934 million short video users are watching, this forum is full of dry goods

A few days ago, the 3rd China Short Video Conference was held in Fuzhou, with the theme of "main position · main battlefield · forefront", and was directed by the State Administration of Radio and Television and the Fujian Provincial People's Government.

CCTV and other central media and mainstream media representatives of various provinces and cities, Douyin, Kuaishou, Tencent, Ali, Baidu, Migu, Youku and other major platforms and MCN institutions industry elites. The cutting -edge results of the short video industry, exploration of the new trend and new trend of the industry's development, and promoting the integrated development of media integration in the new era.

The "2021 China Short Video Industry Development Analysis Report" released at the conference has aroused attention from all walks of life. The report shows that the short video users reached 934 million in 2021, a new high; the per capita single-day length increased to 125 minutes, and the user's viscosity continued to increase; on the short video platform It accounts for 85%of the absolute advantage; in the popular short videos, the content of society and current affairs accounts for nearly half, indicating that short videos have become important channels for netizens to obtain news information; Douyin and Kuaishou's two major platforms continue to lead in the industry in the industry, and the monthly work The users reached 672 million and 411 million respectively.

As the "main force", the short video communication and practice of central media in 2021 attracted much attention. The central video of the Central Radio and Television Station, as the first national 5G new media platform, exceeded 1 million members in 2021, with a cumulative download volume of 410 million, and activated the number of users of 140 million. Young and other original youth network comprehensive programs have caused high -heat topics to be re -evaluated; "CCTV News" new media users have reached 826 million, focusing on creating the first brand of new media live broadcasts on the entire network, and the first platform of news short video; CCTV.com Terminal covers more than 1.8 billion users worldwide, and creative short videos such as "Dreams as Horse" frequently come out of the circle, showing the "youth+" UP weather.

In the list of "National Short Video Innovation Cases of 2021" announced by the conference, CCTV News Micro recorded "Receive, please reply! ", CCTV" Heroes Home ｜ The Chinese People's Volunteer Edition -Disposal Time and Space "MV, Xinhua News Agency" The Centennial in the Family Book: This is what you want -the romance of the revolutionaries, so hard core ", People's Daily" 2021 leader "Footprints" and other cases of national short video innovation.

At the main forum, the industry's big coffee delivered a keynote speech. The highlights were full of highlights and full of dry goods.

The following is the forum dry goods sharing

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CCTV "Youth+":

New mainstream youthful melancholy media

Not long ago, a creative short video called "Dreams as Horse" burst into a circle. In the video, the two horses in the national treasure -level paintings "Lion Jade" and "Riding Pictures" are the protagonists, south of the Forbidden City, went south to the Hong Kong Palace Museum to participate in the exhibition, and talked with the cultural relics of the Taipei Palace Museum to echo Hong Kong The theme of the era of the 25th anniversary of the return expresses the feelings of "a family must be neat" — with short -term knowledge, because of micro -knowledge, interesting interest, and deeply rooted in people's hearts, it has caused netizens to swipe wide screens for a while.

▲ Deputy Chief Editor of CCTV, Tang Xiaoyan, General Manager and Editor of Guanghua Chuangsi Culture Technology Co., Ltd.

At the conference site, Tang Xiaoyan, deputy editor -in -chief of CCTV.com, was attracted by this short video to start the keynote speech on "New Mainstream Young Mergemoring Media -CCTV" Short Video+Innovation Practice ". As a new media institution hosted by the Central Radio and Television General Taiwan, CCTV actively promotes the innovation integration of "thought+art+technology". New media products that are unreasonable and unreasonably build a unique content production system and a new media ecological chain with unique content production system and an authoritative and positive energy. Among them, short videos are the main track of CCTV.

"New mainstream" is a narrative method that CCTV has been exploring and constructing. How can we not only meet the platform positioning and help social progress, but also have a unique value embodiment?

