Recently, Douyin released data related to the "Spring Festival without closing" campaign, and from January 25 to February 7, the total live broadcast time related to the all-platform event was as long as 12.07 million hours, and the cumulative number of viewers reached 18.4 billion.
Benefiting from such high traffic, the live streaming results are equally eye-catching. According to statistics, there are 1941 live broadcast rooms with a turnover of more than 10 million in a single session, and 7323 short videos with goods exceeding 10,000, which makes people marvel that the gold absorption ability of short videos is still strong.
However, with the frequent actions of the state to rectify the short video field, such as the banning of several major head anchors, it also makes the live broadcast with goods not as beautiful as before, or will it become "the past"?
At the same time, the news that Fan Deng's revenue of 1 billion yuan in 2020 has made the knowledge payment successful and attracted more people's attention.
What is paying for knowledge
As the name suggests, paying for knowledge refers to the phenomenon that the recipient of knowledge pays for the knowledge read.
It should be noted that the knowledge payment is to let the knowledge holders indirectly pay the knowledge disseminators and screeners, rather than allowing the people involved in the knowledge dissemination chain to obtain benefits through traffic or advertising and other means, which breaks through other traditional Internet content creation monetization models.
In fact, as early as 2016, knowledge payment began to break into people's attention. The earliest was the "sub-answer" line, so that many celebrities and experts joined the paid Q&A model, so that everyone found that the original knowledge can still make money in this way.
After seeing the success of the forerunners, the follow-up follow-up, Luo Zhenyu launched the "get", Himalaya FM founded the "123 Knowledge Carnival", Zhihu launched the "Zhihu Live", and for a time the "knowledge payment" surged and ushered in a blowout period.
According to data from relevant institutions, as of October 2021, there are as many as 3763 related enterprises in the mainland and knowledge payment, and this small and beautiful industry seems to be really attractive.
How knowledge payment is on fire
There will be a market if there is demand, and the rise of knowledge payment is also in line with this law, and it can also be said that the fusion and fermentation of various factors has contributed to this phenomenon.
First of all, the rise of the mobile Internet, people are no longer limited to obtaining knowledge from the PC side, the influx of massive information from the mobile phone end, will inevitably bring too much information length, want to obtain more accurate and valuable information has become a strong demand.
Secondly, the prosperity of e-commerce has changed people's consumption habits, the concept of consumption has been upgraded, and the concept that good things are valuable has become deeply rooted in the hearts of the people, and all kinds of things can be bought on the Internet, and "knowledge" is no exception.
According to the data of Ai Media Consulting, the market size of knowledge payment in the mainland was still 4.91 billion yuan in 2017, and in 2018, it soared to 14.83 billion yuan, soaring more than 3 times.
With the internal drive of people to improve themselves and time cost savings, the number of people who buy knowledge payment is increasing year by year, according to relevant data, it is expected that by 2022, knowledge payment users are expected to reach 527 million people, the market size exceeded 70 billion yuan, and the cake is not small.
The niche makes money
Compared with the volume of tens of billions and hundreds of billions of yuan in the e-commerce field, knowledge payment can be regarded as a very small track, but the ability to make money is still not to be underestimated.
Wu Xiaobo, one of the "Four Heavenly Kings of Knowledge Payment", said in an early interview that there are 300 million yuan in income every year; another day King Luo Zhenyu can earn an average of more than 70 million yuan per month in 2021; Fan Deng, who is now very hot, will make more than 300 million yuan during the "Double Eleven" period in 2021, which shows that the head of this field is really strong in earning money.
The diversity of knowledge paid content presentation methods also allows it to have more operation and play space, so that more people can show their skills and win a piece of the pie.
For example, the early graphic mode, represented by "sub-answer", but the short board of too little information makes it gradually decline; the medium-term audio sharing mode, represented by logical thinking and Himalayas, once Luo Zhenyu's 3 minutes of audio every day made countless people crouch on the toilet in the morning waiting for updates.
In today's short video era, whether it is recording video or live broadcasting, it can attract many fans to flock to it and trigger a carnival feast.
Relevant data from Douyin show that in 2021, the playback volume of pan-knowledge content on its platform will account for 20% of the total playback volume of the platform, an increase of 74% year-on-year, showing that more and more people like to obtain knowledge through short videos.
How do you get out of this increasingly competitive track? Premium content and promotions are two of the biggest tools. In the "2021 China Ear Economic Development Special Research Report" released in January this year, it was pointed out that at present, 57.5% of consumers in the mainland are willing to pay for their favorite IP (intellectual property), of which 53.1% of consumers pay to support their favorite anchors.
The times are changing, what remains unchanged is people's pursuit of good things, the desire for cost performance, especially now that everyone's money bags are in a slump, and eager to learn a money-making "cheats", since someone has achieved wealth freedom through their own knowledge, then why can't the next person be me?