article from: alphabet list, the original title: “Knowing almost video” independent “,” Author: Tan Xiao Han, Editors: Xiede Hao, topic map from: Visual China

If Zhihu’s video creator recruitment program launched in May of this year looks more like a rallying number before dispatching troops, then Zhihu’s recent actions indicate that it is on the verge of attacking the mountain of video, and it’s huge and committed. The heaviness of troops is rare in the development of Zhihu.

Recently, the Alphabet List was exclusively informed that Zhihu will usher in a major revision and an independent video entry will be added to the homepage.

Four Tips for Knowing the Video War:

  • Add independent video entry on the homepage.

  • Sign the big V to encourage the production of video content.

  • Provide unprecedented cash rewards for video content.

  • Online video creation tool.

A person close to Zhihu told the Alphabet List that Zhihu recently signed a group of creators to provide flow and cash subsidies to encourage them to publish video content. Zhihu has set a goal internally, Before the end of the year, we must cultivate benchmark accounts in the video field to create a video IP top stream “manufactured” by Zhihu.

When the competition for high-quality video creators became the consensus of the industry, Zhihu’s attitude finally began to change. In May of this year, Zhihu launched the first phase of the video creator recruitment plan, and launched the second phase in mid-July, the promotion pageAccording to the above, the official will provide flow support (2-month exclusive flow, official recommendation) and cash subsidy (Activity rewards of up to 10,000/person, monthly ranking rewards of up to 3,000/person, sharing incentives).

Letter list query found that Zhihu’s recruitment plan released in mid-July revealed an additional piece of information-the internal positive beta creator incentive system, which will soon be opened to more creators, in other words, for video creators Incentives will be normalized.

As the general trend of the migration of content ecology from graphics to video becomes increasingly clear, major platforms have strengthened their support for knowledge video content. Luo Xiang, Banfoxianren, and Wizard Finance have become the first to try this wave. To the sweet tide.

The letter list pointed out in the article “B Station Robbed WeChat Work” that WeChat and Zhihu are the most important platforms in the era of graphic content. They produced most of the high-quality content and created a large number of high-level authors , But when Douyin and Kuaishou dragged the content ecology competition from graphics and text into the video track, WeChat and Zhihu’s response was relatively slow, allowing the first station B to grab the limelight.

When Zhihu began to exert its strength, many content companies have already been ahead of the game: continue to dig out the fighting power of the watermelon video and Douyin of the up host of station B. WeChat video account, Kuaishou, Baidu, these allied forces in their own camps Thoughtful.

Zhihu can catch up?

one

Zhihu was once the vanguard of knowledge video. As early as 2 years ago, Zhihu launched the “Video” section on the homepage.

At that time, both Douyin and Kuaishou DAU had entered billion-level clubs, and the user’s habit of consuming video content was being developed. However, Douyin was still in the “15-second” era, and the 5-minute permission only became knowledge-based creation in March of the following year. The person is open.

Douyin and Kuaishou led the short video explosion, but strictly speaking, most of the short video content belonged to the category of entertainment, and knowledge videos were almost negligible at the time.

Entertainment video content is like a hot search on Weibo. The content seems to be nutritious but can quickly grab users’ attention. We see that Douyin and fast-handed entertainment videos are relatively mature content production industries, with huge content libraries and easier handling., But some Zhihu old users naturally dislike such content with limited information density. At that time, knowledge-based videos were inadequate in supply and limited high-quality works due to low user attention, insufficient commercial paths, and high production barriers.

Zhihu opened up a video zone. The original intention was to smoothly transfer Zhihu users who are accustomed to consuming graphic content to the video session, but the consumer habits of users at that time had not yet formed. In March 2019, the homepage video area was offline, and the video answer portal was online. The video answer has the same status as the graphic answer. Zhihu users and product manager “Two bowls of noodles” mentioned that in many vertical fields, some content is naturally more suitable for presentation in short videos, for example: What is the experience of living in a mansion? Compared with text answers, the answers presented in the form of videos are a dimensionality reduction blow. For more professional knowledge issues, video is also easier for creators to solve puzzles with a more personal image.

To change user habits is not anxious, and integrating the video stream with the answer is also suitable for knowing the characteristics of the road. With this year’s B station, Douyin, and Kuaishou all lining up to launch an assault on Knowledge Video, the ecology of video creators has greatly improved, and user habits have also reversed. Zhihu announced in May that the daily video playback volume of the platform reached 100 million, and almost half of users browsed video content on Zhihu.

Today is different from the past. Compared with mid-2018, the time to make knowledge videos is now ripe, and even a bit more mature. If you don’t catch up with the content platform of Video Express, you will be upgraded in this round of media Being thrown in place during the tide, Zhihu urgently needs an independent video portal to give users a unified product awareness, and a strong strategy is needed to convey the platform’s determination to do video business to Zhihu Big V.

two

Actually, I know that I have set a hidden video content entry on the homepage before-there is another “video” in the vertical category of the homepage hot list, but users need to add it manually. The launch of the independent video portal means that the strategic position of video in Zhihu has improved.

For station B, watermelon video, shaking