Nowadays, finding a topic is quite tangled.
The point of the entanglement is that if you write a "serious", there are only a limited number of people who read it seriously.
Write an improper, and a little bit of hard blog traffic.
Later, I found out that it was not only me who was entangled, but also a well-known app with 450 million users.
How to say, that is, this well-known app actually brings together big coffee stars and heavyweight head opinion leaders. However, he has also been reported for "involving pornography" many times.
News (news) about "color" has always been the traffic password in the traffic era.
I thought about it, isn't it also for serious people (platforms) to do unorthodox things in order to tightly grasp the "traffic password"?
01
"Locked" chat
This well-known App, which was also exposed by netizens to be involved in pornography, is the first audio platform in China - Dragonfly FM.
Prior to this, the dragonfly FM "involved in yellow" has been exposed many times.
In June 2018, Dragonfly FM was interviewed by the national "anti-pornography" office.
In 2020, some netizens complained that Dragonfly FM appeared some program titles with obvious sexual innuendo and sexual provocation.
Netizens said that these titles are easy to make people think.
How easy it is to make associations - "Medical Love: Wife Please Be Reserved", "Flirting and Decompressing Double Egg Massage", "Spending the Night with My Rented Girlfriend"...
●Source: Odd and Even Studio
And, although it is an audio platform, there should be a lot of "visual stimulation" pictures.
The recommended pictures of most shows are sexy beauties dressed in revealing clothes, and the scale is so large that people suspect that they are on the wrong set.
●Source: Odd and Even Studio
In the comment area, netizens are quite popular, and messages such as "so yellow" and "so astringent" can be seen everywhere.
●Source: Odd and Even Studio
This time it was revealed that "pornography" was discovered by netizens that in the process of interacting with listeners on the platform, some anchors mentioned pornographic code words such as "TC and KY".
Even chat rooms have to be "locked".
According to "undercover", there was a sexually suggestive sound in the "locked" live broadcast room.
●Source: Odd and Even Studio
In the barrage of netizens brushing wildly, indecent comments such as "put up your pants" also appeared from time to time.
Moreover, there are many "locked" live broadcast rooms like this in the Dragonfly FM platform column.
Fancy titles such as "sweet royal girlfriend, Jane Eyre goddess, gossip girlfriend", plus sultry titles and pictures, the traffic comes naturally.
●Source: New Yellow River
For the revelation of netizens, the reply given by the official customer service of Dragonfly FM is: it will feedback the live broadcast review and verification, and if there is pornography-related behavior, it will be banned.
●Source: New Yellow River
However, it is difficult to determine how long it will take from verification to ban, or whether it will actually be banned.
After all, whether it was before, Dragonfly FM said that it would establish a sensitive thesaurus to screen and inventory the "pornography" titles.
He has also been punished by regulatory authorities many times for "allegedly providing Internet publishing content that endangers social morality".
The "yellow involved" of Dragonfly FM is still repeatedly banned.
02
Traffic anxiety
Modern people's life is really a bit eye-catching.
Brush up on a short video, stay up late to chase a drama, and have to read novels... As a result, the less eye-catching audio track poured in more and more players.
Among these players, Dragonfly FM is the "first to eat crabs".
As the first online audio platform in China, Dragonfly FM was the first to enter the game as early as 2011. No one before explored the way, resolutely pulled out all the chips, all in bet momentum is unmatched.
●Source: Dragonfly FM Weibo
At that time, coinciding with the replacement of traditional mobile phones, the carrier of audio changed from car listening to Internet online, and the popularity of smart phones infinitely amplified the characteristics of audio accompaniment and fragmentation.
Fragmented time such as commuting, taking a nap, taking a bath and brushing teeth have become a mandatory time for users to open audio apps.
If the boom in short videos proves that fragmented time can bring good business, then the rise of the audio industry also stems from this factor.
At the beginning of its launch, Dragonfly FM quickly exceeded 10 million users by virtue of the scarcity of the track and the novelty of the industry.
●Source: Dragonfly FM Weibo
In 2015, Dragonfly FM proposed the PUGC strategy for the first time in the industry, and invited KOLs with professional achievements in the fields of current affairs and military, finance and business, humanities and history to settle in.
