Do ordinary people still make dividends from the media?
Alibaba ’s innovative business business group intelligent marketing platform UMIC Class III-[Focus on Growth] ended the fourth live broadcast on May 26. Today I will bring you Jiang Chacha, a live guest guest internet celebrity, a self-media person, and share a classroom interpretation of the theme “Senior self-media people teach you how to create a personal IP”.
More and more super individuals are rising. With the improvement and empowerment of the platform, personal IP is becoming the core competitiveness of the future. How to create your own personal IP? Seize every opportunity given by the times? Do ordinary people still make dividends from the media? How to realize self-media?
Ginger tea, the founder of the public account “Ginger Tea” with the same name, the 2018 Forbes U30 young elite representative, former Ogilvy copywriter. I have written a lot of articles and comics in the advertising circle of the Tucao, and the creator of the explosive “Hythmic Dictionary”, successfully cross-border short video from the public number, and is also the largest community trader in the advertising circle. Today she will answer the above questions for you.
First, make some psychological preparations from the media
1, there is no way to quickly 100,000 +
We are flooded with 100,000+ and explosive videos, but if you want quick success, you can achieve 100,000+ tomorrow. This is unlikely, and there is no one-stop method.
2. There is no fixed path for successful self-media
There is no way to teach the package, because the development path of each self-media is unique, I can only summarize some methods and share with you the pit I have traveled.
3. Your previous experience as a media determines how long you can work hard
Why Mi Meng can open a number on 10w +? Why can half-Buddha fairy make millions of powder in two months? Why can’t I?
Big V has accumulated a lot of industry experience before becoming famous. For example, Mi Meng was a media author very early, Liushen Leilei worked in Xinhua News Agency before, and Luo Zheng was also a well-known entertainment reporter. If you write with them at the same time, it looks like a starting line, in fact, people have already stood at the end.
4. Please adjust your mentality
DoBefore the media, adjust your mentality and make the following preparations: the public account is written for 100+ reading for half a year; the B station video has been playing hundreds of times; it takes only 3 years to become famous … If you can accept it, start again.
Second, do some thinking about short video
I have made short videos for some time, and I have also achieved some results. I have tried them on major video sites and came to this conclusion:
Short video and mid-length video are two logics. Most of the short videos are Kill time, which is a funny way to kill time. The medium and long videos are mainly Save time, popular science, 10 minutes to take you to the movies and so on. Short videos are already saturated, medium and long videos have a chance.
1.Save time video
The most common thing is knowledge sharing. There are several categories:
1) For public knowledge, you need to collect and organize a lot of information yourself and then output it. Users can save time by watching your videos.
2) Vertical self-media category, which is produced by combining your own experience in a certain industry, such as Wizard Finance, Half Buddha, Luo Xiang, etc. If everyone pays more attention, it is easier to get angry. For example, financial topics are more likely to get popular than marketing topics because ordinary people also care about money.
3) Practical, beauty, fitness, food bloggers, etc.
4) Eye-opening categories, such as British newspaper sisters, who use poor information and carry extranet news, tell you that the world can still be like this.
5) Hot reading categories, such as whispering BB, Luo Yan, etc.
2. Kill time video
There are several categories:
1) The most common ones are talent shows, singing, dancing, painting, playing piano, handiwork, etc. There are pure technical types, such as Degula k; and some creative types, such as hand-made Geng and Li Ziqi.
2) Story types, such as sand sculpture plots, paragraphs, and funny videos, are now the mainstream content of short video sites.
3) Resonance category, for scenario reduction and interpretation, such as papi sauce and emotional blogger.
4) The vlog category needs to be emphasized that vlog is a pseudo-need in my opinion. No one wants to see how an ordinary person lives. If it is a star and comes with traffic, his content only has the desire to actively watch , Ordinary people, I do not recommend vlog.
Cath Data has previously made a video content industry report. In popular entertainment, funny and other fields, the content is oversupply and the competition pressure is more. See the figure below for details.
As far as the video is concerned, the playback volume is voted by foot. Users like and dislike, as can be seen from the playback volume. In terms of playback volume and content quality, it is also a question that you have to think about for a long time.
