1 billion views in 100 languages in 31 years, how does content giant TED operate?
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TED, a non-profit organization founded in 1984, is being understood and accepted by more and more people. It has released thousands of wonderful videos in the past 31 years. No matter how awesome you are, you have to keep your thoughts and words within 18 minutes. Although netizens all over the world can watch these videos online for free, there are still tens of thousands of people willing to pay $7,500 for live tickets... Currently, TED's videos have been viewed more than 1 billion times, more than 50,000 scientists, artists, psychologists, etc. have given speeches, and they have been translated into more than 100 languages. The channel on YouTube alone has more than 3.5 million fans... Through continuous marketing of content, TED has become a world-class brand. In today's era of content-based or paid content , it is every company's dream to create popular content like TED. So let's take a look at how it works today? After Chris Anderson took over TED in 2002, he started producing videos and putting them online. Some people were worried that putting the content online for people to watch for free would have a huge impact on its business model. However, after the first six videos were released online in 2006, they went viral within three months and were watched by more than 1 million netizens. Not only that, TED did not become cheap because of this. Instead, many people saw its value. Moreover, when tickets for the annual TED live lecture were set at $7,500, they were sold out, and thousands of people even applied for additional tickets. Why do people still keep going to watch free videos that can be seen in every corner of the world? This is due to TED's continuous output of high-quality content, which is inseparable from the polishing and dissemination of content. The contributors of TED talks are either well-known or outstanding in their fields. They share their life experiences, life insights, work skills, etc. in a profound but not boring way. With their high-level eloquence, everyone can experience the mystery of "valuable ideas" through the screen. Everyone who stands on the TED stage to express their opinions has gone through a 6 to 9 month preparation phase. The first step is to choose the topic of the speech. Whether it is the greatest pain the speaker has experienced or the best lesson he has learned, there must be a most attractive point. Only those contents that are innovative, inspiring and valuable can be listened to, preached and lead the audience. Secondly, it is about the choice of narrative method. You may need to think about how to tell a gripping story within 18 minutes and construct a story outline for the content. Thirdly, it is the continuous practice of stage manners. Some TED speakers have rehearsed their 18-minute speeches more than 200 times. You need to memorize the manuscript, focus on the authenticity of the speech content and communication with the audience, find the most appropriate body language, and enhance authority, power, and affection; finally, when giving a live speech, pay attention to the PPT, which should be a carefully designed picture, a few sentences, etc. Don't read it along, but just let it help control the rhythm of the speech. The content produced in this way is of high quality. In today's society, there are two distinct types of content. One is fast food culture, which is mass-produced, disseminated all at once, and of poor quality. The other is what many people call dry goods , which is content output based on a solid knowledge system and capability advantages, and has value such as inspiration and reference. Those that do well have also begun to operate knowledge payment . TED speech videos are like the latter. They are not long, suitable for fragmented learning, but they are of high quality and full of practical information. They have become an important strategy for us to upgrade our understanding of the world. Some people even take pride in persisting in learning from TED and will share them on WeChat Moments . In addition to professional and high-quality video content, TED's content dissemination strategy is also worthy of our attention. TED is a traditional closed gathering, but it embraces the Internet, organizing videos and posting them online for viewing and downloading, greatly increasing the speed and scope of dissemination. Later, we recruited volunteer translators and started a global translation program for global audiences. Offline, TED has further launched offline community activity projects (TEDx Events), dream funding programs (TED Price), youth communities (TED Fellows), and online dialogues (TED Conversation), allowing the general public to participate in the exchange and dissemination of this content. In addition, TED is also worth learning from in other aspects. First of all, in the classification system, there are clear categories such as history, psychology, and technology. Even the titles are the distillation and direct expression of the core points. Everyone can always easily find the content that interests them on the website, and at the same time discuss and communicate with people from all over the world on the relevant pages, and have another collision of ideas; the scene of the TED speech, whether it is the atmosphere design of the entire scene, the arc style of the podium, the participation and coordination of the audience, etc., all reflect the "form", "content", "communication", "value" and so on of TED. You will feel that you are standing on this podium, or just an audience sitting below, and you are enjoying an elite exchange and a feast of knowledge. Chris Anderson once said: "You have to protect knowledge, which is as valuable as gold. It is your only value. However, when the world is connected, the rules of the game change. Everyone is interconnected and everything will develop rapidly. When knowledge is spread, it will reach all parts of the world at the fastest speed, get feedback, and be spread, and its potential value is intangible." TED combines content and products seamlessly, and uses the influence of content to establish a strong connection with users. This is not only worth learning for new media , knowledge payment and content companies, but also has certain inspiration for our usual content output. If you want to produce and market high-quality content, you might as well study TED seriously. The value of this brand shines because of its content. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @一马you (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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