These three categories of creators are most likely!
Editor’s note: This article is from the WeChat public account “Xiao program observation” (ID: yinghoo- tech) by HENG.
For the WeChat public account, Zhang Xiaolong always has “regrets”.
This regret comes not only from “ accidentally making it a carrier with articles as the content, so that other short content forms are not better presented “. More importantly, Zhang Xiaolong believes that “ The public account itself is not all prepared for the media, and the original idea of the public platform was to become a mass distribution tool based on connecting brands and subscribers.”
In this year ’s WeChat public class, Zhang Xiaolong mentioned that the short content of WeChat will meet you in the near future. But the earlier arrival of short content is extremely challenging and controversial-WeChat public account “Paid Reading”.
Yesterday, the WeChat public account “paid reading” function officially began internal testing. Many people lamented that “this commitment after many years has finally come!”
In-house paid features, Advance content ecology
At present, “paid reading” is in the “grey test” stage, and subscription numbers that meet the following conditions may be grey test:
-
Sign up for more than 3 months;
-
No serious violations in the past 3 months;
-
Published at least 3 original articles.
Although the threshold is not high, luck depends on the gray level test!
According to yinghoo-tech’s understanding, the payment function only gray-tests some eligible personal subscription numbers. WeChat said that it will continue to provide this capability for more accounts in the future. Wait for it! After successful launch, the operator can set a charge for some or all of the original article, and users can read the full text after purchasing the article.
1. Operator: Internal testing depends on luck, and operation depends on strength!
After applying for the payment function, the operator can select “Paid Graphic” in the “Graphic Type” at the bottom of the background editor of the public account, and set the proportion of the article that can be read and the purchase pricing according to the guidelines, but the pricing range is only Can choose appropriate pricing within 35 price ranges from 1 to 208 yuan. Operators cannot customize prices.
Needs operation The authors note that after the content is sent in batches, the parameters and settings of the article price, trial reading ratio, and foreword cannot be modified.
Although paid articles can be deleted on their own, if the operator deletes the text and causes user complaints or disputes, the platform will punish them accordingly.
In 2016, the sensational “Luo Yixiao” leukemia donation incident was revealed that the author was just “selling miserably” to cheat the sympathy and money of netizens, and then the WeChat platform frozen these hundreds of thousands of donations , And the author was banned and punished. It can be seen that operators should not use content to deceive users. If users complain, they will be severely punished. Operation still depends on strength!
At present, subscription number paid content supports iOS and Android users to purchase. Android users can use WeChat to pay directly, while iOS requires payment through Apple IAP. This payment model is actually “virtual payment”.
In response, WeChat officials also responded: According to the provisions of Apple ’s “Apple Developer Program”, WeChat needs to settle with Apple first, and the rest of the money will be provided to the operator in conjunction with the Apple settlement cycle. There is no channel cost for the Android payment, and it is settled to the operator every month. The platform is temporarily unpaid during the grayscale period.
2. User: Can’t take screenshots while sharing paid content?
Second, for users, although knowledge payment is not unfamiliar, for paid articles in WeChat public account, it is still full of imagination.
After the user purchases, enter “My paid content” through the “…” in the upper right corner of the subscription number list, and you can view the subscription number and corresponding paid content you have paid for.
In the gray test phase, only the “paid reading” capability is provided for a single article. Paid content does not support actions such as appreciation, reposting, and inserting advertisements. At present, in the WeChat public platform, no matter what channels are used to obtain articles, users need to pay “full payment”.
However, after testing by yinghoo-tech, it was found that paid content can be “shared” in screenshots. “If the content of the screenshot is converted into text by OCR, it should be distributed in minutes. It costs one person, and the family is not hungry!” Some netizens joked to us.
In this regard, Weibo Q & A has a more “smart” solution. One person pays to share with other users, and only needs 1 yuan to get paid content. The low cost of 1 yuan can save the user’s time to share screenshots to a certain extent, and the platform can also make money.
However, the “paid reading” with many conditions reflects WeChat’s emphasis on each new ability. WeChat believes that “paid reading” is a “feedback” to good creators, and WeChat platforms are working hard to provide high-quality content creators with more capabilities and let those who create value reflect their value.
