Which is the lowest threshold for video and text creation?
From a hands-on point of view, the difficulty of shooting videos is lower. The videos posted by our parents at home and in the circle of friends are examples. It is easy to take a video when you go to a scenic spot or go to a party. There is no psychological burden.
However, writing text is difficult. I often tell people that writing a 500-word fluent essay is actually very difficult for most people. If you can compile a 200-word essay in your circle of friends and make one thing clear, the number of such people is also in China. It's hundreds of thousands. 1.4 billion people, hundreds of thousands, this is a ratio of one in a thousand.
Therefore, if only from the perspective of the threshold of getting started, it is obvious that video is easier than text. This is why Kuaishou Douyin can obtain massive uploads so quickly. It is stated in the prospectus that Kuaishou just issued in the first half of this year. There are 126 million creators, and an average of more than 1.1 billion short videos are uploaded every month. After calculation, Kuaishou creators upload 9 short videos on Kuaishou on average every month, posting one in three to four days on average.
However, the threshold is just getting started.
For continuous creation, it does seem that the threshold for text is high, but this relatively high threshold also forms the ability to screen. Therefore, after the threshold is passed, the subsequent continuous creation will be relatively more secure, and it is not difficult for those who meet. Therefore, the WeChat official account is like this. It has been more than 8 years, and a total of 30 to 40 million registrations have been opened. If a person or organization has not done a certain continuous creative self-assessment, how can a person or organization open a registration? ? (Of course, the proportion of subsequent abandonment is still very large)
It’s easy to get started with a video, and you can shoot it with your phone, but it’s actually very difficult to shoot and cut it well, and it’s quite expensive, and generally requires teamwork. It has low barriers to entry and difficult continuous operations. In the past two years, due to the prosperity of Douyin, many short video MCNs have been released. However, if you look at the overall financial situation and average profit margin level, they are actually far less than the graphic public account team that is also at the head. The main reason is that continuous operating costs are too high. (Of course, another important reason is related to the strong control of traffic by Douyin).
Insert a sentence. Shake Kuai, especially Kuaishou, has actually completed a particularly important psychological construction, that is, "Can the video be published like this?"
Of course, we can also call those videos the original ecology. Perhaps in the eyes of some PGC content creators, those videos taken by parents with their mobile phones are very bad in terms of lens operation and image quality, but it is This low-threshold psychological hint has encouraged more people to join in. The same goes for the uncles who are shaking their heads in front of the video camera with big faces now.
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