Paid the video content, is out of reach Bai Yueguang?

#This article is produced by the product manager's "Original Incentive Plan". Some time ago, station B tried the function of paying the video. Some UP owners' videos needed to pay separately to watch, causing dissatisfaction among many netizens. There are advanced on -demand, and there are short -term paid dramas. Why do paid videos are always not treated by consumers? In the face of profitability, what else can the video website do? The author of this article analyzes this, let's take a look.

1. Video paid dilemma

For a long time, the video platform has a difficult dilemma. No matter how to find new business directions, such as membership, advertising, live broadcast rewards, etc., it cannot save the loss of losses. For the platform, it seems that every road is dead beard, and there is no way to go. After experiencing various models of exploration, the video platform finally returned to the basic business, and wanted to use content to drive revenue and break the dilemma of losses.

However, the content paid seems to be feasible. You Aiteng has launched advanced on -demand. Unfortunately, these models are either talked about money by consumers and touched the bottom line of consumer equity and forced to be rectified; either the conversion rate is extremely low, it is difficult to monetize, consumers do not buy it, and they cannot break the status quo of losses.

2. Video pays Hutong: Station B of internal and external trouble has to break

As a corner of the video platform, station B is also trying to achieve profitability and continuously expand its business map. First, promote live broadcast rewards and value -added paid services (such as membership system), improve the status of heavy dependence on the game business, and then introduce e -commerce and strive to achieve traffic transformation into revenue.

However, on the basis of so many businesses, Station B still wants to go up on the dead end of the video content, and do something that is difficult to see at present?

1. External affected

First analyze the external environment.

Since 2020, since the "Living Word Plan" and "2 billion subsidies" have been launched, each platform seems to have begun to start to video, and actively promote the video content conversion of graphic content to more vivid images, such as WeChat short videos, knowing the knowledge of WeChat The video function and the video number of Xiaohongshu, each platform wants to share a share in the video version. UP Lord has also begun to be active on multiple platforms, and the former small broken station seems to be no longer the first choice of video.

What is even more fatal is that in 2022, station B reduced the income of the creator and damaged the interests of many small and medium -sized UP owners that rely on incentives, which caused them to leave and go to other platforms.

If Station B cannot change the existing model, it will inevitably lose more high -quality UP owners, thereby losing its original advantage. So, after the platform has reduced its own incentive budget, how to create income for small and medium -sized UPs who do not Care for the father of the Golden Lord (advertiser)? The target is of course locked on the user. If the user is willing to pay for the content and make up for the loss of the UP owner after the inspiration is reduced, the platform can also increase the revenue through content payment commission while reducing the cost. Why not?

2. Internal worry

Secondly, analyze the interior of station B.

In 2021, the value -added service revenue of station B was 6.93 billion, an increase of 80%year -on -year, surpassing game revenue and becoming the main income. At first glance, station B seems to get rid of the dilemma of dependence. However, in addition to the gaming sector, the value -added service is actually the lowest growth rate. The average monthly active number of station B has reached 294 million. The user has gradually reached saturation, the cost of customer acquisition has increased, and the profit brought by the growth of new users has gradually decreased.

When the market turns from growth to mature, Station B is bound to transform ideas, and invest more energy to dig user value in the existing pool, rather than developing new pools. As a video content website, in addition to promoting users to open members and increase membership costs, content payment is undoubtedly another direction that needs to be considered.

Third, controversial B station video payment

In summary, under the problem of internal and external problems, station B couldn't bear the pace, and began to try content payment. On June 9th, Station B first tried the content of the two UP mains. Both of the two UP owners adopt the first episode of free+sequel price, and the video price is 30 yuan. However, the short drama of Douyin's fast hand also adopted this model, which did not stir up a lot of water.

The content B, which was truly known by the public, started paying content. If you can experience the model of paid first, Duncan’s "Top Ten Mystery of Solutions" series requires users to pay the full number of episodes as soon as they come up, and the video is only updated. Get all the content immediately.

