In 2018, Meipai will focus more on women's content and rely on MCN to seize the cash outlet.
on November 28, Meitai held the "Meitai 2018 Strategy Conference". The vice president of Meitai content announced that it would invest 500 million resources, 10 billion traffic, and Meitu's full-matrix user resources to launch key support for Meitu's feminized ecology.
original title: Mei Pai shout! UGC content platform can not be done by spending moneythe competition in the field of short video is becoming more and more fierce, and giants are pouring into capital. Meipai believes that UGC content platform can not be done by spending money. In 2018, Meitai will focus more on women's content, pluralistic MCN ecology and dance trend culture.
on November 28, Meitai, a short video platform, held the "Meitai 2018 Strategy Conference". Meitai's vice president of content announced that it would invest 500 million resources, 10 billion traffic, and Meitu's full-matrix user resources. launch the key support to the feminization ecology of Meitu, and the support strategies will be carried out from the eight core content categories: dance, makeup, baby, sports, pet, craftsmanship, clothing, and food. Create a trendy short video community for girls.
strong > short videos engage in hand-to-hand combat. Meipai takes a different approach from dancing / strong >
recently, short videos have been pushed to the forefront of the wind and waves. Zhou Hongyi messed up the short video, saying that he wanted users to "get to G-spot in one minute"; Baidu's short video product "good-looking video" was unveiled, and even JD.com and Taobao began to focus on short video; and watermelon video, a short video platform owned by Jinri Toutiao, spent 2 billion yuan to help creators cash out.
QuestMobile autumn report shows that the MAU of the entire short video field has exceeded 300 million, an increase of 9% over the same period last year. The average monthly usage time of short videos consumed by users is 765 minutes, and the average number of monthly uses is 201.2, with a growth rate of more than 310%. The consumption time of short videos on many platforms has exceeded that of long video content.
Meitu Chief operating Officer COO Cheng Yu said that the short video is now in the tuyere of an outbreak, the middle of the outbreak has not yet arrived, and now it is only the beginning of the outbreak.
at the same time, Meipai's vice president of content believes that the role of content is very important, carrying the three functions of customer acquisition, retention, and promotion of life. But at present, the short video industry is still in a period of relying on low-quality, vulgar content to get high attention and traffic, and many app do not have a relatively clear product positioning.
as a short video App whose user groups are mostly women, Meipai will focus more on feminine content in 2018, opening up the link between pan-entertainment and vertical categories. In Meipai's point of view, dance is a good starting point. At the press conference, Meipai announced that it had signed contracts with 14 dance clubs, and Meipai would work closely with them in the future to further improve the influence and revenue capacity of the dance clubs.
according to talent, the reason for choosing dance is that dance ecology operates very well in the United States, and a number of dancers and dance troupes have produced high-quality UGC content. So far, Meipai has gathered more than 3000 dancers and more than 400 dance clubs. "Dance may become a trendy culture next year, and there will be an opportunity for commercialization and better returns," Cai said. "
the RMBCrew dance troupe signed by Meitai
uses the dance content, Meipai has also tried to realize some combination with the brand this year. During Tmall's Black five, Mei Pao partnered with Tmall to invite popular singing and dancing artist Wang Jiaer to customize the "Meow Dance" short video. The video was launched less than a day ago, and the topic # Wang Jiaer Meow Dance # was played nearly 3.5 million times. The direction of this commercial realization has always been with the Meipai plan, which will not focus on hard and broad, but rely on content marketing.
in 2018, Meipai will also launch the "Meipai Dance season", and through the "Meipai Thousand talents mentor Program", "100,000 Creative Dances", "Wang Jiaomao Dance" and other theme activities, we will join hands with users, dance talents and dance clubs to continue to improve the dance ecology of Meipai and try to realize it commercially.
Meipai believes that in the field of short video, after the attack of "tuyere", it is the "complete ecology" that can make the product stand on its feet. Talent said that ecological things can not be robbed by spending money or burning money. If you do not have corresponding consumers and fans after you grab it, you will not be able to take it. At present, the dance ecology of Meipai is the next step to sustainable development.
strong > with the rise of MCN, Meipai continues to commercialize and try / strong >
to build up the content ecology, then it comes to a very important stage of commercial cashout. The commercial realization of short videos this year is inextricably linked to the sudden emergence of the new word MCN. MCN has become a "tuyere" before many people understand the concept.
since the beginning of this year, several MCN institutions have announced financing one after another. MCN can be understood as a "company with the ability and resources to support content producers". To put it bluntly, it is an online celebrity agency that helps people with short videos become famous and make money. Liu Xianmin, a partner of Huaying Capital, has said that the current focus of short video is to obtain effective traffic and improve the efficiency of traffic realization. MCN is regarded as a "dawn" to obtain traffic and improve cash efficiency in the industry, especially platform enterprises promote the development of MCN.
following Weibo, Meipai followed MCN in September 2017, providing MCN with free policy support and traffic diversion to facilitate them to support talent. The short video industry is facing the imbalance between content efficiency and quality, and MCN will improve the creator's management efficiency and content control, and more importantly, improve the cash realization ability.
Zhang Yongjie, Operations Director of MeiPao MCN, told the reporter that with the outbreak of the short video industry, all the talented people in Meipai felt that they could make money from video, but before MCN, Meipai people actually fell into the bottleneck of growth, and the income was more difficult to solve. The emergence of MCN provides them with a professional and intensive growth space. At present, Meipai platform has formed a three-layer ecology of "plain people-up to people-MCN".
behind MCN is actually a smoke-free war to rob Internet celebrities. MCN has also been placed at an unprecedented level by Meipai, with a number of ecological strategies related to MCN released in 2017, including Project M, which provides more diversified ways for people to realize cash while watching. Talent believes that all Internet platforms are doing content, but as long as it is the Internet platform to do content operation, the mainstream direction in the future must be to rely on MCN.
in 2018, Meipai's commercial realization is not urgent, on the contrary, it is more urgent to support producers to realize cash with the help of MCN. Talent believes that, "short video is the most competitive business model or advertising cash." Only through MCN can we stick to more high-quality content creators, generate a large number of fans and traffic, and make the subsequent realization of the platform possible, especially at the most important advertising level.
however, at present, the development of MCN in China is still in its early stage, and its planning capacity is still very limited. It is only slightly mature in some vertical segments, such as beauty makeup. In addition, at present, MCN clings to the thigh of the platform, and its own commercial realization approach is not significant, and then it may also be affected by the short video industry, the development path is still not clear, and it also needs to be run-in by the platform, people and users.
at present, short videos have entered the overall competition in content, traffic, and commercialization. Old players are exploring new ways of playing in content and subdivision areas, and players with strong funds and content distribution capabilities continue to enter the venue. In the view of talent, the dividend period of short video is still there, there will be no oligarchs and giants in the content field, the competitive pattern will always exist, and there will be more platforms to do short video in the future.
but do you have to spend money on short videos in the future? Talent gave a negative answer: "when the tuyere comes, Chinese Internet companies instinctively want to burn money. Some money is reasonable, and some money is inexplicable. In the end, each platform still has to look at the genes of its own platform and the soil of its own platform. Any UGC platform cannot be made by burning money."
Edit: mary