This article is from WeChat public account: Operation Research Institute (ID: U_quan) , author: routine editorial department, the original title:” after the B station “made a star of” criminal law teacher, why We all started playing the B station? “, The source of the head picture:” Test of Luo Xiang’s Argument “at station B

I do n’t know if you feel the same way as me: The existence of station B is getting higher and higher.

Not to mention last year ’s B-station New Year’s Eve concert, which was called the “Most Young People” New Year’s Party, and the Douban score was 9.2.

After the Spring Festival, you will be begged at station B for “forgiveness”, asking everyone not to win 5-star praise in installments (hit one star) , and gain 2311.7 10,000 plays, 295,000 barrage.

Millions of young people chased the criminal law teaching at station B, which made Teacher Luo Xiang’s fans exceed 3 million in less than a month. (Luo Before Mr. Xiang settled in, the video was already on fire at station B) .

Last weekend, Zhou Shen also appeared in “Singer” and successfully brought out an original Divine Comedy “Daraben Bar”, a virtual idol of station B, at the same time. Knowing the hot search list.

The most important thing is that I found that many of the public accounts that I am following are starting to be station B, and many of them are up at station B soon.

For example:

Surfing Place entered on December 6th, and 9 videos rose to 574,000;

The hard-core half-Buddha fairy has surpassed 2.3 million fans since the end of December last year;

…

It’s pretty eye-catching.

Some other accounts, although they have not been popular at station B, have begun to use station B as one of their own matrix numbers.

For a while, I felt that everyone was doing station B (Of course, this may be my illusion) .

However, I have to admit that many teams have added a B station to the shortlist when they plan to develop video content. So is B station really worth investing in?

Today, we are trying to analyze from several dimensions. If there are omissions or errors, welcome to add corrections.

1. Is it difficult for B to go up?

First, let’s take a look at one of the most important indicators of content on any platform-the difficulty of raising powder.

If you look at the data from some accounts, it feels so easy:

“Hardcore half-Buddha fairy” released 25 videos, the number of fans exceeded 2.3 million;

“Luo Xiang said the criminal law” currently released 9 works, more than 3.5 million fans;

…


But is it really the case?

Let ’s compare station B with the public account and Douyin.

Platform subscription platforms like the public account, want to rely on content to increase fan, basically rely on users to share your content, based on our past experience, A share of the number of fans brought about is 0.9.

So if you want to be a public account now, it is really a “cold” startup. If you have no money or resources, you can only start attracting attention from your circle of friends. (Of course now the public account has begun internal beta “discover public account”, which is good news for public accounts with a small fan base)

Platforms recommended by algorithms such as Douyin will randomly assign a certain amount of exposure to the cold-start traffic pool for each piece of content.

Students who have made headlines should notice that there is an indicator called “recommended amount”. This initial recommended amount is almost the cold-start traffic. It is said that the recommended amount of Douyin cold-start is 500.

Next, the platform will evaluate the content of likes, reposts, comments, and completion of the content. If the indicators are better, it will allocate a higher amount of recommendations, and then filter by layers. Preferred recommendation pool (The content that enters the recommended recommendation pool is basically tens of millions of likes) .

What about station B?

Simply put in between, there are both focus recommendations and algorithm recommendations.

It is also worth noting that the B site was started from the PC side. Early users have used Search and Subscribe (Follow) to watch the content of station B, this habit has also been retained to the mobile end.

So, If your content (in a certain field) is hard-core enough, you can achieve rapid growth in B site .

Take an intuitive example to experience. According to the interview with the new list, Banfo’s rose powder data on the public account platform in 2019 is about 0 to 600,000 in less than one year. (It’s already fierce) , and Station B broke 2 million in 2 and a half months.

Of course, some people may say that the use of rose powder is fast. The user base of station B is so small. (MAU 150 million, DAU 40 million) , Less than a fraction of Douyin (700,000 domestic MAU, 400 million domestic DAU) .

This brings us to the next point-how “useful” are fans at station B?

2. How “useful” are fans at station B?

I don’t know if you have heard complains from Douyin players like this:

Millions of fans are useless, and there is no guarantee that every video will be popular.

Why is this happening? It is still recommended by the algorithm for “ghosts,” especially the single-screen large-screen recommendation of Douyin.