Perhaps this model is too overbearing, or it may be interested in the speculation of station B. For a while, the topic of paying the content of the content of station B is constantly discussing, and the controversial "Hodge Master Duncan" also got 60W during this period. In contrast, 3W fans are opposite. If the amount of fans change money, it is difficult to say for a while, but from the public's reaction, Duncan's "success" may be just a flash. After the content of the content of the content of station B drops down, it is difficult for other UP owners to re -engage in Duncan. The way to make money.

Fourth, why is the video payment difficult to improve

Why is it so difficult to pay for video content? So that after several years of video platforms, they have not stirred water? The reason for the reason is as follows:

First, it has not been raised into the habit of paying for video payment.

After foreign users have become accustomed to the "subscription system" model, major domestic platforms are still suffering from how to promote user transformation into members. As of 2021, Netflix has 222 million paid users with a subscription fee of $ 9.9, while iQiyi's paid membership is only about 100 million, and the monthly subscription fee is only 25 yuan, which is far lower than Net flight. After the announcement of the price increase, iQiyi was resisted, and the number of members fell below 100 million. Regardless of the number of members and membership expenses, it has reflected the habit of not developing video content consumption in China. In addition, in addition to paid habits, Chinese users have their own habits of search for free resources and membership account sharing. These habits have hindered the development of paid videos. Due to the weak blow to pirated film and television, there are many free resource websites in China, and at present, various platforms are monopolized with their resources, causing users to find the resources they need even if they are willing to pay. In this environment, users have developed their own habit of searching for free resources, and their willingness to pay is lower.

Second, the types of paid videos are limited and quality.

Although station B is nicknamed a learning website, there are many rich popular science and learning resources, most of which are uploaded by UP master spontaneously, and many resources are uploaded twice and cannot be commercialized.

In essence, the most popular on station B is the entertainment life video, and such videos do not have star blessings, and users have low willingness to pay. And for paid videos, station B does not have a strict audit mechanism, nor does it have a comprehensive process of guiding the UP master for payment creation, resulting in uneven video quality, difficult to cultivate high -value content of the UP main production, resulting in payment of payment, resulting in payment Most of the videos are shallow knowledge, which can replace high, and users are unwilling to pay.

Third, the model of paid purchase is not human enough, and users cannot allow users to experience humanized services and guide users to buy.

The video payment model of station B has a design of several anti -user paid habits: First, users need to buy the entire series at one price, and cannot be split to buy; second, the first episode is set up. Can't first experience the content and quality of the video, thereby deciding whether to buy; third, under the premise of a full set of purchases, the video series has not been updated. For users It is likely that it does not meet its expectations, and does not have a lot of attractiveness to stimulate users to buy.

Fifth, the road to break: how to implement video payment

This kind of problem is not only encountered by station B. Douyin, fast hands, and You Aiteng are facing the same problem. So, is the video content paid really out of reach Bai Yueguang? Is there a way to break the situation?

In fact, paying for content is nothing new from ancient times. In ancient times, ancient people bought books and studied in the garden. There are also various live broadcast rewards and online novels. Video paid, it is not a unspeakable giant mountain. Even if there is no good way to go out today, there are still a few points to consider to break the current situation.

First, clarify the main push video category and guide creators more valuable content.

Throughout the network is not suitable for the video payment model that has just started. The platform should do a good job of user analysis and content heat analysis, select two to three more advantageous video categories, guide creators to create, through topics, activities, templates, etc. Forms, guide creators to create a high -quality paid video of the corresponding category.

In addition, do n’t worry about resources. The platform should be devoted to cultivating potential high -quality UP owners. It is regular to contact the potential of the potential UP owner, and give some guidance. Create the main communication group of the UP, share some creative skills and training in the group, promote everyone to communicate, let the UP master continue to learn and progress, and create more videos that users are willing to pay. At the same time, pay attention to the role of science and technology, do a good job of video data analysis, so that creators can get more effective suggestions from the data, and improve the quality of video content.

