Research On Content Operation Of Short Video Editing APPs

In recent years,the growth rate of the short video industry has slowed down,and the overall market has changed from an incremental blue ocean market to a stock red ocean market,so content supply has become the key to breaking the game at this stage,and short video editing APP has come into being as a content supply solution for the short video industry.As the starting point of content production and dissemination chain,short video editing APP has the characteristics of openness,collaboration and co-creation,and the wide range of user groups join to further activate the short video industry chain.Short video editing APP is both the content upstream of short video and an independent mobile application,and this composite attribute makes its content operation also show corresponding characteristics.The success of short video editing APP is due to the short video platform’s need for a large supply of quality content and users’ strong demand for expressing and recording a good life,which is the inevitable result of strategic adjustment of short video platform after learning from competitors’ failure under fierce competition;on the other hand,it is due to the productization construction and AI technology empowerment,which makes it upgrade to a highly efficient and intelligent medium.On the other hand,this upgrade can effectively improve the user experience.On the content production side,short video editing APP accommodates different content production modes such as UGC,PUGC,MGC,etc.Through the transformation of production mode,product process optimization,production tool efficiency,and expansion of creative resources,users can collaborate to produce and provide a continuous stream of creative content for downstream,which shows the overall characteristics of decentralized and shared production.On the side of content distribution,short video editing APP firstly opens the type of gatekeeper and adjusts the restrictions of gatekeepers,and secondly completes the distribution effect of thousands of people based on editorial recommendation,algorithmic recommendation,social connection,etc.,which shows the overall characteristics of everything can be connected and intelligent distribution.On the side of content realization,short video editing APPs directly realize around short video content and indirectly realize based on value-added services,showing the overall characteristics of value chain penetration and platform-based operation to obtain profit.By analyzing the three dimensions of short video clip APPs in content production,distribution and realization,it is found that they form a content operation mechanism of content value co-creation,platform advantage complementation and ecological win-win development.At the same time,short video editing APPs also encounter many challenges in their development.At the production level,there is a single guidance mechanism for creators;at the promotion level,the material distribution system is not perfect;at the realization level,the profit model is not sustainable enough and there may be a risk of realization.In the future,short video editing APP should do a good job of production guidance and reward mechanism,strengthen the community construction to enhance the ability of UGC distribution,and explore the chain of sustainable cash.