How will Vlog be redefined from niche to the general public?

How will Vlog be redefined from niche to the general public?

Before this year, Vlog was not a friendly word, and its name screened out a large number of people who did not know enough about English letters. But because of the interesting form it represents, the video diary, and the popularity of platforms such as YouTube abroad, it has begun to be noticed by more and more Internet companies in China.

Weibo, b station, watermelon video... Many platforms have begun to add Vlog to train their own content producers. Yesterday, Vibrato also announced the opening of 1-minute video rights for all-platform users and launched the Vlog 1 billion flow support program. The last time the platform side subsidized content producers, it was still in the stage of encouraging short video and graphic production.

The industry began to believe that Vlog is the only media form in video content that needs to be developed in-depth, and it is likely to lead the next wave of a short video. But its source goes back 13 years.

In 2006, a company from Italy launched a mobile video podcast service called "my video blog", which was the predecessor of Vlog. At the time, people who could use the "my video blog" had a special trait: the hipster. “Tide” means avant-garde, they can access the most cutting-edge technologies, concepts and content at the same time, they are at the top of the pyramid of a certain category of popular culture. There is no difference between high and low, but aesthetic emotions are graded.

In 2012, the world's first Vlog recognized by most people was born in Youtube. After the evolution, Vlog's label is still exquisite, cool, personalized, and technical. It is similar to the domestic transmission. Vlog is highly praised for its outstanding personality, positive values, and cool direct. The well-known Vlogs in China have melon, cbvivi, Jingyue and Feizhu.

Without exception, they all have overseas study, new media, and advertising backgrounds. These professions have a commonality: dealing with aesthetic tastes. They are very famous in the Vlog circle. To observe their Vlog, more or less embody an "elegant taste", they also have their own small independent fans, very sticky, but have not been out of the ring.

Vlog has always been defined as a niche culture

The development of smartphones and the popularity of short videos have made the “Celebrity Culture” popular. The Vlog that has been successful in the vertical field of the upper market is beginning to be considered as the next growth point that can break through the circle.

Weibo, B station, vibrato... All the short video platforms you can see are overclocked Vlog this year. There is no reason for it. In the short video trend, traditional short video and long video have developed very mature, the gameplay is basically fixed, and the content form has also grown from the initial barbaric to the intensive stage, and the threshold for content is getting higher.

The video is like a vegetable basket, and the short video is a small basket. The long video of more than 5 minutes is like a big dish. The former has less dishes and the latter has more dishes. The fixed frame determines the content rendering effect. The theme of Vlog as a video diary can be concentrated on the lifestyle, to buy food, take a shot; go to class, take a shot, go to travel, take a shot; unpack and take a shot.

After investigating most of the content platforms on the market, the Hedgehog Commune  unexpectedly discovered that a large number of Vloggers appeared on the watermelon video, which has created a Vlog ecosystem that is different from the “high-tech”.

Jingjing is a Hunan native. She and her husband are working in Shenzhen. They take pictures of their commute every day and share their ordinary life. Xiaosu is a graduate student of Tsinghua University. She will share her own growth experience and life scene in 5 minutes. The "program chick" who works in Shanghai shares her work two or three things every day. Working with her own and working with people around her has become a picture that often appears in her videos.


They didn't play the technology flow, and they didn't have a chic life. Just presenting their daily routines, hundreds of thousands of people flocked into their videos and discussed the life with them in the comment area.

The Hedgehog Commune observed that in the watermelon video search "Vlog", you can find a lot of Vloggers like the above are active. They are in Zhangjiajie, Hunan, Suzhou, Jiangsu, etc., shooting topics such as food, parenting, football, travel... Vlog is undergoing a transition from elite to universal, and more and more ordinary people are choosing this video format. To show your life.

In China, this trend was originally popular from a small group of Vloggers. Some stars were driven, and the outside world was praised by Ouyang Nana’s Vlog.

In July 2017, artist Ouyang Nana starred in the movie "Secret Fruit". During the promotion period, she settled in today's headlines, watermelon videos, and other platforms. During her schooling in the United States, she continued to shoot Vlog. This is a simple recording behavior. In the end, it attracted the attention of countless people and set off a lot of Vlog style, which led to Dyukula K and other network red follow-up. Take your own Vlog.

