Core Viewpoint - The article discusses the challenges faced by companies in the short video industry as the traffic dividend diminishes, leading to a situation where businesses struggle with "high traffic but low conversion" and "no investment means no customers" [1][4]. Group 1: Current Industry Challenges - Companies are producing an average of 30 short videos daily, yet natural traffic is nearing zero, with monthly spending of 500,000 on traffic but ROI dropping below 0.5 [1][2]. - The average playback volume of enterprise short videos has decreased by 67% year-on-year, and the lifespan of video materials has shortened to 72 hours [2]. - 90% of enterprise short videos are deemed ineffective, likened to "invalid flyers" [3]. Group 2: Shifts in Content Strategy - The decline in traffic is not due to a lack of creativity but rather a collapse of business logic, as highlighted by industry expert Egg [5]. - Egg emphasizes that hard advertisements are designed for algorithms, while content should be aimed at human engagement [6]. - The transformation of short video content into a formulaic approach allows for precise traffic capture [7]. Group 3: Effective Content Creation Techniques - Key strategies for creating high-conversion content include producing quality materials, batch editing for derivative content, and crafting native materials that convert without paid promotion [10]. - The essence of hard advertisement is to "feed the algorithm," while the first three seconds of a video are crucial for viewer retention [14][15]. - Egg's analysis reveals that quality materials typically contain an average of 4.8 selling points, designed to engage users effectively [22]. Group 4: The Role of AI in Content Strategy - In the AI era, selecting the right topics is critical; low-follower, high-like videos serve as an optimal source for content ideas [43]. - Companies are encouraged to leverage AI not for writing scripts but for identifying potential viral content [44]. - The shift in Douyin's algorithm from "completion rate" to "collection rate" necessitates a strategic overhaul in short video approaches, focusing on native materials to build free traffic for live streams and soft advertisements [45].