In an arena where monetization is difficult, how do these self-media get tens of millions of exposures?

It is understood that at present, when most content creators are worried about problems such as low exposure of their works, low revenue, and slow brand commercialization process, some content creators have cooperated with content platforms to promote popular IPs, participated in activities initiated by content platforms, etc., and their works have gained tens of millions of exposures, thereby accelerating the brand commercialization process.

Content creators such as Ma Ning, Cantoumei, Su Qin, and Xiaopianpianshuodaipian have collaborated with Dayuhao, a content creation service platform under Alibaba Entertainment, to promote film and television IPs, and published related works on "The Best of Us", "The Legend of Qin: Beauty in the Heart", and "Anti-Black", which have received tens of millions of exposures in the platform's dissemination; tourism content creators Gaoneng E Beizi and Xiaoxiaosha participated in Dayuhao×The Power of Walking "Walk a Heartfelt Path" original competition, and won tickets to travel to Tibet with Chen Kun, which significantly increased brand exposure.

We may be able to glimpse one or two reasons from the cases where content creators have gained high exposure, realized monetization or brand upgrades.

The linkage platform takes advantage of dramas, variety shows, and public welfare IP, and self-media creates high-quality content to attract traffic

For content creators, choosing good trees to perch on and leveraging the support policies of content platforms to monetize content has become a common approach. Today, by leveraging on collaboration with platforms, leveraging on popular IPs to tap into the value of fans and re-creating high-quality content, some self-media have gained tens of millions of exposures and achieved a new way to grow their brands.

Method 1: Link platforms to leverage IP and produce high-quality content to attract attention.

In terms of leveraging popular IPs, content creators Cantoumei, Ma Ning, Ermao, and Fried Green Tomatoes teamed up with Dayu to promote "The Best of Us", using the theme of youth love stories as the theme and talking about youth love stories in short videos . Ma Ning recalled the youthful love stories in middle school and college, and Fried Green Tomato talked about his own long-lasting love with his childhood sweetheart, allowing fans not only to watch enough of "Spring Breeze", but also to understand the youthful love stories of ordinary people. Data from Dayuhao shows that his works received 100 million exposures under the overall promotion of Dayuhao.

Similarly, during the period when Dayu was promoting "Anti-Black", Movie Longitudinal Line, Small Films Talking about Big Films, and Zhang Mao Wants to Practice His Lip-service, the short video works created based on "Anti-Black" were played more than one million times in total.

Behind the large amount of exposure, the high-quality content produced by content creators is an extremely important aspect in gaining the favor of users. Another aspect is to leverage the momentum of popular film and television dramas and link them with content platforms to develop content that users like.

In the love view PK activity of "The Legend of Qin: Ming Yue Xin" initiated by Dayu, content creators Chengnan Caomusheng, Lao Yao Yao Fighting, and Su Qin PKed the love view of three male protagonists with different styles in the play, and their works received a total of 100 million exposures.

At the same time, it is understood that the Dayu FUN manufacturing activity initiated by Dayu has long provided IP materials for more than ten dramas and variety shows such as "Anti-Black", "Day and Night Chase", and " Military Advisors Alliance ", and solicited creative short videos from creators. By participating in the event, creators made secondary creations for IP. Among them, more than 200 short video creators such as Kafei Entertainment and Yehaizi Studio received high playback and likes volume, as well as cash prizes of different levels provided by the platform.

Method 2: Deeply participate in platform activities and tap into the fan effect.

In addition to leveraging film and television dramas to divert traffic, online variety show IP is also a lucrative highland that creators can leverage. For example, eight self-media in the entertainment field, such as GO Entertainment, Bagua Sanqueyi, etc., during the joint promotion of UC and "Happy Boy 2017", did not dig into the contestants' gossip, but published sharp commentary articles on UC Forum, and conducted exclusive interviews with Happy Boy contestants in conjunction with UC, which greatly increased their presence among fans. According to the data, the works of eight content creators received a total of 1 billion exposures.

Method three: Participate in public welfare IP activities to realize creative value.

