Platform status quo

In 20 19, the monthly activity of watermelon video reached 1.3 1 100 million, and the daily activity was 50 million. The predecessor was the headline video embedded in today's headline app, and the 20 17 brand was upgraded to watermelon video. Its traffic source mainly comes from today's headline app and independent app, which is suitable for headline operation strategy and crowd analysis, as well as watermelon video.

Competitive products/benchmarks

Watermelon video is a good-looking video of bilibili and Baidu. Other "numbers" should be clear to everyone, such as headline number (today's headline/watermelon video), Baijia number (Baidu/good video), Penguin number (Tencent video /QQ watch) and so on. ), Big Fish (Youku/Tudou /UC), Iqiyi, 1, Sohu, Netease, and Interesting Headline. ...

Liquidation mode

One of YouTube's most popular policies for creators is its "advertising sharing" model, which pays a certain fee to creators every thousand times. Simply put, as long as your video is played on the platform, you will have income, and you can concentrate on making content, without thinking about other monetization modes such as selling goods/taking orders!

This model is also the source of income for most creators of watermelon video platforms (including the above-mentioned "digital"). In addition, various modes such as live broadcast, column, drainage and business list will definitely exist, but the proportion is different, which will be discussed in detail later.

Creator attribute

Based on the main sources of income mentioned above, therefore, the authors who mainly create watermelon videos basically only study platform rules and how to make good videos in the early stage to earn a good share of platform traffic advertisements. There are not many commercial operations (most of them don't understand or have corresponding resources), and most of them are individual creators and small studios.

Business atmosphere

Now the situation is slowly changing. Zhang Yiming also said at the beginning of 20 19 that to increase the non-traffic income of platform creators, simply put, let the authors make their own money.

The platform also allows the operation of various templates in various fields, and guides creators through video, live broadcast, community and even one-on-one way, which is rare. But the overall business atmosphere, compared with Tik Tok, Aauto Quicker and other platforms, is still far from it!

Businessman role

The main function of merchants in watermelon video is advertising information flow. Needless to say, this is very similar to Baidu and Tik Tok, and everyone knows better than me!

The second function is to open your own account, do IP, shoot video, do live broadcast, sell goods, sell services and drain, which will be illustrated later!

Originally, brands or businesses should have the function of directly advertising people, but the current situation is that the commercial value of watermelon videos has not been recognized by mass businesses, and few brands or businesses will put advertisements of people on watermelon videos alone!

So it is also a message to tell you that if you consider making an account on watermelon video, don't consider the mode of receiving advertisements for the time being!

user portrait

Official or third-party data platforms actually produce some user portrait data, but I think it is not accurate. The following explanation is purely empirical and does not guarantee accuracy. At present, the user portraits of watermelon videos (including today's headline app entrance) are mainly below 18 and over 30 years old, and the people with the most consumption potential, especially women, are the most lacking.

The watermelon video that aspires to become YouTube in China is definitely unwilling to admit or accept this situation. Therefore, the platform especially hopes that creators who can generate corresponding content will settle in and are willing to give support resources.

Therefore, if you want to play watermelon video, it may be a forward-looking strategy to choose women aged 18-25 as potential users, but it may also be difficult to do or expand because the user base is too small.

Choose 18 years old or over 30 years old. The fields with bigger market space and more opportunities are more competitive! This depends on personal choice. Anyway, waves will always die on the beach, and then someone can eat the first wave of crabs!

Video requirements

1. Original content, shot in horizontal screen (16:9), and the duration is longer than1min;

2. High image quality, stable lens, no obvious jitter, good radio effect and no noise.

3. Perfect post-production, subtitles, commentary, music and packaging.

4. Real people appear in the camera, with strong signs, real shots and memory points.

2. Earn money from the platform by realizing the model.

where is the money to come from?

Watermelon video will put the advertisements of merchants on the platform in various positions of the app through system matching, including some recommended positions before and after the video or the account. Therefore, the profits of these advertisements will be distributed to the creators in a certain proportion according to the number of exhibitions.

