Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What type of short-videos will start becoming more popular?
哪种类型的短视频会越来越受追捧?

West Xu
Senior Account Manager / We Are Social

目前短视频发展非常迅速,特别是深耕垂直领域的内容特别容易受人关注,其中萌宠视频就是一种非常治愈人心的视频。无论是抖音还是快手,萌宠视频都收获了大量的关注,比如在抖音和快手平台排名第一的“会说话的刘二豆”就是猫主人分享她两只猫的故事。而在B站相对来说就是萌宠与铲屎官的日常。短视频和“萌宠经济”会随着互联网和市场经济有着更长远的发展。

Short-videos are increasing in popularity rapidly. The type of videos that stand out the most is these cute, heartwarming pet videos. No matter on Douyin or Kuaishou, adorable pet videos attract great attention. For example, the account "Liu Erdou Can Talk" ranks No. 1 on both Douyin and Kuaishou, where an owner shares stories about the two cats at home. On Bilibili, the videos between adorable pets and their owners are relatively more common. Short-videos tapping into the commercial market around pets continue to develop.

Rachel Zheng
Senior Account Manager / We Are Social

频频上热搜的短视频令我印象最深刻的是明星DIY美食vlog,例如关晓彤制作健康餐,何炅做双皮奶,郭麒麟包饺子等。究其原因还是此类视频非常贴近生活,且经常会展示他们不为人知的一面,而网友对于明星的私生活想要深入了解的欲望很深。

The most impressive short-videos that are often found on the hot-search section is DIY food vlogs made by prominent stars and celebrities.  For example, Guan Xiaotong makes healthy meals, He Jiong prepares double-layer steamed milk custard, and Guo Qilin makes dumplings, etc. I believe its popularity comes from how the videos show the stars' normal lives and the fans have a chance to know something new about them.

Xiaoxiang Cao
Account Manager / We Are Social

剧情类内容比例明显降低,创作者们将长时长剧情内容,逐渐转变为15秒以内的短时长、抖机灵内容。MCN旗下艺人、头部KOL、特定圈层KOL联合制作内容,共同将一个事件发酵扩散,会在未来逐渐成为主流。

I think we will see a new wave of compact stories that can be easily consumed, where the content creators shift the traditional long-duration type of stories into 15s short clips. Content creators managed by MCN, major KOLs, and niched KOLs will create content together and jointly spread awareness of a specific activity or event. That will become the mainstream moving forward.

Caster Xu
Associate Account Manager / We Are Social

今年很多品牌线下时装秀无法如期举行,为此在线上以LIVE直播形式举办“云看秀”,为更多普通消费者提供前排观秀体验。不仅满足了观众看秀的好奇心和新鲜感,通过明星和博主间接接触奢侈品牌,则会让用户更加感到品牌与自己“相关”。对于奢侈时尚品牌而言,线上直播只是实体时装秀的补充,永远不会取代实体时装秀。但在今年特殊情况下,用户的生活方式发生了很大改变化,一定程度上也加深了观众通过手机屏幕与品牌互动的习惯。鉴于平台属性不同,品牌既要达到传播目的,也要考虑用户对社交性的诉求,从而提升用户体验。

Due to the COVID-19 epidemic in 2020, many brands shows needed to be canceled. Therefore, live "cloud shows" has become more common that still offers the customers a chance to witness the front-row experience, which both will satisfy the audience's curiosity while building a stronger relationship with the brands and its stars and bloggers. For luxury fashion brands, live broadcasts are just a complement to the fashion show, it can never replace it. However, due to this year's special circumstances, the lifestyle of users has changed greatly, which has deepened the habit of the audience to interact with the platform through the screen. Given the different platforms, brands should not only achieve the purpose of communication but also consider the users' demands, to improve the user experience.

Savy Liu
Creative Group Head / We Are Social

我认为那些突破「社会人设」的普通人能够更火,跳霹雳舞的农村阿姨、工地上开吊塔的95后女孩、独臂篮球少年……人类的猎奇欲望决定了这类题材永远都能为我们带来新鲜感,同时也是中国社会更加开放和多元化的体现。另外,萌宠、变身、性别平等和异域风情等话题依然可以持续收割流量。

I expect accounts that break the typical social norms and behaviors will grab a lot of attention, such as an aunt from a rural area break-dancing, a post-95 girl who drives a construction crane, and a one-armed basketball boy... People's curiosity for novelty drives them to discover something fresh and new. It is also a sign that China will be more open and diversified in the future. Besides, adorable pets,  gender equality, and exotic customs will always attract more eyes.