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Short video is a way of Internet content dissemination.
The quality is uneven,
[25]
Fixing bad short videos can't be done overnight.
[25]
The length of short videos is generally less than 5 minutes, and with the popularity of mobile terminals and the speed of the network, it has gradually gained the favor of major platforms, fans and capital.
[16]
With the emergence of the Internet celebrity economy, the video industry has gradually risen a number of content producers. By 2017, competition in the short video industry had entered a heated stage, and content producers were also biased towards PGC professional operations.
[17]
Short video has gradually become an important carrier and means of communication for Internet users to obtain information, access to services, interaction and cultural entertainment.
[25]
Short video creation competition is increasingly fierce, practitioners innovative content of course. However, relying on color, ugliness, strange, false, vulgar traffic absorption, making fast money is not the right way, exposing the deformed concept of fame and values.
[25]
To make the traffic more quality, the platform is duty-bound.
[25]
The platform needs to strengthen pre-audit, in-process supervision, and strict penalties after the event.
[25]
Adjust the optimization algorithm recommendation mechanism,
[25]
Constantly crack down on short video chaos.
[25]
In 2023, 112,918,700 hours of Internet video programs will be added annually, including 547,4626 hours of short videos. The average Internet user watches about 3 hours of Internet audio-visual programs (including short videos) every day. There are 732 million annual Internet video paying users, and more than 750 million short video uploading users. Other revenue such as short video and webcast reached 428.252 billion yuan, up 33.39% year-on-year.
[28]
- Chinese name
- Short video
- Foreign name
- Instant Music Video
- alias
- Short video
- dominance
- Internet content dissemination mode
On April 10, 2018,
State Administration of Radio and Television
Charge"
Toutiao
"Shut down forever."
Connotation joke
Client software and public number, and asked the company to draw a analogy and comprehensively clean up similar audio-visual program products. In December 2018, according to the 43rd edition of the
Statistical report on Internet development in China
"Shows that the scale of short video users in China reached 648 million, and the user utilization rate was 78.2%.
[1]
In March 2020,
China Internet Network Information Center
Released the 45th"
Statistical report on Internet development in China
The scale of short video users in China is 773 million, accounting for 85.6% of the total Internet users. Be driving...
Rural tourism
In terms of promoting the sale of agricultural products, short videos have played an important positive role.
[2]
October 13, 2020,"
2020 China Network audio-visual development research report
"Published. According to the report, the scale of online audiovisual users exceeded 900 million, and new users mainly came from low-tier cities, of which users in fifth-tier cities increased by 33.6%. Among these users, 15.2% watch short videos, and 7.9% watch movies and TV dramas and variety shows online
Live broadcast
0.7%, online listening /
Internet radio
Accounts for 0.1%. Short videos are second only to
Instant communication
The number of short video users reached 818 million, and nearly 90% of Internet users used short videos. In June 2020, the per capita daily short video usage time of typical subsectors was 110 minutes. The majority of people who upload short videos are post-00s and women.
[3]
On December 15, 2021, China Network Audiovisual Program Service Association released the 2021"
Network short video content review standard rules
".
According to the rules, short video programs must not "show 'rice circle' chaos and unhealthy fan culture," Advocating hype traffic first, deformed aesthetic, fanaticism, fans irrational voice and support, star gossip scandals "" unauthorized cutting, adaptation of movies, TV dramas, network movies and TV dramas and other kinds of audiovisual programs and clips" "enticing the public to participate in virtual currency 'mining', trading, speculation" and other content.
[14]
On March 29, 2023, known as the vane of China's online audiovisual industry,
Research Report on the Development of Internet Audio-Visual in China (2023)
"Released in Chengdu. According to the report, the number of short video users in China has reached 1.012 billion, infiltrating various Internet users. The number of online live broadcast users reached 751 million, becoming the second largest application of online audiovisual.
[19]
As of June 2023, the number of domestic short video users is about 1.026 billion, accounting for 95.20% of the total number of Internet users, and the average daily use time of users is more than 2.5 hours.
[26]
In 2023, 112,918,700 hours of Internet video programs will be added annually, including 547,4626 hours of short videos. The average Internet user watches about 3 hours of Internet audio-visual programs (including short videos) every day. There are 732 million annual Internet video paying users, and more than 750 million short video uploading users. Other revenue such as short video and webcast reached 428.252 billion yuan, up 33.39% year-on-year.
