Short video crossroads: headlines to the left, Tencent to the right

June 12, Tencent's short video platform microvision announced internal testing of a new feature, users can shoot 30 seconds microvision short video to share to WeChat circle of friends, once again for microvision infusion. 23, get tencent more than 700 million U.S. dollars of investment in the fast hand also get WeChat support, you can share a 30-second short video to WeChat.

In May last year, WeChat banned short-video platforms such as Jitterbug, Shutterbug and Weishi from sharing video links to the circle of friends on the grounds of "regulating the dissemination of audiovisual content".

Such a boost has previously had, such as in the video shooting menu gray-scale on-line "shooting with micro-vision" of the reality of the promotion of the entrance, inside the circle of friends released video synchronization micro-vision function, etc., this time Tencent is more direct use of WeChat's social relationship trump card, to its short video platform "injection of water! "This time, Tencent has more directly used the social relationship trump card of WeChat to inject water into its short video platform.

After all, in the short video traffic ceiling, old rivals today's headlines with 250 million daily activity, monthly activity of 500 million jittery voice, has steadily accounted for the head of the short video track, microvision has not yet arrived at the head of the camp, the fast hand, although the daily activity of 200 million, but the worry is obvious, Tencent walled first aid is time to come.

Tencent to the right, helping Racer First Aid Weishi

Tencent invested and incubated their own short video products a total of 14, basically forming a product matrix for different user groups. But in terms of the head of the track, when counting fast hand, micro-vision.

Fast hand started in the sinking market, but as a commercial product, fast hand product model, the slow iteration of the content in recent years by the impact, especially in the various mobile Internet products are competing for the sinking users now, fast hand also need to worry about the natural market wall is broken.

From this year onwards, the sense of worry of the fast hand is obviously strong, the DAU of the fast hand reached 160 million in 2018, and at the end of May 2019, it was announced that the DAU exceeded 200 million, with a growth of 50 million in five months, but the fast hand thinks that this speed is still not enough.

On June 18, the founders of Racer, Cebu Hua and Cheng Yixiao, released an internal letter to all staff, pointing out bluntly the problems faced by Racer, "muscle weakness", "response becomes slower", "the connection with the user becomes weaker " and so on, and proposed that before the Spring Festival of 2020, 300 million DAU should be realized.

The 2018 China Network Audiovisual Development Research Report pointed out that as of June 2018, the user scale of popular short video apps in China reached 594 million.Questmobile's 2018 annual report showed that as of December 2018 short videos accounted for a total user time share of 11.41 TP3T, while in 2017 this figure was only 5.51 TP3T.

The user scale is getting bigger and bigger, leaving the short video platform to continue to penetrate the traffic space is shrinking, red packets, "smashing money" means is no longer applicable nowadays, 100 million incremental users where to find?

WeChat gives 1.1 billion social traffic support, and further sharing of social networks, this time, in addition to the circle of friends can see the micro-vision, fast hand 30s short video sharing, the user in the circle of friends to point to open the share, there will be a system to remind the message to send to the sharer, so that the sharer can know who watched their own share of the video.

More urgent than the fast hand is micro-vision. For micro-vision, Tencent has not been stingy in pouring resources.

Early last year, there are close to the micro-vision people to Whipping Bull revealed that Tencent "crazy" recruiting people micro-vision team blood transfusion, and even transfer qq space employees; in the promotion of publicity is also high, spend money to sponsor the "this is the street dance" and other popular variety shows. In addition, WeChat "water" support.

In November last year, the source also revealed that Tencent will carry out resource integration, focus on the main force, to strengthen the influence and competitiveness of its short video matrix as a whole, another short video platform yoo video will be dissolved and micro-vision and other Tencent's other video business merger, in March this year, Tencent announced this structural adjustment.

Resource supply action frequently, but "QuestMobile China Mobile Internet 2018 half-yearly report" shows that the micro-vision daily life is only 3.473 million, until the Spring Festival of 2019, Tencent and then "smashed" 500 million cash red packets to make micro-vision daily life than climbed to 338.73%, more than jittery tone! 10 times.

