The Rise of Vlogs: Returning to Content, Rejecting Routines

The production of short videos is also such a process. In 2017, the concept of short video has just become popular. Everyone believes that "magic + repetition" is a strategy that stimulates the human senses the most. Countless MCNs use "routines" to play short videos with "structured content". These fictitious content may seem playful, but lack the details and textures to withstand the test of time. Two years later, the competition in the short video market is gradually getting rid of this routine. Returning to personal content and the life story itself is the real direction. The rise of Vlog over the past year just illustrates this logic. 1. The hidden worries of routines China Securities Co., Ltd. released a research report titled "Lonely Tencent, Beating Bytes" on June 28. There are several interesting sets of data in this report:

The former short video duo phone number list generally saw a decline in the number of monthly independent devices; Baidu Haohao Video and Tencent Weishi saw a significant increase in the number of monthly independent devices. This is of course due to the fact that Baidu Haohao Video and Tencent Weishi have adopted an active strategy to develop short videos, but the bigger root behind this is that the dividends of traditional Internet celebrity routines have declined and user growth has stagnated. 15-second short videos such as "My little brother is my boyfriend, dance to the rhythm of music with long legs" have been the mainstream of the short video battlefield in the past two years. This kind of short video was effective in a short period of time with the help of human weakness and physiological inertia, but the repeated routines are causing users to feel bored. Everyone knows that this is just a product of packaging and performance.

Although it is magical and funny, it is not real enough. Such a short video ecology has several characteristics: 1. The MCN organization is dominant, the content production routine is obvious, and the packaging performance is too heavy After all, the script is limited, and behind the routine is actually a lack. Although users are prone to addiction in the short term, the stimulation of adrenaline will make the user's threshold higher and higher. When the stimulation stops, it is the time when users gradually get rid of the product. 2. Internet celebrities are the core of the ecology. Internet celebrities unilaterally output content to users, and users accept cramming consumption After consuming videos, users often only have a short-term excitement, but it is not easy to remember the influencer itself in the long run. You know, no matter how beautiful Miss Sister's 15-second dance is, she can't bear to watch it every day and every day.