Is comparable to takeaway riders and online car drivers, how can the platform operate well?

In recent years, there has been a neglected air outlet on the Internet industry: from the public account "number" before and after 2013 to the later short video anchor to the net red anchor of Ruye and the sky ... Behind the creator who has made a lot of money continues ten Over time. Like the new economy such as online car and takeaway, the content industry has also changed the fate of millions of people.

At the 20.22 million Baidu Mobile Ecological Conference held on September 23, Baidu announced that the number of hundred creators has exceeded 5 million. What is the concept of 5 million creators? The Ministry of Transport has revealed that as of February 28, 2021, a total of 222 online car rental platform companies have obtained an online car ride -hailing platform operation license. 5.27 million riders earn income on the Meituan platform. In other words, 5 million creators are as huge production groups as online car drivers and takeaway riders.

Like the flexible use of the online car and takeaway, the content platform "XX" can be considered as a social creative model: self -media, media, bloggers, KOL, UP master, anchor and other creators to produce The content, the platform distributes the content to its user consumption, in this process to help the creators get traffic, depression, and commercial monetization. Take your own needs.

The online car is inseparable from the driver, and the takeaway platform cannot be separated from the rider. Similarly, the content platform is inseparable from the author. However, what are the pain points of 5 million content creators? The voices of the creators were not heard by every platform.

5 million, what are the pain points of creators?

1. The stability of traffic and the contradiction between the platform policy.

One is that the traffic must have a source. If there is no enough traffic basis, no matter how good the content is, the "passive water". Only the platform has a traffic foundation, and the good content has the opportunity to be seen. However, many content platforms themselves do not have many users and traffic, no matter how they distribute, the good content can match the traffic;

The second is that the traffic must be controlled, and the creators must have certain control of the traffic to avoid the situation of "there is no traffic without traffic". The creator may have no traffic, because fans are really just a number, which;

The third is that the traffic must be stable. The creator is looking forward to the stable platform policy. If the platform policy such as distribution strategy and the three differences between the product interface is adjusted, the creator has to adapt to the uncertainty of the traffic and tired of his life. question.

2. The contradiction between the variability of the content and the difficulty of transformation.

From broadcasting to TV to different Internet stages, technology plays the role of media change. In these years, the creators have faced new technologies that have come to: the era of reading, video, short videos, live broadcasts, digital people, Yuan universe ... Just video, long videos, horizontal screens appeared again. , Vertical screen, live broadcast, voice room and other trends. When a creator who is good at a certain type of content looks at the new content form, he is afraid of being eliminated and wants to catch the bonus, but the transformation is always difficult.

3. The contradiction between the sustainability of the creation and the lack of subject matter.

For creators such as the content of the ejaculation information, there is no shortage of content creation. However, some vertical creators, especially individual creators, often face the predicament of "problem shortage". For example, digital 3C creators often make the new Apple product conference breaking the news for a year, but once September apple autumn is passed in September The press conference often doesn't know what to write. Many creators have similar confusion: it is not difficult to make a good content a month, but it is too difficult to make a model every month or even every day.

In the new media era, the content is greater than request, users do not lack good content, good content does not lack users, but excellent creators are also afraid of being forgotten. No matter how good the creators, if they cannot continue to output good content, they are likely to be taken off, forgotten, eliminated, and the anxiety is difficult to solve.

4. The contradiction between the diversification of realization and revenue dependence.

Theoretically, the longer the creator does, the deeper in the corresponding areas. In theory, the more upstream and downstream links that can be connected. Based on this, there will be more and more commercial contacts. However, in the actual situation, the creators are facing universal realization dilemma: the early stages of the content industry rely on platform subsidies and sharing. Now the platform is not short of content, which can be ignored by the content industry. The rise, but "太 多" is too or too obvious, and fans are unwilling. Although there have been business model explorations such as knowledge payment, content with content, and content serviceization in the industry, it still fails to solve the pain point of a single revenue model of the creator. The advertising vendors are declining and even decreasing. A small number of creators have transformed into other such as selling insurance, and more creators are trying to find out.

