How do big self-media accounts make money?
| The fans of emotional self-media are ordinary people, and the value of their existence is: ordinary people will always encounter many emotional confusions in their lives that they cannot solve. Therefore, they are self-media that solves urgent needs. Although different accounts have similar characteristics, they choose different monetization methods. Ayawawa Ayawawa, whose real name is Yang Bingyang. She has a famous slogan: "Those who are smarter than me are not as pretty as me, and those who are prettier than me are not as smart as me." In an interview with Xinbang, Ayawawa somewhat embarrassedly explained that it was the pride of her youth. In fact, the pride of this well-known emotional columnist and internet celebrity is well-founded: because her other identity is the "former chairman of Mensa China" - Mensa is the world's top IQ club. 1. Ayawawa, who is both intelligent and beautiful, has been an Internet celebrity since the afterglow of the BBS dynasty, "Mop". With the rise of blogs, Kaixin.com, Weibo, WeChat and other platforms, she moved around and relied on her accumulated personal fame and familiarity with personal marketing on the Internet. Ayawawa was always able to quickly build her own fan base on new platforms. When she was interviewed in September last year, she already had 300,000 followers on her WeChat account. Now, the backstage screenshot sent by her assistant shows that the number of subscribers has reached 595,605. 2. Attending and hosting offline events, publishing books and doing advertising are relatively traditional and "indirect" ways of making profits. Ayawawa, who has been in the circle for many years, is already proficient in these. She spends most of her workday traveling from place to place. 3. The most direct way to monetize is still “selling things”. 4. Ayawawa owns a store on Taobao, which mainly targets young women and sells various beauty and skin care products. Updated every Monday and Thursday at 9am. Ayawawa's choice of beauty products is undoubtedly based on the characteristics of her fan base. The main consumer group of emotional products is young women. In this age where appearance is everything, beauty and makeup are even a basic need for them, as important as food and clothing. Ayawawa's own appearance is a powerful free advertisement. 5. The tail of many of its WeChat headlines is reserved for Taobao stores. Although it is impossible to directly evaluate the "cross-platform" traffic-generating effect, the headlines have more than 100,000 views each, so the display effect is unquestionable. Judging from the data on Taobao store pages, many products have been purchased by thousands of people, and some popular categories even have sales of tens of thousands. However, Ayawawa admitted that Taobao stores are not the main source of profit. 6. On WeChat, another important revenue source is advertising. "We are very strict in reviewing advertisements. First of all, we must feel that the products we put out are good, and secondly, they must fit the positioning of our target audience. Moreover, the promotion of this product must actually bring certain benefits to fans," Ayawawa said in a previous interview. As an internet celebrity for more than a decade, she knows the cost of overdrawing fans. 7. In the past March, Ayawawa official account published a total of nine advertisements, all of which ranked second, with an average reading volume of 40,000 to 50,000. Clients include Lagou.com, Tmall, Sino-British Life Insurance, Discovery Travel, etc. The Omo advertisement released on March 6th had an astonishing reading volume of over 100,000. Currently, Ayawawa’s WeChat advertisement is priced at 40,000 to 50,000 yuan per advertisement. “It’s time to raise the price. This was the price when we had 300,000 followers,” her assistant said. Even without considering the advertising prices on Weibo, which cost 20,000 to 30,000 yuan, Ayawawa's monthly advertising income is over 400,000 yuan. 8. Currently, the custom menu bar on Ayawawa’s official account page is still empty, and her assistant also said that she would consider opening a WeChat store. Recently, Wawa Studio has been recruiting pre-production directors and post-production editors, and it is obvious that it is planning to enter the video industry. Whether it is publishing books, advertising, or Taobao stores, as well as other products in the planning, Ayawawa is trying more ways to monetize by relying on the accumulated reputation. Everything is possible. Lu Qi After more than a decade on the Internet, Lu Qi, who is called "Daddy" by many people, now has 21 million followers on Weibo, which is equivalent to the entire population of Australia. Among young girls, Lu Qi is the "key figure" who will trigger heated discussions whenever she is mentioned. After opening a WeChat account, Lu Qi quickly became a regular on the emotional rankings of newrank.cn. 1. Despite having a huge fan base, Lu Qi does not consider making profits through a membership system like Luoji Siwei. "They (Luoji Siwei) are a group of fans with a strong sense of identity and feel that they are of high status. I am a fan group with a low sense of identity but with strong commonalities." Lu Qi's clear understanding of the differences between fan groups made him decide to adopt another way of monetization. 