Author: Tan Xiao Han
Luo Xiang, who talks fancy about criminal law, has recently become a commercial phenomenon. Since the first video was posted on station B on March 9, so far, the number of followers of the account on station B of “Luo Xiang said Criminal Law” has exceeded 3.4 million. Prior to Luo Xiang, the recent knowledge-based UP masters who have gained fast growth in fans at station B also include Wizard Finance and Half Buddha Fairy. The former rose 1 million in 3 months and the latter rose 1.5 million in 2 months.
“Going on like this, station B can open a financial district.” A user at station B said that she has seen many public accounts and Weibo Da V recently stationed at station B.
Finance and science, it sounds more like a WeChat public account or a business domain that I know.
WeChat and Zhihu are the most important platforms in the era of graphic content, producing most high-quality content, creating a large number of high-level authors, forming an effective relationship chain, so-called private domain traffic, but when Douyin and Kuaishou drag the content ecological competition from the graphics to the video track, but their response is particularly slow, but it is station B. In this video field battle in the field of knowledge, a leg was first stretched out and temporarily stuck. Bit success.
Although in August last year, it received a $ 434 million financing led by a fast hand, no independent video content entrance has been seen on the homepage and second page of Zhihu; from the collective action of the WeChat public account stationed at station B, See, WeChat has not yet found an effective form that can convert the precipitated graphic creator resources and relationship chains into video content.
WeChat ’s latest action is to launch a video number, but many people have complained. Most of the videos they brushed were middle-aged oily men who smashed their feet and their eyes were blind. These seemingly awkward creators are WeChat ecology. One of the important groups that produces high-quality content.
The transfer of content ecology from graphics to video is a mega trend, which is irreversible, just like the rise of TV once, overwhelming other media. The question is, who will lead the migration or upgrade of the content ecosystem from graphics to video? It seems that it may not be the video number.
The WeChat public account is a liberation for content producers. Until now, the content advantage is still in the hands of Zhang Xiaolong, but he needs to stand with those middle-aged greasy content producers and find a way for them. Ladder of the times.
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Chen Rui, chairman of station B, has 22 interesting science popularization masters in his watch list. Although the proportion of 313 total followers is not high, several of them have only recently settled in station B. Some of them are newcomers, and some of them have some influence on other platforms, such as WeChat public account.
A B station up host told the alphabet list that before the financial class up host did not have an audience at station B, which led to the bleak playback of many official accounts, which again affected the up host ’s creative and submission motivation, thereby forming a malignant cycle. “But Witcher Finance opened up this gap and let everyone see that hard-core knowledge content also has market traffic.”
“Knowledge is definitely the main push this year, and Luo Xiang invited station B to the past.” Knowing the user, also the old user B station Wsns told the alphabet list.
The newcomer Afu frits is also in the attention of the chairman of the station B, Chen Rui. In September 2019, Afu decided to use vlog as the entry point to become a full-time up leader. However, a few months later, he switched to the direction of knowledge and science, and made him realize that knowledge-based content has imagination space in station B and explored it. Start.
“Lao Jiang is a relatively early up-seller in the serious financial content of Station B, and his video content is very valuable.” Afu observation found that many fans can watch Lao Jiang’s forty-five minutes of financial videos, Fan messages are of high quality, and he realizes that there are huge user needs that have not been met for a long time in the fields of knowledge and finance.
Sorcerer’s WealthThe emergence of the economy has made this demand prominent. “Witcher Finance is the one who really did this, and then everyone crowded in.” In addition to the interactive data of Witcher Finance ’s own video, an example can prove that users at station B have shown great passion for finance and knowledge Yes, a video created by Afu last December to analyze the cause of the witch’s financial explosion was over 1 million, and this is just the first knowledge video he posted at station B. According to Afu, on the premise that he only has 200 fans, the natural traffic of this video has reached hundreds of thousands, and then was discovered and recommended by the editor to get a higher playback volume.
A long-term investor who has observed the ecology of the content has analyzed the alphabet list. Since 2018, some courses that can only help people in the workplace to achieve self-improvement without benefiting from direct economic benefits from research have continued to increase demand. Many people realize that they need to add some temporarily seemingly useless knowledge.
This demand corresponds to the content field, which is one of the reasons for the rise of accounts such as Half Buddha Fairy in 2019. It adapts to people’s psychological satisfaction-while expanding their knowledge. “This kind of article maintains a proper balance. Too difficult will increase the threshold for reading and lose the audience. It is too entertaining and cannot meet people’s demand for knowledge.” The above-mentioned investors said.
B-site users are also facing the same situation. In the past two years, one of the themes of Station B is the rise of the living area. Knowing that the user “fat playing guitar” told the letter list that the living area is a casual communication content. From the perspective of the growth of the user group, The early user group of the station has shifted from students to the workplace, and they must enter more realistic information.
Ma Changbo, CEO of Shizhi TV, told the Alphabet List that Station B is shifting from a two-dimensional community to the trend of youth consumption. Knowledge content is an integral part of it. “When station B grows up, the children who watch station B also grow up, they will become anxious. In addition to consuming content where they are interested, they also need content that can help relieve anxiety.”
People’s demand for video products in the field of knowledge is similar. Judging from the content of the old Jiang Ju and the Wizard’s Finance, the latter is rightThe content format has been better packaged, balancing professionalism and leisure, and unearthing this unmet need.
“This kind of up-master is more interesting. Most people watch this kind of video in fact, they are watching the case. Learning knowledge is actually secondary.” Wsns thinks.
