"Long and medium" is a story, but the platform does not have explosive models, which is "accident"

Before the column starts:

Friends who are familiar with us should know that cold -looking TV has been insisting on analyzing various variety shows at home and abroad over the years, and the perspective has focused on a specific or one type of program. If you are still following us, thank you very much.

However, in the process of studying and reading films for many years, the team will have more or less fragmented thinking, but there is no suitable opportunity to express it. There are variety shows, and it is also related to the entire content industry. Cold eyes think that these thinking should be recorded, and I hope to explore some different topics while occasionally getting away from specific programs.

This column is planned to be pushed on a few Thursday every month, hoping that we can meet.

The first part of Lengbu Ding, let's talk about the video.

In 2022, the first year of "cost reduction and efficiency" of the long video platform.

This is actually an inevitable, but the end of the epidemic has accelerated the process of this incident. I believe that every practitioner deeply feels the industry shock caused by cost reduction and efficiency.

There is a word that has been frequently mentioned in the past two years, that is, the video. For a while, the industry was like finding the second growth curve of long videos.

What is a middle video?

If you remember correctly, the earliest concept was that in 2020, watermelon video announced that the 2 billion supported Chinese video creators were completely detonated to the concept of the Chinese video. Therefore, a short video platform within 1 minute represented by Douyin Kuaishou, a 1-30 minutes of China-TV Video platform represented by watermelon videos, and a long video platform for more than 30 minutes represented by Aiyou Teng Mang. OK.

But in fact, no one is willing to be just such a pattern.

As early as 2018, watermelon videos Zeng Hao throwing 4 billion to make a self -made variety show, but no huge sound was produced.

After two years of force, the watermelon video launched the Chinese video partner plan. The main position of bytes of the byte is also constantly engaged in the production of traditional long variety shows. It can be seen that the heart that has long and self -control has been unchanged. At the same time, long video platforms have also opened different types of "creator programs", hoping to attract more high -quality medium -and -tech content.

By 2022, under the influence of policy supervision and economic downturn, the growth of long videos was severely blocked, and the Internet platform suddenly had no sexy growth story.

As a result, the video was gradually pushed to a strategic position.

The platform began to try to use long videos to make self -made videos. As for the effect, it is not good.

Here I want to discuss a few questions here, and try to answer themselves.

1. Is there a necessary length and shortness of video content?

There are actually some paranoia in this question, which is a bit deliberately changing the concept.

The short and medium -sized shortness is based on the division of consumer scenarios, but from the perspective of the consumption of content, the essence is actually the same. They all want to see interesting, pleasant, and even good content to pay for it.

Then why is it still distinguished? I think it still wants to give some new stories to growth.

The story of long videos has become closer and closer to various circles. Specific people with specific content services have become consensus. It is difficult to have a large coverage and exposure story in a short period of time. As for short videos, there is no doubt that it has been shaken quickly, and even cuts the consumption time that originally belongs to long videos with strong per capita consumption time. This story is enough.

So what are the new stories? Maybe it will be the form of the intermediate state. But is this based on user needs, you should be clear. Therefore, the video content is divided into long and short, and the story is greater than the needs.

2. Is the platform PGC China TV Performance feasible?

Although the current definition of videos in China is a video within 1-30 minutes, I believe that there must be a lot of differences in understanding of the Chinese video. Of course, this is a discussion on the premise of recognizing the video.

So is the first question? Of course, it is feasible if the ROI (investment return rate) problem can be solved. But at present, it is possible to solve the problem of ROI only according to the logic of long variety shows.

The second problem is that if you want to solve the content of the content first and then resolve the income, what is the uniqueness of the video content except for the length? If you happen to be thinking about this content, do you feel that the so -called mid -video is just shortening the length of the long video, and the characteristics are not clear.

The reason why it is difficult for everyone to find the production standard of the video and unconsciously fall into the logic of long videos, then it just shows that the content form of the videos of the video in the videos in the video is in the same problem. Therefore, cold eyes believe that the platform PGC is not feasible, and it is not necessary, at least not applicable in the current environment.

3. The content industry always has explosive logic

It really does not matter, and the content industry only recognizes explosive models. This is a principle that cold eyes have been firmly believed in the past two years.

The content industry is a typical non -standard industry. The so -called industrialized production is actually a more partial process mechanism. The core of the content of the content still depends on the creator itself. This is exactly the charm of this industry.

Of course, occasional explosive models are definitely not enough, but the ability to continue to produce explosive models is the key. In the environment of reducing costs and efficiency, we must first compress the number, and the immature content should be abandoned, and the budget should be concentrated on the relatively mature content. I dare not say that such content can definitely become explosive, but at least high -quality content. Explosion is sometimes metaphysics, but inferior content will not explode. In the final analysis, it is a thing that increases the probability. When the high -quality level is more and more, the probability of explosive models will naturally be higher. Another point is the improvement of its own soft power. The creators' personal literacy and social insights, and the ability to capture social emotions really need to be improved. This is a problem that the platform and the entire industry need to be alert. Of course, this is also a matter of increasing probability. Only when the average cognition of front -line creators increases a step, it is possible to come out of the top creators, and these talents are the basis of continuous explosion.

Finally, I want to say that length is the story of the platform outside, but the platform does not have an explosion, which is "accident".

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The pictures of this article are all source networks

Text/Cold Eye Editorial Department

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