©️ Deep Sound Original · The author | Li Tingting
A "just rice" video brushed the screen across the network, driving the market value of advertiser Lege shares soared by 546 million yuan, with He once again contributed to the classic case of knowledge video breaking and commercialization, the already hot pan-knowledge track further heated up.
All short video practitioners can feel the rapid turn of the industry, and major platforms are unanimously running on the road of grabbing pan-knowledge videos:
Station B, which started earlier, wanted to implement the positioning of "young people's learning platform", and in June this year, it was revealed that pan-knowledge content video playback accounted for 45% of PUGV;
Douyin and Kuaishou's eyes shifted from entertainment to knowledge, and respectively released support plans such as "Fuzhi Plan" and "Kuaishou New Knowledge Broadcast";
Last week, the "co-creation" function launched by Zhihu is essentially to help the video of the platform's knowledge content;
After Baidu's Good Looking Video launched the "Light Knowledge Plan" in April, it launched the "Knowledge Talking People" plan in September to try to explore and build a knowledge interactive community.
In the process, He Classmates, Half Buddha Immortals, and Infinite Small Bright have become benchmark cases that have been talked about tirelessly - the wind outlet has just risen, but the focus of the vision has been removed from the most eye-catching head, and the mid-waist that can really support the content ecology has yet to be reclaimed.
In the final analysis, pan-knowledge content still faces many objective limitations in the current communication environment. Knowledge videos have higher requirements for creators, more difficult production processes, and longer cycles, but in terms of traffic performance, especially under the information flow distribution mechanism, knowledge content is not pleasing to the entertainment content with a lower consumption threshold; in addition, in terms of commercialization, those knowledge content that is far away from consumption decisions are not favored by advertisers.
Of course, the knowledge video is not a pseudo-outlet, but it remains to be seen whether the vent can stand. This does not only depend on a very small number of head creators, not only relying on the platform "throwing money" and "sprinkling traffic" strategy, the underlying core that can support the long-term output of content is always an operating system that fits the knowledge attributes and serves all creators.
This is also a deeper stage that the knowledge video competition must enter, in addition to grabbing the head and doing support, whether it can create a piece of soil that conforms to the growth logic of knowledge video is the embodiment of the long-term competitiveness of the platform. As writer Xu Zhiyuan, Song Jian, general manager of Baidu short video platform, and Duoduoqimuge, creator of good-looking video, mentioned in the topic of "long-term value of short videos", video platforms have the responsibility to guide the public and move in the right direction.
From left to right: Xu Zhiyuan, Duoduoqimuge, and Song Jian
<h1 class="pgc-h-arrow-right" data-track="26" > cold thinking under the vent</h1>
After several years of decades of development, short videos have become one of the leading forms of content consumption, but there are still many discussions and explorations on the content value and distribution logic carried by this form.
First of all, combined with the actions of major players, the shift from pan-entertainment to pan-knowledge is a recognized content trend in the industry. Song Jian, general manager of Baidu short video ecological platform, explained this logic in his exchange with "Deep Sound", one is social, one is content assets that can be accumulated sustainably for a long time, and the biggest problem of entertainment is that it cannot constitute long-term content assets, because the essence of entertainment is to hunt for new products, not to solve problems.
The second thing that can be observed is the rethinking of the distribution logic in the industry, especially with the increased attention to personal information security at home and abroad, and the anxiety about excessive entertainment, forcing platforms and users to reflect more on information flow. Correspondingly, the value of search has been revitalized, and both the graphic search engine and the video search market have ushered in more new players.
This is the current change taking place in the content industry, and these changes are rooted in the natural need of users to "get valuable information". Based on this, it is more understandable why pan-knowledge videos can attract platforms such as B station, vibrato, kuaishou, and good-looking videos to compete for the first game.
However, the leap from entertainment to knowledge is not just a SKU expansion, and when platforms copy the operational logic of entertainment content to the knowledge field, there are too many contradictions and efficiency loss.
This is first reflected in the tool level, knowledge videos are often more complex when creating, and most of the editing tools are actually not compatible with knowledge creation. For example, if a knowledge video is more vivid and professional, it is necessary to add a large number of related materials, but on the one hand, it is not easy to find suitable materials that meet the copyright requirements, on the other hand, it is very troublesome to insert a large amount of material on a timeline.
Secondly, in the presentation of content, knowledge videos have higher requirements for information density, which is more difficult to balance with the interest of content. Especially for knowledge creators, having content but not expressing, expressing but not interesting enough is a major pain point, so how to strengthen two-way communication with users in addition to one-way content output also needs to rely on the platform to solve it with the operation mechanism.
At present, the monetization of short video creators almost all rely on the accumulation of private domains, but knowledge creators are naturally inferior to entertainment creators in creating human settings and accumulating fans. For advertisers, content in areas such as human history is far from consumption decisions, which seems to correspond to longer conversion links and lower conversion efficiency.
To put it simply, although the construction of pan-knowledge content on various platforms is in full swing, the traditional platform logic, which is mainly based on entertainment needs, may not match the knowledge content.
This is also the vanity under the wind of knowledge video, in addition to a very small number of head creators, the vast majority of mid-waist creators to do knowledge in the entertainment platform, still "thankless"; and the lack of infrastructure to support the operation of knowledge content, the platform with funds and traffic investment to support the knowledge content ecology, will only be a false prosperity.
