In 2021, the number of short video users reached 880 million.
Short video is the fastest industry of survival of the fittest, it is possible that the tens of millions of fans who broke out at the beginning of the year have been erased from the Internet; there is a successful counterattack on local snacks that are about to go bankrupt; there is also a month to absorb 10 million fans to become the envy of everyone in the industry...
Short videos create miracles, but miracles do not patronize everyone.
For the short video industry, after several years of development, short video has entered the middle stage of industry development, the content homogenization is serious, users have aesthetic fatigue, coupled with the lack of continuous production capabilities and mechanisms, are the problems that the industry does not need to solve at present.
If you only look at it from the user's point of view, most people will think that the biggest attribution of these problems is caused by the increasing user's pickiness of short videos.
In fact, combined with the short video production bloggers, it will be found that this is caused by the disparity in the number of groups between the two, which is simply that the creative ability and user needs cannot form a direct relationship.
To this end, to some extent, under the visible Internet ecology, short video bloggers have become a group that seems to attract much attention, but is actually extremely easy to be "ignored".
Faced with a growing demand for users, as content creators, short video bloggers seem to have become more difficult.
First, the fate of short videos: little red depends on praise, big red depends on life
According to the survey data of Ai Media Consulting, the scale of China's short video market will reach 140.83 billion yuan in 2020, continuing to maintain a high growth trend, and it is expected to be close to 200 billion yuan in 2021.
Under the growth of industry scale and the decline in user stickiness, short video bloggers have also begun to gradually form differentiation.
Station B film and television area, the first blogger with 3.93 million fans, Muyu Shuixin.
In November 2019, he began to update his video works on Douyin, but his original set of "gradual" and the method of leaving the climax at the end of the story seems to have failed, so far, Muyu has uploaded 230 video works on Douyin, in addition to the top three with the best data, there are 14.86 million, 13.39 million, 6.84 million, many videos have not exceeded 100 likes.
On the other hand, Zhang Classmate, who has rapidly risen to the dust due to the rural nostalgia, in just two months, he has recorded the single life of older young men in rural northeast China, playing more than 200 million single videos, and 50 works have attracted nearly 18 million fans.
Because the background music of each video is the same, he even single-handedly "won" an unknown German song.
Everyone engaged in the short video industry knows that "little red depends on praise, big red depends on life" is an unspoken rule of the industry.
The outrageous speed of Zhang's two months of rising fans is mainly based on some of the out-of-the-loop videos in late November.
The play in the comment area, netizens following the trend to shoot videos, and the fire to be concerned by the people's network are all accompanied by the continuous appearance of works on the hot list.
Through the data platform, we can clearly see that Zhang's fans began to surge after November 17, and there is no slowdown trend so far.
Studying Zhang seems to be able to find the traffic password, enter "Classmate Zhang" in the search box, practitioners are analyzing why he is so popular, studying his background music, and some people choose to imitate Classmate Zhang, and even use the name of Classmate Zhang's trumpet to rub the heat.
In fact, there are very few bloggers who can really keep the number of fans in the long term without decreasing.
At the beginning of the year, the sorghum rao of "QQ bullet can be brushed" brought fire to the blogger Hou Meili, and in a short period of time, it grew from a small video blogger with thousands of fans to a big Internet celebrity with 2 million fans.
Hou Meili always wore the same clothes, said the same lines, and then used her teeth to pull out thin and long silk for the sorghum, repeating it over and over again.
Video views have risen, and sales have risen.
Hou Meili's live broadcast debut, the last second only hung 1000 orders, the next second to refresh, sorghum food was sold out.
In the off-season of the confectionery industry in March, major sorghum dumpling manufacturers urgently recalled employees and worked overtime to catch up with the production, but still could not catch up with the demand, and dozens of other sorghum dumpling manufacturers across the country sold out.
Not only are sorghum dumplings out of stock, but even the machinery and equipment for producing sorghum are sold out, and raw materials have become scarce.
But now, although Hou Meili still works hard to perform and tears all kinds of food with her teeth, it is difficult to break thousands of video likes.
