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Village live Fun & entertainment
Aug 02, 2022
In Welcome to the Food Forum
"Apart from live broadcasting and posting videos, I never use a video account myself," said a super-head blogger with a video account of over 2 million fans. The head is still like this, let alone ordinary users. This is obviously contrary to the market's original conception of video accounts. As the product of a powerful alliance, the WeChat account is the largest traffic pool in China; the short video mode is a "time killer", which was once considered to have the potential to "replace Doukuai". Even the expectation that the video accounts constantly released in the conference call will be loaded with advertisements is, to a certain extent, a signal supporting the reversal of Tencent's valuation. And the support does have some underlying logic. The latest data shows that the monthly and daily activities of the video account have reached 750 million and 500 million respectively, which have surpassed Kuaishou and approached Douyin. The heart disease of the video account: Why is the user time less than one-third as fast as the shaking? However, as an iterative form of content, the video account is misfired in the most critical place: the single-user usage time is only 35 minutes, which is less than one-third of Douyin and Kuaishou. In this way, the idea b2b data of ​​the flowers in front of them instantly feels like a castle in the sky. So, why is the video number like this? Can the situation be reversed? 1. I watch short videos for entertainment and relaxation, I don’t want to be taught to be a human being As we all know, WeChat has two important content ecosystems so far - official account and video account, and the platform has completely different attitudes towards them: The official account was given by Zhang Xiaolong as "helping WeChat users to be happy", and every grass and tree is its own primitive development. As for the video account, Zhang Xiaolong said with great importance: Video expression should be a theme in the content field in the next ten years... The video account hopes that everyone can perform. But as a result, the public account that is not valued has developed explosively; the preferred video account has been online for more than two years, and it has been tepid. Why is the content mode iteration worse? Is it because the WeChat ecosystem is not suitable for short videos? This is clearly not true. The data shows that from November 2020 to July 2021, the content release volume of the top 500 video accounts continued to increase, and users were very enthusiastic about content creation. The heart disease of the video account: Why is the user time less than one-third as fast as the shaking? The platform also mentioned in the 2021Q4 conference call: Video accounts have made major breakthroughs in content categories such as news, music and knowled
The "dilemma" of video accounts: Why is the user's time less than content media
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