The China network copyright industry development report (2018) published in April 23rd shows that the short video industry has achieved a rapid growth in 2017, with a user scale breaking through 410 million people, up 115% over the same period. In short video market, user traffic and advertising value burst, and the short video market will exceed 35 billion in 2020. How is the short video industry profitable? Advertising is still the main realization of the idea. Reporters interviewed several practitioners found that the quality of the platform and the quality of the short video content determine the quality of fans, advertisers give the price is also different. The average price of the vibrato ad is 2.5 cents / powder. A person in the industry said. In this calculation, the owner of millions of fans will receive an advertisement price of about 25 thousand yuan. Can short video become net red and make big money? Up to now, relying on advertising profit is the treatment that can be enjoyed by the head sprinter. Many sprinter can not find the dilemma of advertisers. To solve this problem, many of the heads of net red are behind MCN operators. In the past two years, the volume of short video has explode, but only the broadcasting head of the head can be realized smoothly, and it can achieve annual revenue of 100 million units. The realization of the above shoulder is not smooth, but there is a lot of room for improvement. This is an important reason why the industry can not thrive. Li Hao, the Martian culture, says Li Hao. A journey of pulverized powder Shoot a day, 60 thousand a day, net red, a month, millions of fans. Its not difficult to harvest millions of fans in a month. Wang Bowen said that a lot of red hot overnight, but no new things, the speed of the loss of fans is beyond imagination. On the morning of April 3rd, the Yueyuan, playing the running - leg bear on the morning of the tremor, found that the number of her fans rose to more than 60 thousand from 68 from the previous day, which was only 4 days after she uploaded her first video in March 29th. Yueyuans run leg bear trembling accounts are mainly funny. At present, she has nearly 300 thousand fans and 70 million total playback volume. At that time, I felt that it was very loud and I wanted to try and play, but I didnt expect fans to go up so fast. For professional short video producers, it is not difficult to harvest millions of fans in a month. I started to do the shaking platform at the end of 12 last year, and the fans reached 1 million in one month. Dalian old dampness Wang Bowen, a short video creator, told reporters that a number of representative works and some high quality and high sticky fans have been accumulated, and it is relatively hard to rely on the old platform to do fans and quality content to make new powder. We only spent a month from 0 to 1 million fans on the jitter, and one million to two million fans only did two months, he said. Alex, co-founder of Pu Jie Fang culture and media company. I started from the media since 2011, and Pu Jie Fang has also been famous on other platforms, such as the WeChat public number, so at the end of 2017, we invited us and gave us some flow support at the end of 2017. However, when the number of fans increased to more than 3 million, Alex found that the absorption of powder slowed down. We used to have over 700 thousand fans in one video, but from the beginning of April, our fans increased from 3 million 50 thousand to 3 million 300 thousand. I found that the algorithm for shaking videos on popular videos is based on the amount of fans. For example, we have about 3000000 fans now, if I want to get on the hot spot, maybe the amount of play to a certain amount or a certain amount of praise and forwarding to a certain proportion will be systematically identified as a hot video, and to push up. And if you only have tens of thousands of fans, you may point to ten thousand or more, the system will be considered a hot content, and will help you continue to recommend. Alex said. For example, a video of a passerby walking in the street to escape the falling objects to see the people reacts on the street, with 97 thousand praise, and 1 million 116 thousand praise for the same video of an ordinary user. In fact, each platform has algorithm function, first of all, fans account for a part of the base, after half an hour, according to the conversion rate of the work to recommend, high conversion rate is often recommended. Wang Bowen said. Over the years, I have seen many short videos of people jumping red overnight and too many people getting angry. This industry is very realistic. If you dont get something new, the speed of the fan loss is often beyond imagination. Even if the video is sent again, the attention will be reduced, the whole IPs heat is not as good as before, and some even harder to turn over. The quoting price is higher than the headline, and a fan is 2.5 cents. The number of fans determines the amount of money that most players can receive. This is the direct embodiment of the ability of short video creators to cash in. According to arrys 2017 China short video industry research report, there are three main routes for commercial cash conversion in short video industry: content implantation, e-commerce and user payment. Advertising includes content embedding, video placement and information flow advertising. Electricity providers include Taobao customer online store mode and self brand e-commerce. User payment includes user content reward, single content user pay view, platform member value-added service payment and so on. In Li Haos view, nearly 90% of the broadcast owners are suitable for advertisements, 10% for electricity providers, and 