In fact, the pain points of the above creators did not appear today. Some problems have always existed in the content industry, and some problems are intensifying. The 5 million -level content creators, whether they are head, waist, legs, or soles of the feet, are rarely unable to anxious. Their voice is urgently needed to be heard by the content platform.

Baijia number, I heard the voice of the creator

At the speech at the Baidu 2022 million conference, at the lecture of the senior executives such as Baidu Group, senior vice president of Baidu Group and the general manager of Baidu Mobile Ecological Business Group (MEG), Vice President of Baidu and General Manager of Baidu App, and the general manager of Baidu APP, "Creator" It is the highest frequency vocabulary. The anxiety of 5 million creators saw it, and it also gave targeted solutions. The picture shows He Junjie, the general manager of Baidu's senior vice president and the general manager of Baidu Mobile Ecological Business Group (MEG)

The first is the level of traffic. Baidu traffic has three major characteristics: "big", "long", "quasi".

Baijia No. relying on Baidu APP distribution, the latter increased by 8%year -on -year in the case of the fall of the broader market. It is a veritable national -level app. "plate".

At the distribution level, Baidu APP has a unique "search+information flow" dual engine distribution model. Although the passive recommendation information flow is like the sky, search is the rigid need for people to obtain information. With the strategic adjustment of Sogou's experience, Baidu App has become the only "winner" in the search field. In the past year, Baidu's search overall scale has increased by 17 %. Search traffic is also a differentiated value brought by Baidu. Direct, search business cards and other products are inclined to the creators. As a result, good content will obtain long -term and accurate long -tail traffic. At this conference, Baidu Baijia launched the "Search Wind Plan" to provide creators with more exposure opportunities. In addition, Baidu Search released a cross -model big model "Knowing One" and a new generation of index technology "Thousands of Streamlilation" ", Will make the matching and demand match more accurate, and further enhance the distribution effect of high -quality content.

Baidu APP is not observed to discuss graphic or videos is the theoretical topic of the future. In Ping Xiaoli, these two types of content are indispensable. Each director is the truth. This Baidu APP does a large content ecology, graphic, pictures, videos, live broadcast and other media forms. Based on the rich content form, Baidu APP also extended the four major content consumption scenarios of "seeing, searching, asking, asking, and purchasing" outside the "search+push". In addition to strengthening the differentiated value of search, Baidu APP is also on the distribution of information flow distribution. Unwilling to fall behind, through the upgrading of video transformation and recommendation experience, its information flow business distribution and duration have increased by 30%and 42%in the past year.

Just as Ping Xiaoli's observation: Few content platforms now ask the creators to be exclusive, because the cost is too high, and the Baijia number does not seek exclusive content, but is confident to become the standard for creators and even the first choice distribution platform. Baijiajia The huge basis of traffic, the diverse content form, distribution mode, and consumption scenarios, let the creator ate a reassurance at the flow level.

The second is the creation level, Baidu promotes AIGC to industrial production.

Content creation has different modes. From the editor to occupy a "EGC" of a building, to the "PGC" of a small number of people, to the "UGC" that everyone can create ... all rely on people. The more content creation, the more refined the content of the content, the higher the content of the content production. However, since the online car driver and takeaway riders can be replaced by unmanned cars, will AI replace the creators? the answer is negative. Creation cannot leave humans, because the machine has no thoughts, no inspiration, no values.

Baijia's thinking is to use AI to assist the creation, helping creators to reduce costs and increase efficiency while achieving diversified transformation. At the Baidu 2022 million conference, Baidu put forward a point of view: "Content creation enters the first year of AIGC", "AIGC" means AI automatically generated content. From the previous years of understanding language, understanding, understanding pictures, and videos, we can be intelligent now. The content that generates the difficulty of human machines is a sign of further maturity of AI technology.

