Has the era of writing passed?
Editor’s note: This article comes from the WeChat public account “Blue Whale Muddy Water” (ID: hunwatermedia) , author Cheng Jie.
On May 26th, the public account “Don’t speak out” of the Manman tweeted a public account tweet saying that the employees had been laid off. , Or die completely. “
In the confession of the tweet, the “Don’t say anything” team said that the most direct reason is that they have not received advertisements for four consecutive months.
The fire of this track is just about 2019, and “Don’t say anything, adults” is one of the best. On February 25th, 2019, “Don’t speak out,” when there were only 5,000 fans, a tweet “The Night I Want to Give Up” was published, and more than 40 million WeChat public accounts reposted it Content, the reading of the whole network exceeded 1000W.
(“The Night I Want to Give Up”, please do n’t say anything, adults)
Many fans also met the adults through this content. Do n’t say anything. The high communication volume gave them confidence in the content. Soon after, the three main creators separated the team and invested full-time in the creation.
They recalled that during this year, “Don’t speak out” created 76 original content, 21 articles were reprinted on the entire network and then blaze, but the development of “Don’t speak out” is not very popular.
“Have been plagiarized hundreds of times by infringement (not including those that were not seen), and the rights have been successfully defended 9 times. The content was washed by 4 accounts and then fired.”
Obviously, it is becoming more and more difficult to reduce the open rate and realize the already existing common problems of new media content entrepreneurship. After the dividend period has passed, the question of how to increase traffic and how to increase revenue is gradually squeezing the industry bubble in previous years.
Especially in the past two years, with the rise of short video, and the popularity of station B and live broadcast during this period, the graphic content has been increasingly rejected by people, and even some self-media claims that they will not do short video and live broadcast. As “classical self-media”.
In terms of this form, it is actually still in the category of graphics and text, and it is even difficult to call it a separate track. The market space is limited.
The stagnation of traffic growth, the weak advertising market, and the rise of video formats. The content industry in 2020 has a feeling that the tide has receded. .
Douyin, Kuaishou, Station B, video number … In addition to the new generation of new media people, many creators of the text era are also trying to transform video, and video can really carry a new era of content entrepreneurship ?
When the Internet began to spread, people’s demand for the Internet can basically be summarized into two points: contact and expression. These two main needs extend the social and creative behavior of the Internet space.
Starting with a blog, writing in cyberspace has become more personal. The personal media attributes of blogs are more prominent, and the content of blog posts has become the focus of communication.
In the era of the WeChat public account, the form of content entrepreneurship has truly become a verified business form. While more than 20 million public accounts have provided massive amounts of creative content, they have also created many new media entrepreneurs.
A more open creative space, proven commercialization, and a steady stream of outstanding creators have created the prosperity of new media.
Lower thresholds for content creation and consumption also mean more audiences, which can better reflect changes in popular culture and the media industry. And the threshold for content creation becomes lower, for ordinary users, it means that interesting content is far more attractive than useful content.
The form of content on the Internet basically appears in order of text, pictures, audio, video, etc. From the perspective of data flow, this is an increase in the number of Internet bits, and for users, it is also a continuous consumption level improve.
For the rise of video and the decline of graphics, the main foothold is from a technical point of view. With the continuous reduction of traffic tariffs and lower thresholds for video creation and consumption, video will become the main form of content creation. .
Even, there are some comments that do n’t make video content are “not motivated and will eventually be eliminated”.
Looking back at the origin of content entrepreneurship, in fact, video content has been a major category of content entrepreneurship even earlier. Even in these years, every two or three years in fact, the remarks of video content will appear again. .
In the past two years, the so-called video tuyere mainly appears as short video content represented by vibrato and video number.And the short and medium video content represented by station B.
There is a very big difference between these two kinds of content. The length of the video is directly related to the length of the content. The short video within one minute is expressed in text in about two hundred to three hundred words. (Text to video media), usually in 10-10 minutes, this kind of content is actually the traditional text of 3,000 to 5,000 words.
So the biggest difference between the content of these two types of videos is the length of the text. From this perspective, in fact, some current content creators who do a good job of transferring text to video, the basic method of content creation is First create the text content.
2. Video anxiety of content entrepreneurship
In fact, on the other side of the video transition, there has been a certain shift in advertising in recent years. Especially after the rise of Douyin, the attraction of short videos to the advertising market will naturally reduce the revenue of graphic media.
According to statistics, the revenue of Douyin ’s information flow advertising last year has exceeded that of today ’s headlines. In addition, live streaming brings the content and consumption closer together, which further exacerbates the video anxiety of content creators.
He Caitou believes that the current trend of transferring images and content is actually more difficult to obtain a new reader than in the past, but it is now much easier to obtain a new audience.
From the perspective of user time, the consumption time of Internet users in recent years has indeed been increasing, but on the other hand, the seemingly static, traditional or even old-fashioned media carrier still has an irreplaceable advantage.
Users ca n’t ignore it without mentioning it. In fact, for creators, the advantages of text are also obvious.
What needs to be realized is that short content is actually the real public creation. For short content, video must be the best form of expression:
From the perspective of the creation threshold, first of all, the hardware threshold is gone. Secondly, the difficulty of creating short videos is lower than that of text and pictures, because text and pictures are actually abstract expressions, which require certain creative training, and the video is more concrete , The public is more accustomed to and easy to accept the expression of video, that is, the reproduction of “life”.
On the other hand, the tension of the text is reflected in the longer, thoughtful or resonant content of the reader, the text creation is more lightweight, and the creative investment is less, and the business environment is more mature.
The reality that text creators have to face when transforming video content is that short video content (shaking, fast hands, etc.) is actually not created by the public, and long video production is a more professional thing, equipment, Difficulties in creative technique, cost, and revenue are one by one.
Creation is a process of self-dissection, self-expression, and self-improvement. For creators, finding their own position and clarifying the direction of content is not affected by the form of media presentation.
Rather than saying that the video is closer to the future, it is better to say that this is an era of content entrepreneurial ebb after the traffic dividend, but this ebb is itself a presentation of the law of market self-heating, not a form to replace another form.