Expanding the ecology and promoting diversified revenue are the core logic of video platforms to explore all services.
Content-rich content platforms are trying their best to realize the realization of traffic.
On December 18th, at the 2019 iQiyi knowledge festival with the theme of “Knowing Everything and Knowing No Boundary”, iQiyi announced the launch of the knowledge encyclopedia “Aichi Project”.
Iqiyi said it will invest in a 7.1 billion traffic subsidy to motivate and support the creators of short-form videos on encyclopedias. Sharon and other parties have given more resources to lean.
At the end of December last year, it was reported that iQiyi launched a vertical content paid product “Knowledge”. This product is consistent with the iQiyi platform format. It is mainly based on video courses and supplemented by audio courses. It is also accompanied by graphic and text details, PPT lecture notes and other related learning materials, which are divided into history, art, interest, parent-child, sports, workplace, Nine categories including finance, technology and foreign languages.
Now, a year has passed, iQiyi has explored more on the road to paying for knowledge. According to iQiyi, there are currently 15 categories of “knowledge” apps, with a cumulative of more than 37,000 courses.
Not just iQiyi, before that, Kuaishou had launched the paid content of Kuaishou Knowledge Class; Douyin also gave a lot of “great treatment” to knowledge creators “For example, in March of this year, Douyin took the lead in developing a 5-minute long video permission for some knowledge-based popular science accounts; Station B also launched a paid course in its app on October 30 this year.
On the one hand, knowledge creators and educational enterprises are embracing these traffic platforms to realize knowledge monetization; on the other hand, these content platforms are also trying to monetize through traffic.
When expressing knowledge, Kushou said, “No one is more suitable for inclusive education than us.” Today, iQiyi also screams a similar slogan, emphasizing “inclusiveness and fairness.”
Judging from the current several water-related knowledge content platforms, each has its own characteristics, and they are combined with their own ecology to promote knowledge content. The UP master at station B became the teaching teacher for “carrying the goods”, and the fast-handed teachers were masters. They are seniors in a certain vertical field and teach you how to grow strawberries and how to farm.
The same is true for iQiyi’s knowledge-paid content. Its differentiated advantage lies in IP courses. At present, iQiyi has developed a series of IP customization based on popular IPs such as “Little Joy”, “Golden Eye”, “Summer of the Band” and “China New Rap”.Course, let users learn in an entertainment scene.
In terms of industry cooperation, iQiyi Knowledge has reached relevant cooperation with LinkedIn, Nick Hu Zhe, Liu Tianchi Performance Workshop, CITIC College, Dragonfly FM, Himalayan, Fan Deng, etc. Content matrix construction.
The emergence of short videos has enriched people ’s entertainment life. At the same time, short videos have also expanded the means for people to acquire knowledge. Ge Chengzhi, Dean of iQiyi Research Institute pointed out: “In November 2019, the number of users in the knowledge payment industry increased by 30% year-on-year. Knowledge content in the form of videos, especially short videos The spread of knowledge has gradually risen. In Q2 2019, the new industry ’s new short video of knowledge increased by 70% month-on-month, and the number of reviews, interactions and likes achieved rapid growth. Short videos will help the knowledge-paying industry increase its weight.
The short video allows those “experts” from 360 lines who are isolated from academic funds to have more channels to make money. They have lowered the threshold of knowledge transmission through more diversified methods. At the same time, for video platforms such as iQiyi, Introducing paid content for knowledge can To some extent, it can form content linkage with existing businesses and increase the ability of video sites to attract money.
These contents are not traditional subject knowledge, nor are they to teach you how to not be anxious. They are life knowledge and professional skills that fit the characteristics of the platform. From the perspective of the entire knowledge payment market, there is currently no app that brings together such complex knowledge content, and there are still opportunities for post-entrants.