Douyin and Tencent Video reached a cooperation, witnessing the historical moment

Recently, after a long tug-of-war, Douyin and Tencent Video seem to have finally reached a new round of consensus on short video editing and other aspects. What are the specific aspects? What impact will it have on the future development of both parties? Let's take a look at the author's point of view.

April 7, 2023, according to the official news released by Douyin, after a long tug-of-war between the two sides, Douyin and Tencent Video seem to have finally reached a new round of consensus on short video editing and other aspects.

According to the announcement, the cooperation between the two parties will explore aspects such as the joint promotion of long and short videos and secondary creation of short videos.

Tencent Video will authorize Douyin to use its long videos with the right to disseminate them on the information network and the right to sublicense, and will clarify the secondary creation methods and publishing rules.

In the future, users of Douyin Group's Douyin, Xigua Video, Toutiao and other platforms will be able to re-create these works.

The cooperation will provide full guarantees for the creation and dissemination of high-quality short video content and create a better user experience.

01 From "competition" to "cooperation", it will become more common in the future

Looking further, on July 19, 2022, iQiyi and Douyin Group reached a cooperation agreement. The two parties announced that they will explore the secondary creation and promotion of long video content in the future.

IQIYI CEO Gong Yu described the cooperation as "an important step for both parties to respect and protect intellectual property rights and explore win-win cooperation, which is of milestone significance."

This time, the cooperation between Douyin and Tencent is obviously of great milestone significance.

In fact, the competitive landscape among large Internet companies is gradually changing, evolving into "joint cooperation" in some areas.

A senior figure in the marketing circle who was previously interviewed by Morketing said that the cooperation between large Internet technology companies will become increasingly close this year, especially when the rapid expansion model of the Internet in the past does not work. It is almost inevitable to transform the past direct competition into a competitive cooperation model in the "imperial frontier". That is, the model of large platform cooperation and joint promotion is becoming more and more common.

What's more, this year each platform is seeking ways to reduce costs and increase efficiency to improve profitability.

This cooperation will also reduce unnecessary costs by sharing each other's resources and complement each other's strengths in content production and copyright protection.

Douyin can obtain more high-quality content resources by cooperating with Tencent Video and provide users with more choices; while Tencent Video can cooperate with Douyin to promote new dramas originally on the platform to Douyin, increase the exposure of the works, attract audiences from clips, and eventually come to the platform to watch the full version of the content, thereby increasing ratings and advertising revenue.

02 Century Reconciliation?

Of course, many practitioners in the relevant industries called this cooperation the great reconciliation of the century, but strictly speaking, the cooperation between the two parties was not without trace.

According to the Nandu Big Data Research Institute under the Southern Metropolis Daily, since the beginning of 2022, there have been at least five "secondary creation" collaborations between various platforms, from Tencent Video repeatedly licensing multiple drama content to short video creators to Douyin and Tencent Video joining hands. As the video account gradually grows, Tencent Video naturally does not need to hold on to Douyin.

Looking further, the cooperation between the two sides can also bring the following three benefits:

1. Expand the user base

The main user group of Douyin is young people aged 18-24, while Tencent Video has a wider user coverage, including middle-aged and elderly people and family users.

The cooperation between the two platforms can achieve complementarity and integration of user groups, and improve user stickiness and usage frequency. For example, the short video content popular on Douyin may not be suitable for middle-aged and elderly people, but through cooperation with Tencent Video, some content suitable for this age group can be imported into Douyin, attracting more users to contact and use short video applications.

2. Promote the linkage promotion of long and short videos

The joint promotion of long and short videos is one of the rapidly developing trends in the short video industry in recent years. By combining long and short videos, the benefits and value of videos can be better promoted. For example, Douyin and Tencent Video can cooperate to release some long video content on Tencent Video and conduct flash short video guidance and promotion on Douyin to increase the viewing volume and user engagement of long videos.

3. Promote secondary creation of short videos

Looking further, perhaps with the deepening of subsequent cooperation, perhaps one day we will see that both parties will share the short video content on each platform, allowing video authors to conduct secondary creation and adapt the original content to create video content with more brand and commercial value.

For example, some brands can cooperate with video authors to integrate their own advertisements and promotional content into the original short videos, thereby achieving better publicity effects and commercial value.

03 Conclusion

In fact, secondary creation of long video content has long been considered an important means of promoting film and television series, and it is also an important means for short videos to maintain user stickiness.

In addition, many short video editors and operators have received relevant publicity cooperation requests from the drama party. Now with the connection between the two platforms, this kind of cooperation will inevitably become more and more common, and perhaps we will even see a more in-depth cooperation model one day.

Author: Morketing

WeChat public account: Morketing (ID: Morketing)