This article comes from the WeChat public account “East and West Entertainment” (ID: EW-Entertainment), author Chidou .XIA, released with permission from iFaner.
The ongoing epidemic of pneumonia in early 2020 has caused core entertainment and social needs to migrate online.
Of the various online entertainment products, the overall performance of the long video platform is dull. In contrast, the short video vibrato and the competition that started before the Spring Festival have become more topical at the moment of pessimism in the market.
In addition to the attributes of entertainment and community, the entire short video industry is also experiencing a surge in information and a high degree of social attention. It has played a stronger role in information dissemination and public opinion participation. In the future, it will strengthen the penetration of multiple scenarios and become A lifestyle of users is an inevitable trend.
Combined social and entertainment products have received attention during the Spring Festival. The game naturally stands out, and outside of the game, some online entertainment products with new gameplay and new models have saved market education and new costs, or will usher in their own nodes.
The Spring Festival was also the peak of online entertainment products gaining customers in the sinking market. Affected by the epidemic, people are forced to live in homes, and products reach low-end market users, especially middle-aged and elderly users. The time for sinking the market, in addition to entertainment, to express the desire of these users is being inspired by many online entertainment products. And satisfaction, in addition to products with social, sharing attributes may further establish advantages.
Short video
In general, before the Spring Festival holiday, short videos represented by Douyin and Kuaishou played against each other in the form of the title Spring Festival Evening.
The accidental factors of the outbreak of the Spring Festival did not change the established strategy of the two giants of short video, but accelerated the expansion of both sides along the original advantage track.
Red envelopes + content interaction to promote the livelihood of the fast-moving user ecosystem during the Spring Festival. The absence of a number of entertainment activities made the Spring Festival Gala the program that benefited most during the Spring Festival. Compared with the results of the total audience of 1.173 million in the Spring Festival Gala in 2019, the Spring Festival Evening in 2020 ended at 24 o’clock on the 24th, the cumulative live broadcast of the media platform reached 1.116 million people, and the live broadcast on the TV side was 589 million people.
The fast hand that reached an exclusive interactive partnership with the Spring Festival Gala, launched a 1 billion red envelope in an attempt to fully absorb this dividend. Official disclosure data show that the cumulative number of global audiences participating in red envelope interactions was 63.9 billion, creating the largest video like record in the history of the Spring Festival Gala. Judging from some user feedback, the cooperation of this red envelope activityWatch video content and interactive pickup, instead of just ads or mini games, so the experience is better and more interested in watching other video content.
Douyin shows the opening of the ecological boundary of the content and more possibilities for subsequent commercialization.
Under the Chinese New Year cinema movie revocation, ByteDance took the opportunity to win “Aunt” and broadcast it on platforms such as Douyin and Watermelon Video for free. Although it is still difficult to make the Internet premiere of cinema movies the norm, it is too early to consider this attempt as the turning point of the film industry, but as a marketing event, it has won the reputation of users and showed muscles.
Although the users who came for Auntie, like typical long video users, mainly follow the content, it is difficult to form loyalty to the platform. The subsequent retention of this new Bora is still in doubt, but Douyin As a short video platform, in this cooperation, the content boundary that the platform can carry is also tested, and the possibility of intersection with long and short videos is verified.
For example, the promotion and drainage of short videos to long videos; long videos enrich the content sources of short videos, drive the growth of short video content, and bring commercial resources. For example, as shown in the cooperation agreement between ByteDance and HuanXi Media, HuanXi Media will open up the resources of film and television projects and provide resources such as implanted advertising, joint promotion, and cross-industry cooperation for ByteDance and its related parties.
Dtreme-quick hands under the epidemic also show two distinct characteristics:
First of all, the media attributes of short videos have been strengthened. As a new generation of media products, their value in information dissemination and construction of public opinion is prominent.
On the one hand, the platform takes the initiative to set the agenda to influence the audience in a more real-time and interactive way. For example, Kuaishou and Douyin have launched anti-pneumonia topics, and spread epidemic information through live broadcast and interactive answering, and share epidemic prevention guidelines. Douyin hot spots and Kuaishou real-time hot list are also basically occupied by epidemic-related information.
