Wu Xiaobo: It’s time for media professionals to take control of the value of their own content
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I think there may be two scenarios for the so-called self-media in the future. Content payment : The 2.0 era of self-media has begun We can regard the free content as the 1.0 era of self-media. In the 1.0 era, we mainly discussed three things: I remember at the end of 2015, when we (Lion Capital) started to invest in self-media, we asked our students in the projects we invested in, such as Qin Chao (Restaurant Boss Insider) and Lin Shao ( Ten Points Reading ): First, how many users do you have? Second, how many of your public accounts have over 100,000 followers? Third, what is your ranking on the new list ? But if you think about it, the increase in users, the generation of 100,000+ users and the ranking in the rankings, do you think it has anything to do with " Xiaoetong "? It has nothing to do with Xiaoetong - it can't help you increase users, it can't help you write articles, and it can't help you increase your ranking. Therefore, if all our comments and judgments on the commercial value or existence value of self-media were based on the first three questions, there would probably be no Xiaoetong today, as it would be something that would not be needed. Why do we need Xiaoetong now? Because we have entered the era of self-media 2.0. I started my own media three years ago, and May 8th this year marks the third anniversary. In fact, I think my original intention of doing self-media is very similar to that of everyone here. I write books and have a column, and one day I suddenly realized that my books were not selling well and no one was going to those news platforms. Everyone was posting articles on WeChat Moments . So I thought, at worst, I could create something myself, so that my users can return to a public account , and then I can continue to write articles for everyone. So there is no commercial idea in this whole process at all. Many people also started to play it, and as they played it for a while, they turned it into reality and became professional self-media. After becoming professional, you will face the problem of "commercial realization". WeChat official accounts are actually a particularly fragile and thin business presentation model. You are farming at Zhang Xiaolong's house, and you can only publish 3 to 5 articles a day. How do you make money? There are roughly three models for content monetization - front, middle, and back. One is called advertising, which means if the article is well written, you start selling advertising. However, the advertising monetization model of a self-media cannot be compared with newspapers, television, and magazines. In addition, advertising may be the business of the top 10%-15% of people, and the rest of the people have nothing to do with advertising. The second is e-commerce . I now have a very paranoid conclusion. I think that for most self-media engaged in information, the path towards e-commerce is a very dangerous one. Most of them are impossible to succeed, or the efficiency is extremely low, even lower than advertising. Fortunately, God has provided a third way, which is paying for knowledge . Wu Xiaobo Channel also started experimenting with paid knowledge services on July 5 last year. So what if it’s 100,000+? Million-dollar products are more convincing In China, the development of knowledge payment started to be driven by audio, which started in May and June last year. When you start paying for knowledge and the entire business model is iterated, the era of self-media 2.0 begins. Our judgment on the value of many self-media has changed: First, building user relationships may be more important than increasing the number of users. You have 500,000 subscribers, you have 1 million subscribers, we have 2 million subscribers, and Lin Shao has 15 million subscribers, so what? what does that mean? Do users have common values? Do you reach users through interactive means? If not, then it's just something you do for fun and enjoy yourself. After all, you can buy 10 million fans. Secondly, I think what may be more important than 100,000+ is: Can you produce a single product worth 1 million or 10 million? A million-dollar product may be more important than 100,000+. You have written 100,000+, 200,000+, or 2 million+, so what next? From the perspective of enthusiasts, it is a very good contribution to communication. But actually from a business perspective, it has no ability to deliver. The third point, and more important than the new list ranking, is whether you have the potential to become number one in a single product? On the new list, I am probably ranked between 400 and 500. I estimate that I might fall out of the top 500 next year. So what? What’s important is, is it possible for you to rank first in a single category? Last year we incubated a product called "Deko Real Estate Channel". Liu Deke is a very capable student. He writes 8 articles a week. As of today, he has probably written one of the top three most influential articles in the real estate category. Real estate is a 12 trillion market. If you can rank first in that field, does it matter where you rank on the new list? He may only have a few hundred thousand users now, and he doesn't need to reach 2 million. I think it is impossible for Deke Real Estate to reach 2 million fans, and there is no need for it to reach 2 million. It would be great if he could rank first, second or third in influence in the real estate industry. Therefore, our original understanding of users, products and industries may have undergone a new change in the era of knowledge payment. When these new changes occur, we will find that many questions become false propositions: How many users do you have? Is content king? In an environment of paid knowledge, or in the new self-media survival environment, you need some new methods and new thinking. What media people need most but despise: products and tools In the era of Weibo and blogs, venture capital already existed in China, right? Why doesn’t the venture capital industry as a whole invest in those things? Because there is no way it can be structured. But in the self-media environment, your territorial boundaries are clear, and your relationship with users is clear. At this time, you may become an investment target. When you are making a commercial product, I think we in the media need to develop two other mindsets in addition to media thinking. These two mindsets are something that those of us working in the media despise and are unfamiliar with: one is called product, and the other is called tool. Originally, we had no product concept when we wrote articles. Our product was called newspaper. For example, when we write articles for the Beijing