Being able to adapt to the platform plus satisfaction is good content.
Editor’s note: This article is from WeChat public account “Tencent Media Research Institute” (ID :TencentMRI), author Zhu Feng. The original title “Building and realizing short video traffic pools”
On September 17, the Tenth Media Research Institute and the Communication University of China created the second lecture of the “New Media Entrepreneurship and Innovation” open class to meet with you. In the class, Zhu Feng, the founder of Star Station, shared his understanding of the short video platforms with the theme of “Building and realizing short video traffic pools” and shared the specific ideas for the creation and operation of short video content. Tencent Media Research Institute has compiled some of the content into a draft, the following is the specific content.
Transfer model changes:From manual recommendation to algorithm distribution
I was just starting a business five years ago. The video platform at that time was still Youku, Iqiyi, Huashu, and LeTV. At that time, it was very simple for you to see the work being seen, just click on the website editor. At that time, I made a football program, focusing on football reviews and tactical analysis. In just two months, I became the first in the class of Youku Sports. In the environment where the platform distributes content, you only need to get the website editor to meet his KPI needs, so that he can make your video on the home page popular.
But now the law of the whole communication has changed, and the platform has become an algorithm of thousands of people. Even if you know the CEO of the fast platform, there is no way, because he can’t make you popular. So we developed a large number of crawler tools and algorithm tools based on the algorithm to predict the law of hot content.
Sometimes you will find that the content that is sometimes spread in this era is very ridiculous. Those excellent, high-cost blockbusters have no way to be popular, but suddenly they ran out of a gentle dance and danced all over the country.. Is she really beautiful? Not so good looking. But why is it? We later thought that it was a probability problem, and the probability itself was a mathematical problem. Under certain conditions, you only need to quantify these things to optimize. Since it can be optimized, it can be scaled up.
So we will quantify the operation strategies of different videos on different platforms, such as upload time and upload frequency, what kind of saturation is used for the cover image, how many color blocks, what fonts are used for the cover, and how many Within a few words, etc., hundreds of dimensions. Since I can’t judge which decision will affect the hot probability, then I will test it. For example, I have ten accounts, using some rules to find that three accounts have a lot, and seven accounts have no amount. At this time, I can periodically and quantitatively analyze what factors are causing no popularity.
After running for a round I got the result of the first wave of grayscale test, although it was inaccurate and very rough, it really increased the probability. Later, I ran back and forth to find a more popular method. Slowly, after our continuous iteration and continuous upgrading, we have got a set of rules for the so-called popular powder flow, and we will tell the staff of the fast platform, even in his official. The public number opens a column to teach you how to increase the content of the powder.
Star Station currently has 150 million fans, and fans are traffic. When traffic is in your hands, it can generate even greater value. Our self-operated business includes e-commerce, live broadcast, game intermodal, and music distribution. What is music distribution? When you open the fast hand, you will find that a very earthy song suddenly fires, then it is possible that we are pushing hands behind the scenes. How do you push it? For example, take a hundred songs to make the background music of our account video. Slowly, you will find that many users will use this music with the wind. At that time, I will take two more sets and I will be able to fire soon.
Secondly, we found that the probability that a fast hand can pay for knowledge is very high. Because the fast hands are very earthy, the essence of the soil is poor information. When you see that the people above don’t dress up, have no knowledge, or don’t know how to ask for something, your chances are coming. You can not only help him realize what he wants. If you want something, you can still get a certain income. Making money must be based on the value you create.
The reason for the operation of the business is that today’s companies are not willing to stop advertising information, because fans have nothing to do with you after the advertisement. They also want to build their own digital assets, turn themselves into online red accounts, turn users into fans, and then turn them into customers. So let’s help them find their fan traffic pool.
Platform traffic algorithm analysis: How to choose platform entry?
Next, let me talk about the comparison between the two platforms of fast hand and vibrato.
