On the commuter subway, waiting on the roadside, between busescies, before going to bed... Brushing a relaxing and interesting short video has become a daily life for many people. According to the 51st "Statistical Report on Internet Development in China" released by the China Internet Network Information Center, as of December last year, the size of China's Internet users reached 12.10 billion, the number of short video users reached 67.10 billion, and the user utilization rate reached 12.94%. Experts believe that short videos are superimposed on live broadcasting, e-commerce, education, tourism and other industries, gradually penetrating into the whole scene of netizens' lives and becoming a life application for the whole people.
Everyone has a chance to showcase
Ah Jun, who has dark skin and speaks southern Hokkien dialect, bought a few pieces of tofu from a grandmother, cut it into pieces and fried it, stuffed it with minced meat, adjusted the base sauce, and then put it in a casserole pot and simmered. It didn't take long for the fragrant tofu pot to come out. Paired with rice, Ah Jun and his mother's dinner was simple and delicious - this short video has more than 200 million likes on the Douyin platform and was selected as the highlight of the year on Douyin in 2022. "It's so healing" "The accent is so gentle, I miss home" "This is the fireworks of the world" ... Netizens left messages under the video.
"Idle Ah Jun" is a microcosm of creators on short video platforms. Among these creators, there are farmers who record rural life, doctors who popularize medical knowledge, travelers who just go... On short video platforms, everyone has the opportunity to express themselves.
Experts believe that with the development of the industry, short video content has been continuously enriched, driving the growth of user scale and strengthening stickiness, becoming the main source of mobile Internet duration and traffic increment. Due to the flexibility, entertainment, and relatively low threshold of short video creation, the requirements for duration and shooting are not high, so it is deeply loved by netizens and gradually shows a trend of national participation.
Effectively help e-commerce operations
With a mobile phone and a tripod, Wuyinga, a Mongolian girl after 95, focused her camera on her hometown, Xilin Gol League, Inner Mongolia Autonomous Region, sharing the bits and pieces of pastoral life and letting more people understand the real grassland. Since graduating from university, Wuyinga has accumulated 200 million fans and more than 4 million video views, and she has also helped herders in her hometown sell agricultural products totaling more than 1000 million yuan.
The post-90s girls returned to their hometowns to start businesses in the "@洪湖赵美丽", went into the lotus pond to deal with mud, and let the lotus root, lotus powder and other specialties of their hometown appear on the tables of more urban families; College students "@甘肃胖娃娃在助农" after graduation without makeup, just to show the most real appearance of agricultural products; He Qing, a 58-year-old inheritor of intangible heritage, used his "@何姐聊收藏" account to open a new channel to guard the old skills of filigree inlay, which was liked by many young people; While sharing good books in the live broadcast room, "@清华妈妈马兰花" continues to break through itself and discover board games and toys that help cultivate parent-child relationships for more families.
Short video platforms have expanded their e-commerce business in recent years, and the monetization model of "content + e-commerce" has deeply affected users' consumption habits. Experts believe that the huge short video user base contains a new blue ocean in the consumer market. Short video itself is an important marketing channel and business carrier, which can be used as an effective way for e-commerce operations.
"Hardcore" knowledge into thousands of households
With the popularization of short videos in the lives of the whole people, a number of short video accounts with knowledge sharing as the main content have also sprung up, and many "hardcore" knowledge has entered thousands of households through the Internet.
It is reported that Douyin launched a series of short videos "100,000 Whys", with the active participation of academicians and professors, popular science institutions, cultural celebrities and Douyin popular science creators, etc., through experiments, animations, real-life installations, etc., to provide authoritative popular science knowledge and scientific enlightenment for teenagers.
"How much difference can you see compared to the aircraft carriers of various countries?" "Nuclear rockets are booming again, is the idea in The Three-Body Problem feasible?" ...... These brain-opening questions with cutting-edge technology as the background can be seen everywhere on short video platforms. Sun Jue, an online science expert, believes that short videos have realized the transition from one-way output of media to two-way communication and interaction with the audience, making users stickier and stronger vitality of knowledge popular science works.
The short video creation platform provides a stage for more and more experts and scholars to share their views and insights. Knowledge short video director Zhong Xiaowen used to work as a text editor, and she obviously felt that due to the differences in reading and viewing habits of netizens, the narrative methods of video and text should also be clearly distinguished. "Reading industry articles requires a degree of concentration, and netizens expect short video learning to be easy rather than boring. The ideal short video language should be like a talk show, pointed, interesting, and engaging. Zhong Xiaowen said.