In this short video field of eco-war is becoming increasingly fierce.
No. September 23, announced the new photosynthetic deft creators of the General Assembly launched the "gourmet plan" and cast a wide net photosynthetic creation of the first session of the General Assembly, this time the deft focused its attention in the field of food vertical category.
As one of the mainstream of short video platform, deft large-scale users, differences are significant, highlighting the needs of vertical type of content. The deft select cuisine to re-launch as the first section, you can see the importance it attached gourmet type of content.
Well, this new "gourmet plan" to give exactly what brought deft, deft content on the platform covered so broad, ultimately selected Why is food, deft big move in terms of content creation and it can change the past vibrato competition the disadvantage situation when it?
Deft focus food content creation, optimization and focus area
Deft this "gourmet Plan" includes three main areas, first premium content, has the potential explosion models as well as the creator of the topic of boosting activities, such as publishing works and creators @ deft food, if the work perception and comprehensive data better, have the opportunity to get traffic to support premium content, to help them grow.
Secondly, deft creators service platform at the line, the author can clearly see the multiple dimensions visually fans property, work data, audience analysis and other data, which can better optimize the content based on the feedback data.
In addition, deft will also provide exclusive gourmet operating services, to solve the problem by handling the content gourmet authentication and originality protection, etc., to provide comprehensive diagnostic and butler service and creative guidance for the slow growth of the account with "1v1 service."
According to official data showed deft, gourmet powder has become one of the fastest growing areas deft up. In just the past two months, fans on the platform deft creators monthly growth in the number of food more than 200,000 up to 200 people. First three quarters of 2019, down deft class cuisine cumulative release video 600 million, total access to praise the commentary over 20 billion, over 80 billion hours long when the accumulated playback. Food now has become all the content in the content area deft traffic ranked second.
So launch quickly "gourmet plan" to meet the needs of both the user and the platform. It can help users see a short video with better quality food, can also help optimize content platform in key areas to enhance the quality of the content of the entire platform, after all, is the basis of short video content platform to survive and develop, the platform into the creative side of content will essential.
And now a short video class cuisine is still in a state of demand is greater than supply, the scarcity of high-quality content, content needs of many users have not been fully met, there are many opportunities for creators harvest traffic, gather fans, deft of this program is in line with market needs.
Short video content rich and diverse, why deft but why would select the food field ?
As one of the largest deft short video platform, content rich and diverse, wide range covered. Why is that deft picks up food field? And food is one of the best section of its current development. If deft have the energy, then, should not vulnerable to increase investment in content areas, promote the balanced development of the whole platform content of it?
Deft platform so big, of course, will not do meaningless things, choose the field of food, because of course there is the development of space and value of food field.
( 1 ) Food class short video wide audience, a huge market, there may be room to explore
According QuestMobile released a short video industry 2019 half year report shows that food class in second place after Gao Xiaolei short video content users consume. It can be seen, not just in deft, short video on other platforms, user cuisine is one of the most popular content.
Food is food for everyone will have a natural temptation, food culture and natural to have one kind of accessibility, its audience is very extensive, largely unaffected circle restrictions, which is why food short video the traffic is always ahead of the most important reasons other areas of content.
It was found that the food category deft short video market is far from saturation, user demand has not been fully met, where there is still much room for development, sustained only continue to increase investment in the food category content.
( 2 ) short video production class cuisine small difficulty, easier to stimulate grassroots creator's creative interest, output quality content
Such as deft short video platform, content creators are mostly common roots, we have not received professional training in the early stages of content creation, often a person alone. For these common content creators, the low threshold creative dishes like short video is also easy to get started, requirements in terms of shooting skills, such as copy creation is not high. When they first entered the field of short video, most people will be the preferred food areas.
最重要的是，这些没有接受过专业训练的草根创作者，是快手最主要的内容来源。所以快手推出“美食家计划”，就是为了激发出这些草根创作者的创作兴趣，在他们的创作初期给予扶持，帮助他们产出优质内容，最终反哺平台。
（3）美食类短视频虽然受追捧，但目前的变现能力不强
虽然美食类短视频在各大主流短视频平台上都受到了追捧，但是流量高，并不意味着它的变现能力强。快手的美食领域现在总体来说，变现能力并不强。
以快手为例，公开信息显示，快手2018年营收在两百亿出头，直播占了90%，广告以及其他电商业务等占10%。对于快手来说，电商带货是它未来有发展潜力的最重要的盈利渠道之一。既然美食类短视频现在坐拥如此大的流量，那就应该把这些流量给利用起来，利用这些美食领域红人的粉丝效应，扩大它的变现能力。
所以想要扩大美食领域的变现能力，获得收益，最重要的就是要优化美食短视频的质量，培养出更多的红人，快手“美食家计划”的作用不正是这样吗？这也是快手发展它的电商带货能力的重要一步。
快手曾经领先于抖音，后来因为内容原因被抖音反超，如今还有可能逆袭吗？
在短视频平台发展初期，快手是远远领先于抖音的。但后来快手深受内容问题困扰，一度处于社会舆论风暴中难以脱身，陷入发展困局。与此同时，抖音快速崛起，抢占了快手大量市场份额。
公开信息显示，快手于2012年11月上线，至今已经将近7年，抖音是在2016年9月上线的。截止至今年3月，抖音日活超过快手3400万。今年7月，抖音日活破3.2亿，而快手刚过2亿，抖音已然对快手形成压制。所以面对抖音的压制，快手还有可能逆袭成功吗？
1.抓住下沉市场，抢占市场红利
快手和抖音主要的区别之一就是它们主要用户群体的不同。抖音的用户主要集中在一二线城市，而快手的用户则集中在三四线城市。与抖音一二线城市市场饱和的状况相比，快手下沉市场的可挖掘空间更大。所以快手在逐渐往一二线城市靠近的时候，要始终记得保持自己在三四线城市的优势地位，牢牢抓住这个还存在着庞大挖掘潜力的宝贵市场。
2.加强内容监管，扶持优质内容创作
快手已经在平台内容质量的维护和监管上摔过一个大跟头了。所以快手要吸取经验教训，继续加强对平台内容及红人的监管。除了监管之外，更重要的是优质内容的培育，因为这是吸引并留住用户最关键的因素。
在这个“内容为王”的时代，只有不断提高平台整体的内容质量，消除不良风气，快手才有长久发展下去的可能，才会有和他人竞争的资本。
（3）注重红人培育，挖掘私域流量价值
快手虽然在用户数量上被抖音压制了，不过快手也拥有抖音不可比拟的优势，快手用户的黏性高。抖音一直以来都是维持一种中心化的推荐机制，由算法分发视频。而快手是去中心化的分配方式，它先会把视频推荐给关注和同城，在这两者这里获得了一定的认可度时，就会给它一定的推荐到首页的机会。
快手更像是一个熟人社区，一部分是自己的同城好友，一份是自己的粉丝老铁。用户沉淀下来之后，留存率很高。而且快手的很多用户，都是跟着播主走的，播主走了，粉丝就离开了。
所以快手要注重红人的培育，利用主播和粉丝之间这种互称老铁的社交关系链，紧紧抓住这一部分粉丝。同时利用培育出来的红人的粉圈效应，吸引更多的粉丝进入平台。
随着人口红利的逐步消失，快手和抖音获取新用户的成本也会不断提高，它们之间的竞争也会更加激烈。至于快手和抖音，谁能笑到最后，现在还无法下定论。它们之间的竞争，归根究底，始终是内容的竞争。如果快手未来能在内容上取胜于抖音，紧抓住下沉市场，未必就没有成功翻盘的可能。
而对于用户来说，只要快手和抖音能一直保持良性竞争，那他们就是这场竞争中最大的受益者。因为在激烈的竞争之下，用户能享受到的产品只会越来越好，越来也完美。
文 |小谦，互联网观察员，数十家科技媒体专栏作者，转载请注明版权
