I hope that everyone’s content exporters can have a meal.

Editor’s note: This article is from WeChat public account “IC Lab” (ID : InsightPlusClub), author Xu Beidou.

Know it, it’s too hard to stand up and earn money.

After announcing the completion of the $434 million F-round financing led by Fasthand and Baidu, it is known that it will usher in a new round of commercialization – open recruitment of MCN.
Know, standing and making money is too difficult.< p class="img-desc">August 19, 2019, knowing the first time to open MCN agency recruitment

It is reported that this plan has been brewing for half a year, and has always adopted a veiled attitude. Nowadays, I don’t know if it is accelerated by the financing process to speed up the planning process.

This also reflects the cautiousness of knowing about MCN, because it is far more important than the fast-handed, Baidu financing to the community.

A lot of analysis articles Imagine the changes after knowing how to join hands with Fast and Baidu, because the values ​​and circles of the three are very different.

Especially knowing that it has always been the main battlefield of “Black Baidu”, the Wei Zexi incident that had a great influence on Baidu began here. Therefore, this cooperation is also seen as a compromise on capital and flow.

But this kind of financing is just a commercial act. If it is considered that the value of fast hands or Baidu can affect the community values ​​that are known, it is too ridiculous.

Inviting MCN to settle in is quite different. This will have a huge impact on the entire community and is likely to profoundly change the user structure in the future.

01

For example, when I became known as the main battlefield of Black Baidu, one was because Wei Zexi was the first to know the answer, and the other was because the community gave enough space to discuss Baidu’s evil deeds in detail.

So Baidu bought a soft-text wash on the knowledge, and eventually evolved into an official landmark social event.

Knowing the productivity of high-quality content, it is like a bullet, providing a rich material for platforms such as Weibo and the public. For the traders in the public relations industry, this kind of rationality and analytical paradox guiding ability is not available to other communities.

A notable case is the movie marketing of the big advertisers. A hammer sale like this kind of cultural product is enough for many viewers to enter the cinema with only one film review describing subjective feelings.

Overall, for the brand side, whether it is product endorsement, public relations ability or word-of-mouth marketing, the key role played by it depends on the platform itself and the credibility of its KOL.

And with the public arrival of MCN, this credibility began to become open to question.

03 MCN is an antidote or a poison?

Here, think about a problem:
  Why can you only know how to promote soft paper?

The simplest answer, of course, is that the official does not support the placement of ads in the answer, as well as the anti-advertising community atmosphere.

But if you want to know what it means at the marketing level, you can get a more accurate answer: because
  In the knowledge, only soft texts have the effect of marketing and public relations.

Soft text is not a rare marketing tool, it is available on all major platforms. But unlike other platforms, the KOL that is known is not hard and wide, only soft text.

Unlike other things like Weibo, Xiaohongshu or Vibrato, the public number, there is almost no knowledge of the big V. Users won’t swear because they are advertising on these platforms, and some people will even read them with great interest. Knowing that KOL’s psychological pressure on advertising is beyond the understanding of other platforms KOL.

The core reason is: