Deciphering short video content Ecology: Papi sauce keeps making money like this.

category:Internet
 Deciphering short video content Ecology: Papi sauce keeps making money like this.


In the near future, more and more content distribution platforms are starting to start the MCN strategy. Micro-blog started the MCN service platform two years ago, butted management to provide commercial cash, data analysis and other functions. NetEase news media NetEase platform also launched the MCN function at the end of last year, which will open access cooperation of MCN institutions in various vertical fields. And a number of MCN institutions, such as new film field, Ho Xian Fu, TV, and ivy culture, are also gradually mature. In the process of snatching IP in their own running horses, it has also been favored by the capital. So in the current short video content industry chain, the power of MCN is gradually emerging. So what is MCN exactly? What are the best forms of cooperation between the platform and the MCN? What are the modes of short video creation? Will there be a new opportunity to enter the office in the future... What is MCN? MCN (Multi-ChannelNetwork) is a floating concept, and the publics eyes began to be attracted by Disney, who bought Youtubes largest content maker MakerStudios for $500 million in 2014. In China, MCN is the next tuyere? In the article, the MCN is interpreted as an organization that combines the content of PGC and guarantees the continuous output of the content under the strong support of the capital, thus realizing the stable and stable business of the business. In China, based on the magic TV developed by the new field community, the onion video from the office series, and the transformation from PGC to the content matrix, he has entered the MCN field. At the same time, the NetEase, micro-blog, the beauty pat and other platforms have also launched their respective MCN strategies. Therefore, the MCN and platform play differently, and the understanding of MCN concept is quite different. As a platform, Tian Hua, vice editor of the NetEase media, believes that MCN is the leader of the short video PGC production, the continuous content producer, the continuous commercial organization, and a content ecology of the big platforms and the content producers through various ways. Beauty Pats vice president is able to explain the concept of MCN with the organizational model of nethong economic company. MCN can see it as a net red economy company, with some short video enthusiasts in this company. When they have grown up to need to be professionalized and commercialized one day, MCN is a very professional organization. Help them take the way farther. In short, MCN is the institution that professionalized the power of socialized grassroots creation. According to TVCOO Li Qiang, it is particularly appropriate to use empowerment to describe MCN. For those producers who do not have the energy to connect millions of video producers one by one, MCN can play a role in integrating industry content producers. For businesses, they can save time and effort in selecting content production. MCN is a good helper and helper. Different from the traditional MCN companies from abroad, they focus more on the industry from a fine perspective. CEO Yin Xingliang, the founder of the new film field, says the new film field manages a lot of short video content brands, but its not doing the red mans economy, but thinking and exploring the industry from the idea of running a self media brand called short video. What is the relationship between the MCN and the platform? The most healthy relationship between MCN and the platform is to be able to symbiotic, promote and develop together. The platform gives more traffic and resources to MCN. MCN attracts more users with its excellent and powerful content. But there are also some problems in the middle, such as whether the fans are deposited in your IP or deposited on the platform. How can we deal with this symbiotic relationship in a more healthy way? In this regard, Tian Hua said that MCN is a very short video cooperator on the NetEase news platform, so the NetEase as a platform for the rights and interests of the two aspects of the MCN will give a lot of let, whether the rights of the operation and even the rights of our products and technology are given to them, we are more of the service providers. The role of thinking about what kind of products and technology is more suitable for MCN to present their content, to build bridges between users and producers, even the rights of product technology. Talent explains the relationship between the two from three aspects. From the point of view of the content production, MCN is a very important partner of the platform, which can help to improve the professional growth of the waist and head like people in the platform, and better do the operation and commercialization of the fans. From the content consumption point of view, the content of the MCN production can be supplemented to the content of the platform, in addition, The creation of future short video will be more and more individualized and single, and MCN can plan better content based on the features of the platform. From a commercialized point of view, the advertiser will be able to regularise all the links, maximize the value and reduce the complex operation of the platform in the process of the MCN. At the same time, MCN relies on its own daring matrix, which can generate more additional value. As a MCN institution, Liu Fei stressed