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The other side of mining users ’potential demand for knowledge-based video with station B is that this type of content is in short supply in the market: WeChat and Zhihu, the leaders in the graphic era, failed to provide enough video content. Although Kuaishou is actively introducing hard-core knowledge videos, its reserves are still insufficient.
From the content point of view, the content of Douyin and Kuaiyin is still more entertainment and life, and the length of the video is mostly about 1 minute. In addition, the aforementioned investors stated that, from the perspective of the interface and product form, the horizontal screen interface is more suitable for users’ habits of watching knowledge-based videos.
Another investor who is concerned about the content ecology believes that short video content within 1 minute has passed the window period, and longer videos may still have a chance to enter the market. Afu also had a similar analysis when deciding to be a full-time master. In his opinion, the development of the domestic short video industry is opposite to that of foreign countries. The domestic form is short before long. Nearly saturated, long video is still blue ocean. “
The aforementioned investors stated that since last year, many merchants and KOLs found that the dividend period of short video platforms seems to have passed, and the input-output ratio is constantly lowering. They need to find a more suitable platform and form of ROI, and There are two options in front of the short video track, either shorter or longer, and the short video of about 10 minutes has become the next choice in the industry.
This is one of the reasons why Douyin keeps opening video length. In March 2019, Douyin opened a 5-minute recording permission to knowledge creators, and subsequently fully opened a 1-minute video permission to users, and a few months later announced a 15-minute video.Publishing capabilities.
In terms of short video content, the user groups and user attributes of each platform are different, and many contents need to be tailored to local conditions. Afu told the Alphabet Board that he had two choices before making the video, either choosing content suitable for full platform distribution or extreme B-site content, and the latter may not receive the same results when distributed to other platforms.
This also means that the creator advantage formed in the early stages of each platform will have a long-tail effect that affects subsequent competition. Content platforms show strong demand for a vertical category that often starts with a support plan. In the field of knowledge, this is manifested by the curiosity plan and knowledge sharing officer of station B, the fast hand and the knowing quick knowing plan, the Douyin DOU Zhi creator school plan, they were released almost at the same time at the end of last year, and the directions are similar , Collect short video creators in the field of knowledge to their own platform.
This is a battle for high-quality content after the media is upgraded to video form. Whoever wins will be able to build a content moat that is different from his home.
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From the current situation, WeChat and Zhihu, which are one step ahead in the graphic era, are quite slow.
For the impression of station B, Afu ’s feeling is that the atmosphere is good. “Here, sincere and capable creators can often get more affirmation.” In his view, uploading videos by creators only completes the whole. 70% of the content, comments and barrage are extensions of the content. Ma Changbo believes that, on the whole, the fans of station B are more sincere than the fans of Zhihu. “The chain of scorn of Zhihu is very strong. A more sincere atmosphere can obviously encourage content creators at different levels to exert greater advantages.”
In the content community, the restrained Douban still maintains the early community atmosphere to a certain extent, but it is trapped by profit; it knows that it has sacrificed word of mouth for commercialization. It was station B that found a better balance between word of mouth and revenue.
Chairman Chen Rui of Station B
The above investors believe that the quality of Zhihu ’s content has been declining in recent years. The reason is that most creators ca n’t get the same commercial returns as they paid, which has led to a large number of creators leaving. According to Ma Changbo’s analysis, the starting point of Zhihu is the text community, and the B station is the video community, and the text content is facing a high creative threshold to be converted into video content.
Under the condition of the continuous loss of the creator resources, it will become more difficult to screen out a group of people with video creation capabilities to provide supplementary video content.
Before Station B snatched Zhihu’s rice bowl, some of the host had already taken the rice in the bowl. The sorcerer, who was called to open the financial zone of station B by his own power, won the newcomer award of station B in January, and turned over at the end of February. He was accused of plagiarizing many video content because he knew the answer. The Wizarding Finance later explained in Zhihu, apologizing for irregular references.
In the field of knowledge, Zhihu has a long-term accumulation, but in the context of the big era of media upgrade, it has been losing streak. A knowing user believes that many big Vs have dry goods and knowing that they have rich knowledge, but they cannot use it by themselves. They made wedding dresses for the video master of the station, and let others choose cheaply. “Quoting knows the answer to establish a mechanism. Any person or institution quoting should bear a certain economic cost as financial compensation for the respondent who provides a high-quality answer.”
WeChat’s situation is similar. Taking the half-Buddha fairy as an example, he started from Zhihu, made a circle on WeChat, and the main position for publishing video content is station B.
Obviously, the current upgrade path provided by WeChat and Zhihu for these high-level authors on the track of content ecology from graphic to video conversion does not fit the actual situation.
WeChat and Tencent have clearly realized that the content ecological war is shifting from graphics to video. From supporting WeChat, releasing more than 10 short video products to launching video numbers, it shows that Tencent is engaged in various types Video attempt. However, supporting Microvision and launching more than 10 short videos made Tencent in a struggle with Douyin, instead failing to take advantage of its own advantages of graphic content creator resources and relationship chains.
At present, the newly launched video number is also unlikely to help graphic content creators to complete a smooth transition to video content creators. Several people in the industry interviewed by the Alphabet List said that the direction of the video number is still very vague.
Afu said that at this stage, people in the industry are optimistic about the video number based on the hope that they can absorb a wave of dividends and establish their own video number head.Agency image.
The battle around knowledge is not going to stop, it just started. Fatda believes that Zhihu and Douyin’s strength in this regard cannot be underestimated. Although station B is ahead, Zhihu has huge knowledge and rich accumulation of Douyin in the short video field. He also mentioned Knowing Zhihu, “Zhuhu’s long-term accumulation and precipitation in the knowledge community will enable it to go further in knowledge-based video, live, and even deeper media types.”