[28]
Short videos are referred to in various
New media
Video content played on the platform, suitable for mobile and short casual viewing, high-frequency push, ranging from a few seconds to a few minutes. The content combines skills sharing, humor, fashion trends, social hot spots, street interviews,
Public welfare education
, advertising creativity, commercial customization and other themes. Due to the short content, it can be a separate piece or a series of columns.
Be different from
Micro film
And live streaming, short video production is not like
Micro film
It also has specific expression forms and team configuration requirements, features such as simple production process, low production threshold and strong participation, and has more communication value than live broadcasting. Ultra-short production cycle and interesting content pose certain challenges to the copywriting and planning skills of short video production teams. Excellent short video production teams usually rely on mature we-media or IP. In addition to high-frequency and stable content output, there are also strong fan channels; The emergence of short videos has been enriched
New media
Forms of native advertising.
A strip of
,
Two watches
It is a short video production team that emerged relatively early in China. Most of its content forms are presented in the form of documentaries, and the content is well produced. Its successful channel operation gives priority to opening the business model of short video realization, which is chased by major capitals.
papi Jiang
,
Memory vest
,
Eckerry
Such network celebrity image has a high degree of recognition on the Internet, and its content production is close to life. The huge fan base and user engagement behind the potential for huge business value.
In order to
Deft hand
As represented, in large quantities
Grass roots
With the help of short video outlet to output funny content on new media, this kind of short video although there is a certain controversy, but in today's fragmented communication also provides netizens with a lot of entertainment talk.
Set brick,
Chen Xiang six thirty
,
Report to the boss
Most of the content produced by the team is biased towards this form of expression, and this kind of video skits are mostly funny and creative, and have a very wide spread on the Internet.
With the increasing popularity of short videos, short videos of skill sharing are also widely spread on the network.
Street interview is also one of the popular forms of short video at present, its production process is simple, strong topic, by the urban young groups love.
Use editing skills and creativity, or make beautiful shock, or funny ghost, some add commentary, commentary and other elements. It is also the case that many advertisers use the new media short video boom to implant new media
Native advertising
One way to choose.
Today's short video, become the worst disaster area of plagiarism. Some high-quality short videos are treated slightly by "porters" and "scissorhands" without permission to become a tool to attract traffic. Short videos of the same content are"
Strike at each other
The repeated appearance on different platforms not only makes the audience wonder, but also annoys the video original authors, which greatly restricts the creation environment of the short video industry. The short board of short video development is worrying. The content creation is homogenized seriously, and the old tricks of playing imitation, showing cute pets and fighting for jokes lack new ideas; Platform only short-term profit, long-term planning is insufficient; Regulation is weak, copyright protection is lacking, and vulgar content and creative copying are rife. In order to seek long-term development, short video platforms must kick off the three "stumbling blocks" of lack of quality content, lack of profitability, and weak regulatory links.
According to a recent survey of 1,974 parents, 92.1 percent of them think it is common for teenagers to indulge in short videos. 70.6% of parents surveyed worry that their children will lose interest in study and life if they are addicted to short videos, and 66.3% worry that their children will imitate bad short video content.
[1]
The parents interviewed were from
First-tier city
33.6% of the total
Second-tier city
In the third - and fourth-tier cities, 17.6 percent, 3.3 percent in counties or towns, and 0.4 percent in rural areas.
[1]
In the first half of 2019, short videos continued to penetrate public life, and the age of users penetrated to both ends, and the age group of 10-19 years old, 50 years old and above increased compared with 2018.
"Short Video User Value Research Report 2019H1" shows that after a busy day of work/study/life, they can only access one form of entertainment ", 40% of Internet users choose short video, more than online video. The average daily watch 10-30 minutes of short video users accounted for 32%, nearly 30% of users more than an hour. Compared with urban users, rural short video users spend longer time, with nearly 70% of users using more than 30 minutes per day, significantly higher than 52% of urban users.
[4]
As of December 2020, the number of short video users in China was 873 million, an increase of 100 million over March 2020, accounting for 88.3% of the total Internet users.
[11]
On August 27, 2021,
China Internet Network Information Center
(
CNNIC
The 48th edition of the publication
Statistical report on Internet development in China
". According to the report, as of June 2021, the number of short video users in China is 888 million, accounting for 87.8 percent of the total Internet users.
