There is no second half for short video content entrepreneurship | kadal4d, judi kartu remi online uang asli, 29toto slot

150,000 fans = 700 yuan!

Yes, a Douyin account that has published 308 videos and has 154,000 fans is only worth 700 yuan.

This is what Xiangling asked in a short video training group. The owner of this Douyin account is planning to end his short video creation with 700 yuan.

If what I see is still individual cases, then let’s look at the data on the new list.

In 2016, statistics from the new list survey showed: "We-media people are under heavy pressure to survive and have a strong willingness to raise funds. Compared with last year, the overall income status has declined. More than 80% of people have an income of less than 10,000 yuan, and 70.8% of people have an income of less than 5,000 yuan." Among them, "among those with an income of less than 5,000 yuan, 62% of self-media practitioners in second- and third-tier cities account for 62%."

Continuing to look at 2017, the new list says: "What is frustrating is that the number of people with a monthly income of less than 10,000 yuan seems to have grown again. Last year, 80% of new media practitioners had a monthly income of less than 10,000 yuan. This year, 91% have incomes of less than 10,000 yuan."

In 2018, I haven’t found the industry average data so far, so I searched for the data that came out proactively:

This person has been working as a Toutiao account for more than half a year and has a total income of 88.34 yuan.

The creator of Baijiahao is very satisfied with the result of Baijiahao earning 30 yuan for 10,000 reads, and said that "the unit price is the highest."

Of course, thanks to the exposure of Penguin’s “Lulu Incident” a few days ago, we finally know the answer: The reason why we personal content creators are left empty-handed is because the platform’s billions of subsidies are often “plundered” by those account-making groups.

But what Xiangling wants to tell you today is that even in the field of short videos, which are more difficult to create, there are still "scraps".

For all short video content creators, increasing fans and monetizing are the two most important things. (If you make short videos just to look good, then I suggest you don’t watch them next). If increasing followers is the first half, relying on God’s will or hard work, then monetization is the second half. But for the vast majority of individual short video content creators (UGC) and short video content creation teams (PGC) below the waist, perhaps there is no fair competition from the beginning, and content creation does not leave you with the second half of performance time.

Subsidy: The public land of the platform has become the private leek garden of the MCN organization

Let’s start with the first monetization method: subsidies.

This is a conversation between Xiangling and the founder of an MCN organization that has always occupied the top five official MCNs for Taobao short videos. He said this after interviewing the top five short video MCN organizations in Changsha, Hunan.

Speaking of subsidies, you may think of these:

Tencent Weishi has a total subsidy of up to 3 billion yuan, with a maximum subsidy standard of 1,500 yuan for a single video; NetEase Cloud music short video section, a cash incentive plan of tens of millions; NetEase account subsidizes short videos with 1 billion yuan; at the Global Mobile Internet Conference on April 26, 2018, NetEase continued to disclose the platform’s short video support policy: “Ten thousand Vs V Plan" and "Ten Thousands of Fans Plan"; on January 25, 2018, Bilibili Weibo issued a "Letter to UP Owners", officially announcing the "bilibili Creation Incentive Plan"; UC Big Fish opened short video advertising sharing; Penguin's new talent plan expanded traffic support and optimized the content subsidy mechanism...

In fact, after the "Micro Vision was asked for salary by a master" that was exposed by the media, Micro Vision responded that there was actually no 3 billion subsidy. In other words, the actual amount of a good huge subsidy may be greatly reduced.

But more importantly, these subsidies have nothing to do with the absolute majority of UGC/PGC. Because in the field of short videos, there is a special word called head MCN, which is responsible for "earning" subsidies and "picking up wool."

As mentioned in the screenshot, Lychee Entertainment is an MCN that has successfully monetized its business by relying on subsidies. As far as Xiangling knows, the main job of Lychee Entertainment before 2019 was to contribute content to Weishi, and Lychee was the "trade union" in Weishi.

Because Weishi did not choose to recruit creators directly, but instead introduced a third party, the labor union, and all news was conveyed to the creators by the labor union. To put it simply, the trade union will sign a large number of amateurs who can create short video content, and then give them to the amateurs according to the standard of "the minimum subsidy amount for a single video ranges from 50 yuan to 140 yuan", and the trade union will then settle with Weishi. But because Weishi has not exercised good restraint and supervision over labor unions. In terms of short video subsidy standards, different labor unions have different subsidy standards. “Some labor unions even offer high prices when recruiting talents, but after the talents add V, they give another set of subsidy rules. "In the end, only the union makes money.

The ringing team also created three short video accounts to join Litchi Entertainment, and informed Weishi of the rule changes in various ways, but so far, they have not received a penny.

The four groups of people contacted by Ringing Bell all contributed "heads" and content to such a union, and none of them received any subsidies.

Think about it again, as the capital of culture and entertainment in Changsha, Hunan, only one of the top five short video MCN organizations relies on subsidies to make money.How can these small and medium-sized short video creation teams expect subsidies?

Well, we mustacknowledge the facts. This short video subsidy war is just enriching some people’s pockets.

Advertisement: The time is not yet mature, and it is actually very rare

Let’s talk about the second way of monetization: advertising. In 2014, Disney acquired Maker Studios, the originator of MCN, for US$500 million, but Disney later closed it. According to public reasons, the main business model of MCN in the United States is single and advertising-driven. Unfortunately, the advertising environment for short videos in China is even worse.

