In the first half of 2020, affected by the epidemic situation, the short video traffic increased, the user volume reached a new level, and the content performance was eye-catching. In order to adapt to the trend of video streaming and obtain more commercial space, many social and content platforms have entered the short video field with high profile. < / P > < p > the competition of short video track is becoming more and more fierce, which is not only reflected in the traffic competition, but also the input of the platform to creators. Among them, some platforms have become saturated, the head creators are relatively fixed, many high-quality short video creators are difficult to be found, and it is necessary to explore new platforms to help their development. Today, the microblog video number has been officially launched for a whole month, creating a number of popular content. What are the differences between microblog video number and other platforms in the field of short video, and how to create a business travel alienation of short video ecology in the future? Let’s explore the logic behind it. The layout of microblog in the field of short video can be traced back to 2013. The large and comprehensive ecology of the platform has laid the foundation for the accumulation of creators. From the once “second shot” to “little coffee show”, these short video products were once popular with users, and their existence also injected strong competitiveness into microblog. Tiktok and Kwai, however, are increasingly fragmented and refined with the emergence and development of short video platforms such as jitter and fast hands.
has gradually lost its advantage in short video. This time, microblog chose to break through with “video Number”, relying on the flow and resources of microblog, “restart” short video strategy. < / P > < p > the “restart” short video strategy of microblog this time is different from the previous separate apps such as second shot and xiaocaxiu, which are embedded in the original content ecology of microblog to realize value growth based on microblog. < / P > < p > on July 10, microblog officially released the “microblog video number plan”, which specifically supports high-quality video authors. It said that in the next year, it will divide the microblog video number into 500 million cash, invest 1 billion precision advertising resources, and 30 billion top exposure resources, so as to help short video creators accumulate social assets and realize circle and brand image for their microblog video numbers The improvement of sound power. < / P > < p > it is not difficult for the creators of short videos to join the program. As long as a blogger successfully contributes more than 1 self-made video content (more than 1 minute) or publishes more than 5 videos in the past year, they can join the “microblog video number plan”. < / P > < p > such a low threshold access principle enables more bloggers to join the video number plan. Whether they are microblog big V or new bloggers, they are “standing on the same starting line”, and can get the support of resources from the platform by virtue of their high-quality short video content. < / P > < p > the creators of microblog video numbers can not only enjoy substantial subsidies, but also upgrade and improve the video numbers in the video background support, and launch a series of exclusive products and services, such as exclusive home page, exclusive reminder area, video data center, etc. < / P > < p > exclusive home page enables creators to better display high-quality short video content; exclusive reminder area makes interaction between fans and creators more interesting and visual. At the same time, the improvement of video data center also enables creators to better understand the released video data, and then make targeted improvements… < / P > < p > from these support programs and product upgrades, we can In order to see the determination of micro blog in helping senior bloggers to further complete the boom and supporting new potential bloggers to make them grow rapidly and produce popular videos. < / P > < p > original short video creators enjoy support on the platform and are committed to creating high-quality short video content. At the same time, in addition to the original creators, microblogging also has a strong attraction for content creators on other new media platforms. < / P > < p > the rich content ecology, clear vertical segmentation and strong communication ability of microblog platform determine that microblog is a necessary position even if it is not the only place for short video creators to settle in. Microblog video numbers empower creators through supporting policies, creating “benchmark” characters, attracting more and more creators to settle in microblog video numbers. < p > < p > for example, the microblog original video blogger @ left demolition home is a very typical “benchmark”. Before he exploded the micro-blog, he had been ploughing at B station and shaking for a long time, but no matter whether he played the video or the amount of interaction, he had been tiktok. In Weibo, a single video has attracted many official micro blogs and big V in different fields, attracting more than 200000 fans. After opening Weibo, the stable output of content made him add 1 million + powder in a month to complete the explosion. < / P > < p > the explosion of left demolition home is not only based on the high quality of video content, but also plays a very important role in the explosion. Zuojiejia has accumulated fans in station B since last year. So far, the number of fans in station B is 603000. In Weibo, he has accumulated 1 million + fans in just one month. < / P > < p > obviously, in microblog, short video creators get better communication effect. Through the square communication, strong interaction and linkage effect of social media, microblog has completed the creation of popular content and cross circle communication for short video creators, further breaking the circle for creators. < / P > < p > by observing the creators who have opened video numbers, we can find that microblog video numbers can be divided into short video and small video. Through this division, bloggers can meet the needs of in-depth information dissemination and pan entertainment with short videos, and match the media attributes of microblogs; small videos can meet the needs of daily interaction with fans, and match the social attributes of microblogs. < p > < p > take @ Li Ziqi, who has been on the weekly list of popular video Number authors for many times, as an example. Her video content is divided into short video and small video. Her short videos are as short as 4 or 5 minutes and as long as 20 minutes. These videos are often her in-depth content output, including “life of cucumber”, “life of pea”, “life of okra and bamboo tube road”, so as to complete the in-depth information transmission. Her short videos have also been on the weekly list of popular videos of video numbers and achieved good results. < / P > < p > while small videos mostly share the beautiful scenery and daily life she has taken in the mountains, so as to communicate and interact with fans, meet her social and sharing needs, and provide users with a new channel to interact with her, so as to enhance the enthusiasm of fans to interact. < / P > < p > from a recent interview with Cao Zenghui, senior vice president of microblog, we can also see that short video + small video covers the overall strategy of microblog, and they will also become part of the user experience of video number, so that users can feel the charm of microblog video number. < / P > < p > no matter in which new media platform, realization is the demand of all short video creators. After high-quality short video detonates and spreads, how to realize the transformation of traffic and better complete the realization is a proposition in exploration. < / P > < p > first of all, the most basic way to cash in is to divide the video ads of microblog video numbers. The “500 million cash a year” in the “gravity plan” of microblog video numbers has been implemented. Some short video creators posted their surprise feelings about sharing video ads on microblogs, and other bloggers expressed their expectation for the sharing of video numbers and future policies in the comments. Moreover, according to industry insiders, the share of video advertising on microblog is quite considerable. A food blogger can get hundreds of thousands of shares a month. Such amount of money, also let more short video creators for micro blog video Number subsidies have a real sense. < / P > < p > secondly, it is also a very good way for creators who have joined video numbers to realize cash with video boost. Bloggers can establish their own private domain traffic through video to guide their own shops and realize the realization. For example, @ Dianxi Xiaoge will add his own Taobao store information in the video of the video number, cooperate with the shopping link below the video, direct the fans to their own stores, help them realize their traffic, and form a closed loop. < / P > < p > at the same time, as the microblog video number is backed by microblog, and microblog has a variety of media forms, creators of microblog video number have other ways to realize their money on microblog, such as using pictures and texts, video advertising or live cash with goods, which has become a major factor in attracting more creators to join the video number plan. < / P > < p > short video creators can complete the promotion and promotion of cooperative products through their own short videos. At the same time, they can also start live broadcast on microblog to realize the realization in the form of live broadcast with goods. The microblog behind the video Number broadens the channel for the creator to realize the flow and ensures the creator’s enthusiasm for content creation. < / P > < p > whether for the original creators or the external creators of microblog, the enabling methods of microblog video number are different. At the same time, the short video + small video strategy also makes microblog video number and other short video platforms separate, making the video content ecology more diverse. Finally, in the realization of traffic flow that creators pay more attention to, video Number realizes the diversification of realization methods with its strong advantage of relying on microblog, which further attracts creators to settle in. < / P > < p > the diversity strategy of microblog video number also shows us the determination of microblog to develop short video. Microblog video number has found its irreplaceable position in the field of short video.