The evolutionary history of “pay” for WeChat public account
In fact, this is not the first time WeChat has been testing the “edge” of paying.
As early as August 2015, the WeChat public platform began to increase the protection of originals. The platform has launched functions such as original announcements and rewards. At the same time, the WeChat team stated that 11 incentive mechanisms will be launched in the future, among which, it will cause a great stir , Is the “pay-to-read” feature.
In early 2016, WeChat conducted an internal test of the “paid reading” function of the public account in the form of an invitation system. The “paid reading” at that time was extremely “mysterious”. WeChat did not disclose the specific rules, but the response was still in the testing stage. There was no timetable for when it would go online and whether it would be open.
Tencent’s Relevant people also responded in the interview that internal testing has not yet started, and the product is being polished, and the entire process is polished to ensure a better experience for operators.
While this polishing, we waited for three years.
However, in the “paid reading” account that was invited in 2016, you can see some rules at the time:
-
Public account authors can decide what to read for free: between 20 ~ 200 words
-
And can set the price between 0 ~ 200 years, you can watch the full text after paying;
In 2017, Ma Huateng commented on a circle of friends article published by well-known IT creator keso, and will personally urge the pace of WeChat public account paid subscriptions. At a time, the words “” paid reading “” were blasted again.
“Paid When “Reading” didn’t come, “it looked forward to it”, and the day when it really came, worries and doubts accompanied it. Would users be willing to “pay for it”? Can creators make money as a result?
Who pays for “Pay Reading” money?
“WeChat public account now launches” paid reading “? complicated! “
Yesterday afternoon, after WeChat official announced the public account “Paid Reading”, we interviewed several senior creators for the first time, and from their words, they all revealed that they were “not optimistic.”
It doesn’t look good, in fact, it has to be from the perspective of the creator and the user.
1. Three types of creators will benefit the most
Of course, the creators who benefit first are definitely KOLs in the Internet field. However, the key to whether users are willing to pay is still the content itself. Therefore, according to yinghoo-tech, the following three types of public account creators Most benefit:
-
Large size IP. This kind of creators mainly rely on their own influence. They already have a sufficient number of diehard fans, so even if they switch from free content to pay, there are still fans buying. For example, the well-known Internet observer Feng Dahui just opened his own payment circle on Knowledge Planet, and a large number of users paid to join;
-
Vertical domain creator. This type of creator is very popular on any platform. Due to the limitation of professional ability, high-quality public accounts in the vertical field are relatively scarce, so their fan stickiness will also beRelatively high, although there are not many users, but the purchasing power will not be too bad, and they are more willing to pay for professional content;
-
Dry goods and experience class public number. This kind of content has always been the “pillar” of major platforms, because users just need content, so payment is easier to form. It can be economic dry goods such as stocks, it can also be the unpopular knowledge in our daily lives, and even the strategy of games.
2, users are not willing to “pay out of pocket”?
Just now, we analyzed the “long” process of the public account launching the paid function, and we can see that WeChat is still somewhat restrained in releasing this function. After all, Internet users are still accustomed to free, and “paid” can make it difficult for users to adapt.
Actually, this statement makes sense.
Through the interview of yinghoo-tech, it is not only that many users have expressed their reluctance to pay to see the contents of the public account. Among the senior public account creators, there are not a few who question the move of WeChat. .
The well-known self-media Ji Yongqing once said, “ The essence of the Internet is sharing.” Paid reading “will lead to a decrease in reading volume and influence, and it will be difficult to achieve a balanced win-win situation between the two. . “
“Pay reading” that even creators are questioning. Will users buy it? Ordinary users who are accustomed to brushing their friends and public accounts to pass the time have long been accustomed to free.
History has proven that since the Internet platform launched a content charging model for users, only video, audio, music, and online literature and other entertainment content have been established. And creators charge users for creating content independently, and only the head players of the platform succeed. This is the status quo on any platform.
It’s worth noting that willingness to pay for content is still very few niche users. Perhaps due to the above reasons, the public account “Paid Reading” took three years to officially launch.
However, the official purpose of WeChat’s official announcement of “Paid Reading” is clear: Support high-quality original content .
In fact, as the largest content gathering place, public accounts have been facing issues such as low open rates in recent years. According to third-party statistics, the average open rate of public accounts in December 2018 was only 1.32%. Creators will inevitably choose to flee to other content platforms.
On the other hand, platforms such as Toutiaohao and Penguin spent a lot of cash subsidies to attract original authors, which also caused a lot of impact on public accounts. “We will now issue the Toutiao and Baijia numbers first, and then the WeiboLetter to the public account, if you make a headline, it will usually be recommended first, and the traffic is relatively large, “one creator told Xiaoying Observation (yinghoo-tech).
It is worth noting that the headline number announced the opening of the paid column feature in July 2018. It can be seen that the WeChat public account launched the “paid reading” function “imminent”!
For WeChat The problem of the public account opening rate is decreasing year by year. In addition to doing more exploration on the content of the public account, WeChat is also looking for new outlets. This has also been mentioned in the “2020 WeChat Open Course PRO” a few days ago.
Zhang Xiaolong said in the last part of his video speech, “ WeChat’s short content has always been our direction. If it goes well, we may see you soon. ” Without a doubt, The short content will be the next exit of the WeChat public platform.
The advent of paid reading and short content also allows creators of outstanding content to have the possibility of monetization other than advertising. The energy of excellent content itself is huge. China’s first international internet celebrity, “Li Zihuan,” has won worldwide recognition for its high-quality video content. Will there be the next “Li Ziyi” in WeChat? let us wait and see.
Sign up for more than 3 months;
No serious violations in the past 3 months;
Published at least 3 original articles.
Although the threshold is not high, luck depends on the gray level test!
According to yinghoo-tech’s understanding, the payment function only gray-tests some eligible personal subscription numbers. WeChat said that it will continue to provide this capability for more accounts in the future. Wait for it! After successful launch, the operator can set a charge for some or all of the original article, and users can read the full text after purchasing the article.
1. Operator: Internal testing depends on luck, and operation depends on strength!
After applying for the payment function, the operator can select “Paid Graphic” in the “Graphic Type” at the bottom of the background editor of the public account, and set the proportion of the article that can be read and the purchase pricing according to the guidelines, but the pricing range is only Can choose appropriate pricing within 35 price ranges from 1 to 208 yuan. Operators cannot customize prices.
Needs operation The authors note that after the content is sent in batches, the parameters and settings of the article price, trial reading ratio, and foreword cannot be modified.
Although paid articles can be deleted on their own, if the operator deletes the text and causes user complaints or disputes, the platform will punish them accordingly.
In 2016, the sensational “Luo Yixiao” leukemia donation incident was revealed that the author was just “selling miserably” to cheat the sympathy and money of netizens, and then the WeChat platform frozen these hundreds of thousands of donations , And the author was banned and punished. It can be seen that operators should not use content to deceive users. If users complain, they will be severely punished. Operation still depends on strength!
At present, subscription number paid content supports iOS and Android users to purchase. Android users can use WeChat to pay directly, while iOS requires payment through Apple IAP. This payment model is actually “virtual payment”.
In response, WeChat officials also responded: According to the provisions of Apple ’s “Apple Developer Program”, WeChat needs to settle with Apple first, and the rest of the money will be provided to the operator in conjunction with the Apple settlement cycle. There is no channel cost for the Android payment, and it is settled to the operator every month. The platform is temporarily unpaid during the grayscale period.
2. User: Can’t take screenshots while sharing paid content?
Second, for users, although knowledge payment is not unfamiliar, for paid articles in WeChat public account, it is still full of imagination.
After the user purchases, enter “My paid content” through the “…” in the upper right corner of the subscription number list, and you can view the subscription number and corresponding paid content you have paid for.
In the gray test phase, only the “paid reading” capability is provided for a single article. Paid content does not support actions such as appreciation, reposting, and inserting advertisements. At present, in the WeChat public platform, no matter what channels are used to obtain articles, users need to pay “full payment”.
However, after testing by yinghoo-tech, it was found that paid content can be “shared” in screenshots. “If the content of the screenshot is converted into text by OCR, it should be distributed in minutes. It costs one person, and the family is not hungry!” Some netizens joked to us.
In this regard, Weibo Q & A has a more “smart” solution. One person pays to share with other users, and only needs 1 yuan to get paid content. The low cost of 1 yuan can save the user’s time to share screenshots to a certain extent, and the platform can also make money.
However, the “paid reading” with many conditions reflects WeChat’s emphasis on each new ability. WeChat believes that “paid reading” is a “feedback” to good creators, and WeChat platforms are working hard to provide high-quality content creators with more capabilities and let those who create value reflect their value.
The evolutionary history of “pay” for WeChat public account
In fact, this is not the first time WeChat has been testing the “edge” of paying.
As early as August 2015, the WeChat public platform began to increase the protection of originals. The platform has launched functions such as original announcements and rewards. At the same time, the WeChat team stated that 11 incentive mechanisms will be launched in the future, among which, it will cause a great stir , Is the “pay-to-read” feature.
In early 2016, WeChat conducted an internal test of the “paid reading” function of the public account in the form of an invitation system. The “paid reading” at that time was extremely “mysterious”. WeChat did not disclose the specific rules, but the response was still in the testing stage. There was no timetable for when it would go online and whether it would be open.
Tencent’s Relevant people also responded in the interview that internal testing has not yet started, and the product is being polished, and the entire process is polished to ensure a better experience for operators.
While this polishing, we waited for three years.
However, in the “paid reading” account that was invited in 2016, you can see some rules at the time:
-
Public account authors can decide what to read for free: between 20 ~ 200 words
-
And can set the price between 0 ~ 200 years, you can watch the full text after paying;
In 2017, Ma Huateng commented on a circle of friends article published by well-known IT creator keso, and will personally urge the pace of WeChat public account paid subscriptions. At a time, the words “” paid reading “” were blasted again.
“Paid When “Reading” didn’t come, “it looked forward to it”, and the day when it really came, worries and doubts accompanied it. Would users be willing to “pay for it”? Can creators make money as a result?
Who pays for “Pay Reading” money?
“WeChat public account now launches” paid reading “? complicated! “
Yesterday afternoon, after WeChat official announced the public account “Paid Reading”, we interviewed several senior creators for the first time, and from their words, they all revealed that they were “not optimistic.”
It doesn’t look good, in fact, it has to be from the perspective of the creator and the user.
1. Three types of creators will benefit the most
Of course, the creators who benefit first are definitely KOLs in the Internet field. However, the key to whether users are willing to pay is still the content itself. Therefore, according to yinghoo-tech, the following three types of public account creators Most benefit:
-
Large size IP. This kind of creators mainly rely on their own influence. They already have a sufficient number of diehard fans, so even if they switch from free content to pay, there are still fans buying. For example, the well-known Internet observer Feng Dahui just opened his own payment circle on Knowledge Planet, and a large number of users paid to join;
-
Vertical domain creator. This type of creator is very popular on any platform. Due to the limitation of professional ability, high-quality public accounts in the vertical field are relatively scarce, so their fan stickiness will also beRelatively high, although there are not many users, but the purchasing power will not be too bad, and they are more willing to pay for professional content;
-
Dry goods and experience class public number. This kind of content has always been the “pillar” of major platforms, because users just need content, so payment is easier to form. It can be economic dry goods such as stocks, it can also be the unpopular knowledge in our daily lives, and even the strategy of games.
2, users are not willing to “pay out of pocket”?
Just now, we analyzed the “long” process of the public account launching the paid function, and we can see that WeChat is still somewhat restrained in releasing this function. After all, Internet users are still accustomed to free, and “paid” can make it difficult for users to adapt.
Actually, this statement makes sense.
Through the interview of yinghoo-tech, it is not only that many users have expressed their reluctance to pay to see the contents of the public account. Among the senior public account creators, there are not a few who question the move of WeChat. .
The well-known self-media Ji Yongqing once said, “ The essence of the Internet is sharing.” Paid reading “will lead to a decrease in reading volume and influence, and it will be difficult to achieve a balanced win-win situation between the two. . “
“Pay reading” that even creators are questioning. Will users buy it? Ordinary users who are accustomed to brushing their friends and public accounts to pass the time have long been accustomed to free.
History has proven that since the Internet platform launched a content charging model for users, only video, audio, music, and online literature and other entertainment content have been established. And creators charge users for creating content independently, and only the head players of the platform succeed. This is the status quo on any platform.
