Station B "No" really vertical screen

Recently, Cart found that more and more vertical screen short videos appeared in station B, and more and more vertical screen short video UPs were popular at station B. According to the 2022 Q1 financial report released by station B, the video playback generated by the Story-Mode (vertical screen mode) launched by it not only brought new business increases to the entire platform, but also its own growth rate in the station is also very very much very much. Quick, it has accounted for more than 20%of the total broadcast volume of the entire station.

Picture Source: Station B of the first quarter of 2022

As an old -fashioned mid -length video platform, what is the characteristics of the vertical screen mode of station B? Can it truly meet the needs of users of vertical screen short video?

1. The vertical screen is popular at station B

Observing the BROP list released by Kazy this year, we can find that the figures of the people on the list have become more and more "short video."

On January 3rd,@1 小 1 的 的 1 1 officially started to update its "haircut reversal" series. In just 28 days, fans increased by more than 1.75 million;

In mid -March,@3 3 3 3 3, the rural pastoral route, released the first video at station B, and the number of fans exceeded 1.4 million in half a month;

With a phrase "Sister is a zero card", the full network of@, 577,000 fans in a single month, walking into the view of station B users ...

There are also a series of masters who take the main creative direction of the main creative direction of the BRT B.

Picture source: B Station@图 小 图 的 的 图@图 农 图@吴 彦 图 图 图 图

Of course, in addition to the high fan on the fan list, more ordinary creators ushered in new opportunities in the vertical screen mode. Cartes observed that there are many UP owners with less than 1,000 fans in vertical screen videos, and their videos can reach tens of thousands or even hundreds of thousands of likes.

For example,@比 比 The daily creative direction of soy sauce bottle is editing IDOL -related videos. It only started his own UP career on July 5 this year. At present, there are less than 10 videos in the account. The attractive Cartes pays attention to the work of "Change the hairstyle, double the recognition". Under this account with only 96 fans, the number of likes of 41,000 is received, and the playback volume exceeds 300,000. A great gap, and this video happens to be a rare vertical screen short video in the account.

Picture source: station B@个 图 图 图 图

Obviously, compared to the original horizontal version, the vertical version seems to be more likely to become popular at station B, and the opportunity to see the low -powered UP master has greatly increased.

On the one hand, the form of vertical videos fits the current mainstream, which is conducive to improving the user's viewing experience. The biggest advantage of single -column information flow is to enhance the immersion of videos. Compared with the traditional horizontal screen content of station B, it is more likely to retain the audience and increase the per capita use of the APP.

A senior B station user told Kasi: "When you brush the vertical screen short video, you will not be able to choose the topic you want to watch. The content of the content, I really feel that I have spent more time on station B recently. "

On the other hand, the horizontal video is used as a mature content form in the station. It is very difficult to look at the threshold and difficulty in terms of topic selection or editing methods. It is difficult for ordinary people to compare with these "professional players". The difficulty is relatively small, which reduces the threshold for submission of the creators.

In addition, the cultivation of users' minds for a long time allows users to have a little praise from comments and reposting when browsing vertical screen videos. These actions are conducive to the further spread of the work.

Second, station B lacks native "true" vertical screen

In fact, station B's exploration of the vertical screen ecology is not too late. In 2018, Station B launched a small video community APP "Light Video" that focuses on ancient style and ACG content, and was regarded as a product of Douyin by the outside world. However Daily parking is offline.

Instead of station B, since 2021, it has gradually tried to integrate the vertical screen content into the horizontal screen ecosystem. At present, there are two obvious traffic entrances in the vertical screen video of station B.

First, in the homepage recommendation page, the official set a clear orange -yellow mark on the vertical screen video. After the actual test of Kasi, there will be about 2 vertical screen videos in the recommendation page (about 8 videos) in one screen. After clicking on the vertical version of the video, the video will be automatically circulated. Sliding down, generally similar to Douyin's playback method.

Picture source: B station recommendation page

Second, some gray test users click the homepage avatar, and will enter a new unique information flow of vertical screen videos. After entering this entrance, fans will only be pushed to the vertical screen video in the station. From the perspective of the page design, there are five buttons five buttons in the bottom right of the screen, comments, coins, collection, and reposting. The bottom left is the main avatar and video introduction. In addition, the soul of station B- It was preserved very well.