This is relatively simple to earn, but it is also subject to the platform. When a watermelon video is unhappy, it will reduce the cost of CPM (more likely) or not give money at all (less likely). As a creator, you can only accept it!

Because this income model is relatively simple, it is suitable for professionals to carry out sideline business or personal content creators. The initial investment is relatively low, and there is no need for a huge team. You only need to study video content creation and platform rules every day, and you don't have to spend extra energy to consider other monetization modes or complex operations.

Of course, for some organizations, matrix operation is completely no problem. After all, with good selection, many fans and many accounts, team operations will naturally have more opportunities to realize. Moreover, videos can be directly distributed to other platforms mentioned in the first part, including Beep Beep, Watch Video, Penguin, Big Fish, Iqiyi, etc. How can you earn more and earn less?

There is a concept here, that is, the profit broadcast volume. The recently updated rule is that if the user jumps out before 10 seconds, even if it is included in the total broadcast volume, it is not included in the income. Pay attention to those who want to play.

History of change

Handling: This is the only way for the development of each platform. It's just a video platform similar to watermelon. In the initial stage, there is also traffic sharing in handling. At that time, all kinds of machine software automatically collected articles and videos from various platforms, and automatically produced and published the content. It's like collecting money. Although it is not as crazy as Tik Tok's book list, it also makes many people earn a bucket of gold. Of course, for watermelon video, this kind of gameplay is a thing of the past!

Secondary editing/mixed editing: using network material, after secondary editing, plus (original) manuscript and dubbing, the specific video quality depends on the richness of video material and the originality and readability of the manuscript. Many people are still doing this, but the platform has been suppressing the mixing of the address bar.

Therefore, even if some friends want to play, the official advice is: have your own interpretation and your own thinking logic, not simply piece together! Of course, if this content model becomes bigger, it will involve a copyright issue, and everyone should measure it by themselves.

Real shot original: original works have more traffic and income inclination on watermelon videos (consistent with other platforms), which are usually defined as the content shot or produced by the creators themselves, such as real shot videos of real people appearing in the mirror, which are about 20 17 and 20 18. A lot of video content that can be copied in batches is extremely rampant, and the most typical one is the coup of life. Of course, at present, these accounts with too rough content are basically difficult to survive, or they can't make money.

Pay attention to IP people and fans: this is the most important direction of watermelon video in the last two years. From the creator's point of view, it is also the direction with the most development potential. First of all, the platform traffic is divided into revenue, and the revenue of fans will be 3-50 times that of non-fans. Besides this income, there will be more opportunities to make money, which will be illustrated in the third part.

thermal field

As we all know, today's headlines start with users over the age of 30 in the third, fourth and fifth tier cities. Therefore, it has naturally become the most famous watermelon video category in the field of agriculture, rural areas and farmers. Food, life, daily life and catching the sea around the theme of agriculture, countryside and farmers are the most concerned contents. These creators are also a group of people who make more money from watermelon videos at present.

Based on the above description of "user portrait", we can also draw that besides agriculture, countryside and farmers, there are also hot areas such as food, games, entertainment, film and television reviews, and there is a "square dance" that I never expected! Others are all things that men, women and children can eat, such as pets.

By the way, add a few other platforms here. The user portraits and content tonality of good-looking videos and interesting headlines are basically the same as watermelon videos. It can also be said that good-looking videos are basically following watermelon videos at present.

Iqiyi, Penguin, Big Fish, etc. Basically, it is arranged by parents and children's entertainment films. Other content suitable for all ages must also be Ok.

However, in addition to hot fields, I also suggest that you choose fields that you are good at or are related to careers and majors. Even if you are a minority, the success rate is definitely higher!

For example, in the case that young women are so scarce, there are also beauty accounts that can create traffic on them and open stores to sell goods; There are also square dances, fishing and so on.

division of labour

The ideal team must have one person for each position, each with his own duties, but it is certainly not realistic for many teams who have just entered the business or started new business in the company, so there are the following simple configurations:

One person: all modes, operation+director+shooting+appearance+editing, suitable for personal sideline or just starting a business!

Two people: This is the lightest mode of teamwork. One is responsible for content, and the other is responsible for operation and editing. If the requirements are not high, it depends on who is free. When I first entered the business, my wife and I were partners like this.

