Kwai, Tiktok, video number, battle content payment

Short video has reached the end of commercial liquidation .

Ride on 4G The east wind of network popularization , Short videos are quickly popularized , Hundreds of millions of users of Tiktok 、 Kwai came into being . After nearly ten years of energy accumulation , Short video in 2020 In, it officially entered the sedimentation period , Wechat video numbers struggle into the track , Tiktok 、 Kwai seeks the solution of realization together .

In the near future B The first paid video of the station is online, and it is popular to search on Weibo , Paying for content adds heat , As the most direct way to cash in the content platform , This realization path has traces to follow . From the network novel VIP chapter , You need platform members to get to popular movies , Setting payment thresholds for online content has become the norm , And in the raging tide of content payment , Short video platforms are becoming the next focus .

Even if the genes are different , But the logic of seeking growth is interlinked , Paying is leveraging short videos .

“ Love and hate are intertwined ” Paid business

One tuyere meets another , There will be some wonderful chemical reactions , As 2019 A new air outlet recognized by the industry in , The marriage of knowledge payment and short video is quite 1+1>2 The momentum of . But in addition to the bright performance , In this way, realization is the ultimate goal , There are also short video platforms “ Driven to Liangshan ” The helpless .

One side , Weak user growth makes platforms anxious . Zhongyan.com data display , The growth rate of short video users is 2018 After reaching its peak in, it continued to decline . and Quest Mobile The data also indicate that ,2020 year 1 Month to 2021 year 12 month , Monthly active users in the short video industry are stable at 9 Million or so , Scale peaked .

On the other side , It is the difficulty of realizing under a single profit model . at present , The profit model of short video platform is advertising 、 Mainly live broadcast and e-commerce .

2021 In the second half of , The message that the domestic advertising revenue stops growing comes out when the byte beats . Hanteng business pointed out in the report , The main operation mode of short video platform UGC Often the quality is not high , Unable to attract high-quality people , Therefore, the commercial liquidity is weak , Advertisers' attention is shifting .

And the introduction of relevant regulations , It also restricts the hot live rewards and goods brought by talents in recent years . Tighter regulation , Traffic slows , Short video platforms urgently need to find new ways to realize .

Content payment , There are countless pathfinders , Previous knowledge Live、 Paid derivatives such as Douban time encourage short video platforms to move towards paid . Financial data shows , In the first quarter of this year, Zhihu's revenue from content commercialization was 2.27 One hundred million yuan , For the first time, it surpassed the online advertising business （2.17 One hundred million yuan ）, Become the number one source of income .

From the perspective of commercial realization , Simple and direct content payment is a popular direction , However, how to improve users' awareness of paying , Is the common problem of the entire content payment industry .

《 New potential crowd leisure entertainment APP Preference insight report 》 data display ,7 More than 90% of users are not for APP Willingness to pay .

For the short video industry , Content payment needs a long trial period . One side , After users enjoy free content for a long time , It is difficult to realize the change from free to paid mode immediately , The cultivation of payment habits is not achieved overnight ; On the other hand , Whether the attractiveness of paid content is enough for users to pay , It's still to be proved .

Now , In the journey of roses and thorns , Mainstream platforms have started to pay for content , Kwai with different genes 、 Tiktok 、 Video Number , Is telling the story of the same goal by different paths ……

Well quickly ： A large and comprehensive payment system

Advocate “ Small and beautiful ” Vertical class of APP all over the mountains and plains , Kwai with lofty ambition is writing “ Instead of ” The story of .

Entering the Internet era of high-speed areas , The product of tool attributes iterates rapidly , Tool born Kwai , There is more sense of crisis in the blood than others , Continuous business exploration is one of the ways for Kwai to gain a sense of security .

just as Slogan“ Embrace every life ” equally , Kwai wants to try a variety of ways to realize , From live 、 Short play to e-commerce 、 Real estate , Kwai wants to do everything , Also doing everything , Extend your tentacles to the field of payment , It also comes from Kwai's courage to explore “ Curiosity ”, In terms of content payment , Well quickly “ Instead of ” Our business concept is also reflected .