1% for users. Some of the short video players actually made money through electricity providers. For example, nGs cat ran a Taobao snack bar in February 2017. Unexpectedly, its turnover was over 1 million on the day of its opening. But it is understood that most of the main source of income is advertising. At present, some vertical numbers can receive 3 cents / powder ads in vibrato, but what I do is the content of Pan entertainment, and I want to play twenty percent off. Alex told reporters. In fact, the advertising price of vibrato is fluctuant overall, from 1 to 3 points, but the average is 2.5 cents / powder. A short video practitioner revealed. According to the IT times, the MCN agency Dayu network is shaking the quotation in March, and an ad a Zen monk is 250 thousand yuan, and the school sister is 150 thousand yuan; the quick hand KOL resource quotation, Shangguan knife an ad quotation of 550 thousand yuan. At present, the number of one Zen monk is more than 13 million, and the advertising price is 2.5 cents / powder according to 10 million of its fans in March, which is in line with Alex and others. According to the quality of the platform and fans, the price of advertising is also different. Li Hao said, the highest single user quality platform, for example, may be B station, its users stickiness and watching time are high, and some beautiful UP owners are very powerful, so maybe you have more than 10, 000 fans at the B station where the advertiser will find the door. And micro-blog and other platforms to get the favor of advertisers may require more fans. Wen Lu (the pseudonym) of the short video self media in Beijing is mainly a headline today, he said, 4 million fans headlines, advertising quotes at about ten thousand yuan, the advertising quotation for the headline is not as good as shaking the pitch. Wen Lu told reporters, when I was shaking the voice on the line, I judged it to live only by the end of 2017. I didnt put too much energy on it, and I didnt think it was a phenomenal product. When I want to enter, there is already video content similar to mine on this platform, so the communication effect is not very ideal. At present, the main source of income of Wen Lv is the support funds provided by the platform. Now almost all platforms have the support of self media practitioners, most of them are flow support, and a few are financial support, such as the headlines, enterprise number and big fish number. Wang Bowen said, as far as I know, if the headlines are running well today, we can get 10 thousand to 20 thousand yuan a month with support funds and then some ads. Operation path MCN helps red men absorb powder realisation, 90% head net red sign MCN According to a report by AI, more than 90% of the head net redheads in China have signed contracts with MCN. MCN has become one of the ways that the current Internet users can quickly absorb powder and realizable. It is understood that at present, the main way for the net red master to quickly absorb powder and realizable is to sign MCN institutions. Wen Lu explained that MCN originated from YouTube. It is a mature foreign economic operation mode of net red. Its essence is a product form of a multi channel network. It combines the content of PGC (professional content production) and guarantees the continuous output of the content under the support of capital, thus realizing the stability and transformation of the business. In China, MCN combines the way of operation of the United States and the mode of brokerage company, and is more like the agent of net red master. That is to say, as long as the MCN is signed, the sprinter can concentrate on creating content and deliver the package and marketing, promotion and realisation to MCN. At the same time, MCN can cooperate with the platform, nurture and incubate the main users, and use the platforms traffic to help users grow. At present, the short video platform such as jitter, beauty pat and so on have launched the MCN strategy. According to a reporters MCN TOP list published in April 2nd, it will analyze the data on a regular basis, summing up the three awards of the most popular TOP5, the pulverized supernova (the fastest) and the largest number of video fighters. For these winners, the trembling sounds will give their account the next level of one - level traffic support, while the most broadcast will get the popular prerogative. Reporters found that the above list hosts MCN agents. In this list, the big V skew Nut Research Association, which plays 119 million of the two weeks, is behind the wow technology. Behind the nGs cat is the antler bear culture, and a Zen Buddhist monk is behind Dayus network. The biggest attraction of MCN to broadcast owners is traffic support. On the Internet, a formal version of MCN cooperation mode shows that the MCN organization is divided into three grades according to the different grades, of which the conditions of the lower three level MCN include 5 original accounts, 50 video produced in the month, and more than 3 million of the main platform account number. And the corresponding support includes new admission account number cold start flow support, commercial cash flow help and so on, and the highest level of the first level account support includes popular activities to know the rights ahead of time, shakes voice privileges function priority application and so on. I must praise a friend of mine in a friend circle in MCN. when I talked to him in MCN, I said that if you had a flow of content, I said that he would break millions of fans in 16 days. Another MCN agency official said, just signed a net red, in the jitter of a video, got 1 million points praise, increased by more than ten million fans. Media