Does Tencent Microvision still have a chance in the field of short video? Why?

According to the media's "Three Sounds" report, judging from the application records of the App Store, after Microvision announced the suspension of service, it was updated three times in May, June and August this year, and the latest update appeared in August 18.

The update records show that Microvision was updated on May 17 this year after two years. The new functions include "10 second original blockbuster recording", "music show MV recording" and "lip-synching recording". The content on the web page has changed obviously. All the original short videos have been removed from the shelves and replaced by a huge poster that reads "official website is being rebuilt".

Many people are not familiar with this product that has faded out of public view for a long time.

Tencent Microvision is a short video platform developed by Tencent in order to share a piece of short video.

Tencent Microvision was officially launched in September 20 13. Located as an 8-second short video sharing community, users can log in through QQ and WeChat. In addition to sharing the short video, you can also share the content to WeChat friends and friends circle.

However, in 20 15, Tencent's strategy abandoned Tencent Microvision. At that time, Xing Hongyu, general manager of Tencent Microvision Products Department, left to join 58 cities. He Zhong, director of Microvision Operations, also transferred to a new product team within Tencent. Several working groups of Microvision Products Department were dissolved, and Xu Zhibin, the head of Microvision Open Platform (BD), also left to start a business.

Although Tencent held the "Yao Xing Vision Microvision Award of the Year" in Beijing 798 on October 30th, 20 15, after the Spring Festival, the personnel changes in the Microvision Products Department: After Tencent cancelled its Weibo business unit in July 20th14, it strategically abandoned Microvision. Microvision, like Tencent Weibo, will keep its basic functions offline, but from the perspective of Internet products, Microvision is dead.

Microvision is strategically abandoned for two reasons: First, the short video content is not valuable enough and attractive enough. Second, short videos are attached to social platforms and are very passive.

Also, at that time, the short video field ushered in a cold winter.

However, in 20 16, a big move suddenly broke out in the field of short video.

Take today's headlines as an example. 20 16, many short video practitioners said, "Today's headlines are the fastest and you can get money." But the premise of this sentence is that there is a huge traffic pool in today's headlines. Yes, the revenue depends on the flow.

The machine classification and unique algorithm mechanism of today's headlines make its precision marketing particularly good. Although machines do not understand and control texts as well as people, technology converts texts into digital codes. After hot spots appear, the machine immediately judges the production cycle time of hot spots.

Tencent's own traffic is not big? The answer is yes, this flow can only be described as huge. The success stories in today's headlines show that the spring of short video seems to be coming. Tencent, a product-oriented company, will naturally not give up every field where it can easily play its value.

As a short video application developed by Tencent, Tencent Microvision announced that it would stop serving in March this year (20 17). But it didn't actually officially quit the stage. Even though micro-vision was not successful at that time, Tencent's ambition in the field of short video has not been erased.

For Tencent, which started with socialization and took products as its core, short video, a new generation of social form, is destined to be an unavoidable field. Although there are competitors like Facebook, Twitter and Sina in the same field today, Tencent is not a latecomer.

Tencent, which will not sit still, has already taken action. Tencent's first step is to invest in faster Aauto and gain a place in the short video industry. The second step is to develop your own products. According to media reports, Tencent is testing the new social application QIM, which is also considered as "the fourth generation social application of Tencent".

Online transmission, the chat function of the application is relatively weakened, but the video shooting function is greatly enhanced, and filters, music, beauty and other effects can be added. If launched, QIM will indeed become another subversive product developed by Tencent.

However, according to the report released by Aurora Big Data in July, Aauto Quicker, Mei Pai, Secondshot, volcano video, Tik Tok and watermelon video occupy most of the short video market. Aauto Quicker takes the lead with a penetration rate of 17.5%, Meipai ranks second with a penetration rate of 4.3%, Watermelon Video ranks third with a market penetration rate of 3.7%, Tik Tok and Volcano Video rank fourth and fifth respectively. Therefore, if Tencent wants to return to the short video field, it needs some careful thinking.

At present, Tencent has not given any response to the rumors of micro-vision "resurrection". However, there are indications that Tencent is about to make a comeback in the field of short video, and Tencent may not be able to pull back a city in the field of short video.