One account, one month, content incentive income up to 30,000 yuan.
Meituan Video announced the latest creative incentive plan "Chunming Plan", spending a lot of money and smashing short videos.
As a latecomer to the short video track, Meituan has been rushing all the way since it began to develop short videos in 2023, and officially launched the first-level entrance of "video" in October last year.
While improving the short video function, in November 2023, Meituan launched the first phase of the creation incentive plan "Warm Winter Plan", which uses entry bonuses and Wanbo shares to attract high-quality accounts to settle in.
The editorial department of Xinbang observed that so far, many creators have opened accounts on Meituan Video. For example, the "Changsha Family", which has more than 10 million fans on the whole network, has released hundreds of videos on Meituan Video, and the number of fans currently exceeds 200,000.
Some of these accounts have received a good share of the content. MCN agency Fengchao Culture revealed that its account "Liang Fangfang" during the "Warm Winter Plan", the traffic income alone has exceeded 5,000 yuan a month.
It is understood that the "Spring Ming Plan" just launched by Meituan is an upgrade on the basis of the "Warm Winter Plan", which lowers the recruitment threshold and makes all-round upgrades in bonuses and traffic support.
Some peers said that the "Chunming Plan" lowered the threshold for receiving traffic bonuses, so the income from traffic bonuses became more considerable.
What other signals does the newly launched "Chunming Project" release? What kind of content creators are good? Is Meituan Video, which is constantly moving, worth the creator to enter the game?
The highest monthly income is 30,000 yuan,
Can you make money by posting videos in Meituan?
In the past year, Meituan Video has gone through multiple rounds of feature iterations.
From October 2023, "video" will be officially placed in the center of the tab bar on the homepage of the App and obtain a first-level traffic entrance. Subsequently, Meituan continued to enrich its video content, adding two channels, local and theater, the former is the local life track that Meituan is good at, and the latter is the most popular short drama content at the moment.
Now click on "Video", you can see that there are four major columns: Attention, Local, Theater and Recommendation, all of which are presented in the form of a feed stream that slides up and down. "Local" videos are all associated with the relevant physical store, and viewers can directly enter the Meituan page of the store through the video to view ratings, group purchases, etc.
After the infrastructure was built, Meituan Video handed an olive branch to creators and MCN organizations, and the "Warm Winter Plan" fired the first shot.
The account "Hanhan Qiuxiang" under the MCN agency Fengchao Culture received 3,000 yuan in the first month of entering Meituan Video, and the "Warm Winter Plan" earned more than 10,000 yuan in less than 3 months.
In addition to the entry bonus and traffic sharing, Meituan Video also superimposed contribution activities, MCN agency media boss culture from Shanxi is one of the early institutions to settle in, its account has participated in the Spring Festival contribution activities, and a single piece of content will get a hit bonus of 4000 yuan.
However, the mechanism of the "Warm Winter Plan" is that Meituan Video invites high-quality creators and institutions to settle in, which is not open to everyone, while the newly launched "Spring Ming Plan" opens all creators to sign up and expands the scope of the audience.
Judging from the rules, as long as the number of fans of the account on a single platform ≥ 100,000, you can sign up for the "Spring Ming Plan".
Potential new accounts will also have the opportunity to participate in the incentive program. Meituan Video is also recruiting MCN institutions to cooperate and jointly incubate accounts, and both institutions and accounts will have guaranteed bonuses and traffic bonuses.
In terms of the amount of sharing, the "Chunming Plan" has also come up with a bigger plan.
According to reports, as long as the content released for two consecutive months meets the standard, the number ≥ 60-80, and the total number of content released in the first month ≥ 20, the account can get a guarantee and traffic bonus.
What kind of content is "up to standard"? The Chunming Project has also announced the quality standards for content that meets the standards, from account operation specifications to content quality.
Meituan Video's content specification requirements
In terms of the specific incentive amount, Meituan Video divides the settled accounts into 3 levels, from L3 to L5, according to the number of off-site fans, and formulates corresponding incentive rules for different levels.
In addition, Meituan said that it would give priority to the "Chunming Plan" creators' 100 million-level traffic exposure, and the calculation mechanism of traffic income has also changed.
The person in charge of Fengchao Culture revealed that it was previously calculated according to the effective playback of a single video exceeding 10,000, and the "Chunming Plan" was optimized to calculate the number of single videos exceeding 1,000 and the first 10 effective video playbacks exceeding 10,000 per day, and the income of each traffic could reach up to 500 yuan.
According to this calculation, an account with a level of L5 has a chance to get a maximum of 30,000 yuan a month.
