Re: what kind of people are they living in the shakes? A reporter visits the young people in Ji'nan
Wang Bowen and Wang Zitao walk up to the traffic network Red Road, closely related to the men behind them - the shell video founder and CEO Liu Fei.
time went back to 2011, and Liu Fei, who was still reading media university, made a creative video "old boy" and uploaded it to the Internet. On the second day, he found his work on the homepage of Youku, and the rate of comments and clicks was high. It was Liu Fei's first popularity, and the first time he realized the opportunity in the short video field - he was aware of the vast majority of people, opportunities in short video, not long video.
set up "Ho Sin Fu's studio" in 2013, and then set up a company in 2015. Liu Fei felt that this is a natural process. After the company was founded, it launched a series of short videos, including McDull looking for help, and a series of short stories, and embarked on the road of professional production. The "IP" has been widely known, and its popular show has become the first wave of traffic dividends in the short video area.
but the advantage and short board of the funny video soon appeared. Funny video content is simple and popular, so it is easy to imitate. With the coming of the short video boom, the content of comedy has been saturated and the audience has a weak mentality.
how to keep content fresh and creative becomes the challenge of "He Xian Gu Fu". Liu Fei decided to enter MCN. In September 2017, "He Xian Gu Fu" completed the A round of tens of millions of yuan financing. After financing, "He Xian Gu Fu" released the MCN service brand - shell video.
Liu Fei believes that the advantage of content companies to do MCN lies in short video experience, how the entire industry works, and what the real pain points in the industry are. The growth of the creator needs to be excavated and cultivated. "Creators rely on themselves to accumulate some fans when they are original, but at the next stage they need to have more professional stuff, which requires third party companies to help them."
"Dalian old wet Wang Bowen" and "dialect Wang Zitao" were earned by Liu Fei last year. At present, all the signing artists of shell video have been in the jitter.
South shiver, North express?
500 Yu Tian's shakes. What is a violent impact on the 7 year old fast hand? "Record good life" and "record the world record you". At first glance, "record young man's play" and "record young man's activity". Distinctly divided.
with sina micro-blog netizens mentioned the enthusiasm of the fast hand, it is true that the trend of decreasing from north to south, and the first three places of the trembling region are Hunan, Anhui and Shandong. As a result, "South shaking voice, north fast hand" does not seem to hold true.
the burst of trembling sounds, to a certain extent, depends on the acceleration of the social "short video era", and can be more accurately "harvested" to grow up to 95, not just the "South youth". Public survey data showed that the public's acceptance of real-time video in all ages was 21% in -1990 in 1985, 47% in 1990 and 78% in "95 after 95". Liu Fei also confirmed that the main audience in the short video area is "after 95". The
quick APP interface is extremely simple. There are only three tags on the front page: attention, city and discovery. Each video is not classified, and there is at most one sentence introduction. This form is related to the positioning of the fast hand itself. "The record itself is an insipid word, without emotion and emotion." The quick hand CEO said. Since 2011, there has been no change in the form of quick hands. Every content, everyone is equal, fast hand does not deliberately cultivate idols, "de centralization" also allows star users can not get much preference.
is precisely this kind of insistence on the original ecological video. The core users of the fast track are concentrated in cities below the second level, and the highest level is below the high school level.
is different from the simple operation of the fast hand. It is very high-profile, labelling and youthful. The red people will not live "blow the bottle", "the chest broken stone", the beautiful little sister, handsome little brother is more fashionable dress in front of the lens, shaking a small smart sister, or rhythmically "shake" a dance.
Aurora data shows that from March 2017 to July, users of shakes have soared from 290 thousand to 1 million 730 thousand, and the average daily playback has exceeded 1 billion Quest Mobile data, rising from 30 million to 60 million during the Spring Festival.
in the "pre short video era", that is, short video has not become the age of the tuyere, the quick hand is carrying the youth's self display, entertainment, hunting, social and other comprehensive appeals. But for many ordinary young people, they can only surround themselves without imitating, except for a few popular contents such as shouting, social swing and ghost dance. And in March 19th, the brand upgrading of the jitter was achieved, and we should build ourselves into a product that concerns "good sense". There is no doubt that the pursuit of content quality, the establishment of a "beautiful", "creative" standards, to guide the production of the content of the user, is to make clear the line with the vulgar entertainment. After
"trembling", where to go?
