The analysis of marketing models of short video content markets

Abstract

Recently, the user scale of the short video industry has shown a steady growth trend, which benefits from the current steady development of the mobile Internet environment and the steady increase in the number of video users. For the short video industry, large-scale mobile video users are the foundation of the short video platform. At present, users in the short video industry are mainly distributed in platforms such as video websites, social platforms, and short video apps. The user scale of short video apps has initially shown a trend of "two levels of differentiation" between entertainment and information. Taking the data compiled by the ByteDance Arithmetic Center from January 2015 to December 2020 as an example, the average daily active users of typical entertainment short video apps Meipai and Kuaishou are basically less than 60 million, while Tik Tok and others monthly daily active number of big information short video apps showed a steady growth trend. The steady development of the mobile Internet has brought a large number of stable users to the mobile video industry. In the field of short video, various short video platforms have emerged many competitors competing for users. In addition to short video apps, social platforms on traditional video websites have also developed short video functions to share the market pie with short video APP practitioners. Specifically in the short video APP industry, there has not yet been a stable user volume in the entertainment short video APP. Many competitors have encountered bottlenecks in the issue of user loyalty. This research will analyze the short video marketing model and give corresponding suggestions