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The content community has been working hard for nearly a year, and the dewu community is determined to make a big video.
"At present, the number of video releases by users has increased by more than 6 times, and the time users watch videos has accounted for 70% of the overall use time."
Last week, Xianbei, head of community operations, introduced us to this set of latest data. At present, whether it is the number of video releases or the length of time users watch, the video consumption of the goods has shown an increasing trend.
Based on user data and market research, on March 23, Dewu hit the iron while it was hot and launched the "video number" function to encourage more video creators to join with cash incentives and traffic support.
Under the background of increasingly fierce competition in short videos, what are the differences in the video number function of the online product? In the past year, what results have been achieved in the frequent efforts of community content? What new opportunities will the future provide for content creators?
With these questions in mind, the editorial department of the new list chatted with Xianbei and the senior bloggers and head MCNs who settled in the property.
Flow exposure + cash incentives
What does the de facto video number bring to the creator?
Open the home page of the thing, almost every screen will appear 1-2 periods of video content, video sub-channels are also located in the first place of all sub-channels, it can be seen that the "video content" is not low.
Before the launch of the video number function, many users have created content in the form of videos, and they not only share the sneaker culture of the advantages of the thing, but also wear, beauty, and fashion play are also the main areas.
Based on the activity of the video content in the station, dewu chose to take it as the focus of development at this stage.
According to Xianbei, the Dewu video number project took 3-4 months from preparation to launch, during which he conducted user interviews and research with the team, and found that many creators have learned about and joined the Dewu community in the past six months to one year. Therefore, the dewu video number has set a lower entry threshold, hoping to help more small and medium-sized creators grow rapidly.
How to settle in the video number
After joining the Dewu video number, the creator automatically opens the video incentive, publishes the video can get the cash incentive of the platform, and after becoming a high-quality video content creator, he can also get 5,000 video traffic coupons per week. At the same time, it also includes five rights and interests: newcomer package, video butler, review acceleration, brand cooperation, and operation guidance.
After 5 and a half years of settlement, the sneaker blogger "Yunshuo Shoes", which has 15.33 million fans, has also recently opened a video number function to obtain dual support from traffic and cash.
"If my video is rated as high-quality content, it can reach at least 100,000 views, and after each video is released two to three days later, most of them will also receive corresponding cash incentives, and it is estimated that the incentive income on the video content can easily exceed 10,000 yuan in a month." He simply estimated the benefits of the video number.
As early as September 2017, "Yunshuo Shoes" has tried to transform to video, sharing various sneaker science and behind-the-scenes stories. But because he is in Australia, the turtle speed problem of cross-border servers uploading videos has always plagued him. Until the beginning of this year, he found that it only took him about 10 minutes to upload a video, which greatly increased his enthusiasm for creating videos.
Based on the support of the video number, he converted the content of the latest issue of the "One Shoe a Day, One Story" series from graphics to video forms, which is convenient for showing more details of sneakers.
According to the observation of "Yun Shuo Said Shoes", the user likes to explain the targeted, short and concise sneakers, and he takes the sneaker culture as the main starting point to tell the story behind the sneakers in concise language, "such as why this pair of sneakers is this color, what meaning does the embroidery of the heel represent, and whether the tongue logo has exclusivity."
Not only bloggers, MCN also pays attention to the development potential of the video number function, hoping to take this opportunity to help its bloggers attract young user groups.
In December last year, Dayu and more than 50 bloggers signed by its subsidiaries settled in. Pearl, public relations director of dayu brand, said that due to the short time of settling in, it is still in the stage of laying the foundation, but they are encouraging their bloggers to publish video content, "from the perspective of the development of the entire content industry, the video trend has been very obvious, and the commercial quotation of video will be higher than that of graphics."
One of the bloggers signed by Dayu, "Fu Yu Yu", shares various beauty content in the form of videos. In February, she released a popular video that ranked 44th on the devotion video hot list.
From content diversity to commercial exposure
The evolutionary history of the culture of the Dewu community
The governance and development of the content community is a long-term process, and the video number function is only one of the stops.
In April 2021, Dewu carried out strict governance of illegal community content such as vulgar plagiarism and porting accounts, and released more traffic to high-quality content. Xianbei said that at this stage, the content types of obtained things are more diversified, and the consumption scale of sneakers and wear categories has reached more than 50%. Next, devotion will focus on two new categories of emotion and fitness.
Content diversification is also reflected in the hot list of dewu videos, ranking top 10 video content, not only has sneakers, basketball-related main force in the station, fitness, pan-life and other types are also very active.
Fitness blogger "Deng Zi Hang Jason" shares an average of 1-2 of his fitness activities in Dewu every week, and guides novices on how to properly exercise in the form of videos. In January this year, when the epidemic occurred in many parts of the country, he shared a home training plan that novices can practice according to the video. As of now, he has 1.23 million fans.
In addition to the governance of the site and the creation of a high-quality content environment, Dewu also actively creates a high-quality offline communication scene for creators.
