The premise that the “label” goal can be established is that the team has accumulated its influence and resource integration ability through the podcast content.
“Sound economy” is no stranger to everyone, but for most people, it is born out of English PodCast The content form known as “podcast” in China may still be a strange word.
Although it sounds “too small”, in fact, the domestic independent podcasts are not new things that have just emerged. In addition to the fact that a number of high-quality Chinese podcast content brands have been produced in the market, they have recently cooperated with In the second season of the show, Xiaoguo Culture also launched the podcast program “Workshop Interview”.
The “Da Nei Tan Tan”, which was founded in 2013, is the earliest independent podcast program in China. is positioned in the pan-cultural pan-interest theme with music as the core. In the year of its creation, he won the “Apple’s Official New Podcast of the Year” award.
At present, there are more than 700 issues in the “Da Nei Mi Tan”. According to the data provided by the team, the number of listeners exceeds 30 million. The number of listeners in each period will reach 3.5 million in two weeks.
Although it has been established for 6 years, the commercialization of the private talks has only just begun in 2017. The founding of “Da Nei Mi Tan” originated from the personal interest of the founder Xiang Zheng himself outside the main job. For the core founding team, the choice to commercialize “Da Nei Secret” is actually bet on the podcast. Or, more specifically, the high growth in audio content consumption.
Sounds will be the next stop for content consumption, and podcasts are “people” businesses
After the acquisition of the two podcasting companies, Gimlet and Anchor, Spotify, which started with music consumption, boldly predicted that consumers would listen to Spotify over time More than 20% of content will be non-music content.
Reviewing the domestic, as we mentioned at the beginning of the article, the audio content consumption represented by “Podcasts” is still a small audience. For example, 90% of the listening in the big talks occurred on Apple’s native app “PodCasts”. The concentration of the audience is extremely high. The podcast integration application Castbox’s founder also told that because the United States is “the country on the wheel”, there is a whole time for individuals to complete the content consumption, compared to the domestic, user time is more fragmented.
For this, the founder of the big secret talkThe relationship and CEO Miya’s point of view: the extension of commuting time for urban people and the popularity of tws headphones are all external drivers of audio consumption. In addition, the growth of platforms such as Himalayan and Litchi FM, and even the development of knowledge payment, are actually in the education market. Helped to cultivate the habit of “listening to content”.
As for “time fragmentation”, it is a requirement for “production according to local conditions” in content production.
All in all, the big secret talks: sound will become the next stop for content consumption.
The Sixth Anniversary of “Da Nei Secret” Vlog
Miya’s understanding of podcasts is that sound is a content of strong emotional attributes, and podcasting is a “person” business, so the development of the whole secret dialogue and business planning are also the key to “people”. Word expansion.
The attribute of “person” is reflected in the strong author IP attribute of the podcast at the production end. For example, for the early big audience, the core IP must be the same as the other anchors, The other podcast content on the market currently has such characteristics, such as behind the “satisfaction” The “personalization” of Zhang Yuyu and “Yousidi” comes from Li Siwen, Xue Xianliang and Hummer.
In essence, the “author IP” here represents the vertical and professionalism of a certain podcast program in the content direction, and because the early podcasts are mostly individual creators, they will become explicit one. “Personal IP Attributes”.
As with all content startups, this is actually “two sides of the coin”: the content is unique enough to be a necessary condition and advantage for a podcast program to stand out in the early days, but for those who want to go commercial and go to the general public. For content producers, there are challenges in terms of content setting and content production efficiency.
More specifically, the questions they actually need to face are: how to balance their “tonality” and continuous “out of the circle”, attract more audiences, and ensure that core fans do not lose.
Commercialization: Focus on user group stickinessSex, will be ‘sinking’ relatively carefully
For the above mentioned question, Miya’s view is that, first of all, music is a universal consumption, so for most people, the content of the big secret talk does not have too strong threshold and circle. Layer attributes, in addition, in the content production, the team will also value the “dry and wet ratio”: the balance between professional content and consumer talk.
The other side of commercialization is that for the big secret conversation, it is necessary to produce content at a higher frequency and more systematically. For example, in the face of the commercialization of podcasts, Miya also mentioned, “For the guest creator, if you want to professionally in this matter and consider commercialization, then in addition to ‘self-expression’, you need to consider whether you can Systematic content production.”
At the same time, Miya also told that good content must not be produced through “modeling”, but from the perspective of the team’s commercialization leader, she will try to use data feedback from different channels in addition to emotional content. To abstract out the different content module logic and positioning, to the creative team for reference, “commercialization team does not interfere with content creation, more is to help creators to better understand market demand and feedback.”
For example, within the community of the big secrets, the audience called “an international vision and curiosity” will participate in, assist and support the development of new content.
In addition, as the audience of the audience expands, the core users are “diluted” and the team must obtain feedback through more intuitive data, so Miya tells the team to value the “end rate”, now In the stage, the content of the content is 80%.
The most important point is that “the big secret talks are relatively ‘sinking’.”
Overall, the big mediation is currently undergoing commercialization. Other content startup teams are basically similar: paid content, advertising, e-commerce, and offline activities. Among them, advertising accounts for a relatively large part.
Because of the particularity of audio content consumption, podcasts are actually more suitable for brand advertising than performance ads. The Ouchi Secret Service provides services based on the planning capabilities and content capabilities of the series. For example, in the cooperation with Beats, the company talked with the brand and launched a series of programs, “The Birth of a Song,” by entering four groups of music producers (Danzhen Beijing, Houhai Shark, Tour Group, Mars Radio). ) Studio, the way to disassemble the music creation process in Live.
Miya mentioned that in the realization of advertising, the channel value brought by the accurate user group is the last step.
Da Nei talks about the e-commerce project “Night Market”
Therefore, as for e-commerce and offline-related community-related activities, Miya seems to be more “to complete the dialogue with the audience.” Because the sound medium is one-way, it is possible to realize interaction with real audiences through offline activities or e-commerce attempts. It helps the team understand what can be seen between the big secrets and the audience. The viscosity and the impact on the latter.
Return to the “cautious sinking” mentioned above: for the big secret conversation, the user group stickiness will be higher than the overall number of users.
Goal: From content production to creative platform, be a “new culture label”
In addition to the realization of advertising, the team started the new direction of “cultural and lifestyle label” from May this year, and launched the music label “Midnightakes”.
The word “factory card” stands for: The inner secret talk is extending from a producer of content to a “platform”, and the positioning of “lifestyle” also shows that the team has the confidence to actively develop around the music theme, Incubate the content of the pan-interested life of young people, while looking for new forms of bearing beyond the sound content. The premise that the “brand” goal can be established is that the team has accumulated its influence and resource integration capabilities through the podcast content.
Lost in Phú Quốc Lost in Phu Quoc Island album cover
The new music brand creation plan “Midnight Odýsseia” is the first attempt.
In May of this year, Ou Nei secretly released the music work “Lost in Phú Quốc Lost in Fuguo Island” by electronic music person Ma Haiping. The background of “Lost in Phú Quốc Lost in Phu Quoc Island” is that the big secret talks and Ma Haiping share the sameAdding the Epizode Music Festival in Phu Quoc, Vietnam in 2018, Ma Haiping completed this completely free independent creation based on the sentiment and sampling of the itinerary, and then published and disseminated it through the inner secret.
Also noted that in the Douban Music homepage of Lost in Phu Quoc Island, one comment was “Large” Inside secret talk, aesthetic vane.”
In addition to doing more trials and services at the creative level, in the future, the team will also consider landing and “sound” related offline sections.