What is the content ecological diversification layout of Aauto Quicker?

When the first short drama video was released in Aauto quickless in 2020, "Louis" probably didn't think that in the future, she would witness or even set off the golden age of short drama in Aauto quickless.

With the sweet pet short play "This man is a little cold", "A Lu" won the best actress in Aauto quickless in 20021,and created the first explosion short play record of Aauto quickless with more than 65,438 billion broadcasts. First of all, then "All the way" played the heroine in Tencent's animated short play Wanzha, and once again successfully created a phenomenal explosion short play. Now, just four episodes of bloom starring Lu have exceeded 100 million. Became the queen of Aauto Quicker's short play "Box Office".

Under the blessing of traffic, "Louis" also opened the road of live broadcast with goods and became an anchor with both traffic and goods. With the help of the traffic when the short play was broadcast, the GMV of her live broadcast room rose all the way, from tens of thousands to millions. The data shows that during the Spring Festival, the cumulative GMV data in the live broadcast room of Louis reached about150,000.

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Legend: short play creator "A Deer"

Now, in addition to the roles of actress and anchor with goods, she also has a title, "ADEER" brand manager, which is an original clothing brand of her own. At this point, "Louis" successfully completed the traffic migration from short drama actors to clothing brands, and freely switched between content and e-commerce. Successfully became a benchmark for short drama creators in Aauto quickless, and participated in the activities of Aauto quickless Photosynthetic Creator Conference as a representative of short drama creators. He was the first person on stage to share his growth story in A Auto Fast, earlier than the three senior executives of A Auto Fast.

"Alu" is just one of the representatives of many high-quality creators in Aauto Faster. In fact, in the past two years, more and more creators have risen in Aauto quickless and become the backbone of Aauto quickless content supply. Their satisfaction with the platform directly became the key to the second half of the content platform. In order to better serve the creators, Aauto Quicker recently held a meeting of photosynthetic creators in Lijiang, which was upgraded from policies, services, products and other dimensions.

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At this conference, Aauto Quicker brought not only brand-new solutions, but also a creator-oriented attitude. As Wang Jianwei, senior vice president of Aauto FMCG and head of main station business, said, "In Aauto FMCG, not only users are our old irons, but also creators are old irons".

It is difficult to increase the powder, and the creators are eager for steady growth.

As a creator, the first proposition before you is where to find the topic.

With the series of videos "Have you ever seen four o'clock in the morning" and "Experience 100 kinds of life", Li Wawa, a documentary creator who earned more than 3.2 million yuan a year in Aauto, revealed in the video "The Real Daily Life of a Blogger" that she had not slept well for a year, and went out to shoot at one o'clock in the morning and finished shooting at five o'clock in the morning. Stay up all night thinking about inspiration and shooting videos all night. No matter what the data was yesterday, everything will be cleared the next day. The exhaustion of creative inspiration is a pain that almost every creator will face every once in a while.

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Legend: Li Wawa, documentary creator.

In addition to inspiration, the growth of fans and the amount of video playback have also become the strings in the hearts of every creator.

Sand painter Mingzhe has 695,000 fans in Aauto faster. Although not as fast as Li Wawa, he also won the love of many Aote Kuai Laotie through his sand paintings.

In her top video, two sand paintings related to Olympic athletes received 348,000 likes and 442,000 likes respectively. Her sand painting video "Only Green" was even forwarded by CCTV.

Mingzhe told Science and Technology Planet that she began to learn sand painting creation after her last stable job in naked resignation on 20 14. Sand painting is a high degree of unity of career and hobby for her. Her road to sand painting creation was smooth, and the first sand painting that she officially started to create gained a lot of attention on social media.

The creative cycle of sand painting is not short. It takes about a month to create original sand paintings, and half a month to create many secondary sand paintings. Therefore, the monthly output of Mingzhe's sand paintings is not high.

In her view, it is understandable that creators care about the fluctuation of account data, and these things are indeed the most direct driving force for people to feel stable, happy and safe. However, she has passed the creative stage of worrying about traffic. In addition, sand painting creation can continue to bring her considerable commercial realization. At present, she is more concerned that sand painting creation can be altruistic and bring more spiritual comfort to others in society.

However, she will also pay more attention to the amount of her work played in Aauto and how to adjust the way for more people to see it better.

Whether it is Mingzhe or Li Wawa, the creators in different stages almost all show consistency in their creative difficulties, that is, they are eager to create for a long time and stabilize their basic flow.

Photosynthetic plan upgrade: giving money to flow

Different platforms have different tonality, and some sand paintings are popular on other platforms. It is likely that there will be no big splash in Aauto faster. After moving to Aauto quickless last year, Mingzhe said that he would often communicate with Aauto quickless to express his operational difficulties, the reasons why the communication video did not spread further, and what needs to be improved.

Aauto quicky's operators will analyze it for her. Users of the Aauto quicky platform tend to read short, and videos over 3 minutes may be taken away soon. The length of sand painting video is long, so it needs to match shorter and faster content to express on short video platform. Therefore, Mingzhe will think about it and specially edited a short version of sand painting works for Aauto. After the adjustment, explosive sand paintings that meet the tonality of the platform are constantly emerging.

Aauto Quicker is not unaware of the concerns of the creators.

Wang Jianwei, head of the business of Aauto Faster Main Station, said at the photosynthetic conference that the flow and realization are the two core issues faced by the creators, and the essence is how the creators move from creation to sustainable creation and from support to sustainable management.

