Comparison between traditional short video and short video

The research shows that the number of users integrating various short video applications is as high as 594 million, accounting for 74. 1% of the total netizens, and the pattern of youthfulness is outstanding. According to the survey data of CSM, the three most commonly used video media forms by netizens are short video, network video and TV, among which short video has become the most widely used video media because of its personalized and fragmented characteristics, while 52.4% of short video users maintain a high viscosity.

Some people call short videos "time killers" and "steal" a lot of our lives. The popularity of short videos is closely related to their closeness to daily life and changing people's social ways. The rise of short video came into being with the rise of the Internet. From "offline socialization" to "online socialization", short video platforms such as Tik Tok and Car Express have become the main ways for people to share their lives and socialize.

With the change of Internet people's tastes, short video content is constantly enriched, from simple life sharing to 5-minute online drama, because of its advantages of "short, flat and fast", it gradually permeates people's daily life. Even 29.7% of netizens believe that in the next few years, short videos are expected to completely replace traditional media and become the only media form people choose.

The content is complementary and value-added, realizing 1+ 1=2.

With the rise of short video, short video and the content of traditional film and television dramas penetrate each other and complement each other, and its manifestations are mainly reflected in the following aspects.

First of all, short video content plays a guiding role and promotes the upgrade of TV content. On the platform of Tik Tok, a large number of videos such as dancing, cooking, fitness, clothing collocation, and beauty cosmetics have been heated up. These short and easy-to-learn videos are widely spread in people's lives, and also change the audience's demand for traditional film and television dramas or program content.

A large number of hip-hop and rap videos in Tik Tok's hands aroused the audience's love for hip-hop music and art, so variety shows such as "This is Hip-hop" and "Hip-hop in China" surfaced, adding fresh blood to TV programs.

Secondly, the short video platform can bring traffic to the short video app with the help of soft and wide TV content.

Content-based advertising is accompanied by knowledge payment, which is also the inevitable trend of future advertising development. It is the most disobedient to add advertisements of short video apps to TV content. For example, the advertisement of Aauto Quicker was often mentioned in the paragraphs of the previous Tucao Conference, and an advertising section was specially set up for Aauto Quicker.

Finally, the content exchange between short videos and TV dramas is the most important, which can maximize the win-win situation.

With the acceleration of people's life rhythm, "short video" came into being, and many series with the reverse plot of "short, flat and fast" gained wide attention.

According to CNNIC data, as of 2065438+June 2008, there were nearly 600 million short video users in China. QuestMobile data shows that as of September 20 18, the total usage time of short video users was122.79 million hours, up by 89.2% year-on-year, which was almost the same as that of long video (125.75 million hours).

Therefore, the rise of short video has greatly diverted the audience, and can even be equally divided with traditional TV media. As predicted at the beginning of the article, short video may one day replace traditional TV media and become the only video media selected by users.

According to the statistics of China Industrial Development Research Network, the domestic average viewing time dropped from 65,438+069 minutes in the first half of 2065,438+07 to 65,438+044 minutes in the first half of 2065,438+07. The ratings also dropped from 68.4% to 57. 1%. It can be proved that the quality of TV plays is getting better and better, but the ratings are declining day by day, which is probably the impact brought by the rise of short videos.

First of all, short video users such as Tik Tok and Aauto Quicker split and spread the film and television drama clips, and netizens can learn the basic content of the film and television drama by watching short videos, thus saving the time of watching the complete TV drama.

For example, TV drama clips such as "East Palace" and "Swing" are widely circulated, and the golden sentences of Su and his son in "Everything is OK" have also been edited into ghost videos. The existence of short videos makes it more convenient for viewers to obtain TV information.

Secondly, not only the influence of film and television dramas, but also the traditional TV news programs are facing all-round competitive pressure.

Although most high-quality news content comes from traditional radio, television or paper media, with the rise of short videos, short videos have become an effective way to spread news hotspots. Research shows that the proportion of short video users who have seen news short videos is as high as 85%, of which emergencies account for 63%.

The network is timely and fast for the spread of news emergencies, and the film search tells the story of the physical and mental harm caused by news events spread on the network to the parties. But in 20 12 (the release year of search), the spread of short videos mainly depended on Weibo, and now Tik Tok and Aauto Quicker are the first to bear the brunt.

Therefore, at present, whether watching drama or watching news, short video app can be solved, which greatly diverts users of traditional TV media.

The rise of short video has also brought new strength to the marketing industry, and various short video platforms have become an important channel for TV promotion. However, with the increasing demand of users for short video content, the promotion of short video has also changed from focusing on channels to focusing on creativity. Only splitting the article can no longer meet the needs of the audience, and ingenious creativity can attract higher attention for TV marketing.

The first is the spread of viral videos.

For example, this year's Spring Festival Evening skillfully used the Tik Tok platform, which aroused the enthusiasm of young audiences. Jackson Yi, Zhu Yilong, Dilraba and other popular stars took the lead in shooting the dance segment "We Are All Dreamcatchers", which successfully marketed the Spring Festival Evening and also played a drainage role for feature films.

The short video marketing of Previous 3 is also a successful case. In addition to intercepting classic touching clips, dramas such as "Decent" and "Say Goodbye" have also been arranged as gesture dances, which are widely spread. The popularity of the two songs also brought popularity to the feature film.

The same successful case is the second season of "The Voice Around". Because the actors who participated in the recording in the second season were not as well-known and professional as those in the first season, the program group used short video marketing to "gather hot" and "wash white acting" for the participating stars.

The creative team will also interact with the official account, actually moving Weibo's games to Tik Tok. With the rise of short video, the influence of Tik Tok and Aauto Quicker has far surpassed that of Weibo, and the marketing team's choice to set most of the marketing battlefields on short video platforms is also a sign of keeping up with the times.

Not only in the film and television industry, the popularity, low threshold and flexibility of short videos make it easier to interact with other industries than traditional media, especially in software with social attributes, such as AITC's travel socialization, Tik Tok's content socialization, and the combination of short videos has the effect of 1+ 1 greater than 2. Short video is not a miniature version of video website, but a continuation of social interaction and a way of information transmission. On the one hand, by participating in short video topics, users have broken through the limitations of time, space and crowds, and participating in online activities has become simple and interesting, making users feel more involved; On the other hand, social media provides a convenient communication channel for users' creativity and sharing desire.

It can be seen that in marketing, short video marketing has begun to replace traditional marketing methods and gradually become the mainstream of content marketing.

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