I want to "borrow the golden eggs", which platform number makes the media really make money?

Author | Chen Ying

Some media platform numbers have tens of millions of fans but cannot be realized, but some can win through?

Under the requirements of the main army to enter the main battlefield, the various third -party platform accounts have become an indispensable part of the media. Which platform numbers have made the media really taste the sweetness?

In early September, the media Tea Society dialogue Guo Hongchao, deputy editor -in -chief of the Economic Observer, Sichuan Observing CEO Yue Xueyuan, Director of the Beijing News Platform Operation Department, Yin Meiling, Director of Qilu Evening News Deputy Director of Party Daily Rong Media Center.

Which platform numbers have made the media make money?

In the 9th year of the media integration, "borrowing ships to the sea" has become an important way for the main force to enter the main battlefield. On the one hand, the mainstream media has the needs and mission of occupying the mainstream public opinion position. On the other hand, in order to ensure the richness of content production, various platforms It is also constantly throwing olive branches to attract mainstream media to settle in.

In addition to the standard "two micro -shake and one fast", many media have opened more than a dozen various platform account numbers, such as the Qilu Evening News. ; As of June 2022, the Beijing News opened more than 260 platform numbers.

With so many platform numbers, is the media making money or making money? Which platforms are "golden nests" for the media?

1. WeChat is the most important monetization platform

In the Economic Observation Daily and Qilu Evening News, the WeChat public account is the platform number with the strongest monetization ability.

"The official WeChat public account of" Qilu Evening News "has revenue over 5 million yuan in the first half of this year." Yin Meiling, director of Qilu Evening News, Qilu Yilian Double WeChat Division, shared that "the public account can be realized through influence, or user realization can be realized through user realization. , Can also be realized through the industrial chain. "

"The main way to monetize WeChat is text advertisements, patch advertisements, and currently explore the division of traffic advertisements." Guo Hongchao, deputy editor -in -chief of the Economic Observation News, said that the main operations are currently operating "Economic Observation News". , Cover the WeChat public account matrix in vertical fields such as real estate, automobiles, book reviews, and configure the independent editing team. "The editorial department selects the best manuscript to supply the main number every day. In the daily assessment and year -end assessment Very high. "

"This is determined by the market, and the enterprise recognizes WeChat." The deputy director of a provincial party newspaper Rong Media Center in Central China told the media Tea Society that the WeChat ecology can carry the long -tail and depth content of the media, which has obvious advantages in this regard. It is understood that the media has opened more than ten accounts on third -party platforms such as WeChat, Weibo, Douyin, Kuaishou, and video number, but the most recognized by the market is the WeChat public account.

2. Two micro -monetization capabilities are stronger than short video platforms

"At present, Weibo and WeChat monetization capabilities are stronger than short video platforms such as Douyin and Kuaishou." This sentence of Jia Yiming, director of the operation department of the Beijing News, is more than 260 platform numbers and 280 million fans of the Beijing News. Verify results.

According to him, the Beijing News has explored the realization of channel advertising, online large -scale planning, new media products, and own IP columns. As of now, the proportion of operating income on the new media side of the Beijing News has exceeded 60%. Among them, Weibo and WeChat contributed the greatest.

3. Completion of the entire platform, full link

Although most media feedback short video platforms have weak ability to monetize, some media have played the momentum of "winners".

"Relying on integrated marketing, each platform number can make money." Sichuan observed CEO Yue Xueyuan said that Sichuan observation has formed a full -chain integrated marketing of "creativity+planning+copywriting+publicity+execution", mobilizing each mobilization each The platform's advantageous resource participation, not relying on a certain account to monetize.

Why are some platforms "Golden Wo"?

Why do some platforms see "Golden Wo" in the media? Some platforms are just "losing money and making money". What are the reasons behind?

1. High support and friendship, not participating in division

Guo Hongchao believes that strong WeChat monetization ability is related to platform positioning, platform policies, and support for the media.

WeChat has done a lot of work in the original protection of content, encouraging the content creators to monetize through the influence of the content, and only regulates and restrained the acts of violations and regulations. For various infrastructure provided, the media can accumulate its own private region flow.

"The most important thing is that the platform encourages the commercialization of content creators. There is no unrestrained mentality of‘ you ca n’t see others making money. ’, The media can concentrate on making fans and influence to achieve realization." Guo Hongchao said.

2. Highly controllable autonomous and controlled, not driven by the algorithm

"The media is not troubled by algorithms on the WeChat platform. It is a relatively controllable platform number. And the current logic of the WeChat video number is relatively friendly," said Jia Yiming.

"The amount of fan quantity, opening rate, and fan stickiness of the media public account are directly proportional to the economic benefits." Jia Yiming summarized in one sentence: "As long as the planning is well planned and can impress users, the advantages of the media accumulation will be It can be fully reflected in the effect of commercialization. This requires the media to strengthen the planning creativity, planning ability, and improve content quality. "

3. High openness, which is conducive to deep communication

Weibo is also one of the channels for media monetization. As a Weibo of an open social platform, it is conducive to the explosion and content dissemination of the topic, and the Weibo platform is longer than the graphic, which is more beneficial to the media that is good at in -depth content.