[12]
On August 31, 2022, China Internet Network Information Center (CNNIC) released the 50th "China Internet Development Statistics Report" in Beijing, "the report" shows that as of June 2022, the number of short video users in China has increased most significantly, reaching 962 million, an increase of 28.05 million compared with December 2021. It accounts for 91.5% of all Internet users. The number of instant messaging users reached 1.027 billion, an increase of 20.42 million over December 2021, accounting for 97.7% of the total Internet users. The number of online news users reached 788 million, an increase of 16.98 million over December 2021, accounting for 75.0% of the total Internet users. The number of webcast users reached 716 million, an increase of 12.9 million over December 2021, accounting for 68.1% of the total Internet users. The number of online medical users reached 300 million, an increase of 1.96 million over December 2021, accounting for 28.5 percent of the total Internet users
%
[18]
.
2022, China
The market size of the short video field was 292.83 billion, accounting for 40.3%
[20]
.
August 28, 2023, China Internet Network Information Center today released the 52nd "China's Internet Development Statistics Report". According to the report, as of June 2023, the number of short video users reached 1.026 billion, and the user usage rate was 95.2%.
[21]
November 16, 2023 news: The topic of Tiktok test paid short videos on the hot search, the scope of the test is no longer limited to the short drama category, but covers daily, knowledge, entertainment and other video content.
[22]
In March 2024, LinkedIn confirmed to TechCrunch that it was testing a new TikTok-like short video feature.
[27]
Short video shooting
In early April 2018,
State Administration of Radio, Film and Television
And the National Cyberspace Administration have all interviewed
Toutiao
,
Deft hand
The two main people in charge asked "fast hands" and "Volcano video" to suspend the algorithm recommendation function. On April 2nd,
trill
The risk warning system is officially launched, and the video content with potential risks and difficult actions in the station is marked and prompted to prevent users from blindly imitating.
On April 3, 2018,
Deft hand
CEO
Suhua
Published an apology, saying that the rules of community operation will be reformed, and the correct values will run through all the logic of the algorithm recommendation, only in line with the country
Laws and regulations
Follow the society
Public order and good customs
The works can be recommended algorithmically, and promises to give priority to personalized, more in line with the user's interests of positive energy works.
On April 11, 2018,
Toutiao
founder
CEO
Zhang Yiming
The letter of apology detailed some specific rectification measures, including: strengthening party building work, comprehensively correcting flaws in algorithms and machine audits, continuously strengthening manual operations and audits, and expanding the existing 6,000 operational audit team to 10,000. On April 12, Kuaishou launched the "parental control mode" to establish a protection system for minors.
On April 18, 2018, it was reported in the media that"
trill
Public opinion reports on short video platforms suspected of selling fake videos, Beijing
Industrial and commercial bureau
Haidian branch also operates the main body of the platform
Beijing micro broadcast vision technology Co., LTD
Make an appointment. At the interview, the person in charge of the enterprise gave feedback on the investigation, saying that the suspected illegal content of the platform has been deleted and blocked.
[6]
In July 2018, the National Cyberspace Administration jointly
Miit (Ministry of Industry and Information Technology)
,
Ministry of Public Security
,
Ministry of Culture and Tourism
,
State Administration of Radio, Film and Television
,
National "Anti-pornography and illegal Publications" office
Five departments have carried out centralized rectification of the network short video industry and disposed of 19 network short video platforms in accordance with the law. Among them, the bullet-screen community website
Bilibili
(hereinafter referred to as: Station B),
Onion video
Some video websites, including suspended shelves, internal rectification
[7]
.
On November 7, 2018,
National Copyright Administration
Notice, Combat online infringement and piracy"
Jian Net 2018
The special action has achieved positive results. Fifteen key short video platforms removed 570,000 short video works suspected of infringement and piracy, severely cracked down on illegal accounts suspected of infringement and piracy, and took measures such as banning accounts, stopping distribution, deduction of points and banning of words.
[8]
December 21, 2018,"
Xinhua Daily Telegraph
"Published a report entitled" Short video platform lack of necessary reminders of inductive content, mainly young short video users lack of awareness of fraud prevention - deception is often successful, short video platform is becoming a new platform for scammers to trick.
[9]
.
On January 9, 2019,
China Network Audiovisual program Service Association
Publish the
Network short video platform management specifications
"And"
Network short video content review standard rules
". Among them, the former stipulates that the network short video platform should fulfill the copyright protection responsibility; The latter includes 100 review criteria, including whether the title is compliant, whether it involves pornography, whether it is appropriate for minors, and many other aspects.
In 2020, the National Cyberspace Administration decided to carry out a two-month special rectification of the "clear" summer Internet environment for minors from the beginning of July to the end of August.
We will crack down on harmful information involving minors on live streaming and short video platforms.
