How do you become a Kuaishou content entrepreneur?

When Kuaishou released its first short drama video in 2020, "Yi Yi Lu" might not have expected that in the future, she would witness or even set off the golden age of short dramas on Kuaishou. .

With the sweet pet short drama "This Male Protagonist is a Little Cold", "Yi Yi Lu" won the Best Short Drama Actress of the Year in Kuaishou in 2021, creating the first Kuaishou hit with more than 1 billion views. Short drama record. Zhuyu was first, and then "Yiyilu" starred in the heroine in the short drama "Wanzha Chaohuang" adapted from Tencent Animation, and once again successfully created a phenomenon-level hit short drama. Now, "Ruhuaru" starring Yi Zhilu has already surpassed 100 million views in just 4 episodes. She has become the "box office" queen of Kuaishou short dramas.

With the support of traffic, "Yiyilu" has also started the road of live broadcast to bring goods, becoming an anchor who has both traffic and goods. With the help of the traffic generated when the short drama was popular, her live broadcast room GMV has been rising, from tens of thousands to millions in a single show. Data shows that during the Spring Festival, the cumulative GMV data of "Yiyilu"'s live broadcast room reached about 15 million.

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Illustration: Short play creator "Yi Yi Lu"

Now she has two roles: actor and anchor. In addition, she also has another title, "ADEER" brand manager, which is her own original clothing brand. At this point, "Yi Yi Lu" has successfully completed the traffic migration from short drama actor to clothing brand owner, and can freely switch between content and e-commerce. Successfully became a benchmark figure among Kuaishou short drama creators, and participated in the Kuaishou Photosynthesis Creator Conference as a representative of short drama creators. He was the first to take the stage to share his growth story in Kuaishou before the three senior executives of Kuaishou.

“Yi Yi Lu” is just one of many high-quality creator representatives on Kuaishou. In fact, in the past two years, more and more creators have emerged on Kuaishou and become the backbone of Kuaishou’s content supply. Their satisfaction with the platform directly becomes the key to the success of the content platform in the second half. In order to better serve creators, Kuaishou held a Photosynthetic Creator Conference in Lijiang a few days ago to upgrade policies, services, products and other dimensions.

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In this conference, Kuaishou brought not only brand-new solutions, but also a creator-oriented attitude. As Wang Jianwei, senior vice president of Kuaishou and head of the main website business, said, “At Kuaishou, not only users are our veterans, but creators are also our veterans.”

It is difficult to increase followers, and creators long for stable growth

Being a creator, the first proposition before you is where to find topics.

With the series of videos "Have you ever seen four o'clock in the morning" and "Experience 100 Lives", documentary creator Li Wawa, who has gained more than 3.2 million fans on Kuaishou in one year, in the video she shared "A "The Most Real Daily Life of a Blogger" revealed that in the past year as a blogger, he has never had a good night's sleep. He went out to shoot at one in the morning and ended at five in the morning. Staying up late thinking about inspiration, shooting videos all night long, no matter what the data was yesterday, starting the next day, everything will be cleared. Running out of creative inspiration is a pain that almost every creator will face from time to time.

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Caption: Li Wawa, a documentary creator.

In addition to inspiration, fan growth and video playback volume have also become strings in every creator's mind.

Ming Zhe, a sand painter, has 695,000 fans on Kuaishou. Although he does not increase his followers as quickly as Li Wawa, he has also won the love of many Kuaishou veterans through his sand painting works.

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

Ming Zhe told Tech Planet that after she resigned from her last stable job in 2014, she began to learn sand painting. For her, sand painting is a highly unified career and hobby. Her journey of creating sand paintings has been quite smooth. Her first sand painting officially received a lot of attention on social media.

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

In her opinion, it is understandable that creators are concerned about account data fluctuations. These things are indeed the most direct motivation for people to feel stable, happy, and gain a sense of security. But she has passed the creative stage where she needed to worry about traffic. In addition, sand painting creation can continue to bring her considerable commercial profits. At the moment, she is more concerned that sand painting creation can be altruistic and bring more spiritual comfort to other people in society.

But she is also concerned about the number of plays of her works on Kuaishou, and how to adjust her methods so that more people can see them.

Whether it is Ming Zhe or Li Wawa, creators at different stages almost show consistency in their creative dilemmas, that is, the desire for sustained and long-term creation and the desire to stabilize their own traffic base.

Photosynthetic Project Upgrade: Give Money and Traffic

Different platforms have different tones. Some sand painting works are popular on other platforms, but they may not make a big splash on Kuaishou. After joining Kuaishou last year, Ming Zhe said that she would often communicate with Kuaishou to express the operational difficulties she encountered, the reasons why the video was not further disseminated, and what areas needed improvement.

Kuaishou operations staff will analyze for her the usage habits of Kuaishou platform users. Users are more likely to read short videos, and they may quickly delete videos of more than 3 minutes. Sand painting videos are relatively long, and expressions on short video platforms need to match shorter and faster content. Mingzhe then thought about editing a version of sand painting works with a shorter duration specifically for Kuaishou. After the adjustment, popular sand painting content that fits the platform’s tonality continues to emerge.

Kuaishou is not unaware of the issues that creators care about.

Wang Jianwei, head of Kuaishou’s main website business, said at the Photosynthetic Conference that traffic and monetization are the two core issues faced by creators. The essence is how creators move from creation to continuous creation, and from support to sustainable operation.

