The most important thing is that it is basically difficult for these video uploaders to earn income at present. When there is only investment but no income, it is difficult to last with passion.
As for relying on advertising sharing as in the previous life, it is unlikely in the current period, because the market effect of online advertising has not yet been recognized by the majority of advertisers, and the income in this area will not be much.
This is why after Jin Jiming developed the short video website according to Zhao Yi's request, he didn't know how to operate it. Did he shoot all the videos himself
This is obviously impossible. Firstly, it faces the problem of lack of creativity. Secondly, it requires a lot of energy. The cost of running it by enterprises will often be higher, and the audience may not like it.
The best way to operate is to let people around the world shoot short videos themselves, which can bring huge content to short video websites and also create unlimited creativity.
"Short video websites, you adopt a self-media operating model. In this case, you don't need to shoot the video yourself. It just serves as an operating platform. As long as you do a good job of supervision and distribute the interests of all parties," Zhao Yi said.
"Self-media?" Jin Jiming asked doubtfully.
“We-media refers to the way that ordinary people publish their own facts and news through the Internet and other channels.
It is a general term for new media that uses privatized, civilian, generalized and autonomous communicators to deliver normative or non-normative information to an unspecified majority or a specific individual through modern and electronic means.
In fact, in the final analysis, it is to give individuals or small studios who have no media resources before an opportunity to build their own online media channels.
They can use this to attract the audience's attention, spread their own values, find people with common interests to share their views, and so on.
After these self-media accounts gain enough followers, that is, the number of fans, they can monetize them through some means and form their own source of income.
The commercialization of self-media mainly comes from two aspects:
The first way is to operate purely online. They can accept some advertising placements themselves to achieve advertising revenue. As long as they don't do it too much, their fans can still understand it. After all, people also have to eat properly.
The second way is to monetize through offline channels. For example, if self-media people are well-known, they can participate in some offline business activities and obtain business income. " Zhao Yi said.
Hearing what Zhao Yi said, Jin Jiming knew what self-media was about, but he asked in confusion: "Do we need to collect fees from their business activities?"
Hearing Jin Jiming's words, Zhao Yi expressed his helplessness. How much he wanted to make money. Others had paid so much and finally made some money, but the platform still wanted to exploit him.
“These business behaviors are all personal behaviors of self-media. As long as they do not violate the Internet supervision laws of the country where they are located and do not violate local public order and good customs, we should not control them.
Of course, it is best not for the platform to take a commission on the income they earn through these means, because this will severely dampen their enthusiasm and deter many people from entering the self-media industry.
Not only can we not crack down on them, we even need to share advertising with them, so that self-media with weak commercial capabilities can also get a share of income.
Only if they can earn enough income from operating these self-media channels will they invest more energy and produce better content, and then the platform can obtain richer video content.
With high-quality content, you can naturally attract more viewers, and then the number of views on the website will naturally increase. When the number of views increases, advertisers will naturally come to you.
Therefore, if the platform wants to develop better, it cannot kill the goose to lay eggs. It needs to work with self-media people to build the platform well and form a benign development environment.
Of course, there is no advertising share in the early stage, and it is impossible for ordinary people to register as self-media accounts for no reason, so we must come up with a set of incentives to allow ordinary people to bravely take the first step.
So I think you can allocate a certain amount of funds to support the development of self-media, allocate these amounts according to the number of plays and the quality of the plays, and try to be fair and just. " Zhao Yi said.
"How much is appropriate?" Jin Jiming asked cautiously.
This is not because he is reluctant to give up money, but because Qianxun Technology Company itself really has no money. Even the money Zhao Yi gave them to build their headquarters was invested in the company's operations.
Although there is no shortage of money at the moment, they cannot spend large sums of money on self-media, so he must seek Zhao Yi's opinion, because the money will eventually need to be spent by the boss.
“Since there will definitely not be many self-media people in the early stage, so the money spent will not be much. You can use the gradient promotion method to gradually guide self-media people to join.
For example, in the first month, you allocate 10 million yuan as this month’s bonus pool to reward all self-media people on the platform. All of them will be distributed to the platform account at the beginning of next month. As for whether the withdrawal is reflected or not, it is their own business.
After a month of publicity, everyone knows that self-media can make money, so more people will definitely participate, and the number of self-media people will definitely increase further.
In order to ensure that the income of self-media people does not drop too significantly and dampen their enthusiasm, you can expand the second bonus pool to 50 million yuan for self-media people on all platforms to share.
By analogy, more and more people will participate each time, and more and more self-media people will participate. Because income is closely related to the number of views, they will actively promote short video websites and let their friends follow their self-media accounts. .