Tang Xiaoyan introduced that the first CCTV network focuses on headline projects, with three major series of current political micro -video, current affairs special manuscripts, and current political reviews as the core to build a new media "headline project". In the past five years , Total playback volume of 4.45 billion;

The second is to keep up with the footsteps of the times, and there is a color report to present the main line of theme. "All Road Elephant" series of melting media products, focusing on "Yunnan Asian Elephant Group moves north", earned the earliest mainstream sound with creative anthropomorphic techniques, and received the attention of the entire network;

The third is to devote the fireworks world to depict the people's struggle and life. The "Three Trinity of Life" series of "The First Life" and "The Second Life", focusing on ordinary people in the new era, praising the extraordinary significance of ordinary life, and strengthening the confidence of CCTV network creation of humanities record labels;

The fourth is to strengthen cultural self -confidence and rejuvenate the new and vitality of Chinese civilization, as interesting and stubborn creative products like "Dreams as Horse" will continue to emerge.

Focusing on the "youthful state", CCTV actively promoted the "Youth+" strategy and created a series of original IPs that "highlight the head of the main station". For example, with the goal of "networked and youthful state", CCTV has created a comprehensive "new" Spring Festival Gala ", and the volume of a single video of" Juvenile "will exceed 400 million times; Short video "Fantasy Link! Open Chinese Aerospace in the Method of Journey to the West, and launched a Tiangong Qi Ji Ji; the original short video column "Comparison" uses the "official naughty" of "clear style" to focus on the analysis of serious news and obscure knowledge one by one. Responsible for young people's curiosity. Building the "Rong Media", CCTV has seized the strategic high at integration and innovation. Under the strategic pattern of "5G+4K/8K+AI" in the main station, CCTV actively deployed the "Cloud Digital Intelligence" technical system to help build a more open and intelligent content ecosystem. For example, CCTV created China's first virtual idol anchor anchor Little C, sweet and salty, with the hotspots, I have done an interview; the construction of CCTV network that runs through the "big screen+medium screen+small screen+account" all -media communication system, covering over 1.8 billion users worldwide, and accelerated to " It is iterative with intelligent media platforms that integrate intelligent communication and users operate in one. "CCTV also actively cooperates with all walks of life to build a new ecosystem through" short video+"to build a new ecosystem, and with the Internet platform fast hands, Douyin, Tencent, station B station B station Wait for the joint creation to carry out multiple fields of cooperation.

In the face of future challenges, who can ride the wind all the way, from occupying the "wind" to grasp the long -term "wind direction"? Tang Xiaoyan borrowed a sentence in "Dreams as a horse" to encourage everyone, "飒 like a meteor, thousands of miles can run rampant"!

Migu: HD Video The Time Bell Age has come

How to play a short video industry through "Video Bell"? At the conference site, Yan Zhongwei, deputy general manager of China Mobile Mimu, delivered a keynote speech on "5G ultra -high -definition video colorful bells to help the development of Digital Intelligence Media".

▲ Yan Zhongwei, deputy general manager of China Mobile Migu Company

Yan Zhongwei introduced that in 2018, China Mobile has the world's first video colorful bell. After nearly 4 years of development, China Mobile Video color bell users have exceeded 290 million. Since 2021, Migu Innovation has launched the "N#" interactive gameplay to continue to try in the fields of film and television publication, brand promotion, public welfare publicity, government party building, rural revitalization and other fields to expand the ecological cooperation of "video bells".

Such as: Come to TV Frequency Bell Key 1# -Set the same paragraph, which can help popular movie IP announcement and ticket sales of tickets; button 2#—— Learn more, you can use short videos to drive long videos, helping Jay Chou's "The greatest greatest The work of the "Digital Album of the Works; button 8# -grab the red envelope and help the transformation of commercial scenes. During the Winter Olympics in 2022, Miguva launched a video of the red envelope rain event, press 8#key to participate in interactive red envelopes, win mobile phones, etc. The prize, you can also use the series of "Meetgu" of Gu Ailing's "MeetGu" by pressing 8#one -click to bring users a multi -universe multi -scenario interactive experience.

He said that every time you call is a video marketing scenario, 5G+video color bells intellectual integration media platform work with more industry partners to continue to innovate in the content, standards, technology, products, platforms, etc. , Commercial Symbiosis, helping the development of Digital Intelligence Media.

