The second half of the content platform: a long -lasting battle to retain the creator

Source | Tech Planet

Wen | Zhai Yuanyuan

When the first short drama video was released in Kuaishou in 2020, "one Lu" may not predict that in the future, she will witness or even set off the short drama golden age of the entire short video platform in the future.

With the sweet pet short drama "This male lead is a bit cold", "One Lu" won the best short drama heroine of the year in 2021, creating the first short drama record of more than 1 billion playback volume. In front of Zhuyu, after that, "One Lu" adapted the role of the heroine in Tencent Animation's adaptation of the short drama "Thousand Degree Phoenix", and once again successfully created a phenomenon -level explosive short drama. Now, "Ruhua in full swing" starring a Lu has only exceeded 100 million playback volume. It has become the "box office" queen of the fast -handed short drama.

Under the blessing of traffic, the "one Lu" also opened the road of live broadcast and cargo, becoming an anchor with both traffic and can bring goods. With the flow of short dramas, her live broadcast room GMV rose along the way, rising from tens of thousands to millions in a single game. Data show that during the Spring Festival, the cumulative GMV data of the "one Lu" live room reached about 15 million.

Picture Note: Short drama creator "One Lu"

Now, in addition to the two roles of the actor and the anchor with the goods, there is also a title. The "Adeer" brand manager, this is a original clothing brand that belongs to her. At this point, the "one Lu" has successfully completed the traffic migration from short drama actors to clothing brand owners, and freely switch between content and e -commerce. Successfully became a benchmark for fast -handed short drama creators, and participated in the Kuaishou Guanghe Creator Conference on behalf of the short drama creator. Earlier than the three executives of Kuaishou, the first one on the stage shared his growth story on the fast hand.

"One Lu" is just one of the representatives of many high -quality creators. In fact, in the past two years, more and more creators have risen in fast hands and become the backbone of fast -handed content. Their satisfaction with the platform directly becomes the key to the second half of the content platform. In order to better serve the creators, a few days ago, Kuaishou held a optical creator conference in Lijiang to upgrade from multiple dimensions such as policies, services, and products.

In this conference, the fast hand brought not only a new solution, but also the creator -oriented attitude. As Wang Jianwei, senior vice president of Kuaishou and the head of the main station business, said, "In the fast hand, not only the user is our old iron, but also the creator is also the old iron."

It is difficult to increase the powder, and the creator is eager to increase stability

Become a creator, the first proposition in front of you is to find a topic.

With the series of videos of "You You Have seen 4 am" and "Experience One Hundred Life", Li Wawa, a documentary creator of more than 3.2 million in fast -moving fans a year, in the video she shared "One Blog Most Trip of Daily" Zhong revealed that in the past year, I have not slept once a year, and I went out at one o'clock in the morning. The shooting was over at five in the morning. Stay up late and want to inspire, shoot videos overnight, no matter what yesterday's data, the next day, everything was clear. The creation inspiration is exhausted. Almost every creator will face pain.

Illustration: documentary creator Li Wawa.

In addition to inspiration, the number of fan growth and video playback has also become a string stretched in every creator's mind.

The sand painter has 695,000 fans in Kuaishou. Although it is not as fast as Li dolls, he also gets a lot of fast -moving old iron love through his own sand painting works.

In her top video, two sand paintings related to the Olympic athletes reached 348,000 and 442,000, respectively. Her sand painting video "Only this green and green" has even been reposted by CCTV.

H c told the TECH Planet that after she was naked in 2014, she began to learn sand painting creation after the naked work of the previous stable work. Sand painting was highly unified in career and interest. Her sand painting creation is quite smooth. The first sand painting work that officially entered the teacher has received a lot of attention on social media.

The creation cycle of sand painting is not short. The original sand painting takes about one month. Many of the two -creation sand painting takes half a month, so the monthly sand painting output is not high.

In her opinion, the creator's concern for account data fluctuations can be understood. These things are indeed the most direct motivation to make people feel stable, happy, and get a sense of security. But she has passed the stage that needs to be anxious for traffic. In addition, sand painting creation can continue to bring her considerable business monetization. Right now, she cares more about Sha painting creation to benefit him and bring more spiritual comfort to others in the society.

But she will also care about the playback volume of her work in the fast hand, and cares how to adjust the way so that more people can see more.

Regardless of whether it is 还是 or Li doll, the creators at different stages have almost showed consistency in the creative dilemma, that is, the desire for continued long -term creation and the basic disk of stabilizing their own traffic.

Upgrade of photosynthesis plan: Give money to flow

Different platforms have different tone. Some sand painting works are hot on other platforms, and it is likely that there is no big water on the fast hands. After entering the fast hand last year, she said that she would often communicate with the fast hands to express the operating difficulties she encountered. The communication video did not get further spread, and what places need to be improved.

The fast -handed operator will analyze it for her. The user's habits are used by the users of the Kuaishou platform, and the user is more inclined to read short reading. Videos of more than 3 minutes may soon be left. Sand painting video is longer, and the expression of short video platforms needs to match shorter and fast content. Therefore, I will think about it and edit a more short -length sand painting work for the fast -handed version. After the adjustment, the content of explosive sand painting that conforms to platform tone continues. Kuaishou is not not noticed by the creator's concern.

Wang Jianwei, the person in charge of Kuaishou's main station business, said at the optical conference that traffic and monetization are the two core issues facing the creator. The essence is how the creator from creation to continuous creation, from support to continuous operation.