2. Unlike Ayawawa, readers cannot see advertisements of other brands on Lu Qi’s official account. But in the custom menu bar at the bottom of WeChat, "Make Money Together" contains a more ambitious business plan - Spirit Cat. 3. Linglimao is an original jewelry design brand created by Lu Qi’s team. Its current main business is high-end customized crystal. On the official website of Linglimao, the names of several recently launched rings are: Good Popularity, Alluring, Charming, Healing, and Helping with Marriage. The key words for promotion are increasing charm and improving marriage. On the Taobao store, there is an attractive slogan at the top: Real crystal makes you change. 4. It took only 500 days for Linglimao to go from opening the store to achieving double crowns, and it didn’t spend a penny on advertising. “Everyone at Taobao was shocked.” Even through the screen, one could feel Lu Qi’s joy at the success of his brand. The reason why Lu Qi chose to create the spiritual cat was that he had deeper business considerations. 5. For a long time, advertising has been the most common way for celebrities to monetize their fame. But now for internet celebrities like Lu Qi, after gaining influence, instead of making profits by taking advertisements to help others sell brands, it is better to monetize in a way where they have more say. The fans are there, so Lu Qi hopes to make different attempts to explore their commercial value. 6. "Fan economy comes from spiritual power, not commercial power." From the very beginning, from positioning to branding, Lu Qi has taken a route that is different from traditional business logic. For Lu Qi, the spiritual cat is a process of reverse deduction. 7. The traditional business logic is to have a product first and then consider how to sell it to everyone, but Lu Qi starts by analyzing his own audience. Emotional confusion and strong psychological needs are the biggest characteristics of Lu Qi's fan base, so Linglimao does not emphasize its own preciousness, but very cleverly tells users, "Real crystal makes you change", which is different from other brands in positioning. At the specific product level, Linglimao crystal jewelry is all original. "We design products for the audience, not to sell them," Lu Qi emphasized. 8. Although he sells physical goods, Lu Qi believes that he is engaged in the service industry rather than sales. In his mind, when you choose to monetize your influence, you have to remind yourself that you are still serving your fans. Like Ayawawa, even if he chooses to cash in, he doesn't want to overdraw the trust of his fans. In the symbiotic system between self-media and fans, both parties should be mutually beneficial: fans can see content that is useful to them for free for a long time. Hardcore fans repay the self-media people in certain ways. 9. In addition, he also pointed out a misunderstanding that must be avoided when monetizing self-media: you must realize that you are not doing brand expansion. Brand expansion is a money-burning endeavor. Although it may seem to enhance one’s influence, it essentially goes against the original intention. To monetize self-media, one should sell one’s own influence, while brand expansion is actually putting the cart before the horse. 10. So far, Lu Qi’s practice has been successful. Linglimao Crystal is already the number one in domestic crystal sales. In terms of profitability, he revealed, "My company now has more than 30 people and can maintain it." 11. When talking about future plans, Lu Qi said that he would continue the current model and develop two or three more brands similar to Linglimao in the future. When asked what the next project would be, Lu Qi said, "We are preparing, but I can't say yet," and added, "It should be launched this year." Pan Xingzhi Before last summer, Pan Xingzhi operated the self-media of the same name purely out of interest, and quitting his job to start his own business was not an option in his plans. In August 2014, Pan Xingzhi received his first investment of nearly one million yuan. From his mentality to his life trajectory, everything has changed completely since then. 1. Currently, Pan Xingzhi's "Emotional Private Board" has several thousand members, but there are only six core working members. In fact, most of the consulting work is completed by nearly a hundred part-time consultants. Part-time does not mean amateur. On the contrary, Pan Xingzhi has strict standards for the selection of part-time consultants. The national second-level psychological counselor certificate is only the first hurdle, and they also have their own independently designed assessment system. "The emotional systems of many counselors themselves may not be perfect," Pan Xingzhi also requires these counselors to have harmonious families. 