Wen 丨 Science and Technology New Knowledge, author 丨 Ma Rong
As soon as the news of the b station tearing up the wizard's finance came out, the comment area of the relevant video immediately became a shuluo field.
In the latest submission of Wizarding Finance, Gaozan hot reviews are generally highly recognized for the professionalism of wizarding financial content, while the bottom comments in chronological order are just the opposite, and the views attacking wizards abound. At present, the comment area of the work has been frozen.
Analysis generally believes that the high signing price given by another platform is an important reason for the wizard's exodus. According to 36kr, some insiders said that the poaching platform is ByteDance's watermelon video. ByteDance did not reply to the matter.
From the perspective of the long-term competition between the b station and the watermelon video for the author's attribution and exclusive content, the probability of the watermelon video being sold is very large. It is known that the user "Zhuang Minghao" said that the watermelon video has made an offer to almost all the B station head up owners, and this time bought Wizard Finance, and the signing fee is at the level of tens of millions.
Station b is obviously also in a hurry.
The farewell video of Wizard Finance is widely interpreted as disdain for the "power generation with love" model. In the farewell video, the wizard mentioned that his account did not have any commercialization, and the income of the meal was too low, and his enthusiasm for using love to generate electricity was reduced a lot. The wizard sighed that it was really laborious to do popular science videos part-time.
This is a very dangerous signal, and Station b reacted strongly to it.
After the incident, Station B quickly disclosed the screenshot of the home page of the cooperation agreement between the two sides and the screenshot of the communication email. Obviously, the incident has moved from a legal battle to a public opinion war, and both sides are relying on the power of public emotions. The wizard wins, can sit at the value of the new owner; b station wins, can kill the chicken to show the monkey, the author with the intention of leaving is a deterrent, while raising the cost of the opponent's digging.
Wizard Finance is the origin of the construction of the financial content of the b station, and the horse bone effect caused by the red speed of light of the content has caused a group of financial science authors such as the half-Buddha immortal and surf plus to pour into the b station. Nowadays, feng shui takes turns, and the b station financial content brother no longer belongs to the wizard, just as the wizard in the farewell video Fan Li-style view - now the hardcore content of the platform has been all-encompassing, profitable, a number of financial district up owners continue to output high-quality content, therefore, my adjustment will not set off many waves.
A user commented: "Although it is across the screen, I smell vinegar." ”
Mencius was a man with a strong sense of social responsibility. There is a passage in the Ten Thousand Chapters: The heavens are born of this people, so that the prophets will be aware of the future, and the prophets will be aware of the future, and the prophets will be aware of the latter. To give, the prophet of the people of heaven also; to give will be the people of Stowe. Who is not enlightened, but who is it?
As a source of the idiom "prophetic foresight", this phrase is also often used as a maxim for elitists.
In the famous work "Hong Kong Financial Defense War, International Giant Soros shorted the pound pound and thai baht, decisive battle for Hong Kong", Wizard Finance has a similar statement: "The tendency of the Chinese and Western media is obvious - both sides are not objective, for any data and information, I must find a third party to corroborate." In addition to news, market data, interviews and deal announcements, information sources also include Soros's "Reforming Global Capitalism", "Financial Alchemy"... I'm not recommending these books, just for four words: I'm the one who prevails. ”
After the words were finished, the barrage boiled over.
The A-side of Wizard Finance is a glossy robe. b Station breaking circle signal bomb, hardcore financial content leader in the station, peak playback of 5.2 million, fresh clothes and angry horses, exciting text, capital never sleeps. The style of Wizard Finance makes almost the entire b station financial content have attached elitist footnotes. The financial content classification of b station can rise rapidly, and the rice circle effect caused by elite tone is indispensable.
And the wizard finance on the B side is crawling with lice.
Since the plagiarism door was exposed, wizarding finance has become the target of public criticism. Search for the keyword "wizard plagiarism" on the b station, and you will see a large number of works exposing the wizard's financial plagiarism. In these contents, Wizard Finance's famous phrase "I prevail" is interpreted as the opening statement of telephone fraud, and the core purpose is to "sift through stupidity", that is, to let reasonable people quit on their own and let the real target users retain.
This negative event complements the rise of the half-Buddha immortals in the b station, the former is like a deceleration buffer belt, which puts the brakes on the expansion of the circle of wizard finance in the b station; the latter with more life and paragraph financial content, announcing the success of the new model, and surpassing the wizard in terms of data and user feedback. After the half-Buddha, the viewpoint content of the b station set off a wave of "half-Buddhaization", and the wizard finance stared at the Yangchun white snow style of world economic history, which was obviously overshadowed in the sound wave.
The embarrassment of wizards does not stop there.