Three, how do ordinary people start to be self-media
1, 0 fans how to write high-read articles / videos
If you intend to rely on self-media to make your own personal IP, the first thing you need to think about is what platform, public account or short video platform?
I made a public account in 2015, and the second article received more than 100,000 readings. There were only 200 fans at that time. Of course, it was during the bonus period.
Now that the bonus period is over, all you have to do is spread the first wave of popularity, because the public account is a decentralized mechanism and there is no AI recommendation. In the case of low followers, you must first determine your own position and what kind of people are around. Your early content can only be spread by affecting the surrounding people. Many marketing friends write about marketing, and many e-sports friends write about e-sports. Because the people you know are always your first fans, the communication resource you have is your circle of friends.
I do n’t recommend ordinary people to start with this platform because it is too difficult to do.
The logic of the short video platform is to recommend videos to you through the same city, people you know, and AI algorithms. It should be emphasized that the recommended way is through tiered traffic pools. The first video will give 300 ~ 500 views, through forwarding, comments, likes and other dimensions, and then arranged to enter the next traffic pool, the traffic gradually increased. If it is evaluated as low quality by the algorithm, it cannot enter the next layer.
So everyone should try their best to spread their content, and only then can they get the traffic given by the platform and become popular.
2. Write text or video?
In terms of content, entertaining graphic content is obviously not as attractive as audio and video. For dry goods, text and video are recommended.
Text is always the underlying logic of the video and will not die, but the space will be constantly compressed. Text is a stock market. It is very difficult to make increments. Unlike video platforms, users are growing every day. The advantages are low cost, high speed.
The video is the ticket of the future, it must be done, the disadvantage is that the cost is high and the speed is slow.
Before tangling the form, you must think clearly about what you are doing, and the energy of doing media is limited. You must see the direction and go on the road.
3. Use of private domain traffic
The composition of a KOL fan: about 10% is “brain powder”, he is right about everything you say; 80% is the head of the wall, running with public opinion; and 10% is black powder. Cultivating fans doesn’t end with just paying attention, it is necessary to increase their stickiness, that is, to convert into private domain traffic.
Everyone should understand that if you are a self-media, it is difficult to reap more powerful people than yourself. Since the media is essentially a dimensionality reduction blow, people who are more powerful than you will not pay attention to you.
When it comes to private domain traffic, we need to talk about the community and raising a trumpet. Recently, WeChat management is very strict. You have to take a small WeChat to go for a walk. You ca n’t keep charging, and you need to interact more and send more circles of friends to make yourself look like a real person. The number of friends should not exceed 3000, of course, we must comply with the WeChat operation regulations, otherwise we must lower the right.
There is also a group, the advantage of being a community is that on the one hand, you can contribute topics to you, and you can also allow content created by others to help you maintain stickiness and generate links between fans.
4. Content selection tips
This is to see your own information sensitivity. You can learn more about it and search for hot spots on Weibo. You need to cultivate your ability to make an inconsistency and rely on the “feel” of long-term cultivation.
5. How to monetize smartly?
Self-media not only accepts this form of monetization.
For example, why are advertisements rarely inserted in games? The core reason is that these users have high value and strong willingness to pay, and you have many ways to monetize, such as skins and equipment. Conversely, if the user value is low, it is suitable for receiving advertisements.
How can it be realized when there are few fans? Tell you a real case.
A blogger who lives in South Korea often knows how to answer questions such as how to apply for a Korean visa and how to live in South Korea. There are thousands of fans and the advertising value is very low. However, he recommended students to educational institutions studying in South Korea. He successfully recommended a commission of 10,000 points and earned 1 million a year.
There are many ways to monetize from the media, when youAfter having some users, there are still many ways to give solutions or products to the pain points of user needs.
What needs to be explained is, do n’t do anything that does n’t match your own, and do n’t chase hot spots. For advertising and marketing activities, do not force live broadcasts to bring goods, as this will only make you go more and more biased.
The above is what I shared today. Finally, I would like to say that in the era of traffic, there is always no shortage of hot topics and focus figures, and many people want to attract attention. But before creating a personal IP, be sure to ask yourself a question: What can I provide for others? Why should others pay attention to me?
Creating value for others is always the starting point and core of your personal IP.