Short video is entering the era of national realization. Both MCN and platform are indispensable

The Internet is almost a tuyere every year, changing rapidly. O2o, sharing economy, short video, etc. among them, the content represented by short video is a very special industry

original title: the second half of short video: the key is to realize

the Internet is a tuyere almost every year, which changes rapidly, such as o2o, sharing economy, short video, etc. among them, the content represented by short video is a very special industry, which is both an independent field and integrated with various industries at the same time. Zhang Yiming, CEO of today's Toutiao, who is valued at tens of billions of dollars, judged that short videos are entering the era of national realization

with the rapid growth of short video creators, what is more realistic than content is that the flow cashing problem of content creators has become a pain point for creators. How to solve this problem has become the key to the development of the whole industry

< strong > current situation of short video players: in addition to content, the key is survival < / strong >

with the development of social networking and short video platforms such as Weibo, wechat, watermelon and Tiktok, short video has become the most popular method of play at present, attracting batch after batch of creators to participate in it, and deriving thousands of short video creation teams and projects. Watermelon video, which is in the forefront in China, has been online since last May, until now In October, the cumulative number of users has exceeded 200million, the daily average use time is more than 70 minutes, and the daily average playback volume has also exceeded 3billion. In just one and a half years, watermelon video has become the largest pugc short video platform in China

in the eyes of many people, the short video team is bright: a small office with an estimated value of more than 1billion has become one of Facebook's largest online celebrities in Asia, which sounds very desirable. As a result, more and more media people and entrepreneurs have entered the short video industry one after another, hoping to share the dividends of short video content. However, the road of entrepreneurship is doomed to be full of ups and downs. The creators' real living conditions are quite cruel. Relevant data show that at least 50% of the short video bloggers in the whole industry have not achieved balance of payments

why is it so difficult for short video bloggers to make money? The limited way of realization is still the biggest problem. At present, the realization mode of the whole short video industry is still based on platform sharing, advertising implantation and flow realization, and these three are interrelated

the first is the flow. To attract users, creators must be able to produce good content. However, with the increasing number of short video bloggers, the cost of original content is getting higher and higher, including creativity, traffic, promotion and so on. In addition to creative exhaustion is a common pain point for creators. At present, the promotion has begun to face a bottleneck. Weibo, wechat and other social platforms, including Youku and other video platforms, either the distribution of traffic has been basically completed, and large-scale accounts for 90% of the traffic. Or many platforms have been used to and tend to support the famous big names, push these contents, attract user traffic quickly and safely, and there are too many uncertainties in supporting new numbers, which is the main reason why many platforms are unwilling to invest too much

on the other hand, many short video teams did not have the energy or ability to expand more in business development and business negotiation in the early stage. At the same time, when negotiating with advertisers, because there is no brand influence and no capital bargaining, they are basically dominated by advertising. A food short video blogger in Southwest China has more than 3million videos in a single episode. Due to the lack of business ability, one advertisement embedded in the first video can only sell for 5000 yuan. After removing the shooting cost and human and material resources, there is basically little left, let alone operation and promotion. The quotation for the first phase of the rampage event is more than 2million, and Party A cannot interfere with the content production. By contrast, it is a world of difference. This is the gap between small teams and large IP. At present, most teams in the market are the former. With the continuous development of short video outlets, the Matthew effect of the stronger and the weaker is reflected incisively and vividly in the industry

the primary problem of short video platform is how to solve the realization

from the current industry situation, short video has entered the second half of the intensive competition, and the whole industry still looks vibrant. However, if the business model is unclear and the problem of high creation cost is not solved, the development of creators and platforms will be hindered

as the largest video website in the world, YouTube has made corresponding countermeasures against this situation. As long as the up owner agrees that YouTube will insert advertisements in front of their videos, YouTube will distribute 55% of the advertising expenses to the up owner. In terms of up owners' advertising cash, YouTube also provides corresponding channels, and advertisements can be allocated to UGC through YouTube partner projects or MCN companies. The former is mainly video creators and Youtube, which will post videos or embed advertisements, and the revenue will be divided into 50% and 50%. At the same time, the platform will also excavate and incubate UGC for a long time. YouTube's policy has greatly stimulated the development of creation

it can be seen that the platform must consider helping creators solve the liquidity problem, but only giving support is not enough. The platform should provide a series of support, including funds. Only in this way can the whole content ecosystem be built. In this regard, China's platform has gone further and done more comprehensively than YouTube

