Wen|Wang Xin
Editor|asked
Douyin and Kuaishou are two short video platforms in the mix, frequently in content e-commerce, Channels take advantage of the rise of WeChat ecology, Xiaohongshu also raised short videos to the first level entrance of the homepage at the beginning of this year, Taobao and Jingdong two traditional e-commerce platforms also began to make efforts on short videos.
Short video has become an indispensable tool for every platform, and the entire Internet ecology is also transitioning to short video. According to the 2022 China Mobile Internet Annual Report by data service provider QuestMobile, short video is already the application with the highest proportion of user time, accounting for 28.5% of total user time, while instant messaging has dropped to 20.7%.
In the field of short videos of melee, Pinduoduo has become a muffled dark horse. According to 36Kr, the number of daily active users of Pinduoduo's short video business Duoduo Video exceeded 150 million in early 2023 and is currently stable at 1-120 million.
In 2020, Pinduoduo entered the short video track, but it was not until February 2022 that Duoduo Video was fully launched and had its own homepage-level entrance. In 2022, Pinduoduo will also take out nearly 1 billion yuan in subsidies to nourish its short video ecology.
The starting point of the short video of "killing time" is traffic, and the end of the traffic is monetization, and Duoduo Video has attracted traffic with cash, and has also attracted countless "wool parties" with rewards. They started video delivery on Pinduoduo, and wanted to take advantage of the traffic dividend period of Duoduo Video to achieve monetization.
"In 2022, when the most people enter the game, people who do side jobs around are doing more videos, and there are a bunch of tutorials and courses sold online." Chunchun, a Duoduo video player, told "E-commerce Online" that in the second quarter of 2022, when Duoduo Video subsidies are the most, almost all side business groups are promoting Duoduo Video Money-making Project, and everyone is ready to go to a wave of wool.
January 2022, an introductory video from a side blogger
Low threshold, small competition, traffic dividend period can "wool", is the reason for many side players to target Duoduo Video, but when Duoduo Video announced that the daily activity exceeded 150 million, many people had already begun to leave the market, "Now it is not as good as before, and I have begun to catch non-original, and I still need to complete video tasks every month to get commissions, which is much more difficult than before."
Duoduo Video tells an enticing story with traffic, and a large number of "wool parties" quickly enrich the content ecology of Duoduo Video, but the pseudo-original videos carried away are difficult to become content barriers, and when the initial dividends of the platform are not there, Duoduo Video gradually begins to build a new order. The "wool party" has no resources, and slowly turns, or deepens the platform and begins to refine the operation, or leaves the market to find the next traffic outlet.
Take away the wool of the video of Duoduo
From January to early February 2022, many side hustle communities and training circles have appeared to make money from videos.
Many side bloggers have said that Duoduo Video is now in the barbaric growth stage, it is a good time to enter the game, the threshold is low, the operation is simple, and the realization is fast, and a large number of porters of the wool platform have entered Duoduo Video, wanting to make a wave of wool.
Chunchun, a Duoduo video player, told "E-commerce Online" that she previously spent 199 yuan to add a side hustle training group, and since January 2022, the group owner has encouraged everyone to do Duoduo Video, and she also entered the game at that time, for a simple reason:
1. The official requirement for videos has a low threshold, does not require the number of fans, and one person can have multiple accounts. Chunchun said that there is no threshold for bringing goods in the early days of Duoduo Video, and it does not require the number of fans, nor does it require original content, "Douyin Kuaishou had 1,000 fans at that time, and I also did Taobao shopping, at that time, if you want to bring goods, you also need to publish 5 original content first, many of these platforms also need real-name authentication, and there can only be a few accounts, but Duoduo Video can send videos at the beginning, and does not require the number of fans, and can also be done by several accounts, which is the lowest threshold." ”
Enter the personal homepage of Duoduo Video to publish a video platform with goods
2. In the traffic dividend period. In the description of bloggers who initially promoted Duoduo Video, the term "bonus period" was mentioned, and they repeatedly said that Duoduo Video is not done by many people now, and Pinduoduo itself has 800 million user traffic, which has a first-mover advantage in entering the game. At the same time, as long as the buyer confirms that the receipt has passed 7 days without reason to return and exchange the goods, he can get a commission, and the whole cycle is about 20 days.
