Before the Spring Festival, the B station UP master "Answer 4nswer" released a video on the B station "Can the original UP master really make money?" Do you want to be up master? In the video, he talked about the original UP master of the B station from a personal point of view, the situation of the UP master he felt and the income obtained through content creation, and the final landing point was not the idealistic optimistic appeal, but the consideration of reality.
This kind of video is not uncommon in the B station, the answer 4nswer video playback reached 236,000, the number of bullet screens and comments more than 2,000, not a phenomenon-level hot, but obviously also caused a number of users in the station to resonate.
A.4nswer was born in 1998, and in the video he reveals that he is currently facing an internship at the company. In March 2018, he submitted his first video on Station B, and in a year's time, his followers reached 217,000. "I am no longer a novice UP master who has just passed the rookie protection period of 100,000 (number of fans), I have become a well-known UP master in the mouth of the audience and even party A."
And such a waist UP master, in the case of ensuring the quality of the video and the topic, the amount of submissions in a month is 4-5 videos, how much income can these videos bring him? "Although the income of the B station incentive plan and the UP main business order have confidentiality agreements, under the impetus of curiosity, these have been so transparent that they can no longer be transparent, and the revenue brought by each 10,000 clicks is almost 30 yuan."
Young friends, do not rush to hang up the HAT of "power generation with love" for the UP master, at present, in addition to the income of the B station UP master through the incentive plan, the income of the UP master also includes user charging (1 yuan for 10 batteries) share, business bill publicity cooperation, offline activities, Taobao stores, anchor signing income, live gift sharing, etc. Whether these pathways can guarantee the real life of a UP master varies from person to person.
On January 26, 2019, On the occasion of the tenth anniversary of Station B, a grand offline award ceremony was held for the UP owners in the station, and hundreds of UP owners such as newcomers, dark horses, waists, and heads appeared in unison. At this time, the public is aware of the intention of station B, station B tries to make the UP master professional, mainstream, in the field of the public to find an effective monetization path for the UP master, but also to further expand the B station community atmosphere and PUGC original content based on the "moat".
On the tenth day of the first month of the first month of 2019 (February 14), Station B ushered in the first capital news of the new year, Alibaba announced that it had invested nearly 24 million shares in Station B through its wholly-owned subsidiary Taobao China, accounting for about 8% of the total share capital of Station B. For this investment, Chen Rui, chairman and CEO of Station B, said: "With the help of Taobao, a huge platform, more people can see the strong creativity and high-quality content of the UP owners of Station B in the future. ”
Taobao into the stock is an upgrade, in December 2018 B station and Taobao has reached a cooperation, B station signed a contract UP master will establish a certified Taobao talent account, through personalized recommendation, content operation and other forms, to achieve the station IP commercial operation, UP main content e-commerce, etc. - Taobao looks at the UP owners' "ability to carry goods". After the stake, the cooperation between the two sides accelerated again.
For up masters, the moment when they start to make money means that the teenagers have begun to practice social people.
How does the UP master of "don't drop the horse" complete the "carrying goods"?
How much "carrying goods" does a UP owner have? This is a difficult question to answer.
According to the different properties of the main content of each area OF UP, the things that B station users are "planted" are different. In terms of the consumption philosophy of "women> children> the elderly> dogs> men", the beauty area and clothing area in the fashion section based on female users on the B station are a vast "grassland", and all kinds of beauty UP masters produce video content, content dissemination and UP owners' own emotional factors, and users have consumption impulses. Functionally, the fashion zone has similar ability to carry goods with Xiaohongshu, and the content is converted into e-commerce traffic.
"Weeds can also be planted on platforms such as Little Red Book and Douyin, but sometimes the wind blows too much, and the filters of beauty products are thick." B station can look at the bullet screen, the comment area will have a 'class representative' to sort out the product items, look at a few more UP master's evaluation or thunder product spit, comprehensive. Ryanori said. She calls herself a "marginal user" of Station B, almost every day will visit Station B, chase new fans, and occasionally go to the home page to see popular or pushed videos such as ghost animals, beauty, variety shows, games, etc., but it is not a senior two-dimensional group.