in China, the first to launch the support plan made headlines today. Yesterday, watermelon video announced the "3+x" liquidation plan. In China, watermelon video is the first plan to solve the cash flow problem of video creators. In particular, this time, 2billion yuan was paid in advance for the creator to solve the problem of the early shooting cost of the creator's video. It is also realized from many aspects: including three times the viewing income of fans. Fans have clicked once, and the income is three times that of non fans. Secondly, the video e-commerce function is launched. Creators can insert commodity cards related to video content into short videos, and then earn income through self operated commodities or commission sharing with e-commerce platforms. The creator Qiaofu 9 sister participated in the internal test. In eight days, she sold 30 tons of emperor oranges through video, with sales of nearly 400000. The live broadcast function to be launched next can also allow short video creators to communicate with fans through interaction, so as to better realize the flow of fans

on the watermelon video, a blogger who focuses on rural life, the country girl, focuses on doing some original content of rural life, such as picking corn, fishing, threshing rice, agricultural food... Etc. So far, her video playback volume in watermelon video has been close to 70million, and she has earned 150000 yuan from watermelon video in half a year. This is undoubtedly a large amount of income for a person who relies on crops as his main source of income. Another creator, Gu Ye, played more than 72.3 million of his art popular science short video content on watermelon video alone. In addition to sharing, the platform also participated in joint production. As a result, his income in watermelon exceeded one million. This may be higher than the income of many projects with financing of tens of millions

traffic can attract creators to settle in, but realization can help creators settle down. Helping creators make money is the core competitiveness of the platform to attract short video creators. For creators, in the development stage of the industry, it is essential for video creators to cash in as much as possible, maintain the survival of the team, and then seek further optimization of path content

mcn and platform are indispensable

just like when the live broadcast broke out, the platform needed the Internet celebrity economic company, the crowd in the short video industry surged, which also gave MCN the opportunity to show its strength. MCN, in fact, is more like a short video online celebrity incubation and brokerage company, which enables the creators of short videos to obtain more traffic, brand exposure and commercial cash through MCN. MCN helps content entrepreneurs incubate IP, and realize the branding, commercialization and headedness of content

in the current short video industry, the relationship between content creators, users and advertisers is still in an early stage. A large number of content creators do not know how to attract and maintain fans, let alone attract advertisers. At this time, the birth of MCN solves the problem of celebrity cultivation, including screening, positioning, cultivation, traffic amplification, community maintenance and a series of work that can hardly be completed by individual teams. The technology industry has specialized, so that the content only focuses on the content, traffic and business to the partners, which has been the choice of many content creators and has become an industry trend

however, due to the limitations of cost and content, scale is a practical problem faced by MCN. At the same time, not all content creators have the opportunity to work with MCN. MCN's requirements for selecting content creators are not low. Yinxingliang, CEO of MCN in the new studio, once revealed the conditions of their signatories: understanding, feeling and talent of the content, and whether the content is popular with young people and has commercial value in the future. It can be seen that not all creators have the opportunity to cooperate with MCN. At present, China's largest MCN has incubated and signed more than 200 accounts in total. On today's headline platform, only the headline number has exceeded 400000. For the creators of short videos in China, MCN and MCN are only a few high-quality accounts

mcn has greatly promoted the development of header content, helping some potential accounts to develop into header content, so as to win more traffic and business opportunities, and finally have the opportunity to become header IP. At the same time, the cooperation between MCN and the platform is becoming closer and closer. The platform gives MCN more traffic and resources and support. MCN's feedback on platform policies and cooperation will also help the platform develop better. So as to better promote the development of the whole industry

but from the perspective of coverage, for medium and long tail creators, the threshold of access to the platform is much looser than MCN. In fact, both individual teams and MCNS can make content visible to more users. Settle in a platform that has traffic, support and income for individual teams. Can help them develop better

watermelon video, relying on the AI recommendation of today's headlines and the creator support system, has laid the foundation for the development of many short videos. "The original doubling plan also ensures that the original short videos released by content creators have no less than 100000 recommendations. In the just launched" watermelon production "plan, 2billion creators prepaid production fees, which solves the pain point of financial difficulties for many short video creation teams.

George Orwell said," what exists is now, not a part of any story. " For creators, since the short video vent is so fierce, thousands of troops can't avoid crossing the single log bridge. Choose the right platform, let yourself live in the tide of short videos, and then try to develop. This is the urgent need at present

editor: Mary