Image source @ Visual China
Text | Bear infestation Please note that the author | Polite
Another "Classmate Zhang", on fire.
Recently, the UP master named "Handsome Farmer Bird Brother" of Station B is particularly eye-catching. The video dominated the list for several days in the first position of the whole site, and the number of plays, coin likes, fans, etc. rose steadily.
How outrageous is the data? In his own words, "it's too late to update." Released a celebration video of 100,000 fans, and the number of fans has exceeded 200,000. When it was said that 300,000 fans was the annual target, the number of fans exceeded 400,000.
Get so pampered by the young netizens of the B station, what is the bird brother? As the name suggests, the video focuses on the three rural areas – agriculture, rural areas, and farmers.
This is very worth saying that some time ago just fired Zhang classmate, and now there is a bird brother, the three rural content explosions, it seems that it can not be explained by coincidence.
"The traffic password of rural life is really played", as the netizen comments below the bird brother video. From the most representative Li Ziqi to the emerging creators of sannong, the traffic appeal of sannong has increased unabated, and it has become a unique landscape on the short video platform.
So, why can the popularity of sannong content continue? Just because users love to watch?
When we look at the extension of industries such as short video and live e-commerce, the conclusion will be clear, which has little to do with whether users like to see it or not, and what is hidden behind it is a more secret "war".
See poetry and distance in short videos
"I originally thought that my video style was not liked by anyone in Station B, but later in February, someone carried my video and found it popular. Since everyone liked it, I came by myself. ”
Brother Bird did not expect that Sannong video would be so popular among young netizens.
Feigua data shows that on March 19, the fan scale of Bird Brother B station was about thousands of people. Since March 20, the data has generally increased, with 213,000 new fans in a single day and 532,000 likes on the same day.
In fact, before Brother Bird, rural life submissions already had a large audience in the living area of Station B. For example, Huanong Brothers, which has 6.452 million fans, has released a total of 475 videos, with a cumulative number of likes of 57.846 million, and the average number of likes per video is more than 120,000.
The same is true of other platforms, such as the 24 videos released by Brother Bird on the Douyin platform, with a total of nearly 14 million likes and a single like reaching a maximum of 2.95 million. As of June 2020, the number of rural tourism videos played on Douyin has exceeded 68 billion and the number of likes has exceeded 1.9 billion.
"See the ideal state of life in the video, so that you can get a moment of relaxation in your 996 life," said Xiaxi Sunny, a netizen who works for an Internet company in Shenzhen, just like the lyrics sing, "Life is not only in front of you, but also poetry and distant fields." ”
The desirable poems and distant places in pastoral life are the core themes of most of the short videos of sannong, and they are also the biggest attraction to netizens.
This also means that the above-mentioned content of the three rural areas is different from the traditional cognition of the "three rural areas".
Huang Maoqing, founder of Qunxing Interactive Group, told Xiong Chumo: "In fact, the content of sannong has always existed, and now Zhang, Bird Farmer and other people can catch fire, and a very important factor is the quality of the content. Before the rural short video, most people focused on the whole life, playing treasure, grandstanding. The shooting techniques, editing and overall texture of Li Ziqi, Zhang Xuexue and Bird Farmer all reflect a strong professionalism. ”
For example, a 7-minute video of Zhang Students contains more than 200 storyboards. The landing point of The Bird Brother video often ends up on his two dogs, as well as his signature action of pulling his hair. These plots are obviously carefully choreographed by the creators, making the video both light and funny, but also contradictory and contradictory, reversal, like a routine template for popular short videos.
As a result, countless netizens will be attracted by the poems and distant places presented in the short videos of Sannong.
The content that the platform likes is good content
In the era of algorithms, what you see on the platform is what the platform wants you to see.
The China Internet Network Information Center (CNNIC) recently released the 49th "Statistical Report on the Development of China's Internet Network", which shows that as of December 2021, the scale of short video users reached 934 million, an increase of 60.8 million over the previous year, accounting for 90.5% of the total netizens; the scale of online live broadcast users reached 703 million, an increase of 86.52 million over the previous year, accounting for 68.2% of the total netizens.