that the way of cooperation between MCN institutions and platforms has changed a lot. In the past, when the whole network is distributed, it will cooperate with each platform, distribute it and operate averagely. There is no emphasis, but now it is fine operation. The company will match the more focused platform according to each red person, every program, every field, and make the value of the internal capacity more effective. Therefore, he believes that only the close cooperation between the platform and MCN institutions can make the development of the short video industry healthier. In addition, Yin Xingliang added that the platform is an ecological role, but not the public think that the point of doing point subsidies is ecology, the real ecology is a self balanced state. Especially for a platform company, the good ecosystem is not to think clearly about what to do, but to figure out what to do. What are the ways to realize MCN platform and short video users? CP signed MCN institutions not only to get traffic, but also to earn money. After such a long time in the MCN concept, the whole industry is concerned about how the MCN platform and short video users are realized. Li Qiang summed up the four sources of the realization of short video enterprises from the experience of TV operation: first, the income of ToB. B end customers are increasingly aware of how good the effect of short video marketing is, and the proportion of this launch is getting higher and higher; second, ToC revenue. Simply speaking, it is the income from fans and users, whether they are doing business or paying knowledge, as long as fans spend money, they can get part of this income. Third, content production. In the next few years, the income of IP will be higher and higher, on the one hand, the large platform will be divided, on the other hand, because of the production of a large amount of original content every day, so that there is a lot of material can be reused, then the transaction of this part of the material is also slowly formed. Fourth, consulting service. Helping those with less productive peers to make short videos, or help young people who want to do short video to make operation and marketing logic and play the way into the industry, that is, this part of the income comes from peers. The commercialization of short videos can be said to be very mature and can be said to be very immature. Yin Xingliang said that the commercial maturity of short video is shown in short video at present with its own traffic and content value, flow value and marketing value, so short video wants to earn money is still very easy, that is, it is very mature to make commercialized commercialization of advertising. The immaturity of the commercialization that can not be scale now lies in the fact that there is no model of scale and commercialization now. The existing model is not to support the real scale, so that a content company can achieve the level of billions of income. But Liu Fei added that the future is also very likely to run other commercialized models in the short video field, but to explore a standardized and scale commercialization model is definitely the innovation of MCN, content and platform companies to innovate on products and interact with users. Is there a chance for a new entry? Since the emergence of the concept of MCN in the previous year, it has attracted too many people to enter the industry, so there are no grass-roots and UGC opportunities in the future of short video, if any, what kind of opportunity will it be? I think the content industry will always be a hundred flowers, and there will always be new and good content producers coming out. Yin Xingliang believes that this industry will always give new creators opportunities, and they only need to copy the content. Liu Fei suggested that the new informer should first select a scarce category, then work in the key content platform, and finally join the MCN. Li Qiang agrees with this view. He believes that MCN has proved to be a very good booster now. Joining a MCN is a shortcut. Talent shows that the spring of UGC has finally arrived in the Internet industry for 10 years. Therefore, he suggested that practitioners should seize three trends: first, the most head; the second is to do the crowd stratification, in a certain field, the beauty, food, fitness to achieve the highest; third, based on the social creation of UGC. There is no need for 10 thousand people to dance with me, he said. If only 1 hundred people dance with me, I will satisfy my subjective well-being. Tian Hua believes that UGCs potential is full of infinite imagination. Source: NetEase science and technology report editor: Hou Wei Cheng _NT4124 Liu Fei suggested that the new informer should first select a scarce category, then work in the key content platform, and finally join the MCN. Li Qiang agrees with this view. He believes that MCN has proved to be a very good booster now. Joining a MCN is a shortcut. Talent shows that the spring of UGC has finally arrived in the Internet industry for 10 years. Therefore, he suggested that practitioners should seize three trends: first, the most head; the second is to do the crowd stratification, in a certain field, the beauty, food, fitness to achieve the highest; third, based on the social creation of UGC. There is no need for 10 thousand people to dance with me, he said. If only 1 hundred people dance with me, I will satisfy my subjective well-being. Tian Hua believes that UGCs potential is full of infinite imagination.