Today’s fast, vibrato, friend circle instant video, as well as volcanoes, watermelons, multi-flash, B-station, micro-vision, Yoo video, etc., almost all applications have started online short video function, this timeHow do you layout? When the company is facing a transformation, the chances of doing a new platform are very small, but there is a huge space to do the existing platform. The next thing you have to do is to choose a pair of tracks, a platform, to do deep ploughing and then slowly extend.
As shown above, I divided all platforms into three categories. The first type of narration is to go to the film, the middle class is to go to see people, such as the immediate video of the circle of friends, who is okay to brush that small blue circle to play? You only have someone who pays special attention to you, and will only open his immediate video. The rightmost one is defined as a plugin, but a feature does not form a complete ecosystem. Either its traffic is mainly introduced from other platforms, or it does not grow an ecological closed loop that can directly grow and realize.
In the choice of these platforms, I have a model of Peple, Platform, Prototype. I use it to judge whether the platform needs to be settled. You just need to remember one point, that is, whether it forms an ecology. We can infer through the survival state of its head net red.
For example, when the vibrato began to push the e-commerce, the ecology has not yet fully formed, so I found the snow plow to do the live sales, and gave the home page recommendation. Where are the fans of the snow plow? It can be Taobao or Weibo, but it is not from the vibrato, she just realized the vibrato. So we saw that her traffic was not born and raised from this platform. But when I saw a lot of these net reds that had already been realized and the revenue reached tens of millions or even billions, I think this ecology is quite mature. So at the time our strategy was to hope to focus on the layout.
What is the nature of short videos? A short video is content. In a way, it is actually the same thing as graphics and audio. What is the nature of the content? Is traffic. Whether it is net red or corporate official number, no matter what we see, it is actually doing traffic, just using different ways to get more valuable traffic.
Environmental changes in the entire flow have gone through two major stages, starting with the PC era.In the PC era, the information was mainly searched. At that time, I clicked into the portal. As long as I placed the advertisement on it, I had to be forced to look at it. At that time, it was a distribution of thousands of people, and everyone must look at the same content.
After we entered the mobile era, the communication model has undergone great changes and has become a model for distributed multi-node propagation. You can imagine that everyone is a communication node, spreading individuals, distributed like stars. In the vast expanse of space, these massive stars in the center automatically form gravity, forming a node of propagation.
In this kind of communication environment, what do we look at in reality projection? Open the phone and you will see various app apps. What is different from the previous one is that you can click the jump by link, and all the data can be effectively recorded. But you are faced with the island dilemma in different apps. They are not connected to each other. Each APP forms an island of data, and only one thing can penetrate such an island. That is content.
Just like Papi sauce is very hot on Weibo, the public number is also very famous, she will have influence in every ecology. So at the time we felt that all the To C tracks in the future were content tracks. Whether you are an app platform or a beauty product, as long as you face ordinary consumers, content is a part of you that you can’t avoid.
Why did we start talking about short videos today? Behind the technology is progress. When I first started my business, I was still looking forward to the arrival of 3G, the popularity of Wifi, and I would like to think about what 4G would look like. Now, when we look back at the time when 5G is about to be commercialized, we find that our lives have undergone earth-shaking changes in the past five years.
What does 5G mean? Everything is connected. We know that 3D, 4K HD images, AR, VR can be transmitted and monitored, which means that images become a part of the infrastructure, just like everyone can talk and write, become an irreplaceable function. In the context of this technological background, for every young person, we have a huge opportunity to create a large enough price in such a time.value.
The current fast hand and vibrato are still in a bonus period. Regarding the comparison between the two platforms, we have done some internal data and analysis.
First of all, the implementation path is different. The short-sounding video is a hundred, and the fast hand is twenty. That is to say, there is no difference in choosing a video. One hundred points of praise is a comment, but one hundred points of quick hand has five comments. This is actually a question of interaction rate.
An interesting phenomenon about the nature of these two platforms. In 2018, Chaoyue voted for the CCTV Spring Festival Evening advertisement. At that time, the traffic of the vibrato suddenly went up, but who was it from this time? Today’s headlines, Weibo. At that time, the main application DAU of today’s headlines dropped by a third. This is a non-public data and cannot be verified. At that time, the data of the fast hand did not fluctuate, and WeChat was OK. At this time, you can understand that the media of the same attribute will grab each other’s time, and the social level of the same attribute will also grab time.
