At that time, what kind of story can you tell?
Editor’s note: This article is from WeChat public account “Little Finance” (ID: yidiancaijing), author/party, edit/刘煜.
Knowing is still one of the most valuable content platforms on the Internet. From the continuous investment of Tencent to the joint investment of Fast and Baidu, it is the richest capital that has been settled in the past 10 years.
But when you know that you are going to the F round and take the money of the giants, if you still can’t generate net cash flow, you can’t develop independently, and you need to go to the secondary market inevitably. At that time, what kind of story can you tell?
With more than 200 million users and a lot of high-quality content, there is still a problem of realizing it after 10 years of establishment. In addition to Zhou Yuan’s own restraint on content and ecological cleanliness, it is difficult to understand the realization of the content, and it is also a problem in all content platforms.
Commercialization, the natural enemy of the content platform?
Because since the commercialization began in 2017, there have been many people watching the show, and there are fewer people who offer advice.
Why?
After all, the fundamental thing is that the content platform and commercialization are inherently hostile.
The content platform provides value to the user and is positive;
Commercialization is a request for user value, it is an interruption, and it is a negative effect.
If a content platform wants to be self-sufficient, then commercialization must be controlled at the right scale.
But unfortunately, since the birth of the Internet, few have been able to do well.
The content platform is monetized and cannot be used in three ways. One is advertising, the other is e-commerce diversion, and the other is direct payment by users that has only begun to appear in recent years..
Advertising is difficult to support the huge expenditure of the platform and the incentives for content producers. The e-commerce diversion is actually a kind of advertising. The difference can be diverted to the e-commerce website, or it can be diverted to the self-operated business. .
The most typical example of e-commerce diversion is Weibo. Alibaba invested heavily in Weibo in 2015. Since then, more than half of the advertising revenue brought to Weibo has come from Ali.
The 7 billion big orders signed by Vibrato and Ali are also a big deal in the industry.
Introducing to the self-operated platform, there are poisons and app reviews for tigers.
I have also tried this aspect. In February 2019, I launched the mentoring community product APPCHAO, which is the main market for men, as well as e-books and other products.
But CHAO is not good because the positioning is not clear, and the paid products such as e-books seem to be difficult to support the commercialization.
With the popularity of mobile payment and the development of user payment habits, direct payment by users has become a new way of realizing the content platform.
In 2016, I knew that I was on the line and paid for the Q&A product. I was on the line in November.
According to official data, as of September 2019, it has provided 28,000 knowledge service products, 8000+ salt selection columns and Live lectures, and more than 20,000 salt selection e-books.
But the knowledge payment is still small and small, especially after the knowledge payment is over, it is difficult to tell a story about the knowledge of the version.
The live broadcast was fierce and unexpectedly saved Momo.
Since then, fast hands, Yingke and so on have gained a good income in live broadcast.
Rewarding and other payment behaviors are a new possibility for knowing, and I am afraid that this is the reason for this live broadcast.
The live broadcast of a more mature business model can bring considerable cash flow to the platform.
Many People are not optimistic about the live broadcast,In addition to the product tonality for the big V, the form of the live broadcast needs to adapt and the packaging of the person, and other factors, the user’s willingness to pay in a relatively rational environment is also worth considering.
When consumers pay for the knowledge of 99 yuan, and doubt whether it is cut off the knowledge-paid leeks, a large number of net reds have already harvested 99 rocket yachts.
The intellectuals who have ink in their stomachs are no better than the nets who eat by their faces.
Content is an ecology, and commercialization is also an ecology.
The big Vs are continuously updated on the platform for their interests or interests, but if they do not get a proportional return, that is, without a good business system, the content ecosystem will not be healthy for a long time.
Some people envy other platforms to do well, some people envy other platforms to do commercialization well, of course, there are counterexamples.
For example, due to the strong commercialization in the past few years, Baidu has caused the content ecology to weaken to a certain extent, and then it has been deducted from the commercialization and damages the Baidu product experience.
WeChat is a good example. The big Vs work hard and contribute to the platform while harvesting their own audience and can commercialize themselves.
I know that in this respect, I once firmly adhered to the “water to clear” strategy. In 2016, I knew that the ban on the big V incident also led to the active or passive departure of the big V.
Understanding
Knowing that the popularization of the crowd may be more in the past few years, the form of shaking the spirit is popular, and the content stream is considered to have lost its original position and can no longer meet the needs of the original elite.
Walking up or down is a problem for knowing?
Maintaining an elite position means always being a niche product;
And when it comes to popularization, it may lose its original advantages.
For such a financing to the commercialization of the F round, in the future, if you want to tell a story in the capital market, the content is inevitable and should not be avoided.
When it comes to starting to advertise on a large scale, this question has been given an answer, popular.
In September 2017, more than 100 million registered users were known;
At the end of November 2018, it was officially announced that the number of users exceeded 220 million, a year-on-year increase of 102%. Today, what you need to solve is how to match more precise content to different users.
In fact, I know that in recent years, the performance of content construction has not been qualified. For example, the most swaying machine is the method of praising the rankings, which leads to the use of praise rankings, resulting in good quality long content, but this aspect Knowing that there can be more.
Another industry trend is that content products are in multiple forms.
Simple text, pictures and even short video products are rich in various forms of content.
Even if it is like a vibrating sound, it is live on the line, and the fast hand has a certain inclination to the picture and text content.
Under this trend, knowing the combination of text, video and live broadcast is a future direction.
The rich content form will bring a better user experience, and it will also be of great benefit to the commercialization of knowledge.
One of the inspirations here is why the shape of the short video is more than 50 billion yuan a year, which can solve the dilemma that the long video of You Aiteng is difficult to profit for many years. The form of short video is born. What are the advantages?
The advertising value of a platform lies in two points, one is the bearable ad slot, that is, the gap size of the content, and the other is the effect, that is, the matching degree between the advertisement and the content.
The reason that short videos can be profitable on a large scale is that they have a lot of content gaps, that is, there is a lot of space for each ad to be played between each short video.
On the other hand, You Ai Teng, the tossing over the years is nothing more than the advertisement at the beginning of the video. As the time is getting longer and longer, it is the user’s incomprehension.
If you know how to enrich the product, create enough reading and viewing gaps between text, image and video content, increase the frequency of possible display and browsing, and increase the size of V by live broadcast. They take the opportunity of “goods”, and as a platform to control the proportion of content and business, its commercial value may be further explored.
Every business form has a certain value, knowing that you don’t have to expect which form is more suitable for you. You can find a balance between users and commercialization in each form, through various forms of commercial value. Combine to compensate for the damage to the platform from a single commercial content.
It’s a pity that knowing about the various forms of content and commercialization is just a sneak peek.
At the beginning of this year, it was known that the development had tested a short video APP project called “Shadow”.
However, just one month later, it was known that the announcement was made, because the target has not been achieved, that is, the shadow has entered the stage of sunset, not to mention commercialization.
Conclusion
Knowing is still one of the most valuable content platforms on the Internet. From the continuous investment of Tencent to the joint investment of Fast and Baidu, it is the richest capital that has been settled in the past 10 years.
But when you know that you are going to the F round and take the money of the giants, if you still can’t generate net cash flow, you can’t develop independently, and you need to go to the secondary market inevitably.
At that time, what kind of story can you tell?
The cover image is from pexels