It’s worth noting that willingness to pay for content is still very few niche users. Perhaps due to the above reasons, the public account “Paid Reading” took three years to officially launch.
However, the official purpose of WeChat’s official announcement of “Paid Reading” is clear: Support high-quality original content .
In fact, as the largest content gathering place, public accounts have been facing issues such as low open rates in recent years. According to third-party statistics, the average open rate of public accounts in December 2018 was only 1.32%. Creators will inevitably choose to flee to other content platforms.
On the other hand, platforms such as Toutiaohao and Penguin spent a lot of cash subsidies to attract original authors, which also caused a lot of impact on public accounts. “We will now issue the Toutiao and Baijia numbers first, and then the WeiboLetter to the public account, if you make a headline, it will usually be recommended first, and the traffic is relatively large, “one creator told Xiaoying Observation (yinghoo-tech).
It is worth noting that the headline number announced the opening of the paid column feature in July 2018. It can be seen that the WeChat public account launched the “paid reading” function “imminent”!
For WeChat The problem of the public account opening rate is decreasing year by year. In addition to doing more exploration on the content of the public account, WeChat is also looking for new outlets. This has also been mentioned in the “2020 WeChat Open Course PRO” a few days ago.
Zhang Xiaolong said in the last part of his video speech, “ WeChat’s short content has always been our direction. If it goes well, we may see you soon. ” Without a doubt, The short content will be the next exit of the WeChat public platform.
The advent of paid reading and short content also allows creators of outstanding content to have the possibility of monetization other than advertising. The energy of excellent content itself is huge. China’s first international internet celebrity, “Li Zihuan,” has won worldwide recognition for its high-quality video content. Will there be the next “Li Ziyi” in WeChat? let us wait and see.
Second, for users, although knowledge payment is not unfamiliar, for paid articles in WeChat public account, it is still full of imagination.
After the user purchases, enter “My paid content” through the “…” in the upper right corner of the subscription number list, and you can view the subscription number and corresponding paid content you have paid for.
In the gray test phase, only the “paid reading” capability is provided for a single article. Paid content does not support actions such as appreciation, reposting, and inserting advertisements. At present, in the WeChat public platform, no matter what channels are used to obtain articles, users need to pay “full payment”.
However, after testing by yinghoo-tech, it was found that paid content can be “shared” in screenshots. “If the content of the screenshot is converted into text by OCR, it should be distributed in minutes. It costs one person, and the family is not hungry!” Some netizens joked to us.
In this regard, Weibo Q & A has a more “smart” solution. One person pays to share with other users, and only needs 1 yuan to get paid content. The low cost of 1 yuan can save the user’s time to share screenshots to a certain extent, and the platform can also make money.
However, the “paid reading” with many conditions reflects WeChat’s emphasis on each new ability. WeChat believes that “paid reading” is a “feedback” to good creators, and WeChat platforms are working hard to provide high-quality content creators with more capabilities and let those who create value reflect their value.
The evolutionary history of “pay” for WeChat public account
In fact, this is not the first time WeChat has been testing the “edge” of paying.
As early as August 2015, the WeChat public platform began to increase the protection of originals. The platform has launched functions such as original announcements and rewards. At the same time, the WeChat team stated that 11 incentive mechanisms will be launched in the future, among which, it will cause a great stir , Is the “pay-to-read” feature.
In early 2016, WeChat conducted an internal test of the “paid reading” function of the public account in the form of an invitation system. The “paid reading” at that time was extremely “mysterious”. WeChat did not disclose the specific rules, but the response was still in the testing stage. There was no timetable for when it would go online and whether it would be open.
Tencent’s Relevant people also responded in the interview that internal testing has not yet started, and the product is being polished, and the entire process is polished to ensure a better experience for operators.
While this polishing, we waited for three years.
However, in the “paid reading” account that was invited in 2016, you can see some rules at the time:
-
Public account authors can decide what to read for free: between 20 ~ 200 words
-
And can set the price between 0 ~ 200 years, you can watch the full text after paying;
In 2017, Ma Huateng commented on a circle of friends article published by well-known IT creator keso, and will personally urge the pace of WeChat public account paid subscriptions. At a time, the words “” paid reading “” were blasted again.
“Paid When “Reading” didn’t come, “it looked forward to it”, and the day when it really came, worries and doubts accompanied it. Would users be willing to “pay for it”? Can creators make money as a result?
