Short video, with traffic and energy.

Since the outbreak of COVID-19, staying at home has become the norm for many people. At the same time, the time of the public’s online digital life has greatly increased. According to the data of the special report on the mobile Internet War "Epidemic" in the Spring Festival of 2020, the epidemic situation superimposed on the Spring Festival, which led to changes in the duration pattern of the mobile Internet industry. Compared with last year’s Spring Festival, the duration of short videos exceeded that of mobile games. Among them, the number of users in Aauto Quicker and Tik Tok both increased by more than 40 million.

People’s online access to all kinds of information is changing from traditional graphics and text to short video-based dynamic video. So, during the epidemic prevention and control period, what information are short videos transmitting? Does the public recognize it? How big is the role of short videos?

Spread rich information

The communication environment under the epidemic situation in COVID-19 is very different from that during the SARS period. The channels for the audience to obtain information have already turned from traditional media such as newspapers, radio and television to social media such as WeChat, Tik Tok and Aauto Quicker. At the same time, the mode of communication represented by short videos has also made the epidemic information that netizens are most concerned about "move". These vivid, practical and authoritative information has also become an important "weapon" to defeat the epidemic prevention and control.

According to the statistics of "Zhongyun Big Data Platform" of People’s Daily Online Public Opinion Data Center, from February 6 to February 13, the number of short videos in Tik Tok, Aauto Quicker and Watermelon matching the keyword "epidemic situation" was 36,325, among which Hubei, with the most serious epidemic situation, reached 5,706, followed by Beijing, Guangdong, Shanghai and Shaanxi. As of March 15th, there are hundreds of related topics in Tik Tok. Among them, there are as many as 307,000 videos with only the keyword "novel coronavirus", and the broadcast volume is 28.74 billion times.

After the outbreak, the dynamic video mode based on short video was very popular, which undoubtedly added various new elements to this epidemic prevention and control war. For example, Henan’s hard-core prevention and control propaganda video became popular all over the network, and the jingle of "don’t go out" in the loudspeaker broadcast was deeply rooted in the hearts of the people; For another example, the time-lapse photography of the construction process of Vulcan Mountain and Thunder God Mountain hospital became popular with the live broadcast, which gave viewers great encouragement and confidence.

In this special period, short videos have become a part of many people’s lives, and the number of platform users has increased rapidly. According to the statistics of Aurora, the number of daily active users in Tik Tok during the Spring Festival holiday reached 311 million, an increase of 93.1% over the same period of last year. Aauto Quicker ranked second with 177 million daily active users, an increase of 55.8% over the same period of last year; The number of daily active users of watermelon video reached 45.8 million, an increase of 30% over the same period of last year.

How to entertain and relax without leaving home? Some short video platforms have cooperated with music manufacturers, such as Aauto Quicker, Tik Tok and other short video platforms, which are currently online, such as "Yunbendi", which not only relieves people’s emotions in a relaxed and interesting way, but also brings huge active traffic to online platforms, which reduces the operating pressure of offline industries to some extent.

As a subdivision of physical fitness, yoga along with video has been recognized by more and more consumers. Xiong Mingjun, founder and CEO of Wake Yoga, told reporters that at present, the registered users of Wake’s APP exceed 30 million. During the epidemic prevention and control period, the average number of new members is 13,000 per day, and the average daily active users is as high as 560,000, twice as much as usual.

Although the house is resistant to the epidemic, it does not hinder the public from sharing life. Up to now, on Tik Tok App, videos related to the topic of "Traveling at Home" have been played 2.72 billion times, and there are 60,000 related videos. The cumulative broadcast volume of the topic "Cooking" also reached 2.2 billion times, with more than 170,000 related videos. It can be said that short video has developed into an important platform for recording daily and social sharing.

Expand the use function

"Affected by the COVID-19 epidemic, the sales channels of Lushan navel orange are blocked, and it is difficult for fruit farmers to sell their fruits. I hope more e-commerce platforms and channels will help the sales of Lushan navel orange. Here, on behalf of 670,000 Xinning people and 300,000 fruit farmers, I would like to thank all sectors of society for their support and concern!" On the evening of February 27th, a short video of more than 20 seconds was broadcasted in Tencent Microvision. Two days after its launch, this video has reached 1.7 million, and the sales volume of navel orange has reached 71,150 Jin.

The person who appeared in this video is Li Rongwei, deputy secretary of Xinning County Committee of Hunan Province. Affected by the epidemic, the traditional sales channels of Xinning Langshan navel orange were blocked. In order to help local poor fruit farmers tide over the difficulties, Li Rongwei personally recorded a short video to "bring goods" for Langshan navel orange.

