Can experiential marketing create a new model for charging for online videos?
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Recently, an industry insider revealed that Youku Tudou will complete the acquisition of iQiyi within the next two months. Although this is not the first time that the news has been exposed and has not been confirmed by both parties, it can also reflect from one side that the domestic video website landscape is not stable. This is related to the fact that they have long lacked a clear and reliable profit model. As a new network video distribution channel, Internet TV also faces this problem. With the access to the Internet, TV is no longer an independent hardware product, so it is difficult to survive by relying solely on the profit model of traditional hardware. Therefore, how to charge for content and services is one of the issues that must be considered. Some people also pointed out that Chinese netizens lack copyright awareness and have no habit of paying. Does this mean that the charging model for online videos is completely unworkable in China? At present, some online video providers have already conducted experiments on this. In terms of video websites, iQiyi recently launched a new model. Specifically, the online TV series "Grave Robbers' Chronicles" exclusively premiered by iQiyi is available on the platform. The series was free at the beginning, but after the fifth episode, two modes appeared. You can choose to subscribe to a membership and watch the whole series, or you can patiently wait for its weekly update. In terms of Internet TV, Xiaomi TV, for example, has some built-in "VIP free" resources. For ordinary users, these videos are not completely unwatchable. Xiaomi TV provides free viewing rights for the first 8 to 10 minutes of the video, but if users want to continue watching the rest of the content, they must log in with a Xiaomi account and pay. In summary, we can find that the two cases above have one thing in common, which is to let consumers experience the product for free for a period of time, and then stop it at an awkward time, leaving consumers in a situation where they have to choose whether to pay or not. This move seems to be even more ruthless than inserting advertisements in TV dramas. In fact, this is the so-called experiential marketing, which is not uncommon in the field of commodity sales, but it is also considered new in online video marketing. So how effective is this marketing model? Data shows that on the day when the entire series of "Grave Robbers' Chronicles" was released, its payment system received 170 million clicks, and 2.6 million people wanted to open a membership service. Currently, the number of iQiyi members has exceeded 5 million. The number of nodes opened for "Grave Robbers' Chronicles" is 2.6 million. So, is experiential marketing worth promoting in the field of online video? From the above two cases, we can see that this question probably needs to be considered in combination with many factors. First of all, we need to see whether the video content is attractive enough to users. Only by "making a good first move" can we further "lure the enemy into a trap". If the user feels that the need to continue watching is very urgent after reading the previous introduction, and is so urgent that he can't wait to find other similar free resources, then even if it is not the exclusive broadcaster, there is a great chance of receiving targeted payment from users. Of course, the second factor to consider is the exclusivity of the resource. If the video content is unique and there are no other branches, waiting for payment will not be a problem. Third, the sustainability of the video content also needs to be taken into consideration. Online videos can be paid on a monthly or quarterly basis. If there is no continuous video resource, it is difficult to obtain high-viscosity paying users. In addition, user experience is also very important, especially for Internet TV. The payment operation is not as simple as that on PC or mobile terminals. If the procedure is too complicated, it will only dampen the user's interest. Reasonable prices are also one way to improve user experience. From the current situation, the charges for online videos are not more expensive than traditional cable TV service fees. Therefore, if you want to use experiential marketing to create a new model for charging for online videos, you must ultimately rely on high-quality video resources. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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