November 28, the United States held a short video platform, the United States beat '2018 Strategy Conference', the US vice president of talent Talent announced that it will invest 500 million resources, billions of flows, and Mito's full matrix user resources to start the United States Take the key support and supportive strategy of feminine ecology and expand it from the eight core content categories of dance, beauty, baby, sports, adorable pets, handwork, wear and food to create a trendy short video community for exclusive girls.
Short video close combat, the United States from the dance break the path
Recently, short video has been pushed to the cusp. 360 Zhou Hongyi spoiler short video, said to allow users to 'get a minute directly to G'; Baidu's short video products 'good-looking video' unveiled, and even Jingdong , Taobao has begun to work hard short video; and today's headlines short video platform watermelon video is hit 2 billion yuan to help creators realized.
The QuestMobile Fall Report shows that the MAU in the short video field has exceeded 300 million, an increase of 9 over 4.1% over the same period of 2007. The average monthly duration of user short video consumption is 765 minutes, with an average monthly use of 201.2 times, an increase of more than 310% Short video consumption on many platforms has exceeded the long video content.
COO Cheng Yu, chief operating officer of Mito, said that the short video is now at an outlet of the outbreak that has not yet reached the middle stage. It is just the beginning of the outbreak.
At the same time, Vice President Talent's Content Talent believes that the role of content is very important, carrying a pull new, retained, and promote the three functions.But the short video industry is still in low quality, vulgar content to get high attention and traffic Period, many app no more clear product positioning.
As a short video app with most female users in the user group, the United States will deepen the feminine content in 2018 and open up the link between the pan-entertainment and the vertical categories. In terms of the beauty film, dance is a good one Cut in. At the press conference, the United States announced that it has signed with 14 dance clubs in the future with the United States will work closely with the film to further enhance the club's influence and revenue capability.
According to talented introduction, the reason why the choice of dance is because the dance ecology in the operation of the United States is very well, a group of dancers and dance groups to produce high-quality UGC content. As of now the United States has gathered more than 3,000 film Dance talent and more than 400 dance clubs. Talent shows, "Dance next year may become a trend culture, there will be a commercial opportunity to obtain better returns."
Beauty contract RMBCrew dance company
The use of dance content, the United States this year also tried some combination with the brand to make money in the Lynx Black Friday, the United States and Tmall cooperation invited the popular song and dance artist Wang Jiaer custom 'meow dance' short video on the line One day, # Wang Jiaer meow dance # nearly 3.5 million broadcasts of the topic. The commercialization of the direction of the United States has also been with the plan, will not focus on hard-wide, but by content to marketing.
In 2018, the U.S.A. will also open the 'Beautiful American Dance Festival' and will unite users and dances through such theme activities as 'Mentoring a Thousand Talents Program', 'One Hundred and Thousand Creative Wishes', 'Wang Jia Er Meow Dance' Daren, dance club, to continue to improve the beauty of dance culture, and commercial realization of the attempt.
Beauty film that in the field of short video, 'vents' struck, make the product stand a heel is 'complete ecology.' Talent shows that the ecological things are not money, money can grab the past, Grab the past without adding the appropriate consumers and fans, then you can not take it.At present, the United States beat the dance ecology is the next step to sustainable development barriers.
MCN Fengqi, the United States continue to commercialize liquidation attempt
After building the content ecosystem, it is very important commercialization phase to come to fruition this year, the commercialization of short video and suddenly emerge from the new word MCN are inseparable, MCN in a lot of people have not figure out the concept when it becomes a ' Tuyere '.
Since the beginning of this year, several MCN agencies have successively announced their financing. MCN can be understood as 'a company that has the capacity and resources to support content producers'. To be honest, it is a Red Net brokerage firm that helps short- Liu Xianmin has said that the current focus of short video is to obtain effective traffic and improve traffic efficiency and MCN by the industry that is to obtain traffic, improve the efficiency of the realization of a 'dawn', platform companies in particular to promote the development of MCN.
Following Microblogging, Microblogging followed MCN in September 2017 to provide MCN with free policy support and traffic diversion to facilitate their support of reachs.The short video industry is facing an imbalance of content efficiency and quality, and MCN will Can improve the efficiency of creators and content control, a more important point to improve the ability to cash.
US film MCN Operations Director Zhang Yongjie told 36 krypton, with the short video industry broke out, the beauty of the people think that you can make money through the video, but in the absence of MCN ago, the United States is up to people who are caught in the bottleneck of growth, the income is more Difficult to solve.The MCN's emergence is to give them is to provide them with specialized and intensive growth space, the current US-made platform formed a 'prime-Daren-MCN' three-tier ecology.
Behind the MCN is actually a non-smoking war to grab Internet Reds. MCN was also put on the unprecedented high level in the United States in 2017 released a number of ecological strategies and MCN, including the US M plan, while watching Buy for up to people to provide a more diversified means of realization.Talent think that all Internet platforms are doing content, but as long as the Internet is the platform for content operations, the future must be the direction of the mainstream must rely on MCN.
In 2018, the commercialization of the United States itself is not in a hurry, but with the help of MCN producers to realize more urgent talent that "the most competitive short-video business model or advertising cash." MCN can stick more Of the content creators of the head, generating a large amount of fans and traffic, making it possible for the platform to be realized later, especially at the most important advertising level.
However, at present, China's MCN development is still in its early stages, planning capacity is still very limited, only in some vertical segments such as beauty, a little more mature.Moreover, MCN clings to the platform thigh, the commercialization of its own way not yet Significantly, after may also be affected by the short video industry, the development path is still not clear, but also the platform, up to people and users to run.
At present, short video has entered the content, traffic, commercial full competition, old players in the content, subdivision areas to explore new games, players with strong financial and content distribution capabilities continue to attend. In the talent view, short video The bonus period is still there, the contents of the area will not be any oligarchs and giants, the competitive landscape will always exist in the future there will be more platforms to do short video.
But the future must take the money in the short video hit a piece of talent? Talent gives a negative answer, 'vents came, China's Internet companies want to burn money, some money burned justified, some money burned Somehow, in the end, each platform depends on its own platform and the soil of its own platform. All UGC platforms do not burn the money.