The day before yesterday, I posted a set of photos on my official account, and many people thought I was crazy.
Essentially I'm doing a test.
I usually post an article, and the reward income is minimal, but after posting a non-nutritious photo, the reward income starts to go by four figures, which is essentially no different from live rewarding.
Is there any value in a self-media brand?
Test first, whether readers are willing to pay for you.
Tests have proved that with flesh and blood, the sense of payment will be stronger, and the live broadcast has verified this model.
Why should I take this test?
Because I am also facing transformation, I have been writing "an old cannon" for almost four years, and I have been obscure, to be honest, the efficiency of monetization is not high, and now that H&H has started live broadcasting, why should I continue to hide behind it?
From this point of view, Zhou Hongyi is right, now that the traffic is in his hands, how to monetize, let's talk about it.
Most of the self-media friends around me are eating to B serious food, the dilemma is exactly the same as what Lao Zhou said, the space is getting smaller and smaller, and it is becoming more and more difficult to monetize, and the problem we all encounter is not the problem of the topic field, but the problem of speaking posture.
Empty, macroscopic, boring, without flesh and blood, it's like watching machine writing.
Graphic self-media, at this difficult stage, if you don't find a way to make your brand IP and flesh and blood as soon as possible, the road ahead will be narrower and narrower, and practitioners will become more and more anxious.
Because I stand from Party B's point of view, Party A's budget in self-media is basically migrating to To C's videos, with real people, large traffic, and a huge fan base; Can a purely serious graphic media achieve such an effect?
Personally, I think it's hard and difficult, 36Kr can't do it; Tiger sniff has a certain personality, but it is also difficult; The core competitiveness of the late is still exclusive.
However, in the past few years, many video financial self-media, which were regarded as having no depth, have undoubtedly become popular spicy chicken in the past few years.
I often sigh to myself, it's really amazing.
In this circle, many people, young and beautiful, I won't name them, they all know each other, they are afraid of being beaten, they can be called money printing machines, and they are soft to receive orders.
Why is Chen Zhen in the car circle able to get out of the circle? Because he has flesh and blood and does things around himself, he often generates more revenue than some 40-person institutionalized self-media.
At this time, can you still dare to say that the collective is stronger than the individual?
This logic is not necessarily applicable in the self-media industry
The popularity of short videos, this situation, also appeared in the graphic To B financial technology self-media ten years ago.
There is no one pattern that can go on forever, only interesting souls that can always be followed.
In the short video financial self-media track, the boss of the most leading Hangzhou company is a colleague of my former newspaper. He told me that now the wind direction has changed again, and the pan-financial short videos in the 1.0 stage have gone downhill, and the audience has begun to demand more advanced and professional content.
However, the serious topic of To B, it seems that it is indeed difficult to have splashing traffic.
Zhou Hongyi shared with us in the group that he started talking about large models and safety, and the traffic couldn't get up until he started talking about cars.
This trend, in fact, everyone sees it very clearly, so this year, the self-media bosses around me who used to be the main business of To B serious content have collectively come out of the mountain and started a short video career, taking the first step from writer to anchor, of course, there are no successful cases yet.
The question arises, is it really only video that can be interesting? Is it really only video that can be flesh and blood? If you don't have a short video, you can't be IP?
I firmly believe that personalized graphic writing is still full of market, because Party A asked me to find 10 masters of personalized writing, and it is often difficult for me to get together 10 people, do you say there is a market?
Most of the bosses of serious graphic self-media are from traditional media, and they have developed the nature of pursuing Like for many years, but Like is now the antonym of traffic.
The nature of the profession limits the development of true talents.
Nowadays, the majority of the audience is more willing to pay for emotions.
The boring and boring news-style operation methods are becoming more and more unacceptable in the face of personalized and entertaining operation methods. I once reflected on why in my own matrix number, the brand value of the old cannon is the largest, because the other matrix numbers use a decent traditional model, while the old cannon completely adopts a flesh-and-blood personalized operation mode.