Team matrix: according to the above two-person cooperation mode, one operation can be responsible for 2-4 numbers, depending on the degree of operation refinement; And a talent can appear in two accounts. Of course, if the content requirements are relatively high, it is already difficult for one person to be responsible for an account.

run quickly

Topic selection: I don't need to say the importance of topic selection for a video. Everyone knows that. Here are a few points: we must be consistent with customer orientation; Shoot what you are good at and interested in; Deeply cultivate in your own field, make depth and differentiation; You can even customize the content for fans.

Among them, the differentiation in the same field is very important, because watermelon video is much faster than Tik Tok Aauto in checking video content.

Title: The title of watermelon video is very important, which can greatly affect the video traffic, because the headline recommendation mechanism will extract key information according to the title/cover picture/video content and recommend it to different users, among which only the title is presented in text form, and the importance can be imagined.

However, watermelon video is very strict with the title control. If there are sensitive words, the system will basically recognize them before releasing them. Moreover, the technology of suppressing the title party is very mature, and everyone still needs to spend some time on the title when playing watermelon videos.

Here are a few tips: the number of words is moderate (24-28 words is preferred); Generally, two-stage or three-stage type is adopted; Use questions or rhetorical questions to guide users to think; Use more practical nouns and exclusive domain nouns;

Cover: The cover picture is one of the key factors for the system to extract information, and it is also the first picture that the audience sees after the video is recommended by the system. The cover of a video occupies almost half of the screen of a mobile phone.

And because there is no full-screen immersive cover like Tik Tok, it is more necessary to attract viewers to take the initiative to click into the video through the cover.

Here are a few tips: it is recommended to make it separately; Clear and bright light; Exaggerated and eye-catching, reflecting the essence of the video; A compelling real-life scene; Unify design standards and establish visual labels.

Video revenue: Just now, we said that publishing videos in Watermelon Video is profitable, but it is not 100%. At present, only headline numbers that have passed real-name authentication will be profitable through today's headline app, watermelon video app and headline pc-side webpage (the most commonly used).

Emphasize that there is no gain in publishing videos by shooting small video buttons through today's headline app. Then, there are some factors that affect video revenue, such as content quality/originality/broadcast volume/content consumption time. So far, there is no clear statement that the platform has a fixed unit price (revenue per thousand plays), and each field/account is different.

But in short, the higher the broadcast volume, especially the higher the fan broadcast volume, the income is definitely positively related.

3. Earn users' money through mode realization.

Live appreciation

This mode is introduced from other pure live broadcast platforms and is also common in Tik Tok. Mainly live games and live musicians. I'm not familiar with this model, so I won't say much. But not saying much doesn't mean not making money. On the contrary, from a layman's point of view, except for the head authors of several major game live broadcast platforms, the money you can earn by playing short video+live broadcast on watermelon video may really be no less than other platforms. It is suggested that big players who play games can focus on it!

Paid column

201August 2, 9, 19, the headline paid column will be adjusted to share the strategy. Unless otherwise agreed between the platform and the author, the author will enjoy 60% of the share income. It aims to help high-quality creators improve their ability to realize content and encourage more people to participate.

I think the paid column is a very good product for headlines, and it is simply a boon for knowledge content creators or teams.

The teams that have done well in this module before are basically service providers on the WeChat side, such as Qian Chat Litchi Micro-course Goose Biography. But there is an obvious problem with all these, that is, he is only responsible for providing a platform, unless you have the resources to replace traffic with a platform, you have to find traffic again.

Today's headlines are different. Publishing a paid column is the same as publishing an article video. The system will automatically recommend matches to the corresponding users according to the content, which solves the pain point that many excellent teachers and excellent courses have no initial traffic. Of course, whether users can pay the bill is a problem of later operation.

