With your fingertips swiping through the exquisite oil paintings, and then carefully browsing the explanation text below the pictures, the art works that were difficult to reach in the past have instantly gained fresh vitality, although they are through a small mobile phone screen, they are It’s like being in an exhibition.

This is the charm of the Douyin account “Lao Zhao Watching Art”.

Zhao Hengyi is the creator of this account. He graduated from a foreign art school with a master’s degree. Now he is an art education practitioner and a sharer of art exhibitions and art works.

As early as when he was studying abroad, Zhao Hengyi served as a tour guide for the China area at the Boston Museum of Fine Arts in the United States. At that time, he was deeply impressed: “Watching exhibitions abroad is as common as shopping for food.” In China, Although the public’s demand for aesthetics is increasing day by day, people still subconsciously believe that reading and understanding works of art often requires a lot of objective conditions.

“Since ordinary people think that there are some barriers to cognition of art, then I will be the translator of this art work.” With this original intention, Zhao Hengyi opened an account on Douyin dedicated to explaining art works and leading the audience to watch the exhibition online. , in the comment area, he once said that he “hopes to restore the feeling of one ten thousandth of the scene.”

In addition to the traditional short video works, Zhao Hengyi has recently begun to try a new content form – Douyin graphic, picture + text form has still received a lot of likes. Today, this account has accumulated 158,000 fans. 2.048 million likes.

 

 

Through Zhao Hengyi’s story, it is not difficult to find that the Douyin platform actually has a huge value space in terms of new content forms and themes.

In fact, as Douyin’s daily activities exceed 600 million, the content and services it carries are also more diverse. More and more content like art, knowledge, and traditional culture are emerging on Douyin, and content-based consumer services such as live e-commerce, content monetization, and local life are gradually forming a complete link.

Today, it is out of date to use a “short video” label to roughly define Douyin.

 

01Continuously widening “content boundaries”

 

 

“Did we underestimate Douyin?”

At the just-concluded creator conference, Zhi Ying, vice president of Douyin, shared a confusion that the team encountered in the early days of Douyin.

When Douyin was first established, it became popular among young people by virtue of its short and smooth content such as lip-synching and technical flow, but the threshold for creation was relatively high. Until 2017, an explosive video suddenly appeared on the platform: “In the video, the rain was very heavy, and the water from the sewer kept the manhole covers on the road up, and the ups and downs were very rhythmic.”

This video is almost not difficult to make, but it caused a discussion within Douyin: “Is the previous content format and style too limited?” “The expression of life-like records is actually very good.”

 

In the years after this discussion, Douyin gradually began to spread and expand around the content theme.

In 2017, Douyin got out of the limitation of short music videos and began to try more life-like content expression; in 2018, with the unexpected popularity of short videos in Xi’an, Douyin began to try to use short videos for urban publicity, texts, etc. Travel promotion; in 2020, under the cover of the epidemic, Douyin began to explore live broadcast delivery…

While the content coverage is becoming more and more extensive, the content form carried on the Douyin platform is also evolving step by step.

From lip-synch videos of only 15 seconds to medium-to-long videos of 1 minute, 5 minutes or even longer, from short videos to innovative content such as live broadcasts, short dramas, variety shows, concerts, etc., Douyin has absorbed a lot of ” New Content” and “New Partners”.

If we want to talk about the focus of Douyin this year, we must count the new genre of graphic and text.

Douyin Graphics was born in June 2021. The content is presented in the form of “picture + copywriting + background music”, and the graphic content also supports display locations and product links.

In August this year, Douyin launched a graphic partner program to help high-quality graphic creators match more accurate audiences, and provide traffic support and operational services.

 

 

According to Sun Yumeng, the creator of Douyin, in order to make graphic and text creation more convenient and efficient, Douyin has also launched an independent submission entry for graphic and text, and optimized functions such as graphic, text, picture, and text editing. The wake-up app provides advanced functions for image and text creation.

