The chance for ordinary people to come back against the wind will appear once every 5 years:
Taobao in 2008,
WeChat in 2013,
Douyin in 2018
, and video number in 2020
For most people, the opportunity for Douyin has become less and less. The sudden appearance of the video number basically marked the arrival of the traffic bonus in the second half of the short video. Regardless of whether the future video account can form a good monetization ecology, it should be a video account. The advantage of personally entering the video account is: the threshold for short video creation has been lower and lower, and any ordinary person can quickly get started. And the disadvantage of personal video account lies in this. Once an organization or team with stronger resources and capabilities is gone, it is basically a spike.
- Traffic Black Technology: Data Service
What is the data service of the video account? To put it directly, it is based on the data optimization of the video number, such as likes, forwards, fans, etc. Now there have been large-scale brushing agencies, and the price of 1,000 fans ranges from 50-90 yuan. At the same time, because the video account itself has strong social attributes, some people started to try to brush likes very early to test the correlation between the number of likes and the system recommended traffic pool.
In general, the recommended traffic of the system brought by the amount of brushing is very limited, and there is currently no reproducible method of brushing up popular by brushing likes.
This type of business is not recommended for individuals, because it is an absolute gray product. The current regulations and platforms will not encourage the expansion of this type of data service, and in the past two years, there have been cases where scalping agencies were caught in a pot for breaking the law.
At the same time, the amount of brushing itself has a certain technical threshold, which is not something you can do if you want to. If the video account has no realizable value, except for fools, who would spend money to buy it? - Realizing Evergreen Trees: Video Number Training
The most dynamic and realizing ability in Douyin is not to engage in MCN, union, or even live broadcast.
Instead, do Tik Tok training.
The vibrato's outlet changes too quickly. From the initial porter number, face value number, and plot number, to later dou+ with goods and live broadcast, there will be a big change every two months. If the chasing outlet is not good enough, it is very possible to lose money, but the same thing is that the training has been making money!
Low cost, many customers, high profit. This is still very similar to the development of official accounts. Even based on the training of the official account, the industry of "payment for knowledge" has been developed separately. The earliest payment for knowledge was to teach people how to make an official account.
Training is of course also one of the vane services of the video account. When the video account just came out for two to three months, various video account-related courses have appeared. Although the content is relatively shallow, it does not attract users from Douyin. Many people in the WeChat ecosystem may not have done Douyin before, and the basic idea of the video account is very close to the official account. With the wealth-making effect of official accounts ahead, a large number of former official account practitioners still have a very strong need for quick access to video accounts.
3. Intermediate format: media. The
last wind vane track: media. The role of the media is mainly to connect brand advertisers and creators. There are already some video media, but the obvious problem is that most brand advertisers are currently on the sidelines and do not intend to enter the market immediately.
There are two reasons for this:
On the one hand, the proportion of brand advertising relative to performance advertising has continued to decline in the past two years. Especially under the impact of the epidemic, the sudden rise of live broadcasts has made advertisers in the consumer market more inclined to spend the same amount of money and generate stable and predictable income.
For brand advertising to be effective, money must be spent to a certain extent.
On the other hand, it is the problem of the creator of the video account. Even now, the ecological quality of the video account is still not too high. A large number of creators still use Douyin as their main battlefield, and the video account can only be used as one of the content distribution channels. Brand advertisers prefer accounts with unique content, beautiful graphics, and stable data.
4. grassroots creators: Content Flow
Compared with the current institutionalization of Douyin, WeChat has always been a very friendly platform for ordinary people. Many of the public account entrepreneurs I know can earn more than 10 million in a year. In the past, he was the only one in the entire company.
Gong Wenxiang claims that the company has only 5 people and its annual profit can reach 50 million. Single-handedly, you can also play in WeChat.
The main reason is that the social communication power of the WeChat system is too strong, and the monetized ecology is relatively more diversified. It is foreseeable that live streaming will not be the only monetization mode in the video account ecology. This will be more beneficial to the individual creators. After solving the problem of relying on the cold start of private domain traffic, creators with sufficiently high-quality content do not have to worry about the problem of traffic. After all, the traffic distribution of video numbers is social recommendation and algorithm recommendation is two paths in parallel.
The video number should be a long-term battlefield, and the realization will not be so fast. However, as long as a certain degree of fan size and stickiness are formed, the realization cycle will be longer than that of Douyin. For individuals, the video account is still the most worthwhile platform, and there is no one.
