Sell oneShort videoThe era of 22 million years has passed since the postings, and short videos have entered the second half。
The rapid rise of papi, chen shui at 6:30 and ono, among others, resulted in the first wave of dividends from short video entrepreneurship. However, commercial realization has become more difficult in most of the latter areas。
How can we break out of a cloud of seductive dividends and uncertaintyHeadline todayShort video at the count centerCreatorCommercial liquidityReportIt helps short video creators explore a business realization path that suits them。
Difficulties and dividends
Although the industry is full of office space and office space at 6:30, the report indicates that 47. 9 per cent of the 952 high-quality short video teams studied are not yet profitable。
The report notes that the platform subsidy is currently the main mode of realization for short video creative teams. Although there are short video customizations, electricians, fees, derivatives, etc., they are in the initial stages。
However, the report revealed a more important message that “70 per cent of advertisers are willing to increase their short video delivery expenditures”, as evidenced by the great interest shown by advertisers in the short video field。
After all, video advertising is much more informative and more dynamic than traditional graphics, as it caters to the current user habits of internet access and, more importantly, to the trend towards videoization of large content platforms. As a result, short video has begun to replace traditional graphic advertising in the information stream on a wide scale, especially with content-centred creative embedding。
How can commercial liquidity be realized in the face of great profits? The report proposes three practical options: to choose the field and hold the thighs; to make full use of the platform; and to build a brand of its own and capture the hearts of its fans。
Tip1: select the field. Hold your thighs
Referring to short video conversions, it has always been emphasized that moving into the area of highly vertical breakdown: the principals of wild foods are self-help outdoors, field meals and meals, as well as the eccentric eating practices of the office masters. However, the choice of direction is particularly important for small white creators in many areas of disaggregation。
The report notes that the three agricultural, military and play fields are the most profitable。
In addition to observing the profit-making teams, the report suggests the need to take full account of the supply-demand relationship in the subdivision area in order to dig up the blue sea in the red sea。
Data show that general entertainment accounts for the most important part of the different segments of short video content supply, consumption and marketing, but with vertical breakdown of marketing demand in areas such as games, cars, parenting, etc., short video production will be pushed back to more vertical areas。
When it comes to supply and demand, it is important to balance the demand of advertisers with the field of content. The main areas of advertising are different from the different short video content, which can be distinguished from a wide variety of types of advertisers and vertical ones that target the main areas of advertising。
Tip2: make full use of the platform
From the beginning of 2016, there was an outbreak in the area of short video, and today there are billions of subsidies for the content of the main platforms, such as the headlines, the placards, and so on。
The report notes that for short video teams, the platform is an important step in helping creators to survive, given the difficulty of commercial realization。
As can be seen from the figure, platform subsidies are important for the growth of small teams, and 71. 18 per cent of the profit-making teams are profitable through the platform。
As the largest video creation platform in the world, today's headlines have adopted supportive policies to address the challenges of change and the needs of different stages of growth, the most popular of which are supported by resources and funding。
It can be said that in the early years, today's headlines subsidize you, help you get through it and find opportunities; when you grow, today's headlines become a bridesmaid, help you catch up with the mcn, the advertising master's dad, help you break the bottlenecks and grow。
Tip3: make your own brand, grab a fan's heart
When you see a video of a tatter, you think of "papi sauce," and when you look at wild cooking, you think of "the wild eater," and you see the high-profileness of the ip, not only by capturing the hearts of the fans, but also by suggesting that you have more possibilities for commercial realization。
The report indicates that 69. 91 per cent of the teams interviewed consider themselves to be in existence because the team brand was not established. The importance of building a brand。
Yesterday, the founder of today's headline, zhang zheng yi, announced the launch of the “millions of pink” project at the creative assembly, which means that in the coming year, 10 million fans will be supported, that is, at the strategic level, to help creators capture the hearts of fans in order to achieve their ambition to build a unique ip。
In addition, the report reminds us of the need to keep abreast of new actions by industry leaders, such as visualization of short videos of interpretation, and testing water-knowledge payment models。
There is a large number of short videos that are read in terms of policies aimed at clients such as governments, large companies, and industry organizations. “injecting advertising, which only started in may 2017, is growing rapidly and a small amount of knowledge fees has begun to be paid”. Machambo said that it was very optimistic about the payment of content, which would also be one of the directions of vision. However, he was cautious about the current fire-cracker。
At this time, the web is red and competitive, but it is believed that short video entrepreneurs are in their best times, backed by high-quality platforms such as advertisers and today's headlines with a strong desire to taste new ideas。
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