On the other hand, with the penetration of short videos into the sinking market, with lower creative thresholds and more intuitive and authentic recording methods than words, information is being promoted in a more decentralized and de-elite form. Bottom-up spread. For example, the Henan rural hard-core epidemic prevention slogan broadcasted a short video from the countryside to the city, which was in sharp contrast to the prevention and control of Wuhan under the attention of traditional media, thus setting off a climax of public opinion.
Second, give full play to the value of traffic entry,Meta vertical scene penetration ability strengthened.
The content-heavy Douyin first announced that it would provide free online education live broadcast for primary and middle school students in Wuhan, and continuously invited first-line physicians in Wuhan to popularize online science, in-depth education, medical and other scenes, to demonstrate the ability to operate and disseminate head content.
The purpose of the fast hand penetration into multiple scenes is the same, but the means are different. As a people-centric product with stronger community attributes, the quick hand is service. For example, in conjunction with Weiyi, Good Doctor, and Chunyu, the “online consultation” channel has been opened, allowing older trains to more easily obtain online doctor free consultation services provided by the three platforms.
In fact, as Douyin and Kuaishou accelerate their expansion, the overlap of their users is increasing. According to Analysys data, the coincidence of the users of Qiaoshou and Douyin reached 46.5% last May, much higher than the 18.7% of the previous year.
Continuously overlapping users means that the platform needs to provide unique content, experience, and value in order to become the most preferred for users. Therefore, although the two companies are increasingly converging in the direction of management strategy, target market, business development, etc., as far as the respective performances of the Spring Festival are concerned, the underlying causes have not changed.
In other words, the fast-handed community ecology is serving more users in more scenarios, while Douyin is relying on the constantly opening content boundaries to explore new forms of content consumption and lead the trend.
Sinking market
QuestMobile’s “Sinking Market Report” released in May 2019 shows that the number of users in the sinking market exceeds 600 million, and there are more users under 18 and over 46. Social, entertainment and information are the most commonly used by sinking users Application Type.
Because of the rich entertainment time and the large number of users returning home during the Spring Festival, it has always been the peak period for online entertainment products to gain customers in the sinking market. The epidemic situation caused the Spring Festival to extend the holiday time and increase the user’s home time, which further promoted the breakthrough of the sinking market during this period.
First of all, during the Spring Festival, traditional needs such as New Year’s chats and emotional exchanges between relatives and friends have shifted from offline to online. Taking the family as the core and the acquaintance society in the sinking market as a link, products with information sharing and topical attributes, such as short videos and information, can reach more low-line market users, especially the elderly.
Second, due to the decrease in the user’s time cost, the effect of the online earning model commonly used in sinking products is more prominent, and the incentive cost and efficiency ratio have improved. Free novel reading, free information and other free business models mainly aimed at sinking markets have been extensively verified.
A typical representative is an interesting headline with both information sharing and online earning functions. According to the data provided by Qu Toutiao to East and West Entertainment, the “Anti-Pneumonia” channel launched by Qu Toutiao on January 25th has seen a 185% increase in channel reads in the week; meanwhile, more than 13 million users have tracked the pneumonia epidemic in real time Learn about the latest developments in the epidemic, and the cumulative total of the services provided is over 130 million.
The main free-reading online literary platform MiRead said that the accidental outbreak of the national epidemic during the Spring Festival allowed the online entertainment market data to perform better. At present, many cultural companies have launched free content to users, which has also verified the potential of the free model and market demand.
However, as the Spring Festival holiday is coming to an end, these online entertainment products are also generally facing some challenges:
The first is the follow-up. For example, information products are highly replaceable. As the epidemic situation is controlled, the topic of pneumonia gradually subsides. It is easy for users to turn limited time to other more entertaining products: The Spring Festival online Entertainment products have achieved a collective breakthrough in the sinking market, allowing users to access more diverse forms of entertainment. However, what remains to be tested in the future is how the product can meet the demand for entertainment and the ability to cultivate user habits.