Pay for short video content , Kwai was the first warrior to eat crabs ,2020 Kwai started from live broadcast 、 Short play 、 Pay business has been started in recording and broadcasting courses , It covers many vertical fields from professional skills to daily life . at present , Quickly in APP Set up a separate “ Paid content Plaza ”, The forms of paid content are diversified 、 Appearance systematization .

More and more Kwai users are paying for paid content . Results show that ,2021 Fourth quarter of 2007 , The penetration rate of Kwai live broadcast subscribers increased month on month , The average revenue from live broadcast subscribers increased year-on-year 17.2%, achieve 60.7 element .

And all this paid revenue growth , Cannot do without “ Knowledge category ” This great hero .

There is no denying that , Interesting and eye-catching short videos or live broadcasts , It is common to see short video platforms carrying a large amount of Pan entertainment content , Compared with a large number of free pan entertainment content , Knowledge category content that needs to be paid , Higher gold content , It's easier for users to accept .

China Broadcasting sofrey media research （CSM） released 《2021 Short video user value Research Report 》 Show , Knowledge popularization 、 Life skills 、 Shopping sharing is the content type that short video users are most willing to pay . It's not hard to understand , Why is the proportion of paying for knowledge content greater among paying users of Kwai .

indeed , Paying for knowledge is a good track , But in addition to the right time and place , The rise of Kwai in this field is also inseparable from its own user structure .

AI media consulting research data show that ,2021 year “35 year +” The proportion of paying for knowledge purchased by groups has reached 58.8%. here , Kwai, whose average user age is older than Tiktok , Undoubtedly, it has received the help of knowledge payment .

You can see , Kwai paid content “ Instead of ”, Let more and more users' needs be met , But at the same time , And “ grassroots ” Kwai with cultural origins , Or face the challenge that the payment foundation is not solid .

There are reports that , Users' awareness of paying is directly proportional to the city level , The proportion of paying users in tier one and tier two cities is higher than that in other cities . This is not good news for Tiktok and Kwai, which account for more than half of the cities in the third tier and below , Kwai, who is good at sinking the market, is especially , Can this boom in content payment continue , It's the key to Kwai's paid profits .

Don't deny , Go through many areas of paid content one by one , Kwai has indeed dug out a new shining point , With the pull of millions of knowledge paying users , Kwai is going further .

Tiktok ： Pry long video “ corner ”

“ User traffic = Advertising revenue ” The idea of , Engraved in ByteDance DNA in .

Push advertisements to different target users through algorithms , So as to stimulate trading and transformation , It is the trump card playing method of ByteDance .QuestMobile According to the report , In the Internet platform ,2021 In the first half of the year, Tiktok 30.2% Advertising revenue accounts for a high proportion of the total , And the news that belongs to ByteDance APP Today's headlines also have a high proportion of advertising revenue （16.4%）.

In the whole short video industry, user growth peaked 、 When advertising revenue is weak , Tiktok also needs a change . Short video content tends to be homogeneous on all platforms 、 Users' tastes are easily boring , Paid short plays are highly expected by Tiktok .

This is a “ There was a premeditation ” Business plan for , Vibrato in 《2020 Tiktok entertainment white paper 》 It was revealed in , Tiktok and Huayi Chuangxing 、 Many head film and television production companies such as Tangren film and television signed agreements , Prepare to launch the short drama market .

meanwhile , After repeatedly grappling with the long video platform over the copyright of film and television editing , Tiktok is also looking for a substitute for editing short videos of film and television dramas , And a short play similar to its logic , It can meet users' fragmented time expenditure , It can also enhance user stickiness with a coherent plot .

2021 The first self-made short play in 《 Dream ！ Crystal 》 Get super 2.8 After 100 million playback , The Tiktok of Xiaoshi NiuDao further determines the market prospect of the short play , Then start to test the water and pay for the short play . Same year 11 month , Tiktok “ Paid skits ” The function of is officially launched , The payment threshold is mostly 10 Shaking coin （ Renminbi conversion 1 element ） Unlock an episode , Paid content can be viewed repeatedly .

From the perspective of platform users , The continuity of the plot is a selling point . Compared with live broadcast and other relatively independent content , Users are more accustomed to paying for continuous plots , However, some netizens reported that the low quality of paid dramas was serious , Far less than the quality of paid content on the long video platform , The road ahead for paid dramas is still full of challenges .