First of all, Only the top agencies in the top MCNs can live off advertising. As far as the Qianya video mentioned in the above conversation is concerned, at present, Qianya Video’s platform has a total of more than 30 billion views on the entire network and more than 200 million fans. It has signed contracts with more than 1,000 KOLs, including celebrities such as "Eat No Fat Girl", "Little Dragon's Magic", "Tadpole Mom", etc. Look at the titles it carries: Tencent Penguin’s first batch of top ten MCN organizations for in-depth cooperation, Tencent Penguin’s annual outstanding talent organization in 2018, Tencent Penguin’s top ten partners in 2017, Toutiao’s annual short video team in 2017, third runner-up in the 2017 Dark Horse Competition finals, short video organization of the year in the 2017 new list... There are several MCN organizations that can compete with them, so they can only rely on advertising to make a living.

However, Zhu Jia, the founder and CEO of Qianya Video, said in interviews: In the short video industry, “less than half of the people can make money, and 80% of the people who can make money rely on the platform to give you money. In other words, you have no ability to support yourself and rely on subsidies to survive.”

Secondly, the traffic of short videos is far from achieving the same advertising value as other content forms. For example, some media previously wrote that for the short video "Chen Xiang Six-thirty" with a single episode that exceeded 100 million online, the advertising company obtained a publication example that showed that "the advertising quotation for a single episode of the video was only in the range of 200,000," and the actual transaction price was sometimes much lower than this. The article also mentioned that "a social APP that I am familiar with purchased one of their programs for implantation. The current program's broadcast in QQ space was 50 million, and the data for the entire network should have exceeded 100 million. But the advertising fee is only 50,000." In other words, even if you have traffic, if you want to rely on traffic to sell ads, you still have to see whether your creative team's location, background, and business development negotiation skills are good. Have a lot of traffic and will definitely sell well.

Thirdly, there are still few investors willing to pay for advertising on short videos, and business owners have not yet developed the habit of advertising. In the previous interview, Zhu Jia, the founder and CEO of Qianya Video, also said that short video is an industry where hundreds of schools of thought contend. It is also a vacuum cleaner and an aggregation platform for powder traffic. However, “the survival status of this industry is not particularly good., I think it’s because people may not be able to release funds and advertisements for many brands in traditional fields, and may not pay attention to them. There are also reasons for short videos themselves. "Continuing to take the local MCN organization in Changsha as an example, the "coin-making ability" of "Beautiful Girl Xiaohui" with 13.28 million fans on Douyin owned by Xingyao Media is not as good as a KOL with hundreds of thousands of public account fans.

The last problem is also the biggest. Short video content creators will directly compete with the platform for customers. This is an eternal pain for content platforms. Weibo does not make money, Weibo Vs make money, WeChat does not make money, and WeChat public accounts make money; Zhihu Vs, Xiaohongshu experts, and even Douban celebrities are all competing for the platform’s jobs.

But short videos are difficult to deal with. For example, Douyin has built its own "Star Map Platform", which is said to be an intelligent trading and management platform for commercial content. It helps brand owners, MCN companies and celebrities/influencers facilitate content transactions, but isn't it just a housekeeper to manage the accounts? "We make money here, but you have to let me know." "Otherwise, the traffic will be limited. There are countless complaints about Douyin's large accounts being restricted for private advertising, and even being locked up in small black rooms. Moreover, "The Star Map platform requires top-up before selecting an account, which makes it impossible for many business owners, especially public relations companies, to implement it because they cannot request payment in advance, and it is hard to say how much it will be. "Xingling has created four vertical Douyin accounts of its own, which currently have millions of fans. When communicating with the company, the other party complained directly.

To sum up, advertising money is not easy to make.

E-commerce: It’s hard to make a fortune with goods, the price is a flaw

Finally, let’s talk about e-commerce, which means selling goods and growing grass. Content e-commerce was once regarded by brands, product owners, and channel platforms as the best way to solve the traffic crisis. Both Taobao and JD.com have launched short video modules, hoping to enhance user stickiness and guide users' shopping decisions by enriching product display formats.

But in reality, content e-commerce, especially short video e-commerce, is very skinny.

Let’s look at two actual cases:

In the communication with Huanling, this short video MCN organization, which is always in the top three in Taobao, only has 5 million in revenue a year. The rest can only drink soup or wait.

Another one has always been ranked among the top 50 grass-growing accounts within Taobao.

In addition to reduced commissions and traffic no longer tilted, whether it is UGC or PGC, there is only one word for content diversion in e-commerce: difficult.

The ringing team has already started to try (because if you don’t try, there is only a dead end. I heard that my colleague Nan Qidao has sold the short video business). Last week, we took advantage of the Audi smell scandal and tried it on our Douyin account "Zhou Jiling who talks about cars". The traffic has not changed much from usual. The product traffic is also okay, but there is no transaction. After a review and analysis of the reasons, it was found that the unit price of the product is too high, 499 yuan. For short videos to drive sales, it is basically difficult to drive goods worth more than 300 yuan. Short videos are still just a tool for entertainment and recreation. It is okay to sell toys that cost more than ten or dozens of yuan. For most grassroots accounts (rather than super traffic Vs, without strong user stickiness and trust), the price is a hurdle that cannot be overcome.

And the current sponsors who are willing to try Douyin advertising only want brand exposure, not sales conversion.

In short, as a personal short video content creator and a member of the short video content creation team from the waist down (that is, UGC and small and medium-sized PGC), Xiangling tells everyone from his own practice and interviews: It is still early to monetize short video content entrepreneurship.

So should we persist in our dreams?