New Media Chat Zai Bao Ran: New Videos, Old Culture

【Introduction】

Lu Fanxi, vice president of Youku Tudou, who single-handedly created "Old Boy", "Never Expected" and "Little Apple", recently introduced in a dry speech a trilogy of cultural phenomena -- planning positioning + iterative creation + precision marketing. The speech is very real, including the details of how to make a "netizen id" upload 48 "Little Apple imitation videos" with high density, which is indeed a treasure book for network marketing practice.

At the theoretical level, Lu Fanxi proposed when comparing online video and traditional cultural products, "If online video is a new cultural form, one of the biggest differences from the old culture is that when the old cultural products face users, such as movie releases, TV series online, book publishing, the old culture is already a completed product, it is difficult to change according to audience feedback." The new culture of video is always semi-finished when facing users, and even always remains in a flawed state, waiting for continuous feedback, criticism and spit from the audience to correct the work. The sense of user engagement with the video is very strong. ”

Coincidentally, Xiaomi, which is good at social play, also takes "sense of participation" and "self-media" as the two fulcrums of its model.

This leads to two thoughts. First, the user is to participate in the sense of interaction, and the sense of participation needs to have results, whether it can affect the direction of the plot, or can affect the parameters of the hardware product or the setting of software functions, is a kind of satisfaction experience evidence; second, the user needs a platform to participate in interaction, the platform to inherit the user, followed by the entire creative planning and production process - the two are mutually causal and indispensable.

The increasing monopoly and open interface of public Internet platforms make it easier for former users to choose platforms, such as WeChat or Alipay, as long as TV stations access open interfaces, they can bundle "shake a shake" with the program process in real time, and bring users a basic sense of participation. However, this is clearly not enough. A new generation of users who grew up under the influence of the Internet, they regard the sense of participation as the default fact, the dominance of the right to speak as a natural right, if they can not really bring them into the whole process of content production, it is equivalent to the future out of the door.

In fact, "engagement" is not a patent for new videos. Under the so-called "old culture" system, such as the "quarterly broadcast system" of the American drama, it is also a typical choice of plot trends through user feedback, and even to determine whether the play is "suddenly dead" - so although the Internet provides an interactive participation tool, it is the "user thinking" of the producer and the broadcaster that really determines the evolution and upgrading of the TV industry.

In the process of practicing "user thinking", the mining and application of feedback data, the high-frequency response to content planning, the live broadcast preference for broadcast forms, and the social guidance of user behavior are the four basic challenges, which are bound to reconstruct the human resource structure of TV stations - the construction of user operations and data mining teams, and the strengthening of creative planning and shooting production teams, which will constitute the real competitiveness of TV stations.

After all, under the monopoly of the existing Internet platform, the success probability of tv stations independently building a user platform is not very high, so it is better to pour limited resources into a new generation of TV people!

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