “Front Line”, two of these four executives have joined Bytedance. Flow between high-levels,It’s not new in Internet companies, but at least it shows that Douyin’s efforts to search for videos are not just talking.

There is also a subtle change in the flow of search talent. Xiao Ai, who works for an Internet marketing company, said that two years ago, the company’s SEO technicians were laid off. Beginning in the second half of last year, it was launched in SEO and recruited a lot of people. Not only Bytedance, some medium-sized companies are hiring people.

Every point of quantitative change, at a certain moment may usher in its qualitative change.

Small search, great business opportunities

A business field that cannot be ignored.

At a time when user growth is peaking, Internet companies are generally facing the problem of increasing traffic. Search is an active behavior required by users, and the data that comes out is not only accurate, but can also activate long-tail content and high-quality content. Whether it is the information platform Zhihu and Douban, or the social platform Weibo, e-commerce Taobao, etc., search portals are without exception the hard bones of companies that do not let go.

The high-profile announcement of Douyin is after three years of hard work on search portals, and with the precipitation of video content, video search is regarded as a new growth point for marketing business.

In the disclosure of Douyin’s advertising and marketing revenue, according to LatePost’s report, at the end of October 2019, Douyin has achieved a daily revenue of 200 million in advertising revenue, but the placement of Douyin’s advertising space has reached 10-20%. Ceiling level.

The promotional copy of a sales director of Douyin in this video search is that search will be another major business focus of Douyin besides e-commerce and live broadcasting.

From a strategic point of view, Douyin has promoted the small search button as an important increase in advertising exposure and conversion to a position that keeps pace with e-commerce and live broadcast.

The sea of ​​stars in the business world of large companies may be out of reach for most companies, but for brands, in the early stages of business exploration, enjoying the search traffic dividend of short videos is indeed operational.

Guo Feng, who was in charge of the SEO business at a marketing company, told the entertainment industry (ID: yulechanye) that now he is starting a business with another friend, focusing on the marketing business of platform search. But he did not completely abandon traditional search engines. The current business structure is a combination of traditional and video search.

In September last year, at the beginning of Douyin’s omni-channel search advertising, Guo Feng’s partner Ding Ding dealt with a demand for Douyin search. What the client puts isA marketing tool, the data that finally ran out showed that the OCPM (ie thousand impressions bid) consumed by advertising was about 300 yuan.

He explained that the marketing cost of this promotion is similar to the information flow cost of other search engines on the market, but the back-end conversion of video search will be higher.

“Video search advertising has just started, there is certain support, and the push is okay.” Ding Ding summarized the ad placement this time.

The case cannot deduce the state of the entire industry, but it can also peek some rules from it. In this field launch, at least two major messages were released. First, the cost of video search delivery is basically comparable to that of traditional search engines, so user education will be much easier.

In addition, Huang Xiaoyi, an entrepreneur who returned to Changsha, a new first-tier city from Beijing last year, focused on doing business vertical accounts on WeChat video account. In six months, he has realized more than 900,000 yuan. In an interview with the media, she said that companies in second- and third-tier cities are slow to respond, but their willingness to embrace video content is very strong.

As more and more companies recognize the value of short videos, the next step will help more brands “early adopters” choose this form of delivery.

“While doing search business, it will also help brands operate video accounts. For business development, it is a double benefit. We are still optimistic about this business sector.” Guo Feng said that video search and the optimization logic of the website ten years ago are very similar, but there are differences. This is an opportunity of the times.

If it is said that when brands and even enterprise players enter the market, Douyin’s advertising revenue will have the possibility of raising the existing ceiling again. Therefore, based on the service content and commercial space exhibited by search, some visitors believe that video search will support the next 100 billion business.

For search, short video platforms have begun to show off. Perhaps, after the 5G era has fully arrived, the search engine market is bound to change, and everyone in the “field” will be the builder and witness.

(Note: Xiao Ai, Guo Feng, Ding Ding in the text are all pseudonyms)