"The content itself has achieved high quality, the traffic of the platform is pushed, it is difficult for Zhang Classmate and Bird Brother not to be hot", Huang Maoqing's view said the truth of the hundreds of millions of short videos of sannong and tens of millions of likes, and the premise of the user's one-click three-link is that the platform pushes the corresponding content to the user's eyes.
The implication is that the content that the platform likes is good content, and whether the user likes it or not may not be so important.
Moreover, at different stages of development, the content required by the platform is also different.
Before May 2020, the platform's most important thing is the ability to create high-quality content, that is, UGC. Creators can get traffic blessings by taking out excellent works. After October 2020, short video platforms will carry out live broadcasting business, and at this time, high-quality content will be combined with live broadcasting, and there will be traffic tilt.
After that, live e-commerce has accelerated in an all-round way, live broadcast technology and mechanism have become more and more mature, and the gameplay has been rewritten again. Some insiders said, "There are a lot of private domain (fan) accounts, and the platform does not necessarily give you such high traffic support." And the account of zero fans, as long as you know how to invest in streaming, how to do conversion, the same will get traffic, the same can make money."
Following this, the platform's traffic blessing for the three rural content and creators is inseparable from the rise of agricultural and sideline products in the field of e-commerce.
For example, Taobao's "village broadcast plan" opened in 2019, in September 2021, its report card shows that the platform has accumulated 110,000 farmer anchors, and the live broadcast has driven the sales of agricultural products by more than 5 billion yuan; for example, Pinduoduo's latest financial report shows that there will be 61 billion platform orders in 2021, and Liu Jun, vice president of the company's finance, revealed that the increase in agriculture-related orders is particularly obvious.
Anchoring the short video platform of live e-commerce will naturally not miss this trend.
The relevant data of Sannong released by Kuaishou mentioned that in 2021, there will be more than 240 million interesting users in Kuaishou Sannong, more than 200 million new original short videos in Sannong, and more than 1 billion short videos produced by Sannong creators. Traffic is transmitted to the e-commerce business, in the first 10 months of 2021, Kuaishou agricultural products orders exceeded 420 million pieces, and agricultural product sales increased by 88% year-on-year.
In addition, the above-mentioned industry insiders also added: "The rural market is indeed promising, but the popularity of the creators of the three rural areas can not only be attributed to the business level, but also the platform's control of the overall direction of the content." As a traditional agricultural country, rural revitalization has always been the main theme, especially in 2020, which is not only the year of poverty alleviation, but also the epidemic, and the Internet company's approach to agriculture is determined by the general situation. ”
Behind the boost is an incremental dark war
The demand is objective, but the resources are limited, and the open struggle between the platforms is inevitable.
Around the creators of sannong and the content of sannong, there have been several rounds between video platforms. Douyin launched the "New Farmer Plan", planning to invest a total of 1.2 billion traffic resources to support the content creation of the platform Sannong; Kuaishou has launched the "Three Rural Rapid Growth Plan", "Autumn Reality Plan", "Cultivation Plan", etc.; the B Station Food Area has a special "Pastoral Food" channel, and also launched special activities such as "Pastoral Food Collection Order".
Moreover, in addition to traffic support, in other links, the platform will also give a "green light" to the three rural areas.
A person familiar with the matter revealed, "In Douyin, Kuaishou to open a store, if it is to do the three rural areas, the platform will first give some traffic." Then in terms of the commission of live streaming with goods, the general commodity platform will deduct about 5 points of GMV, and the agricultural and sideline products are only charged 1 point, and the support is still quite large. ”
The platform is so invested, from the perspective of returns, what can the creators of the three rural areas and the content of the three rural areas bring to the platform?
The answer has actually been mentioned in the previous article, and the most intuitive performance is conducive to the platform live e-commerce business. Further combing, it can be summed up in one word - incremental.
The increment not only includes e-commerce GMV, but also multiple dimensions such as content ecology, traffic, market share and so on.
For example, after Zhang's classmates exploded overnight, the industry naturally turned its attention to the content dispute between Douyin and Kuaishou. In the traditional impression, Kuaishou started in the sinking market, and the three rural areas should be the dominant position, but why does the top stream of the three rural areas like Zhang Appear in Douyin?