Secondly, do not completely let the UP master generate electricity for love and make a good motivation for creators. At the material level, a certain bonus of high -quality creators is given to the early reduction of the platform for paid videos, so that the benefits are multiple to the UP master. Do a good job of drainage work, promote the docking of the UP master and the advertiser through some activities, and bring more benefits to the UP master.

At the spiritual level, you can consider giving the UP to the honorary medal and cool titles, and put high -quality videos on the list and other forms to stimulate creative enthusiasm.

Second, use a more flexible payment method to do a good job of consumer guidance.

In today's increasingly popular "use and then paid", video payment models should also follow the stream to fit the consumer's consumption habits. In addition to the form of paid by free+subsequent episodes in the previous episodes, it is recommended that payment dramas can also be split for purchases. It supports the form of the complete set of prices and the purchase of single sets.

You can consider the user to buy the platform virtual currency first, and then use the virtual currency to purchase the drama form, so that consumers can buy different series of episodes more flexibly. The advantage of this is that users can enjoy the discounts of batch purchases, buy a lot of virtual currency at one time, and the platform can also ensure that users spend back videos in the future.

In addition, pay attention to the consumption guidelines, you can buy a variety of models such as discounts, buy more discounts, and make -up group buying through the first episode to stimulate consumption.

Reasonable pricing is also very important. The price of single set content is not easy to be too high. It is even better to use a low price. Only the lower the threshold, the easier it is for users to consume, so as to slowly cultivate paid habits. Third, improve the privilege system after purchasing the drama.

Whether it is a higher -definition picture quality and advertising model, you can also have a matching medal and send a cooler barrage, work hard on privileges, allow consumers to experience a complete service system and increase stickiness.

Fourth, do a good job of pre -sale and after -sales service.

If you don't want to consume content as a disposable business, you need to do a good job of pre -sales and after -sales. Pre -sales work includes more accurate payment video push, easier payment methods, and more detailed experience models; after -sales work includes timely acceptance of users' useful opinions, improvement functions, and anti -theft work for video.

In promoting user transformation, pre -sale work is very important. If it is just entertainment, the user's requirements for the video are not so high, but if it is paid, the user will expect and hesitate.

Good video pre -sales service should be marked with the focus of the video on the video cover. The label of the video can also clearly explain the category of the video, and the introduction can also clearly supplement the video of the video ground content. And these are closely related to the first step of the UP main director.

In addition, investing in research and development technology and using technology to assist the UP master to refine a wonderful pioneer, so that potential consumers can quickly know the video content through pilot films, so as to decide whether to understand and pay in -depth. You can also refer to the e -commerce model, and also add a new evaluation/Q & A list, allowing users to see the real feedback of other users, rather than simple video reviews, so as to have more references to decide whether to buy.

6. Summary

In the short term, it is unlikely that it is likely that it is a long -term process to rely on video payment to turn losses into profits, because whether it is cultivating consumers' habits, platform technology research and development, or the formation of the maturity process of content paid. Video paid is a thing that is more suitable for strategic considerations, not just on the operating layer. It can effectively improve the unhealthy revenue structure of the current video platform (such as heavy dependence on games, advertising and other businesses); it can also form a closed loop, allowing creators to have more profitable space, attract them to settle in, cultivate more potential creation creation Those who build a platform advantage to drive the growth, retention and transformation of traffic.

Back to the theme, do you have to pay for the video? It is necessary to do it because it is of great significance to the video platform. Can the video payment be successful? It can succeed, but it is not done overnight. Although there is still no mature video payment model at present, the author believes that constantly adjusting the direction and attempts. In the future, video payment will definitely become a key part of the video platform to break the dilemma of losses. There is also a day to touch the moon to touch Bai Yueguang.

Reference materials:

Bilibili 2021 Annual Financial Report (Table) - Bilibili.com (bilibili.com)

Bilibili's first quarter financial report was announced.

The dilemma of Net flight is actually the dilemma of all "subscription entertainment content"

This article was originally published by @Conlin to everyone is a product manager. Reprinting is prohibited without the author's permission.

This article is produced by the product manager's "Original Incentive Plan".

The question map is from UNSPLASH, based on the CC0 protocol.

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