2019 Video Editing App Overseas Expansion: An Inventory of User Preferences and Overseas Expansion Status in Various Countries

Chubao Big Data Research Institute found that being able to produce personalized content for social sharing is a typical feature of post-95 and post-00 users, which also allows them to quickly gain resonance in their social circles. At the same time, this type of application is also a highlight of domestic applications going overseas. This report will show the form, classification and hot market of video fine editing applications.

Note: In this statistics, "video editing applications" are applications with video editing as the main function. Video applications with social sharing as the main function are not included in the statistics.

With the development of 4G networks and short video communities, more users are accustomed to sharing their lives through videos, and these young users who pursue popularity also have higher requirements for the uniqueness shown in the videos. Therefore, the demand for barrier-free video shooting and editing tools is gradually increasing. At present, such tools are mainly divided into video download tools, beauty and other filters, video splicing, video deep editing, photo and video editing, etc., which are distributed in various stages of the video production process. For most users, directly adding filters and completing editing while shooting is the lowest time cost method and the current biggest demand direction. However, advanced editing tools can highlight personalization and show more unique visual effects and content, and users are more willing to pay for this function.

Like static image editing, whether it is a long video represented by Vlog or a short video, the main demand of video publishers is still to show themselves, so beauty filters are still the biggest demand, accounting for nearly 50% of the top applications. This type of application basically completes the editing while shooting, and it is easy to get started. For users who are not demanding or only have requirements for shooting tones, it is a cost-effective choice. However, if you want to present more trendy and unique effects, and make personalized adjustments to tones, music, rhythm, etc., this type of advanced content producers have higher demands. This type of application has multiple paid functions, and the producers are also willing to pay. At present, it is difficult for filter editing applications to make a differentiated moat, so providing users with deep editing tools is also a good choice.

Domestic applications for overseas markets have rich technical accumulation and localized operation accumulation in the short video industry, and the tool-based functions of video editing are also an area that domestic overseas teams excel in. The advantage of video editing applications is that their vertical groups are users who have higher requirements for video quality. Such users are more willing to pay for exclusive tools (filters, speed changes, effects, etc.), so they are more cost-effective. At the same time, since the purpose of using such applications is to produce content, they can also develop into production and communication communities, improve user stickiness, and increase more gameplay possibilities.

From a regional perspective, regions with more developed networks and more popular short video social methods have higher requirements for video editing. Smartphone users in India are mainly young people who are more interested in video presentation trends, so video editing applications are highly active. The short video industry in South America has emerged as a new force. Brazil also has a large young population. What they have in common with India is that they are happy to share their daily lives and are more interested in videos that combine singing and dancing. Different regions need to carry out personalized operations because users focus on different sharing platforms.

For video editing apps, the product attributes are more focused on tools. From the perspective of opening habits, users of the top 10 apps open them less than 20 times a week and use them for more than 20 minutes. They are frequently used but stay for a short time. Users still have more tool needs for such apps rather than content exploration needs. This is mainly because most users are accustomed to completing editing during shooting and sharing directly. But for video editing apps, they are not just functional applications, but also include content editing, output and even sharing, so transforming into a video community is a viable option. The average weekly opening time of the top 10 most active video editing apps in the world is relatively short, which also proves that users are willing to spend less time on video editing.

The mobile Internet in the United States is developing rapidly, with novel product forms and strong user demand for exploring new technologies. The recent rise of sharing daily life Vlogs is also a popular content dissemination model on Instagram, so American users are more familiar with various filters, stickers, background sounds and other tools, and are more active in deep editing applications. The content produced by such applications will be standardized after being welcomed by users, so that photographers can perform standardized editing with low learning costs. However, they prefer personalized processing methods that provide multiple options. Such effects may be used in static photography first, and then applied by video editing enthusiasts.

Users in Thailand pay more attention to entertainment-related applications, and their main demand for video shooting is to show themselves. They spend a long time watching short videos and videos. The large number of young female users makes them have higher requirements for shooting beauty videos. Brightly colored beauty filters and stickers are their mainstream aesthetics. Many domestic photography beauty applications have chosen Thailand as a key overseas field. This region is similar to the domestic culture, has a relatively young population structure, and is also the region with the highest overseas proportion among hot markets. Similar experience can be transplanted to other markets in neighboring regions. Relatively speaking, young users in Thailand do not have much demand for in-depth editing of their own videos, and prefer to process them with minimal time cost.

Indian users currently edit videos mainly through short video shooting and simple editing with tools in the community. They do not have high requirements for in-depth tools. The local short video community is also relatively developed and can provide users with simple editing functions, so there is not much demand for separate video editing apps. At the same time, due to the limited penetration of local smartphones and local preferences, compared to shooting a long video, they are more interested in editing the photos they took into a photo switching video with music. This type of application greatly reduces the difficulty of video production, does not require high network speed and mobile phone storage, and their preference for adding songs can also be realized here. The application has a wide range of applications in festive scenes such as birthdays and weddings.

As a tool for video sharing, video editing increases the uniqueness of users' content on the platform, provides users with various in-depth services, reduces the cost of video editing to a minimum, and provides trendy options for social sharing. Currently, beauty video editing applications are still the most widely used demand among users.

While short videos are going global in full swing, overseas video editing applications have also taken the lead. These applications provide users with personalized tools for video editing and have tool-like attributes, but they deal with user-generated content, in which users can perform personalized creations. Therefore, retention can be increased through the community. Users of these applications are also more willing to pay and have lower cultural barriers, making them cost-effective for overseas developers.

American users are relatively mature and are more interested in deep editing applications. They are used to exploring and are not very interested in simply applying filters. Therefore, they are more accustomed to paying for advanced features in applications, which is also reflected in their photography applications.

Thai users are very interested in video shooting, and beauty filters are popular in the local market. Users hope to change their image on social networks through filters. Thailand is also the region with the highest proportion of overseas video editing applications. This region is very interested in photography and video editing, and has a low cultural difference with China, making it suitable for overseas developers to try.

Indian users do not have a great demand for in-depth video editing, and mainly use editing applications on short video sharing terminals. This process is often completed while they are shooting, which greatly reduces the difficulty of editing and saves time. At the same time, the popular video editing method in the local area is static photo editing, and sharing photos through music videos.

Brazilian users pay more attention to music, so they pay more attention to the soundtrack of video editing. They are also keen on in-depth editing and pay more attention to collage videos. They have high requirements for the intelligence of mobile phones and the quality of videos.