Platform status
Watermelon video in 2019 reached 131 million monthly activities and 50 million daily activities. The predecessor is the headline video embedded in the end of today's headline app, and the brand was upgraded to watermelon video in 2017, and its traffic source is mainly both the end of today's headline app and the independent app, so the operation strategy and crowd analysis suitable for headline is also applicable to watermelon video.
Competitors/counterparts
Watermelon video's direct domestic competitors are B station and Baidu's good-looking video. The other to feel a variety of "number" should be clear, headlines (today's headlines / watermelon video), Baike number (Baidu / good-looking video), Penguin (Tencent video / QQ watch point, etc.), the big fish (Youku / Tudou / UC), AqiyiYi number, a little number, Sohu number, NetEase number, interesting headlines number. ......
Cash Mode
One of YouTube's most popular policies for creators is its "ad share" model, which pays creators a certain amount of money per thousand plays. The first thing that you need to do is to get your video played on the platform, and then you will have an income, so you don't have to think about other modes of realizing your income, such as selling goods or receiving orders, and you can concentrate on your content!
This model is also the current class of watermelon video platform (including a variety of "No.") the vast majority of the creators of the source of income, in addition to live, columns, streaming, business single and other modes will certainly have, just a different proportion of the later will be detailed.
Creator attributes
Based on the above description of the main sources of income, therefore, to the watermelon video-based content authors, basically only study the rules of the platform and how to shoot a good video to earn a good platform flow advertising share of the money, there is not a lot of commercialization of the operation (most of them do not understand or do not have the appropriate resources), the vast majority of individuals are still creators and small studios.
Business atmosphere
Now the situation is also slowly changing, Zhang Yiming also said in early 2019, to improve the platform creators of non-flow share of income, in short, let the author to make money.
The platform side also allows the operation of various fields and templates to guide creators through video, live broadcasts, communities and even one-on-one guidance, the degree of friendliness of which is simply rare. But the overall business atmosphere, compared to platforms such as Jittery, fast hand, or a far cry!
Merchant role
Merchants in the main role of watermelon video, one is to cast infomercials, this does not need to be said, with Baidu, jitter sound are very similar, we know more than me!
The second role is to open their own account, do IP, shoot video, do live, sell goods, sell services, diversion, this will be an example later!
Originally, there should be a role for brands or merchants to directly look for advertisements, but the status quo is that at present, watermelon video in the commercial value of the public business has not yet been recognized, and very few brands or merchants will be placed in the watermelon video above the ads of the Darren alone!
So, it is also a message to everyone, if you consider doing account in the watermelon video above to do Darren, the way to realize the temporary first do not think too much about receiving advertising this mode!
User Profile
Official or third-party data platforms have actually come up with some user profile data, but I don't think it's quite accurate, and the following description is purely based on empirical judgment and does not guarantee accuracy. At present, the user profile of watermelon video (including today's headline app entrance) is mainly below 18 years old and above 30 years old, and there is a lack of people between 18-28 years old who have the most potential to consume, especially women.
But watermelon video, which aspires to become China's YouTube, is certainly not willing to recognize or accept this status quo, so the platform especially hopes to be able to produce the appropriate content creators stationed there, and is willing to give support resources.
So if you want to play watermelon video, choosing 18-25 year old women as potential users could be a forward-thinking strategy, but of course it could also be difficult to make it work or make it big because of the small user base.
Selecting 18 or 30 years old and above, the market space is larger, more opportunities in the field, the competition is relatively large! This depends on personal choice. Anyway, there are always waves that die on the beach, and then there are people who can eat the first wave of crabs!
Video Requirements
1. original content, horizontal screen shooting (16:9), length of 1 min or more;
2. high picture quality and clarity, lens stabilization, no obvious jitter, good reception, no noise
3. post-production is perfect, subtitles, commentary, soundtracks, packaging
4. real people appearing in the scene of a strong logo, real shots, there are Memory point
2, the realization mode of earning the money of the platform
Where does the money come from
Watermelon video will be the merchant ads on the platform, through the system to match, put to the app in various positions, including before and after the video or account of certain recommended position, therefore, will be part of the profit of the ads according to the number of times the display is divided into a certain percentage to the creators.
This is relatively simple to earn, but at the same time is also very restricted by the platform, one day watermelon video a unhappy, reduce the cost of CPM (more likely) or simply do not give money (less likely), as the creators, can only accept!