It is worth noting that participating in activities or competitions held by content platforms is an opportunity to realize content monetization by improving creators’ creative abilities and brand operations . Content creators Xiao Xiaosha and Gaoneng E Beizi participated in the "Walk a Heartfelt Path" original competition initiated by Dayuhao and the power of walking. With the high quality of their content, they became the top 2 in the competition. Not only did their works and brands receive a lot of exposure, they also participated in the 2017 Power of Walking and traveled to Tibet with Chen Kun. Ergeng Entertainment and Chief Entertainment Reporter exclusively interviewed the two content creators in collaboration with the Dayu platform, and obtained the opportunity provided by the platform to participate in the Yanran Foundation Charity Ball and conduct exclusive interviews.

Looking at the cases, it is not difficult to find that in order to realize content monetization and self-worth in the content entrepreneurship track, content creators can connect with content platforms that have various IP activities like Dayuhao, and deeply participate in the activities, and extend the IP creation based on their own attributes. With the help of IP popularity, they can fully mobilize the value of fans, increase the exposure of works, and obtain cash provided by the platform, exclusive interviews with celebrities and other rights.

Rely on platform resources to integrate and promote or achieve commercial growth

In fact, behind the content creators’ massive exposure, reading volume, and playback volume, there are “behind-the-scenes promoters” like Dayu who help them. Today, the situation of content entrepreneurship is quite different. Most content creators suffer from the lack of channels to expose and promote their works, their articles are difficult to reach users, and their commercialization path is narrow. The advantages of content platforms in channels, users and other resources have become a landing point for content entrepreneurs to expand their commercialization paths.

According to the event poster of the "Walk a Heartfelt Path" Dayuhao x The Power of Walking Original Competition officially released by Dayuhao, "all excellent works will be published and displayed on relevant channels." According to the relevant person in charge of Dayuhao, whether it is the works produced by Ma Ning, Su Qin and others who participated in the Dayu FUN manufacturing activities, or the sharp commentary articles published by self-media such as GO Entertainment on UC Forum, Dayuhao has integrated the advantageous channels of Alibaba's big entertainment and used precise big data technology to give priority to publishing and recommending on platforms such as UC, UC Toutiao, Youku Planet, Planet Toutiao, Tudou, etc., so as to increase the effective reach of their works.

"DaYuhao is supported by Alibaba 's technical and data capabilities, and enjoys the ecological resources of Alibaba Entertainment. It can fully empower content creators from three levels: content production, user reach, and commercialization." Zhou Xiaopeng, vice president of Alibaba Entertainment, pointed out at the 9th China Internet Audiovisual Forum that as a content creation service platform under Alibaba Entertainment, Dayuhao's goal is to become a material library, fan site and Taobao store for content creators, building the shortest commercialization link for content creators.

Looking at the short video collection activities such as "Spring Breeze" and "Beauty" held by Dayuhao before, it can be seen that content creators can obtain exclusive creative resources for the copyrights of thousands of copyrighted dramas, popular variety shows, etc. on Alibaba's big entertainment platforms. In addition, it is understood that Dayuhao will also promote high-quality works of content creators. For example, they can create special pages, promotional posters, nine-square grid communication materials, etc., to expose their works and brands on official channels and social media.

Taking the various empowerments that Dayuhao provides to content creators as an example, content creators may be able to broaden the process of brand commercialization by leveraging the content platform's massive channels, users and other resources.

In summary , from the perspective of self-media, in order to solve the many problems in content entrepreneurship, it is possible to settle in content platforms such as Dayuhao that have multiple support methods, participate in various activities initiated by the platform, create high-quality content, attract users' attention, and then use the platform's promotion to realize the commercial value of content entrepreneurship.

It was revealed that in the subsidy war mainly based on cash, Dayuhao will build new infrastructure in the future to solve the dual problems of operation and monetization faced by most creators. Judging from the cases of content creators who have received tens of millions of exposures, it is expected that the creation problems will be solved on the Dayu platform in the future.