At the same time, the settled institutions also have additional subsidies for attracting new users, as long as the number of accounts that can complete the incentive tasks meets the requirements, they can get a monthly income ranging from 8,000 yuan to 500,000 yuan.
It is reported that the platform has once again upgraded the incentive for attracting new users after the "Chunming Plan", and the original monthly subsidy for attracting new users can be up to 18,000 yuan, but after the upgrade, the incentive stalls of 30,000, 100,000, 200,000 and 500,000 have been added.
Left-handed local, right-handed skit,
Where is the blue ocean of Meituan Video's content?
"The threshold is low, the bonuses are high, and it is more attractive to creators. This is the feedback of some practitioners on Meituan Video's "Spring Singing Project".
Beike Video is one of the first institutions to test the waters of Meituan Video, and also helps other MCN organizations to do agency operations. Liu Fei, the head of the agency, told the editorial department of Xinbang that last year's Meituan Video was a wait-and-see experience, and this year's "Chunming Plan" saw the determination and opportunities of the platform, and planned to increase operational investment, "We will start to do it on a large scale from this month, and set up a special team and project team."
Liu Fei is very confident in Meituan's traffic pool. Questmobile shows that Meituan has more than 530 million monthly active users, which is a blue ocean of content to be tapped at a time when the traffic of major content platforms is close to the ceiling.
The editorial department of Xinbang observed that in the Meituan video recommendation information stream, the vast majority of videos have thousands of likes, many of which have exceeded 10,000 likes, and some have reached 40,000 or 50,000.
"There are great opportunities for content associated with the platform's in-depth tags, such as local lifestyle content and creators, including store visits and cultural tourism," Liu Fei pointed out.
As the head platform of local life, Meituan's users have mature minds and have accumulated a large number of merchant resources, and they have inherent advantages in making local life content.
Meituan Video is also focusing on local content and giving support to creators, while the "Spring Ming Plan" has also specially added cooperation incentives for political media, cultural tourism, etc., to help local information, scenic spot recommendations, transportation releases and other information reach users faster, and will explore in-depth gameplay such as live cloud tourism and scenic spots in the future.
In addition to local life, another vertical category that Meituan Video focuses on supporting is pan-entertainment, including film and television variety, celebrities, etc.
In March this year, Meituan Video added short drama content, and users can directly watch a large number of popular short dramas, and the accounts of short drama head MCN institutions such as Gumai Jiahe and Malt Media have been settled in batches.
MCN's short drama account of Gumai Jiahe settled in Meituan Video
There is no doubt that short dramas are one of the hottest verticals in the current content track. According to iiMedia Consulting data, the domestic micro-short drama market size will be 368 million in 2021, and two years later by 2023, the market size will skyrocket to 37.39 billion, and it is expected to exceed 50 billion this year, which will reach 70% of the film market.
From a platform perspective, Meituan Video needs a piece of content to quickly grab users' attention, and short dramas are one of the best choices. According to the "Research Report on the Development of Online Audiovisual in China (2023)", more than half of short video users have watched micro-short dramas, and the proportion of users aged 19 and below who have watched micro-short dramas is as high as 57.9%.
With the left hand working locally, and the right hand serving short dramas, Meituan Video has pointed out a clear direction for creators to exert content.
Meituan Video, is it worth entering?
In the public's impression, Meituan is a local life app, and its application attributes are much higher than its content attributes. However, Meituan, which lacks content genes, is a new opportunity for creators.
The huge traffic pool is a blue ocean of content, and the traffic support and incentive sharing given by the platform also bring income security.
Moreover, Meituan's platform business closed-loop is very mature, with more than 13 million cooperative merchants, and the user's consumption mentality has been cultivated, and the path to monetization of content in the later stage of the account is basically clear. The commercialization prospect can also be seen from Meituan Live, which exceeded 2 billion yuan in October last year.
Basically, all mainstream Internet platforms, whether they are doing e-commerce or group buying, have laid out short videos, which has become a platform strategy after the Internet has entered the stock era, in order to increase user retention time, improve activity and stickiness.
Judging by the data, this strategy does work. According to a report by QuestMobile, the average monthly time spent on the Meituan app increased by 8.9% year-on-year in December 2023, from 144.5 minutes in December 2022 to 157.3 minutes in December last year.
At present, Meituan Video has realized the importance of maintaining the content ecology, and this time the "Spring Ming Plan" has standardized requirements for content that meets the standards, and also expresses its determination to promote the sustainable development of the content ecology.
Therefore, from the perspective of some content practitioners, "Meituan Video is an outlet for creators, especially small and medium-sized creators, and they can have good income and development if they are determined to do it."