Short video is a form of Internet content transmission.The quality is uneven,[25]Rectification of bad short videos is not a work of one day and one night.[25]The duration of short videos is generally within 5 minutes. With the popularization of mobile terminals and the acceleration of the network, short videos have gradually gained the favor of major platforms, fans and capital.[16]
With the emergence of online celebrity economy, the video industry has gradually emerged a group of content producers.In 2017, the competition in the short video industry entered a white hot stage, and content producers also preferred PGC oriented professional operation.[17]Short video has gradually become an important carrier and communication mode for netizens to obtain information, services, interactive exchanges, and cultural entertainment.[25]
The competition of short video creation is increasingly fierce, so it is reasonable for practitioners to innovate content.However, relying on color, ugliness, weirdness, falsehood and vulgarity to attract traffic and make quick money is not the right way, which exposes the deformed outlook on fame and wealth and values.[25]To make traffic more quality, the platform is duty bound.[25]The platform needs to strengthen prior audit, in-process supervision, and strict punishment afterwards.[25]Adjust the optimization algorithm recommendation mechanism,[25]Keep cracking down on short video chaos.[25]
In 2023, 112.9187 million hours of Internet video programs will be added annually, including 547.4626 million hours of short videos.Internet users watch Internet audio-visual programs (including short videos) for about 3 hours every day.The annual paid users of Internet video are 732 million, and the short video upload users exceed 750 million.Other revenues, such as short video and webcast, were 428.252 billion yuan, up 33.39% year on year.[28]
On October 13, 2020《Research Report on the Development of China's Network Audiovisual in 2020》Publish.The report shows that the number of online audio-visual users has exceeded 900 million, and the new users are mainly from lower tier cities, of which the number of users in the fifth tier cities has increased by 33.6%.Among these users, 15.2% watch short videos, and 7.9% watch TV dramas and variety shows onlinelive broadcast0.7%, online reading/Network radioAccounting for 0.1%.Short video became second only toInstant messagingThe second largest network application, the number of short video users reached 818 million, and nearly 90% of Internet users used short video.In June 2020, the average daily use time of short video in typical industry segments is 110 minutes.The main body of uploading short videos is women after 00.[3]
According to the Detailed Rules, short video programs shall not "show the chaos of 'rice circle' and bad fan culture, promote the hype of traffic supremacy, deformed aesthetics, fanatical pursuit of stars, fans' irrational voice and response, star scandal", "cut and adapt various audio-visual programs and clips such as videos, TV dramas, online TV dramas without authorization""Luring and abetting the public to participate in" mining ", trading and speculation" of virtual currency.[14]
On March 29, 2023《Research Report on the Development of Network Audio visual in China (2023)》Released in Chengdu.The report shows that the number of short video users in China has reached 1012 million, which has penetrated into various netizen groups.The number of webcast users reached 751 million, becoming the second largest application of online audio-visual.[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 user uses more than 2.5 hours per day.[26]
In 2023, 112.9187 million hours of Internet video programs will be added annually, including 547.4626 million hours of short videos.Internet users watch Internet audio-visual programs (including short videos) for about 3 hours every day.The annual paid users of Internet video are 732 million, and the short video upload users exceed 750 million.Other revenues, such as short video and webcast, were 428.252 billion yuan, up 33.39% year on year.[28]
definition
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Short video refers tonew mediaHigh frequency push video content played on the platform, suitable for watching in the mobile state and short-term leisure state, varies from a few seconds to a few minutes.The content integrates skill sharing, humor, fashion trends, social hot spots, street interviewsPublic welfare education, advertising creativity, commercial customization and other topics.Due to its short content, it can be made into a single film or a series of columns.
main features
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differMicrofilmShort video production is not like live broadcastMicrofilmIt also has specific expression forms and team configuration requirements, simple production process, low production threshold, strong participation and other characteristics, and is more valuable than live broadcast. The ultra short production cycle and interesting content have certain challenges to the short video production team's copywriting and planning skills,Excellent short video production teams usually rely on mature We Media or IP. In addition to high frequency and stable content output, they also have strong fan channels;The emergence of short videos has enrichednew mediaThe form of original advertisement.
type
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Short documentary
One、the second watch of the nightIt is a relatively early short video production team in China. Most of its content forms are presented in the form of documentaries, and its content production is excellent. Its successful channel operation has given priority to opening the business model of short video realization, which has been pursued by major capitals.
Internet celebrity IP type
Papi sauce、Memory vest、AchriSuch popular images have high recognition on the Internet, and their content production is close to life.The huge fan base and user stickiness are potentially of great commercial value.
Grassroots spoof type
withQuick handOn behalf of, a large number ofGrass rootWith the help of short video outlets, funny content is output on new media. Although this kind of short video is controversial, it also provides a lot of entertainment for netizens today when it is fragmented.
Sitcom
Routine brick houseChen Xiang 6:30、Report to the boss, I never expected that most of the content produced by such teams would prefer this form of expression. This kind of short video series is mainly funny and creative, and has been widely spread on the Internet.
