The short video industry has launched a "recruiting apprentices to do tasks" model, which can compete with Douyin | kartu uno cara bermain, raja togel sgp

Baidu is using Qutoutiao’s model to “mass-produce” its own Douyin.

Ma Huateng’s failed short video dream, Robin Li is taking over. But Baidu may also inherit Qutoutiao’s nightmare.

1. In the short video industry, "accepting apprentices to do tasks" has emerged

Hydrogen Media Finance found that multiple short video apps owned by Baidu have embedded the "accepting apprentices to do tasks and earn cash" model, including but not limited to Baidu Express Edition, Haokan Video, Quanmin Short Video, and iQiyi's Natou Video.

Some people may think it is LOW, but the power of this model should not be underestimated.

It’s easy to use if you want to watch videos. According to media reports, in September, Haokan Video’s daily active users reached 12 million. QuestMobile data shows that in the past three months, Haokan Video has been the fastest growing app among domestic apps with more than 5 million daily active users. Baidu CFO Yu Zhengjun recently said that Baidu App’s information flow business model will be copied to Haokan Video.

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It can be seen that Baidu is constantly increasing its short video content.

In fact, not only Baidu, Hydrogen Media Finance found that in the entire short video industry, this "accepting apprentices to do tasks" model has become a common practice, such as 360's Kuai Video and Xiaomi's Xiaomi Kuai Video (yes, they had a name conflict, and then 360 changed its name to Kuaikan Video). In addition, there are some less well-known ones, such as: Huoniu Video, KAA Video, Aishang Video, Peanut Diary, Qutui, Haha Video, Youliu Video, Bobo Video...

When you open this type of short video APP, you will see that although the video content is diverse, the mode of "accepting apprentices and completing tasks" and even the beautification design style are highly unified. Task types generally include inviting disciples, signing in, watching videos, sharing videos, sharing income, playing games, commenting, viewing push notifications, etc.

In short, these short video APPs have all inherited Qutoutiao’s routines, and the industry euphemistically calls them: online earning.

2. If short video APP wants to break out of the tight encirclement, the online earning model has become a must-have?

It is well known that Tencent’s short video failed miserably, and looking at the recent rise of Baidu’s Haokan Video, we may be able to make a basic judgment: the traditional traffic diversion model is difficult to form a third pole in the short video industry where the duopoly is extremely strong, even if traffic giants like Tencent take action. The two-wheel drive model of “traffic diversion + online earning model” used by Baidu, 360, and Xiaomi may have a stronger impact on Douyin Kuaishou.

Hydrogen Media Finance consulted iResearch Consulting data and found that among the top ten apps in the short video section in terms of monthly independent devices (similar to monthly active volume) in September, three adopted the "accepting apprentices to complete tasks" model - Baidu's Haokan Video, Bobo Video, and 360 Kuai Video. Among them, Bobo Video and Haokan Video have even ranked fifth and sixth.

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Among them, Baidu's Haokan Video has the most "ferocious" growth. From October last year to September this year, the number of monthly independent devices surged from 3.56 million to 49.24 million! It has grown nearly 13 times in less than a year.

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But good-looking videos have not always been smooth sailing. Looking through its version update log, we found that since it was launched in April 2016, it has beenIt is a stumbled "failed" product.

This APP was originally called "Baidu Haokan". It produced graphic and text information. It followed the (wild) approach of Toutiao in the early days of emphasizing algorithms and promoting photo albums of beautiful women. During the period, it played with red envelope rain, changed the LOGO 4 times, SLOGEN 4 times, cooperated with "Speed Challenge", and played the game of answering questions and throwing coins...

It was not until the 3.7.0.13 version update on May 1 this year that Haokan Video officially launched the mission system, which can be said to have begun to embark on the path of "accepting apprentices and doing missions".

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In short, following the successful experience of Qutoutiao, which was just launched, Baidu, 360, Xiaomi, etc. have made some small achievements in the short video field. I have to admit that this coin-spending method of “accepting apprentices and completing tasks” can indeed help the short video APP’s sudden rise to a certain extent.

The reasons behind this are not difficult to understand:

1. Qutoutiao’s model of “accepting apprentices and doing tasks to earn cash” is quite mature and has educated users in lower-tier cities. Short video apps can just copy it;

2. Hydrogen Media Finance found that some users of information APPs with online earning models are switching to short video APPs (many netizens are sending invitation codes for two or more APPs at the same time on Weibo).

Hydrogen Media Finance contacted a "senior wool party" who sent invitation codes everywhere in the name of becoming his apprentice. He praised Qutoutiao as "you can watch it all day without even getting a dollar," while another similar information app "has at least two dollars," and "you can earn (a day) 1 yuan for a good video, Baidu Express Edition 1.5";

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3. Compared with graphic information, short videos are easier to understand, more interesting and easier to spread, so they are easier to sink. You must know that the cultural level of low-tier cities is generally not high. If you can watch short videos, never look at pictures, and if you can see pictures, never read words;

4. Companies that are not short of money such as Baidu, iQiyi, 360, and Xiaomiindustry, it has greater advantages in terms of capital than startups such as Qutoutiao and Huitoutiao, and the model of "accepting apprentices to do tasks to earn cash" is proven, and it is easier to get money for short video projects;

5. At present, various short video contents are still in a chaotic stage of "either plagiarizing each other, moving to external networks, or editing film and television program clips", with almost no issues such as copyright protection and content barriers;

6. At present, Douyin, Kuaishou, Huoshan, and Xigua, which are ranked high in the industry, have not launched similar gameplay. Since the industry leaders have not yet responded or do not pay attention to it, this is the "golden window period" for catching up from behind.

In addition, there are well-known reasons such as the popularity of mobile Internet, 4G, and mobile phones, which I will not go into details here.