So we got the conclusion that the vibrato is Show and the fast is Live. Vibrato is a stage. The people you see in the vibrato are better than you in reality, and the fast hand is used for life. It is your circle of friends. The vibrato is more like Weibo. Every video in the vibrato is a work, but every video in the fast hand is social particles. What is social particle? Today, I went to a place very happy, sent a circle of friends, or accompanied by a photo, this is not a work at all, and can not talk about creation. But I use this content to interact with my friends in my circle of friends, and to be liked and commented by everyone, this is social particle.
The graph on the left is the total time chart of the normal account volume of the fast hand. The pink line indicates that there is no play volume when the first work is uploaded, and the second one does not, but the third one suddenly The hottest, the hot period has slowly decayed, and the rapid account development process is like this. What does the relatively flat green line represent? In the process of making our own account, we found that when you have this pink line, that is, the amount of play goes up, the old iron that comes in will pay attention. He pays attention to you and puts all your previous works.Look at it several times, then wait to see your future work. At this time, the green play value has a certain linear relationship with your fans.
You can find the phenomenon on the right side of the picture in the above picture: the first video has no playback volume when it is uploaded, the Nth item is popular, and the playback volume increases sharply. After the hot period, the cliff falls. If you want to make a better job or spend money if you want to go hot, chances are that you don’t have such an explosive growth curve behind.
Secondly, the marketing direction is different. It is a normal phenomenon to praise the number of one million powder in the sound of one million powder, which is determined by the platform rules. Because of this curve, if you want to realize it and make money by it, you must harvest it quickly when the flow is up. If you want to say that I have raised a million powder to make it happen, I am embarrassed to do it. Because you only have to pay attention to it in the short term, once the node is over, the attention will drop sharply.
In fact, the essence of this problem is public domain traffic and private domain traffic. To put it bluntly, it is the fans who control the hands. Why do we want to discuss public and private traffic? Not just caring about who can earn more money? The picture above is one of the head accounts of the fast-handed “Sanshou Brother”. He sold 160 million sales through fast hands for 4 hours. In a short time, 14.92 million independent ips jumped into Taobao, causing Taobao to collapse.
The vibrato can actually make money, and you can make a lot of money, but it only works for some people who will play especially. For example, Li Ge, who is shaking her voice, is a quick-handed net. She has accumulated 40 million fans in less than a year of shaking, and nearly 100 million likes. However, she was banned on the grounds that she used the banter to sing the national anthem in Huya. How do you guess her income? Not an advertisement but a live broadcast. But why is she not doing live broadcasts? The reason is that the vibrato can only follow the platform traffic and platform rules. Only with personal traffic, your live broadcast will be able to attract enough fans to pay for it. If you want to make money, you can raise your number. One hundred and two hundred can. But on the vibrato, you have to quickly realize the rapid harvest, it does not appear as a concept of the flow pool.
In the fast hand, a million fans are already a very big number. For example, the account in the picture below, the farmers in Lijiang, Yunnan sell honey. I have observed this account, activity, fan volume, and user loyalty are particularly good, so I added this farmer’s WeChat and asked him how much the account was sold. Big Brother answered me that his account can be diverted to ten. Five micro signals on each WeChatNo. Selling honey can reach the unit price of 170 pieces, with a stable income of 700,000 yuan per month, plus a reward of one million per month, and then ask how much I am willing to pay.
I don’t believe it, so the simple farmer sent me a background screenshot of fifteen micro-signals, and I was dumbfounded. So in this kind of ecology, you don’t need to be a special person. You don’t need to be a media school or a graduate of Tsinghua University. You can earn a good income if you love your goods and pass on your value.
Summary, if you want to do brand promotion, quickly get visibility, you must layout on the vibrato; if you want to achieve long tail flow conversion, it must be in the fast hand layout.
