2020 is a year full of changes, especially for the highly active and user-connected content industry.
With the emergence of short video incubation, IP drama remakes, and interactive drama models, content platforms continue to update content on a monthly basis, and are constantly looking for user excitement in an environment where content is too saturated. It is worth mentioning that in this process, product content quality gradually plays an important role, and the integration of "content + technology" affects the quality of the content industry.
It is precisely because of this that the first half of 2020 has become a very worthy time for resumption. After the resumption, we will find a series of complicated but well-regulated trends that can help companies find potential causes of failure, and also Become a key point for companies to build super products.
The first change in 2020: industry-given content
When we watch a video on a certain video platform, we will find that there is an extra button on the left. After trying a few times, we know that it is a button that recognizes the screen information. Just click to know who is in the screen and what products are available. Order directly to buy.
Recognizing images is not a new technology. A video website in the PC era has made similar attempts. The only difference is that it is placed on the mobile terminal, and the general technology is presented to users, content and content. Things to connect. In recent years, whether it is the rise of live broadcasts or the popularity of e-commerce products, it has proved to some extent that users are no longer satisfied with simply watching content.
How to improve the quality of content is the key to a company's creation of super products. Before that, we must be clear about the main functions of content? In the past, the answer was fixed, that is, to complete information transmission, help everyone to obtain effective information, and achieve the purpose of learning, cognition, and judgment...
With the diversification of user needs, the expression of content has gradually enriched. After entering the era of social networks, more and more content has begun to get rid of the role of "transmitting information" and become fast-moving consumer goods for users to pass the time and relieve stress. This means that the content industry has gained a larger audience and has more opportunities to activate a larger market.
But the biggest problem facing the content industry lies in the serious homogeneity of content and the problems of mass production. To improve the quality of content means that a certain amount of creative cost will be increased. What kind of content carrier and what kind of content is suitable for the content of creative cost? What elements are combined together to be played on a platform that can be loved by users? These problems will cause huge differences in the effect of content dissemination.
To create a super product, the content must appear in front of users in a more flexible way. Every new pain point means an opportunity. Once, the content carrier is richer, the technology is integrated to make the content more comprehensive, and the industry is emphasized. Actively empower, thus creating the birth of super products.
In the past "one-way output" content era, the TV shopping scene became the only effective way of information transmission. The anchor broadcasted orally, supplemented additional information, displayed the product in front of the TV, and required users to perform corresponding supporting actions to take effect. (For example, let the user make a call to complete the corresponding call)
From the perspective of creating super products, this approach can easily cause a lot of information interference, resulting in poor content effects. On the other hand, because the use path is too long, participation becomes a high-cost behavior, which leads to conversion The rate is reduced.
In other words, today's content industry needs to think from the perspective of users in the future in order to promote the completion of more effective content dissemination.
The second change in 2020: from passive to active
For a long time in the past, the content industry has maintained a fixed structure of creator output and user acceptance. The biggest change after 2020 is that this structure is broken. This is due to content creators gradually turning their goals Technological innovation, the use of technology to make content more changeable, so that users are no longer fixed in the state of being output, but get more ways to participate in content.
Remember that Bilibili’s barrage culture is a good technical method that not only helps users better participate in the content, but also transforms users into content producers, and even becomes the core force of content. Therefore, Bilibili is a super product.
The final experience of the content is determined by the user's personal accumulation, hobbies, and emotions, which gives more possibilities for content creation.
It is worth mentioning that content creation not only redefines the production model of the industry. The interaction between users and content has been pushed to a new dimension.
Not only that, the content contains everything and is more routine. For example, a comic can be adapted into a mobile game, and social marketing is part of the company’s creation of super products. It is a promotion strategy that conforms to the methodology of super product strategy, but with the content industry Value is constantly being tapped, and the value brought to users is getting higher and higher. Therefore, we will find that content is increasingly unable to survive in the content ecology as an individual.
to sum up
The third change in the content industry in 2020: new trends in the content industry
In the process of creating super products, content creation methods will become more and more flexible and faster. The use of technology + content to bring high value to users is the cognition of trends in many content industries. You must know that the normality of any industry lies in the What changes is the change itself. Only by constantly adapting to changes can companies have the most important survival skills in the industry.