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monira khan
30 juil. 2022
In Discussions générales
First of all, from the perspective of content, users in the circle of friends are less patient with video content. Moments include both graphic content and video content. Video can provide more visual stimulation, and graphic information can transmit information more efficiently than video, and transmit more information in the same time, so users only need a short browsing time for most graphic information. However, under the background that the overall content of the Moments is graphic and textual information, the overall user's browsing rhythm is country email list relatively fast, and users have less patience for the videos that appear in them. Therefore, it is speculated that the video completion rate in the Moments should be relatively limited (to be verified). ). In addition, it is precisely for this reason that the circle of friends needs to limit the duration of video playback (30s), and excessively long videos will further reduce the user experience. Secondly, in terms of visual interaction, the visual way of presenting multiple contents in a single column in Moments is also unfriendly to videos. Compared with the large-screen immersive visual method that shakes quickly, the multi-content presentation method of the Moments easily induces users to separate the content that focuses on the top and bottom, (especially the graphic content that has been viewed halfway), thereby reducing the interest in the current video . Finally, from the point of view of the social relations of the Moments itself, the Moments include relatives, friends, colleagues and customers from near to far social relations, so the content published in the Moments is often regarded as a daily life in addition to sharing. It is a personal business card. When users publish content, users often consider users who have swiped to the circle of friends, thus prudently considering publishing content due to social pressure. Compared with graphic content, video has higher requirements for content and production methods, which also raises the threshold for users to publish videos. Second, the short video industry continues to grow and faces the threat of headline traffic. Games and videos are the two most mature sectors in the social entertainment field. As a leader in the social field, it is naturally impossible for Tencent to be absent from the short video field. Since the establishment of Weishi in 2013, Tencent has invested a lot of resources into it, but its performance has not been outstanding, and it is difficult to compete with Kuaishou and Douyin. . According to QM's June 2021 data, Douyin and Kuaishou occupy the vast majority of the short video field, with head effect and network effect, making other players in the short video field face increasingly powerful users/video producers. Save the pressure. On the other hand, the short video field still maintains steady growth. According to Jiguang’s data, short video ranks among the best in the daily usage time of apps per capita among netizens, accounting for 29.6%. At the same time, it further widens the gap with instant messaging. Although the growth rate of short video more active users has slowed down, the overall scale has reached 800 million, which is a huge market that Tencent cannot let go.
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monira khan

monira khan

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