Quick hand: content is business, empowering thousands of industries

How does short video and live broadcast become the carrier of media fusion, how to lead the industry's ecological changes, and lead to the next "Yuan universe"? Yu Jingzhong, vice president of Kuaishou Technology, shared the keynote speech of "Product Logic of Media Integration and Operation".

▲ Yu Jingzhong, vice president of Kuaishou Technology

In response to the practice of short videos and live broadcasts in the media integration, Yu Jingzhong believes that it is now the era of business business, content of content, and content in e -commerce. The content is business, and every industry and every field are combined.

If Kuaishou has a business called "Quick Recruitment" in the recruitment industry, it can directly submit resumes in the live broadcast room to achieve private domain conversion. Now this conversion rate is normal. 100 million users are paying attention to the "fast recruitment" business per month.

Another example is that the real estate business is called "Kuaishou Ideal", which has formed a full -chain opening. Users can obtain clues on the fast hands, consult on the fast hands, understand the real estate project, pay the deposit on the fast hand, and finally trade. The current transaction volume is currently tens of millions. In addition, Kuaishou also has the "fast -hand car" business, "fast blind date" business ..., through content creativity and product support, continuously expands to enable thousands of industries.

Yu Jingzhong believes that whether it is a multi -platform account operation or its own APP platform operation, in the era of stock competition, user growth is particularly important. To improve user growth, the core essence of operation is to continuously precipitate its own private region flow, and then commercialize the commercial conversion, and then realize the improvement of content influence. In general, content, creativity, and business are soft power, products and technology are hard power, and the combination of the two is the core competitiveness of a micro account number and macro platform.

Douyin: Do things with excellent people

In the main forum of the conference, Wang Heng, deputy general manager of the head content center of Douyin Group, brought the keynote speech on "Serving Outstanding Creatives, Creating High -quality content, and Passing Positive Value". Through some cases, I will share with you what Douyin is doing with you ——The works with excellent people!

▲ Wang Heng, deputy general manager of the head content center of Douyin Group

The first is to create high -influence activities with celebrities. During this year's "Reading Day", Douyin invited many top writers and celebrity authors to plan a series of activities for reading, recommendations, sharing books, and explanations. Through the power of transmitting knowledge through short videos and live broadcast, positive energy value. In the live broadcast, not only the dialogue between the writer, but also a cross -dimensional dialogue with a virtual person "Liu Yexi" from the Yuan universe, interpreting knowledge with the power of literature and stories, and interpreting imagination. The second is to create a well -known IP with social celebrities. For example, the founder of New Oriental Yu Minhong starting from March 2021, it will start an exclusive live broadcast on Douyin every week to share with you a week's gains and perceptions. Later, he also invited friends to make a series of dialogue on Douyin. focus on. There is also the popularity of the "East Selection" live room, which allows netizens to gain a very positive social value perception from content e -commerce, knowledge with goods, and "trying to adhere to rewards".

The third is to help the development of the industry in the vertical field. In June this year, Douyin launched a dance inheritance plan inviting dancer Yang Liping as the convener of the event. Because of the epidemic relationship, many offline theaters and dance troupes cannot be performed, resulting in many dance troupes. Douyin hopes that through such activities, more dancers and artists can continue to perform online in the form of short videos and live broadcasts, interact with users, and maintain their artistic state.

In addition, Douyin also hopes to do more with everyone. For example, the special activities of the employment season in 2022, the joint experts of Douyin conducted employment guidance and shared the content of employment assistance. At the same time, the Human Resources and Social Affairs Bureau of the Human Resources and Social Affairs Department of various places cooperated with the media in various places. Provide real jobs. Wang Heng said that he hopes that the positive attitude of high -quality content to transmit a better life can promote the positive development of the entire industry and make short videos a positive energy to promote the construction of spiritual civilization and material civilization.

Video number: unique algorithm two highs and two strong

Today, the short video track is called: Douyin, Kuaishou, and video number "Three Kingdoms Kill" battlefield. Among them, it was only launched in 2020, and the video number of the starting start, back to the huge traffic pool of WeChat, only exceeded 500 million daily life in only one year. After recently, there are a variety of content forms such as online concerts, and the process of commercialization has been accelerated.

