Source: Photo.com
Recently, screenshots circulating on the Internet show that Douyin no longer supports accounts that mainly publish social current affairs, finance, law or medical content, or accounts with a high number of followers and greater influence and commercial promotion accounts to establish an authorization relationship that includes the ability to publish content. According to the relevant screenshot, if the creator's account has made such authorization, the corresponding authorization relationship will be terminated from May 15. Some voices interpret it as saying that Douyin will restrict the release of current politics, finance, legal and medical content.
On May 13, according to The Paper, the relevant person in charge of Douyin responded that the online restrictions on the release of current political, financial, legal or medical content are false information. The relevant adjustment is to the authorization function of commercial material release, which does not affect the creator's other monetization or commercialization capabilities, including self-publishing of commercial materials, advertising, e-commerce, etc., and does not involve content creation.
It is understood that the so-called authorization for the release of commercial materials refers to the commercialization of related fields and the relevant processes will be stricter and will not affect the normal content creation. However, Douyin did not disclose the specific reason for the adjustment.
The official customer service explained that Douyin has adjusted the account authorization function in the commercial promotion scenario, including no longer supporting government media institutions or publishing social current affairs, finance, law or medical content, or accounts with a high number of fans and large influence, and commercial promotion accounts (including huge advertising accounts, huge Qianchuan accounts, huge local push accounts, etc.) to establish an authorization relationship that includes content publishing capabilities.
The short video industry has diversified revenue sources, with advertising being the main source of income
At present, the revenue of the short video industry in mainland China mainly comes from advertising revenue, e-commerce commissions, live broadcast sharing and games. Advertising revenue is divided into revenue from in-feed ads, revenue from app open ads, and revenue from self-service business open platforms. E-commerce commission income is divided into self-owned e-commerce and third-party platform commission sharing, generally Douyin takes 2-10%, and Kuaishou takes 5%. The proportion of live broadcast revenue is generally 30%-50%.
Mars culture data shows that from 2017 to 2021, the marketing revenue of mainland short video platforms has doubled, and the market size will reach 258 billion yuan in 2021. Short video platforms are the focus of major advertisers, and the leading short video platforms represented by Douyin and Kuaishou have improved their advertising and marketing matrix by building KOL advertising exchanges and other forms, continuously increasing the overall user volume and user stickiness, and significantly improving the monetization ability of advertising and marketing.
In 2029, the market size of the short video industry will be close to 380 billion yuan
In the future, short video platforms will further seek new breakthroughs, such as adding live broadcasts, e-commerce and other businesses, while the current leading short video platforms are already developing online live broadcast services, and seeking to deepen relationships with other content creators, and at the same time develop new features to deepen the interaction between creators and users. The increase in 5G penetration and the development of artificial intelligence and big data technologies will provide new support for short video platforms. In addition, the state has strengthened the supervision of the industry, and the platform has also strengthened the review of the short video content posted by users. On the whole, the short video industry has great potential for development. It is preliminarily predicted that by 2029, the market size of the mainland short video industry may be close to 380 billion yuan.
In the future, short videos, social networking, and life will be further integrated. At the same time, short video platforms are actively exploring commercialization and monetization, and combining with e-commerce development is the most important direction. The development prospects of the short video industry are continued to be optimistic, and it has become a heavyweight product that occupies the user's time under the video carrier, and Pinduoduo, Tencent, etc. continue to increase the short video track, and there is still the possibility of reshuffling the short video market in the future.
CITIC Securities pointed out that short video has become a standard product of the mobile Internet. The three major platforms (Kuaishou, Douyin, and Channels) have their own characteristics and foundations in terms of product content, users, social relations/traffic mechanisms, and have sufficient breadth and depth of users and content. At the same time, Kuaishou and Douyin are both in the stage of high-speed commercialization dividends, and the user penetration and commercialization potential of Channels are also huge. In addition, it is expected that in the future, with the mutual penetration of product users, operational capabilities will become an important competitiveness of each platform, and the operational capabilities of leading platforms are expected to continue to increase.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on Market Prospect Forecast and Investment Strategic Planning of China's Short Video Industry" by Qianzhan Industry Research Institute
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