Who can dominate the new enthusiasm in the future? let us wait and see.
Editor’s note: This article is from the WeChat public account “Bird’s Notes” ( ID: niaoge8), author ink ink.
In the past two years, China has ushered in the era of universal Vlog. From the very beginning, Ouyang Nana, everyone now wants to be a Vlogger. As an imported product, Vlog first appeared in foreign countries. In 2012, the first Vlog appeared on YouTube, and it has been developed for 7 years.
According to Ai Media Consulting data, the number of Vlog users in China reached 249 million in 2019. It is expected that the scale of China Vlog users will continue to grow steadily in the future.
In 2018, when the vents were scarce, the major platforms seemed to see new hopes and began to enter the Vlog.
Weibo issued a Vlog call order on September 18, 2018. If we release more than 4 Vlogs within 30 days, we can apply to become a “microblogging Vlog blogger.”
In November 2018, the B station released the #30-day Vlog# challenge. On May 31 this year, the B station launched the “Vlog Star Plan” in addition to the 50 billion flow. Support, each month also took out a special bonus of 1 million.
On April 25, 2019, the vibrato couldn’t help but announced that the user’s 1-minute video permission was fully opened, and the “Vlog One Billion Flow Support Plan” was launched to encourage users to record their lives in the form of Vlog.
The giants are madly hunting, but Vlog has not stirred up too much water, but has faced many challenges.
Challenge 1: Making it difficult
Vlog is for the average person, there are certain before and after production.threshold.
In the early stage of production, I have to think about what to shoot. Officially started shooting, how to ensure the quality of shooting, not only test your skills, but also hone your patience. For a good shot, sometimes you need to shoot more than a dozen times.
In the later stages of production, it takes several hours to review the footage, cut the video, and subtitles for a few minutes. After uploading the Vlog, it does not mean that you can easily, because the traffic allocated by the major platforms to the prime account is less, you also get a comment on the comments.
For the platform, of course, I hope that more and more quality Vloggers will join, but it is not a small production threshold, but it is prohibitive.
Challenge 2: Content homogenization is serious
The common Vlog topics in China include food, travel, daily records, etc., from the stars to the amateurs, all in these areas. For the audience, the same content is much more, and it is easy to get bored. The star can still rely on the huge traffic and fan complex, and the situation of ordinary people is not very optimistic.
As Vlogger Sliven said, “You can’t think of yourself as a Somebody when you’re still Nobody. When you’re still Nobody, you have to repeatedly ask yourself what the audience is coming to see you?” Platform support The same is true, the interesting Vlog is one of the best, and the platform must consider how to help the creators break through the strange circle of content homogenization.
Challenge 3: Difficulties in realizing
Vlog is a product of “narcissism” and has a very strong personal color. If it is put into commercial promotion, it will inevitably destroy the true content of the blogger and impact the personal characteristics of the painstaking management. Therefore, Vlogger will cooperate with the brand. Subject to certain restrictions. Therefore, there is still a long way to go before the commercialization of Vlog. To change this situation, we need to rely on the help of the platform.
So whether it is vibrato, B station, or Weibo, what should be considered at this stage is how to attract more and more people to shoot Vlog, improve the quality of Vlog content, and how to bring revenue to Vlogger?
What efforts have been made to make these three platforms? What is different in content strategy? Let’s take a look at the four aspects of content positioning, content production, content distribution, and content realization!
Content Targeting
1, target user
1) Target user analysis of vibrato
According to the data of the iResearch App Index, the main users of the vibrato are the post-90s young people from the first- and second-tier cities. The gender difference in the use population is small, the male students account for 52.26%, and the female students account for 47.74%.
Image Source: iResearch Index
2) Target User Analysis for Site B
The age of B-station users is below 24 years old, reaching 43.73%. The users of station B are younger. According to Chen Rui, chairman and CEO of station B, the average age of platform users is 21 years old, and the average number of new users in 2018 The age is 19.8 years old.
