Video platforms in China grow into new social, content role: Tudou

Piracy and one-way consumption of content characterised the first five years of online video in China. “But, the second five years, starting from now, we realise some change has been born," Tsai said. "Which is that social media and the social networks has been really matured in this market.”

As users have become producers and editors of the content they enjoy sharing, so Tudou and the brands that wish to use it as a platform must evolve to suit the times.

For its part, facing the high cost of content from established television content owners, Tudou has moved into content production itself, even selling content it creates back to television broadcasters. 

“We realise that if TV stations can do a lot of long drama and sell it for US$2 million an episode, we can do it too,” Tsai said. One format that has proven popular and effective for brands is what Tsai termed a "micro-movie", a 12-minute, well produced story with high production values.

“This year, viral video has gone," he said. "Nobody is talking about it. What we think is that the age of viral video is past. Because the creation is very difficult.”

A very funny video is easy to create, he elaborated, but a very funny that also connects to a brand message is not easy at all. Some clients have produced great viral videos that don't deliver a brand message, and so prove fairly useless for the brand. 

"Clients now are crazy for micro-movies," he said. "It's a little easier to produce because you have a story to produce, and you can hire some talent, some stars. And you can embed your brand, more in a subtle way, in a smarter way.”

The user-envoloping environment, including PC access, mobile devices, and even outdoor displays, offers unprecedented opportunities for exposure. However, Tsai warned that brands need a clear content strategy and a good idea to take advantage, or they may as well not bother.

"Marketers spend too much money on viral videos, and marketing micro-movies," he said. "But the success showcase is really small." He advised brands that are unsure what they aim to accomplish to simply post their TVCs online and leave it at that.

“If you want to have a show that doesn’t piss off your users, you may have to sacrifice some of your marketing, your product placement," he said. "But this kind of balance is very hard to do.”

The content has to be natural and interesting, and that, by definition, is hard to produce, he added.

Brands should also be aware that users won't necessarily spread a video for them. In fact they may edit out your brand messages to make the video funnier or more entertaining.

Finally, Tsai urged brands to think beyond individual sites, and adopt platform thinking, using all the available social networks and media together.

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