The wave of videoization is coming, and creators who are accustomed to written expressions on WeChat public accounts, Weibo, and Zhihu are starting to feel anxious. In the 1920s, the wave of sound films swept Hollywood, bringing unprecedented opportunities. But at the same time, almost without exception, the pastries of the silent film era could not adapt to the new form, and could only retire in the spring of hope. Now, that sort of thing falls on text creators as well. An unprecedented migration is coming.
According to data from QuestMobile, a third-party organization, as of June this year, the number of monthly active users of video tools has increased Fax List by 89.3% year-on-year, and the consumer demand for video content is exploding. This continuous explosion has lasted for nearly three years. For many text creators, one of the most intuitive experiences may be that the number of mooncakes sent by Party A has decreased this year. Although the top of the text field still looks shiny, most mid-waist and mid-long tails have begun to feel the brutality of the market.
Judging from the advertising price, the regular price of the top streamers is still astonishingly high, but they have already started to offer 50% or 30% discount in private, and compete with the mid-waist, so the mid-waist has also begun to be discounted... The stampede effect occurred quickly. This olive branch is called medium video (or slightly longer video), which is 3-10 minutes of ugc (pure native) and pugc (semi-professional) video content. Around China Video, an unprecedented war is breaking out, and the video era has entered a "midfield war". The "front field" of the video war is the ultra-short videos (within 1 minute) of Douyin and Kuaishou, both of which used to be the best.