Another point that is surprising is that Deyun has recently included Vlog in the KPI assessment of some employees, and once again ignited the trend of shooting Vlogs. On the major content platforms, many ordinary users have also been born. Most of them have strong expressions and are willing to share their lives.

Especially in Internet companies, many people have included Vlog in their lives, shooting scenes of their daily work, and some people have embarked on the road of the full-time shooting of Vlog.

Looking back, let's see the road of Vlog. Starting with niche avant-garde, it uses content influence to let mainstream stars see and imitate, and then influence the fan base through stars.

But the more profound point is that this fire has been "burned" to ordinary people. White-collar workers like Jingjing and Xiaosu have chosen Vlog to record their own lives and express their values.

A video from the watermelon video also proves this. The current Vlog creators on the watermelon video, there are stars and ordinary North drift, there are programmers working in Internet companies, there are also white angels, brothers, there are Ordinary college students, international students, and young people who have just entered the workplace... The Hedgehog Commune survey found that many Vloggers also opened e-commerce in the watermelon video, selling their own products on the above, and also have opportunities when the fans are not big. The monthly income is over 10,000.

It is not difficult to see that more and more ordinary people have joined the team that shoots Vlog. More and more types of content have been placed in the Vlog container. Its initial "elite" appearance is changing, and the universal value is gradually rising.

The reason why there are such a variety of Vloggers on the watermelon video is that it has a natural advantage: there are few massive stars here, there is no big head, only a lot of ordinary people. This is the opportunity that ordinary users need.

In the Vlog commentary area of Watermelon Video Jingjing, many people will bring themselves into her life. Some people start to imitate others, shoot their own Vlog, and directly transform from content consumers to producers.

This shows that using Vlog to record and express one's life is initially an unintentional behavior. Many people think that it is interesting to follow up, but in fact, not everyone is a Vlogger. Vlog is still very strange to some people. Their strangeness to Vlog comes from the name "Vlog", which is not popular enough.

"One minute I know how Vlog shoots, but it takes ten minutes to understand what this concept is," said a short video user named Niu Xue. Her sigh is not a case, but a universal phenomenon.

It is not difficult to shoot Vlog. But rooted in growth, it is difficult to transform and cultivate the Chinese native Vlog culture. At this stage, how to shape a localized Vlog soil suitable for China and localize the Vlog may become a key factor in the development of the next industry.

A vlog is a medium form. It involves people and interest organizations that cover all aspects of society. Once changed, new definitions and new adjustments will be made to a form.

It is not the spontaneous filming and the MCN organization that can do this, but the platforms on the supply side. Of course, not all platforms are suitable for this task, especially for platforms that have developed the most original Vlog culture. Once the new concept is implemented, it is likely to be strongly opposed by the original Vlog users, so the best option It must be the platform that is currently developing the Vlog culture.

This culture may be younger or more universal. Therefore, Vibrato announced that it will open 1-minute video rights for all platform users, and launch Vlog's 1 billion flow support plan to encourage ordinary users to record life and content creation in a richer way. Watermelon online mobile phone publishing function, open Vlog Academy, will Vlog is included in the kaleidoscope program, giving higher share and traffic tilt, allowing good creators to have a good income and motivating content consumers to become content producers.

Microblogging, b-station, and one flash continue to launch challenges such as “30-day Vlog” and “one-minute creation”, providing exclusive author certification, and promoting existing bloggers or up-hosts to join Vlogs to expand Vlog's influence.

In a sense, the commercial market is hierarchical, such as the upper market, the intermediate market, and the bottom market. It presents a pyramid structure.

Now, everyone has seen that Vlog has achieved success in the vertical field of the upper market. Next, according to the user characteristics of different platforms, each platform is experimenting with different methodologies, hoping to reduce the impact on the intermediate market and the bottom market. In the urban user class, student user class, and even the three rural users, a group of Vloggers has been created as an “advance army” to accumulate and occupy the highlands.

Conclusion

Vlog is still a blue ocean market. In this wave, there will be a platform that will get the right to redefine Vlog. Who is it? We can wait and see.