Key regulation
pedophile
,
Child abuse
And other harmful information about indecent sexual abuse of minors. Strictly crack down on the release and dissemination of minors as the protagonist
large-scale
Photo, private photo video account. Strictly investigate the backstage "real name" authentication system, and strictly prohibit minors from serving as live anchors. Further strengthen the application of the juvenile model and the anti-addiction system, and comprehensively clean up harmful information such as pornography and vulgar, bloody violence, terror and superstition.
[10]
Expert advice
Rectification of problem videos, some short video platforms try to do a combination of prevention and control, attach importance to content audit. Related short video platforms are promoted on the basis of expanding the audit team and improving the audit mechanism
Machine learning
,
Face recognition
The application of other technologies in the content audit process to improve the accuracy and coverage of the audit.
To avoid vulgar popularity, optimization algorithm recommendation can not be ignored. Li Junhui believes that short video platforms should achieve different weights for different categories of content
algorithm
Recommend, let more informative,
Positive energy
Quality content gets higher weight.
Some experts pointed out that vulgar and illegal content needs to be resolutely remedied, and to create a high-quality content ecology, the platform should also be "user thinking" to do fine management, do fine guidance.
Chen Changfeng
Said that vulgar violations are frequent, the responsibility should be borne by multiple parties, and the governance should also be joint efforts. Platforms should shoulder the social responsibility of maintaining cyberspace, and content producers and users should also become an important part of the gatekeeping, so that it can be created
The wind is clear and the air is right
The cyberspace.
Li Junhui suggested that as producers of short video content, users should not exceed the law when uploading video content publicly
Moral bottom line
Nor can it infringe on the legitimate rights and interests of others, and the content of the communication should be positive and avoid vulgarity.
The harm of short video counterfeiting is very large, each has its own kind, but what they have in common is that they transmit a wrong value, and obtain traffic by misleading the public, causing opposition, and even some events affecting social stability, causing social panic. Overdraft the public's trust, and will have a particularly bad identification role, as long as the curious, as long as you can get traffic, the so-called values, justice, moral sense do not need to be considered, so this picture coupled with algorithm recommendation, will become the traffic economy dominated the values.
[26]
(Comments by Zhu Wei, Deputy Director and Researcher of the Research Center for Communication Law, China University of Political Science and Law)
Short videos with poor content orientation, impact on public order and good customs, and even violate the law, must be remedied. If such information is allowed to overflow, people will be frequently deceived, and will become numb to the news events of real people and events. These negative effects will ultimately have to be paid by the whole society, and the victims may be each of us.
[26]
(CNR.cn review)
Rural short video, there is a country taste to have taste. A good short video should not only have good shooting skills and picture effects, but also have good content and cultural connotation.
Relevant departments should improve regulations and systems, regulate and supervise the short video industry, and guide platforms and institutions to take the initiative to assume the main responsibility.
(
Jiangxi Daily
Review)
[23]
8 November 2021, United Kingdom
The Guardian
A lot of content has emerged on the popular short video platform today, and excellent creators have broken the boundaries of the small screen of the mobile phone and extended their short video performances to the TV field.
[13]
On March 16, 2022, Guangxi News Network Nanning News, according to the 49th "China Internet Development Statistics Report" released by CNNIC, as of December 2021, the average weekly online time of Chinese netizens reached 28.5 hours, an increase of 2.3 hours compared with December 2020, of which the number of short video users reached 934 million. The usage rate of short video users reached 90.5%, and more than half of them consumed short videos every day.
[15]
Wechat short drama mini program began to collect deposit
In December 2023, according to surging Financial news, the reporter learned from a number of short play practitioners that the margin payment notice issued by the wechat public platform has been received today. The notice said that according to the "Regulations on the Administration of small program Trading margin", your small program "XX Theater" needs to pay a margin. Wechat public platform reminds that payment needs to be completed before December 17, 2023, otherwise relevant functions may be restricted, including but not limited to limiting small program search. Some practitioners said that the amount of deposit received was 1,000 yuan, and some practitioners said that the amount was 100 yuan. Industry insiders said that such charges are similar to the store deposit of a platform, and the specific amount depends on
GMV
(gross merchandise volume) is different. According to the relevant regulations of Tencent Mini Program, the deposit refers to the funds paid by the developer to ensure that it provides users with quality goods and services. Tencent has the right to deduct the deposit and pay compensation to the user or the relevant right holder in accordance with these regulations, the relevant platform rules or the relevant agreement signed between Tencent and the developer.
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