the threshold of content audit is increasing, and the separation from the mainstream culture makes the commercial value of the quick hand and the trembling sound variable. In March, the twitter and tremor were bad news.
all kinds of fancy tricks in short videos are being pursued by more and more people, and difficult actions have also triggered numerous imitations of users. In early March, a young father in Wuhan tried to imitate the trembling movement, and the loss of his hands led to severe spinal cord injury in 2 year old children. In March 19th, the announcement made a statement to remind users not to easily mimic difficult movements, and that they were starting to improve their product functions and plan to go online "risk tips." Subsequently, a man imitated the sound of the video and even picked up more than 10 Mercedes Benz cars, which was taken away by the police. Recently, there were media reports that shaking and fast acting became showcases for counterfeit cosmetics and cottage luxury goods. Even some suspected fake videos have been recommended by the platform.
"negative". Fast hand, volcanic video has recently been exposed by the central media, live young children, puppy love and other issues. According to CCTV, the platform algorithm has become the "pushing hand" behind the popularity of many minor mothers. After watching one of the hosts, you can find a lot of similar content among interested friends. CCTV criticized that such platforms not only failed to audit obligations, but also continued to recommend similar videos to interested users through the algorithm.
in April 3rd, apology for CEO, an editor of the fast track publishing house, accepted criticism and reformed. It will improve the identity authentication measures. For minor users, special strategies will be used to restrict content display and set up corresponding community permissions. It also classifying videos and filtering them strictly for videos that may be seen by minor users. The small video of volcano also responded by issuing official micro-blog: "responsibility can not be shirk, auditing is strict and unremitting."
April 5th, fast hand, volcano video in the app store. In Android application stores, such as millet, applied treasure, oppo store, pea pod, and so on, both the fast hand and the small volcano video are still being searched and downloaded in the apple App Store, but can not be pulled down.
for the current short video upsurge, Liu Fei said, "video has become an indispensable way for public entertainment. Short video is becoming a national phenomenon, a revolution in the public, one of them is shaking. It provides opportunities for people of different ages and professions to express themselves and show themselves. Therefore, it is inevitable to shake the voice. He predicted that there would be a bloody storm in the future short video.
and "funny for laughs" have made some short video creators weary. When the quality of the content is "funny video in the northeast" beat, the platform for traffic and frequent recommending low popular Kuso like video, will gradually let the audience form glimpse of ugliness, comment on the taste of the ugly, thus performing a vicious circle.
in any case, the correct values should be used to guide the algorithm and establish a minor protection system, so that the physical development can catch up with the pace of the soul. The object of this sentence includes, but is not limited to, vibrato and fast hand. (reporter Mei Han)
I don't know you, but I don't know you, but I want to know you
2008, 2009 of the mobile Internet year, 2010 of micro-blog, 2011 for 3G, 2012 for 3G, 2013 for taxi software, 2014 for 4G, 2015 for mobile payment, 2016 for O2O, 2017 of knowledge pay boom, short video bursts... Over the past ten years, more and more mobile phones have been empowered. The exchange conditions we have to pay are two or three times of electricity from two or three days to a day.
self recognition is a person who accepts new things unhappy. So far, he refuses to replace paper books with electronic reading, and does not want to use keyboard to beat writing instead of writing. Therefore, for more and more young people around to watch videos, the first feeling is that they have to have more leisure to see these boring things. Or, their time is only fragmented, not full?
read an article in the GQ laboratory a month ago: "I go to Harvard, and a quick hand." The article said: "it has 700 million cumulative registered users, so you can see all kinds of people working hard on the traces of life, there are cruelty, also back to sweet and warm. Regardless of occupation, age, geography, knowledge and background, different lives have met each other in quick hands and widened the width of each other's lives.
for a moment, I realized why the young people fell in love with the fast hands and fell in love with the jitter. I don't know you, but I can understand you. This feeling is really fascinating. In the age of "home social", we have experienced thousands and thousands of different kinds of life, regardless of the "tyrant" or "Moonlight", regardless of the first line city or the eighteen line, to hand over each other's life and exchange their feelings. It's more realistic and interesting than the virtual life game played in childhood.
will the younger generation lose its sharpness and taste for the text because of its addiction to short video? Give it time to answer the question that can't be answered at the moment.