The best way to promote is to let the self-media people on the platform or the users themselves take the initiative to promote. You can also save a lot of promotion costs, and in the end it is not too much of a loss.
Of course, this model cannot continue forever. After all, you cannot spend so much money without limit. No matter which company it is, it will not be able to sustain it.
Therefore, in the future, you must speed up the development of your own advertising investment work and let your advertising revenue continue to grow. Only with this kind of continuous revenue can you maintain the income of self-media people and the operation of the platform.
Otherwise, once the self-media people have no income, their enthusiasm will be very low, and they will not be willing to create content, and the short video platform will be in a state of chronic death. " Zhao Yi said.
At this point, Zhao Yi felt that he was only listening to the report and had not seen what their short video website was like, so he said: "Show me the short video website you developed."
When Jin Jiming heard what Zhao Yi said, he quickly took a laptop from the table and entered the internal test IP address. When the page popped up, he handed the computer to Zhao Yi.
Zhao Yi took it over and looked at the website page. The homepage was similar to the portal website, that is, it was divided into many columns, and then you could watch related types of short videos by clicking on the columns.
Although this is correct, it always feels a bit ugly and not fashionable enough. He was actually not particularly satisfied with the style of the portal website they made before. As a result, they seemed to be addicted, so couldn't they change it
The reason he didn't criticize last time was because it was the first time this kind of website was built in the world, so he couldn't be too demanding. It wasn't that he was very satisfied with their layout.
"I think you should recruit a group of website designers. Your web design is really ugly. There is no comparison in the early stage, but it is okay. If you have comparison in the future, you will be able to see the gap.
As for web designers, you can recruit them from art majors or industrial design majors. They need to have certain aesthetic qualities and understand the characteristics of the Internet. However, these can also be recruited and taught.
As for the design of this version, I think it should be changed. After all, there is always a certain pursuit in doing things. It is impossible to use one layout to the end. We must get rid of the scientific and engineering thinking mode and think about problems from the perspective of users.
If you don't think about problems from the user's perspective, you won't be able to make good products. In the final analysis, for Internet companies, users come first, and technology comes second. " Zhao Yi said.
"I'm sorry, we really didn't put too much thought into this aspect. We will definitely make corrections according to Mr. Zhao's requirements and strive to come up with a design that is refreshing to users." Jin Jiming quickly assured.
To be honest, this was the first time he saw Zhao Yi raise a question so seriously, so he realized that Qianxun Technology Company might have a wrong focus and needed to correct it.
"Well, you should seize the time to adjust. The enterprise must not only pursue technology, but also cannot ignore the user experience.
If you look at why Polaris' consumer electronics products sell so well, apart from the fact that they do have technical content, it's also their excellent industrial design capabilities that make consumers fall in love with their products at first sight.
This is the same as a person's appearance. Only people with good appearance are more likely to attract the attention of the opposite sex. If you have talent in your belly and money in your pocket, then of course it will be better. " Zhao Yi said.
"What Mr. Zhao said is that we will make adjustments in future work." Jin Jiming said.
"You can just pay attention to this and slowly change the concept in the company. As for your products, provide me with an address when you get back and I will take a look.
If I have time, I will make a version for you and make a sample so that your employees can learn how to design a good product. "
Having said this, Zhao Yidian opened a short video and watched it. Although the playback was relatively smooth, the player had no image quality options and no other functions. The only function it had was to play at double speed.
Looking down, it’s directly to the comments. When Zhao saw this, he was speechless. He said: “As a short video platform, it is to increase its communication attributes.
Therefore, you must have the forwarding function, which can be forwarded within the site or the short video to other social media, such as all social software and platforms developed by Xinghan Technology Company.
In this way, more people can join your short video platform and increase the number of users because they see the videos forwarded by others. Isn't this good
There is also a like function, but do not add negative functions such as dislike. We must give self-media a relatively friendly creative environment, and at the same time, we must prevent self-media people from being maliciously attacked.
In addition, a collection function needs to be added. It is possible that the content of this video is very valuable to a certain audience, and they can collect it for later viewing or reference.
Oh, I almost forgot, you can also add a reward function. If the audience is very satisfied with the video content produced, they can reward the video creator, and the entire reward amount belongs to the video creator.
You can think about other functions that are beneficial to video creators, and then gradually open them according to the number of fans of the creator. For example, this reward can only be applied for when the number of followers of the self-media account reaches 1,000. .
In this case, self-media is particularly concerned about the number of fans, because the more fans, the greater the income and the greater the influence.
This is originally a good thing, because it means that others prefer the content you create, but it will also bring about a bad situation, that is, it is possible that the videos you create will be stolen by others and used by others to make money.
