Short video unlocks the “seal” of parents’ addiction
Editor’s note: This article comes from WeChat public account “Entertainment Business Watch” (ID: wenyushangyeguancha), author Amu.
10 years ago, a song “QQ Love” became a trend of young people in the non-mainstream era; 10 Years later, a “WeChat Love” became the heart of the middle-aged and elderly.
With the domestic Internet Popularization, middle-aged and elderly people have gradually embarked on the “no return” on the Internet. According to the “Mobile Internet Report for Senior Users” released by Tencent Application in 2018, China currently has 80 million elderly Internet users, accounting for the percentage of the elderly population. Twenty, in other words, one out of every five elderly people uses a mobile phone to access the Internet.
In the online world, they chatted with WeChat, fought the landlord, saw the chicken soup, sang K songs, and also started playing short videos in recent times.
In this national entertainment In the era, our parents and elders are using the Internet to enrich their old age, which has brought new growth points to the short video platform, and has also seen business opportunities for many exclusive middle-aged and older Internet products.
“Internet addiction” for middle-aged and elderly people
According to the “Silver Hair Population Insight Report” published by QuestMobile, the per capita use time of mobile internet in the silver-haired population (people over 50 years old) From 98 hours in December 2017 to 118 hours in December 2018, it increased by 20.7% year-on-year, which is converted into daily use time, that is, nearly 4 hours a day using the Internet.
and years ago theyThe collective has a different rejection of the Internet. Today’s elders have a lot of enthusiasm for the Internet.
For middle-aged and elderly people, it is not easy to follow the pace of the Internet age. The biggest threshold is that in the most basic operations, the vast majority of middle-aged and elderly people will ask their children for their younger generations and relatives. Friends, so invisible teaching parents online has also become a manifestation of filial piety in the new era.
The vast majority of middle-aged “Internet addiction” started with WeChat, because voice calls are free of charge and video chat, which attracts many older users.
In WeChat’s user data, in 2016, there were only 7.68 million active users over the age of 55. After two or three years, this number has grown to 63 million.
In terms of frequency of use, 86% of the elderly use WeChat every day, 42% of the elderly feel that they open WeChat many times a day, some people ridicule, we may also need to establish a middle-aged anti-addiction system while establishing a youth anti-addiction system.
In the “Silver Hair Population Insight Report”, in the active penetration rate of the first-tier industry of silver-haired people, in addition to mobile social activities represented by WeChat, mobile video represented by vibrato and fast hands is second only and short. The length of video usage is the largest year-on-year increase in all industries.
like to play vibrato, Fast-handed friends should always be able to brush up short videos of some middle-aged and old users. In the quiet, middle-aged and old people have become a major force in short videos, and the degree of addiction is not lost to young people.
Short video of “Elderly Wind”
What are they doing during the four hours of online time for their elders?
In the eyes of most children, parents’ mobile Internet access is either reading a variety of successful chicken soups or watching the beauty video cover, but in reality, middle-aged users are also keen on young people to play. The Taobao fights a lot of representative shopping apps, the beauty app represented by the beauty camera, the singing app represented by the national K song, and the short video app represented by the fast-paced hand.
Although the same app is played with young people, middle-aged and older people can play completely different styles and form a unique group.
First, the short video of “Elderly Wind” has a certain style continuity in content. The philosophy of life, the topic of both sexes, and the secrets of the ages are their talks.
Like their success in WeChat love forwarding, the elders who entered the short video still love these philadelphia soups, such as “the five things that people must do right in this life”, “Men are afraid to go wrong.” , women are afraid of marrying the wrong lang.
At the same time, about men and women The topic has always been the interest of the elders. Is it better for men or better for women? It has become the mystery of the discussion of the ages, and there is something like “Where is the man the most honest? Where is the most virtuous woman?”
Second, the “Elderly Wind” short video has a succinct style, colorful fonts, colorful effects, and various types of photo albums.
In their social circle, even short video comments are magically consistent. Most elders are not used to typing. Comments are mostly self-expression, thumbs, roses, and full screen smiles. The world.
third, “elder The short video of the wind has a certain lag in communication. They often do not reflect the current hot news and the current trend in the video. I talked about the old stalks long ago.
However, for ordinary users, it is different for the short-lived video of the middle-aged and old-aged people who are now popular. They have a large number of original paragraphs, and even intentionally or unintentionally lead the network of famous sayings for some time.
Like the recent account “Two Dragon Lake two brothers”, a “slot! ruthless” was quoted by many netizens; well-known vibrato network red “Luo Gupo” rap slag slag men cited numerous people onlookers; there are also like Tianjin The net red uncle is riding a battery car and sings “Remember that you promised me that I won’t let you find you”.
Internet “Sunset red”The market
is the model of this “silver hair net red economy”, which has inspired many Internet platforms, and then opened up a large-scale “sunset red” market. According to the statistics of AgeClub, on the platform of vibrating, the middle-aged and old-age nets can be mainly divided into personal net red represented by Jigong grandfather Yu Benchang and Zhang Shuangli, and MCN net red represented by Luo Gupo and the uncle of the end. The more elderly KOLs are emerging.
is different from the distinctive style Personal network red, MCN has entered the professional production mode, they sign the platform and will receive some targeted, targeted commercial advertising.
For a time, KOL in middle-aged and old people has become a very scarce talent. Last year, Alibaba specially recruited “Taobao Senior User Research Specialist”. The first condition is that the age must be over 60 years old, and the annual salary is 350,000 to 400,000. The job responsibilities are to help the elderly understand Taobao from the perspective of the elderly.
In addition to the development market of middle-aged and old-age nets, there are more and more products for ordinary old ladies.
For example, for the square dance, launched in 2015, the Sugar Bean APP, the application aimed at the core audience as “post-60s, 70s”, the video of middle-aged women dancing square dance as the largest category of the application, The slogan of “The Stage of the People” has gradually developed into an important square dance learning platform for middle-aged and elderly people.
In the continuous development process In the middle, the sugar bean has transformed from a single square dance teaching software to the online elderly community, adding various community functions, and also providing some life and funny content.
Unexpectedly, Color View APP is also an APP that mainly serves the middle-aged and elderly groups. At first, the positioning of color vision is an electronic album production tool, and gradually waits until the user group is stable, and then turns to community operation.
And like a small rice cake WeChat small programs such as the US and the US have helped the middle-aged and old people to do graphic and video editing, and the middle-aged and old-age video community app is like Youle.
The majority of the profit models of these middle-aged application platforms are based onThe way in which traffic is realized, that is, the placement of advertisements for various banner advertisements and recommendation pages; of course, there is also a small amount of the method of paying for knowledge, that is, partial production of special effects needs to be purchased separately.
For example, the largest new media operation company in Shandong, Chiyuan, on the surface, is focused on the operation of new media and the development of mobile Internet peripheral products. In fact, it is to do some blessing videos and wishful blessings.
under the pool source In the small program, many of them are diverted to the public number, so as to quickly reach the middle-aged and old users. In addition to the advertising performance, they also started the mode of operation of the mall. In April this year, its public number “Chiyuan Excellent” was renamed. Directly associated with its shopping gadgets, selling some middle-aged and older products with health equipment and health products.
All in all, with the strengthening of the aging trend of Chinese society and the popularity of Internet products, more and more middle-aged and elderly people will be stationed in the Internet wave, such as the short video platform such as the fast-paced hand, especially in the middle of the Internet. The market for older people will also be more and more, which will not only enrich the life of the elderly in their later years, but also make the future “sunset red” market become more red.