From the perspective of Tiktok itself , This is a layout problem . Although it is similar to the monthly membership system and single episode payment system of the long video platform , But the difference is , Iqiyi 、 Youku and other long-term video platforms are difficult to make profits due to high film and television costs , Tiktok intends to seek market Dividends with small-cost paid dramas .

With accurate push Algorithm , Tiktok is expected to get more attention in the era of content payment , But the problem of homogenization still goes hand in hand . Such as paid events , Video numbers with ecological foundation can interact with users more directly .

So far , In the field of content payment , Tiktok has not yet formed a unique label , With the opening of the short video platform content payment war , Only higher innovation and quality can become the essence of standing out .

Video Number ： The goal is , Develop the same frequency

This live broadcast has been brewing for two years .

2022 year 1 month , a NBA Live game , It has opened the payment era of wechat video numbers . Watch the game for free 3 Minutes later , Users need to pay 90 Wechat beans continue to watch the game ,Android Users want to 9 element ,iOS The charging threshold of users is higher , It costs 12.8 element .

Late for admission , It is an undeniable short board of video number .2016 After the first year of the short video outbreak , Tencent has conducted more than ten water tests , Launched micro vision 、 Penguin look 、 Flash coffee 、 Cat cake 、 Tencent cloud video 、Yoo video 、 The soy sauce 、 Harpy, wait , But most of them didn't cause any waves .

and 2020 year 1 The video Number officially tested in June , With the mature ecosystem of wechat and social communication volume pool, the performance is ok , But with Kwai 、 Tiktok is more than a beat slower , Video number can only be caught “ Content payment ” Transformation opportunities , Tiktok 、 Kwai co frequency development , There is a greater probability of achieving equality , Or overtaking on the curve .

Unlike most video platforms , Video number is not a completely independent individual , As an atomized component in wechat ecosystem , Attached to Tencent ecosystem .

This year, 1 Of the month NBA Live game , In wechat video number, you need 9-12.8 Yuan to watch , After Tencent video became a monthly member, the average price paid was insufficient 4 element , The price is far lower than the video number .

Synchronized launch of paid events , Tencent aims to radiate more interested people , And the video Number backed by wechat private domain traffic pool can expand the influence of the event by means of forwarding in the circle of friends , Exchange more traffic for higher conversion . Step back , Even if the paying crowd cannot be converted into Tencent video users , But the more expensive price of live broadcast also makes Tencent “ This wave of losses ”, It's all about making money .

For video numbers , This is certainly not bad , With its own traffic foundation and music 、 Film and television drama 、 sports 、 Variety show and other contents , Is its biggest advantage .

in fact , The paid live broadcast of video events may be just a test of Tencent , For example, video number can bring considerable user conversion to Tencent video , Then I worked with video number , Introduced Jay Chou 、 Leslie Cheung re screened Tencent music for the concert , Maybe we will try to pay for online concerts in the near future .

With the difference from vertical video APP Differentiation advantages and self-contained 12 Billion wechat user resources , The video number that starts the live broadcast payment service may bring new growth points to wechat .

at present , After paying for the live broadcast of the event , Actively face C The video number of the terminal is also connected with Tiktok 、 Like a Kwai , Gradually open the paid live broadcast permission to individual users .

Conclusion

Based on the short play 、 live broadcast 、 Pay for recording and broadcasting , A war without smoke of gunpowder started in the short video industry ：

The video number born in Tencent ecosystem is the atom in the whole closed loop , It complements other businesses ; Tiktok, who is dedicated to the realization of traffic, is looking for something other than advertising revenue “ The second spring ”, Powerful algorithm bonus may bring new ideas to content payment ; With GIF Tools start Kwai wants to try everything , Get involved in content payment earlier and the mode is more mature ……

Even though the genes are different , But content realization is the common expectation of short videos .

Long way ahead , The story of persuading users to pay with high-quality content remains to be continued , Maybe in the near future , Paid content such as online concerts will also be included in the commercial territory of short videos .

* The picture comes from the film 《 Leaf asked 》