In the process of grabbing the Baidu search market, Douyin, Kuaishou, and Bilibili, who will be the first to commercialize their video search business?
Google and Baidu are the search engine giants in the graphic era. The two current traditional search businesses have already reached their peaks, and their annual revenue growth is extremely slow.
It is foreseeable that short video search will soon usher in a blowout development. This blowout will first impact the traffic of traditional search in the six directions of tutorials, products, people, news, video footage, and movies.
In addition, Douyin, Kuaishou, and Bilibili may all have their own video search bidding rankings, knowledge encyclopedias, and brand areas in the near future. Who will be the first winner? Douyin, Kuaishou or Bilibili?
The intelligence property battle in the short video industry
Unconsciously, the turning point of the search industry has come. People have a tendency to search for short videos. Graphic search is also turning to WeChat search, and traditional search channels are being greatly threatened.
Whether it is Douyin, Kuaishou and Bilibili, everyone has not commercialized the search business. The content is recommended using algorithms and uploaded by users. The platform does not recognize the content.
But all these actions will definitely happen in the near future. In the future, short video content will be divided into two types: those deemed to be included by the platform and those not included. The content that is included, the platform will cooperate with copyright in the form of IP. The copyright era in the field of short videos will soon come.
Knowledge encyclopedia in the field of short video
Short videos cannot completely replace today’s traditional search, but in terms of some content, they will invade today’s traditional search market to a large extent. Compared to Baidu, Google’s life will be much healthier. After all, a lot of money has been invested in Youtube early to form protection.
The key areas include tutorials, products, characters, news events, video footage, and film and television. This encroachment will appear in the form of an encyclopedia.
The first among them is the tutorial category, such as how to cook a dish, how to install a quilt cover, how to assemble a computer, various blind spots of knowledge that need hands-on, people are choosing to use video search to answer. Because of the natural expressiveness of video, video is more suitable for people to imitate and learn than text.
Secondly, the introduction of products, especially the introduction of electronic products, is also very consistent with the presentation of videos. The current live broadcast e-commerce companies also reflect the natural cooperation between video and products from the side.
Third, the popularization of knowledge about character introductions. At present, this kind of content is already very much in the field of short videos. Due to the different levels of production, videos need to be strictly screened.
A transformation of information storage
What is the deep nature of these changes? It is the transformation of the storage form of human civilization.
For thousands of years, pictures and texts have been responsible for the memory work of human group wisdom. But this kind of graphic form is being made into video bit by bit by video workers today. This is very fast, and it may be completed in a few years.
Why haven’t these short video platforms been working on search? Obviously, the migration of this information method has not yet been completed. Currently, the types and quantity of short videos owned by various companies are not enough.
Judging by the current speed of this migration, in terms of content breadth, video content should reach today’s graphic level within three years. But in depth, you may never be able to surpass graphics and text. After all, graphics and text are a coherent mode of thinking, and videos carry more fragmented thinking.
Video search will largely replace graphic search, but it is absolutely impossible to completely replace it. When you need to study something in depth, the advantages of graphics and text will be revealed, and the video can only be used as an introduction. This process, in our view, is a return of information.
When human beings were born, we observed and understood the world visually. We had no words or language. With the advent of words, our civilization has been given an opportunity to inherit, wisdom can be superimposed, and society can develop. The emergence of video allows us to return to our nature, the most traditional intuitive way of receiving information, namely seeing and seeing.
Short video search will be the next money printing machine
Before the arrival of the mobile Internet, Google and Baidu were the two money printing machines in the Internet field. But the two companies have already reached the ceiling in their search business. The traditional search is already a rusty money printing machine.
What Baidu has done in the past will be performed again in future short video searches, such as bidding rankings, brand zones, knowledge encyclopedias, communities, and news.
In the era of graphics, Google and Baidu filter the entire Internet content. In the short video era, Douyin, Kuaishou, and Bilibili deal with endless video content. In the era of short video search, these platforms need to share revenue for these creators while making money on their own. In this track, Bilibili has the greatest advantage as an encyclopedia, and Douyin has the greatest possibility of doing a big search. Kuaishou currently has no obvious advantage.
What are the sequelae of fragmentation
Is short video search good or bad? Short videos are bringing us an era of fragmentation without distance. All coherent information is being shredded into small fragments. We learned a lot of knowledge through short videos, but every knowledge is so short and useless.
The information obtained in short videos has no system, no deep connection, and no coherence.
It is no longer books or even education that will affect the minds of young people in the future. These video platforms will have more influence on people’s thinking. Is this fragmented information dissemination method really good? This approach may destroy the ability of our young people to think coherently in the future. However, the humanistic content that really nourishes our civilization is the coherent thinking after a long time of thinking.