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

How to describe the new video format, “Middle-Videos"?
对于“中视频”你有什么想法?

Ocheal Su
Account Manager / We Are Social

视频内容运营的聚焦点在于‘内容’,视频只是一个搭载形式,但是视频的长短则直接决定内容的解读是否有意义。拿短视频来说,15-30秒的呈现必然是需要极具有创意的形式,所以抖音的吸睛更注重创意是否Fancy,而10-30分钟的视频强调的是内容,注重的是洞察,是传达的观点,即观点大于创意。例如PGC,邀请在某领域比自己或个人更具有发言权的专家来产出内容,给用户提供更权威的内容,以转化或吸引更广泛潜在用户的关注,是一种观点和事实的输出。

Regardless of what type of video format you use, content is key where the video is just a vessel to transfer a message. With that said, the length of the video will directly determine how meaningful the content is. With short-videos not longer than 15-30 seconds, it's forced to be highly creative, that's why Douyin normally is populated by highly polished videos.

However, in "middle-videos" which stretches to 1-30 minutes, the underlying idea, the point of view of the creator becomes essential. For example, middle-videos such as PGCs often invites experts to produce more reliable and authentic content to draw the attention of potential users.

Ruby Wang
Senior Account Executive / We Are Social

当人们说起短视频,第一时间想起的肯定是抖音和快手,但目前占领中视频领域的两个主流平台则是西瓜视频和Bilibili。之前我有在36Kr上看到过一篇文章,作者说到相比长视频和短视频,中视频甚至更有可能是“刚需”。中视频的长度让内容更具深度,同时节奏较快,能够兼顾效率。对于专业的创作者,中视频的崛起,意味着更强的竞争,也意味着更多的施展空间。视频时长的变化,必然会带来表现形式和内容创作上的变化。中视频给予的时长区间是宽广的,从几分钟到三十分钟的视频时长设定,在某种程度上给予了创作者自由的发挥空间。 同样扩大的还有视频内容的商业变现空间。在更长时间的视频内容中,可以利用的广告方式也会更加多样。中视频市场才刚刚萌芽,但它必将成为主流的一部分,越来越多的玩家正在争抢这块蛋糕。

Most people think of Douyin and Kuaishou when they hear video apps, but Xigua Video and BiliBili are the two dominating platforms focusing on middle-videos. According to the news site 36kr, middle-videos are more satisfying compare to short-videos due to the video length allows for more efficient and meaningful content.

It also offers a better opportunity for professional creators to truly show their talents with more leeway in creative executions while easier integrating potential commercial elements such as sponsorships or advertising. Middle-videos is growing to become the next mainstream, attracting more and more players to share the cake.

Regina Zhou
Account Executive / We Are Social

中等视频的兴起的基础是短视频的白热化以及5g网络技术的快速发展。相较于短视频,中等视频可以承载一个完整的故事,包括起承转合,从而与观看者产生更强烈、更深层次的情感共鸣。而与长视频(电影,纪录片)相比,精简的体量又可以在短时间内迅速抓住受众的眼球。虽然这种体量依然是碎片化的叙事方式,但相较于短视频的大开大合,又包容了更多的可能性。

Middle-videos are riding the popular wave of short-videos and 5G. Compared with short-videos, middle-videos can create a much deeper resonance with the viewer by creating complete and interesting stories. Compared with long videos (films, documentaries), the compact size can quickly catch the audience's attention in a short time. Although this kind of format is still a fragmented narrative mode, it contains more possibilities than short-videos.

Summer Xia
Account Executive / We Are Social

“中视频”是时长在 1-30 分钟的视频内容。与短视频相比,“中视频”绝大部分是横屏,专业团队制作的 PGC 多于普通用户随手拍的 UGC,需要创作者投入更多精力专门制作。在这个生活节奏快,空闲时间碎片化的快餐时代,“中视频”的发展也面临着巨大的挑战。其实从生活中处处可见,大家更乐于通勤路上刷下比如抖音上的短视频,“中视频”的大众日常需求量或许没想象的那么多。当然,这只是我自己的想法。假如西瓜视频定义为“中视频”,那么应该很难像“短视频”平台抖音那样达到爆发式发展。就我自己而言,就不是很喜欢这个新兴的商业化的概念,或者是不喜欢“中”这个概念。

"Middle-videos" are videos with a duration of 1-30 minutes. Compared with a short video, the vast majority of middle-videos are viewed horizontally, and the PGC produced by a professional team is more sophisticated than that of UGC shot by netizens. This requires the creator to invest more effort into the production.

However, in this fast-paced society, the future of middle-videos is at stake. Commuters may prefer short-videos which lowers the demand for middle-videos. I'm skeptical if middle-video apps such as Xigua can reach the same success as Douyin, and I prefer the less commercialized characteristics of short-videos.

Monty Lin
Account Executive / We Are Social

我认为随着5G的不断普及,以及人工智能的应用水平提高,7-10几分钟为主的中等时长视频模式会普及开来,就像3、4G时代带来的短视频爆发。
中等时长的视频,能够在视频形式、创作者生态、内容品类等方面,带来许多新的机会,特别是对于现在许多的优质短视频创作者来说,中等时长的视频能够传递更多有价值的的内容,这也是短视频所不具备的,短视频注重短时间的视觉体验感,相对侧重于娱乐。而中等时长视频正好满足了用户对于高品质视频内容的需求。

I believe the introduction of 5G and improvements in AI will lead to an increased need for middle-videos stretching around 7-10 minutes, just like how the development of 3-4G led to the popularity of short videos.

Middle-videos can bring new ways of creativity in terms of content structures, creators' ecosystems, and content categories. Especially for many high-quality creators, middle-videos can contain more valuable content, which is a great advantage that short-videos are lacking. Short-videos focus more on the visual experience while middle-videos allows for high-quality content for those who seek more meaningful content.