▲ Zhang Liuyan, deputy dean of WeChat Strategy Research Institute

In the main forum of the conference, Zhang Liuyan, deputy dean of the WeChat Strategic Research Institute, shared the keynote speech "Innovation of Media, Mainstream Media Opening a New Public Opinion".

Zhang Liuyan said that the video number is not an isolated island, but existed on the powerful social system of WeChat. It is a very important puzzle in the content ecosystem of WeChat, and it can produce chemical reactions with other products in the WeChat ecosystem and become a very very good. Good superposition effect.

The public account is the standard of the new media. Each media has precipitated a very strong influence and many strong sticky fans in the public account. It lays a very good foundation for the video number. To this end, the video number focuses on meeting the development needs of the media in the video number operation.

As of now, tens of thousands of media and programs have settled in the video number, and 90%of the media have practiced the live broadcast of the video number.

Zhang Liuyan said that the current number of fans in the video number is "CCTV News". The "CCTV News" video number has a single live broadcast of more than 48 million live broadcasts. Beginning in February this year, the "News Broadcast" column of the Central Radio and Television Station has also been broadcast on the live broadcast. Up to now, the number of viewers has broken 200 million, and millions of users are waiting on time every night, and will forward the content of the program.

The CCTV-4 video number of the main station also attracted more than 90 million users' attention to the live broadcast of the Russian and Ukraine War. These attempts broke the obstacles between the original size screens and let the spread of the entire media broaden the boundaries.

Zhang Liuyan said: "We found that the media of the media in the video number shows the characteristics of 'two highs and two strongs': 'Two strongs' is a strong time, strong scene, 'two highs' is high interaction and high sharing. And this is exactly just happening Social attributes and unique values ​​that meet WeChat platforms. "

The mainstream media is entering the stage of more professional, in -depth, and more interesting content exploration. In the process of media integration and development, the video number hopes to apply the ability of WeChat ecology to help the media release stronger communication, guidance, credibility and impact on impact force.

Good -looking videos: Pan -intellectual track is the best -looking

Faced with the fierce competition situation of short video tracks, it is very important how to survive to survive. Based on this, Baidu's good -looking videos spent a lot of thoughts to think, and strive to find a unique development path that can continue to develop and self -improve.

▲ Baidu good -looking video editor Wang Miao

Baidu's good -looking video editor Wang Miao said: "We chose the Pan -knowledge track. In fact, Baidu raised the banner of pan -knowledge very early."

Good -looking videos have started the "Knowledge Specker" project since last year. Mainly to encourage the authors of culture, history, military, technology, etc. in the platform, actively share high -quality content with users through the form of speaking. At the same time Power of knowledge. At present, the "Knowledge Speak" project is relatively smooth, and the number of playback on the platform is close to 100 million every day.

"Every day, tens of millions of users consume the content of the general knowledge type on the good -looking video platform." Mobile Baidu has both disadvantages and advantages in terms of competition for traffic. Many users do not take the initiative to turn on the mobile phone Baidu, but once the user comes, it is just needed. As long as the platform provides users with really helpful content, he will stay longer. Therefore, the grasp of user needs and the depiction of user portraits are more accurate. Wang Miao said that in the development of Baidu for more than 20 years, the accumulation of general knowledge is in the same vein. Search from Baidu to Baidu, and the accumulation of knowledge has formed a great advantage, which will help good -looking videos to continue to catch up on the short video track. 2022 is an important year for my country to enter a new journey of building a socialist modern country in an all -round way and enter the new journey of the second century -old struggle. It is also the year of the 20th National Congress of the Communist Party. More efficiency, play a greater role, continue to lead the construction of short video content, and master the initiative of public opinion.

The short video industry will also build market behavior on the basis of social responsibility, firmly seize the opportunity of the first year of algorithm governance, to evoke user resonance with high -quality content, use new technologies to stimulate development kinetic energy, form content support traffic and traffic conversion conversion Virtuous cycle of capital and capital feeding content. Gather the majestic power that move forward in the new era, and write the Chinese chapter of the new journey.

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Author: Wang Yan

Edit: Guo Chaohao

Editor in charge: Fan Xin

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*Wenhui exclusive manuscript, please indicate the source for reprinting.

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