Skill sharing
With the increasing popularity of short videos, skill sharing short videos are also widely spread on the network.
Street interview type
Street interview is also one of the popular forms of short videos at present. Its production process is simple and topical, which is popular with young urban groups.
Creative Editing
Using editing techniques and creativity, some of them are exquisite and shocking, some of them are funny, and some of them add elements such as commentary and comments.Many advertisers also use the upsurge of new media short videos to implant new mediaNative advertising One way to choose.
Development status
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Nowadays, short videos have become a disaster area of plagiarism.Some high-quality short videos have been slightly processed by "porters" and "scissors hands" without permission and become tools to attract traffic.Short videos of the same content are“break off both ends”The repeated appearance on different platforms not only puzzles the audience, but also annoys the original video authors, which greatly restricts the creation environment of the short video industry.The development of short video is worrying.The homogenization of content creation is serious, and the old tricks of imitating, showing off and playing funny are lacking in new ideas;The platform only pays attention to short-term profits and lacks long-term planning;Poor supervision, absence of copyright protection, and plagiarism of vulgar content and creativity are popular.In order to seek long-term development, short video platforms must get rid of three "stumbling blocks": lack of high-quality content, insufficient profitability, and weak regulatory links.
Recently, a survey of 1974 interviewed parents showed that 92.1% of the interviewed parents felt that teenagers were addicted to short videos.70.6% of the surveyed parents worry that their children will not be interested in learning and life if they indulge in short videos, and 66.3% of the surveyed parents worry that their children will imitate bad short video content.[1]
Among the interviewed parents, fromfirst-tier cities33.6%,second-tier cities45.0%, 17.6% in third and fourth tier cities, 3.3% in counties or towns, and 0.4% in rural areas.[1]
In the first half of 2019, short videos continued to penetrate into public life, and users aged 10-19, 50 and above reached both ends.
According to the Research Report on Short Video User Value 2019H1, 40% of Internet users choose short videos, more than online videos, when they can only access one form of entertainment after a busy day of work/study/life.32% of users watch short videos for 10-30 minutes on average every day, and nearly 30% of users watch short videos for more than one hour.Compared with urban users, rural short video users have a longer usage time, and the average daily usage time of more than 30 minutes is close to 70%, significantly higher than 52% of urban users.[4]
By December 2020, the number of short video users in China had reached 873 million, an increase of 100 million over March 2020, accounting for 88.3% of the total Internet users.[11]
On August 31, 2022, the China Internet Network Information Center (CNNIC) released the 50th Statistical Report on the Development of China's Internet Network in Beijing. The report shows that as of June 2022, the number of short video users in China has grown most significantly, reaching 962 million, 28.05 million more than that in December 2021, accounting for 91.5% of the total 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 number of 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 netizens.The number of online medical users reached 300 million, an increase of 1.96 million over December 2021, accounting for 28.5% of the total Internet users%[18]。
2022, ChinaThe market size of short video is 292.83 billion, accounting for 40.3%[20]。
On August 28, 2023, the China Internet Network Information Center today released its 52nd Statistical Report on the Development of Internet in China.The Report shows that by June 2023, the number of short video users has reached 1.026 billion, with a user utilization rate of 95.2%.[21]
On November 16, 2023, news: The topic of paid short videos for dithering test is on the hot search. The scope of this test is no longer limited to short dramas, but covers daily, knowledge, entertainment and other video content.[22]
In March 2024, LinkedIn, a workplace social networking platform, confirmed that the company was testing a new short video function similar to TikTok.[27]
supervise
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Short video capture
In July 2017, the national public information network security supervision regulations prohibited tattoos, pornography, vulgarity, violenceAbout shelfAnd other bad behaviors.Special rectification work will be carried out to strengthen the standardized management of the webcast platform.[5]
At the beginning of April 2018,SARFTNational Cyberspace Office has interviewedToday's headlines、Quick handThe two main principals asked "Fast Hand" and "Volcano Video" to suspend the algorithm recommendation function.On April 2,DitheringThe risk prompt system was officially launched to mark and prompt the video content with potential risks and difficult actions in the station to prevent users from blindly imitating.
On April 3, 2018,Quick handCEOSuhuaAn article apologized, saying that it would reorganize the operation rules of the community and put correct values into all the logic recommended by the algorithmlaws and regulationsFollow the societypublic policy Only works that are more personalized and more in line with users' interests can be recommended.
On April 11, 2018,Today's headlinesfounder、CEOZhang YimingThe letter of apology was issued, and some specific rectification measures were listed in detail, including: strengthening the party building work, comprehensively correcting the defects of algorithm and machine audit, constantly strengthening manual operation and audit, and expanding the existing 6000 person operation audit team to 10000 people.On April 12, the "parental control model" was launched quickly to establish a juvenile protection system.