Specifically, in addition to the "AI writing" that has long been industrialized, Baidu is increasing new AIGC exploration such as AI painting, AI videos, and AI digitalization. "AIGC Alliance" and other AIGC programs, such as the "Creator AI Governance Team" based on the technologies such as the large model, the text of the text, and the video transfer video, to provide the creators with "AI copy assistant", "AI illustration assistant assistant" "," AI Video Production Assistant "and other services. Based on the "AI Video Production Assistant", text creators who are not suitable for face, no audience, and no editor can also quickly make videos; with "AI illustration assistant", the creator no longer has a "picture with pictures. The old problem of "difficulty", let alone worry about being infringed by the "certain China" prosecution.

The third is the operational level. Baidu is not just a channel for content.

Unlike some content platforms that only do distribution channels, the Baijia number as the platform has always attached great importance to "setting up". It does not produce content, but it will organize creators through systematic, normal, and diverse means Go to produce more and better high -quality content. E -commerce platform operators will move from the channel side to the supply chain to guide merchants to improve quality and innovation to achieve supply -side optimization. The logic is not different from the operation of the Baijia number.

The Baijia number has performed the creator's vertical operation, and at the same time actively participates in the content creation of the content. In addition to providing keyword indexes, popular events, hot calendars and other creative tools, they will also organize large and small from time to time to organize large and small The "task" guides the creators to output high -quality content. At the "New Discovery of Content" at this Vientiane Conference, Yang Ye, the general manager of Baidu Baijia, released a number of support policies and plans, such as continuing to deeply tap the creators in the field of segments. Traffic, tens of millions of cash rewards and signing opportunities; launched the "Fun Food Sharing Plan", recruiting and creating 1,000 creators operating in the direction of Qifu Food; exploring the "2+X" content co -creation model, introducing media and institutions , MCN and other high -quality resources are co -created to enhance the influence of creators. The various actions of Baijia's support in the theme of the creator not only can alleviate the creator's "problem shortage" anxiety, but also help creators to continuously improve their creative power and influence in the new creative model.

The fourth is the realization level. Baijia is "thick" to make the content business ecology.

Baidu is the largest Chinese search engine. It has precipitated a rich commercial ecology for more than 20 years, including customer resources, advertising technology, business experience, etc. In recent years, Baidu has actively promoted the "information+service" strategy. The side of small programs and other forms realize the integration of content ecology and service ecology. Today, Baijia has also been opened with Baidu's search for the original commercialization system, which means that creators can enjoy Baidu's deep commercial resources and get more opportunities for monetization.

Earlier, Baidu has provided creators with a variety of monetization models, such as business single, e -commerce in the station, paid column, paid subscription, user appreciation, questioning, etc. Of course, it is easy to provide the creators in the background to the creators. It is difficult to allow the creator to receive the "list" and earn real gold and silver. For this, Baidu has done a lot of things in commercial ecological operations. For example, Baidu asked the "real -time real -time online question and answer platform" to ask the real -time online consultation scale increased by 16 times, and the number of monthly paid users increased by 150%. In addition to guiding user habits, we also need to invite and operate to cover laws and emotions. , Education, including the million answers in the 19th DPP, can achieve a 5 -minute response rate of more than 95%through AI technology intelligent matching questions and respondents. Simply, Baidu APP must build a real -life online question and answer content from scratch. Ecological and continuous operation.

It is the blessing of new monetization models such as asking for a question that the number of authors who have obtained diversified income in the past year have increased by 300%, and the author's business single income has increased by 10 times. At this conference, the Baijia number fully upgraded the "Du Xingxuan" one -stop content matching service platform to help the creators "receive orders"; launched the "Beidou Plan", invested 30 million special subsidies, attracting 2 million+brand owners of the brand owner Settle the creators more opportunities.

What is Baidu insisting on content?

In many people's impression, Baidu was once a search company and is now a technology company. Why is it so serious about the content? From the perspective of Luo Chao Channel, there are three reasons:

1. The content is the core of Baidu, and the Baijia number carries the heavy responsibility of "let the content come back".

In the Spring Festival of 2017, Li Yanhong had a well -known speech inside, the theme is "Welcome to the new era -content distribution, connection service, financial innovation, artificial intelligence". The topic of life to Baidu: What is the core of Baidu? He believes that the early Internet type is based on text. Due to the improvement of the bandwidth environment, pictures, videos, especially short videos have gradually emerged. In essence, Baidu, "the core is to distribute content." Because from the first day of the search engine, the object of Baidu search is the content that accelerates content flow in meeting user information needs.

