Core Insights - The decline of short video traffic has led companies to face challenges of "high traffic but low conversion" and "no investment means no customers" in 2025 [1] - A significant drop in average short video views by 67% year-on-year and a material lifecycle reduced to 72 hours were highlighted at a recent Douyin service provider conference [1] Group 1: Industry Challenges - 90% of corporate short videos are deemed ineffective, resembling "invalid flyers" as the traffic dividend fades and algorithm rules change [2] - Companies relying on aggressive promotional strategies are becoming "digital refugees" within the platform ecosystem [2] - The collapse of business logic is not due to a decline in content creativity but rather a failure to adapt to new operational methods [2] Group 2: Content Strategy - Effective content must engage users rather than merely feeding algorithms; the first three seconds are critical for capturing attention [3][6] - High-quality content typically contains an average of 4.8 selling points, designed to resonate with users' lives [7][8] - The difference in engagement can be stark, as demonstrated by contrasting video examples that show how emotional engagement can significantly boost viewership [4][5] Group 3: Advertising Techniques - The essence of soft advertising is to eliminate the "sales feel," focusing on emotional connection rather than direct selling [15][18] - Successful campaigns have shown that transforming hard ads into relatable content can lead to substantial increases in viewership and engagement [17] - Companies are encouraged to adopt strategies that make consumers feel involved rather than being sold to, which can enhance conversion rates [21] Group 4: AI and Content Creation - The survival strategy in the AI era involves reusing successful content and ensuring that new material differs significantly from previous posts [22] - Companies must clear out similar content every 72 hours and ensure new content has over 60% differentiation from old material to avoid being marked as low-quality [13]