Perspectives on short video marketing

September 1st, 2019

Chinese short videos' Five current trends and analysis by Reddigitallab.

  1. Short video APPs Users used to watch short videos on a variety of platforms (e.g. social media), but now 85.5% of users do so on short video APPs.

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  1. Platform-generated content (PGC) and multi-channel networks (MCNs) Compared with user-generated content, MCNs and PGC provide more specialized, professional content and create more value for users.

  2. AI application

    AI analyzes user behavior and optimizes user experience, e.g. #Douyin provides music filters, AI stickers.

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  1. Public announcement In addition to having official accounts on #WeChat and #Weibo, authorities like CCTV now make announcements on short video platforms.

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  1. Omni-channel marketing KOL marketing, which leads users to a point of interest page, followed by a recommended physical store based on the user’s physical location also optimizes the O2O user experience.