At the same time, Douyin is also developing rapidly in the fields of medium and long videos, short dramas, and life services.

Taking China Video as an example, as a natural and high-quality carrier for the transmission of knowledge and culture, the medium and long video has been valued by the Douyin platform a long time ago. In 2020, Douyin released “DOU Knowing Plan 2.0”, which opened 5-minute content permissions for popular science content for the first time. In June 2021, Douyin and Xigua Video jointly launched the “China Video Partner Program” to provide creative support for China Video creators, and many creators have benefited from it. Among them, creators with a monthly income of over 10,000 have reached 17,000. The per capita income of 900,000 creators increased by 3.5 times.

In the future, Douyin will gradually open up video permissions for more than 30 minutes, increase the maximum upload file to 64G, and support uploading 120-frame 4K video.

 

02The form serves the ecology

 

 

From short videos to live broadcasts, to medium videos, e-commerce, to graphics and texts, and short dramas, the underlying logic of Douyin’s continuous expansion of content forms is: when the visual expression of information becomes the norm, more diverse scenarios require visual content When it comes to assist expression, the new scene will naturally call for new content forms to serve it. 

“Graphics and texts are more like precise slices of art and life,” Zhao Hengyi, who tried for a while at the just-concluded Douyin Creators Conference, expressed his understanding of Douyin’s pictures and texts, “We are used to digitizing content There are repeated horizontal jumps in the ecology, and the pictures and texts are like these wonderful moments frozen in a glimpse. Although the comparison video has done information subtraction, it is more likely to resonate and not be disturbed by other information.”

With the rise of short videos, people once thought that the graphic content had “finished”, but in some sub-scenarios, the presentation of graphic and text still has its own advantages.

 

• First, the presentation of graphic and text information is simpler and more direct, and the viewing efficiency is high. Users can freely swipe and decide how long to stay on each page.
• Second, after the static image and text are saved, the user can easily find the required information when watching it again, while the video needs to repeatedly drag the progress bar to retrieve the required information.
• Third, the production threshold of graphic content is lower, which is more friendly to small and medium creators.

 

Sun Yumeng, the creator of Douyin, introduced: The more active creative areas of graphic content include life sharing such as fitness check-in, food tutorials, and shop exploration strategies, as well as cultural hand-made models, poetry and literature and other interesting content.

Among them, there are not only life categories with high content consumption frequency, but also diversified interest categories, which makes the penetration rate of Douyin pictures and texts grow rapidly. Sun Yumeng revealed that on average, one out of every 100 users is creating pictures and texts, and the daily views of Douyin pictures and texts have exceeded 10 billion.

 

The richer content forms also allow some longer-tailed categories, including traditional culture, intangible cultural heritage, opera, etc., to be rejuvenated through Douyin.

For example, China Video can carry more information and is suitable for producing popular science content in traditional culture, a category with little public awareness. The creator of Douyin, Yi Gongzi, is a traditional culture creator. Most of the content she creates is to explain the essence of traditional culture such as landscape paintings and romantic characters to fans. By chance, Mr. Yi was invited by the Longmen Grottoes Research Institute to observe and co-create three medium-length videos while the Fengxian Temple of the Longmen Grottoes was being repaired. The video aroused the enthusiastic attention of users as soon as it was released.

 

When the epidemic came and some niche folk music and opera performers lost offline audiences, the live broadcast opened a new stage for them.

Data shows that in the past year, there have been more than 800,000 opera performances in the Douyin live broadcast room, and the cumulative number of viewers has reached 2.5 billion, which is equivalent to 2,000 medium-sized performances broadcast live on Douyin every day. More and more young people like to perform online and spread the culture of opera through live broadcast.

At the beginning of its establishment, Douyin was a platform that connected creators and users with short videos. At that time, all walks of life also tried to enter this platform to attract potential customers or increase their own influence by creating short video content.

