Research On Cooperation Relationship Between Short-time Video Platforms And Creators

Short-time video industry started to developing rapidly in 2017.The author had the chance to enter the TouTiao short-time video platform for a five-month internship last year.There the author deeply appreciated the cutting-edge development of this industry and carried out a series of research activities.Two kinds of research methods are used in this report.The first is questionnaires.Second is interview.By conducting a series of investigations on practitioners of short-time video industry,collate and analyze the present conditions of the industry and the information provided by the creators,to show the construction of cooperative relations between short-time video platforms and creators clearly.By summarizing the industry,this report divides the current cooperation strategys into five dimensions:material incentives,influence/self-expression satisfaction,establishment and maintenance of relationships,satisfaction of self-growth,recognition of status and achievement.The questionnaire was designed based on these five dimensions and was conducted through the official channel of the Toutiao platform.Eventually 206 valid questionnaires were collected.After analyzing the results of the questionnaire survey,we obtained the following information:(1)Most creators are fancy with the TouTiao's traffic and influence,actively choose to join this industry,(2)group media and the waist creators are more satisfied with TouTiao platform,and(3)the creators group of more than 50 people and those Long-tailed writers with monthly traffic below 10W are more concerned with traffic,and(4)head creators are less satisfied with TouTiao and are more concerned with their status.According to the preliminary information collected from the questionaire,the author conducted in-depth interviews and telephone interviews with the platform practitioners.The interviewees included two TouTiao's staffs and three creators of different developed levels.Telephone interviews were conducted with 188 interviewees.The creators above the waist involved a total of eight content areas and eventually got the following information:(1)Toutiao relying on algorithms and Weibo relying on social relationships are currently the two most stable platforms in this industry.(2)The various welfare policies of Tencent have a relatively larger temptation for the head creators.(3)The creators of the "3 farming" field have extremely high loyalty to TouTiao.(4)The income of the creators differs greatly,and they generally have the expectation of traffic monetizing.Summarizing the surveyed information and the author's industry practice,relevant suggestions for the development of TouTiao short-time video platform and creators were proposed at the end of this report.