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关于“短视频”的报告

本报告研究设计企业/品牌/案例:抖音,快手,火山小视频,VMate,Tik Tok,微信,微博,百度新闻,小红书,京东,虎牙直播,汽车之家,bilibili,微播易,斗鱼

在政策驱动、海外扩张、科技等因素的驱动下,短视频规模实现快速扩张,2018年增长率为107.0%。iiMedia Research(艾媒咨询)数据显示,2019上半年,在短视频内容领域,短视频用户对PGC内容(专业生产内容)表现出更高的偏好,对于PGC和UGC(用户生产内容)结合的视频偏好率由37.4%上升至43.6%。短视频用户付费意愿大幅度增加,从31.3%增长至54.8%,过半用户现在更愿意为其喜爱的视频付费。用户在短视频平台频率最高的互动行为仍然是“点赞”,而点赞、分享转发等互动比例明显上涨,用户的互动意愿明显提升,短视频用户之间的连接关系逐步增强。在短视频营销领域,短视频市场规模预计突破200亿元,中国短视频MCN机构数量将超5000家, MCN机构进一步提高商业化效率,助推行业创新改革。短视频MCN呈现出垂直化、专业化、商业变现模式多样、技术化等新趋势。随着5G的发展,5G的商用落地有效降低创作者的门槛,短视频用户体验也将得到进一步优化。在5G的加持下,用户在短视频的互动体验将越趋丰富,其传播性也将得到有效提升。5G将会以其强大的优势推动短视频行业的发展,短视频将迎来“又一春”。

Driven by policy, overseas expansion, technology and other factors, the scale of short video has expanded rapidly, with a growth rate of 107.0% in 2018. According to iiMedia Research, in the first half of 2019, short video users showed a higher preference for PGC content (professional production content), and the video preference rate for the combination of PGC and UGC (user production content) increased from 37.4% to 43.6%. Short video users'willingness to pay increased significantly, from 31.3% to 54.8%. More than half of users are now willing to pay for their favorite videos. Users'most frequent interactive behavior in short video platform is still "point praise", while the interactive proportion of point praise, share and forwarding has increased significantly. Users' willingness to interact has increased significantly, and the connection between short video users has gradually strengthened. In the field of short video marketing, the scale of short video market is expected to exceed 20 billion yuan, and the number of short video MCN institutions in China will exceed 5,000. MCN institutions will further improve the efficiency of commercialization and help promote industrial innovation and reform. Short video MCN presents new trends such as verticalization, specialization, diversification of commercial cash flow modes and technicalization. With the development of 5G, the commercial landing of 5G effectively reduces the threshold of creators, and the short video user experience will be further optimized. With the support of 5G, the interactive experience of users in short video will become more and more abundant, and its dissemination will be effectively improved. 5G will promote the development of short video industry with its strong advantages, and short video will usher in another spring.

本报告研究涉及企业/品牌/案例:小红书,知乎,微信,微博,豆瓣,爱奇艺,哔哩哔哩,Acfun,腾讯视频,yy直播,淘宝直播,抖音,花椒直播,天下秀,伊利果果昔,德芙,宝洁,虎牙直播

随着Z世代的到来和科技的发展,新媒体营销对新一代用户群体的影响力不断上升。新媒体是继传统媒体之后,在互联网背景下出现的媒体形态,用户从过去被动接受的角色转变为可自主创作的作者与读者身份。iiMedia Research(艾媒咨询)数据显示,新媒体用户中中青年为用户主流,年龄在26岁至40岁的比例超过七成。同时,娱乐、社交、资讯获取为新媒体平台最主要用途,占比分别达到57.8%,53.1%和51.8%,近四成受访用户表示最常接触的新媒体广告形式为图片广告,同时近三成受访用户偏好以图片为主的广告形式。与此同时,新媒体营销同样存在其不足之处,访用户对于新媒体广告传达产品信息的有效性持较为中立的态度,认为新媒体营销广告或其产品信息的可信度一般。新媒体营销广告在传递产品信息、提升广告可信度上仍需继续改善。未来新媒体营销应精耕广告内容,在趣味性、有效性、创新性上寻求提升与突破,提高其信息真实性,如何在保留真实性的基础上深耕内容创作将是新媒体营销未来的发展方向。

With the advent of Generation Z and the development of technology, the influence of new media marketing on the new generation is increasing. New media is a media form emerging in the Internet era after the traditional media. Users have changed from passively accepted roles to independent authorship and reader identity. As the data of iiMedia Research showed, young and middle-aged users of new media are the mainstream of users, with over 70% of them aged from 26 to 40. At the same time, entertainment, social networking and information acquisition are the main uses of new media platforms, accounting for 57.8%, 53.1% and 51.8% respectively. Nearly 40% of respondents indicated that the most frequently contacted form of new media advertising is photo advertising, while nearly 30% of respondents preferred image-based advertising. However, new media marketing has its shortcomings. Interviewed users have a more neutral attitude towards the effectiveness of new media advertising to convey product information. They think that the credibility of new media marketing advertising or its product information is general. New media marketing advertisements still need to be improved in delivering product information and enhancing the credibility of advertisements. In the future, new media marketing should focus on advertising content, seek to improve and break through in interest, effectiveness and innovation, and improve the authenticity of its information. Working for further cultivating content creation on the basis of retaining authenticity will be the future development direction of new media marketing.

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