Short video editing applications are booming in China. The country’s four major platforms had 582 million users in March, according to QuestMobile figures. This represents more than three quarters of the territory’s mobile Internet users, as an article in the Financial Times.
Mobile phone users in China have therefore appropriated this mode of expression to broadcast mobile videos on their daily life, tutorials or quite simply to consume it. And Chinese tech giants Baidu, Alibaba, Tencent want their piece of the pie. The latter have thus increased investments in the sector.
The Chinese tech giants are not new to the short video creation applications sector, but the success of the Douyin application (Tik Tok in Europe) seems to have revived the competition. Douyin allows you to create videos and broadcast them live. It is owned by the Chinese company Bytedance (also owner of Musical.ly). According to Sensor Tower, it was the most downloaded app on the App Store in the first quarter of 2018. It managed to attract 124 million monthly users in 18 months.
Video and artificial intelligence
The Chinese giants are reacting. Alibaba, for example, has just unveiled its Aliwood video creation tool in which it has injected artificial intelligence. This is aimed at merchants who use its Taobao e-commerce site. This editor pulls text and key images from a product page to create a 20 second video with music in less than a minute. Brands can thus use it to promote themselves.
For its part, Tencent earlier announced its intention to invest to strengthen its Weishi video application. As for Baidu, its video streaming service, iQiyi, raised $ 2.3 billion when it went public on the Nasdaq in March. The platform also uses artificial intelligence to cut its content into short videos suitable for use on smartphones. To see who owns the next big hit.