How does the self-media economy achieve IP creation and traffic monetization?
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This is an era of the Internet, and even more so an era of self-media . There are thousands of active self-media in fields such as WeChat , Weibo, QQ, Toutiao , Tencent News, UC Subscription, etc. They update at a very high frequency every day and update the most eye-catching hot spots, snatching a large number of readers from traditional media, forcing traditional media to decentralize, thus completely subverting the entire media industry. In this rapidly changing era of self-media, a large number of self-media practitioners are facing an extremely confusing problem: self-media operation requires a lot of time, but the investment and return are completely disproportionate. With the deepening of self-media operation, more and more individual operators are gradually falling into their own operational difficulties. 1. Original creators who have become industry beggars With the rise of self-media, two distinct groups have gradually emerged in the self-media community, namely, reprint accounts and original accounts. Original accounts can be described as the ants and bees of the self-media world, working hard in the world and earning a meager return with their efforts. It’s so hard, so wouldn’t original accounts be better off? Not at all. This is because the creation process of self-media, whether it is articles, videos or other media forms, is an extremely difficult and laborious process. Take the famous Qidian Chinese website as an example. There are so many authors writing novels on Qidian Chinese, but very few of them can really maintain long-term daily updates. And except for a few truly famous self-media people, it is difficult to support self-media practitioners with the income from self-media alone. This has led to a large number of original self-media accounts having to be run on a part-time basis, and these self-media people, who are similar to individual business owners, are falling to the bottom of the self-media world. However, no matter how hard the original accounts work, they have to face the fact that in the era of information explosion, all readers and fans are fickle. If a sufficient update frequency cannot be guaranteed, an original self-media account will be eliminated in a very short time. It can be said that originality has become a pain in the hearts of many self-media practitioners. Originality with high costs and low returns is like a vampire, sucking the energy and potential of the original creators. Ultimately, when the potential is exhausted and the self-media accounts fail to achieve large-scale profits, the self-media original creators who have become beggars in the industry will eventually only have to exit. 2. Create a unique business for self-media creators The famous self-media person Mr. Li Dongxu repeatedly emphasized in his book "You are a Unique Business" that whether working in the workplace or starting a business in the self-media world, you must have the ability to build yourself into a unique business, create core competitiveness, and manage yourself well. This is the only way to succeed in the self-media world. In the world of self-media, how original creators build core competitiveness and realize traffic monetization is becoming a key consideration for self-media people. So how can we realize traffic monetization and sustainable operation when the competition among self-media is fierce and crazy? The key lies in the following points: The first is to establish your own brand and build personal IP. In the self-media circle, a large number of original creators came to the self-media industry with certain ideals. They initially devoted themselves to self-media not to make money or become famous, but for the passion to express themselves. However, as time goes by, more and more self-media people will find that what they love and like to create are not necessarily recognized by the Internet. Faced with frighteningly low click-through rates , self-media people either become discouraged or take the initiative to transform themselves in the direction of catering to the masses. The end result is a gradual loss of self and ultimately being buried in mediocrity. So how should we treat ourselves? There are many people chasing hot topics on the Internet, but only those who have their own original insights and unique opinions on hot topics can truly stand out. Therefore, the content creation of self-media needs to combine hot topics, show personality, and promote style. Only your own unique characteristics can create influence in the world of self-media. Make sure all your readers and fans can directly associate something with your personal characteristics when they think of it. This is the basis for accumulating personal IP and the cornerstone for building a personal brand. Therefore, the first thing self-media people need to do is to establish personal characteristics, hoard personal IP, and build a personal brand. The second is to work together to achieve joint operations. In the Internet age, knowledge is updated at a rapid pace, and content is even created in hours. However, it is extremely difficult for any single original creator to create content in days, let alone hours. This directly leads to a large number of self-media people only being able to guarantee an update frequency of several times a week, or even less. Too low an update frequency not only makes it impossible to accumulate fans, it even fails to generate traffic. This is why a large number of original self-media accounts are small accounts with only a few hundred fans but are never able to grow and develop. Because self-media has long passed the era