Since the outbreak, the sales of agricultural products in many parts of the country have been blocked by logistics and other factors. At the same time, many local governments have innovated their sales channels and turned their attention to the sales channels of online short video live broadcast.

The live broadcast lasted only half an hour, and 300,000 people poured into the live broadcast room to pay attention to and place an order. 50,000 pieces of 300,000 kilograms of pineapples were sold out within two hours. This is the achievement of Wu Kangxiu, the county magistrate of xuwen county, Guangdong Province, who walked into the live broadcast room of Pinduoduo as "the county magistrate’s anchor to help farmers".

When the county magistrate is the anchor, new e-commerce companies set up the stage and farmers play the leading role, it has become one of the important modes for agricultural products to go up during the epidemic. "Because of the live broadcast effect in Pinduoduo, the current purchase price of Xuwen pineapple has risen sharply. At the beginning of the epidemic, it was rotten in Tiantou. Today, when the epidemic resumed, the buyer network directly reached Tiantou, and the price of pineapple rose above the cost price, and farmers’ income turned losses into profits." Li Xiaojun, head of the working group of Xuwen pineapple 12221 network through train, which was set up in response to the epidemic, said happily.

On March 12th, Guangdong Agriculture and Rural Affairs Department and Pinduoduo formally reached a strategic cooperation. In the next three years, every month, the county magistrate will launch a live promotion, and no less than 12 top leaders from Guangdong provinces, cities and counties will enter the live broadcast room of Pinduoduo to help farmers live, so as to help Guangdong’s characteristic agricultural products reach the net and enter the city, and promote the "Xuwen model" throughout the province. "Let the county magistrate become a tester and demonstrator of the short video online celebrity economy and become the source of digital agriculture in Guangdong." The person in charge of the Guangdong Provincial Department of Agriculture and Rural Affairs said.

It is understood that since February 10th, Pinduoduo has begun to explore a new model of "the county magistrate is the anchor and the farmers sell more goods", and has organized many live broadcast activities to help farmers in Zhejiang, Guangdong, Guangxi and Chongqing. Up to now, nearly 1 million Jin of agricultural products have been sold in the "live broadcast room for helping farmers in the city and county".

"Now the whole people are fighting the epidemic, and safety is the first." Han Dongyuan, executive vice president of Pinduoduo New Agricultural and Rural Research Institute, said that the benefits of live broadcast are "what you see is what you get". First, you can build a trust in product quality and even see the production and picking in the fields; The second is to turn the one-way purchase process into a two-way interactive and temperature-sensitive communication process, in which there are many interesting knowledge sharing; Third, the endorsement of the county magistrate greatly increased the appeal to consumers.

Accumulate development advantages

In the past two years, short video is undoubtedly one of the new outlets of Internet products. At the beginning of the birth of short video, its content was mainly based on the sharing of diverse life segments. However, with the development of the industry, the content of short video creation has gradually penetrated into all walks of life.

Especially during the period of Zhai Jia’s anti-epidemic, a lot of life-oriented, professional and tutorial contents were born. For example, short videos of home life skills, tricks, entertainment and games such as scientific experiments in kindergartens, paper-cutting teaching and cooking teaching have shown explosive growth.

At the same time, short videos have also gained a large number of fans. The reporter found that the new users of short videos are basically "silver-haired people", and even some middle-aged and elderly people know that the main source of information about the national and even local epidemic is basically Tik Tok. Coupled with the young people staying at home, they began to teach their parents to play short videos. Under the epidemic situation, it is easier for new users of short videos to popularize and expand for middle-aged and elderly people than in the past, and the speed of achieving full-age coverage has been significantly improved. Aunt Xu, who lives in Ruili Riverside Community, Fengtai District, Beijing, told reporters that her current entertainment time is to watch short videos on mobile phones. "I have all the knowledge of epidemic prevention and many tips for home life. Basically, I can learn it after watching it twice, and I can also buy fruits directly, which is particularly convenient."

Due to the soaring demand of short video users for content consumption, more and more professional video production teams, film and television teams and traditional offline companies have entered the short video platform, resulting in more intense content competition.

At the same time, the rapid growth of short video users inevitably brings some problems. In short video production, users can easily call accompaniment, background music, etc., and then add their own videos to produce new works. The simple way of video production leads to a large number of homogeneous videos, which makes users prone to burnout.

Experts in the industry said that the emergence of short video as a mode of communication is a major change in social cognition and technological empowerment. To understand what the requirements and rules are in the field of communication, the short video platform needs to make continuous efforts to innovate the system and rules, meet new market opportunities and open up a new world with great achievements. (Reporter Ji Leilei)