3. Not high requirements for originality. Many side bloggers have mentioned "brainless handling, easy to get started" when recommending Duoduo Video, Duoduo Video does not have high requirements for videos in the early stage, Chunchun only needs to go to other platforms to download some delivery videos, and then transport them to Pinduoduo, "In Douyin Kuaishou these platforms to do the handling video, you also need to dub your own title, or re-dub, but in the early stage, do more Duoduo video as long as you remove the watermark, remove the title, draw frames in the middle, add a few transitions, you can pass the review."
Low threshold, bonus period and simple operation, attracting a large number of players who want to fleece the platform to enter, Chunchun is in the paid side business group has more than 300 people, last year more than half of the people are doing more videos, the "battle results" are good, from time to time there are people in the group to share how much money they have earned, some people do more than 20 accounts in one go, some people have broken 100,000 video views, and some people have exploded more than 1,000 orders...
In the side hustle group, everyone discussed a lot of videos
During this period, Duoduo videos grew wildly, and the review of originality was not strict. The "Chop Pepper TMT" report mentioned that in 2022, a short video of former CCTV host Wang Xiaoqian appeared in Duoduo Video, and Wang Xiaoqian's team said that it did not settle in Duoduo Video.
Another player, Da Liu, also said that the early review of Duoduo video is not strict, he made 7 accounts in one go, each account can publish 10 carried videos every day, there are two accounts with good traffic, the most one video commission is more than 1,000 yuan, "7 numbers as long as one is up are profitable, each account uploads the same video, only need to occasionally check whether there is a problem with the video delivery link, will it be removed, and the rest do not need to operate."
In the hot atmosphere, in April and May 2022, many side business communities and training circle bloggers began to sell courses under the banner of "more than 10,000 videos, monthly income of more than 10,000", providing services such as explosive tasks, pseudo-original handling tutorials, editing tutorials and explosive selection, the price of courses can be sold up to 980 yuan, and some people sell "material libraries" for Duoduo video players looking for videos with goods, download short videos from other platforms for package sale, 99 yuan, 199 yuan or even 299 yuan a month, Provide weekly delivery materials, which can complete the creation of content transportation faster.
The wool party, "anti-weed" by Pinduoduo
When the Duoduo Video money-making project is on fire, it is also the time when Duoduo Video subsidizes users the most.
36Kr reported that the user subsidy amount of Duoduo Video in 2022 will be nearly 1 billion yuan, of which the highest subsidy amount in the second quarter is 3-400 million yuan, and the DAU (daily active users) of Duoduo Video has also increased from 100 million in the first quarter to 120 million.
From the end of 2022 to the beginning of this year, many players announced their withdrawal
Duoduo Video has gradually built its own content ecology, but many "wool parties" have said that they have "abandoned their numbers and withdrawn".
Some players said that Duoduo Video has passed the early traffic growth period, the rules of the platform are gradually maturing, in the next stage of refined operation, the platform needs original high-quality authors, improve the content ecology, rather than let the content homogenization of the "wool party", "At this stage, Duoduo Video began to retire these wool parties".
In Chunchun's view, the main reason for everyone to leave is that the threshold has risen: "New rules were introduced in April last year, and Duoduo video has a threshold, or it is necessary to obtain the certification of original talents on other platforms, and you can always bring goods to a certain level, or you need to complete 50 effective explosive product tasks every month, and pass the review of Duoduo Video, and you can only be eligible to bring goods next month to get commissions." ”
In Da Liu's view, this wave of operations of Duoduo Video is more like regurgitating them, "First do 50 explosive short video tasks without income, and then we can do the goods, and those of us who want to fight Duoduo wool are anti-welcoming." ”
The background of the expert shows that you need to complete the task to have the permission to bring goods
The 50 popular product missions affect the rules of the permission to bring goods, which makes many players more stressed.
Reiko, who has done too many videos, said that she gave up Duoduo Videos because the uncertainty was a little big: "Before I carried more than 90 videos a month, I could update more than 90 videos every month, and I could check them regularly, without effort, but after the explosive task came out, I needed to keep an eye on whether the task was completed, and if I didn't complete the task, I didn't have the permission to bring goods, and I couldn't get a penny of commission, which was a job for nothing." ”
Da Liu and Chunchun both felt the overall decline in video traffic around October last year, on the one hand, there were more players on the platform, on the other hand, almost all of their videos were carried, which was easily judged by the platform to be unoriginal and removed, and also felt that the account was throttled.