Since this income model is relatively simple, so it is suitable for working people to carry out side business or personal content creators, the initial monetary investment is relatively low, and does not require a very large team, only need to study their own video content creation and platform rules every day, do not have to spend extra energy to consider other cash modes or complex operations.
Of course, for some organizations, the matrix operation is also perfectly fine, after all, the field is well chosen, more fans, more accounts, the team operation will naturally have more cash opportunities. And, the video can be directly distributed to the other platforms mentioned in the first part, including B station, good-looking video, Penguin, Big Fish, Aikiye, etc., more or less can earn an additional income!
Here to talk about a concept that is profitable playback, just recently updated rules, that is, if the user jumps out before 10 seconds, even if there is counted in the total playback, but also is not counted in the revenue, this to play the people, have to pay attention to.
History of change
Handling: this is the path of development of each platform, just the class of watermelon video platform, the initial stage of handling also has a flow share, when a variety of machine software automatically collects major platforms article video, automatic production content, automatic release, simply with the same as picking up money, although there is no jitterbug book single number so crazy, but it is also a bucket of gold made a lot of people. Of course, at present for the watermelon video, this kind of play has been the past tense!
Second editing/mixed editing: the use of network material, after the second editing and processing, plus (original) manuscript and voiceover, the specific video quality depends on looking at the richness of the video material and the originality of the manuscript, readability, this there are still a lot of people doing it, just the platform has been suppressing the mixed editing of the address bar.
So, even if there are small partners want to play, the official advice is: have their own narration, as well as their own thinking logic of the work, rather than simply put together! Of course, this kind of content model, if you make it big, will involve a copyright issue, this everyone will have to weigh for themselves.
Live shooting original: original works on watermelon video (other platforms consistent) have more traffic and revenue tilt, the usual definition is by the creator of their own shooting or production of content, such as real people out of the real video, probably in 2017 and 2018, a lot of batch reproducible video content, extremely ubiquitous, the most typical is the life of the small trick. Of course at the moment these accounts with overly crude content are basically struggling to survive or make much money.
Heavy IP persona heavy fans: this is the most important direction of the last two years of watermelon video, from the point of view of the creators, but also the direction of the most potential for development, first of all, in the platform flow share of the income piece, the same thousands of times to play, fans of the earnings, will be non-fans play 3-50 times. And, in addition to this piece of income, there will be more opportunities to make money, the third part will give examples.
Popular areas
We all know that today's headlines is from the third, fourth and fifth-tier cities, user groups over 30 years old, so the "three rural" field to become the most widely known category of watermelon video is a natural thing, around the theme of the three rural food, life, daily life, catching the sea, etc. are the most popular content, this part of the creator, this part of the creator, the most important part of the video, is the most important part of the video, the most important part of the video, is the most popular part of the video. This part of the creators, but also the current watermelon video on the more profitable group of people.
Based on the above description of "user profile", we can also conclude that in addition to the three rural areas, the popular areas are food, games, entertainment, movie and TV commentaries, and a "square dance" that I would never have thought of! The others are content that is popular with both men and women, such as pets.
There are a few other platforms that I'd like to add to the list, but the user profiles and content of Good Looking Video and Interesting Headline are basically the same as Watermelon Video, so it's fair to say that Good Looking Video is basically following in the footsteps of Watermelon Video at this point in time.
Aqiyi number, penguin number, big fish number, etc., basically by the parents and children of children and entertainment film and television to cover half of the mountain. All other content for young and old is definitely Ok too.
But in addition to the popular areas, I would recommend that you choose your own specialty or career or profession related areas to go into, even if it is niche, but the success rate is definitely higher!
For example, in the case of such a scarcity of young women, there are just as many beauty accounts that are able to make traffic and open stores to sell their goods; there are also square dances, fishing, and a variety of other niche categories.
Division of labor
The ideal team is surely each position corresponds to a person, each in their own way, but for many who have just entered the industry, or the company to carry out new business team, certainly not very realistic, so there is a simple configuration of the following:
One person: the model of the whole package, operation + choreographer + filming + appearing on camera + editing, suitable for individuals to carry out the side business or just enter the industry new! The newcomer to the industry!
Two people: this is a team with an account of the lightest model, one is responsible for the content, one is responsible for the operation, editing, if the requirements are not high, to see who is available who is responsible for the first time I started to enter the profession, it is with my daughter-in-law, two people like this partner.
