New possibilities for short video creation in the Red Sea.

Editor’s note: This article is from the WeChat public account “ 深 响 ” (ID: deep-echo), author Zhou Kai.

Core points

  • The short video track is in a critical period of breakthrough and card slot. At this time, industry participants must maximize their own advantages.

  • The forward content production mechanism is one of the core competition points in the content field.

  • The integration of Douyin and Douyin Volcano Edition provides content creators with a rare secondary growth space.

    Shortly after the opening of 2020, the short video track is undergoing important changes.

    On January 8th, Volcano Small Video officially announced the integration and upgrade with the Douyin brand, renamed the Douyin Volcano version and launched a new icon. Not long ago, Douyin just announced that DAU exceeded 400 million. At the same time, according to official information, the volcano small video has more than 50 million daily active users. The volume of the two products is not small. The integration and upgrading of the brand means that the two important products of the short video track are connected, and the industry structure has changed again.

    At this time, the byte bounce selection adjusts product strategy, which is related to the current development status of short video products. After the joint efforts of industry players in the past few years, short videos no longer simply stay on the tools of recreational entertainment for users. Whether they are vibrato, volcano small videos or fast hands, short video players’ exploration of business models and content forms has Make short videos a very important product segment of the Internet.

    A research report released by the research institute shows that users’ demand for short videos does not stop at entertainment, but starts to value realism, interaction, learning and professional relevance. Individuals are awakening from the virtual experience that kills time .

    At the same time, the short video track is currently in a critical period of competition and is in a critical period of breakthrough and card slot. At this time, industry participants must maximize their own advantages. Byte Beat SelectionChoosing to integrate and upgrade the volcano small video with Douyin has opened up its two short video resources and optimized the allocation of resources.

    An important point to note is that for the short video industry, an important dimension of the industry’s competition is the ability to establish a healthy content ecosystem that runs continuously. The incentive mechanism has taken a differentiated path. After the adjustment, as the two major products achieve interoperability, some of the original rules must be adjusted accordingly.

    For the content creators who are in it, what impact will this have; how these effects will in turn promote the development of the product itself is a topic worthy of attention.

    From small volcano video to Douyin Volcano version

    Shortly after the announcement that DAU broke 400 million, Douyin announced the brand upgrade of Volcano and Douyin on January 8. The original volcano small video was officially renamed as “Douyin Volcano Edition” and a new icon was launched.

    From the official release information, the changes brought about by this brand upgrade are mainly in the following aspects:

    • First, Douyin merged with the original volcano small video account, and the content gradually opened up. At the same time, Douyin volcano version will still maintain independent operation;

    • Secondly, Douyin ’s creators, especially those of Douyin Volcano, will provide more practical support strategies through the “Cloud Ladder Project”;

    • Third, better creator services. After the brand upgrade, the ladder plan will provide a complete set of dual-end growth plans.

      The reason why ByteDance chose to integrate its two short video brands at this time requires an internal and external perspective.

      From the inside, the original volcano small video and Douyin take a different route and have a large integration space.

      The Douyin Volcano’s predecessor, the Volcano Small Video, was officially launched in 2016. It is the earliest attempt of byte beating in the field of short video. There are many differences between the Volcano small video and Douyin in terms of content, operation positioning and support plan.

      Different from Douyin, the content of the small volcano video is even more sinking. At the beginning of the launch, it was nicknamed “Zhang Yiming Going to the Countryside” by the media. At the press conference, because the villager Liu Jinyin lived on the vibrato volcano version of his “Taurus” ID, he lived on the farmhouse life of catching yellow pheasant, catching lobster, moving crabs, and fishing for bonito. He earned more than 80,000 in six months. The most typical representative of the volcanic content features.

      In operation, in 2017, Volcano Small Video released the “Million Experts” plan, which provided 1 billion subsidies to support the national occupational population, industry organizations and MCNs, covering various industries including cooking, breeding, and auto repair. In terms of creator monetization, the volcano created its own firepower system, allowing users to send videos directlyCloth gains.

      In general, compared to Douyin, the content and users of the volcano small video are more sinking. The target audiences they attract are different.

      Today, DAU’s 400 million tremolo is a national application, the traffic pool is very large, and the mature content distribution mechanism of byte beats ensures that diverse content can match diverse users. The practice of breaking down the segment will usher in the adjustment point: based on the support of large traffic pools and mature distribution mechanisms, Douyin can integrate resources and play a greater role in traffic, branding and monetization.

      From the perspective of the external environment, competition in the short video track is becoming increasingly fierce, and the industry has entered a global competition for traffic.

      Currently, the mobile Internet bonus has disappeared, and user duration is the focus of competition. At the same time, segmenting the population has become the most potential incremental resource. Breaking the circle and further expanding the user scale has become a common choice for short video players, such as fast money and the year of the rat. The cooperation in the Spring Festival Gala is to break through the larger circle and promote the scale of users to another level. The new competitive situation places higher demands on players on the track. Short video products determine that they need to provide more comprehensive content and services in order to attract more users.