In November 2021, Dewu held a themed event in Shanghai called "Dewu All-Star Day", which brought together many community creators. At the event site, Dewu announced the "Trend Home Plan", announcing that it will invest 320 million cash, 20 billion flows and 11 special policies to support creators to build more diversified and rich content.
The scene of the All-Star Day event
When more high-quality content creators join the community, how to let them get more commercial exposure is related to the win-win situation between creators and platforms.
In April last year, the Dewu community launched the "Brand Cooperation Dynamic Reporting" function and announced the "Brand Cooperation Dynamic Specification", requiring creators to report when publishing brand cooperation dynamics. Subsequently, in July, the Gravity Platform was officially launched, providing a more convenient cooperation channel for creators and brand merchants.
Xianbei revealed that the current monthly business orders of the Gravity Platform have increased by two to three times compared with the early days of the launch, "We hope that more and more creators will have their main income from the object in the future."
Based on the diversified content types and the accurate user positioning of trend enthusiasts, many emerging brands choose to carry out product promotion and blogger delivery in Dewu to help them obtain more accurate marketing effects and achieve rapid growth, and the sportswear brand of the same name founded by dewu sneaker bloggerS is one of them.
It has been observed that there are 13,000 dynamically marked UZIS brands in the station, involving popular items including trousers and basketball socks. High-quality content dissemination, combined with the e-commerce transaction service of the goods, brings intuitive sales to the UZIS brand. As of now, the number of payments for the bullfighting PRO series basketball socks of the UZIS brand has exceeded 11,000.
At the same time, Dewu is also recruiting more high-quality MCNs to enter the market and open up trend tracks together.
In August 2021, Dewu launched the "Video MCN Incentive Plan", which provides dual traffic incentives for MCN and its talents, as well as a rich commercial monetization model including video subsidies, grass planting commissions, live streaming with goods commissions, live broadcast contracts, etc. Up to now, Dewu has reached different degrees of cooperation with more than 130 MCNs.
In the list of beauty MCN institutions released by Dewu in March, head MCNs such as Dayu, Zhiqu, and OST Media have appeared. When more MCNs move in with their bloggers, a positive cycle of content will be formed.
Pearl proposed that BEFORE MCN entered, it can first consider whether the type of contracted bloggers under it matches the things obtained, "Each MCN is good at different areas, such as Dayu's advantage category lies in beauty and fashion, so it is preferential to introduce its beauty bloggers to the goods." At the same time, we have also noticed that there are many male users of Dewu and are inviting the trendy male bloggers who have signed up under its contract to settle in. ”
In addition, Xianbei said that dewu will also launch a management background for MCN to use in the near future, which is convenient for batch management of its signed bloggers.
Get a video of the community determined
Content communities and trendy e-commerce have always been the two core businesses of Dewu. In the past year, the community has made frequent efforts in content governance, to MCN invitations, and then to all-star day invitations to creators.
Nowadays, the online video number function and the introduction of double support for traffic and cash to creators are equivalent to opening up a new content track and providing more new possibilities for creators. When more and more diversified content blossoms in the ground, there will be more young creators to join this fertile land.
Compared with other platforms that have built a mature video content ecology, Xianbei admits that the action of dewu in the video field is not too early, but it has strengthened the determination of the platform to support the creators of video numbers, "In view of the common pain points of video content creators today, we want to use support policies such as traffic exposure and business single cooperation to help them grow more quickly."
Taking the recently launched "Video Creators Spring Program" as an example, Dewu gives additional rewards to high-quality creators with no threshold coupons and provides creators with high-quality cover templates, which has accumulated 82,000 pieces of content so far.
Xianbei said that according to the characteristics of different seasons, dewu will launch corresponding theme activities in the user creation center to guide creators to participate in them.
For participating in official popular activities and obtaining traffic exposure, "Yun Shuo Said Shoes" feels in agreement: "Even if I am an account with tens of millions of fans, if I hang a hot topic, the amount of content read will be different from usual, indicating that the content recommendation of the platform is relatively fair, and will not only expose me because I have many fans."
The launch of the dewu video number is an opportunity for fair competition for tens of millions of fans of the head blogger or fledgling novice creators.
Next, "Yunshuo Shoes" will try more video content on the basis of weekly stability. He has a wish, he wants to go outdoors to visit local sneaker lovers in Australia through the form of street video, so that more users can understand the story behind them and sneakers. Previously, he had already created an issue of content, and the fans responded well.
In addition to a series of official support actions, accurate user portraits have also created new opportunities for content practitioners.
As Internet traffic becomes more expensive, it is particularly important to find the right users for you. Xianbei mentioned that at this stage, the product has almost gathered a group of young users with the strongest consumption power in China, and with the help of the e-commerce function of the thing, the combination of the two will form a positive closed loop from content to transaction.
In this regard, Pearl is also optimistic about this: "In the epidemic environment, people may use mobile phones more frequently, and those Z generations that have attracted much attention will be more interested in the trendy and interesting content in the community." ”
Based on the trust and expectations of many players, in the future Internet, it remains to be seen whether video bloggers with unique characteristics will occupy a place.