We took stock of the three stages of short video development, and figured out how this "fire in winter" was burned.
As the so-called "iron camp flowing soldiers", three "women" plays of capital, platform and online celebrity are being staged in turn on the stage of short video. In the dimension of the platform, it is said that the pear video wrapped in a surging flavor has also officially joined the short video battlefield, and it quickly entered the state by exposing the video of Changshu child labor, which can be regarded as being afraid of water depth and water muddy. In the dimension of online celebrity, the short video queen Papi sauce and Lao Luo suddenly "broke up", and 12 million dowry fell through, which also made many onlookers worry about the future of short video diet.
However, in any case, the crazy influx of capital, the platform and Qi Fei in online celebrity really pushed the short video to the "tuyere" at once. Before the "firewood" is burned out, the fire of short video is bound to grow stronger and stronger. Let’s not talk about the trend first. Let’s look back and see how the short video fire started in just a few years.
From 0 to 1, mobile short videos are emerging.
Tracing back to the source, short video should have started in 2011, because the development of mobile Internet technology supported the emergence of mobile short video applications, but there were no representative star products in this period. Of course, this aspect is because the tide of mobile Internet has just started, and user habits and application scenarios are very limited; On the other hand, it is subject to insufficient hardware conditions such as bandwidth and network speed. However, in 2013, short video platforms based on social platforms such as second shot and micro-vision began to appear, which officially opened the curtain of the era of mobile short video.
In July 2013, Xiaji Technology, which has been lurking for two years, completed the $25 million Series B financing from Sina, Red Dot and Morningstar Capital, and reserved sufficient "food and grass". In August of the same year, Xiaji Technology officially launched the phenomenal explosive product "Second Shot", and with the exclusive support of "old club" Sina Weibo and the presence of many famous stars, it quickly pushed the number of users to tens of millions, ushered in the first big explosion in the field of short video. Almost at the same time, Tencent also officially launched its rival short video application "Microvision", focusing on PGC content production, and opened up Tencent’s QQ, Weibo, WeChat and other product chains. Users can share their recorded 8-second short videos to Tencent Weibo, WeChat friends and friends, etc., and realize multi-channel distribution. It can be said that the emergence of second shot and micro-vision not only announced the arrival of the era of mobile short video, but also indicated that domestic Internet giants began to enter this emerging field.
However, the mobile short video in this period was basically born out of the model of Vine, the originator of foreign countries. At that time, WeChat had not yet broken out, and both the second shot and micro-vision were lacking in product functions, which could neither directly hit the user’s psychology in an instant, nor lacked an effective relationship chain foundation. On the whole, the whole mobile short video market still felt tepid and waiting for an opportunity.
From 1 to 2, social media and tool platforms are "double swords"
In 2014, many enterprises and entrepreneurs with a keen sense of smell smelled the "meat flavor" of short videos and began to flood in, and a large number of mobile short video applications came out intensively. Different from the short video mode based on social platform in the previous stage, the influx of players has also made a big step forward in mode innovation. First, the nirvana rebirth of Gif Aauto Quicker, which successfully captured many fans of the subculture front by focusing on low-cost and grassroots culture. Secondly, short video applications such as "Xiaoying" and "xiaokaxiu" extended their tentacles to the production direction of personalized tools, thus gradually determining the development context with tools as the core.
Of course, the giants have not been idle. Under the logic of the "28 Law" of the Internet and the winner takes all, the giants have begun to charge the dominance of the short video industry. Microvision, Beauty Shooting and Secondhand Shooting have successively launched three famous campaigns, namely "New Year greetings", "National social shaking" and "Ice bucket challenge", which have pushed the short video market to a new height.
By the beginning of 2015, the short video market had initially formed a tripartite confrontation, with social media model represented by Meipai, PGC model represented by Microvision, and tool platform model represented by Xiaoying and xiaokaxiu, and the market was relatively deadlocked. However, due to the fierce competition between the second shot and the beauty shot, the space of "micro-vision" was further squeezed, and the unstoppable WeChat subsequently developed a 6-second "small video" function. In March 2015, "micro-vision" was abandoned by Tencent’s strategy and quickly fell.
N or N+, Vertical Segmentation and the Outbreak of Content Entrepreneurship
The short video really enters the outbreak period, which should be counted from 2016. Different from the platform as the protagonist in the previous two stages, 2016 has truly become the "first year" for many short video content creators, with content and financing dancing together, and Qi Fei in form and channel.
With the influx of many short video content creators and the emergence of many unique mobile applications, the short video market began to develop in a refined and vertical direction. For example, "depicting videos" focusing on lifestyle, "Kung Fu Finance" focusing on financial field, and "Seconds Hi" focusing on short sports videos, and so on, just like the division of labor and cooperation in the process of human development, the short video market has also begun to show a more diversified and fuller side. Under this trend, the short video content of chicken soup, which used to be big and comprehensive, superficial and funny, was unsustainable, while those creators with strong original content production ability stood out from the crowd and were able to better enjoy the "industry dividend" brought by the short video explosion, such as the Papi sauce mentioned at the beginning, and the 22 million patch advertisements were so beautiful!
A hundred flowers of short video content also attracted the attention of capital. In 2016, the financing in the field of short video also showed a blowout trend. According to incomplete statistics, since 2016, there have been more than ten short video projects that have obtained venture capital, and the financing progress of some short video projects has even reached more than round B.
Another new trend is that,Short video platforms focusing on news information began to appear, and there is a rapid growth trend.. In 2016, "Our Video" of Beijing News, "Pumpkin Video" of Southern Weekend, "Arrow Factory" of interface and "Pear Video" of surging flavor all surfaced one after another. From the perspective of content output, most of these new platforms follow the routine of orthodox media, focusing on current affairs and news information at home and abroad. However, pumpkin TV is slightly different from Arrow Factory. One focuses on cultural and lifestyle videos to seek the transformation from newspaper groups to cultural media groups, while the other focuses on people’s documentaries to record the pulse of the times with non-fiction stories. However, in terms of channel distribution, both the "Pumpkin TV Industry" of Southern Weekend and the "Our Video" of Beijing News are relatively simple, basically relying on the channels of Sina or Tencent, while the pear video is more radical, basically with its own APP+ full network coverage.
Although the content of short video news is slightly orthodox and the channel is slightly single, this new form has been warmly welcomed by the public. For example, the "Our Video" of the Beijing News has gained more than 130 million plays on Tencent video for more than a month, which shows its tension. However, the bad wind direction is that the newly issued Regulations on the Administration of Internet Live Broadcasting Service has set a high threshold for Internet news live broadcasting, and the future of short video news remains to be tested by time.
But generally speaking, short video news not only provides new channels and new experiences for the majority of netizens to obtain news information, but also greatly expands the connotation and extension of short video, which is a good inspiration for traditional media struggling to break through.








