The second is to promote new effects. More and more products use cashback to motivate users, and users are more likely to tend to products with high cash efficiency.
If you need immersive reading and free reading products with a longer screen time, relying solely on cash-back incentives, it is better to get the efficiency and experience of points for short video platforms such as vibrato and fast hands for dozens of seconds.
These incentives mainly serve people with reading habits: products with relatively mature free business models have more used cashback incentives as a means to increase user stickiness. According to Qu Toutiao, its point incentive mechanism is similar to airline member points and is mainly entertainment. Although the actual value is low, it effectively improves the platform user stickiness.
Gamified social products
With online board games as the core, social products with game functions have emerged suddenly this Spring Festival holiday. Products such as play, play, and mystery, once surpassed WeChat, Weibo, and QQ, occupying the top three social APP rankings. Up to the top ten of this list, there are still 5 social products of this type of game attributes such as Werewolf.
QuestMobile’s “Sinking Market Report” released in May 2019 shows that the number of users in the sinking market exceeds 600 million, and there are more users under 18 and over 46. Social, entertainment and information are the most commonly used by sinking users Application Type.
Because of the rich entertainment time and the large number of users returning home during the Spring Festival, it has always been the peak period for online entertainment products to gain customers in the sinking market. The epidemic situation caused the Spring Festival to extend the holiday time and increase the user’s home time, which further promoted the breakthrough of the sinking market during this period.
First of all, during the Spring Festival, traditional needs such as New Year’s chats and emotional exchanges between relatives and friends have shifted from offline to online. Taking the family as the core and the acquaintance society in the sinking market as a link, products with information sharing and topical attributes, such as short videos and information, can reach more low-line market users, especially the elderly.
Second, due to the decrease in the user’s time cost, the effect of the online earning model commonly used in sinking products is more prominent, and the incentive cost and efficiency ratio have improved. Free novel reading, free information and other free business models mainly aimed at sinking markets have been extensively verified.
A typical representative is an interesting headline with both information sharing and online earning functions. According to the data provided by Qu Toutiao to East and West Entertainment, the “Anti-Pneumonia” channel launched by Qu Toutiao on January 25th has seen a 185% increase in channel reads in the week; meanwhile, more than 13 million users have tracked the pneumonia epidemic in real time Learn about the latest developments in the epidemic, and the cumulative total of the services provided is over 130 million.
The main free-reading online literary platform MiRead said that the accidental outbreak of the national epidemic during the Spring Festival allowed the online entertainment market data to perform better. At present, many cultural companies have launched free content to users, which has also verified the potential of the free model and market demand.
However, as the Spring Festival holiday is coming to an end, these online entertainment products are also generally facing some challenges:
The first is the follow-up. For example, information products are highly replaceable. As the epidemic situation is controlled, the topic of pneumonia gradually subsides. It is easy for users to turn limited time to other more entertaining products: The Spring Festival online Entertainment products have achieved a collective breakthrough in the sinking market, allowing users to access more diverse forms of entertainment. However, what remains to be tested in the future is how the product can meet the demand for entertainment and the ability to cultivate user habits.
The second is to promote new effects. More and more products use cashback to motivate users, and users are more likely to tend to products with high cash efficiency.
If you need immersive reading and free reading products with a longer screen time, relying solely on cash-back incentives, it is better to get the efficiency and experience of points for short video platforms such as vibrato and fast hands for dozens of seconds.
These incentives mainly serve people with reading habits: products with relatively mature free business models have more used cashback incentives as a means to increase user stickiness. According to Qu Toutiao, its point incentive mechanism is similar to airline member points and is mainly entertainment. Although the actual value is low, it effectively improves the platform user stickiness.
Gamified social products
With online board games as the core, social products with game functions have emerged suddenly this Spring Festival holiday. Products such as play, play, and mystery, once surpassed WeChat, Weibo, and QQ, occupying the top three social APP rankings. Up to the top ten of this list, there are still 5 social products of this type of game attributes such as Werewolf.