reports said that in the current MCN institutions, the voice tried to sign an exclusive agreement. As long as fans are above 1 million, in addition to providing replacement of resource exposure, jitter ensures that more than 3 advertisements are received each month, and the bottom fee is 5000 yuan. Ai Rui consulted the 2017 China net red economic development insight report, which shows that over 90% of Chinas head net red signed with MCN agency. Realistion More than 90% of short video producers do not have independent liquidity? A short video practitioner told reporters that as far as he knows, over 90% of short video creators do not have the ability and opportunity to independently obtain advertisers. The industry believes that for the short video industry, liquidity is the first pain point. In the short video industry chain, apart from MCN agencies, various intermediary platforms also play the role of middleman. At present, the short video industry does exist in a state of information asymmetry. What we do is to help broadcast owners to get advertisements and do business realisation content planning. We will analyze which forms of advertising are suitable for buffeting, we do not want low quality short video content to hurt the brand, and do not want the net red seeding owner to receive low quality advertising, and the advertisement must be distributed around the owner of the sowing owner. Red pepper is easy COO Wang Lei said. Li Hao believes that for short video industry, liquidity is the first pain point. Advertising cash is stuck and can not scale. Only a small number of customers will choose to try to cooperate with internet content on the basis of no data support. The short video practitioners who contacted reporters rarely satisfied their advertising revenue no matter how many fans they had. At present, there are many fans of public numbers less than us, but advertisements are more than us, because they are more vertical, so their liquidity is stronger. At present, the ads on the flick are not as standard as those on the public numbers. They are also more prevalent because there are media players and personal players. Some personal players are faster and more happy when they know that they can still receive advertisements, even if they are low in price. Alex said. What I do is related to the heroic alliance, and sometimes a number of hosts see my video to find me to help me to publicize the drainage cooperation and give me 200 yuan red packets, I think it can be accepted. There are 300 thousand fans on the jitter, and the big bang in Beijings senior four is telling reporters. The problem of warming and LV encountered is more serious. At the moment, there are less than 10 people in my team. Without signing a MCN, my earnings just can cover the cost of video production, but its hard to make a profit to make money. Because I do not hire people to do business, no advertisers themselves to find, most of our current advertisers are friends push over, less independent. As a matter of fact, more than 90% of the short video creators I know now do not have the ability and opportunity to independently obtain advertisers. In my opinion, the content is not good enough, the accumulation of fans is not enough to cash in, it is difficult, although the surface looks, the industry is very profitable, but the income gap between the main and head below the waist is still relatively large. Most people dont get a lot of income. Wang Bowen bluntly. I have tried to make a short video of my net red anchor, but the result is not very good, and the money is too slow. The founder of a live network red incubator told reporters, live directly from the audience can get benefits, but short video wants to make money to receive advertising, it takes time to accumulate fans, the cash cycle is too long, I tried several times, the effect is not very good. In Li Haos view, the domestic short video industry still has much room for development. At present, the commercial value development of domestic short video platforms is far from that of the United States. There are 9 million fans, 1 billion playback, and 2 million 500 thousand US dollar advertisements on YouTube. But not in China, this is due to the domestic short video platform, not a single big, technical system and foreign differences, on the other hand, it is also related to the consumption capacity of Chinese and American consumers. Although there are some regulatory policies, I am still optimistic about the future of the short video industry. Wang Lei said. Beijing News reporter? Luo Yi Dan Intern Yang Ting. This article source: Beijing News Editor in charge: Bai Xin _NT4464 I have tried to make a short video of my net red anchor, but the result is not very good, and the money is too slow. The founder of a live network red incubator told reporters, live directly from the audience can get benefits, but short video wants to make money to receive advertising, it takes time to accumulate fans, the cash cycle is too long, I tried several times, the effect is not very good. In Li Haos view, the domestic short video industry still has much room for development. At present, the commercial value development of domestic short video platforms is far from that of the United States. There are 9 million fans, 1 billion playback, and 2 million 500 thousand US dollar advertisements on YouTube. But not in China, this is due to the domestic short video platform, not a single big, technical system and foreign differences, on the other hand, it is also related to the consumption capacity of Chinese and American consumers. Although there are some regulatory policies, I am still optimistic about the future of the short video industry. Wang Lei said.