At that time, Li Yanhong deeply realized that WeChat, Weibo and other super apps such as the "circle" competition for the content and the challenge to Baidu's search as the core company. "How to use Baidu's platform to make the content come back, so that our users can easily obtain, and complete the mission of making people the most convenient and equal to get information." It is the direction of Li Yanhong's request for the team to carefully prepare and fight for it.

Just a few months before Li Yanhong's speech (at the end of September 2016), the Baijia number was officially launched. At the beginning of 2017, Baijianan creators exceeded 200,000. At the end of 2017, Baijianan creators rose to 1 million. Today, 6 years later, this number became 5 million. It can be seen that Baidu has always attached great importance to Baijia. He can return to Li Yanhong's phrase "let the content come back". The Baijia number is the "super hub" of Baidu's content ecology. Blogs KOL, respondent, webmaster, brand, enterprise, etc., with the help of Baidu's proud AI technology to achieve the "search+push" dual engine efficient distribution. Baidu can hear the voice of the creator because it has a strong desire for content, especially high -quality content.

Judging from the results, Baijia has completed the mission of "let the content come back". It is precisely because of the new content ecosystem such as Baijia number that Baidu is no longer afraid of any "black hole" garden wall today. Ping Xiaoli also has the confidence that "there are basically the contents of the content on other platforms, and the user can find it". Today, Baidu has become a technology company with the "second curve" intelligent cloud and "third curve" intelligent transportation, but the mobile ecology is still its "first curve", which is the business. In the second quarter of 2022, Baidu's revenue was 29.647 billion yuan, of which 23.2 billion yuan from Baidu's core revenue was 23.2 billion yuan, and in Baidu's core business, the revenue from online marketing was 17.1 billion yuan. Obviously, the mobile business with content as the core is still Baidu's "first cash cow". I am afraid that in the visible future, I may not change. Baidu will still be a company with content distribution. It will become more and more important.

2. Technology is the cornerstone of Baidu, and the mobile content ecosystem is the goldstone of AI.

At the 2022 million conference, Baidu showed many "black technology", which were concentrated in the AIGC field. DEMO videos at the conference show that Baidu can use AI technology to generate professional artistic art illustrations, and can also cooperate with a piece of music intelligent synthetic professional -grade MTV. The coolest thing is the "digital man". Baidu not only has its own digital person IP such as Du Xiaoxiao, but also realizes the industrialization, openness and commercialization of "digital people" creation. Plan, combine digital human technology with AIGC graphic transition videos and TTS voice synthesis technology to customize real -life twin digitals for the media and creators. The creator can generate videos of digital host population. The accuracy of the broadcast also has a multi -language oral broadcast and emotional recognition. It realizes the AI ​​driver for 24 hours.

The cool AIGC technology is just a small "overflowing" of AI technologies with AI technology that has been cultivated for more than 10 years and 100 billion investment in content creation scenarios. During this year's college entrance examination, Baidu's AI digital person challenged the composition of the college entrance examination. At the speed of 40 seconds and 40 articles, it won 25%of the total test of the candidate. In August, Baidu launched the AI ​​art and creative auxiliary platform, the text, and the user only needs to enter a simple text to quickly obtain the intelligent generation AI painting. Whether it is AI composition or AI painting, the same set of AI technologies behind it supports: deep learning, natural language understanding, knowledge maps, large -scale models, flying paddle deep learning platforms ...

AIGC was first pushed to industrialization by Baidu. In 2022, it became the first year of AIGC. The essence was a stubborn story. As early as 2010, Baidu launched an investment in artificial intelligence and established the Natural Language Processing Department (NLP) with "understanding language, having intelligence, and changing the world" as a mission. Since then, Baidu has gradually increased AI to the company's strategy to become an AI company.

