domeet webmaster

Many people ridiculed not because they were ugly. “Don’t they write because they were ugly at the time, how did they forget their original intentions”?

We are also curious, except “In addition to the joke factor “ugly”, what are the reasons and considerations behind “not doing video and live broadcasting”, we chatted with some new media people.

Is it really late to stop making short videos?

“This tuyere has time. In fact, as early as 13 and 14 years, it was said that the video is a tuyere. Five years later, it is still the same.”

—— Zhang Wei, founder of “Steamed Bread”

While the WeChat public account is still the most recognized and most friendly content platform for graphic creators, there have also been many new dark horses in the past two years, but the related micro-words are not groundless. According to the “2019 China WeChat 500 Annual Report” released by the new list, the average reading of single content has continued to decline for 5 consecutive years.

Corresponding to it, the short video and live broadcast momentum is fierce. According to the “China Mobile Internet Spring Big Report 2020” released by QuestMobile, “strong” “short video” ranks the first in the year-on-year increase in the total usage time of users in the sub-industry in March 2020, with an increase of 131.37% .

Under this situation, a point of view has been reposted and disseminated “It’s really late to stop making short videos”, which makes many new media people feel anxious.

Zhang Wei, the founder of “Steamed Bread”, said that the video outlet has been blown up 5 or 6 years ago. From his own judgment, this outlet has time, but to catch up with this outlet first, it still needs Some costs are invested.

“I have been observing the video project of this year very carefully and constantly discussing with people, and I have not seen too many bright ideas and projects, which are less sustainable. This and creation The team’s ability and material cost have a lot to do, so it is still a plan. If there are really good projects to do, don’t worry. “

The self-media person three watch also revealed in today’s tweet “Classical Self-Media under Video Boasting”: “I made a lot of videos from 2013 to 2018. When I was tired, I found that the wind of the video was again Blowing up. It’s better to be born better than born. “

It seems that the event of chasing the wind may not be achieved early or late. The key is to see if the rhythm is not right.

Second, making video is a threshold thing

“I do n’t think I have any advantage in the video field, nor can I imagine that I canProvide the audience with what they want in front of the camera. If it’s just because everyone is on the video, I have to do that too, which makes no sense logically. “

—— He Caitou

When you see someone doing a video, you do it too, but video is never as simple as you want to do.

“He Cai Tou” replied in the article “Writing Text or Shooting Video”: “If you think that from text to video is just a change on the information carrier, content creators can still take advantage of the previous field. So why have n’t people from a group of newspapers in history ran to the TV station and become successful program producers? “

It is not uncommon for creators who have successfully transformed from video to text, such as “Midnight Xu Teacher”, but Xu Yan also mentioned in an interview before that There are more things to consider when shooting a video than writing an article. , From the venue, time to teamwork, all accidental factors are related to the final effect .

Wu Tuotuo, the principal of the original comic number “Yu Weichu and Wu Tuotuo”, feels that the “technical threshold” of short videos is higher than that of writing pictures.

“We are anime content, if you want to make a short video, you need a special anime production team; and the public account graphic content is not the same as the short video presentation, and the user experience will be different. The expression of thinking has changed. We are still on the sidelines, and we do not plan to sign up with MCN institutions. We want to maintain creative freedom and learn step by step. “

At this level, Zhang Wei, the founder of “Steamed Bread”, gave an interesting description:

“ To make a video is like watching other people cooking , if you look at it, just add some salt and some sugar and stir fry twice. It ’s as simple as that. I ’m fine. To master the fire, from adjusting the taste to the final display, there are no low thresholds. The most important thing is that you think hey I have done a good job, then who is not as good as me! But you When I came out, no one was eating. If I burned it a few more times, many people became frustrated . “

Three, short video is not necessarily a good business

“Douyin can indeed make money, but companies that make money with advertising as an important revenue model have really few successes.”

—— The author of “How I lost 10 million in the short video” Qingya

One month ago, the article “How I lost 10 million in a short video” brushed the circle of friends.

The author Qingya used to have a public account matrix of 10 million fans, but in 2019, the public account was sold to obtain 5 million funds, and gradually invested in the Douyin MCN business. The total number of fans of MCN’s accounts reached 27 million, but in the end because of Advertisement was difficult to monetize, which led to the dissolution of the team and the loss of 5 million invested.

This kind of case is not alone. Most creators of graphics and text are thinking about monetizing content and advertising. However, relying on content to gain millions of followers in short videos may not necessarily have a good monetization effect .

An important reason why short videos have become the focus is “profitable”. If you invest a lot of manpower and material resources and you ca n’t realize it, this is not necessarily a good business. Yes, content creation is not charity.

The “True Story Project” had a similar experience, and made an account of millions of fans in the Douyin Science Content Circuit, but the monetization effect was very poor. CEO Lei Lei told us, “Short video from the media The competition is fierce and the documentary content is very difficult to do. Even if the account is done, the life cycle of many accounts is only half a year to a year and a half, and the realization cycle is very short. ”

Therefore, he believes: “The short-term behavior of new media organizations to invest in short videos is meaningless. It is best to think about whether this is the long-term direction. You cannot use videos as an operating channel or a display channel. , Do it as a content product . “

Four, “Classical self-media” will not die

Three tables throws a question at the end of the article “Classical Self-Media under Video Boasting”:

“ Do you think the classical self-media will die? ”

I believe that many people already have their own answers.

Text is always the basic carrier of content. As mentioned by “The Half-Buddha Fairy”, “In fact, the so-called pictures and expression packs of popular videos are not the focus. Whether there are special effects or special sessions is not important. The core point is Taiwan, this is still text.”

One comment said: “ AncientDianzi Media can be an upstream supplier of video-media. “

Compared with the prosperity of live video, the discussion of graphic content may not be as hot as before, and the corresponding difficulty of obtaining customers is getting higher and higher, but users with graphic reading needs are always there, whether it is because they love graphic Or not used to video, from this perspective, “classical self-media” is always valuable and will not die out.

Finally, I want to end with a quote from “He Cai Tou”:

“In the final analysis, I still have a long way to go in my self-improvement in writing. I also feel that I can go further. So I plan to continue, and I also support you in the video. All the attempts on the Internet. If you feel that the road of online reading has come to an end, you can give me all the readers. “

This article comes from WeChat public account: New List (ID: newrankcn) , author: truffles