Who pays for “Pay Reading” money?
“WeChat public account now launches” paid reading “? complicated! “
Yesterday afternoon, after WeChat official announced the public account “Paid Reading”, we interviewed several senior creators for the first time, and from their words, they all revealed that they were “not optimistic.”
It doesn’t look good, in fact, it has to be from the perspective of the creator and the user.
1. Three types of creators will benefit the most
Of course, the creators who benefit first are definitely KOLs in the Internet field. However, the key to whether users are willing to pay is still the content itself. Therefore, according to yinghoo-tech, the following three types of public account creators Most benefit:
-
Large size IP. This kind of creators mainly rely on their own influence. They already have a sufficient number of diehard fans, so even if they switch from free content to pay, there are still fans buying. For example, the well-known Internet observer Feng Dahui just opened his own payment circle on Knowledge Planet, and a large number of users paid to join;
-
Vertical domain creator. This type of creator is very popular on any platform. Due to the limitation of professional ability, high-quality public accounts in the vertical field are relatively scarce, so their fan stickiness will also beRelatively high, although there are not many users, but the purchasing power will not be too bad, and they are more willing to pay for professional content;
-
Dry goods and experience class public number. This kind of content has always been the “pillar” of major platforms, because users just need content, so payment is easier to form. It can be economic dry goods such as stocks, it can also be the unpopular knowledge in our daily lives, and even the strategy of games.
2, users are not willing to “pay out of pocket”?
Just now, we analyzed the “long” process of the public account launching the paid function, and we can see that WeChat is still somewhat restrained in releasing this function. After all, Internet users are still accustomed to free, and “paid” can make it difficult for users to adapt.
Actually, this statement makes sense.
Through the interview of yinghoo-tech, it is not only that many users have expressed their reluctance to pay to see the contents of the public account. Among the senior public account creators, there are not a few who question the move of WeChat. .
The well-known self-media Ji Yongqing once said, “ The essence of the Internet is sharing.” Paid reading “will lead to a decrease in reading volume and influence, and it will be difficult to achieve a balanced win-win situation between the two. . “
“Pay reading” that even creators are questioning. Will users buy it? Ordinary users who are accustomed to brushing their friends and public accounts to pass the time have long been accustomed to free.
History has proven that since the Internet platform launched a content charging model for users, only video, audio, music, and online literature and other entertainment content have been established. And creators charge users for creating content independently, and only the head players of the platform succeed. This is the status quo on any platform.
It’s worth noting that willingness to pay for content is still very few niche users. Perhaps due to the above reasons, the public account “Paid Reading” took three years to officially launch.
However, the official purpose of WeChat’s official announcement of “Paid Reading” is clear: Support high-quality original content .
In fact, as the largest content gathering place, public accounts have been facing issues such as low open rates in recent years. According to third-party statistics, the average open rate of public accounts in December 2018 was only 1.32%. Creators will inevitably choose to flee to other content platforms.
On the other hand, platforms such as Toutiaohao and Penguin spent a lot of cash subsidies to attract original authors, which also caused a lot of impact on public accounts. “We will now issue the Toutiao and Baijia numbers first, and then the WeiboLetter to the public account, if you make a headline, it will usually be recommended first, and the traffic is relatively large, “one creator told Xiaoying Observation (yinghoo-tech).
It is worth noting that the headline number announced the opening of the paid column feature in July 2018. It can be seen that the WeChat public account launched the “paid reading” function “imminent”!
For WeChat The problem of the public account opening rate is decreasing year by year. In addition to doing more exploration on the content of the public account, WeChat is also looking for new outlets. This has also been mentioned in the “2020 WeChat Open Course PRO” a few days ago.
Zhang Xiaolong said in the last part of his video speech, “ WeChat’s short content has always been our direction. If it goes well, we may see you soon. ” Without a doubt, The short content will be the next exit of the WeChat public platform.
The advent of paid reading and short content also allows creators of outstanding content to have the possibility of monetization other than advertising. The energy of excellent content itself is huge. China’s first international internet celebrity, “Li Zihuan,” has won worldwide recognition for its high-quality video content. Will there be the next “Li Ziyi” in WeChat? let us wait and see.
