This article comes from WeChat public account: Liu Yanfei language (ID: liufeinotes) , author: Liu made fly language
I have written two articles recently, one discusses ideas and possibilities of short content: yes Make predictions on WeChat’s “short content” . After seeing the idea of the short video released by WeChat, I found that the prediction of the specific form was a rollover. Before the trial function, I wrote another doubt that the expression vector is a video: Talk about the short content and video number of WeChat . Of course this is the category of thought experiments.
I have finally used the video number these days, and I have some feelings about it. Let me share it.
One, the basic logic, function and interaction of the video number
First briefly introduce the situation of the video number, if you have already used it, you can skip it.
1. The entry of the video number is independent on the discovery page.
2. It is not currently coupled with the circle of friends and public account, and is created independently.
It looks like during the cold start phase, you don’t want to be coupled with too many features.
3. Each WeChat account can only have one video number.
The current application is internal beta. But from the perspective of interaction, it is very simple. I guess it will be very civilian in the future, and everyone can create it quickly.
4, you can apply for enterprise certification, there will be a blue V on the right side of the name.
5. Content can publish videos or pictures, not text (Similar to the circle of friends, but long press camera icon is invalid)
6, the content is a single-row non-immersive way, slide to the page focus and play automatically.
7. Users can comment, like, share to friends, share to friends circle, favorite, and choose not to be interested.
8. Users can see all comments (public domain) , the number of likes (Public domain) , and the number of likes of friends (Private domain, but you can’t see who it is) .
9, video up to 1min, and up to 9 pictures. The text description is up to 1000 words. You can choose a location. You can add the link (only public account articles are allowed) . It’s similar to the circle of friends.
(comparison of posting page with friends circle)
10. The current recommendation logic is based on official recommendations.
There are no independent follow pages, popular pages, etc., only the default home page, most of which are unfollowed.
Second and single columns, immersion and jump
Since it is mainly a video carrier, we must discuss single-column or dual-column, immersion or list interaction. WeChat has adopted a compromise between quick hands and vibrato:
There is only a single column. If the video is at the focus of the page, it will be played directly and cannot be enlarged.
It can be said as “the fast hand without having to click to enter the details”, or “the vibrato of the previous and next videos can be seen in the last light”.
About single and double columns, the best one I have read is Pan Luan: Flick the vibrato and play fast. The core point is:
The fast double-column + click-to-enter operation determines that the user needs to find it by himself. The fault tolerance rate is high, and the content will be rich and suitable for long tail. Continue to be in a brainless high-energy state, with a low fault tolerance rate. (Once the damage you don’t like will be greater) , the content will focus on the head.
This has also resulted in a fast-handed community and vibrato content.
In contrast, WeChat video number, users are similar to Kuaishou, has the action of looking through the query. In the process, there is no need to click to enter, and one step jump operation is reduced. It is much more efficient than fast hands when you try it out. (No need to repeatedly enter and exit ) .
However, because it is a single column, the screenThe ratio is very high, and sometimes one content occupies 90% of the screen, which is equivalent to a large loss of query efficiency, so the fault tolerance rate of the content is lower than that of fast hands.
From the perspective of fault tolerance, Douyin
From the current page layout, the author is placed in a prominent position in front of the content. Unlike the vibrato and fast hand in the lower right corner, this can also be verified.
Three, video pictures as carriers
Why use videos and pictures as a carrier? Before, I always felt that it was just beating with the bytes. Then suddenly I realized a problem: Pure short text social media platforms are almost gone.
While our impressions of Weibo and Twitter are both 140-word text social media, today it ’s changed. Unknowingly, most of the current Weibo and Twitter content are already pictures + videos.
I turned over 100 messages on my Weibo recommendation list, and only 1 was pure text.
(a tweet in plain text, or a long post)
Although the cost of creating pictures and videos is slightly higher, the amount of information and user experience that can be contained is much higher than text. Today, data charges are no longer an issue, and pictures and videos are more easily transmitted.
Also, In information flow interactions, plain text can easilyIgnore. Many people send text messages in the circle of friends with pictures that have nothing to do with text and pictures, also to attract attention.
From the perspective of text support, video numbers are also very different from Douyin and Kuaishou. Douyin can only enter 55 characters. Although Quick can enter more characters, it can only display three lines on the video page.
The video number also displays three lines by default, but it can be expanded on the current page, similar to the circle of friends.