Picture source: B station recommendation page

It seems that Station B seems to have gradually set up its own vertical screen short video ecosystem in the station, but in -depth understanding will find that such vertical screens cannot be regarded as "real" vertical screen.

First of all, in the recommendation of the vertical screen information flow at station B, a large number of horizontal screen shooting content is mixed. It can be seen from the duration and specifications of these videos that the "original body" of the content is the horizontal screen content, which is just a vertical screen framework. The reason for this phenomenon may be that the UP owner wants more. Use Story-Mode's traffic. However, similar videos will greatly reduce the user's watching experience. The huge black grid above the video will not only give users an immersion, but instead make the video occupy the pages. attention.

Picture source: B station@小 图@猫 图 adoption

Secondly, many vertical screen masters of station B are not native players in the station, but from other platforms.

As the "boundaries" of various Internet platforms have continued to expand, experts choose to operate on multi -platform. However, as a niche platform from a two -dimensional community, the "big steps" in the past two years have already criticized many people.

With the continuous advancement of the Story-Mode model, the leaders of other platforms have poured into Station B on a large scale again, and the above mentioned above will appear. Essence In the long run, on the one hand, it has compressed the growth space of station B's native UP master, and on the other hand, it will gradually lose the platform tone of Station B. It is difficult to continue to maintain its unique community atmosphere while expanding the circle.

3. How the creator cope with the change of station B

According to the 21st Century Business Herald, the Q1 quarterly financial report of station B showed that the current revenue was 50.054 billion yuan, an increase of 30%year -on -year, and the 5.781 billion yuan in the previous quarter decreased by 12.57%; the net loss was 2.284 billion yuan, the loss of 905 million yuan in the same period last year; after the same period of 905 million yuan; The net loss was 1.655 billion yuan, and the loss of 891 million yuan in the same period last year was 891 million yuan.

The loss of 7 consecutive years and the goal of achieving positive profit in 2024 have given more pressure on station B to find new income possibilities, and vertical screen videos that have been tested by the market undoubtedly given more imagination of Station B. In space, station B attaches great importance to this module.

So how should the creators keep up with the pace of the platform and seek more growth opportunities?

Case believes that creators should be clear: vertical screens and horizontal screens seem to be just a different form of form, but the gap in the inside is actually very large, not all videos are suitable for the mode of vertical screens.

From the content of the content of the video: the advantage of the content of the vertical screen is to highlight the single subject, so when the theme of the work is the specific objects such as characters, animals, etc., such as beauty, cute pets, knowledge oral broadcast, etc. It will be more impactful, and visual effects will be more advantageous.

The content of the horizontal screen can carry more environmental information than the vertical screen, and the corresponding characters will be weakened. Therefore, the advantage of the horizontal screen form is to create the atmosphere of the entire work. For example, the content of the shop and short drama may be a better choice.

From the perspective of the rhythm and depth of the work: the ultra -low scheduled cost of vertical screen browsing may make it better in entertainment to content, and the work needs more impact, reversal, attractive point; and the content of the horizontal screen content It is more to think about how to tell the story well, because from the shooting cost and video rhythm, if it is just taking an entertainment content floating on the surface, it will look ordinary and wasteful.

Finally, the simplest and most obvious difference between the two may be the length of the two content forms. Related data shows that the average length of station B works is about 8 minutes, and the content of the data on the site is generally maintained in this length. However, it is well known that the fast -paced of short videos determines that it cannot carry too much information. The duration of the work is generally concentrated within 1 to 2 minutes.

However, in any case, the content is always higher than the form, and as mentioned earlier, not all content is suitable for vertical screens. From the perspective of Kast, creators should maintain a good attitude, do not need to fade the circle that cannot be integrated, and choose a form of expression suitable for their content, so that the work will show a better effect.

Source public account: Kasi data (ID: Caasdata6), data empowerment short video content creation, operation, marketing and e -commerce with goods.

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