Pan Luan had such a point in his article “Brushing and playing fast”:

Fast-handed dual-column requires users to keep searching, and they are interested.Click again to see.

Douyin is directly under the brain, the interaction mode is a bit more brainless than the fast hand, the kill time is cooler, the user has been in a high energy state, and the content consumption efficiency is very high.

What do you mean? When we were shaking the vibrato, a piece of content was recommended over the screen. Based on the content itself, we decided whether to continue to look down, or swipe away, and rarely care if this content is posted by someone I follow.

In other words, In front of a large-screen recommendation algorithm such as Douyin, it is true that everyone is equal, and your content has almost no advantage of being followed.

So what’s the difference between station B, which also has algorithm recommendations?

B Station App is similar to Kuaishou. The homepage will recommend n works on one screen, which also contains the UP masters you follow. You can choose whether to click according to the cover, title, and whether it is the UP master I follow.

Because users on site B are more sticky. (Official members of site B retain more than 80% in the 12th month. Aiuteng users will not be retained on the 14th. To 60%) , “Following” is the main habit of users at B station.

Left Source “Marketing 2020 Case of Station B”, Right Source “QusetMobile2019 Paid Market Semi-annual Report”

Therefore, UP fans with a large fan base on Station B rarely experience rollovers. This means “fans are useful.”

On this basis, station B users also have a very significant feature- young, highly educated, and rich .

According to the “Marketing Case 2020 of B Station” released by B Station, B Station is Generation Z. (after 95) Users prefer the top of the App list , The proportion of undergraduates and above is 10% higher than the entire network, and users are mainly concentrated in first-tier and second-tier cities.

At the same time, Gen Z has disposable disposable income of up to $ 3501 and is willing to spend time and money on interest.

To sum up, the fans at station B are really “useful” and “worthy.”

3.How about the monetization of station B?

Next is the topic that everyone cares about most, after all, most of itPeople make content either for fire or to make money. (Finally, to make money, charging for love is another matter ~) . So is it monetization friendly at station B?

At present, there are two main monetization methods for the UP master at station B, one is on the platform; the other is on itself.

If you rely on the platform, station B has a Creation Incentive Program (Platform advertising sharing, 10,000 broadcasts = 15 to 60 yuan) < / span>, Bonus ads task (add an ad below the video, 10,000 playbacks = 50 to 200 yuan) , Bonus-and-buy plan (add product ads below the video and share with the merchant after the sale) , Dynamic interaction Push plan, charging plan (fan rewards, small amount) and so on.

Although there are many incentive programs, the overall income is quite low. There is a master vomit, these are divided, let alone to support yourself, not even paying the rent.

So how about monetizing yourself?

Whether it ’s a public account or Douyin, there are basically three ways to monetize on your own: advertising, direct sales, diversion to other platforms, and monetization, and station B is no exception. We analyze them one by one.

Advertisement

Before, we expressed a point in the article, because the way to advertise and realize the Douyin account is in competition with Douyin ’s information flow advertisements, so this Douyin has been hit hard.

If you want to help other products in Douyin, you must use the Douyin star map (similar to Weibo ’s “micro-task” platform and Kuai ’s “Quick Ordering platform) to receive orders, Douyin will charge 30% of the “service fee.” If you do not want to pay the “service fee” and choose to take private work, the risk is very high. It is said to be “the first warning and the second title.”

Advertising on public accounts is basically free as long as it does not involve excessive marketing.

Although there is also a “fireworks quotation” at the B station to match advertisers and UP owners, as far as I observe, it is currently relatively free. (A reasonable guess is that the B station allows the UP owner to make money and ensure that the priority of the content production quantity is higher than selling the advertisements themselves.)

So how profitable is it to receive ads at station B?

Prices learned from relevant practitioners based on blue whale muddy water:

A 5-second implant advertisement (simple broadcast / product placement) or patch video, some fans The 200,000-300,000 UP main offer is 15,000-30,000; and the one million follower UP main requires 7.4-10 million.

If it is customized, the price is higher An UP host who has more than 3 million fans and has been selected as one of the top 100 stations in the B station has a quotation of 140,000 yuan for a patch advertisement, and a total of 239,000 for a custom movie;

A group of two fans ranks in the top ten of station B. (Millions) , their video custom offers are 89.7 Ten thousand yuan and 995,000 yuan.

What is this price point?