On April 18, 2018, according to media reports“Dithering”Public opinion report on short video platform suspected of publishing fake videos, BeijingAdministration for Industry and CommerceHaidian Branch also provides the platform business entityBeijing Weibo Vision Technology Co., LtdConduct interviews.At the interview, the person in charge of the enterprise fed back the investigation and said that the suspected violations of the platform had been deleted and banned.[6]
On November 7, 2018,State Copyright BureauAnnounce and crack down on network infringement and piracy“Jianwang 2018”The special action achieved positive results.Fifteen key short video platforms removed 570000 short video works suspected of infringement and piracy from the shelves, severely cracked down on illegal accounts suspected of infringement and piracy, and took measures such as blocking accounts, stopping distribution, and withholding points.[8]
On December 21, 2018《Xinhua daily telegraph 》Published a report entitled "Short video platform lacks necessary reminders of inductive content, and short video users, mainly young people, lack awareness of fraud prevention - the short video platform is becoming a new platform for cheats[9]。
In 2020, the National Cyberspace Office decided to carry out a two month special renovation of the "Qinglang" minors' summer network environment from the beginning of July to the end of August.We will severely crack down on harmful information related to minors on live broadcast and short video website platforms.Key rectificationPedophile、child abuseSuch harmful information as indecent sexual assault on minors.We will crack down on the release and dissemination of media featuring minorslarge scaleAccount of photo, private photo and video.Strictly check the background "real name" certification system, and prohibit minors from acting as anchors to broadcast live online.Further strengthen the application of juvenile mode and anti addiction system, and comprehensively clean up harmful information such as pornographic, vulgar, bloody violence, and terrorist superstition.[10]
Platform responsibility
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Expert advice
Some short video platforms try to combine prevention and treatment and attach importance to content audit.Relevant short video platforms promote the development ofmachine learning、Face recognitionAnd other technologies in the content audit process to improve audit accuracy and coverage.
To avoid vulgarity and popularity, optimization algorithm recommendation cannot be ignored.Li Junhui believes that short video platforms should give different weights to different categories of contentalgorithmRecommend, let more knowledgepositive energy's high-quality content gets higher weight.
Some experts pointed out that vulgar and illegal content needs to be resolutely punished, and to create a high-quality content ecology, the platform should also be well managed and guided by "user thinking".Chen ChangfengHe said that the responsibility for the frequent occurrence of vulgar and illegal videos should be borne by many parties, and their governance should also be a joint effort of many parties.The platform should shoulder the social responsibility of maintaining cyberspace, and content producers and users should also become an important part of the gatekeeper, so that it is possible to createclean and righteous's cyberspace.
Li Junhui suggested that as a producer of short video content, when users upload video content publicly, they should not go beyond the law andMoral bottom lineThey should also not infringe upon the legitimate rights and interests of others, and should make the content of communication positive and avoid vulgarity.
Social evaluation
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Short video fraud is very harmful and has its own characteristics, but their common point is that they transmit a wrong value, and obtain traffic by misleading the public, causing confrontation, and even some events that affect social stability, causing social panic.Overdraft the trust of the public, and it will have a particularly bad identification role. As long as you are willing to hunt for novelty and can obtain traffic, the so-called values, justice and moral sense need not be considered, so this swing, together with algorithm recommendation, will become the flow economy dominated values.[26](Comments by Zhu Wei, Deputy Director and Researcher of Communication Law Research Center of China University of Political Science and Law)
Short videos with poor content orientation, which impact public order and good customs, or even violate laws and regulations, must be rectified.If such information is allowed to spread, people will be cheated frequently, and will become numb and ignore the news events of real people and events.These negative impacts will ultimately be paid by the whole society, and each of us may suffer.[26](Reviewed by www.cngp.com)
Rural short videos should have local flavor and 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 laws and regulations, regulate and supervise the short video industry, and guide platforms and institutions to take the initiative to assume the main responsibility.（jiangxi daily Comment)[23]
Related reports
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November 8, 2021, UK《The Guardian》According to the comment, many content has emerged on the popular short video platform. Excellent creators have broken the boundaries of small mobile screens and extended their short video performances to the television field.[13]
On March 16, 2022, Guangxi News Network Nanning reported that according to the 49th Statistical Report on the Development of Internet in China released by CNNIC, as of December 2021, the per capita online time of Internet users in China had reached 28.5 hours per week, 2.3 hours more than that in December 2020, of which 934 million were short video users and 90.5% were short video users,More than half of the people brush short videos every day.[15]
WeChat short drama applet starts to collect deposit
In December 2023, according to the report of Pengpai Financial News, the reporter learned from many short drama practitioners that today we have received the notice of deposit payment issued by the WeChat public platform.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 the payment must be completed before December 17, 2023, otherwise relevant functions may be restricted, including but not limited to the restrictions on applet search.Some practitioners said that the amount of deposit received was 1000 yuan, while others 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 is based onGMV(total merchandise transactions).According to the relevant provisions of Tencent's applet, the security deposit refers to the funds paid by developers to ensure that they provide users with quality goods and services. According to these provisions, relevant platform rules or relevant agreements signed between Tencent and developers, Tencent has the right to deduct the security deposit and pay compensation to users or relevant obligees.[24]
