Watch the video vertically~

Editor’s note: This article is from the WeChat public number “Qi Maiyan Research Institute” (ID: Qimaiyanjiuyuan), the author painted. The original title “Short video is not short, the traditional video crisis is intensifying! Youteng has entered the game, and the vertical screen drama has emerged? 》

According to QuestMobile data, the number of short video users has exceeded 820 million, and the monthly usage time per person has exceeded 22 hours. The usage time of platforms such as online video and social platforms has been reduced. At the same time, the promotion of short videos has made users become accustomed to watching videos on the vertical screen. The definition of vertical screens has gradually emerged. At present, many platforms have already made some performances on vertical screens.

Quickly launch a vertical screen app to attract new users by story

In the short video industry, although there is a gap between the user groups of vibrato and fast hands, the competition between the two is still very intense. In “Shaking VS fast, from “short video” to “editing” wars constantly! Products in the list of arrogance”, Qi Mai once pointed out that the vibrato and the fast-handed to build their own matrix products in order to attract new users and expand product influence. At the same time, with the arrival of Vlog winds, vibrato and fast hands have also extended the duration of short videos. Seven wheat data shows that from the App Store’s estimated downloads in the past year, fastThe user growth rate has gradually slowed down, and the cumulative estimated download volume (iOS) is 4500w+, and the vibrato is more than twice. From the ranking of the list, the vibrato ranking is also on the fast.

Short video is a cake that has been eye-catching by traditional video giants: Youteng has entered the game, and the vertical screen has become popular?< p> Although the fast-handed app was put on the App Store in 2014, and it already has a certain user base, but the vibrato has developed rapidly. At present, the vibrating moon has reached 320 million. In order to reach the goal of 300 million daily activities, the fast hand is also constantly deployed. in. In April of this year, the fast-handed small theater, which mainly promotes vertical screen dramas, was officially registered on the fast-hand platform. The main features of the vertical screen dramas are short content, fast pace, and continuous plot, which can be called an extension of short video.

Short video is a cake that has been eye-catching by traditional video giants: Youteng has entered the game, and the vertical screen has become popular?< Recently, the fast-handed player has launched a new vertical screen drama "Chasing Duck", which can be downloaded by Android users through official channels. In chasing ducks, users can watch 5000+ vertical screen dramas such as love, campus, tyrants, colleges, etc., while watching, you can double-click, click to clear screen, and left-slide selection, which is quite convenient and simple. Quickly launched the vertical screen app, you can see that in the process of development, not only need to improve the product's shortcomings, but also need to maintain product innovation, in order to attract new users and enhance user stickiness.

Aiyouteng has entered the game one after another, using short video to snatch users

In 2017, Youku launched a vertical screen information program “Youku Spicy Newspaper”; then, Tencent Video also launched the vertical screen “My Boyfriend Sister” and the talk show “Speak with strangers”, but these two The vertical screens launched by the big platform did not cause much sparkion until Iqiyi launched the vertical screen drama “Life is on me.”

Short video is a cake that has been eye-catching by traditional video giants: Youteng has entered the game, and the vertical screen has become popular?< p class="img-desc">(Iqiyi vertical screen drama “Life is for me”)

In the iQiyi, the vertical screen of “Life has started with me” has gained a lot of exposure and traffic, and the first episode of the show has won 498.3w likes and 1.3w Comments, even became a masterpiece of the vertical screen drama. Later, iQiyi also launched the related vertical screen theater, not only from the production of vertical screen drama, but also made the drama and tidbits of various variety shows and film and television dramas into vertical screen dramas. With the high traffic of the film and television drama itself, the development of the platform vertical screen drama is brought to the double exposure mode. Tencent video is also on the plot of “Ghost Blowing Light” series, and Youku also tried on “This is Iron Armor”. But how the effect remains to be seen.

Short video is a cake that has been eye-catching by traditional video giants: Youteng has entered the game, and the vertical screen has become popular?< p class="img-desc">(vertical screen: left, Tencent video; right, Youku video)

When the duration of short video users increases, iQiyi, Youku, and Tencent Video are the main force of the network video platform. Although they have certain strength in brand influence and user base, they will inevitably receive some influences. Breaking the past pattern of products, combining the advantages of their own products to launch vertical screen dramas, and with the high traffic and high exposure of TV dramas, stars, and net red, may also be a good way to snatch users from short video platforms. To this end, Youku has also said that it will launch a technology that can help video adapt to various terminals and screens, which is undoubtedly a boon for creators.

Changes in user behavior have created the rise of “vertical drama”

With the short video and live broadcast, the user’s behavior habits have also been changed. The user has begun to accept the video from the vertical screen when viewing the video from the original horizontal screen. This is also the vertical screen in recent years. The launch of the drama is one of the reasons why users are welcome. Products may be able to find a new way of development.

For example, Taobao’s “Taobao Second Floor” is to use the changes in user psychology to launch relevant short video plots at night and early in the morning to attract users to purchase items. Such an innovative move can not only capture the product, but also hit it. When the hot screen is on the vertical screen, the effect is naturally “1+1>2”.

Short Video This cake has been eye-catching by traditional video giants: Youteng has entered the game, and the vertical screen has become popular?

For ordinary users, vertical screen production is simpler than film and television dramas, with lower capital costs and less energy consumption. Only a simple script can produce a series of vertical screen dramas, which is beneficial to promote yourself.

At the same time, for SMEs, this kind of vertical screen drama is also better than online drama production.Slightly simple, SMEs can use the hotspots of the vertical screen to launch scripts, launch the tidbits around the TV series, and expand the influence of the platform.

For developers, short video platforms and online video platforms can use their own KOL and the influence of their own film and television drama to create a series of vertical screens to enhance user stickiness. The e-commerce shopping platform can add relevant functional modules, so that the merchant can also promote the vertical screen drama, thereby attracting more users to purchase products. Even social networking platforms such as Weibo, as well as live broadcast platforms such as Zanjiao Live and Yingke, can also use platform traffic blessing to guide users to participate in the production of vertical screen dramas, cultivate the platform’s own KOL, or attract new users.

Summary

Introducing product matrices to extend beyond the product’s inherent landscape. Products have their own positioning at the time of launch. With the user’s habits and the development of the industry, suddenly changing the product positioning will hurt the user experience, and timely launch the product matrix, perhaps better.

Incorporate new product features with new product features. In the process of development, the product needs to be innovative, and the introduction of new functions in combination with the characteristics of its own products may be a new means of obtaining.

With industry heat, take advantage of the volume. Although the vent of the vertical screen has not yet arrived, as the base of short video users gradually increases, the user’s behavior habits are changing, and developers can take advantage of the potential to develop their own products and thus gain.

Incorporate user portraits and pull new with psychological warfare. The opening time of the second floor of Taobao is set to be evening and early morning. In fact, it can be seen that Taobao has made some research on the user characteristics of the products, while the developers are perfecting or adding new features for the products. You can also try to make adjustments based on user habits to promote product life.

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This article was originally created by the columnist of Qimai Research Institute [painting]. Reprinted with 7 Mai Research Institute to obtain authorization, Qimai Research Institute has the right to pursue responsibility for unauthorized reprinting.