The paid column was launched only a year ago. By June 20 19, 1 1, the number of paid lecturers exceeded 10000, the number of paid users exceeded 5 million, and the total annual income exceeded 300 million yuan. The main fields include emotion, parenting, science and technology, finance and economics, education, workplace, legal culture and so on. , it depends on today. Recommended channels, personal homepages, micro headlines/free pictures/videos/live broadcasts and other channels, the content of the column has been better distributed and promoted, and star columnists such as Guo Menjing, a lawyer, chess and cards, and Sister Piggy have been born.

Moreover, it is said that in 2020, the headline paid column will also provide/kloc-0.0 million bonus, 10 billion traffic support and official training for new writers of the column, and many novices can have official operators to teach them. This kind of treatment is simply to teach you to make money for free, so it is really a good opportunity for knowledge content creators!

Short video+live broadcast+drainage with goods

According to the headline consumers' characteristics announced by the headline vitality conference at the end of 20 19, today's headline consumers have a balanced gender ratio, and both men and women like to "pull weeds" in headlines.

In terms of age group and purchasing preference, the main consumers are mature users over 30 years old, and the products from 100 yuan to 500 yuan are the best sellers. We have our own project to test this consumption level, no problem!

Watermelon video can also be inserted into video or live broadcast with products from platforms such as Select Alliance and Taobao Alliance to earn commission. However, due to its own scene mode, users' consumption habits, user scale and other reasons, this mode is difficult to compare with Tik Tok's commission mode at present.

On the contrary, if you do short video+live e-commerce, make your own account and bring your own goods, there are already many mature cases worthy of reference. Here are some common patterns.

Source of agricultural products:

The main source of agricultural products is the first e-commerce theme of watermelon video, and the earliest and most famous one is "Qiaofu Jiumei" in Guangxi. At that time (20 17), the live e-commerce of watermelon video was still immature, and it basically relied on short video+micro-headlines (the headlines were similar to those of Weibo products) to bring goods. In the first month of Jiumei's e-commerce, she sold nearly 70,000 Jin of oranges in 8 days.

The next month, 200,000 Jin of oranges were sold, with a total turnover of about 6.5438+0.5 million. In the past 20 19 years, through short videos, Jiumei promoted and sold agricultural and sideline products120 thousand Jin, with an output value of more than 34 million yuan.

Today's headline/watermelon video has a particularly powerful function, which is micro-headline. Smart women and nine sisters make full use of this function. When I observed before, I found that this account can send 20-30 micro-headlines every day, and the reading volume of each one can be 65438+ million, hundreds of thousands. This is a channel that can get huge traffic without blowing off dust, and can directly bring links to headline shops or Taobao in the window.

To sum up, shooting short food videos in the countryside is the initial method to increase the account number of Joff's nine sisters, and it also takes the longest time and energy. Then, as the micro-headlines and live broadcasts of watermelon videos become more and more perfect, these products also provide great auxiliary functions. The combination of the three makes Jiumei's fans particularly sticky!

This is why watermelon video can bring goods. A fan knows you through three different forms of content: text, video and live broadcast. Once trust is established, it is very likely to follow for a long time!

In addition to the clever wife and nine sisters, the author of Watermelon Video, Agriculture, Countryside and Farmers also has many short videos+live broadcast+goods, which are particularly good, including Men Walking in the Country (last year, the sharing team on the watermelon cruise said that there were already 20+ accounts for agriculture, countryside and farmers, all of which were mainly goods), Xiaoliu engaged in outdoor activities, rural girls, the fragrance of the soil and so on.

65438+ 10 month, I saw the watermelon farmers' inventory of 20 19 issued by the official number of watermelon video. More than 30,000 farmers, farmers and farmers have made videos, made live broadcasts and brought goods on the watermelon video!

Factory/brand/source:

After talking about the first batch of e-commerce beneficiaries of watermelon video, let's talk about the two most popular creators of watermelon video recently, "Sister Meishuo" and "Brother Hard Goods". Last month (February 23rd), Shanghai Luolai Home Textiles cooperated with "Sister Meishuo" to launch a live broadcast, which won the first battle. "Sister Meishuo" with 1.7 million fans was the most popular that night.

170,000 Simply from the number of fans, watermelon video is far from famous. Although this data is indispensable for official resources to set a benchmark, it is enough to show that watermelon video has a certain imagination!