The development of Wu Xiaobo, a financial writer, has been developed in recent years. The publication of the blue lion is also successfully capitalized in 2014 with the help of the holding of listed companies. However, as the co founder of blue lion, Wang Liuquan, editor in chief, did not want to enjoy the fruits of victory. He chose to leave the company and start his own business.
A year later, an original short video platform — — Instant Video (JKvideo) was launched. This is Wang Liuquan's new venture project, the flagship short video platform for lifestyle and commercial technology.
The 768 Creative Industry Park in Beijing has brought together a number of well known and interesting startups, including know, spring rain doctors, and so on. One of the office buildings is the site of Wang Liuquan and his team.
Why do you choose short video?
Similar to &ldquo, a video &rdquo director, Wang Liuquan also looked up a survey of mobile video in the United States. Through analysis, he found that video traffic has occupied a high proportion of mobile traffic and is still growing at a high speed; from video content, life type short videos are most popular. In this regard, Wang Liuquan judged that with the popularity and Realization of domestic mobile 4G and 5G, the short video market will usher in an outbreak period, which will be one or two years later than the United States.
After determining the direction of the short video, the instant video was officially launched at the end of January 2016, and in the following May, we got nearly 13 million yuan to finance the two institutions of Orient and longitude and latitude.
In addition to lifestyle video content, the team also tried commercial content — — instant commerce. As a result, business data grew faster and the main audience was a 20-40 year old man. The team finally decided to focus more on the creation and operation of business knowledge short videos.
How to create a brand in the short video field?
After shifting the focus of the company to a commercial short video, Wang Liuquan felt more comfortable. Because Wang Liuquan has 10 years of experience in financial and book publishing, he has a deep understanding of business content, and the head of team operation is also a business veteran. This is the gene for immediate commercial success.
From the content point of view, instant business has also tried a variety of styles at the beginning, through the trial and error, feedback comparison, and finally decided to take business figures as a breakthrough point, reading business knowledge. Finally formed the "commercial big man 90 seconds", "big story biography" and other fixed columns. Take the "business man 90 seconds" as an example. This series explains a global business figure and highlights the essence of business figures in 90 seconds. Among them, "husband from the richest man into the lower hill, she cut off long hair, supporting 149 billion rivers and mountains to wait for him to come back" won 40 million of the broadcast volume, widely praised.
From the point of view of the channel, instant business is not only released on the WeChat public platform, but also finalized the strategy of the whole network distribution at the beginning. Today, instant business has become a commercial head account on today's platforms such as headlines, micro-blog, second shot, penguin and UC.
In this year, 500 short videos were created instantly. In the process of mass production, the team gradually became familiar with the logic and rules of the product, and summed up the operation experience of the exploding video.
In 90 seconds, 11 things of business figures are outlined, and the creativity of this content makes instant business stand out. In terms of operation, the immediate commercial team will target the platform according to the characteristics of the platform, so that the video can achieve the best distribution effect. At the same time, the team attaches great importance to audience feedback, the audience's comments as an important source of inspiration, which often surprised the audience, forming a sticky attention. Good content and excellent operation are equally important. Wang Liuquan regards them as the core competitiveness of the team.
The future of short video
From the instant video entry short video to now, two years later, the short video traffic has been very high, practitioners began to pay attention to cash means. Of course, the path is nothing more than platform subsidies, advertising, electricity providers and knowledge payment. At present, the most stable profit of instant video comes from content customization and channel operation of external enterprises.
In the future, there are many blue sea areas in the field of short video. With the arrival of 5G and the introduction of more free mobile traffic packages, Internet users will be consuming more and more video.