Today, we talked about the heads of 3 vibrating fans of 8 million, and talked about their own content entrepreneurship stories and their current situation.
Editor’s note: This article is from WeChat public account “New List” (ID: newrankcn ), author Truffle. Authorized to reprint.
A lot of people say that short-term video reds are half-an-one iterations, bottlenecks, falling powder seems to be a fate that every operator can’t escape.
Not long ago, the new list had a short video account The reason for the clearance was a survey. One of the reasons for the user’s decision was not related to the quality, and it was not related to the frequency of the release. It was only because “the attention was too long, and then the aesthetic fatigue”. It looks cruel and real.
According to the incomplete statistics of the new list, from May 1 to October 29 this year, there were 10074 vibrato accounts that continued to rise for 6 consecutive months, but at the same time, the number of fans of 23236 accounts continued to fall. More than half of the accounts, the number of fans has been ups and downs.
This makes us think that the short video heads that have been in the game for a long time are big, how are you doing now? I have experienced crazy powder, and now they are also confused, whether they have encountered bottlenecks, and whether they are still insisting.
Today, we talked about the heads of 3 vibrating fans with 8 million heads, talked about their content stories and their current situation.
@开心糖水铺, 8.32 million vibrating fans
“Getting more and more attention is getting harder and the cost of attention is increasing”
A syrup shop next to an office building, three “brothers” are busy running, and witness and record every story… Hey, welcome to the “Happy Sugar Shop”.
Here, there are men and women who are jealous of each other’s minds, and they work overtime and have an emotional breakdown.The locals secretly gave the delivery of the son to the mother who made the longevity. There were also wonderful men who came to the blind date, and the girls who changed their faces in love were faster than the books.
“We are not selling syrup, but the emotion,” said Zhang Juntao, head of the Venus Studio.
In fact, this syrup shop really exists on the streets of Chengdu. After cooperating with the Onion Group’s Venus Studio, it’s “debuted”, and the “Seven Heroes” and the 1.11 million fans of the 30 million fans Zhou Shiduo and Yang Lan also joined the three brothers and joined the store as “workers”.
The story of the heart, the scene of the sugar shop, and the blessing of the IP of the head of the Onion Group, the “Happy Sugar Shop” has nearly 8.32 million fans, and the video playback volume exceeds 450 million. One of the IP levels, “There is no time for a point to be less than 1 million. When the fire is most frequent, there are often viewers flying over the field to see us shooting.”
Although the number of fans of “Happy Sugar Shop” has exceeded 10 million, Zhang Juntao said, “Doing a vibrating account, (fans) 3 million, 5 million, 8 million are hurdles, we have been squatting, Mai After 5 million hours, I was very confident. Now we have 8 million fans.”
The bottleneck of “Happy Sugar Shop” is not a small impact on the team. Content industry data is an extremely important measure. When the viewer’s unbuy is visually presented, the creator’s mentality will be greatly affected.
“It’s getting harder and harder to get users’ attention, they’re seeing more and more, and the cost of user attention is increasing, unless it makes people feel bright.”
“We often criticize ourselves, content is a two-way choice, and we don’t think we will like good content users.” In the constant reflection and resumption, Zhang Juntao and the team also felt that the vibrato is happening. Change, “On the one hand, the user’s sinking is rapid, on the other hand, the emotion seems to be sold on the platform, and the user feels numb to a large amount of homogenized content.”
Talking about homogenization of content, Zhang Juntao is deeply troubled by the phenomenon of “washing”. The phenomenon of homogenization of the vibrato story is very serious. When a script is exploded, a lot of similar content will appear.
The scripts of “Happy Sugar Shop” are original and often used by others to wash the manuscript. After washing, the data may be better than us, and it is difficult for the audience to distinguish who is original.” Short-term video-washing behavior is difficult to define accurately, and the original author’s proof is also very difficult.
“This hurts content creators.”
Recently, “Happy Sugar Shop” is planning to do content iterations, “subtracting” the content, abandoning the original overwhelming plot layout and excessive video transitions, and then showing from a small entry point, “phase Compared to the previous PGC video, now we want to focus on PUGC video, and intend to jump out of the ‘sugar shop’ scene to do ‘people’,” Zhang Juntao added.
In addition to content and data, commercialization is also an important part of the “Happy Sugar Shop”. “Last year, I felt that fans were successful to a certain extent. This year I feel that commercialization is also the key to measuring the success of an account.”
In Zhang Juntao’s view, the amount of fans does not represent the commercial volume. It is also common for the 3 million fan accounts to have a liquidity of more than 8 million fan accounts.
