Short videos are gradually becoming familiar to the audience, attracting users through live broadcast and making profits through page views. The first to rise is Aauto Quicker and Second Shot, followed by Tik Tok, Volcano, Watermelon and Microvision. Microvision is highly valued by users. However, due to its own and various factors, there are some problems in the development process, which need to be continuously improved in uniqueness, production methods, customer management, advertising, business model, public welfare values and so on.

[Keywords:] Microvision; APP competition; Operation mode; reform

First, the basic situation of Tencent Microvision

(A) understand micro-vision

Microvision APP is a short video of Tencent. Users can log in via QQ number, WeChat and Weibo, and share the live short video directly to QQ space, friends circle and Tencent Weibo. Dozens of stars such as Z.TAO, Liu Haoran, Yifeng Li and dimas have settled in Micro as their endorsements. Micro-vision video is fully realized under the conditions of video follow-up, lyrics subtitle, one-click beauty, music background and so on, and is shared with users based on 8-second short video.

(b) Microvision development

Microvision was introduced on 20 13, and then it was tepid. Until September of 20 17, Tencent began to attach importance to micro-vision APP and started a new short video strategy to make it participate in the short video war. High-quality content has increased the clicks of a large number of users, and the user traffic has steadily increased. By the end of 20 17, the number of short video users in China has increased to 242 million, and will reach 353 million in 20 18. Microvision has developed very rapidly in recent years. The online divine comedy "Little Apple" has aroused the enthusiasm of netizens. On Youku, netizens uploaded more than 2,000 adapted works, with a total broadcast volume of more than 20 million times. On the micro-vision, netizens from all over the world spontaneously uploaded more than 200,000 adaptations of Little Apple, with a total broadcast volume of more than 40 million times. Because micro-vision entered the user's field of vision in the later period, other short video platforms have occupied a weight in the user's mind. It is very difficult for micro-vision to change users and increase traffic to make profits.

(3) Microvision competitors

1 Tik Tok PK Microvision

Tik Tok's advantage is full-screen short music video, which later became a competitive imitation of other applications. Tik Tok is also different from other apps: First, it brings convenience to users, allowing users to find and watch it simply and conveniently, and the platform puts videos in the same city as users on the home page; Second, retain users through live broadcast; Third, with the participation of e-commerce platform, Tik Tok will play e-commerce products and click on the link to buy them to meet the needs of some users.

The function of micro-vision is mainly similar to Tik Tok, and the highlight of micro-vision is its channel page. The channel page classifies short videos, and the positioning is more accurate. Another outstanding point is to use the "Discovery" main page to display topic videos, which is convenient for searching videos.

2. Competitive situation

In the short video industry, the giants have their own side, the pattern is gradually clear, and the competition is gradually intensifying. In the short video APP, there is a saying in the industry that "Tik Tok North A Auto Quick", Tik Tok and A Auto Quick rank first in the industry, while Microvision and A Auto Quick are both owned by Tencent, ranking first in short video performance. For micro-vision, the content has not been fully developed, and short videos are mainly based on traffic and have no freshness. "Tencent's lack of content operation ability" has also become the industry's verdict on the death of Microvision and even Tencent Weibo.

3. Microvision operation mode

First of all, we will expand our influence by sponsoring popular variety shows such as China hip-hop and Everyday Up. Contact Creative 10 1 to have celebrity endorsements activate users. Through the likes, comments and sharing in the APP, users' loyalty can be increased and users can be more enthusiastic about micro-vision.

Secondly, with the establishment of marketing closed loop, micro-vision users use mobile payment, so the demand for services is getting stronger and stronger, and marketing behavior will also increase. At this time, marketing, advertising and purchase form a closed loop on a platform, and advertising stimulates desire to promote purchase.

One more thing, microvision will provide value-added services. Users have experienced value-added services by using Tencent's WeChat, QQ, space and music. Every day. QQ members, yellow diamonds, blue diamonds, etc. You can further experience value-added services. Users can better experience micro-vision through these value-added services. Considering the huge number of users of Microvision, it is also a step for Microvision to make profits through value-added services.

Second, the problems faced by micro-vision

(1) Microvision is similar to Tik Tok.

Most users think that micro-vision is a mode of learning Tik Tok, and it has not surpassed Tik Tok in function, page or other aspects. In fact, short videos are similar and inevitable, but micro-vision is regarded as different from Tik Tok, and attention and content are distinguished, forming an anti-user behavior APP. In the end, it backfired, resulting in a micro-vision function like Tik Tok, but the content and filter are not handled well, and what users want is. This kind of stereotyped video is easy to cause user disgust and visual fatigue.

(2) The audience for installing micro-vision software is very small.

Microvision was originally a short video production tool. As a tool for short video applications, it lowers the threshold for ordinary users to make short videos. If you use micro-vision to release video, you must download the micro-vision software App to upload and make it. Therefore, readers should also install the micro-vision App and pay attention to the account before they can watch it. If there is no platform to carry these contents, its function will be greatly reduced, at least the value to users and the commercial value of the tool itself will be reduced. After investigation, combined with the readers' own situation, there are few people downloading the micro-vision APP and few audiences.

Short video has a common problem, and the feedback effect is poor, and micro-vision is no exception. That is, after watching the short video, the user did not get a response after comments or appreciation. Over time, users will not like comments. How does microvision make a profit? Now that the video has been made, others will give some feedback. If you don't get feedback, you may fall short.

The content is chaotic.

The first is the filter problem. The halo feeling is poor, and the video color is too bright, giving users a colorful feeling. However, users appreciate simple, comfortable, fresh and elegant colors, so micro-vision does not accurately locate the user's psychology.

Secondly, there are some network celebrities in micro-vision, some of them are beautiful and refined, and some of them are "plastic freaks", which bring great contrast to users, and the live content is the same, which brings visual fatigue to users.

At present, micro-vision is playing in chaos, without a trace of logic. When users watch short videos and see places of interest, the next video will jump far away, which can't meet the needs of customers. Users can only refresh a lot and spend too much traffic and time on short videos. Although it is a good thing for users to spend a lot of time and traffic on micro-vision, after a long time, users will have visual fatigue and finally choose to give up micro-vision and micro-vision.