5. Content MCN: Video Number Broker
Starting from the beginning of 2019, content-based MCN ushered in a wave of small peaks in the advertising business. Some brand advertisers have migrated from WeChat official accounts to Douyin, and short-term large-scale launches have greatly increased the revenue of content-based MCNs with a huge fan base.
The operation of MCN generally has two modes: self-incubating talents and signing grassroots talents. If the relationship between MCN and Daren can only be maintained on the basis of basic commercial advertising, then the relationship is very fragile. In particular, the expert believes that MCN cannot bring better development to him, but only to squeeze short-term value, he will abandon the MCN institution without hesitation.
Therefore, the core of content MCN is to be able to continuously and stably produce high-quality content. This model is very suitable for the cross-platform operation of MCN that has formed a certain scale in Douyin. Whether it is content production capacity or advertising business resources, such organizations have their own advantages.
Therefore, the video account brokerage business is difficult for ordinary people to enter the game, and the barriers are low, so it is not particularly recommended.
6. WeChat main force: content + knowledge payment/education
Who is the biggest advertising father of WeChat official accounts in the past two years? It must be an online education company with K12 education as its mainstay, including learning with someone, one-on-one with a head, and thinking while learning. Since 2016, basically every company has to put a huge amount of advertising on WeChat official accounts.
In addition to K12 education, a new industry developed by the WeChat system, payment for knowledge, is also the most important monetization model for many official account entrepreneurs. For example, the predecessor obtained is Luo Zhenyu's personal public account-Luo Ji Siwei, which is about to go on the market now.
The online education market is really too big, and now it’s a very fast-paced era. Whether it’s the K12 training institution that mainly focuses on exam-oriented education, or the vocational training or knowledge payment that focuses on personal enhancement, they have done a lot on the WeChat official account. Good precedent.
After the arrival of the video account, institutions that used to pay for knowledge and online education have another source of traffic. Currently, in the field of video accounts, many educational accounts for teaching English and mathematics have been seen, and the data is not bad. In addition to the content of these vertical categories, you can also consider the personal growth category. This kind of content has a low professional threshold, and the later realization effect is also very good.
If you are just starting to make a video account, and you have not had the foundation of an official account before, it is difficult to get started in this field. The main reason is the lack of monetization terminals and the lack of private domain traffic to start. The most suitable is the entry of entrepreneurs who have a certain fan base in the previous official account or have a private domain traffic basis.
7. Efficient e-commerce model: paid traffic + live broadcast conversion
video account ecology, it can be expected that it will be much more open than Douyin. Compared with the popularity of live broadcast e-commerce in Douyin, the basic setting of WeChat video account in e-commerce is very immature. The biggest reproducible bonus of Tik Tok this year is to distribute through feeds and bring traffic to the live broadcast room for conversion.
It will take time for this model to run through the video number. The main reasons are:
-Lack of traffic buying tools: It is understood that there will be no traffic buying tools similar to Douyin feed on video accounts in the short term. The current video number heating function is mainly positioned for brands. Moreover, the data of the heating test of the video number is very poor, giving a large amount of display, but the playback unit price is very high.
– E-commerce supporting facilities are not perfect: The current state of small stores is very primitive, although Douyin stores are often complained about their functions, but fortunately they are stable. I listened to Liu Xiao’s live broadcast the night before and when the peak number of online users was about 20,000, the store’s product details page was already stuck. Of course, this area is definitely the focus of optimization, and it will not be too far away from the time point of stable use.
It takes time to verify whether the paid traffic + live e-commerce model can run through the video account. But for most ordinary people, even if this mode runs through, it is difficult to enter the game and grab the meat.
8. Community Taoke: Private Domain + Live E-commerce
After observation and testing, the most important things that have been determined so far are: Private domain traffic plays a vital role in the cold start and realization of video numbers. As mentioned at the beginning, a certain video account's big V preheated through the WeChat group in advance, and combined with group fission, it can carry more than 1.8 million goods in the live broadcast room. The key point is that she has enough private domain traffic.
If the video number is to be cold-started, private domain traffic is also essential. Why does the video account now have a lot of content that seems to be particularly liked by middle-aged and elderly people? It is precisely because the middle-aged and elderly people like to share this type of content.
If you plan to make a video account, here are some suggestions:
- Establish a private domain traffic pool in advance, both WeChat official accounts and WeChat personal accounts are fine, the more the better;
- Think about your monetization positioning, whether to bring goods, pay for knowledge, or divert to private domains to monetize;
- Think about your content positioning, whether your content is liked by your target users, this is the most critical point for content.
- let's move!