"Duoduo also began to watch the original, videos that are too homogeneous will be taken down, before a video can be uploaded again every few days, but now it is not possible, the handling also depends on luck, some have to do the title or re-dub like Douyin Kuaishou." The video material library that Da Liu shared in the community is now difficult to review, and he feels that the material may have been used by other people in Duoduo Video, so it was cleaned up by the platform.
Looking for the next "Toto Video"
Through the "scattering coins" subsidy, the platform can obtain a large amount of content supply in the early stage, but if people want to stay on the platform to watch and shop for a while, high-quality content is the core link of short videos.
Chunchun had also used Taobao to shop before, and it was profitable when the platform mechanism was not perfect, but with the improvement of the platform's rules, the introduction of external high-quality experts and the encouragement of merchants to make their own content, the "wool party" who purely carried videos gradually withdrew.
Taobao shopping, from a no-threshold side hustle hot to a demining side hustle
After completing the pursuit of quantity at the beginning of the period, the content platform will gradually reduce subsidies and improve the rules, and begin to further screen players to seek original high-quality content. The "wool party" that carries videos is difficult to become a content barrier for many videos, and Pinduoduo needs more high-quality content, and replacing a group of players is the only way.
A part of the "wool party" began to operate in the refinement of Duoduo video.
First, start "original". Some "wool parties" take the initiative to buy goods, and integrate real-shot unboxing pictures into short videos to increase the proportion of originality;
Second, batch numbering. The powerful "wool party" began to start in large quantities, making dozens or even hundreds of accounts in one go. A player revealed to "E-commerce Online" that he has more than 150 accounts that can bring goods, and now there is a commission of 150,000 yuan in Duoduo Video.
Then, find a little expert to do the authorized porting. This is also the choice of some studios "wool party", some training circle bloggers have also issued related tutorials, they will even disguise themselves as the official identity of Pinduoduo to go to various platforms to find small Internet celebrities to "authorize", or to find small Internet celebrities who have stolen videos, saying that they can help them "protect their rights".
"Duoduo business operation" on Douyin that is difficult to distinguish between true and false
As long as you set the avatar to Pinduoduo, change the account to "duoduo + number", and change the location to Shanghai, and then go to talk about cooperation with small Internet celebrities, once the small Internet celebrities are willing to authorize or settle in, you can further sign a contract to agree on the share, use the identity of small Internet celebrities to obtain the certification of Duoduo Video, directly carry their videos, and obtain the support and bonuses of the platform.
In addition to the above conventional means, some "wool parties" will also seek cooperation with Pinduoduo merchants: Pinduoduo merchants bring links to goods to the "wool party" and agree on commissions, and "wool parties" use short videos to bring goods to help merchants increase traffic exposure.
A studio player is looking for Pinduoduo merchants to work with
But most "wool parties" still give up on Duoduo video and look for the next traffic outlet.
Chunchun's side business group has rarely mentioned Duoduo Video, everyone has set their sights on Xiaohongshu store opening and short drama projects, and also did Jingdong short video goods, "Jingdong can now also do short video goods handling, although the traffic is not large, but the competitive pressure is small." Jingdong video review is relatively strict, but some people say that they have figured out how to pass the Jingdong review, and then I will buy classes to try when there is traffic."
For most of the "wool parties" chasing traffic outlets, they "do not produce videos, just video porters", do not pursue in content, when a platform rules are perfect and cannot make money, they will look for the next platform in the traffic outlet.
Chunchun and Da Liu have already started a short drama project, and Da Liu also sells many video tutorials, "Earn a poor information, a tutorial can be sold in the name of 'side business monthly income of tens of thousands', which is more worry-free and labor-saving than carrying videos." ”
The Internet outlet is changing rapidly, when the platform supervision is gradually strict, the "wool party" has to face replacement, just like Chunchun, who started the short drama project and Da Liu, who sells classes, these players who inhabit the rules of the platform, where the wind outlet, they will appear.