News, whether the circulation of the Beijing News is 500,000 or 300,000 has nothing to do with the money I write for. What matters to me is how much one word is paid. It’s the same when we make programs on TV, whether it’s CCTV, Hunan Satellite TV, or Zhejiang Satellite TV. Its click rate and ratings have nothing to do with us. What matters is: How much do you pay me for making a show? So this product has nothing to do with us, and we have no awareness of the tool. Our only tool is a laptop, and we can get to work with the laptop. So these two kinds of consciousness are very strange to us. I have also started to slowly build up my product and tool awareness in the past year. Writing "The Story of Tencent" gave me a great inspiration, that is, in the Internet world, if you want to consider or quantify anything, it must have boundaries. The boundary capabilities of virtual products were actually gradually built up by this round of BAT , whether it is Jack Ma or Pony Ma , with the help of their generation. It is a huge pitfall for content creators to make their own tools I remember when I was making "Hearing Wu Xiaobo Every Day", I hired a company in Shanghai to help me with technology. It took about three or four months, but after I finished, I collapsed on the first day. There were probably less than 10,000 users on the first day - when they started clicking, the entire system crashed. Later, I met Lao Bao and asked Xiaoetong to help us. Many things in Xiaoetong from 1.0 to 3.0 have actually been developed over the past six months or so, gradually from the discovery of problems to the development of product tools. For example, you listen to our audio for 5-6 minutes every day. We had a problem in the early days that we couldn’t solve, which was what to do after you quit after hearing this? The progress bar could not be moved, and there was no way to resume playback at the breakpoint - Lao Bao later solved this problem using their technical methods. I remember when we had about 50,000 to 60,000 paying users (now we have 150,000 users), Lao Bao told me that he saw from the background data: about 100,000 people did not buy the product when it came to the payment stage. I don't know what happened, so I won't buy it. I told him, can you help me develop a tool that can awaken these 100,000 people. Because it has reached the end, it is like taking the goods off the shelf in the supermarket, standing at the door of the checkout counter for a while, and then putting the goods back. Then something must have happened to him - can someone backstage tell me what exactly happened? What remedial measures can help me complete the final sale? Lao Bao has absolutely no idea about self-media itself. Starting from August last year, we worked together to share all our pain points and problems we wanted to solve, and asked him to help us solve them bit by bit. The time is coming for media professionals to grasp the value of their own content Now, the first thing I do when I wake up every morning and grab my phone is not to read the news or check WeChat Moments . The first thing I do is to look at the three sets of data sent to me by Lao Bao and others at 7:10 every morning. The first set of data is how many subscribers Wu Xiaobo Channel had added by last night? Among these subscribers, how many became our members on the same day? How many people became our members within 7 days? The second group is how much money I make every day? It is a measure of our income. The third set of data is the open rate for one week and the open rate for one month. What percentage is opened every day? How many were opened in 5 days, and how many were opened in 5 to 10 days? How many were opened within 10 to 15 days? How many were opened within 15 to 20 days, or 20 to 30 days? That is to say, when we make any product and it comes back to the product idea, you will find that the data is very meaningful to us - do we explain it well? How are the users responding? What is the user retention rate ? What is the user repurchase rate? This in itself becomes important. Everyone here, if you make a high-priced product in the future, for example, you want to sell a product for 10,000 yuan or 50,000 yuan, it will definitely involve offline activities and have greater interactivity. At this time you need some new tools to help you complete it. These things may not be something Tencent can do, so there are third-party tools like plug-ins to help us do some things. When these tasks are completed, I think there may be two scenarios for the so-called self-media in the future: the first scenario is to de-WeChat . When all your users, your paying users, and your interactive users are deposited in a Xiaoetong payment system - will you wonder, does it have anything to do with Zhang Xiaolong? It has nothing to do with Zhang Xiaolong. WeChat is nothing more than a port for you to acquire users. Lao Bao already has such an intention in version 3.0. He will connect Xiaoetong with Tiantian Kuaibao , Toutiao , UC, and all future user-end relationships. Once these relationships are connected, it will actually be a huge benefit for us content producers. The second possibility I think is that we will have the opportunity in the future to penetrate deeper into the industrial chain from a medium itself. I even think that what we do in the future may not be a media in the classic sense. We will definitely penetrate deeper into the industrial chain. The penetration of this industrial chain may be online or offline. It may be e-commerce, a training product, or even an investment behavior. During this entire process of penetration, all content and the so-called IP capabilities will be dramatically amplified. Now we have the ability to distribute and manage users, which I think is a new possibility for future iterations. So in this sense, you can imagine that there is actually no spring, summer, autumn or winter for self-media. We have just taken the first step, and this first step we took today was actually almost at the same time as Alibaba , Youku, and Tencent. What we see today is that in a situation where information distribution is relatively excessive and extremely annoying, the head capacity for high-quality content is increasing dramatically. It’s nothing more than that for those of us who produce content, our original monetization model is to write a column for others, right? Monetize through advertising. So what now? We have mastered our core life skill, which is called user relationship. This user relationship is accomplished with the help of tools. I think what I'm talking about is something that our channel has just started to try.Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @吴晓波 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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