疲惫618 中长视频接住了一波红利

This article highlights that mid- to long-form video has emerged as a new content and marketing dividend following this year's 618 shopping festival, bringing new opportunities for both everyday users and creators. Key takeaways are as follows:

1. For shopping research: Short-form fast-paced marketing has left audiences fatigued. When shopping for high-ticket, high-consideration items such as premium home appliances, professional skincare, or outdoor gear, users are advised to prioritize 3-10 minute mid- to long-form review, educational and scenario-based content. This type of content is more authentic and professional, helping users fully understand product details and avoid bad purchases.

2. For content creation: Bilibili, Xiaohongshu, Douyin and WeChat Channels are all offering traffic and financial incentives for mid- to long-form video. Creators can capitalize on this trend and leverage AI tools to cut production costs. Content that previously took a team several days to produce can now be completed by one person in just over 10 minutes, cutting costs by more than 80%, lowering the barrier to entry for ordinary people to earn income from content creation.

The consumer market has restructured, and mid- to long-form video has become a new growth track for brand marketing that aligns perfectly with brands' core needs for marketing and trend alignment. Key insights are as follows:

1. Shifts in consumption and marketing trends: Consumers no longer participate in major shopping festivals to stock up on low-priced goods. Instead, they prioritize products that improve quality of life and fit their new lifestyles, and reject gimmicky marketing. They now value authentic, professional content, and marketing competition has shifted from a race for speed to a race for depth. Mid- to long-form video is particularly well-suited for building interest in high-ticket categories with long decision cycles.

2. Proven, replicable marketing tactics: Leading brands with blockbuster products can release standalone, fact-based review videos. Some brands have already achieved a ROI of over 100 on a single video, driving tens of millions of yuan in sales. Most brands can adopt a closed-loop strategy of "top KOL buzz building + mid-tier creator reviews + KOC seeding" that combines mid- to long-form video, livestreaming and short dramas, where immersive content drives stronger conversion.

3. Key caveats: Small and medium-sized brands should not rush into large-scale investments. They can start by using mid- to long-form video as a secondary seeding channel, leveraging AI to cut costs, and avoid risks including AI content homogenization, false claims and copyright infringement that would erode consumer trust.

Mid- to long-form video marketing has become a new growth opportunity from major promotions, and sellers of all sizes can find a suitable strategy for their business. Key takeaways are as follows:

1. Market opportunity assessment: Major platforms are doubling down on the mid- to long-form video track and offering extensive traffic and financial incentives. Mid- to long-form video delivers extremely strong seeding results for high-ticket categories with long decision cycles, including electronics, home appliances, professional beauty products and premium baby care. Top sellers have already achieved a ROI of over 100 on a single video, driving tens of millions in sales. This is an emerging blue ocean of incremental growth.

2. Practical layout recommendations: Mid-sized and larger sellers of high-ticket goods can integrate mid- to long-form video into their core marketing strategy, adopting a combined approach of "short-form video for customer acquisition and exposure + mid- to long-form video for trust-building through seeding", which grows brand equity while improving conversion. Constrained by limited budgets, small and medium-sized sellers should avoid unfounded large-scale investments. They can leverage AI tools to cut production costs, run small-scale tests, and use mid- to long-form video as a supplementary seeding channel.

3. Risk warnings: Sellers need to guard against homogenization, false claims and copyright infringement caused by mass AI-generated content. Low-quality content erodes user trust in mid- to long-form video overall, and will harm a brand's long-term conversion performance.

The rise of mid- to long-form video marketing has brought new business opportunities and insights for digital transformation to manufacturing factories. Key takeaways are as follows:

1. Shifts in product design and development requirements: Modern consumers pay more attention to authentic performance, detailed experience and professional quality of products. Successful mid- to long-form seeding requires products to have demonstrable differentiated advantages. When developing and designing new products, factories can highlight testable, performance-driven differentiators to adapt to the needs of mid- to long-form content seeding and distribution.