In the second half of 2019, when Wizard Finance debuted on the b station, it was the key initial stage of the b station breaking the circle. Financial content has been relatively mature in many other content platforms, and entering the b station needs to consider the problem of entering the posture when facing users who are mainly young students. Leaving aside the traditional media-style indifferent posture, the wizard chooses to stand in a high posture to enter, and the half-Buddha chooses to lower the posture and bend down to enter, both modes have been successful, but the low-profile half-Buddha is obviously more favored by the brand side, and the high posture makes it difficult for the wizard's content to be monetized.
In fact, the story of high-profile content lagging behind in the transmission effect and giving way to low-profile content has been repeatedly staged on multiple content platforms before station b. As early as wizard finance, some authors uploaded pure financial management content from TV or other network platforms to the b station, but the effect was quite dismal. If it were not for the horse bone effect under the determination of the B station to break the circle, and the rice circle effect under the elite tone, whether wizard finance can achieve today's influence is still unknown.
The wizard revealed in the farewell video that he did not understand the self-media industry at all, and once offered an advertising sky-high price of 1.5 million yuan when the b station had millions of fans (when the half-Buddha immortals had 3 million fans, the advertising quotation was 450,000), which made the big factory press prohibitive. Coupled with the atmosphere that station B has always had anti-financial marketing content, it has formed a very paradoxical phenomenon - a super big V at the head of the platform segment, which almost blocked its own commercial prospects.
Wizards face a choice, in the b station, there is a social distribution + recommended stream distribution of traffic dividends, but the commercial prospects are weak; in the watermelon video, you can get rid of the dilemma of "power generation with love", for wizards, although the content belongs to the top level in the b station, there is little improvement outside the station without traffic tilt, but since the plagiarism incident fermented, the only remaining community atmosphere advantage of the b station is also dissipating, and leaving the b station has become an inevitable ending.
The history of the development of wizard finance and economics is almost the history of the creation of financial content in station b. The entrepreneurial record of the financial district is basically a historical projection of the content of the b station breaking the circle.
B station is developed from a niche cultural community, long-term emphasis on cultural tone, do not pay attention to commercial returns of the content atmosphere, so that the b station cultural output ability is extremely strong. The successive deaths of station n and station a have sounded a wake-up call for station b - the creation of sustainable is basically stable income rather than cultural identity.
While the b station accepts the dividend of the circle, it is making the local content bear the cost of heavy literature and light business for a long time, which is the same as the reduction of the influence of wizard finance after the fresh blood injected into the financial content. The reform process means that the distribution of benefits is highly unstable, the fragmentation time of users is fixed, and every new blood enters, which means the partial disintegration of old interests.
Wizard Finance became the front wave, and was slapped to death on the commercial beach by the back wave.
The wording in the announcement of B Station tearing Wizard Finance is very euphemistic: "Wizard Finance is an up master who grew up from scratch on B Station, and not only gained the attention of one million users within two months of starting to create... His rapid growth is inseparable from the support and encouragement of users on the site. ”
The role of platform support has been skipped, and judging from the statement, the popularity of Wizard Finance seems to be the result of the natural fermentation of high-quality content. But netizens still gave b station a nickname, called up the main novice village, which means to cultivate excellent authors from scratch, wait until their creation is mature, and then jump to other platforms.
This is undoubtedly the thorn in the heart of the b station.
Leaving aside the elders of the two-dimensional era, the evolution trajectory of the emerging head up master of the b station is that the account benefits from the recommendation algorithm - frequently log on to the home page recommendation, harvest traffic tilt, and rank among the heads - encounter possible content hammers, accounts are frozen and other possible black swan events, IP violent death, or sign exclusive content agreements with other platforms, away from the original social distribution relationship network on the b station.
Taking Wizard Finance as an example, due to the special entry timing, the author is objectively included in the circle-breaking stage of the platform. b station mainly attacks the monthly active growth, so in the copyright procurement and other fields of the action is larger, but for the up main monetization mechanism to protect the main protection, such as the creation incentive plan to give 100,000 plays about 300 yuan of income, etc., in terms of e-commerce, it is completely behind a shake and a fast, allowing the commodity link to divert the flow outside the platform, whether the meal is just or not depends on the author himself.
Station b walked the left foot of the broken circle, and did not take the right foot of the large-scale commercialization. For the UGC community that generates user interest, breaking the user circle has been rebounded, and once the proportion of commercial content increases, the rebound may be even greater. The key up master in the process of breaking the circle such as Wizard Finance, with the left foot of the broken circle, hung alone in mid-air.
What b station needs to be vigilant against is not the weak contract consciousness of individual up masters, but the big hat of "generating electricity with love".
The lesson of Wizard Finance cannot happen again, and non-self-media practitioners have made mistakes in the commercialization process when transforming the up master, and the platform side will eventually be blamed. Before taking the right foot of commercialization, it is necessary for station b to make up for it, guide and maintain the Columbus who have just landed in the New World, avoid cutting off their commercial prospects in the platform, and blindly give traffic dividends, which will not help the choice of the head up master.
The wizard left, and the anxious b-station never slept.