After Clubhouse became popular, countless VCs and PMs poured into it to explore the future of audio social and Chinese version of Clubhouse. In many discussions, there is an opinion that anyone can speak, so Clubhouse lowers the threshold of content production.
However, this view ignores an important fact: although "sound" is the communication tool with the lowest threshold, "audio" as a content carrier has the highest threshold.
The threshold of the content carrier is jointly determined by the supply side and the demand side, that is, the lower the difficulty for creators to produce content that allows the target user to complete a consumption action, the lower the threshold for the content carrier - the meaning of "complete a consumption action" Yes, the content of the finished product should at least make people watch it, and not give up halfway.
Among all content carriers, the lowest threshold should be short videos. Anyone with a script and music can shoot for more than ten seconds, and the editing, beauty, and soundtrack functions that come with the platform are also very convenient. And no matter how boring or lousy the filming is, there will be many people cheering, because the purpose of users coming here is non-utilitarian killing time, and they don’t have much expectations for the quality of the content itself. Even if they don’t like it, the time cost of a few seconds can be ignored. Regardless, just scroll down to another video. What's more, in the human-centered community logic of Kuaishou, users may care more about the "shooter of the video" rather than the "shot video" itself.
The second is medium and long video and text. The consumption cost of such content is relatively high, and users need to invest a certain amount of time and energy to complete one consumption.
The advantage of text is that the "identification cost" is very low, and readers can identify the basic content of the article in a very short time and judge whether they are interested in it. At the same time, the information content of the text is the country email list largest, and a reader of a 1000-word article can absorb it in just three minutes.
But when it is replaced with audio and video, the speed of "reading" is much lower than that of "reading", and the time it takes to present the same content will increase; and some abstract theories and elaborations can only be conveyed in words, and readers do not read When you understand it, you can quickly jump back and re-read it. The control experience of the whole process is very good, and you can't do it with audio and video.
Medium and long videos can provide more vivid pictures, stronger stimulation and interest when completing the functions of "telling a story" and "preaching and dispelling doubts", making the content consumption experience better. However, the requirements for content creators are also higher. The creators must have basic copywriting, editing, lens, and expression skills to create works that "can make people watch". The content created by ordinary people is basically unwatched and retained rate is very low. Therefore, the content basically needs to be PUGC (station B) or PGC (You Aiteng).