In July this year, Song Jian also talked about this issue in a conversation with self-media person Pan Chao. Pan Chao mentioned: "Creators have not found a good combination with video today, they are too knowledgeable, and they do not perform well in an entertainment environment." ”
"I've always liked to give an example of what you just said, setting up bookshelves in a bar. These short video platforms with entertainment as the main focus, he does knowledge is this feeling. Song Jian replied, "So my judgment is that we still want to improve from the underlying mechanism of the product, and we can make a set of products around knowledge more thoroughly." ”
<h1 class="pgc-h-arrow-right" data-track="97" > to create a knowledge interactive community</h1>
Last week, at the "Creation Island" tour that Baidu Good Looking Video invited 30 creators to embark on, Song Jian further explained his thinking on the logic of pan-knowledge video operation to "Deep Sound".
At present, Good LookIng Video is the first short video platform in the industry to explore knowledge interactive communities, and the construction of so-called "communities" often requires a golden triangle: creators, user ecology and commercial infrastructure. In this regard, Song Jian believes that what determines the ceiling of the community in the triangle is actually the healthy prosperity of the creative ecology: "The first nature is still the creator, there are two engines around the creator, one is the user ecology, the other is the good-looking video platform and Baidu's commercial infrastructure, which will help users and the creative ecology to better enter a better direction." ”
Based on this understanding, Good LookIng Video has formulated a three-step strategy of being a creator in the first year, a user in the second year, and a platform monetization in the third year.
This strategy is actually different from most content platforms that focus on user needs and actively explore commercialization paths, and from this differentiation strategy, we can glimpse the ambition of Good Looking Video to build a new operating mechanism for pan-knowledge video.
Song Jian spoke at the "Creation Island"
Observing a series of actions since the beginning of this year, in addition to supporting knowledge creators through the light knowledge plan and the knowledge speaker plan, it has also carried out many evolutions for pan-knowledge videos in the aspects of creation tools, content presentation, monetization links, etc., and gradually explored the construction of knowledge interactive communities through the improvement of the underlying mechanism.
Specifically, the right creative tools are an essential part of community building. A good community can stimulate the creative desire of more ordinary people to a certain extent, and at the same time, a good tool can also bring more works to the community that are more in line with the tone and the atmosphere of community operation.
In this regard, "Duka", as an independent video editing product under Baidu, is also the first video editing tool for pan-knowledge creators, which will greatly help knowledge creators of good-looking video platforms to improve creative efficiency and quality. In addition to functions such as clearing invalid clips with one click and generating progress bars with one click, "Duka" also pioneered the AB axis editing method on the mobile phone to improve editing efficiency for knowledge-based oral videos that need to insert materials. In addition, it also plans to launch a smart recommendation function for materials, providing a continuously updated pan-knowledge material library that creators can use for free.
In addition, the new feature "Circle" launched by Good LookIng Video in September is another important tool for linking creators and users, and linking good videos and Baidu search ecology.
The "Circle" function allows users to "circle" the information such as people, places, and items that appear in the video while watching the video, and the entries circled will be connected to Baidu Encyclopedia, Baijia Articles, Pictures and other Baidu knowledge products. In this scenario, the good-looking video can be deeply connected with Baidu's ecology to build a high-density information map that can be presented in one screen.
And it is worth noting that this atlas was co-created by users and creators. That is to say, users can realize active information search based on the "circle" function to meet the needs of actively obtaining information, and the ecological value accumulated by Baidu Search for many years can be presented in another form in the knowledge video.
Such an interactive method also realizes the two-way communication between users and creators, and has become a unique symbol that helps creators build private domains and platforms to build communities. Just like the iconic "one-click triplet" of Station B, this interactive community symbol is indispensable in the construction of community culture.
Good-looking video invites 30 creators to conduct a "starry sky dialogue"
Finally, designing a monetization link that conforms to the logic of knowledge content so that knowledge creators no longer "take small money to do tiring work" will be the source of motivation for the prosperity and growth of knowledge interactive communities.
For the monetization of knowledge creators, business orders, fan tips, e-commerce, and service payments are all scenes where good-looking videos have run through. In this regard, Good Looking Video revealed that the growth of business orders to platform creators in the third quarter is more obvious, bringing more than 10 million monthly income to creators, and the number of monthly orders increased by about 470% compared with the previous quarter, while the number of creators who received business orders for the first time since video creation increased by 320%.
In addition to the above-mentioned monetization links designed around private domains, Song Jian said that Good Video is thinking about how to use the common domain to solve the problem of knowledge video monetization that is far away from consumption decisions.
In terms of public domain to help creators monetize, the most worthy of reference is YouTube, which gives back to creators in a way that distributes and calculates prices according to traffic through advertising patches and other forms. According to data released by YouTube on August 23 this year, 2 million creators have joined its partner program and have already shared more than half of their revenue with YouTube.
This is a creator monetization model worth exploring for good videos, which and YouTube are backed by the huge public domain traffic pools of Baidu and Google, respectively, and have certain similarities in traffic ecology.
Overall, through tool design, ecological linkage, commercial infrastructure construction, etc., Goodview Video is gradually building a set of operation systems specifically for knowledge creators, and this system can provide soil for the growth and prosperity of the creative ecology, thereby supporting the community ecology with knowledge attributes.
Of course, all this will take time to implement and verify. As Song Jian said, "Pan-knowledge will be the biggest track in the whole short video, but this track is a very long snow slope." ”