It is particularly worth emphasizing that with the rapid rise of this group of short video APPs based on the "accepting apprentices and completing tasks" model, a series of problems caused by this model may be more worthy of attention.

3. Qutoutiao has fallen into the pitfalls. Do you have to go through all the short videos in the online earning model?

History is always surprisingly similar. Pinduoduo fell into all the pitfalls that Taobao fell into back then (copycats, fakes, LOW, poor service, etc.), and was criticized verbally and writtenly as soon as it entered the public eye; Qutoutiao also fell into almost none of the pitfalls that Toutiao fell into (plagiarism, vulgarity, LOW, pornographic, etc.), and similarly, they were criticized verbally and writtenly.

So here’s the sub-question: Are short video apps that imitate the Qutoutiao model less likely to cause pitfalls and verbal criticism?

The answer is of course: not one less.

Joke aside, let us take a serious look at the problems with this model of short video APP. What impact will this trend of comprehensive learning, testing and implementation of "accepting apprentices and completing tasks" have on the short video industry?

1. Financial Dilemma

This currency-spreading model is essentially a user subsidy, which will inevitably bring pressure for companies to significantly increase customer acquisition costs.

Let’s take Baidu and iQiyi, which just released their financial reports, as examples.

Baidu’s content costs in the third quarter were RMB 6.7 billion (approximately US$981 million), an increase of 73% over the same period last year. The year-on-year increase in Baidu's content costs was mainly due to the increase in iQiyi's content costs and, to a lesser extent, the increase in investment in Baidu's information flow content network Baijiahao.

Baidu’s traffic acquisition cost (TAC) in the third quarter was RMB 3.1 billion (approximately US$450 million), an increase of 25% over the same period last year.

It can be seen that Baidu and iQiyi spend astronomical amounts on content costs. So what about short videos specifically?

As mentioned earlier, with the Haokan Video APP alone, ordinary users can currently earn one yuan a day by watching it. Data from iResearch shows that the number of monthly unique devices for Haokan Video in September was 49.29 million. If the subsidy was one yuan a day at that time, a simple calculation would theoretically suggest that this APP could burn up to nearly 50 million yuan in September alone!

The situation on iQiyi's side is even more severe. As we all know, it has to bear a large content cost. According to the financial report, iQiyi’s net loss in the third quarter was 3.1 billion yuan, which was significantly larger than the loss of 1.1 billion yuan in the same period last year.

The "veteran woolist" mentioned above told Hydrogen Media Finance that although withdrawals from iQiyi's Natto Video APP are relatively stable, "the main reason is that the income is low, just a few cents a day."

Other short video apps that can make money online, such as 360 Kuaikan Video and BoboVideo and Huoniu video withdrawals are not very stable.

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2. Wool mattresses are popular

The so-called subsidies will be rampant.

The proliferation of short video APPs and information APPs surrounding the online earning model is nothing new. But Hydrogen Media Finance still discovered an even more bizarre phenomenon: the regular army among the Wool Party!

The so-called regular army of the Wool Party is the APP formed by the task of distributing online earning APPs. Through it, you can spend a few yuan to let other users on the platform complete the tasks you need to complete, such as recruiting disciples, sharing, and likes, etc. Typical examples include Zhongrenbang Browser and Shanduobao APP. It is equivalent to you acting as a middleman, helping other people to perform tasks on the platform, and you earn the price difference.

For example, the following apprenticeship task posted on Renrenbang: download a good video, enter the apprenticeship code, and watch 7 videos to get 2.27 yuan. You must use screenshots as proof.

It is worth noting that 1,633 people have earned 2.27 yuan from this task! There are only 5 places left!

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There are many such tasks, and the amounts are mostly in single digits. Including but not limited to short video APPs and information APPs with online earning models, Haokan Video, Quanmin Short Video, Dongfang Toutiao, Phoenix News, Mango Kandian, Zhongqing Kandian, Tao News and even Alipay are all "frequent users" on it.

3. Low advertising conversion rate

Because users are all looking for small profits, almost no one cares about the quality and value of the content. This type of short video APP is more like a micro-business platform cloaked in content, a money-making machine.

On the one hand, this is a moral hazard that has been questioned as a "pyramid scheme". On the other hand, more importantly: such platforms often have low advertising conversion rates. After all, readers do not really read the content and have low purchasing power. Do you expect this group of people to buy products through advertising?

So, if you rely on advertising to make money (which is what peers in this type of APP do), the businessmodel will inevitably be unsustainable.

4. Low threshold and easy to copy

Short video APPs with this type of online earning model originally imitated Qutoutiao, which shows that this model is very easy to copy.

As mentioned earlier, in addition to Baidu's Baidu Express, Haokan Video, Quanmin Video, and iQiyi's Natou Video, 360's Kuai Video, Xiaomi's Xiaomi Kuai Video, and various Huoniu Video, KAA Video, Aishang Video, Peanut Diary, Qutui, Haha Video, Youliu Video, Bobo Video, etc. are all making the same products.

Content is moved around, the model has no threshold, and the product has no features, so the short video APP based on the online earning model only competes for money and speed.

4. Write at the end

The short video industry is experiencing a wave of "creating Douyin with Qutoutiao's model". Baidu, iQiyi, 360, and Xiaomi are all involved in this trend. Judging from the customer acquisition data alone, this type of short video APP with an online earning model can be said to be a small success.

It is not a problem to spend money to acquire customers, but it is a big problem to waste money, acquire low-quality customers, and fail to produce a product with threshold, viscosity and soul.

This is some kind of mature, pathological, and borrowed sub-healthy state of the short video industry.

This is a disease.

[Source: Hydrogen Media Author: Leo Liu Zun]