But today, with more than 600 million daily active Douyin, the platform itself has become an important link connecting all walks of life and consumers. Short videos can no longer meet the diverse needs of creators and practitioners in all walks of life to serve customers. This is why in the past few years, Douyin has launched more diverse content forms such as live broadcasts, medium and long videos, graphics and texts, and accelerated the development of mini-programs and e-commerce, and even introduced iQiyi and Ele.me in the open ecosystem this year. platform partners.

And new changes also mean new opportunities.

 

03New opportunities under change

 

 

The upgrade of tools often means new opportunities, just like the introduction of live broadcasts, which has spawned trillion-dollar delivery scenarios. The introduction of graphic and medium-to-long videos has also brought new opportunities for the creators and brands of the Douyin ecosystem.

First and foremost, richer tools allow creators to provide more diversified products and services beyond content on the Douyin platform, improving commercialization efficiency.

Today’s high-quality creators of different categories on Douyin are often practitioners of this category. In the past, many creators’ idea was to create short videos to attract traffic, accumulate fans, and then lead some potential customers offline to complete the closed loop of commercialization.

However, there are certain thresholds for diversion from online to offline, and many services themselves can be completed online. For example, in the fitness category, some gyms and weight loss camps will create creative short videos to divert offline traffic, but this has a large threshold and is not suitable for ordinary fitness bloggers. The introduction of e-commerce by content platforms such as Douyin allows creators to directly sell fitness supplies and fitness food for cash, and also enables some new brands of healthy consumption to rise rapidly in the past few years; and the addition of live broadcasts allows creators to sell online live broadcasts The course not only gains revenue but also strengthens the interaction with fans.

In addition, for new content forms, Douyin has also launched a series of supportive incentive policies.

For example, in the category of graphics and texts, Douyin has opened up traffic sharing to creators, and high-quality graphics and texts will receive cash incentives based on search volume and collection volume. And the threshold for obtaining advertising share has also been lowered. Even if the number of fans is less than 10,000, as long as the content is high-quality enough, Douyin will also open star map permissions for creators.

For content such as medium and long videos, Douyin has specially opened the “co-creation function”. This function specifically means that videos jointly completed by two or more creators can be jointly submitted and marked with the division of labor such as “director, planning, and exit”. After the submission, a new video will appear on the homepage of each creator, and the co-created video will be played. The traffic is the collection of traffic that all co-creation members deserve when they post videos individually.

The production cycle of medium and long videos is longer, and brands often hope to accumulate more brand assets through the implantation or customization of such videos, and co-creation is a very effective way. According to Zhang Qi, the relevant person in charge, “The excitement and expectations of many brand advertisers for co-creation of business listings have exceeded Douyin’s expectations, and many brands including Apple, Xiaomi, and Geely have released brand co-creation videos. .”

In addition, Star Map is also opening up the process of co-creating business orders, helping outstanding creators to receive more business orders, and working with brands to create more effective marketing content. “Bringing high-quality content to the brand to bring a breaking grass effect, and further using the product capabilities to extend the influence of the content of Daren to different user scenarios such as search and live broadcast, a closed marketing loop from content to conversion can be formed. So that companies and advertisers can also get real returns.” Lin Anya, the head of Douyin’s giant star map, also believes that the new content form contains great value.

Vice President of Douyin Zhi Ying shared at the Creators Conference

 

In addition to the increase in content forms, a new opportunity is: Douyin officially launched an open platform in September this year, focusing on promoting Douyin mini-programs, and gradually opening up business plans for multiple industries such as life services, entertainment, media, and small games, trying to create a comprehensive The service ecology, through creation and sharing, connects people, content and services to create a more diverse value system.

Perhaps as Zhi Ying said, in the final analysis, Douyin is not a short video, a live broadcast, or a graphic, and no content genre can summarize Douyin. The essence of Douyin is a human-centered visual expression. It is a service that serves different creators, users and brands, and infiltrates people’s lives through this, becoming a new “lifestyle”.

 

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