Therefore, you must also prevent the phenomenon of video theft. If this phenomenon is very serious, it will seriously dampen the enthusiasm of the platform creators and affect the development of the platform. "
Having said this, Zhao Yi discovered that if Qianxun Technology Company was to do it, it would be very difficult. In addition to common video tags, artificial intelligence technology would also need to be used.
If I just give common artificial intelligence technology to Qianxun Technology Company and let them slowly develop it themselves, I don’t know how long it will take to get it.
Therefore, it is better to go back and help them with these things. This can also reduce some workload for him, and at the same time, it can also give them a sample of the application of artificial intelligence for them to learn from.
"Also, have you considered the intelligent recommendation function? Not all users know what they need to see, and not all users can find the content they are interested in from the complicated information.
Therefore, we also need to draw a portrait of the user's favorites based on the content they have viewed, the length of time they stayed, and the number of comments they made, and recommend content they are interested in.
In this way, users can watch a large amount of content they are interested in in a short period of time, and it can also give unknown self-media creators a good recommendation position, which plays an important role in helping them accumulate fans.
If the platform wants to develop well, we need not only a large number of top self-media accounts, but also thousands of middle- and lower-level self-media creators to enrich our content and give them opportunities to improve themselves.
In fact, this kind of intelligent recommendation is not only used on short video platforms, but can also be used on your other platforms. For example, your music platform can recommend music of the type that users are interested in. " Zhao Yi said.
When Jin Jiming heard this, he was already sweating profusely. After Zhao Yi's analysis, he found that the things he was quite satisfied with before turned out to be useless.
The problem is that Zhao Yi is not deliberately making things difficult, but he actually means what he says. Every suggestion he makes is very valuable, giving Jin Jiming a feeling of enlightenment.
“The main feature of the previous Internet content model, which I call the first-generation Internet model, is that content providers are provided by companies, and users only passively accept this information and content.
As for the short video platform I just mentioned, it has started a self-media operation model. Internet companies provide the platform and others provide the content. I call it the second generation Internet model, also known as WEB2.0.
What you provide will gradually become a platform. As long as supervision and platform service work are done well, the content of the platform can be left to the self-media or the users themselves.
This not only allows users to gain a full sense of participation, but also allows users to obtain good returns in the process, making the platform more attractive.
The operating model of the short video platform can be extended to many Internet content platforms.
For example, for your already online music platform, the previous content sources were music companies, but you can also enable individual user upload mode.
Individual users may be music lovers, or they may have professional music training but have not joined a music company. They can upload the music they produce to the platform.
In this way, they can not only satisfy their desire for expression, but also communicate with their audience in order to create better music, improve their music creation ability, and earn income at the same time.
In this way, your music platform will gradually get rid of its dependence on music companies, gain access to a wider source of music resources, and make the platform more prosperous.
Another example is traditional forums, where we set the subject of the topic ourselves, and then classify the content of each creator according to the subject of the topic and display it to users.
Have you ever thought about building such a forum to allow users to create forum topics themselves? Forum topics can be countless. For example, if I like a certain star, I will create a forum for this star.
If I like a TV series, I will create a TV series forum, and then gather a group of similar fans to come in to communicate and discuss this topic.
Another example is your previous portal website, which can also enable self-media mode, allowing users to upload news content written by themselves, or create their own special reports.
However, it is good to open the form of self-media, but you must be strict with supervision, because the uploaded content will inevitably be mixed, and there may even be content that violates the law and public order and good customs. " Zhao Yi said.
After hearing what Zhao Yi said, Jin Jiming now really felt a sense of admiration for his boss. After his boss said this, it seemed that a door to the new Internet had been opened to Jin Jiming, which contained endless treasures.
Zhao Yi ignored Jin Jiming's expression. After talking so much, he suddenly realized that he had missed a more important thing, which was a blog that had been famous for some time in his previous life.
As for meagerness, because it has more social attributes, it is better to leave it to Xinghan Technology Company, while blogs emphasize more on content, which is more important to Qianxun Technology Company.
Thinking of this, Zhao Yi began to tell Jin Jiming about the blog-related forms in his previous life, describing the operating mode of the blog, the characteristics of the blog, etc.
In fact, blogs are a typical representative of WEB2.0, which allow users to share bits and pieces of their lives on the Internet, and they can also share their interests, hobbies, or knowledge on the Internet.
In addition, Zhao Yi also asked Jin Jiming to develop a knowledge question and answer platform to allow more people to answer users' questions, which is of great benefit to enriching Internet content. (End of chapter)