At present, the commercialization of “Happy Sugar Shop” consists of two parts: “offline affiliate store” and “online advertising”. In the future, we will continue to explore scene marketing. “Our ip also has bridal shops, noodle shops, etc. , we are trying to make a connection between the scenes.”
@怪了了兽, 扬音粉丝8.95 million
“Vibrato is a fast-paced platform that creators need to update”
“Hello,it’s me…”
Every time Adele’s singer’s voice rang, with sound effects and black and white pictures, the monster was holding his explosive head, with boxed glasses, and his expression was desperate. This is “a strange beast” “in life” The standard end of the trivia series video.
The first thing was just because the pull ring was suddenly pulled off when the can was opened, so that the monster realized that “life” can be used as a material, but it also laid the “Hello, it’s me” series of video styles.
“The content is resonating, the music and language are enough to brainwash, and the ability to stimulate sharing or shoot the same money, then the video data will come up.” In fact, “blame a beast” is just a monster’s “funny” at first. Trumpet, but unexpectedly became a burst, the purposeThe number of former fans has reached 8.95 million.
The monster said that he was the “first person to eat short video crabs” on the team. From behind the scenes, the practitioners were pushed to the stage and were familiar with many audiences. “I went to the exhibition, and many people came to take photos with me. It’s really unexpected.”
With the IP and popularity of the “Monsters”, the team of monsters has expanded from 3 people to become an MCN organization, and will use the experience to incubate and operate other accounts. “This IP is actually a trial product.” .
The focus of the monster’s work has also changed. Most of the energy used to manage the account of “Weird Beast”; now he not only operates different matrix accounts on the vibrato, but also takes into account the refined content of different platforms such as B station and Weibo. Operation.
“The time spent on “blaming a beast” is only about one-fifth of the original.
Talking about the recent “weird beast” data performance, the monster self-deprecating “cool”.
He spoke out: “The content is not enough, sometimes it is funny and funny, and the audience is tired of my face.”
He is also trying to change and break through, jumping out of the explosions he has done before, and trying to open up new ideas and directions.
“Shaking is a fast-paced platform, and we can’t always do something like “Hello, it’s me” to brainwash, or need something newer than others.”
However, at present, there is no response to the “special explosion”. The monster described that his creative mindset has become “expected and scared”, and how to make the explosion continue after the explosion of the money is his biggest challenge.
In the face of challenges and pressures, the monster also said that it will continue to maintain the “Weird Beast” update. “As long as someone is willing to watch, I will continue to do more.”
@闵静Jing, vibrating fans 8.03 million
“No net red can always be red, do things with your heart, keep iron powder”
See the contents of “Quiet Jing”It’s like watching a story about the heart of youth. There are people who are heart-warming, secretly happy, and people and things that can’t go back.
The initial silence was known to the public because of the “seven minds,” and Jing Jing was both a choreographer and an early female lord. My personal account was found and followed by many fans, and it was beyond her expectation. “At first, I only made some daily routines, but many fans have powdered me because of the plot, and I feel that I should go back to the plot.”
After the self-supporting portal, after several positioning adjustments, Jing Jing gradually touched the account route and began to do emotional plots. At present, the number of fans has reached 8.043 million. “Now I mainly take a small and fresh plot route, most of me. Fans are all women, and everyone likes to watch sweet love.”
Speaking of traffic, Jing Jing actually noticed that the account’s powder has been stagnant in the past six months, but she seems to be very Buddhist.
“No net red can always be red, I think it can guarantee the stable output of the content, then just keep the iron powder.”
Recently, she found that the “cool drama” that the vibrato audience loved to watch, and sent several such “reverse inversion” videos, the data performance is very bright, like a million.
But actually, Jing Jing himself is not very able to accept this kind of content, there is a “cool drama”, she struggled for more than a month before deciding to release, “I feel that my fans may not accept me to shoot this type The plot, I can’t pass this hurdle in my heart.”
Because of becoming a vibrato for more than a year, Jing Jing said that he actually felt the market of the vibrato audience sinking more and more, but she still followed her own ideas and did not want to use this method to break through the bottleneck. “And the account’s tonality will be linked to the partner brand.”
There is now a quiet team of four people, one for camera and post, one for assistants and agents, and two actors, herself and the man. This small team currently operates 3 accounts, in addition to “Jing Jing Jing”, there is also the male account “A You Classmate” and a trumpet of beauty makeup.
Compared to the powder, 闵