Team Matrix: If you follow the two-person model above, an operator can be responsible for 2-4 numbers, depending on the degree of refinement of the operation; and a person can appear on 2 accounts, of course, if the content requirements are relatively high, a person is responsible for an account, it is already very strenuous.
Operation
Selection: selection of topics for a video of the importance of the degree do not need me to say, we all know very well, and here briefly say a few points: must be consistent with the account positioning; shooting their own good and interested in the content; in their own field of deep plowing, make depth and differentiation; and even customized content for fans.
Which in the same field to make differentiation, this is a crucial point, because the watermelon video for video content check, than jittery fast hand is much more strict.
Title: the title of the watermelon video is crucial, to a large extent, can affect the flow of the video, because the headline's recommendation mechanism will be based on the title/cover image/video content to extract the key information, to recommend to different users, which only the title to the form of text, so the importance of the degree of conceivable.
But watermelon video on the title of the control is particularly strict, if there is sensitive vocabulary, before the release of the system will basically identify, and, for the suppression of the title party, the technology has been very mature, so we play the watermelon video, in the title or have to spend some thought.
Here are a few tips: moderate word count (24-28 words is good); generally take two-paragraph or three-paragraph; with a question or rhetorical question to guide the user to think; more use of the actual meaning of the noun and the exclusive field of the noun;
Cover: the cover picture is one of the key factors in the system to extract information, but also the video is recommended by the system out, the viewer first see the screen. Viewers first see the screen, the cover of a video, almost occupies half of the phone screen.
And because there is no full-screen immersive cover like Jitterbug, it is more important to attract viewers to click on the cover to enter the video.
Here are a few tips: separate production is recommended; clear, bright light; exaggerated and eye-catching, reflecting the essence of the video embossed words; eye-catching and good-looking real-life scenes; unified design standards, the establishment of visual labels.
Video earnings: just now we talked about in the watermelon video release video is profitable, but not 100%, at present, only through the real name authentication of the headline number, through the today's headline app, watermelon video app, headline pc page (the most commonly used) of the three channels of release video, there will be earnings.
Emphasize one point, through today's headline app shoot small video button release video, there is no gain. Then, there are factors affecting the earnings of the video such as content quality/originality/volume of playback/length of content consumption, etc. So far, there is no very clear statement indicating that the platform has a fixed price per unit (earnings per 1,000 playbacks), and it varies from field to field/account to account.
But in general, the higher the volume of plays, especially the higher the volume of fan plays, the earnings are definitely positively correlated.
3, realize the mode of earning the user's money
Live appreciation
This mode is introduced from other pure live platforms, in the jittery sound is also very common, to the game live and music value of the talent category of live, this mode I'm not very familiar with, do not say more. But did not say more does not mean not make money, on the contrary, from a game layman's point of view, in addition to the head of several major game live platform authors, in the watermelon video to do short game video + live, can earn money, may really not less than the other platforms, it is recommended to do the game of the big brother can be focused on consideration!
Paid column
August 12, 2019, the headline paid column to adjust the division strategy, in addition to the platform and the author agreed otherwise, the author will enjoy 60% of the share of revenue. It is designed to help quality creators improve their ability to realize content and encourage more people to participate in it.
Paid columns I think is a headline a very good product, for the knowledge of the type of content creators or team, is simply a gospel.
Before this module to do better team, basically in the WeChat side of the service provider, such as thousands of chat Lychee microcourse small goose pass and so on, but these have a very obvious problem point, is that he is only responsible for providing a platform, unless you have the resources can be exchanged with the platform of the traffic, or else you have to find their own again to find the traffic.
Today's headlines are different, the release of paid columns with the release of articles and videos, the system is automatically recommended according to the content of the automatic matching to the appropriate user, to solve the problem of many excellent teachers excellent course no initial traffic pain points. Of course, can the user to pay money to buy, this is the problem of the back operation.
Paid column on line only one year, to November 2019, paid lecturers exceeded 10,000 people, paid users more than 5 million, total annual income exceeded 300 million yuan, the main areas contain emotion, parenting, science and technology, finance and economics, education, workplace, law, culture and other directions, relying on the today's headline recommendation mechanism, recommended channels, personal home page, micro headlines / free graphics / small video / live and other channels, the column content can be better distributed and promotion, the birth of Auntie fruit parenting, Song Junsheng lawyer, Ahao chess, jerk pig little sister and other star columnists.