      Creative choices can reflect market trends. Liu Anjun, a hairdresser from Cangzhou City, Hebei Province, opened a volcanic account in February 2017 @ 剪 艺 电影 Cangzhou Uncle, a volcano-certified styling expert, with 800,000 followers. In March 2018, he also opened an account at Douyin @ 沧州 剪 Yi hair styling has 500,000 fans. @ 剪 艺 电影 Cangzhou uncle’s dual-platform operation model not only reflects the needs of the creators, but also the number of fans of the two accounts also reflects the user’s preference for diverse content. The combination of Douyin Volcano and Douyin accounts and content connection can better meet the needs of creators and users.

      Behind the Volcano Upgrade Douyin Volcano Edition: Video creators usher in a new window of opportunity

      Screenshot of Uncle Cangzhou’s Douyin Volcano version on the left, and Douyin on the right

      Due to internal and external factors, Douyin and the volcano video have come together. After adjustment, how to maintain the health and prosperity of the creative ecosystem in the system has become a problem that the team needs to pay attention to.

      Whether it is graphic information, online live streaming or current short track video, a steady stream of outstanding content creators and a content production mechanism that can positively motivate creators to grow has always been one of the core competition points in the content field .

      This change is intended for content creators on both platformsThe change is happening. What exactly will happen to the creator who is in it?

      Creator opens a new window

      From the official release information, the first thing that can be clear is that the big idea of ​​this adjustment is that the content creators of Douyin and Douyin Volcano get more rights.

      Douyin CEO Zhang Nan said that the content of Volcano and Douyin will gradually be interconnected in the future, so that users can see richer content and creators’ content can be better distributed. The relevant person in charge of the Douyin Volcano Edition said that one of the purposes of the brand upgrade is to better serve creators.

      It can be seen that the original intention of the integration is to provide creators with better content distribution services, not to dilute a certain brand or type of creative group. In addition, in order to release the integration potential energy, Douyin also provides supporting supporting strategies.

      The “Cloud Ladder Project” mentioned above will provide 10 billion traffic to support creators on both ends of Douyin and Douyin Volcano Edition. High-quality authors can not only get traffic support on Douyin Volcano Edition, but also on Douyin Traffic blessing. In other words, the content creators in the Douyin system received double blessings.

      Behind the Volcano Upgrade Douyin Volcano Edition: Video creators usher in a new window of opportunity

      In addition, the cloud ladder plan also includes a complete set of dual-end growth solutions, including dual-end analysis tools, heating assistance for various activities, more professional one-to-one consulting services, and various exclusive cooperation and exposure. In the future, Douyin Volcano will continue to provide richer creator services. This means that creators can greatly reduce the cost of operating two platforms at the same time, reduce investment in traffic acquisition and operational strategies, and can focus on doing more content.

      He Yujuan of Sichuan Jiarong Tibetan Area started shooting volcanoes and tremolos with @ 嘉绒 姐姐 阿娟 ID in October 2017. By sharing Tibetan life, food, and local customs, she got the first batch through volcano Accurate fan base began to drive the sale of local specialty products. After the two ends are connected, content creators like He Yujuan no longer need to carry out different operations for both ends, reducing the workload, while the corresponding traffic and exposure can be improved-both the burden and the increase, and the growth path of content creators is Further widen.

      Behind the volcano upgrade Douyin Volcano Edition: Video creators usher in a new window of opportunity

      It can be seen from the action of providing tens of billions of traffic support after adjustment that Byte Beat attaches great importance to short video products. The relevant support plan is fully based on the rights of creators and will further enlarge the content of the Douyin Volcano version previously Accumulation on users.

      For the creators of Douyin, the connection between the two parties means that the unique content of the volcano will enrich the content ecology of Douyin, which will further increase the number of users, and the increase in traffic will eventually feed back to the creators.

      For the creator of Douyin Volcano, the larger the flow pool access, the content production mechanism can better form a positive cycle; the volcanic original firepower value and other incentives will not disappear, while Douyin Commercialization methods such as advertising and e-commerce will further amplify the content value of creators. In simple terms, the creators of the Douyin Volcano Edition ushered in a “breaking circle” opportunity.

      Currently, the short video track is very mature. From the Douyin talents circulating on the Internet, it may be seen that the competition for short video content creators is fierce and it is already a red sea. From the short video products represented by Douyin in 2019, the focus is on Vlog. It can also be seen that the industry is looking for a new breakthrough after experiencing rapid advances and entering a period of steady growth.

      The integration of Douyin and Douyin Volcano Edition has brought new possibilities to short video content creators through vigorous support and the effect of double-end traffic overlay. Douyin also said that in the next six months, I hope that from the current volcanic creators, at least 10 million and 100 million followers will emerge—the opportunity has been clearly quantified.

      On the whole, after the content of Douyin and Douyin Volcano are interconnected, the content pools at both ends are further enriched, and the range of users’ choice of content is further expanded; the free flow of traffic and content will further stimulate and enlarge the relevant value of the platform .

      The changes on the user and platform sides will be reflected on the content creators: the traffic is greater, the content track is broader, and the platform provides a wealth of traffic support plans. In the end, these conditions together indicate: short video creators The new window period has arrived.