Another example is the Heilongjiang waist sister who relies on the "brother who has come" to burst into flames; the Lingye who relies on difficult actions and links with many stars; Li Yu, who is called the ceiling of pure desire; and the knife and knife that relies on throwing his hair to disguise.
It can be seen that for platform users, the explosion of fresh types of videos is likely to arouse the attention of users, but in the face of a single-style video that has remained unchanged for a long time, the heat comes quickly and naturally goes fast.
However, even so, in front of the Internet dividend of short videos, there are still countless bloggers who have followed in the past, of course, there are also bloggers who have entered the game purely because of love and interest.
Therefore, it is confusing that what is the current situation of short video bloggers?
Second, anxiety is the norm for short video bloggers
The threshold for short video production continues to decrease, coupled with the inclusiveness of network culture, now the elite perspective is no longer the only way to express the Internet, and a large number of rural users have become content creators, building their own individual narrative system.
For young people in the city, who are accustomed to li Ziqi's idyllic rural life, Zhang's video opens another door, representing the extreme of rough rural life, even dirty and messy.
Many netizens feel that "obviously there is nothing to look at, but it is uncomfortable not to look at for a day."
But whether it is Zhang Or Li Ziqi, they are not the current situation of real rural video bloggers.
Most of the real country blogger short videos will not be seen. Some of them work outside the home for many years, and some are like migratory birds, flying to Beijing, Shanghai, Nanjing, Guangzhou and other places in their spare time, and rushing back to Henan, Anhui, Shandong, and Hubei when they are busy, harvesting potatoes and planting peppers.
Most of them could not afford Haidilao and had not bought clothes for more than 300 yuan. There are also young people who stay in their hometowns with their babies, get up early to do farm work, return home with their children in their left hands, and hold mobile phones with a price of less than 1,000 yuan in their right hands, taking videos that can never be popular.
There are always a few to dozens of replies under their videos. In addition to the foreigners who also work outside, there are also some ridicule, confession and interaction of the opposite sex.
They envy the "people who shoot videos" living in the city, thinking that they have all kinds of tricks to be filmed, but in fact, the people they envy are also anxious.
B station blogger "-LKs-" through the questionnaire, surveyed the real psychological status of 320 short video bloggers, in the survey data, male bloggers accounted for 77.8% (249 people), female bloggers accounted for 22.2% (71 people).
In video creation (including planning, copywriting, shooting, editing), 320 bloggers spend an average of 4.69 hours a day, which is actually fine overall, but if you divide it by full-time and part-time, the difference is out, of which the average creation time per day is 6.66 hours for full-time and 3.37 hours per day for part-time.
And bloggers with less than 100,000 fans are there. Bloggers with fans of 0W to 10W, 10W to 50W, 50W to 100W, and more than 100W are 178, 84, 23, and 35, respectively.
Taking this set of data as a representative, combining the number of fans with the creation time, it can be seen that creating a video is not a very easy task.
Perhaps many people outside the industry do not agree, and even once thought that this industry is both free and profitable, how can it not be easy?
According to the "-LKs-" survey data, 34.3% of bloggers can't make ends meet, all rely on love to generate electricity, 27.8% can earn some extra money, 22.8% can support themselves to do full-time, 15% have a good income, more than part-time work.
In fact, on the whole, the economic income of bloggers has a great relationship with the number of fans, and those who can really make money are in the head, and bloggers with low income actually account for a large part.
As a full-time short video creation blogger, you also need to have a strong heart to withstand the pressure of all aspects.
First of all, whether it is for knowledge sharing bloggers, food bloggers, wear bloggers or beauty bloggers, they need a lot of knowledge to support, in addition to constantly absorbing new knowledge and exporting it through their own understanding.
The second is the mental pressure brought about by the selection of topics and the exhaustion of content.
As we all know, to reach the final transaction of goods on the short video platform, bloggers need to do it themselves and collect like traffic step by step in order to successfully introduce cooperation with merchants.