2. New business opportunities: Mid- to long-form video is naturally suited for high-tech, high-ticket categories including premium home appliances, smart home devices and professional outdoor equipment. Factories producing these products can capitalize on the mid- to long-form seeding dividend, build their own brands directly through content platforms, shorten intermediate distribution links, and capture higher profit margins.

3. Insights for digital transformation: Factories can leverage AI tools to cut content production costs, build in-house content teams, regularly release mid- to long-form content to communicate the technical advantages of their products, build consumer trust, advance their own e-commerce and digital transformation, and reduce dependence on third-party distribution channels.

Mid- to long-form video marketing is in a period of rapid growth, generating extensive new industry demand and fresh business opportunities for service providers. Key insights are as follows:

1. Industry development trends: China's mid- to long-form video user base has reached 752 million, hitting a new high since 2018. Users are primarily young, highly educated groups with growing commercial value. Major platforms are accelerating their layout, and brand demand for mid- to long-form video marketing is growing rapidly. The overall track is in a phase of incremental expansion.

2. Core client pain points: Brands face three key pain points: First, small and medium-sized brands cannot afford the high production costs of mid- to long-form video, making it difficult to produce content at scale to match the frequent update cycle of major promotions. Second, traditional placement relies on manual experience, leading to blind topic selection and audience targeting, and inconsistent conversion results. Third, the proliferation of AI content has created homogenization and copyright infringement risks that can damage brand reputation.

3. Strategic directions for solutions: Service providers can build targeted offerings. On one hand, they can develop AI-powered mid- to long-form video production tools or offer custom content production services to help brands cut costs and improve efficiency. On the other hand, they can offer placement optimization services that leverage data capabilities to improve conversion for brands, and add content review services to help brands avoid copyright infringement and homogenization risks.

Mid- to long-form video has become a new core competitive track for content platforms. Below is a summary of strategies used by existing players and key risks to avoid:

1. Core merchant demands from platforms: Merchants want platforms to provide traffic support for mid- to long-form content to lower the cost of mid- to long-form marketing, while opening up compatible transaction links to meet conversion needs after content seeding.

2. Proven effective strategies from leading platforms: Bilibili adjusted its algorithm weights early on to allocate more public domain traffic to in-depth content over 10 minutes, and launched an open-loop strategy that allows merchants to redirect users to external sites for conversion after seeding, driving growth in both advertising revenue and creator income. Xiaohongshu offers a mix of funding and traffic incentives, providing creators with support packages worth up to one million yuan to attract new creators to the platform. Douyin has added a dedicated Douyin精选 channel, and WeChat allocates exclusive traffic to qualified mid- to long-form videos and added a new mid-form entry in its Kan Yi Kan discovery feed, all of which have delivered solid user growth.

3. Industry risks to avoid: Platforms need to strengthen content governance and crack down on homogenized, infringing and false content mass-produced by AI, to avoid damaging the "authentic and professional" user perception of mid- to long-form video and harming the long-term healthy development of the platform ecosystem.

The rise of mid- to long-form video marketing is a new industrial trend in content e-commerce that brings forward a host of new research topics. Key information is summarized below:

1. New industrial trends and mature business models: After the restructuring of the consumer market, promotional marketing has shifted from competition in speed to competition in depth. Mid- to long-form video is once again a core track for brand marketing, and major platforms are increasingly expanding their布局. AI technology has lowered the production barrier for mid- to long-form video, pushing mid- to long-form marketing from a niche segment to the mainstream. A complete business model has already formed: platforms attract creators and brands via traffic incentives to drive advertising revenue growth; brands improve conversion through mid- to long-form seeding; creators earn income through content support programs.

2. Emerging industry challenges: The industry currently faces structural uneven development: small and medium-sized businesses struggle to scale up their布局 due to cost constraints; mass AI-generated content has created issues including homogenization, false claims and copyright infringement, which could erode the "authentic and professional" perception that mid- to long-form video has built, leading it to repeat the fate of gimmicky short-form marketing. All these problems require urgent solutions.

3. Directions for future research: The transformation of the mid- to long-form marketing industry driven by AI, the differences in marketing effectiveness across product categories, and the evolutionary path of platform mid- to long-form ecosystems are all new directions worthy of in-depth research.