The annual Knowledge Hero Conference was held in the Science and Technology Park on December 23, and at this time of each year, the paid content team will invite high-quality paid authors to gather in Beijing to review the achievements of content monetization last year, and jointly look forward to the latest development direction in 2024, and award the year-end list rewards of the Knowledge Carnival and the most popular high-quality author awards, so as to witness the power of knowledge and feel the collision of wisdom.
During the conference, Mr. Song Jian, General Manager of the Content Ecosystem Platform, led everyone to look forward to 2024 and review the grassroots monetization IPs that were on the rise in the pastDing Zhao, the person in charge of diversified income of Baijiahao creators, took everyone to understand the new model, new scene, and new brand of payment, as well as how paid authors can effectively transform their business in the turbulent market environmentLe Dandan, head of Baijiahao's payment business, took everyone to look forward to how more monetization tools and transaction scenarios can serve more types of authors in the new environment, new opportunities and new challenges in 2024, starting from the integration of multimodal development.
New models, new scenarios, new brands, and diversified development stimulate new vitality for the monetization of paid content
At the conference site, Ding Zhao, the person in charge of the diversified income of Baijiahao creators, took everyone to understand the new model, new scene, and new brand of payment, and how to effectively transform the business of paid authors.
In the past year, the revenue of paid authors has increased by 45%, and the number of orders has increased by 25%.9%, the amount of paid content increased by 170%, and both demand consumption and interest consumption were emphasized, and the backbone group was the mainstream of paying users. Paid creators earn millions of dollars a year in the ecosystem, of which the average monthly income of 10,000 authors has increased by 381%, the average monthly income of 100,000 authors increased by 859%。
Ding Zhao said: "We want to get rid of path dependence, first of all, in terms of business awareness, operation behavior, including the data and business tools provided for everyone, we must get rid of the current business dependence to find a new way, help our old authors continue to produce content, and help our new authors to quickly grow up in this plate." In the transformation of business thinking, we use more tools and data analysis to find out what users want to see, as well as new needs that we old users do not see. ”
In addition, in 2024, the platform will prepare a 5-piece set of paid monetization for authors, aiming to help creators and institutions with various capability models and multiple business methods in different vertical fields use their own monetization tools to generate income.
The first type is the demand-based realization for pan-knowledge creators, including vertical categories such as finance, health, education, culture, history, and emotion. Authors can not only monetize structured and structured content, but also provide users with professional guidance and suggestions to solve life puzzles through their professional knowledge and skills.
The second type is to monetize the user's interest, the paid subscription business in the past year and a half has nourished a group of authors of stories and short dramas, relying on fascinating story content and ups and downs of ** short dramas to retain the user's time, the platform will launch membership products next month to carry the user's enthusiasm for stories and short dramas, and the authors can operate in a wider field, from knowledge-based, gradually enriched to entertainment and life-oriented.
In addition to the existing search and information flow, the platform will also build traffic delivery capabilities and live broadcast traffic to improve traffic controllability.
1. New model: membership (story + short play) payment to further expand pan-entertainment.
The new model of paid content will be extended to the pan-entertainment category and membership products will be launched. Since the debut of subscription products at last year's Knowledge Heroes Conference, orders for story verticals in subscriptions have increased by 202%, and batches of new authors have sprung up. Orders for skits grew by 959%, and short play creation institutions such as Cloud Palace Theater have emerged. Le Dandan, the person in charge of Baijiahao's payment business, said, "The paid membership model allows users to enjoy multi-modal story content, and the membership model has four obvious values: in terms of traffic effect, compared with personal account subscription, the traffic of membership products is a large pool, and the magnitude is also geometric and exponential;In terms of renewal rate and high conversion rate, because there is a massive content library, stories and short dramas, users have a greater sense of purchase value;In terms of customer unit price, members will set a unified price, which is more in line with the psychological threshold of payment, and the pricing will be verified by the data model, and the best value will be taken in the customer order and conversion. ”
2. New scenarios: Broaden the channels for live broadcast monetization and strengthen the transformation of private domains.
In the past year, the three major verticals of finance, education and health have realized live broadcast operationAfter research, their methods have been verified: cultivating the live broadcast mind, knowledge payment products need to have a pre-mental cultivation in order to bring better conversion, and the author needs to do problem diagnosis and demand amplification in the early stage, and the best scenario for pre-mental cultivation is in the live broadcast room;Second, personal ability needs to be improved, from content authors to sales authors, abandon the mentality of intellectuals, and take off Kong Yiji's robe;The third is to start broadcasting regularly and frequently, with more companionship and more healing, so as to enhance the stickiness of fans and build the value of private domains.
In addition to live broadcasts, the platform will also create consultation scenarios at the same time, so that more authors can have more monetization possibilities by providing consulting without the need to output structured and systematic courses. As the author Brother Kun said, this year's online single consultation order exceeded 10,000 yuan;**Value-added business opportunity users transferred to more than 1 million consultations. The consulting has huge business opportunities and unlimited potential, and will soon be open to more authors.
3. New brand: Qiming Plan: Help more star authors get out of the circle and build momentum.
In addition to the expansion of new models and new scenes, the platform will also launch a new brand next year, the Qiming Plan, to help more star authors get out of the circle.
Hundreds of millions of users on the platform are browsing mental health information every day, and tens of thousands of parents are paying to learn about adolescent depression, which shows that the adolescent depression, school boredom, school violence, mobile phone addiction, and tense parent-child relationship are affecting the hearts of thousands of parents, and the user demand in this field is very huge. Therefore, for family education and adolescent mental health verticals, experts and institutions in the field were gathered to launch the Enlightenment Program.
To protect the mental health of adolescents, the paid team launched the Enlightenment Project
During the three-year pandemic, the paid content team found that many families, especially children and parents, had a mental health crisis. In terms of business, the column sales advantages of these related categories are significant, and it can be judged that users have strong demands for this. Hereby, the paid content team focuses on developing family education and mental health sectors, introducing, mining and cultivating a large number of creators to help them create and operate from the perspectives of children's depression, school boredom, Internet addiction, emotional apathy, and family crisis.
After years of hard work, the paid content team has launched supporting support from topic selection, content production, sales conversion, community services, etc., to help a group of creators grow rapidly, and successfully helped a large number of users suffering from mental health problems through columns and training camps. Among them, Shuyuan Zhang Xueyan, Aunt Guo Parenting, Fang Lejia Parenting, Psychology Teacher Liu Cong, Liao Laosi's Parents Cheer Stack, etc., are all representative creators cultivated by the paid content team. They are good at solving the depression, anxiety and school boredom of teenagers, and they provide family education and mental health solutions through columns and training camps on the platform, helping more than 100,000 families and gaining a large number of users' love and praise.
After more than two years of hard work, the field of family education and adolescent mental health has also become a representative sector of paid content and has begun to have social influence. In order to expand this social value, this year we have upgraded the construction of this field, and launched the "Qiming Project", a project that cares for the mental health of adolescents, and will be promoted as a key plan in 2024. A launching ceremony was held at the scene, hoping to provide users with a platform for health education, monitoring and early warning, and consulting services by recruiting and supporting experts, industry organizations and creators in the fields of family education and mental health across the network.
In the future, the paywall will work with all authors to go both ways and achieve a lifelong school for each author!