Her original intention of opening the beauty video was to choose a suitable lipstick, and then watching the beauty video on the B station became a necessary process before she purchased the product, "If I want to buy something, I will first find the relevant evaluation video on the B station." She successively paid attention to beauty UP masters such as "Nicole Bouncing", "Ancient Moon Big Fruit", "Handsome You Have a Hairy Face" on the B station.
"Sometimes it's not necessarily because you're well-known, your makeup skills are good, or your reviews are real, but you just think the UP master is cute." And these UP masters also make The frequency of Fire Wild Li opening Taobao higher. "The story is like this, I watched Station B at night, and then I opened Taobao, and the next day my hand was 'chopped'."
In the life section, areas such as food circles, animal circles, handicrafts, and paintings cover the daily life of users, and all kinds of snacks, handbooks, cooking utensils, etc. have become grass commodities. "In the living area, I have bought ingredients, such as high-grade beef, and I have also bought cooking utensils with the UP owner and bought snacks in her shop." Another B station user, Lantern, said. Each sector can form a certain consumption driving force through content dissemination.
The dance area made the Lantern look at a lot of lo skirts, "Akajiu Jiu and Qianben Lulu (the two UP masters of the B station dance area) are so beautiful to wear small skirts, I have a few in my favorites." "In the science and technology zone, novel electronic accessories will appear, and painting transformation will be carried out, and mature sectors such as games and animation will stimulate the derivative surrounding market of content offline in addition to strong advertising capabilities."
Obviously, although the public impression of station B with two-dimensional content as the core, but with the expansion of user groups, the content ecology of the station is becoming more and more diversified and subdivided, the community ecology from vertical cultural content to the daily field of young groups of concern, all kinds of UP masters with the birth of user content needs, which makes up main content output hatched far more than the secondary meta-field commodity market, but a traffic field that includes various markets such as clothing, food, housing, travel, culture and entertainment for young people.
B station also tried to in the form of e-commerce in the station will have their own PUGC content traffic to achieve realization, in July 2018, Benny Dong Zichu, Xu Jiao, wild food brother and other 11 UP owners in the B station to open a store, UP main personal page appeared in the store entrance, the new product page, store goods are divided into food, two-dimensional clothing, cosmetics three categories, of which SKU average remains at 26 pieces, the highest is 109 pieces, when the UP main store function is in the public beta stage, B station did not participate in the share, Now the number of UP owners who have opened stores has increased.
A UP owner of Station B (hereinafter referred to as Y Jun) has also opened a store at present, but unlike the UP owner who has his own brand to operate, the cooperation method of his store focuses on publicity. At present, there are more than 100 products on sale in his store, and the products are all products of anime peripheral derivative companies.
"My store was approached by the surrounding companies, and then I joined. The surrounding companies are one of the cooperative companies of the B station, they look for the right UP owner on the B station to cooperate, the UP owner is only responsible for the store promotion, the specific operation or the company is responsible. And the share of this part of the store's revenue, Y Jun revealed, "I and the company have no signing fees, there is no sales performance requirements, and the monthly flow is divided according to 20%. ”
In Y Jun's personal feelings, the income of the store is not much, "the goods sold are too niche." This mode of cooperation is probably more attractive to fans 50,000 to 150,000 UP owners, such UP main business list is not much, advertising will also affect the quality of content, goods flow is a kind of income. ”
Earlier, in September 2017, Station B launched a member purchase function, independently selling two-dimensional related handmade, peripheral, performance or comic exhibition tickets and other products, which was also regarded by the public as a test of cross-border e-commerce in Station B.
These moves undoubtedly provide a new way for uprun owners to monetize, and also allow B station's expected content e-commerce with UP masters as the core to land in reality. But in fact, the e-commerce market is dominated by giants such as Ali and Jingdong, there are not many people who can squeeze into the market and get a place, Pinduoduo enters the market through the vast rural land, and whether B station can find a new fulcrum in the consumer group because of the two-dimensional content is unpredictable.