On the other hand, as the media go deep into the main position of the Internet, the process of seeking commercialization is also a process of playing with the platform. If you want to "borrow eggs", you must also see the "true face" of the platform. 1. Some platform monetization depends on traffic delivery tools

Although the short video users have reached 962 million today, the short video changes are also the industry consensus. The reason is that on the short video platform driven by algorithm, the commercial results depend on the traffic delivery tools such as "shake". Pay purchase traffic can obtain accurate exposure and interaction. For media agencies, it is difficult to invest in traffic under the requirements of social benefits priority and economic benefits.

2. Some platforms only want to let the horses run from the horse to eat grass

"You give me exclusive news, I make your number influence." Have you ever eaten the cake of the platform?

The person in charge of a media will be bitter to the media tea. "Some platforms only want the media to do content and never mention commercialization. If the media does not have any possibility of commercialization, we invest in such a large manpower and energy to achieve economic benefits? Even where does the manuscript come from? "

"Content producers opened their numbers on some platforms. Many times, only the reading volume cannot be realized. This is a loss of money in the era of melting media. If the platform cannot support the realization of the media, there will be no effort to provide high -quality content to this platform in the long run. This model cannot be continued. "In Guo Hongchao's view, the media has now entered the operation stage from simply pursuing influence to the operation. House media's pour speaker. "

3. Some platform winds are overburs

"Some platforms that support the commercialization of the media have to collect the" toll ", and some are as high as 30%." The person in charge of the above media said helplessly that on individual platforms, most of the income of the media's commercialization must be given to the platform, and even soups are all soups. No drink.

Four moves give the platform number to give birth to "golden eggs"!

Each platform has its own rules and tones, and the user characteristics are obviously different. The gameplay is different, and the idea of ​​monetization is naturally different. The media wants to use the "golden nest" to produce "golden eggs". What are the methods?

1. Both large and vertical categories

Guo Hongchao concluded that there are two distinctive features that can monetize media platform numbers. First, the original brand power, influence and credibility of the media can be moved to the platform well. Doing the platform number is equivalent to making its own media well. However, many platforms just want the media to contribute to its traffic, and do not want the media's brand power and influence to take root on their own platform; the second is that vertical account is an opportunity for media breakthroughs. In the torrent of information, the media must be good at being good at The fields make long boards longer, which attracts a group of loyal readers.

"To monetize the platform number, it is necessary to set up different tuning accounts according to the characteristics of different platforms, and produce different contents to conduct distinction operations. This requires clear system planning and strong operating team support." Yin Meiling It is believed that only if these are done, the platform number matrix can exert greater value, thereby providing better support for monetization.

2. Content, operation of both hands

Yin Meiling proposed that the media wants to rely on the platform number to monetize, which requires content and operation to catch them.

Content production needs to be completely user -centric, and adheres to the continuous creation of value for users. When the user and the account gradually establish a high degree of trust, the core user base is formed. The more core users, the stronger the value and vitality of the account. This also provides a good user base for subsequent monetization.

At the same time, the media also needs to do matrix operations. The operating model of industry accounts and regional accounts is driven through the official account, which supplements each other, try to provide customers with multi -level service space to improve the realization level and total amount.

For example, the official account of the Qilu Evening News multi -positioning news comprehensive account is mainly to make large brands and content influence, while providing monetization channels. The trumpet is relatively flexible. In addition to the output content and value, some customized services are also performed.

3. Explore business innovation

"The Qilu Evening News WeChat public account all the operations from the user's needs point, connecting and combining content and dissemination through the way of user love, and re -production." This is the "neither overdrawn user trust, which Yin Meiling has found. The method of serving customers well and standing for money. " "We have explored platform numbers such as implantation, flow division, commission, knowledge payment, live broadcast, platform subsidy and other platform numbers."

Earlier this year, the WeChat public account of Qilu Evening News made a knowledge competition for a certain department in Shandong Province, which not only drove income more than 500,000 yuan, but also increased nearly 200,000 WeChat fans.

4. Monouning from single number to the entire case marketing

"Eggs cannot be placed in the same basket," the reason for the realization of platform numbers is also the reason.

"Media institutions may encounter bottlenecks if they rely on a single account." Yue Xueyuan analyzed that just like any brand marketing will not only be put on one platform, it must be strategically conducted by different vertical users and different platforms. In the combination, the media cannot restrict itself in a certain field in the platform, but to lay out the platform number to combine the entire marketing link.

Taking a brand activity as an example, Sichuan observed the integration marketing of omni -channel resources. The event covered more than 10 live broadcasts online and held an activity ceremony.All media such as matrix numbers are exerted.In the end, it brought over 400 million exposure and watched more than 30 million people live.The Beijing News is also exploring the economic value brought about by the marketing marketing, including the production planning on the content side, as well as the implementation of channel publicity, planning, and implementation.

For example, the 18th anniversary of the 1821 "Zheng Youth" series of video planning, according to the overall videoization strategy of the newspaper, highlight the presence of IP, and the activities have comprehensively covered the entire platform matrix of WeChat, Weibo, and video numbers. As of November 2021, the total is alwaysThe reading volume exceeds 110 million times, and at the same time, business and copyright cooperation has been achieved.

Which platform does your media have the most realized platform?Welcome to leave a message to interact ~

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