of single-handedly conquering the world as a lone hero. In the early days of self-media, early big Vs such as "Pizi Cai" and "Mu Zimei" could achieve fame and fortune by their own efforts, but now this is becoming increasingly difficult, because the continuous innovation and output of content is a challenge for most self-media people. When even " Papi Jiang " has to use a studio to achieve content output, and even Luo Zhenyu cannot conquer the world on his own, the power of an individual is really too small. At this time, we need to stick together for warmth. After forming our own unique style or brand, we self-media people need to make a choice: to gather friends with ourselves as the core and achieve group support? Or join others and fight together? No matter which one it is, it’s one thing, that is, the more an individual’s power develops, the greater its limitations become. Only by working together can we eventually establish the ability to fight 24 hours a day, all-weather. The third is to earn traffic and create popular articles. Traffic can be said to be the foundation of every self-media person. It can be called click-through rate or reading volume. Regardless of which definition, it is the same as the circulation and ratings of traditional media in the past. The key to the success of a self-media account or self-media alliance lies in how to earn and monetize traffic. How to earn traffic? Basically, any self-media account has gone through such a process. At the beginning of the account, it is not difficult to win fans, but after growing to a certain level, it will reach a bottleneck. The growth of the number of fans is limited, and the number of readings also reaches a corresponding bottleneck. What should I do about this? Experienced self-media people will tell you that they rely on popular articles. Hot articles are a general term in the self-media industry for articles that are forwarded by many people and have extremely high attention. It is not difficult for a hot article to bring hundreds or thousands of fans to a WeChat public account , and the emergence of a hot article often leads to reposts by many big accounts, which further pushes the hot article to a climax and achieves a blowout growth in the number of fans and reading volume. How to create a popular article? In fact, no one can answer this question, because there is so much self-media content created every day, and even if you keep up with current hot topics, it may not necessarily produce a hit article. At this time, we need to see the role of joint operations. Through trial and error and the concerted efforts of multiple authors, the probability of a hit article appearing will be much higher than the luck of a single author. The superposition of popular articles from multiple authors may create a so-called public account celebrity, or a high-traffic account. The fourth is to monetize traffic and realize profits. After accumulating traffic, you need to monetize the traffic and realize profits. Now many high-traffic accounts are facing a dilemma. Traditional methods of monetizing traffic are becoming increasingly difficult. Placing advertisements in content is undoubtedly the most direct way to monetize traffic. However, advertising and fan stickiness are inversely related. The more advertisements an account has, the lower its fan stickiness, and the easier it is to lose fans. 3. Besides advertising, what other ways are there to monetize traffic? First, realize profits with the help of the platform. In order to cultivate their own platform users, more and more platforms, such as Toutiao, Tencent News, and UC Subscriptions, have begun to share advertising revenue. Taking Toutiao as an example, the more traffic an account has, the higher the share of advertising revenue it realizes. In addition, many self-media platforms will have special signing reward plans. A signed big account will receive high rewards. With the help of rewards, this is undoubtedly a simpler method than direct advertising, such as Toutiao's 1,000-person, 10,000-yuan plan. Second, realize monetization with the help of soft articles . Soft articles, also known as soft advertisements, are just like embedded advertisements in movies. They embed certain promotional content in the content platform in a targeted manner, and do not present it in the form of hard advertisements, so that readers are influenced to a certain extent without realizing it. When such soft articles are used properly, not only will they not lose fans, they may even become popular articles and evolve into a tool for attracting fans. Moreover, the current market situation in the soft-article industry is that the income of a soft-article ranges from 500 yuan per thousand words to 1,000 yuan per thousand words. If we calculate based on an article of 2,000 words, this income would be very considerable. Third, build scenarios with high returns. The first two forms of monetization are relatively simple, but high-end forms of monetization will be more powerful. Just like Luo Zhenyu's "Luoji Siwei", he successfully realized the construction of the scene with a simple talk show. In this scene, no matter what he sells, he can easily profit and will not arouse the disgust of fans. However, the products out of the scene will become worthless. This is the charm of the scene. In the era of self-media, every self-media operator is like a beggar holding a golden bowl. How to realize their own monetization and form sustainable development is worthy of deep thought by every self-media person. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @财神哥 (Qinggua Media). Please indicate the author information and source when reprinting! |
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