Of course this reading experience in text descriptions is still bad. A better experience is that, just like Weibo, there may be a lot of long pictures in the video number.
The text can be not only pictures, but also video. For example, this video from Uncle Zen is actually PPT video:
The support experience of video numbers for text will be much higher than fast hands and vibrato, especially vibrato.
Douyin is an immersive up-and-down sliding interaction. Imagine that if you have always seen videos with climaxes and audiovisual stimuli, and you suddenly brush up a long text, most users have no mood to read it. of.
In this regard, although the video number is called a video number, the text will still be carried by text description, pictures, and video.
Also talk about experience. Unlike Kuaishou and Douyin, only the video content is different. The video number also supports pictures, so it is not easy to distinguish between pictures and videos, especially when the network is not good. I noticed that before the video was played, there was an icon in the upper right corner of the video, but it disappeared as soon as it was played.
In other words, I do n’t know if I see a still picture or a video that has been playing for a while but is stuck … I hope the WeChat team in the future can improve this experience.
(I waited a long time on this page to realize that this is a picture.)
The new value of WeChat video number
It’s all about video. WeChat will make a similar product to remove the commercial value to Tencent. What new value is there?
1. In terms of content screening efficiency, video numbers create value.
In terms of content, active acquisition and passive acquisition will always coexist for a long time, because the applicable scenarios are very different. Today’s headlines are no longer a substitute for the WeChat public account that uses attention and forwarding as information acquisition methods. The battle between Kill time and Save time will never end.
Wechat’s acquaintance relationship chain and huge user chassis are all natural foundations for content screening. To put it plainly, it is actually a Weibo that uses acquaintances as a tool to filter information. From this perspective, the video number is relatively clear from Douyin and Kuaishou, which will pose a more serious threat to Weibo.
2. Increased traffic from active acquisition methods may bring prosperity to new types of content.
Since active and passive acquisition will coexist for a long time, the increase in active acquisition traffic will inevitably attract a large number of content creators. These content creators may initially be more like Douyin and Kuaishou authors. They are stock content, but the differences between the content types will increase.
I have enumerated some differences between active and passive content acquisition, which are difficult to replace.
The active content, regardless of the carrier, is actually carried by WeChat public account, Zhihu, B station, and Weibo.
As long as there is traffic to the video number, there will be a corresponding type of content creator. Don’t worry about that.
Like I mentioned before:
Will the video number become another vibrato? Under the strong control of the WeChat team, (They have completely different ideas from Zhang Yiming and Su Hua, and will actively participate in content guidance instead of adapting the algorithm to users) / span>, subjective operations will be checked; the other is that passively acquired video content may not be enough to adapt to the active acquisition method, these creators will leave and still return to vibrato.
What remains is the creator of the new type of video content. The exact number and whether the ecology can work well are unknown, depending on how many such users have the need for save time. Otherwise, we don’t rely on the acquaintance relationship chain. In terms of short videos, WeChat has little advantage over Douyin and Kuaishou.
Fifth, the scene type of the video number
The types of scenes I have observed for video numbers are summarized as follows for reference.
1. Douyin / Quick Hand Video Handling
This is a very reasonable scenario. Before understanding the new platform gameplay, many Blue V accounts were directly copied and pasted.
2. The author of the long video (such as B station up main) Diversion
The 1min video clip is equivalent to a trailer. SeeGo in and move elsewhere.
3. Star Weibo / Friend Circle
I just posted a screenshot of Wang Feng. Basically, when Weibo is used.
4. Original innovation content
Some short content like Uncle Zen, I understand it should be what WeChat wants most: unique information, new creation, and content suitable for active acquisition.
Six comparisons with previous predictions
Comparison. Make a prediction about the “short content” of WeChat. The real short content function has the following similarities and differences, which is quite interesting. It is also an iteration of my thinking.
Seven, write at the end
The above is my experience of short video experience so far. There are new ideas in the future and we will continue to share them.
Although I still have some doubts, I’m happy to see that WeChat can propose new possibilities, and I look forward to really creating new values like I just said BTW, if one day the video number can transmit long videos, it will prove that the WeChat video content ecosystem is really flourishing) .
In addition, if you are interested in WeChat video number creation, if you have about 10w + followers on other platforms, you can add me to WeChat (wocaishiliufei) / span>, let me introduce you to the public beta.
I hope it will inspire you.
This article comes from WeChat public account: Liu Yanfei (ID: liufeinotes)