What are the profit models from the media?

Baidu search Xincheng blog, a self-media blog focusing on grassroots webmasters.

First, from the media+advertising

The most basic profit model of the Internet is to accumulate a large amount of traffic before distributing it. The distribution method can be similar to Baidu's bidding ranking, and it can also be a variety of payment forms such as CPC, CPM and CPA.

Notifications can also be distributed through social sharing of users. After the rise of the mobile Internet, the centralized traffic distribution platform like Baidu was gradually weakened and replaced by numerous "small centers". Since the media is it.

One of the types.

If you want to ask ten self-media people how to make profits, nine will tell you to accumulate a large number of fans first, and then help advertisers write soft articles or go directly to banner. This way of making profits was greatly released on 20 15. According to the data given by social media advertising platform Weibo Yi, Weibo Yi

Last year, the amount of intentional orders from the media was as high as 700 million yuan, and the highest income of some individuals in Weibo from the media reached 5.48 million yuan, of which nearly 50 companies exceeded one million, and the highest investment of a single advertiser was 65.438+09.48 million yuan.

What Yuan did was social media communication, and at most 7,000 self-media endorsements were selected. In addition, it is reported that an automobile manufacturer announced that 60% of the advertising budget will be invested in new media next year.

Compared with hundreds of billions of online advertising market, self-media advertising is still a drop in the ocean, but the current data is still enough to excite many self-media people. However, through chatting with many advertisers, I found that except those who are arrogant.

Except for the large font size (headline is 6 digits, and Party A is not allowed to change the copy), most self-media numbers are still in a weak position in the advertising market, and the charging method has even been harsh to pay according to the sales volume. Through a link with parameters

Hair, since the media has even become a rebate network in a sense. To put it simply, the real intention of advertisers is diversion, and the promotion at the brand level seems to have not yet turned to the media.

Except those who are awesome, the second winners of self-media advertisements should be those who hold dozens of numbers in their hands and claim to have a "matrix". For example, there is a chicken soup for the soul called Du Yue, which has 1.9 million fans.

Personally, it's nothing, but the company behind this number has more than 20 similar accounts at the same time, and the number of fans adds up to nearly100000. With this data as an endorsement, the headline price of "Du Yue" also reached 6.

Number of digits.

However, Zhimei is more worried that when the advertising threshold of WeChat friends circle is decreasing, all kinds of intelligent mobile advertising platforms are constantly launched, and new mobile traffic giants are constantly forming, self-media advertisements are primitive, manual and rough.

Rough advertising forms will face great challenges. What is more difficult is that in the face of this challenge, there are not many ways to deal with it from the media, because all the technology development is in the hands of Tencent, and it is difficult for the media to pass.

Independent technology development to achieve advanced intelligent advertising, not to mention digital marketing. What's more, hand-made soft texts will also weaken the value of the media itself. At present, the opening rate of WeChat articles is decreasing.

This is proof.

Second, from the media+paid reading

Some people say that knowledge is the most valuable thing in the world, but at the same time knowledge is also the least valuable. The Birth of Internet and the Spirit of "Freedom"

It also dilutes the value of knowledge to a minimum. In China, where copyright awareness is particularly weak, few people are willing to pay for knowledge. The rise of the media has won more discourse space for the people, but it has also created a huge amount.

Garbage further aggravates the depreciation of knowledge or content.

The biggest consequence of content depreciation is that the creative enthusiasm of media people has dropped sharply, and major media platforms have also realized this.

Problems, so on the basis of the original protection, increased a variety of incentive mechanisms. For example, Weibo is doing long article rewarding, video rewarding and micro-task advertising sharing. Today's headline is working on the "10 million yuan" plan, which has been signed 179.

Three authors, today's headlines guarantee the bottom income of these authors 1 10,000 yuan. But in the final analysis, almost all these settings can be attributed to "rewards". The core of reward is "reward", not buying and selling. Of course, the motivation for reward can be.

I may think that your writing is really good, but I may also think that you have worked hard and give you some money to eat. In short, this mechanism can make media people happy for a while, but it can't continuously improve their enthusiasm, because after the novelty has passed.

After that, the number of people willing to reward will naturally drop sharply, and the sense of free will will still prevail.

A more advanced form is to do paid reading. This model is more selective in professional and content production fields, such as finance and economy.

Areas with high thresholds and difficult access to information are easier to implement. Moore Finance is a typical case. Moore Finance once had an article called "Analysis of the" Wind Mouth "of the Stock Market of the NPC and CPPCC", and the price was 188 yuan, which was just half.

Days, more than 500 people bought it, and the income exceeded 654.38+10,000 yuan. It is this mechanism that makes many authors on Snowball go to Moore Finance.

Another simple and easy way to realize paid reading is in-depth reporting or non-fiction writing. Its careful investigation and unique analysis can attract some high-quality readers, and readers' willingness to pay is higher than general content. It is almost impossible for ordinary media people to write such content, which is often the work of traditional senior media people after transformation.

Generally speaking, it is not difficult to reward the media, but it is unsustainable. Most of them cannot make ends meet, and the mode of paying for reading is unrealistic for most of them. In the final analysis, the content from the media is still not professional enough and not deep enough. Perhaps only when there is so much junk information that everyone can't stand it will the truly valuable knowledge be clearly priced for sale.

Third, from media+e-commerce.

Media-driven e-commerce, social e-commerce, community e-commerce and other terms are not unfamiliar to China people who love to play with concepts. Whether it is the rise of small and beautiful projects such as "Eating China", "Eclipse" and "One Article", or Ali's big move to invest in Weibo and build his own business, it seems that the combination of media, socialization and e-commerce has become an effective way to solve the rising cost of traditional B2C customers.