Again, as the owner of Party B, I really tell you that Party A has a clear personalized writing needs, and the market cannot meet the needs at present.
Therefore, I give advice to many friends around me who have a good relationship, don't simply pursue video, in fact, the IP of graphics and texts is also very promising. Liushen Leilei, Jiubian, Lu Kewen, Dai Boss, and Half Buddha are all good cases.
Teacher Yu Hua, who laughs at himself and scribbles a puppy, why hasn't he written any books in the past few years, but he has unexpectedly become popular on the Internet? Flesh-and-blood interesting, three-dimensional living people, not high-minded writers.
Instead of pursuing a video field that you are not good at, it is better to open an account yourself and write it yourself. You must know that in the short video industry, finding someone who is both thoughtful and eloquent is comparable to winning five million. It's hard to just find someone who can speak, and like writing, it takes talent
So, forget about the set of news operations and zero out writing. For example, I especially like to read the personal account of Mr. Bi Yajun of Huashang Taolu, and this liking is far more than Huashang Taolu itself.
Because in my opinion, Mr. Bi Yajun's personal number more directly and truly reflects what he sees and thinks when he has been tracking and observing enterprises and entrepreneurs for a long time, especially some of his personal inner views; Mr. Lin from Hua'er Street writes articles, and I also like to read them, which are interesting and in-depth, and this kind of soul is the most valuable.
Therefore, I have been warning myself in the past few years, don't pretend to be X, go out to give lectures to others, pretend to be marketing masters and public relations masters, and don't write articles to teach others how to communicate, so that being a good teacher will overturn sooner or later. Usually do a good job of a code word, long-term observation and research of communication, positioning writers.
Don't be presumptuous because of the rise of short videos. I'm going to keep writing, I'm going to keep writing, I'm going to stick to words, unless one day, people don't use words anymore.
You have to think about it this way, if the graphics and texts are really worthless, Xiaohongshu can't still grow, the reason why Douyin can't beat Xiaohongshu, and even makes lemon8 similar to Xiaohongshu overseas, is because of the flesh-and-blood graphic content, which still has huge traffic.
Therefore, how to make the graphic content further flesh and blood is the focus of my next work. Short videos, I might test it too, but definitely not the point, because I won't. It's okay to live broadcast, because I'm thick-skinned, never have stage fright, and I'm also very good at spraying.
A private domain fan community must be done, but not 500 people, 100 loyal fans. You know, there is a theory that no matter how unreliable the stupid X is, it is possible to find a believer.
Let the soul become more and more interesting, let the writing become more and more wanton, and let the reader get closer and closer to you.
Finally, I would like to say a word to all the self-media bosses who are struggling.
Don't use the standards of institutional media in the era of newspapers and magazines, and try to create a similar self-media according to the map. The core value of self-media is "self", this "self" is self, a strong sense of personal consciousness and personal value, towards institutionalization, is to put the cart before the horse.
In today's era, there is no need for To B's financial self-media, that is, to use the 21st Century Economic Herald or the First Financial Daily model to operate the self-media.
First, the bubble is gone.
Chinese companies no longer need the rainbow farts collectively advocated by the media to the capital market, everyone's primary purpose is to survive, sell products, and let consumers know that few people go to invest for financing, stock prices, and elite cognition.
Second, elite aphasia.
Just look at it and stop talking, this is the public opinion choice of most of China's elites today. Since you can't say it, it's better not to say it, this is the status quo.
Third, it's dangerous to do.
Again, self-media is not the media, and all the common sense and rules of the media are not applicable to you now. Once applicable, the possible number is gone, and cases abound, so don't go forward.
Fourth, even Ali doesn't play anymore.
For so many years, the serious To B technology Internet self-media, the largest buyer Alibaba, has now begun to stop playing, and the cliff-like decline is launched, what are you still looking forward to?
... ...
This article is from the WeChat public account: A mouthful of old cannons, author: Brother Pao was registered
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