New media operation user growth skills!

Growth is from less to more. The root of all growth comes from practice, and then is summarized into similar theories.

Growth is not metaphysics. The author came into contact with self-media a year ago and began to use self-media as a medium in his spare time. He started a business for a period of time and reaped a lot of rewards. So here I will briefly share my experience of growth in self-media.

The importance of platform selection

All commercial activities are rogue if they are not aimed at monetization.

Therefore, when faced with more than a dozen media platforms, I was discouraged by the operation behavior aimed at "money". After a period of careful research, I selected some platforms that can be "increased" through the following 6 dimensions:

• Are there any restrictions on the content material?
• the rigor of the audit;
• The subsidy situation of the platform;
• The size of the user base;
• Convenience of operation;
• The platform’s rules and logic, etc.

Based on these six dimensions, we finally selected several platforms, namely:

1. Youtube;
2. Station B;
3. Toutiao account;
4. Penguin;
5. Baijiahao;
6. Tik Tok and Kuaishou.

As can be seen from these platforms, the content forms of each are very different:

Video: Youtube, Bilibili, Tik Tok, Kuaishou;

Text type : Toutiao, Penguin, and Baijia.

Of course, these major categories can be further subdivided, such as short videos, heavy marketing accounts, practical goods accounts, etc. Only with a basic understanding of these can you do it smoothly.

Product Positioning

After you have a basic understanding of these platforms, you can get started, but there is a problem:

What should I do?

In fact, the process or methods of doing it are not important. The most important thing is what to do and why to do it . This is the core point. This is also the biggest gain I got when I was working in the product position, and it is also a point that many people have not thought clearly about.

So I started with Station B and analyzed it from three aspects: target users, type ranking, and user "taste" :

Target users of Station B

The above data comes from iResearch

From the above data, we can see that users under the age of 30 account for nearly 70%, which shows that the platform is mainly composed of young users. Therefore, in terms of "doing" it, we must cater to the tastes of young people and focus on popularization.

Type Ranking

Afterwards, the author made a simple analysis of the ranking and classification of the entire site:

Summarized the two directions to be taken at that time:

• Content of the speech
• Entertainment Hotspots

I once saw a joke about what is the best business model in China:

Sell ​​entertainment to teenagers, sell youth to old women, sell contempt to middle-aged men, sell health to old men, sell anxiety to office workers, sell knowledge to the upwardly mobile ones, sell boredom to people who read Weibo, sell chicken soup to young people, equipment to gamers, and sell lifestyles to the middle class.

Therefore, whether you are making products or doing business, you must dig deep into human nature and think more about the essential needs to achieve good results. This is also the reason why after determining the target users, we chose the "taste" direction of young users.

Ma's super success chicken soup is exactly what these users crave. Every time they watch it, they will be full of passion and have a sense of empathy and identification. Each video has basically been played over a million times. Such a playback volume provides a great reference value for the author.

Not to mention entertainment hot spots, which are must-follow topics and the number of views will definitely not be low, so I used this as an experiment and started to make efforts.

Where does the material come from?

After determining the content type, the biggest problem for the author was the source of the material. Because I was doing an internship at the time, considering the cost of time and energy, I adopted the solution to achieve the optimal solution: material = screening + cutting + modifying + moving

After determining the content, first look for resources through multiple channels. After finding the resources, screen out some high-quality content and then edit it. You can add subtitles, connect, remix, etc., and then modify the text of the title to catch the user's attention. Finally, upload it to various platforms and wait for the revenue, all in one go.

There are some pitfalls to avoid, such as:

• How to ensure originality? - Editing
• Can’t download the material? -Google Tools
• How to choose a marketing title? - Reference Integration

Have you ever thought about originality?

Originality means energy and time. At this time, we need to consider ROI. So how to improve ROI?

ROI = Monetization Ability/Time and Effort

Therefore, the monetization capability needs to be maximized, and the time and energy should be minimized. However, it is difficult to reduce costs during the original creation process. So if it is original, the direction of value-added should be changed to maximize monetization. Finally, this goal was achieved on other accounts.

How to do "growth"

From a global perspective, growth is a good thing, but local growth will not play a big role. When applying a growth template, you still have to start from what you actually do. It can be used as a reference, but it may not be applicable.

What is the purpose of growth? To realize cash.

How to realize monetization = playback volume + interactive operation + reward +...

For self-media platforms, there are only a few aspects:

• Platform recommendation logic;
• Content quality;
• Search maximization, etc.