Even before promoting a product, bloggers need to plan carefully, such as how the script is designed to be more attractive, how to use the shooting, and what techniques to use later to make the food look delicious.
In "What Are Young People Who Don't Work Doing?" As mentioned in the article, "Freelancers do have more income space to work more." But flexibility and mobility also represent income instability. ”
Full-time short video creators are also part of the freelance profession, and the unstable income also makes most bloggers insomnia and anxiety.
Data from the "-LKs-" survey of bloggers' sleep conditions showed that 20.6% of bloggers slept with their heads wet, 39.7% had occasional insomnia, and 39.7% had frequent insomnia.
In addition, in the "symptoms after being a blogger" survey, 62.5% of bloggers felt fatigue and anxiety, 51.3% would be depressed, and 47.8% would have neck, shoulder and low back pain.
As a result, what we see is that even bloggers who are concerned by tens of thousands of people still need to "fight the body and fight the imagination", so for most short video creation bloggers, insomnia and anxiety are already the norm.
From a longer time dimension, it seems that future bloggers will also be difficult to avoid the cold wave brought about by the decline in freshness.
Third, say goodbye to barbaric growth and enter the huddle for warmth
On December 15, the China Online Audiovisual Program Service Association issued the Detailed Rules for The Standards for the Review of Online Short Video Content (2021). According to the article on its official website, the association organized relevant short video platforms to comprehensively revise the 2019 version of the "Detailed Rules" and improved the original 21 categories and 100 standards with the times.
Among them, article 93 of the "Detailed Rules for the Standards for the Review of Online Short Video Content" stipulates that all kinds of audio-visual programs and clips such as films, television dramas, and online film and television dramas are cut and adapted by themselves without authorization.
However, this is clearly a fatal blow for video clip bloggers.
According to the data of the "China Online Short Video Copyright Monitoring Report", from January 2019 to October 2020, the 12426 Copyright Monitoring Center monitored more than 100,000 original short video authors, the National Copyright Administration's early warning list and key film and television variety shows, and other works, and monitored a total of 30.0952 million suspected infringing short videos, involving 2.72 trillion hits.
It is worth noting that most of the full-time short video bloggers who have been edited through film and television will plummet in revenue.
And this also seems to give all short video bloggers an indirect "wake-up call", under the influence of different factors, the single style of short video sooner or later will not go through the day.
To this end, multi-directional development seems to have become one of the few options, such as dressing, visiting stores, food, skin care, affordable, easy to use, suitable for a wide range of people, and so on.
But this also means that most bloggers need to strengthen their knowledge reserves in all aspects and need to invest more time and energy.
More and more short video bloggers are saying goodbye to fighting alone and choosing to join the organization.
Xiaomi, which switched from live broadcasting to the field of short video, signed an MCN agency in Xiamen. In her opinion, mcn agency's relationship with herself is more like that of an agency and a contracted artist.
MCN agencies are responsible for coordinating and curating content, arranging roles and types according to the characteristics of video bloggers. And she only needs to focus on mastering the content creativity and improving her skills and personal charm. Unlike the guild system of live broadcasting, many video bloggers have changed from competitive relationships to partnerships.
In the short video platform, the rewards and subsidies are insignificant, and the MCN agency considers the whole process of short video commercialization, as well as the income distribution according to the contribution value like the crew.
Video bloggers with obvious personality characteristics like Xiaomi, who have special artistic abilities, will have independent works and IP, and their resources and income will naturally be more inclined.
A feature of the short video field is that individuals and institutions are in the forefront of commercialization, innovating in the monetization model, and also producing many bloggers and institutions with super gold absorption ability. But at the same time, another phenomenon has also been gradually concerned by the industry, that is, the commercialization of the platform is still in a state of embarrassment.
Only when the short video industry has "matured" the content producers, audiences and industry atmosphere, will there be better room for development.
Perhaps, in the future, more and more bloggers will create their own diversified styles by examining the platform and user preferences, and the internal volume will still be difficult to avoid.
Even those bloggers who insist on going down the short video industry seem to have anticipated every step of the future hardships, but it is still difficult to be calm.