The basic logic of this model is to attract fans through high-quality content, and then sell their own products through soft text.

Different from traditional B2C, media-driven e-commerce does not sell things directly or promote sales naked, but brainwashes you, forms stickiness, and then sells goods to you unconsciously. Traditional e-commerce is to a great extent

It is just a commodity, with brands, people and stories hidden behind it, and media-driven e-commerce just fills this short board and puts people and brands in front of the product. Take the self-media "Tea King Man Xin" of tea as an example. get through

Constantly sharing tea knowledge, tea ceremony and lifestyle, holding various tea parties offline has attracted many fans who love tea and pursue life, and then exporting interesting soft articles to promote their own tea brand-Xiaocha Popo.

Wang Xin, a tea man, opened up a new path in the dead tea market.

However, it should be pointed out that media-driven e-commerce is not something you can do if you want to do it:

Suitable for this model are often those products with low frequency and high customer list (artworks, handicrafts, goods that need tasting), such as One Piece, which everyone is eager for. Although it doesn't sell luxury goods,

However, it is extravagant enough. The main consumers are young ladies who eat and drink, or young artists who support petty bourgeoisie. Generally speaking, it is difficult for media people to bear this long-term non-hair category. On the contrary, general high-frequency fast-moving consumer goods

If you do it with media thinking, you will often die miserably, because doing media and content requires a lot of manpower, material resources and financial resources. With this leisure time, it is better to run more channels and find more people to brush the bill.

Media-driven e-commerce has very high requirements for content. Content that can bring sales transformation and even brainwashing function is by no means a simple chicken soup for the soul or a joke, selling cute and selling cute (of course, not excluding all kinds).

● Forcing network celebrities to capture a large number of young people on the 15 line). For example, "Chihuo China" is a standard media-driven e-commerce, founded by gourmet Shu Qiao. The first thing they started doing was videos and dramas.

No more than 10 minutes, talk about a local food or local products, and the style is like the advanced version of China on the tip of the tongue. According to its insiders, the cost of such a film is above 50W, which is obviously not an ordinary diaosi.

I can afford it. But on the other hand, the benefits brought by such a huge investment are also obvious. In 20 14 years, the sales of only one category of zongzi exceeded10 million.

Generally speaking, if you want to play e-commerce from the media, you must first think about whether you have enough money in your pocket, because you need to spend a lot of money from the media stage. You should know that the founder of "One Food" is a rich family, "Eclipse"

Sean, who wrote this story, has his own film studio. If he has no money, he can get the investment of Fantasia like China. Secondly, from the media, I want to think about what I want to do, which is to a great extent.

Beyond the ability of the media. After all, whether it is a media-based e-commerce or a sentimental e-commerce, it will eventually sell things. Just being an agent can't show your height and literary talent, but you will still meet it if you want to develop yourself.

For all kinds of trivial issues, the complexity is far more than being a media.

However, an idea of media-driven e-commerce is still worth trying, that is, to make a platform, collect enough traffic through content, and then distribute it to various small and beautiful businesses on the platform. At present, Etsy, Bottica and other foreign giants all use this model to sell all kinds of handmade works and works of independent designers, but it is still rare in China, and one or two of them are dead.

In short, the time for the media to turn to media-driven e-commerce is not yet mature, or what can be done is just tinkering around the edges, which is difficult to achieve. After all, the consumption level and shopping habits of Chinese people still stay in Taobao, and the products with low frequency and high customer list have not yet become the mainstream. Personalized demand does exist, but it is also extremely dispersed, and the convening cost is very difficult for a media.

Fourth, from the media +IP

The highest form of profit from the media is IP operation. The so-called IP must have the characteristics of multi-platform, multi-content and multi-media, but at the same time, it closely revolves around a core brand and connects the complicated content with a unified spirit.

From the perspective of more successful IP classes from the media, there are two main types. One kind is called "Saving Unhappiness", such as "Never Imagine" and "Dior Man", which mainly bring happiness and technical content to people through entertainment and spoof.

Low, sticky, fans say they don't buy it, such as the recent ten million movies; One is called spiritual opium, and Luo Ji's thought and Wu Xiaobo's book club are both such representatives. They often use the banner of intellectual output.

No, cater to those who are desperate for success. To a great extent, this type of self-media is an advanced version of Liu Yimiao and other successful masters. You know, success is the greatest demand of China people, and the success of trafficking is of course.

The enterprise with the largest market capacity.

Among them, Luo Ji's thinking has undoubtedly made the media to the extreme and constantly broadened the scope of IP. From the earliest talk show video program to the later community building and e-commerce operation, Luo Ji's ideas are "cordial, interesting and informative"

As a core concept, it captures many hearts eager for success. If we want to transform the media into IP, the founder must have a certain personality charm (karis Ma personality) and can poke the hearts of fans. Chi Mei and Luo Zhenyu had three relationships.

After a day's contact, I found that he would mold himself into an extreme liberal, who likes to speak in a positive tone, push the truth to the extreme, challenge traditional thinking and express himself in extremely vivid language.

But I also like to argue with others. Many people with poor judgment are easy to take the bait and become followers. In this sense, IP like Luo Ji's thinking has some religious significance. social organization

Members regard Luo Zhenyu as a deity, and the words "Luo Pang said" are often mentioned.

If you also have this potential, you certainly have the opportunity to work hard in the IP direction, but most people will give up halfway, because for the audience, you are not brave enough, interesting enough and informative enough. Therefore, IP-based self-media is really not something diaosi can play, and diaosi plays the role of "powder head" (the head of fans) at most.