Video editing App, the way out is getting narrower and narrower?

What is the fate of selling to giants?

Video editing App, the way out is getting narrower and narrower?

On May 22, Snap announced that it would release a new mobile phone video editing software Story Studio at the end of the year. In Snap’s view, this software will be extremely insightful: it can recommend users to create videos based on popular trends and hot topics on Snapchat.

Video editing App, the way out is getting narrower and narrower?

But like most video editing software, the function is nothing more than trimming the video, editing frame by frame, plus popular dubbing and playful stickers. But it is worth noting that the video produced in Story Studio will not contain a watermark, which means that if it is published on other platforms, such as Instagram’s Reels, it will not be downgraded by the algorithm.

But this design has long been the way that predecessors have walked.

Monitoring data from the Sensor Tower of the show that since May 21, byte beating its video editing App “CapCut” has been ranked the United States ranked first in free App Store application, the overseas edition of this ” cut Ying ” Provide users with a large number of stickers, filters and transition effects, and there is also a simple and easy-to-use green screen function, and similar to the Ken Burns zoom effect in Final Cut.

In the ranking of editing software in foreign application markets, PicsArt has always been at the top of the list, and Hangzhou Yingxiao InShot cannot be underestimated. In addition to the list, GoPro’s Quik, Adobe’s Rush, etc. have also made efforts one after another.

Video editing App, the way out is getting narrower and narrower?

When homogenous editing apps with indistinct functional distinctions appear one after another, people can’t help but ask: Is there still land for growth in the mobile editing market?

One background is that the market share of video editing software is divided into two, occupied by On-Premise and Cloud-Based, that is, internal deployment and cloud computing. According to data from KBV Research, in 2019, the market share of video editing software based on on-premises technology is greater than that of cloud computing.

Video cloud editing, I must be familiar with it. The memory and bandwidth it occupies is in the cloud server. At this time, the mobile phone is just a small display for playing images. In recent years, the trend is that more and more short video communities have begun to launch their own cloud editing tools.

“Cut Screen” launched in May 2019, “Must Cut” released at the end of July 2020, and “Mianjian” released immediately afterwards, all correspond to their own short video platforms. All-encompassing video templates, massive intelligent music library, AI-converted text and voice—their focus eventually leads to a button, one-click release.

Video editing App, the way out is getting narrower and narrower?

The introduction of editing tools by major video platforms is essentially to further lower the threshold for users to use. The best way to hit the user’s mind is to use “simple and foolish” nesting to achieve the most surprising effect.

As the threshold for use drops, the user’s habits are gradually cultivated.

Most habit triggers are obvious, such as the alarm that wakes you up in the morning; some triggers are very subtle, such as subconscious. Triggering is “activation” to a certain extent, just like the small gravel in an oyster, which is wrapped in layers and turns into a pearl over the years.

The author of Addiction, Nir Eyal, divides the triggering of this habit into external triggers and internal triggers in the book.

Take the video clip on the mobile terminal as an example. The logic of the product design will tell the user what to do in the first step, add subtitles after the rough cut, choose a music that can render emotions, etc. This is an external trigger.

And when this editing tool has become the most convenient and powerful software in the user’s mind, the internal trigger is activated when it can quickly solve the problem for itself in the first place-it has become a part of the user’s life.

Therefore, an easy-to-use editing software is an outpost for a massive content library, which can bring different types of rich content to the short video platform; and the all-encompassing content community and immediate incentive mechanism will stimulate the creative desire of most ordinary users-the platform It has a complementary relationship with editing tools. It is not difficult to explain why each platform has to launch its own editing tools.

It is not difficult to see that an editing app without a large platform is like standing in a hurricane.

Viva Video, a subsidiary of Xiaoying Technology, has a smooth journey to the sea. In the list mentioned above, it has both entered the list in the two dimensions of user expenditure and downloads. However, Xiaoying’s positioning is neither aggregated distribution realization nor PGC copyright production capability, but technology as a strategic focus.

When various companies compete for short video creation, they have not established a connection foundation with an inherent video platform, and users will easily jump repeatedly. At this point, “above technology” seems to become a heroic statement.

So instead of shaking the tree, it is better to hold hands on a large platform. On September 10, 2020, Tencent Cloud announced a cooperation with the video tool company Xiaoying Technology. According to a report by Tencent Technology, “Tencent Cloud will leverage its leading capabilities and rich experience in multi-regional deployment, GPU computing power, traffic support, dynamic acceleration, and video services to provide reliable technical support for Xiaoying’s global layout. Its users in more than 200 countries and regions around the world provide a smooth and stable video tool experience.”

And this is an ecological epitome of a mutually beneficial symbiosis of short video platforms and editing tools.

For editing tools, the business model is a long-term problem.

By consulting the advertising monitoring platform App Growing Global, the international version of “CapCut” mentioned above has been placed in a total of 42 media advertising spaces in 23 foreign regions in the past week (7.13-7.22), and the total number of advertisements has reached 4,811. Piece. The first major advertising spot is the game Fishdom “Dream Aquarium”. Except for big platforms such as TikTok and Instagram, most of them are in-game ads.

This is also in line with TikTok’s product launch strategy, which is youthful, sinking, and entertaining.

According to data from ReportLinker on July 5, from 2021 to 2025, the global audio and video editing software market will grow at a compound annual growth rate of approximately 9%, an increase of US$1.97 billion.

What is the 9% compound annual growth rate? For comparison, it is also the forecast from ReportLinker that the compound annual growth rate of the global social media market from 2020 to 2021 is 8.2%, which is still affected by the epidemic. The entire global social media market will reach 308.96 billion U.S. dollars in 2025, with a compound annual growth rate of 32%.

In the final analysis, the plate of mobile video editing tools is still not big enough.

Especially for commercial monetization, it is even more difficult to monetize purely tool-based products.

Taking Xiaoying Viva Video as an example, VIP members can enjoy functions such as watermark removal and high-definition export. There are two options for monthly and permanent VIP. But this competitive advantage will still be obscured by a larger platform.

Because of the battle of the scale of the video platform, the most confident weapon is still the content supply, which is also the starting point for commercial realization. People will be affected by the flow of information and become more and more accustomed to expressing themselves with images, but high-quality content is actually relatively scarce.

Therefore, if major platforms want to make explosive products, they will definitely line up and set up several products that are tonality but not profitable for their “blood transfusion.” For example, Douyin’s matrix, in addition to “Cut Ying”, also has an advertising platform “Star Map” expert Pick project and so on.

So for editing tools, the moat of content is also a top priority.

On September 9, 2020, the short video platform “VUE” was acquired by Tencent at a price of nearly US$50 million, and it was an all-cash transaction. Immediately after September 30, Tencent launched “Second Cut”. The history is always similar. Toutiao acquired Faceu at the beginning of 2018 with a total transaction price of approximately US$300 million. Subsequently, Toutiao launched “Cut Screen” in May 2019.

Phenomenal explosive apps can’t escape the fate of being acquired, and the weapons of large platforms are becoming more and more acute.

It is difficult for vertical players with strong tool attributes to consolidate themselves, because once a giant platform enters the track, it is enough to defeat the lone wolves. This can be seen from the original Vlog community, VUE with a very Vlogger personality, and Faceu, which focuses on selfie special effects-their souls have become one of the main products of the acquirer.

A single editing app cannot be used alone, and the only way out is to sell it to spoilers. For content giants, whether it is in the consideration of a rich product matrix or a comprehensive attack on the content ecology, video editing is always a link that cannot be ignored.

Posted by:CoinYuppie,Reprinted with attribution to:
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