The majority of users at station B are college students and newcomers who have just stepped into the society. They love ghosts and animals, and they like to share videos. In the distribution of cities, they are mainly concentrated in first- and second-tier cities, and the proportion of men and women is not much different.
Image Source: iResearch Index
3) Target User Analysis for Weibo
The core users of Weibo are mainly after 90, and users aged 25-30 account for 29.85%. In terms of geographical and gender distribution, they are similar to the vibrato and B stations. The difference between men and women is small, mainly distributed in first- and second-tier cities. These users likeChasing stars and chasing hot spots.
Image Source: iResearch Index
2, content direction
1 Content direction of vibrato
Vibrating Vlog content is very rich in content, from everyday, food, to fitness, and games.
On April 25, 2019, Vibrato fully opened the 1-minute video permission, and announced the “Vlog 1 billion flow support plan”, which focuses on travel, food, fashion, and Vlog in the four major directions.
2 Content direction of B station
The Vlog part of B station is coincident with the vibrato, such as food, travel, fashion, etc. However, it is worth noting that in order to avoid falling into the homogenization of content, station B is working hard to create Vlog content with platform features. For example, “Talk about my career”, “My prospects”, “Take you to my home” and so on.
3 microblogging content direction
The most common theme of Weibo Vlog is about the star, which is consistent with the overall positioning of Weibo.The Weibo Vlog theme is more conventional. Apart from the star and parent-child topics, the content is no different from most Vlog platforms.
The official Vlog topic initiated by Weibo is also quite broad, such as #全明星Vlog大赛#,#超红Vlog挑战#.
Content Production
1, UGC
1) Content Production Incentives
1 Content production incentives for vibrato
On April 25th, Vibrato announced the “Vlog Billion Flow Support Plan”, in addition to giving Vlogger certification, commercial advertising cooperation priority recommendation, and the opportunity to participate in industry events. The supporting categories are travel, food, fashion, and everyday. In Vlog, the vibrato wants users to produce original content instead of the imitation of a seaweed dance.
2 Content Production Incentives for Station B
On May 31 this year, the B station launched the “Vlog Star Plan” in addition to the code. In addition to the common traffic support and commercial resources, the B-station also made real money and silver, and set up 1 million per month. The special Vlog bonus, while the quality Vlogger can also be combined with the platform to produce a series of boutique content.
3 microblogging content production incentives
Weibo is not much different from the vibrato in terms of support, mainly focusing on certification, resource support, commercial support, etc.There is no detailed explanation on how much strength there is.
2)Creation Guide
To continue to produce quality Vlogs is a challenge for the average person.
Not only requires sophisticated equipment, but also has high requirements for the narrator’s narrative ability and editing skills. Frequently, a few minutes of Vlog, behind it is a few hours, or even a dozen hours of sweat, such The high threshold makes many people discouraged. In order to lower the threshold of creation and attract more users to make Vlogs, the three platforms have their own unique tricks.
1 Creating instructions for vibrato
In the creation guide, the official release of five Vlog shooting guide videos, invited the platform famous Vlogger@ beef couple to escape, ahua, the end of the uncle, itsRae to record, each video only 2-3 minutes Left and right, I am afraid that it is not practical to practice through such a tutorial.
Vibrot Vlog creation guide, more depends on UGC output more detailed tutorials, the platform #Vlog tutorial # topic is very popular, gathered a bunch of netizens’ wisdom, the current broadcast volume has reached 330 million. At the same time, in cooperation with the fast editing, the Vlog shooting template that can be quickly started is launched.
2 Creation Guide for Station B
B station officially attaches great importance to creative guidance, leading four well-known UP masters, and lasted for one month, produced 4 courses and opened 4 live broadcasts, not only to learn courses, but also to complete homework, UP main live broadcast will also Comment on the student’s homework, such a guide can be called a nanny level, and high-quality manuscripts can also get cash scholarships and exhibition opportunities.
