Red Sea anxiety is false, creative anxiety is true. Are short videos the Red Sea? I believe many people will give a positive answer. For example, according to the latest data released by Cool Goose User Research in June 2019, 65% of users have installed 2 text message service or more short video apps on their mobile phones. Considering the limited use time of users and the increase of similar products, the qualitative nature of this Red Sea industry seems to be There is no need for much argument. However, contrary to the outside world's "fullness", another part of the data shows that the industry is still enthusiastic about the short video track, and even has high expectations for the industry's growth space .
According to data from the Index Research Institute, as of December 2018, the number of MCN institutions in my country has exceeded 5,000, mainly for the incubation and marketing of Internet celebrities on pan-short video platforms such as , WeChat,, and Station text message service B. Content production, and this number was still 1700+ in 2017, an increase of nearly 3 times. According to the official statistics of the short video platform, according to the data released by the Creators Conference, as of August 2019, has had an average daily broadcast volume of more than 100 million in 27 topic areas, including more than 10,000 fans in the field of culture, culture and education. The number of creators has skyrocketed by 330%. In addition, it is worth noting that many star entrepreneurs also regard short video as a new development direction. For example, Guo, who has been absent from the Spring Festival Gala stage,
has now become a famous brand of short video platforms - similar to There is also Pan whose participation is obviously more than just playing tickets in the text message service form of commercial cooperation. On the one hand, "the market is too full", and on the other hand, it is "overcrowded". When we stand in the second half of 2019 and look down on short videos, it is not difficult to find that the entire field presents a very "tear" status quo: the enthusiasm of short video creators is still so high, but why is the short video field Is it always full of "Red Sea" feeling? 01 Why does short video have a "red sea feel"? What is the "Red Sea"? From a definition point of view, "Red Sea" is usually used to describe the state of the industry with extremely fierce market competition: Competitors are fighting fiercely for a limited market share. However, from this perspective, in fact, short videos can hardly be called "Red Sea".