Wang Jianwei said that they discussed it internally and finally came to the conclusion that the first thing to do is to do a good job of matching and rules. That is to match users who like to watch content with authors who can create good content more accurately, and it can also become a rule and mechanism to tell everyone. Don't let the creator grope in the dark and chaotic world.

The second thing is to let more new creators and small and beautiful creators be discovered and seen. The third thing is to make the creators get rewards, not just "generate electricity for love".

In fact, Aauto Quicker has optimized and upgraded the content ecology many times in the past two years. Before 20 19, Aauto Quicker hardly did anything to disturb users. After that, Aauto quickly upgraded from negative community management to comprehensive and open positive operation, which not only tilted and supported some content and creators that the platform thought were good.

The most typical result of forward operation is that Aauto Quicker has created a variety of characteristic content supplies: short plays, entertainment, sports, pan-knowledge, agriculture, rural areas and farmers, recruitment, real estate and so on. Under various categories, a lot of high-quality head content and high-quality anchors have emerged.

As Wang Jianwei said, Aauto seems to be an iteration from "interesting" to "useful". "Our platform is gestating and seeing more and more new connection methods. It seems that not only through likes, comments and sharing, but through some more meaningful reverse link services, everyone is closer and more valuable. "

In this year's Photosynthetic Creators Conference, Aauto Quicker not only supported, but also emphasized service. This may also be a sign that the operation of Aauto Quicker is more refined. At the meeting, Aauto Quicker even announced that it would develop an independent APP for creators. Let the creators know more intuitively and clearly what will be hot and what will make money faster on the Aauto platform in the future, and the creators' questions and challenges can be solved in the shortest time.

In addition, Aauto Quicker also upgraded the previous photosynthetic plan, providing creators with one billion cash and hundreds of billions of flow subsidies throughout the year, and matching different personalized incentive tasks for different life cycles of creators.

Whether developing the creator's APP independently or upgrading the photosynthetic plan, all the actions actually point to the same goal: Aauto faster hopes that the fast-paced creators can achieve more stable growth and go further with the platform through more standard services and more attractive policies.

For Aauto Quicker, content producers are the core of the content platform. The vigorous development of the platform can not be separated from the content created by the author and the establishment of links. And Aautoquick's investment in creators will definitely feed back Aautoquick's community ecology in the future.

Content platform competition password

Although the initial intention of the creator's creation is not necessarily realization, the quality of realization undoubtedly greatly affects how far the creator can go and his loyalty to a platform.

A founder of MCN who attended the photosynthesis conference told Science Planet that it is very difficult to make money through content now, and the most concern is whether it can make money.

A AutoFast needs to prove its liquidity to creators outside the service.

At present, the main ways of realizing Aauto's faster creators are live broadcast, e-commerce, advertising and paid content.

Several executives of Aauto Quicker released some liquidation data at the conference. Wang Jianwei said that in 20021year, 20 million creators made money faster on Aauto, and the total income in the past six months increased by 25.3% year-on-year.

In contrast, this figure is not low. The financial report of the first quarter of 2022 shows that there are 165438+ 10,000 UP owners in this quarter.

The number of cashiers in vending machines is increasing steadily. According to the data shared by Gao Yamei, the head of brand marketing of Aauto Fast Magnetic Engine, at present, Aauto Fast Magnetic has 1.7 million people settled in Magnetic Juxing, achieving an increase of 1.95% in the number of talents and an increase of 200% in the number of brand orders received.

Specific to the breakdown type, the order volume of short video creators increased rapidly, with an increase of 332% last year, and the order volume of live video creators increased by 20 1%. Creators with a relatively low fan base (below 500,000 fans) also have a 600% increase in cash.

In addition, there are more and more ways for creators to realize their money. Ma Hongbin, head of commercialization business of Aauto Quicker, said that two or three years ago, when we talked about the realization of creators, we talked more about how creators have different sources of income besides commercial bills and live broadcasts. In the past two years, it is obvious that in e-commerce or other fields, more and more creators have directly entered the whole business process in addition to making good content and realizing it directly.

For example, the combination of live broadcast and industry has formed live recruitment and live blind date, which has expanded new revenue methods for anchors.

The e-commerce business has also enabled more creators to achieve income. Xiao Gu, head of the e-commerce business of A Auto Quick, revealed that the number of e-commerce companies of A Auto Quick is doubling every month. Marketing refers to the number of people who sell goods, that is to say, in the past year, Laotie and its creators made money from Aauto faster through e-commerce.

In the past, Aauto's faster talent realization efficiency was not the highest in the industry, but at present, the income of talents in commercialization, e-commerce, paid content and other fields is growing rapidly, and there is still a lot of room for growth in this part.

Now, Aauto Quicker has upgraded and subsidized several major businesses related to the realization of creators. Quick distribution puts forward that the stage goal for the next year is to help 65,438+00,000 promoters' e-commerce income break 0. Magnetic Engine has launched Wheat Plan and Xinghai Plan, hoping to let more creators receive the brand list.

Through a series of upgrades, Aauto Quicker is expected to let more creators stay on their own platforms. Aauto Quicker has always been known for its user stickiness. According to Wang Jianwei, in 20 16 years, Aauto had creators of 10000 powder, and up to now, more than 70% of them are active in Aauto Faster, more than 80% are active in100000 powder and 94% are active in1000 powder.

In the final analysis, the competition of content platforms is actually a competition about "people", and platforms try their best to keep these people on their own turf. The platform has solved the monetization problem that the creators care about, and undoubtedly mastered the game password in the second half.