One month’s event, 12,737 UP masters participated in the submission, resulting in 17,223 Vlogs, through which a group of potential Vloggers were selected.
3 Weibo’s creative guidance
At the V18 Impact Summit in 2018, Weibo has already announced that Vlog Academy will be established in the future, and online and offline guidance will be given to Vlog creators. Currently, Weibo Vlog Academy is created from five dimensions. Guidance, from what Vlog is, to shooting equipment, editing software, Vlog shooting, Vlog tutor sharing.
In addition to this, a Vlog fan group was formed, and 7 big Vs were invited to serve as mentor to teach Vlog skills to newcomers.
3) Thematic Planning
In terms of thematic planning, the vibrato and Weibo are the regular routes, and the four major directions of travel, food, fashion, and daily life. Weibo encourages users to participate in the Vlog Challenge, hoping to be the leader of Vlog.
The UP main “poisonous angle show” on the B station has 2.27 million fans. The Vlog produced by the fans is quite popular among fans, but in the United States, the old beauty is invited to participate in the challenge, and the unique background makes his life content more “Viewability.” So for the amateur Vlogger, is the plain life attractive to users?
For this B station, try the thematic planning, one is to focus on the hot spot to do thematic planning, and the other is to combine the characteristics of the platform to do thematic planning.
1 Focus on hotspots to make a special project
For example, “Vlog meets the Strawberry Music Festival”, “Vlog Summer Challenge”, “Star Festival Vlog”, and provides the corresponding creative theme reference, allowing users to follow the hotspot to make their own Vlog.
2 combined with platform features to do special planning
Vlog narrative rhythm is loose, lack of attention, and the target is weak for viewers, so whether it is YouTube or domestic Vlog, the theme of Vlog will be more popular.
B station combines the characteristics of the platform to create distinctive themes such as “Talk about my career”, “My exploration shop notes”, “Take you visit my home”, etc., so that everyone can be different. Angle to share your work and life.
In the “Talk about my career” topic, UP Master “Da Chengzi Good Sister” shared how to work in a wheelchair, the unknown side of the disabled, and let many people in the barrage cheer for her.
The same popular theme Vlog and UP main old tomato shot “I went to Netease to play games”, the amount of playback broke 3.8 million, the screen is up to 120,000, the interaction is 4-5 times the usual.
For the B station, the thematic planning not only gives the creator a content direction, but also allows the viewer to have something to say, there is a barrage to send, through the barrage interaction, let Vlogger harvest positive feedback, thus creating More quality content.
2, PUGC
1) PUGC Source
1 PUGC source of vibrato
The PUGC on the vibrato is mainly divided into two categories, one is the team/upcomer invited by the MCN platform, such as the uncle of the end, and the other is the talent of the platform training, like the technology flow Vlogger “burning gyroscope” , college student Vlogger “ahua”, travel Vlogger “itsRae”.
“itsRae” released two Vlogs about ending New York life in the initial stage. The sum of the two videos has been reduced by 4.5 million. According to Cassie statistics, “itsRae” rose by 2.478 million in one week with the heat of this wave. It was the most popular player in the week, and the Cass index and rankings rose steadily for six consecutive weeks.
PUGC source for 2B station
B station is focused on cultivating Vlog people from their own platforms. The Vlog activities on the platform are very intensive, almost one small event per week and one big event per month. Throughout April, the number of Vlog video submissions at Station B increased by 761% year-on-year, and the number of UP submissions per month increased by 782% year-on-year, with an exposure of 6.29 billion.
3 microblogging PUGC source
Weibo is a typical platform for concentrated head traffic, and the star is the main force in shooting Vlog. According to the “2019 Weibo Vlog Data Research Report” published by Antfang Software, 17 of the TOP 20 of Weibo Vlog KOL are celebrity artists, and you can see that Weibo’s Vlogger-KOL is mostly a star.