Public account authors can decide what to read for free: between 20 ~ 200 words
And can set the price between 0 ~ 200 years, you can watch the full text after paying;
In 2017, Ma Huateng commented on a circle of friends article published by well-known IT creator keso, and will personally urge the pace of WeChat public account paid subscriptions. At a time, the words “” paid reading “” were blasted again.
“Paid When “Reading” didn’t come, “it looked forward to it”, and the day when it really came, worries and doubts accompanied it. Would users be willing to “pay for it”? Can creators make money as a result?
Who pays for “Pay Reading” money?
“WeChat public account now launches” paid reading “? complicated! “
Yesterday afternoon, after WeChat official announced the public account “Paid Reading”, we interviewed several senior creators for the first time, and from their words, they all revealed that they were “not optimistic.”
It doesn’t look good, in fact, it has to be from the perspective of the creator and the user.
1. Three types of creators will benefit the most
Of course, the creators who benefit first are definitely KOLs in the Internet field. However, the key to whether users are willing to pay is still the content itself. Therefore, according to yinghoo-tech, the following three types of public account creators Most benefit:
-
Large size IP. This kind of creators mainly rely on their own influence. They already have a sufficient number of diehard fans, so even if they switch from free content to pay, there are still fans buying. For example, the well-known Internet observer Feng Dahui just opened his own payment circle on Knowledge Planet, and a large number of users paid to join;
-
Vertical domain creator. This type of creator is very popular on any platform. Due to the limitation of professional ability, high-quality public accounts in the vertical field are relatively scarce, so their fan stickiness will also beRelatively high, although there are not many users, but the purchasing power will not be too bad, and they are more willing to pay for professional content;
-
Dry goods and experience class public number. This kind of content has always been the “pillar” of major platforms, because users just need content, so payment is easier to form. It can be economic dry goods such as stocks, it can also be the unpopular knowledge in our daily lives, and even the strategy of games.
2, users are not willing to “pay out of pocket”?
Just now, we analyzed the “long” process of the public account launching the paid function, and we can see that WeChat is still somewhat restrained in releasing this function. After all, Internet users are still accustomed to free, and “paid” can make it difficult for users to adapt.
Actually, this statement makes sense.
Through the interview of yinghoo-tech, it is not only that many users have expressed their reluctance to pay to see the contents of the public account. Among the senior public account creators, there are not a few who question the move of WeChat. .
The well-known self-media Ji Yongqing once said, “ The essence of the Internet is sharing.” Paid reading “will lead to a decrease in reading volume and influence, and it will be difficult to achieve a balanced win-win situation between the two. . “
“Pay reading” that even creators are questioning. Will users buy it? Ordinary users who are accustomed to brushing their friends and public accounts to pass the time have long been accustomed to free.
History has proven that since the Internet platform launched a content charging model for users, only video, audio, music, and online literature and other entertainment content have been established. And creators charge users for creating content independently, and only the head players of the platform succeed. This is the status quo on any platform.
It’s worth noting that willingness to pay for content is still very few niche users. Perhaps due to the above reasons, the public account “Paid Reading” took three years to officially launch.
However, the official purpose of WeChat’s official announcement of “Paid Reading” is clear: Support high-quality original content .
In fact, as the largest content gathering place, public accounts have been facing issues such as low open rates in recent years. According to third-party statistics, the average open rate of public accounts in December 2018 was only 1.32%. Creators will inevitably choose to flee to other content platforms.
On the other hand, platforms such as Toutiaohao and Penguin spent a lot of cash subsidies to attract original authors, which also caused a lot of impact on public accounts. “We will now issue the Toutiao and Baijia numbers first, and then the WeiboLetter to the public account, if you make a headline, it will usually be recommended first, and the traffic is relatively large, “one creator told Xiaoying Observation (yinghoo-tech).
It is worth noting that the headline number announced the opening of the paid column feature in July 2018. It can be seen that the WeChat public account launched the “paid reading” function “imminent”!
For WeChat The problem of the public account opening rate is decreasing year by year. In addition to doing more exploration on the content of the public account, WeChat is also looking for new outlets. This has also been mentioned in the “2020 WeChat Open Course PRO” a few days ago.