Up to now, Station B cooperates with Taobao, and the head UP owner of the station enters Taobao, and will obtain a tailor-made all-round commercialization plan to enhance commercial value by co-branding products that match its own characteristics and related peripheral derivatives. The data shows that the pan-quadratic population on Taobao has exceeded 100 million, and in 2018's double twelve, the growth rate of Taobao's secondary yuan market reached 90%, and the transaction volume of seven secondary stores such as three-point delusion, Meow House Shop, Puppets and Doll exceeded one million. Obviously, Station B chose a shortcut.
Invisible "cash charge", UP main income over 10,000? You underestimate Station B
Station B cooperates with Taobao, and what specific impact it will have on UP owners cannot be predicted.
In terms of the current monetization path of the B station UP master, the UP main income with a certain fan base is sufficient than imagined, but it is accompanied by instability. B station a game commentator UP master (hereinafter referred to as G Jun) said, "UP main traffic realization for the time being, only e-commerce Taobao and shangdan two models are more stable, the house dance area UP master, COSER such offline opportunities are more, we do this kind of game is not dependent on the value, you can also go offline, but the opportunity is less." ”
From the perspective of e-commerce Taobao, it is difficult for UP to operate the main store. "The precondition for the realization of up main e-commerce is that there is enough fan stickiness and the number of fans. It is difficult to run a shop at the same time, and if you are not careful, you will have various problems. Generally, there will be a more reliable team behind the UP master of e-commerce to assist in operation. ”
G Jun perceives that the cooperation between B station and Taobao is closer to the cooperation of business orders for UP owners, "UP main certification of Taobao masters is also a kind of business list for publicity." "The business single cooperation is divided into different types, and in terms of game UP, it can be cooperated by video promotion, game trial, dynamic promotion, live promotion and so on.
Taking video promotion as an example, G Jun, as the game UP master, has hundreds of thousands of fans, and he makes an original video, which takes 18 hours from editing to suppression, which does not count the time of pre-material collation and content conception. The average number of hits of the video on the B station reached 25W. A video promotion collaboration, from script to finalization, takes up to a week, "Generally speaking, a video promotion is either an original advertisement for a game for a customer, or an implanted advertisement." ”
The user feedback received by these two methods is not the same, "A video is all advertising, the audience actually understands, they have fun watching, sometimes it doesn't matter." And implantation or advertising to expose such videos, advertising time is limited, "their own content plus an original advertising promotion can not exceed 45 seconds, after which you will definitely be scolded." G Jun sighed, "Sometimes Party A asks for 10 minutes of video, and the time to expose it is 2 minutes, and there is no way." ”
The price of this kind of commercial promotion, G Jun revealed, "Whether it is a special video or implanted advertising exposure, it is 20,000 starting, and it will be 50% of the share with the brokerage company, and the dynamic promotion of 2K starts." But the revenue of commercial orders is unstable, and "there are commercial orders every month." ”
Live streaming is also currently one of the monetization methods for UP owners. According to the data, in the third quarter of 2018Q, the revenue of station B's live broadcast and value-added service business increased by 292% year-on-year to 170 million yuan, and live broadcasting and content drove the growth of the number of paid users of station B. At present, the live broadcast type of Station B is divided into several categories: games, entertainment, radio, and painting, while the live broadcast content is more refined, singing, dancing, small talk, food, cute pets, virtual anchors and so on. "I think the most profitable thing about live broadcasting on Station B now is small talk and singing, and you see the number of captains (the virtual currency system of the live broadcast of Station B)." Lantern sighed.
At the B Station Top 100 UP Awards Ceremony, Station B mentioned "the meaning of becoming a UP master" - "even if there is a chain of distance, prejudice, boredom, confusion, and contempt in this world, in the name of 'UP Lord', we can face it together, even if it is only a few minutes of video."
At that time, the public may feel that this is still a group of "power generation with love", but in fact, UP is also growing and upgrading, although some UP owners may still be struggling on the road to content monetization, but there is obviously a group of people, they have adapted to social laws, in the network world to assume the role of "A house", in the real world has become "cash charging".