After relying on the head IP to obtain traffic and tilting the focus of development to professional content, Dragonfly FM has obtained more monetization opportunities through content payment.
However, the "first to eat crab" Dragonfly FM failed to become the most outstanding one on the track.
On the one hand, the financing of more than 1 billion yuan in 2017 still did not close the profit gap, and the net loss that year reached 173 million yuan, gradually losing the favor of capital, and the internal high-level of the platform continued to shake.
●Source: Dragonfly FM Weibo
On the other hand, new competitors are rising rapidly.
Since 2016, the "first year of content payment", major content platforms such as Zhihu live, Kuaishou paid content plaza and B station "listening to video" have successively started the idea of content payment.
Compete against powerful content offensives and divide the dividends of the audio track.
The dragonfly FM, which has obvious shortcomings, did not make up for this piece until it was favored by Xiaomi and Chinese Online in 2020 and 2021.
Today, Himalaya, Litchi FM and Dragonfly FM form a three-pronged online audio track, with 67.1% of the market share monopolized by Himalaya.
Therefore, behind the shared market share of less than 20% of the market share between Dragonfly FM and Litchi FM is conceivable traffic anxiety.
And the "edge" of the dark poke can really alleviate this anxiety?
03
Break through the ceiling
When it comes to audio edges, ASMR has to be mentioned.
The literal translation of the so-called ASMR Chinese is "spontaneous perceptual meridian response".
It is more commonly said that various analog sound effects produce a comfortable feeling, relieve mental stress, and can also help insomnia patients fall asleep.
When ASMR was first introduced into China, netizens were very curious - it turned out that the sound could still be played like this.
●Source: Odd and Even Studio
It also brought fire to a "serious" profession: ASMR anchor.
At the beginning, the meaning of the existence of ASMR anchors is indeed "healing", helping users relax, sleep aid and so on.
However, as an emerging industry, it is inevitable that there will be anchors who are "unwilling to be lonely" while walking, and there is no lower limit in order to attract traffic to win attention.
Slowly, ASMR, which was played badly, gradually hooked up with "soft pornography".
●Source: Odd and Even Studio
In the past few years, after the rectification of relevant departments, major platforms have basically blocked ASMR content.
But until now, there are still many similar live broadcast "tricks" quietly emerging on major platforms. The ultimate goal is also for traffic.
Perhaps, for some new platforms that want to "survive", "brushing the edges" is a shortcut to get traffic.
However, for Dragonfly FM, which has up to 100 million monthly active users, "wading yellow" should not be a password to grab traffic.
●Source: Dragonfly FM Weibo
Once, in the face of capital not loving and the crazy expansion of other platforms, Dragonfly FM tried to find new scenes and new spaces to get out of the predicament.
It has successively cooperated with hardware manufacturers such as Huawei, Xiaomi, and OPPO to operate a full-scenario ecological strategy, and also cooperated with Baidu to strengthen the in-vehicle scenarios of products with Apollo smart cars.
With the acceleration of the 5G era, audio content will penetrate into more scenarios, which also opens up more imagination space for sound services. The competitive logic of the mobile Internet has changed.
Blindly pursuing traffic and emphasizing monetization has been unable to break through the ceiling of the industry.
●Source: Dragonfly FM Weibo
Therefore, through audio content drive, the advantages of the whole scene ecological level can be complemented, and a new audiovisual integration development can be finally achieved.
Simply put, building an interesting and orderly platform with users and content producers is the "antidote" to get rid of traffic anxiety.
Dragonfly FM's Slogan is "More World, with Listening".
In fact, an audio platform can cover culture, finance, technology, music, audiobooks and other types of content thoroughly, user stickiness will naturally have.
●Source: Dragonfly FM Weibo
If one day, when netizens mention high-quality audio IP, the first thing that comes to mind is Dragonfly FM, it can be regarded as really tightening the "traffic password".
The warriors in Mr. Lu Xun's mouth must not only have the courage to dare to be the first, but also have the vision of judging the hour and sizing up the situation.
Dragonfly FM, which recently received new financing, should jump out of traffic anxiety and "be a warrior".
Although "involving pornography" has not reached the level of common indignation of people and gods, it has also lowered the platform's pressing qualifications, which is really worth the loss.