Wang Jianwei said that they had discussed inside, and finally the consensus was that the first thing to do the platform was to do well in matching and rules. That is to make users who like to see content match more accurately with the author who can create good content, and at the same time can turn it into a rule and mechanism to tell everyone. Do not let the creator go in a dark and chaotic world.

The second thing is to let more new creators and small and beautiful creators be discovered and seen. The third thing is to allow creators to get rewards, not only "power generation for love".

In fact, Kuaishou has optimized and upgraded many times in the content ecology in the past two years. Before 2019, Kuaishou almost did not do anything to interfere with the operation of users. After that, Kuaishou upgraded from only the negative management of the community to the comprehensive opening and positive operation. It not only tilted and supported some platforms that good content and creators.

The most typical achievement of the operating is that Kuaishou has created a rich and diverse characteristic content: short dramas, entertainment, sports, pan -knowledge, agriculture, farmers, recruitment, real estate, etc. Under each vertical class, there are many high -quality head content and high -quality anchors.

As Wang Jianwei said, fast hands seem to be iterating from "interesting" to "useful". "Our platform is breeding and seeing more and more new connections. Through some more meaningful post -link services, everyone will go closer and more valuable. "

In addition to the support of this year's photosynthetic creator conference, it emphasizes services in addition to support. This may also be a symbol of more refined operations. At the meeting, Kuaishou even announced that it would develop an independent app for the creators. Let the creators know what content on the platform is on fire and what content can make money in the future. The creators' questions and challenges can be solved in the shortest time.

In addition, Kuaishou also upgraded the previous photosynthesis plan, and took out one billion cash and 100 billion traffic subsidies to the creator throughout the year. It matched different personalized incentive tasks for different life cycles of creators.

Whether it is developing the creator app alone, upgrading the photosynthesis plan, all kinds of actions are actually pointing to the same purpose: Kuaishou hopes that through more standard services and more attractive policies, so that the creator on the fast hand can obtain more stable growth, thereby reconcying the platform with the platform Go further together.

For fast hands, content producers are the core of the content platform. The booming of the platform is inseparable from the content and links created by the author. The investment of the creator will also nurture the fast -handed community ecology in the future.

Content platform competition password

Although the original intention of the creator's creation is not necessarily realized, the quality of realization undoubtedly largely affects how far the creator can go and loyalty to a platform.

The founder of an MCN agency participating in the optical meeting told the TECH planet that it is difficult to increase the powder through content. The most concerned is whether it can make money and continue to make money.

Kuaishou needs to prove his monetization ability to the creator outside the service.

At present, the main monetization methods of fast -handed creators are mainly live broadcast, e -commerce, advertising, and payment content.

Several executives of Kuaishou announced some monetization data outward at the conference. Wang Jianwei said that in 2021, 20 million creators made money in fast hands, and the total revenue in the past six months increased by 25.3%year -on -year.

In contrast, this number is not low. The first quarter of the 2022 financial report showed that a total of 1.1 million UPs received income at station B during the quarter.

The number of fast -moving people is growing steadily. According to the data shared by Gao Yamemei, the person in charge of the fast -moving magnetic engine brand marketing, at the current data of 1.7 million Kuaishou entered the magnetic gathering star, the number of monetizations reached 195%, and the number of brand Fangshang singles increased by 200%.

Specific to subdivided types, short video creators' order volume increased faster. Last year, it increased by 332%, and the order volume of live creators increased by 201%. Creators with low fan bases (less than 500,000 fans) have increased by 600%.

In addition, the monetization of creators is increasing. Ma Hongbin, the person in charge of Kuaishou Commercialization, said that two or three years ago, I talked about the monetization of the creators. The more of the creators had some different sources of income sources outside the business list and live broadcast. In the past two years, it is clear that no matter in e -commerce or other fields, more and more creators are in addition to the content of the content and use the content to directly monetize, and many creators directly enter the entire operation.

For example, the combination of live broadcast and industry has formed live recruitment and live broadcasts, which has expanded new revenue methods for the anchors.

E -commerce business also allows more creators to achieve income. The person in charge of the fast -handed e -commerce business revealed that the number of people selling for fast -handed e -commerce has doubled every month. The sales of the market refers to the number of people who sell the goods, which means that in the past year, the old iron and creators have made money from the fast hands through e -commerce. In the past, Kuaishou's realization efficiency was not the highest in the industry, but at present, the income growth rate of experts in the fields of commercialization, e -commerce, and payment content is very fast, and the growth space of this part is still very large.

Today, Kuaishou has once again carried out related upgrades and subsidies in several major businesses related to creators. The fast -segmenting proposal proposes to help 1 million promoters' e -commerce income from 0 in the next year. The magnetic engine launched the wheat plan and Xinghai plan, hoping to allow more creators to receive the brand's business list.

Through a series of upgrades, fast hands are expected to leave more creators on their own platform. Kuaishou has always been known for its user stickiness. According to Wang Jianwei, in 2016, there were 10,000 fans in Kuaishou. Today, more than 70%are still active in fast hands. There are more than 80%of the creators of 100,000 powder. 94%.

In the end, the content platform competition is actually a competition for "people". The platforms keep these people on their own site as much as possible. The platform solves the problem of monetization that the creator cares about, and undoubtedly mastered the competition password in the second half.

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