Platform algorithm comparison: fast PK vibrato
In fact, the algorithm of the fast platform is very simple. For example, if you see a puppy on a green grass, you will have a visual recognition technology to identify you, and then calculate whether this is a cute pet video. It will be pushed to a small group of users who like cute pets. If many of these people are open and read, they will be pushed to more people with this tag.
The top is also the same. When several levels of video completion, likes, comments, etc. reach a certain threshold, they can be popular. The algorithm is very important for the operation of your account. You must know what the label of this account is. You want the machine to explicitly capture what the account is doing before it can be pushed to the corresponding person. If you People who are just starting to push are not right, so don’t even think about it. If you spoof the machine through the package and cause a complaint from the user, then your number will be cold.
I wanted to do a test not long ago. I started my own account in three months, with 300,000 fans. I realized that I earned 150,000 a month. This account is very difficult to do. At first, I took a good shot, but then I didn’t want to take a piece of it. I wanted to be a knowledgeable person and pay for knowledge. So I started to change direction, the first flow dropped by one tenth, and the second one fell.One tenth of the time, why is this happening? The label is wrong. The label that the original platform gave me is funny. After changing the direction, I will continue to push your new video to the funny user. But as long as it continues to operate, let the platform grab the new label (about a week or so), it will soon be popular, and later achieved 300,000 fans.
The fast-handed emphasis on the Gini coefficient, in which ordinary users can be assigned to traffic, particularly large account traffic is increasingly difficult to find, but the fan traffic and loyalty is very high. The reason for this situation is traced back to the time when the fast hand was just started. The fast hand was a tool for publishing emotional packages before the end of the 11th and 12th years of transformation. After doing short video socialization, the town youths took their time and social time. Precipitated in this software, so the fast-paced ecology is undoubtedly the core advantage.
The algorithm of vibrato is to fit a user’s satisfaction with the content. This can be seen in the products of today’s headlines and vibrato series. The whole set of algorithms is similar, but each set of products is personalized and iterated. In the vibrato, if you really want to do a large size, you will make your content more sophisticated and make a work.
Good Content Practice Manual: Continuously output short 70-inch video
What is good content in this era? How to define the concept of content? Is it really well made? Not necessarily, my definition is to be able to adapt to the platform plus the purpose is good content.
“Adaptation platform” means that you can adapt to the terminal and software environment you are using now, in accordance with its algorithm recommendation rules and user usage frequency, which is an adaptation platform.
“Meet the purpose” is to see what the producers are making for this thing. Want more people to know themselves? What is the use? Making money, advertising, and the high-end people you take will recognize, this is possible. To meet the purpose of adapting to the platform, this can define a good video.
Two days ago, I quickly brushed up a tractor selling account with only 10,000 powder. He sold 20 tractors and 400,000 tractors for three hours. So, today I have been emphasizing distributed traffic multi-node propagation, you have to do a node, and all the video behind is the content, the essence of the content is traffic, what traffic do you want to get into your node? Must be valuable traffic. Do you want to be a star or a knowledge payer after you graduate? Still want to be a buyer who helps your home to sell sweet potatoes? If your idea is to enter a short video, then you must understand what you want, because the benefits you get from Papi sauce are not necessarilySo high, not necessarily selling tractors.
The above picture is a short video content practice code. The most important thing is to tell everyone that all the content is mainly about one point: how to quickly let the machine know you. Only when you first know, can you have a chance to be discovered. Through such a set of methods, as long as you continue to output video with a content of no less than 70, this account must be able to fire. You think about all the nets you see that have a long life line. They don’t output a lot of good videos every day, not necessarily one hundred percent each, but you can continue to output 70% of the video, satisfying The conditions of the platform and the rules of recommendation.
There is creativity, we have a lot of routines, including newcomers training, pull-ups. Short videos also have templates. You want to continue to output more than 70 points. There are some creative omnipotence rules. There is a formula here, that is, “Who is where, dry,” through this formula can form an infinite number of ideas.