2) Content columnization
The
column, originally referred to as a TV program, has a fixed time, a fixed theme, and broadcasts different content in each period. Among the three platforms, only the B station began to try to log the Vlog.
B station and a number of Vlog people launched the “Vlog Star Manufacturing” column to jointly create a series of Vlog boutique content, allowing users to develop regular viewing behavior and stabilize user loyalty.
At present, 9 programs including “Guest” Life, Full-time Newbie, and Australian Extreme Survival have been produced. These topics are not unusual, and strive to differentiate, giving users a different Vlog sensory experience.
For example, “Chinese boy super gorilla” “with millions of fans UP main beach rubbish”, it is estimated that other platforms are difficult to see such a sense of Vlog.
At present, the main Vlog “Australian Extreme Survival” of the UP main swearing egg has been completed, and has achieved 30 million plays and more than 300,000 barrage.
B-shop’s “Vlog Star Manufacturing” helps to promote the quality of the people, so that the people get the attention and sense of accomplishment, and then inspire the people to create more boutique content.
Content Distribution
1, exclusive traffic portal
At the product level, B added the “Vlog” entry in the “square” section. Weibo also added the “Vlog” entry in the “Video” zone. The vibrato did not assign a special entrance to Vlog.
2, editorial recommendation
Vibrato mainly relies on machine algorithm distribution and rarely uses editorial recommendations.
B station will recommend the excellent Vlogs in the theme in the form of columns, such as the excellent Vlog that stands out in the “My Detective Shop Notes” and “Ideal Life Awards” activities. The Vlog recommended by the editor of the B station has authenticated users, and there are only more than 1,000 amateurs.
Weibo screens excellent works and displays them in the “Vlog Daily Select” section. At the same time, Guanbo also forwards recommended high-quality Vlogs every day. Weibo tends to recommend works by stars and certified users.
3, algorithm recommendation
Vpeaking Vlog is mainly recommended by machine algorithm. The recommended rules for vibrato are as follows:
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Combining video keywords to match 200-300 online users
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If Vlog’s praise, comment volume, forwarding volume, and completion rate are good, it will be superimposed. If the user feedback is still good, it will enter a higher traffic pool.Continuous recommendation for 1 day to 1 week
B station mainly recommends machine algorithm based on the user’s personal preference. Even the general Vlog of heat and interaction can be recommended, which is beneficial to the development of long tail users. However, the current B-station home page traffic pool gives Vlog exposure is relatively small, I often search and watch Vlog in the B station, but rarely received Vlog recommendations on the home page.
Weibo’s algorithm recommendation is relatively simple. It mainly recommends high-quality Vlog. Vlogs of different categories, such as food, parent-child Vlog, etc., are recommended to ensure the diversity of Vlog.
Content realization
At present, the commercialization of Vlog content on major platforms is not very mature. The ways in which bloggers can realize cash are mainly platform support, user rewards, and advertising revenue. If it is not the head, you can only earn some pocket money through Vlog. It is not easy to rely on it to support your family.
1, the method of monetization of the vibrato
Vlog wants to cash in on the vibrato, mainly through two ways, one is to sell goods, the need to open the product window function, the second is commercial cooperation. When you publish 10 videos and perform real-name authentication, you can open the product window function.
For business cooperation, Vibrato has a special content trading platform – Star Map, the average price is 3 cents and 1 fan, that is, if you have 100,000 fans, the advertising price is around 3,000 yuan.
2, B station realization method
Among the three platforms, only B station has exclusive bonus support for Vlog. In the support plan of station B, there will be 1 million special bonuses to support Vlog every month. Vlogger can participate in the corresponding official activities to win prizes. For example, the event “Summer for Eating” and “Bringing You to Visit My Home” have exclusive bonuses.
Besides this, when the video creation score/impact is ≥55, and