Recommendation Logic

Take Station B as an example:

The picture comes from the Internet

B station's weighted algorithm for recommendations:

Video: coins, collections, bullet screen, comments, playback volume, likes, shares, update time;

Article: coins, collections, comments, reads, likes, shares, update time.

1. The video has an additional barrage bonus;
2. In both contents, sharing has the highest weight, which is 0.6. This is understandable, as most platforms have an infinitely high sharing weight. Being able to share content that attracts people to watch makes you the boss wherever you go;
3. The playback volume and reading volume are slightly worse, both of which have the lowest weights, but compared with secondary interactions such as comments, the low weights are understandable;
4. The weight of comments is higher than that of collections. A high weight of collections means that it attaches importance to content quality and pays more attention to the useful information that everyone thinks is good; a high weight of comments means that it pays attention to interaction and pays more attention to content that can attract everyone to discuss.

Therefore, whether it is Bilibili or other platforms, the first step is to understand the rules of the platform.

Content Quality

Through the first step, we can see that only when the "content" is good enough can it trigger a series of actions such as "comments, collections, and forwarding".

How do you define “good” content?

• The content is really useful (sense of identity, value, sympathy, etc.)
• The content is controversial (disagreeable, wrong, unreasonable, etc.)

Why does the second possibility exist? What problem does "good" content solve? Without a doubt, it is "action". Any behavior that causes action is reasonable, of course, the premise is the bottom line.

When it comes to content, we also need to consider the number of audience users, because only when we have the number can we have the content. If the audience is small, no matter how good the content is, it will be useless. Therefore, target users, user characteristics, etc. must be considered in the content.

Maximize Search

How do users see your video?

There are only two types: one is system recommendation, and the other is self-search.

Creators cannot decide on system recommendations, but we can optimize the "search" aspect. For example, options such as "partition", "title", "tag", "participate in activities", "introduction", etc., the more specific the better, and the more critical the better. In this way, when the user triggers the search, your video can be saved.

Monetization channels

For self-media platforms, there are only a few types (slightly different):

• Platform Subsidy
• Advertising intervention
• Private domain traffic
• …

Platform Subsidy

Take Bilibili as an example. After a period of operation, the author summarized that the subsidy for every 1,000 views is between 1-3 yuan. Why is it a range? Because of the influence of the recommendation mechanism.

Is this a lot of money?

Let me tell you a truth: most videos have tens of thousands of views. In addition, if the video is informative and has "content", it is easy to get hundreds of thousands of views.

Then we calculate:

10,000 views = between 10-30 yuan

100,000 views = between 100 and 300

It can also be used as an asset and appreciate in value over time. In short, as long as the video is there and people watch it, you will make money. The subsidies from platforms such as YouTube will be higher. In addition to platform subsidies, there is also appreciation from others.

Advertising intervention

If you already have a certain number of fans, you can take advertising.

Take the game area as an example:

The UP hosts and fans in the gaming area are mainly male, and famous UP hosts have relatively stable traffic. Therefore, advertising is the most common source of income for UP hosts in the gaming area. Whether they are professional game commentators or just do it as a hobby, almost all of them have had advertising experience, including game promotion videos, embedded advertising, Weibo advertising, WeChat public account advertising, etc.

According to a well-known UP host in a gaming area, the price of a game promotion video ranges from 30,000 to 50,000 yuan.

Private domain traffic

Private domain traffic is very popular at present, and practitioners from all walks of life are very skilled in using it. From large-scale corporate operations to small-scale hot pot restaurants adding WeChat for discounts, they are all using this strategy. Users originally had no demand for it, but without short-term stimulation, it was created from scratch.

Of course, self-media is no exception. Free is actually the most expensive. You can see that all videos are free, but in exchange for your time cost, and then earn your money.

For example: I have talked to a female up-host before. She specializes in making beauty videos and puts her WeChat account under the videos. Over time, her WeChat account can no longer be added, and her ability to bring goods is super strong.

There is nothing that is impossible, the only difficult thing is to understand the market and your own cognition.

Review summary

This is an experience I had as a side job in my spare time. I have practiced the entire operation process and gained some understanding of growth. Finally, if you are interested in products, operations, or self-media, we can communicate with each other.

One of the data for 3 months is not currently in operation

What exactly is growth?

A process from little to more, from the whole to the part, from practice to theory, from discovering the essence to solving the problem.

Author: Zhao Lin

Source: Zhao Lin's Essays, personal WeChat: aini520ko1007