And, it is said that in 2020, the headline paid columns also provide 10 million incentive money for new column authors, tens of billions of dollars of flow support and official training, many newbies can have official operators teaching, this treatment, is simply free to teach you to make money, so that is, for the knowledge of the content creators, is indeed a good opportunity!
Short video + live streaming + attraction with goods
According to the characteristics of headline consumers announced on the scene of the Headline Vitality Conference at the end of 2019, today's headline consumers have a balanced gender ratio, and both men and women like to "pull grass" in headline.
From the point of view of age group and purchasing preference, the main force of consumption is the mature users over 30 years old, and the goods of 100 yuan to 500 yuan are the best-selling. We have our own program to test this level of spending, and there's nothing wrong with it!
Watermelon video can be inserted into the video or live broadcast of selected alliance, Taobao alliance and other platforms to earn commission, but because of its own scene of the model and user consumption habits, as well as the user volume of the problem, it is difficult to compare this model with the jitterbug commission model.
On the contrary, if it is to go short video + live e-commerce, their own account to do their own with goods, there have been a number of mature cases worthy of reference. Here are a few common models
Agricultural products source:
The main agricultural products source is watermelon video's first attempt at e-commerce theme, and one of the earliest and most famous is the Guangxi's "Qiaowu 9 sister", at that time (2017) watermelon video's live e-commerce is still immature, basically relying on the short video + micro headline (headline similar to microblogging), the short video is not a good example of this. Micro headlines (headlines similar to microblogging products) in the band goods, nine sisters to do e-commerce in the first month, in eight days, sold nearly 70,000 pounds of oranges, *** 400,000 turnover;
The next month, sold 200,000 pounds of oranges, a total of *** 1.5 million or so turnover. In the past 2019, through short videos, nine sisters **** counted more than 12 million pounds of agricultural and sideline products recommended for sale, with an output value of more than 34 million yuan.
Today's headlines / watermelon video to do with goods have a function is particularly powerful, that is, micro headlines, coquettish nine sisters to make the most of this function, before observing the time to find that the account can send 20-30 micro headlines every day, the reading volume of each can be in the 100,000, several hundred thousand or more, this is a spend very little effort to get a huge flow of channels, but also directly to the headline shop or cupboards. With the headline store or window Taobao link, equivalent to the energy you send microblogging dynamics and circle of friends pictures, you can achieve the effect of bringing goods.
In summary, in the countryside to shoot food short video is the coquettish nine sister account of the initial method of increasing the powder, but also spend the longest time and energy, and then with the watermelon video micro headlines and live bandwagon function more and more perfect, these products also provide a great auxiliary role, a combination of all three, making the nine sister's fans sticky especially high!
This is also the reason why watermelon video can carry goods, a fan through the text, video, live three different forms of content to understand you as a person, once the degree of trust is established, it is very likely to follow in the long term!
In addition to the coquettish nine sisters, watermelon video three farmers authors have a lot of short video + live + with goods to do a particularly good, including the type of men walking in the countryside (last year, the watermelon play cruise ship to share the team said that there have been 20 + of the three farmers account matrix, are mainly with goods), small six engage in the wild, the countryside, and so on, the fragrance of the soil and so on.
In January, I saw the watermelon video official number sent 2019 watermelon farmers inventory, there are already more than 30,000 three farmers creators in the watermelon video above the video, do live broadcasting, with goods!
Factory/brand/source:
After talking about the first batch of e-commerce beneficiaries of watermelon video, let's talk about the most recent watermelon video, frequently breaking the record of a single live broadcast with goods, the two creators "beauty sister said" and "hard goods brother", the most recent watermelon video, frequently breaking the record of a single live broadcast with goods. Last month (February 23), Shanghai Rolai Home Textiles and "beauty" to carry out a live broadcast, the first battle is successful, 17 million fans of the "beauty" said "the highest popularity of the night live reached 1.57 million, a single transaction amounted to 4.65 million yuan, single transaction The single volume broke 20,000.
17 million purely from the point of view of the amount of fans, in the watermelon video is far from ranked, although this data is less official in order to set a benchmark to the resource support, but also enough to show that the watermelon video is with a certain imagination space!