In 2017, the short video stood on the tuyere and entered the second half.

in 2017, the short video that was once regarded as "industrial wastewater" stood on the tuyere

the original title: in 2017, the short video stood on the tuyere

2017. The short video that was once regarded as "industrial wastewater" stood on the tuyere: in March, Tencent raised a new round of financing for Kuaishou with $350 million. In the same month, Alibaba invested 2 billion in cash to build the "Big Fish Project" to transform his Tudou into a short video platform; in April, Baidu Video strategically invested in Renren Video; in November, Jinri Toutiao's Watermelon Video announced that it would spend 2 billion as the creator's upfront production fee to solve the problem of pre-production cost of the creator's video.

nowadays, video website iqiyi is also crowded into the field of short videos. At the iQiyi iPartner partner conference held last week, seven short video production companies, including Beijing Wubang Culture and Media Co., Ltd., officially became the first partners of iqiyi's "Polaris Project". For iqiyi, binding the best creators in the short video industry means that the platform will reap richer content resources. For creators, "leaning against the big tree" means more display opportunities and IP development opportunities, which provides the possibility to solve the cash problems that plague the industry.

strong > long video platform is more attractive / strong >

unlike Jinri Toutiao and watermelon videos, iqiyi's means of "courting" creators mainly rely on "one-stop service". Tang Xing, chief technology officer of iqiyi, said creators can publish their works through iQiyi to attract users to watch and realize commercial benefits. At the same time, the short videos with IP attributes will also be supported by iqiyi to hatch into NetUniversity, Netdrama, comics, games, literature, live streaming and other types of content, so as to maximize benefits. How about the latter's "Qian Jing"? you can refer to the "Yunteng Plan" released by iqiyi in August this year. This plan, which aims at the film and television development of online literature, will open 100 literary copyrights free of charge to iqiyi's online dramas and online movies in the coming year. At present, the online drama bidding rate of the plan has reached 92.8%, and that of NetUniversity has reached 52.8%.

there is another advantage for long video platforms to dabble in short videos-a large amount of content storage. Wang Xiaohui, chief content officer of iqiyi, mentioned that "hip-hop is so popular in China this summer. If you want to create content related to hip-hop, you can't do without iqiyi."

but can an one-stop service counter billions of subsidies and a high percentage of advertising on short video platforms? To this, Geng Xiehao's answer is, "the producers are not stupid. First of all, it depends on your platform's ability to reach users, while iqiyi App ranks only behind Wechat in terms of length of use and the number of daily active users." In addition, iqiyi now has the largest group of paying users in China, which indicates how many people your content can be seen by members or in the field of paid content distribution. For example, in a 5 million member system and a 50 million system, no matter how high the sharing of accounts in the 5 million membership system can be compared with the accounts that 50 million members can share. " Tang Xing, chief technology officer of iqiyi, believes that an App that simply makes short videos will not develop much.

strong > short video creation entered the second half / strong >

. However, it is worth noting that whether it is the huge subsidy launched by the short video platform or the "one-stop service" provided by iqiyi this time, it is not an inclusive policy. For example, according to the introduction, no more than 40 creative teams will be included in the Polaris project this time. For millions of practitioners, this is a drop in the bucket. Some people commented that the entry of Internet BAT means that the era of horse racing enclosure in the short video industry is over, and with the increase of platform concentration, the platform also begins to "carefully select" creators, which makes the content creation of short videos enter the second half. The team at the pinnacle concentrates most of the revenue in the industry. The annual income of bloggers with 10 million fans on Weibo can exceed 10 million yuan, but it is difficult for most users below the pinnacle to balance costs and benefits, and it is difficult to become an IP with high conversion rate and sustainable profitability. "then there will be the process of fast fish eating slow fish and big fish eating small fish. When the traffic dividend fades, the difference in content level comes out. " One industry person predicted the future of the industry.

Edit: mary