And doing content with Baidu is not an isolated event with Baidu. As Li Yanhong said in the 2017 Chinese New Year speech: "Data spike all algorithms", this is a premise of Baidu AI. "Because AI technology needs a lot of data support, the more valuable and orderly data, the more valuable data. The better the final result will be better. "In other words, the content and data are constantly feeding Baidu AI technology to be evolved. Baidu AI technology often trials in its own core businesses such as Baidu's search and Baidu APP, and then synchronize the industry. Resolving the output of the decision to all walks of life to promote industrial intelligence. This is why He Junjie said at the Vientiane Conference, "Baidu Mobile Ecology is the" first stop of Baidu's artificial intelligence technology. AIGC will land on a large scale in mobile ecology. "

3. Service is the end of information, and the content is the carrier of connecting people and services.

In 2017, Li Yanhong said in the internal letter of the New Year that this is "a new era of connecting services". Experience will be a point. "In short: Users come to Baidu search often not just get a" information "answer, TA wants to solve the problem, such as asking how to book tickets often has a ticket demand, and then ask questions. There is a need for diagnosis and treatment of health issues, so Baidu said that information is the starting point and the service is the end point. Baidu has always emphasized the service strategy in recent years. In fact, it is necessary to better meet the needs of user needs.

According to He Junjie, Baidu's "two legs" on the supply side of the service. On the one hand, in response to the needs of universal services for user products, give full play to the advantages of searching for the entire network, introduce third -party platforms, and use intelligent applets as the core carrier to build together. The closed -loop service including e -commerce and life services. At present, the number of SKUs from third -party mainstream e -commerce websites in Baidu APP has approached 1 billion. In the second quarter, GMV increased by nearly 2 times. %, The product list drives the scale of transactions by 1.35 times, and the content of the content increases by 4.55 times. On the other hand, in the face of the user's personalized service needs, Baidu's self -built special service "ask one question" provides users with one -on -one question and answer.

Baidu is not a simple service platform like takeaway, OTA, and ticketing. This is the old way to do O2O. On the contrary, Baidu does a content -based service ecosystem, which is essentially a service connection. As early as 2017, Baidu discovered that the content of services was a relatively obvious trend. Over the years, Baidu has gradually established a complete service ecosystem with the content platforms such as small programs and Baijia numbers, and then cooperate with the service structure, content and standardized operating strategies. Essence Nowadays, service consumption is showing an explosive growth trend in Baidu. In Baidu APP, Meituan takeaway applets have remained at more than 90%on the 30th. The year -on -year order increased by 140%, and the cat eye movie GMV increased by 83%year -on -year ... In fact, when Baidu's Baidu was vigorously served, the "service" takeaway, OTA, ticketing and other platforms were also vigorously " "Make" graphic, videos, and live broadcast, in order to cultivate new consumption scenarios and broaden the value of the platform. What Baidu has been doing is undoubtedly the direction of the tide. As its service ecology is becoming more and more complete, not only the service merchants can get more business opportunities, and creators can further obtain diversified income, increasing income and income and income is not anxious.

Written at the end:

On the content track, Baijia is a veritable "old platform".

In August 2012, the WeChat public account was born that "no matter how small individuals were." The WeChat public account was born. Almost during the same period, today's headline officially released the first version. At the end of 2013, Baijia's predecessor Baidu Baijia went online. In addition, a little information, Sohu News, Netease News, Phoenix News, UC Browser, Sogou Search and other platforms have launched similar content platforms, which are rapidly growing in the content industry marked by "XX".

In the 10 -year finger, as the content industry has entered a mature period, the industry pattern is also the vicissitudes of the sea. After a few rounds of shuffling, today, the platform that insists on deep cultivation of the "XX" is rare. Many content platforms are shut down or reduced due to corporate strategy and other reasons. On new media forms such as video, only a few platforms are still deeply cultivating large content ecology, and the Baijia account is one of them.

Judging from the information disclosed by the Baidu 2022 million conference, Baidu's content is serious, the voice of the creator, and the Baijia number is listening attentively; the pain points of the creator are solved hard. As a trivial creator, I am looking forward to the Baijia number continues to do the content of the matter and make it more exciting.

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