Zhang Xiaolong said in the last part of his video speech, “ WeChat’s short content has always been our direction. If it goes well, we may see you soon. ” Without a doubt, The short content will be the next exit of the WeChat public platform.
The advent of paid reading and short content also allows creators of outstanding content to have the possibility of monetization other than advertising. The energy of excellent content itself is huge. China’s first international internet celebrity, “Li Zihuan,” has won worldwide recognition for its high-quality video content. Will there be the next “Li Ziyi” in WeChat? let us wait and see.
Of course, the creators who benefit first are definitely KOLs in the Internet field. However, the key to whether users are willing to pay is still the content itself. Therefore, according to yinghoo-tech, the following three types of public account creators Most benefit:
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Large size IP. This kind of creators mainly rely on their own influence. They already have a sufficient number of diehard fans, so even if they switch from free content to pay, there are still fans buying. For example, the well-known Internet observer Feng Dahui just opened his own payment circle on Knowledge Planet, and a large number of users paid to join;
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Vertical domain creator. This type of creator is very popular on any platform. Due to the limitation of professional ability, high-quality public accounts in the vertical field are relatively scarce, so their fan stickiness will also beRelatively high, although there are not many users, but the purchasing power will not be too bad, and they are more willing to pay for professional content;
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Dry goods and experience class public number. This kind of content has always been the “pillar” of major platforms, because users just need content, so payment is easier to form. It can be economic dry goods such as stocks, it can also be the unpopular knowledge in our daily lives, and even the strategy of games.
2, users are not willing to “pay out of pocket”?
Just now, we analyzed the “long” process of the public account launching the paid function, and we can see that WeChat is still somewhat restrained in releasing this function. After all, Internet users are still accustomed to free, and “paid” can make it difficult for users to adapt.
Actually, this statement makes sense.
Through the interview of yinghoo-tech, it is not only that many users have expressed their reluctance to pay to see the contents of the public account. Among the senior public account creators, there are not a few who question the move of WeChat. .
The well-known self-media Ji Yongqing once said, “ The essence of the Internet is sharing.” Paid reading “will lead to a decrease in reading volume and influence, and it will be difficult to achieve a balanced win-win situation between the two. . “
“Pay reading” that even creators are questioning. Will users buy it? Ordinary users who are accustomed to brushing their friends and public accounts to pass the time have long been accustomed to free.
History has proven that since the Internet platform launched a content charging model for users, only video, audio, music, and online literature and other entertainment content have been established. And creators charge users for creating content independently, and only the head players of the platform succeed. This is the status quo on any platform.
It’s worth noting that willingness to pay for content is still very few niche users. Perhaps due to the above reasons, the public account “Paid Reading” took three years to officially launch.
However, the official purpose of WeChat’s official announcement of “Paid Reading” is clear: Support high-quality original content .
In fact, as the largest content gathering place, public accounts have been facing issues such as low open rates in recent years. According to third-party statistics, the average open rate of public accounts in December 2018 was only 1.32%. Creators will inevitably choose to flee to other content platforms.
On the other hand, platforms such as Toutiaohao and Penguin spent a lot of cash subsidies to attract original authors, which also caused a lot of impact on public accounts. “We will now issue the Toutiao and Baijia numbers first, and then the WeiboLetter to the public account, if you make a headline, it will usually be recommended first, and the traffic is relatively large, “one creator told Xiaoying Observation (yinghoo-tech).
It is worth noting that the headline number announced the opening of the paid column feature in July 2018. It can be seen that the WeChat public account launched the “paid reading” function “imminent”!
For WeChat The problem of the public account opening rate is decreasing year by year. In addition to doing more exploration on the content of the public account, WeChat is also looking for new outlets. This has also been mentioned in the “2020 WeChat Open Course PRO” a few days ago.
Zhang Xiaolong said in the last part of his video speech, “ WeChat’s short content has always been our direction. If it goes well, we may see you soon. ” Without a doubt, The short content will be the next exit of the WeChat public platform.
The advent of paid reading and short content also allows creators of outstanding content to have the possibility of monetization other than advertising. The energy of excellent content itself is huge. China’s first international internet celebrity, “Li Zihuan,” has won worldwide recognition for its high-quality video content. Will there be the next “Li Ziyi” in WeChat? let us wait and see.
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