This involves the change of the content ecology and user ecology of Douyin. The penetration rate of short video users in the whole network reached 90.5%, and the network live broadcast was 68.2%, which shows that the user coverage is wide on the one hand, and the growth space is limited on the other hand. Specific to Douyin, with the expansion of the platform, the platform is no longer the short video community where young hipsters in first- and second-tier cities gather. Supporting more creators in the three rural areas and letting short videos and live broadcasts become new agricultural tools is more conducive to the increase in the sinking market of vibrato.
Of course, the corresponding increment of the three rural areas is not limited to the users of the sinking market.
For example, the sales of agricultural and sideline products in live e-commerce are generally called "agricultural products uplink" in the industry, that is, from the field to the consumer table in first- and second-tier cities. This shows that the flow of three rural areas is conducive to the platform to open up the market in first- and second-tier cities. For example, 29% of the users of Kuaishou's platform Sannong interest are from first- and second-tier cities.
Expand the scale of users, improve e-commerce GMV, improve the content ecology... No matter what purpose the platform gives special support to the creators and content of the three rural areas, it is essentially a dark war around the increment.
Although the content of the three rural areas is good, the challenges cannot be ignored
The dividends of sannong content attract creators, MCNs and platforms to enter the game, and as bystanders, we must also be aware of the risks and challenges while seeing the hilarity.
For creators, the challenges stem primarily from both content and resources.
On the one hand, there is stable content output, including Li Ziqi, Huanong Brothers, Zhang Classmate, Bird Brother, etc., the bridge for direct dialogue with users is content. The netizen "Xia Xi Sunny" mentioned above, seeing the ideal "poetry and far away" in the video, is where the content value of the creator lies.
If the value of subsequent content decays, the platform will naturally focus on other newcomers. Then the loss of users, the top stream will inevitably become a "past Internet celebrity".
On the other hand, monetizing existing traffic requires creators to have the support of supporting resources. For example, most of the ordinary people or individual creators may not have the ability and resources outside of creation, and it is necessary to introduce professional institutions and teams to complete the selection, signing, operation planning and other matters.
This also means that the relationship of interests is becoming more complicated, and the dispute between Li Ziqi and Hangzhou Weinian is a lesson for the past. Perhaps it is precisely because of this that Zhang said publicly after the explosion of the whole network that he did not consider bringing goods for the time being, and rejected the signing fee of up to 20 million yuan for some companies. However, Zhang has been monetizing traffic through video implantation, and the data shows that his business order quotation has reached 300,000 yuan, and brands such as OPPO and UnionPay have cooperated with it.
For MCN agencies, the Sannong track is highly competitive and the business is not easy to do.
Taking the live e-commerce business of Beijing Xinfadi Vegetable Market as an example, according to Huang Maoqing, "Probably in the middle of last year, Xinfadi took the initiative to contact us, and by the time the bidding was finally signed, more than 70 institutions had found Xinfadi." ”
The fierce competition can be seen.
The reason why it is difficult to do business is to come to the pain point of the fresh e-commerce industry. Agricultural and sideline products are related to people's livelihood, their own profit margins are small, and gross profits are generally more than ten points. And agricultural and sideline products are mostly non-standard products, and there are high requirements for logistics and transportation.
MCN institutions must not only make the content traffic very large, but also to operate the follow-up e-commerce business well, which is self-evidently challenging.
Another mcN agency head also expressed the same view to Xiong Chumo, "The company will focus on creating a number of new accounts every year, and this year it is mainly in the three fields of fitness, health and funny." Compared with the previous two years, it is difficult for short video platforms to produce geometric explosive growth in traffic. From the perspective of monetization, the use of short videos to divert e-commerce, in addition to the health market is better to do, the other two areas of commodity profits are very transparent, very low. ”
Finally, from the perspective of the platform, what is needed in the field of three rural areas is long-termism, not a temporary speculation.
In the inner volume of the open and dark struggle, out of a series of strategic goals such as the competition for creators, user increment, etc., various traffic tilts and commission green channels on the platform have been put in place. However, when competition returns to normal and development tends to be stable, how determined the platform is to continue the support policies for the content of the three rural areas, there is still a question mark.
Therefore, after Li Ziqi, the platform, MCN, and users all need more "Li Ziqi", but how long can the creators of Sannong and Sannong content be hot, and the answer is still floating in the wind.