Short videos are the most popular content products in 2016-17. The players in this big track happen to be relatively standardized, standardized, and follow certain product-first principles, so they are of great research value.
The author hopes to explore the relationship between the product form and positioning of content products and their core strategies Buy email list and service goals by simply analyzing the characteristics, classification, positioning, production thresholds, distribution methods, etc. of short video products - in a word: short video as a kind of content Format, functional form, what does it mean to a product?
1. Characteristics of short video as a content format
By analyzing the difference between live broadcast and short video, we can see the characteristics of short the audience's comments/barrage, gifts and even video connections are synchronized with the anchor's words and deeds in real time and give feedback to each other. There should be no mainstream social product function to exchange emotions. It is more direct and complete, and it is simply a time-killing artifact (even if the audience does not interact and is just on, the accompanying effect brought by the real-time nature is comparable to a soap opera when a housewife is working);
2. The time and scene restrictions for content producers and consumers are relatively large : production and consumption are carried out synchronously, which generally requires a long time of concentration, and there are large restrictions on both parties, especially the anchor, and even in outdoor live broadcasts, there must be one hand Holding the selfie stick all the time;
3. The content is less interesting and disseminated : the information density of the live broadcast is too low, only the anchor himself is willing to share it in the circle of friends, and generally few people are willing to click on it, and even fewer people are willing to watch the live broadcast playback, and the social relationship chain The synergy between them is too poor.