Short Video and Livestream Struggling for The Core Barrier

China Short videos and livestream have been enthusiastically sought after by Chinese users, but the number of views fluctuates up and down, and short videos have not yet found a core barrier to the business competition in market.

Since 2019, short videos have been the hottest focus of the Internet. Despite the emergence of leaders such as Douyin and Kuaishou, there is no shortage of live broadcast sales. As a trending new content method, short videos have experienced multiple waves of entertainment, games, and merchandising. It looks like a hundred flowers bloom, but there is always a lack of solid barriers to competition.

As one of the important content types of each platform, “Eating & Livestream” has a considerable audience in the past, with labels such as food, life, health, etc., bringing a lot of traffic revenue to the short video platform.

There is nothing wrong with novelty, which satisfies the audience’s curiosity about beauty and freshness, but if “Eating & Livestream” is too much, it becomes a novelty. In the face of values, traffic thinking has the upper hand, leading to homogenization, banality and even vulgarity of “Eating & Livestream”.

Early mobile short videos were upgraded from PC live broadcasts, and they were full of beautiful and handsome guys. This is collectively referred to as the show mode, which is then divided into games, funny, imitating, and then to “Eating & Livestream”.

With the expansion of scale and the increase of penetration rate, the users of leading platforms overlap, and the differences in age, region, and purchasing power are no longer obvious, which will test content quality and operational capabilities. Regarding content creation, the anchors of various platforms compete to follow and imitate. Eventually lead to the same content.

What are the real barriers to competition for short videos & livestream? Everyone is exploring. let’s wait for the answer.