This article comes from WeChat public account: New List (ID: newrankcn) , picture from: pexels
Recently, we have communicated with dozens of new media peers. They span public domains, Douyin, Qiaoshou, marketing, live broadcast and many other fields. They are all big guys, so they talk about a lot of interesting things.
Keywords: #Algorithm # 网 红 出海 # 网 红 生活圈 # 直播 带 货 #Content entrepreneurship
01 Unpredictable tremolo, fast hand algorithm
The origins of Douyin and Kuaishou’s collaborative filtering algorithms can be traced back to Facebook, and now there are people from FB in Douyin and Kuaishou’s algorithm team, so China’s Internet has been ahead of Silicon Valley, so it should be said with caution.
The more interesting point is that the current algorithm introduces a large amount of deep learning into AI. The algorithm has reached a shocking level from artificial design to self-evolution. It is likely that the algorithm designer himself cannot say why the algorithm recommends A. Instead of B, like the alpha dog often plays chess that the designer can’t understand.
The guesswork of algorithms on the market is basically unreliable, because the summary based on small samples and personal experience is one-sided. So just listen. And, the designers of the algorithms themselves are actually very difficult to make popular models popular with the algorithms.
The algorithm may not have values, but the algorithm is oriented. For example, fast hand emphasizes inclusiveness more than Douyin, and no matter how many fans can have traffic; Douyin has more explosives than fast, so it is not impossible for a film to achieve a company. may.
02 A model of quick live broadcast with goods, a real unmanned supermarket
The case location is in Handan, but in fact it can be restored.System to all parts of the country. Here’s how he played: renting a 1,500-square-meter venue offline, decorated as a supermarket, filled with various goods, mainly snacks and daily necessities; but this supermarket has no cashier, no tally, and it is not open to the outside world, only The boss is the anchor, and one person talks about the product to the shelf every day. After the user places the order, he will ship directly from the warehouse.
The boss’s goal is not high, just serve 10,000 families. In essence, you can understand that the boss is shopping with the user cloud.
Simple calculation: because live broadcast sales do not consider the location, rent can save a lot of money, at least 80%, these are profits. No tally, no cleaning, no cash, labor costs can be saved a lot.
Because of online sales, customers have no geographical restrictions, and the scale can be expanded by N times. The saved rent and labor can be turned into preferential discounts and returned to users, thus gaining price competitiveness. All I can say is that this business is great. But the threshold is not high, and the core competitiveness is user trust.
So if you want to do it, hurry up.
03 A traffic depression: neglected quick talk
Talking is about the same as the circle of friends. The anchor will send a fan after the talk. The direct effect is to increase the open rate of the account homepage. Playing well can increase user stickiness. However, currently only text can be sent, and no external link is allowed.
Come on,
The point we are concerned about is that there is basically no commercialization at present, and few advertisers put it up. It is exciting to think about such a strong reminder and strong reach of the information channels. Can’t say more.
PS. Father Munger tells us to always think the other way round. If you think about it the other way, as the industry’s attention and budget tilt towards short video / live broadcast, other platforms mayYouTube, you can think about it.
05 A concept worth thinking about: the influencer lifecycle management
Chongqi is not as good as a dog. As long as it is a business chasing the attention of the public, it will inevitably go obscure after the highlight time. However, from a business perspective, we want to make this down cycle as long as possible and even reach a new high. In terms of professionalism / installation, this matter is called “Internet celebrity lifecycle management”.
From a sad point of view, the more developed the media, the shorter the life cycle of the influencer. Do you remember the young ladies and sisters who came out last year? Some Douyin influencers have a pessimistic view of only half a year, while others are relatively optimistic that they have one year. In short, it’s not long. Therefore, the realization should be realized, and strive to maximize the value in the life cycle.
The life cycle of Internet celebrities is mainly affected by three factors: user’s aesthetic fatigue, the change of platform wind direction, and the bottleneck of people.
As a celebrity or organization, the only thing you can do is to kill yourself.
There are several directions for efforts:
1, content upgrade, more sophisticated and more professional;
2, image change & personnel update, creating freshness;
3, incubate newcomers, keep chasing the air;
4, matrix or family, anti-fragile.
1, 2 for a single IP; 3, 4 for MCN institutions.
Finally, the commercial value of Internet celebrities is highly related to the track they are on. Currently, Internet celebrities mainly make advertising fees for brands, while the richest gold daddy is mainly in fast-moving consumer goods, fashion, beauty, and automobiles , 3C these categories.
In my opinion, this will become one of the core competitiveness of MCN. Holding red people, helping the Internet celebrities to monetize, and helping the Internet celebrities continue to make big money, this is the core of MCN.
The requirement for unity of efficiency and effectiveness will be more or less. The gold father’s father is not good at business, spending money more and more carefully, but also technological progress and data chain traceability. Complaining less and thinking more are not easy for everyone to understand each other. Of course, effective channels will not lack a list. In addition to content, think about users and products.
The explosive growth of e-commerce sales is only a preview this year, and 2020 will shock many people. User habits, anchor literacy, industry chain, policy orientation, and several factors are superimposed.
The era of short videos / live broadcasts is all around, and there is nothing to argue about. At the same time, let alone no chance, the entire market will be bigger than you think. If you want to do it, start immediately, or next year you will want to slap yourself.
New media has been in the industry for 5 years, and I have watched countless opportunities drift away. The biggest feeling is that when someone says there is no bonus, the bonus has just begun. This should thank this land under your feet and your lovely compatriots, because China’s super-large scale effect will always have more opportunities than you think.
This article comes from WeChat public account: New Ranking (ID: newrankcn)