2. The main source of part-time consultants is online. Driven by the self-media brand effect, many consultants came to Pan Xingzhi and earned extra income by taking orders on his platform. Many part-time consultants are discovered from fans, and more colleagues are introduced through the consultants’ own social connections. As his fans and users increase, Pan Xingzhi is also exploring on his own through Weibo, Zhihu, etc. to meet the constant influx of orders. 3. At the beginning, she started the self-media with the same name just out of interest. In her opinion, new media has a great entrepreneurial opportunity, so she made up her mind to leave the company she had never left since graduation. "I definitely wouldn't be able to start a business without new media." According to Pan Xingzhi, new media, while reshaping the psychological counseling industry, has created an irresistible entrepreneurial temptation. This may also be the story she tells investors. 4. In the profit-sharing model between traditional psychological institutions and counselors, counselors take a smaller share, but on the mobile Internet, counselors take the larger share. In the past, consulting agencies could get 50% or even 60% of the consulting fees, but now, consultants can gain more. 5. The platform established by Pan Xingzhi is more like a consultant’s agency. All matters related to money and services are handled by the platform, and consultants only need to do their job well. In addition, the platform will create gold medal consultants and offer open classes to give outstanding consultants more opportunities to showcase themselves. 6. There are several differences between online counseling services and the traditional psychological counseling industry: the information between counselors and users is originally opaque, and they are all matchmakers in the consulting agencies; the number of counselors that users can choose from is very limited, and a consulting agency may have only a dozen or twenty counselors to choose from, but there can be hundreds of them online, which is almost infinite in theory. In traditional consultations, users cannot communicate with each other, but online, it is very convenient to establish communities for users to communicate with each other. 7. While online consultation solves the dilemma of the business model of traditional psychological counseling agencies, it also has incomparable advantages over the latter. The cost of acquiring users for traditional psychological counseling agencies is very high. In order to allow potential users to find them, promotion methods including Baidu's bidding ranking are widely adopted. Ultimately, the costs will be transferred to the users, but the counseling agencies themselves find it difficult to make money. Pan Xingzhi's platform already has a considerable number of potential users. In comparison, the cost of converting them into paying users is almost negligible. Traditional psychological counseling agencies mainly use face-to-face consultation methods, which usually require appointments in advance, and the entire cycle from finally meeting the counselor may take more than three days. But online, the time from applying to finding the right counselor can be shortened to as little as an hour. It is not only a great improvement in efficiency, but also a leap in response speed. For users, it is undoubtedly a better service. Pan Xingzhi said that their goal is to provide 24-hour caring companionship. 8. Pan Xingzhi believes that "brand communication + social influence" is the characteristic of the mobile Internet era. Based on this characteristic, online psychological counseling platforms can quickly establish their own brands, form influence, gather homogeneous groups of people, and then develop their own business models. It is almost a reverse deduction of traditional business thinking, and on this point, Pan Xingzhi and Lu Qi's views are surprisingly similar. Pan Xingzhi and her team will soon launch the second round of financing. In the previous round, she said, "I didn't get much, I was more conservative at that time." And in the upcoming second round, she still doesn't want to publicize it in a high-profile manner. It was already one in the morning when he said these words. For Pan Xingzhi, this is the norm at work. "Not everyone is suitable for starting a business. Only those who like to challenge life, are willing to withstand pressure and endure hardships, but are not impetuous, have hope. The story told by Pan Xingzhi is not a traditional story of getting rich by hard work and frugality, but rather a typical case of how mobile Internet subverts traditional industries and creates unlimited business opportunities. To a certain extent, it is the countless Pan Xingzhis who constitute the new mainstream of our time. |
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