Wang Jianwei said that they had internal discussions and finally came to the conclusion that the first thing to do in building a platform is to do the matching and rules well. That is to say, users who like to read content can be more accurately matched with authors who can create good content, and at the same time, it can be turned into a rule and mechanism to tell everyone. Don’t let creators grope their way forward in a dark and chaotic world.

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

In fact, Kuaishou has made many optimizations and upgrades in its content ecosystem in the past two years. Before 2019, Kuaishou did almost no operations that interfered with users. After that, Kuaishou upgraded from only negative management of the community to fully open and positive operations, which not only favored and supported relevant policies for content and creators deemed good by some platforms.

The most typical result of positive operation is that Kuaishou has created a rich and diverse supply of featured content: short dramas, entertainment, sports, general knowledge, agriculture, rural areas and farmers, recruitment, real estate, etc. Under each vertical category, many high-quality headline content and high-quality anchors have emerged.

As Wang Jianwei said, Kuaishou seems to be iterating from "interesting" to "useful". "Our platform is nurturing and seeing more and more new ways of connecting. It seems that it is not just through likes." , comment, and share, but through some more meaningful back-link services, bringing everyone closer and closer together, making it more and more valuable.”

This year’s Photosynthetic Creators Conference, Kuaishou, in addition to support, puts more emphasis on service. This may also be a sign that Kuaishou's operations are more refined. At the meeting, Kuaishou even announced that it would develop an independent APP for creators. This will allow creators to more intuitively and clearly know what content on the platform is popular and what content can make money on Kuaishou, and creators’ questions and challenges can also be resolved in the shortest possible time.

In addition, Kuaishou has also upgraded its previous photosynthetic plan, subsidizing creators with one billion in cash and one hundred billion in traffic throughout the year, and matching different personalized incentive tasks for the different life cycles of creators.

Whether it is developing the creator APP alone or upgrading the photosynthetic plan, all actions actually point to the same purpose: Kuaishou hopes that through more standard services and more attractive policies, Kuaishou creators can get more benefits. Steady growth and go further with the platform.

For Kuaishou, content producers are the core of the content platform. The vigorous development of the platform is inseparable from the content created by the creators and the links established. Kuaishou’s investment in creators will definitely feed back the Kuaishou community ecosystem in the future.

Content platform competition password

Although the original intention of the creator's creation is not necessarily to monetize, the quality of monetization undoubtedly affects to a large extent how far the creator can go, and Loyalty to a platform.

A founder of an MCN organization who participated in the Photosynthetic Conference told Tech Planet that it is difficult to increase fans through content now. The most concerned thing is whether it can make money and whether it can continue to make money.

Kuaishou needs to prove its monetization capabilities to creators in addition to services.

Currently, the main monetization methods for Kuaishou creators are mainly live streaming, e-commerce, advertising, and paid content.

Several Kuaishou executives announced some monetization data at the conference. Wang Jianwei said that 20 million creators have made money on Kuaishou in 2021, and the total revenue in the past six months has increased by 25.3% year-on-year.

In comparison, this number is not low. Station B’s financial report for the first quarter of 2022 shows that there were 1.1 million UP owners who earned income at Station B in that quarter.

The number of Kuaishou monetization experts is growing steadily. According to data shared by Gao Yamei, head of brand marketing of Kuaishou Magnetic Engine, at the Photosynthetic Conference, 1.7 million Kuaishou people are now settled in Magnetic Star, the number of monetization experts has increased by 195, and the number of business orders received from brand parties has increased by 200.

Specifically speaking, the order volume of short video creators has grown faster, with an increase of 332 last year, and the order volume of live broadcast creators has increased by 201. Creators with a relatively low fan base (less than 500,000 fans) also saw an increase of 600 in monetization.

In addition, the monetization methods for creators are increasing. Ma Hongbin, head of Kuaishou’s commercial business, said that when we talked about creator monetization two or three years ago, we talked more about how creators can have different sources of income besides commercial orders and live broadcasts. In the past two years, it has been obvious that, whether in e-commerce or other fields, more and more creators have not only produced good content and directly monetized the content, but also directly entered the entire business process.

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

E-commerce business has also allowed more creators to realize income. Xiao Gu, head of Kuaishou e-commerce business, revealed that the number of people making sales at Kuaishou e-commerce has doubled every month. Dynamic sales refers to the number of people who sell goods. In other words, in the past year, more than twice as many veterans and creators have made money from Kuaishou through e-commerce.

In the past, the monetization efficiency of Kuaishou experts was not the highest in the industry, but currently, the income of experts in commercialization, e-commerce, paid content and other fields is growing very fast, and there is still a lot of room for growth in this part. big.

Today, Kuaishou has once again made relevant upgrades and subsidies in several major businesses related to creators’ monetization. Kuaishou’s goal for the next year is to help 1 million promoters’ e-commerce revenue break 0. Magnetic Engine launched Project Wheat and Project Xinghai, hoping to allow more creators to receive business orders from brands.

Through a series of upgrades, Kuaishou is expected to keep more creators on its platform. Kuaishou has always been known for its user stickiness. According to Wang Jianwei, there were more than 70 creators with 10,000 fans on Kuaishou in 2016. Today, more than 70% of creators are still active on Kuaishou. There are more than 80 creators with 100,000 fans and 100,000 creators. 94.

In the end, the competition between content platforms is actually a competition for "people". The platforms try their best to keep these people on their own territory. If the platform solves the monetization issues that creators are concerned about, it will undoubtedly master the secret of competition in the second half.