Tencent resources, WeChat and other products have already established social barriers, the formation of a huge traffic pool, in their own turf digging for gold deserved, but the barriers used to prevent rivals, often also trapped in their own walls. Resources pouring, micro-vision products and services such as short video content, product functionality design, few unique innovations, few features that can retain users, differentiation is not enough, with the Jitterbug also follow the same trend.

According to Aurora big data statistics, in the field of short video, the headline system jittery still with 42.2% penetration rate is much higher than other rivals, the fast hand is 25.2%, micro-vision is only 2.7%. If the fast hand still have live, e-commerce and other self-blood-raising revenue capacity, short video field has not been broken down the sinking market can still support its battle, then the flow of ceilings, the WeChat flow supply, social revitalization, for microvision is "water" to save the emergency.

Headlines to the left, broadening content boundaries outside targeting live streaming

Tencent's city of social resources is what today's headlines have been attacking.

From the promotion of urban culture, non-heritage culture, education and science and technology and other short video content, as a star short video product of the headline system, Jitterbug has made a lot of attempts in short video content and cash, trying to go to broaden the boundaries, set the tone of positive energy, and ensure that freshness creates more possibilities.

But as a commercial product, more content attempts still can't break through the boundaries of short video's inherent user duration. Jitterbug, which exists as a social platform for short-video content, is clearly lacking in socialization.

Today's headline has never given up the social dream, from more flash to fly chat, action frequently but little effect, not to mention other products "water". Want to meet the layout of the video, but also do not give up social attempts, today's headlines will put the sight of live.

From the year 2016, which is regarded as the first year of live broadcasting, 3 years have passed, when the live quiz crazy coin sprinkling once set off the industry climax, half of the Internet rivers and mountains have gathered in the wind mouth of live broadcasting. In addition to the old live platform Yingke, YY live, Internet giants Ali, Tencent, 360, etc. have also entered the game, the veteran Sohu also launched a thousand sails live, the predecessor of the fast hand in April 2016 on-line live.

Although at that time, the live broadcast industry had not yet explored a relatively mature and stable profit model, but the capital has been crazy about it. Some statistics show that only in the first half of 2016, among the 116 live broadcast APPs on the app store, 108 of them have gotten financing.

Now the capital bubble subsides, compared to before, the live sound is weakened a lot, but riding on the windmill, the fast hand in 2018 by the live broadcast revenue exceeded 20 billion.

Headline now again power live, perhaps not entirely defense rivals, on the one hand, the arrival of new technologies such as 5g, will undoubtedly bring a new dawn for live and other video applications.

On the other hand, for commercial realization value considerations, live can complete the social "long-cherished wish", high-frequency and highly active social function can activate the new traffic close to the ceiling of the short video application, in turn, the short video itself accumulated stock of users is the real estate resources live, compared with relying on brand advertising cash, C-end users live bounty and other real estate The cost is low and not easily affected by the economic cycle.

In 2018, Jittery Voice opened a live broadcast, and users can enter the live broadcast by clicking on the creator's avatar when brushing short videos on the recommended page. The daily activity of hundreds of millions of jittery voice can bring a huge stock of users to the live broadcast.

In April this year, today's headlines once again in the field of live coding, its video platform Jitterbug, watermelon video and volcano video jointly announced to introduce 1,000 live guilds, and further open the traffic entrance, optimize the live square to give live more traffic support.

According to reports, the live streaming operation teams of Jieyin, Watermelon, and Volcano have also been consolidated, with a unified department to directly interface with live streaming guilds.

From "learn cat call" to "Li Jiaqi", from music and culture to the field of e-commerce products, Jitterbug short video has always been regarded as a "trend triggering", but in the field of live broadcasting, Jitterbug is a latecomer! immersed in the sinking market, focusing on product algorithms to distribute UGC content, in the field of live has shown the user viscosity of the fast hand, began to faster user growth, a wider social market and strive.

Short video has come to a crossroads, the product's own situation and the resources it possesses are determining the different means of change and development direction of the head products and enterprises.