There will no longer be super IPs in the future
The future is the world of factory broadcasting, store broadcasting, and brand broadcasting.
There will be no more phenomenal anchors like Li Jiaqi, Dong Yuhui, Simba, and Luo YonghaoAnd those who are already super big IPs will also gradually disappear. Commercialization of Douyin traffic
hou chang jiao yuDo you feel that whether it is short** or the live broadcast of natural streams is getting lower and lower.
Why is that?
Because more and more people are paying for it, the more people who vote, the more accurate the Douyin algorithm model will be.
Traffic distribution must rely on tags, with Douyin's powerful model computing power, it can circle people, and Douyin will judge whether this person has a need according to the user's browsing, likes, followers, interactions, forms, conversions and other behaviors.
If you are doing decoration, Douyin will definitely give priority to people who have decoration needs, if 1,000 accounts publish a decoration case at the same time**, how do you think Douyin will distribute these traffic?
Normally, it is the assessment data of account weight, ** finishing, and interactive behavior.
But if there are 500 accounts that have voted for Douyin, there are still some forms that are running AD. So how will Douyin distribute traffic at this time?
It must be given priority to the account that pays for it. If the amount of payment is very large, and you can't even make up the basic**, what do you think the traffic allocated to you looks like?
Remember: all commercial traffic on Douyin is clearly priced.
What does Douyin do to make money?Sell traffic to make money.
Who has the money?Enterprises and brands.
What if businesses and individuals are more willing and able to pay than anyone?
Therefore, it will be more difficult for future talents to start a number, and those amateurs who have no technology and no foundation, I don't recommend wading into this troubled water again.
Brand|Manufacturers|Merchant awakening
hou chang jiao yuAs the saying goes**Where there is oppression**, there is resistance, in the past, some big brands wanted to enter the live broadcast of a big IP, in addition to cutting their own profits, they also had to agree to various restrictions and requirements of the big IP. This is true for big brands, not to mention some ordinary merchants.
The situation of the source manufacturer is more embarrassing, the big IP has traffic, can clear the goods, it will definitely be pressed, the manufacturer has no profit must control the cost, control the loss, control the pass rate, and control the cost of raw materials.
What's even more ridiculous is that manufacturers don't make money, and big IP benefits don't make money, consumers spend money to buy a bunch of junk products and put them at home, and in the end, none of them benefit.
At this time, a scene came to my mind: the anchor was screaming hard, "Family, hurry up, I don't earn a penny from this wave of benefits" I have to sigh, this world is too crazy.
All smart brands, merchants, and manufacturers began to enter the game as early as last year.
I have brand endorsement, customer groups, and cost advantages, but I don't understand the Internet or marketing, so it's okay to take out the budget and pay the tuition fees by myself. As a result, there were all kinds of private board meetings for three days and two nights, and after being cut off a wave, they gradually calmed down and began to implement them in a down-to-earth manner, trying step by step.
After two years of growth,More and more subcategories have begun to appear to subdivide the head merchant accounts and brand accounts.
That means that there will be more and more businesses that use the commissions they used to give to IP to make content and accumulate their own usersCreate a one-stop shop for customer acquisition, transaction and private domainWhy use your own money to increase the number of fans for talents?
Platforms also don't want to be "kidnapped".
hou chang jiao yuThis logic is easy to understand, just like Dongfang Selection must "go to Dong Yuhui", and make a friend to "go to Luo Yonghao".
Because if your employees or users are big enough to affect the life and death of the company, then you must bind him and be inclined to the policy, a company is still like this, let alone a platform as big as Douyin.
Now Dongfang Selection and Making a Friend are doing vertical categories in the subdivision track, doing matrix operations, and still selling 100 million a day, but now it is made by 20 live broadcast rooms, and none of the live broadcast rooms are so conspicuous, and it is much better to make money silently than to push yourself to the forefront.
The basic logic of the platform operation is to evenly wet the rain and dewWhy will the send**will give the foundation**, why will the new number be supported by traffic.
Because the platform needs to attract high-quality content creators to help the platform win more traffic, it also hopes that more merchants with stupid people and more money will come in, because the platform also needs to monetize.
Only when the platform makes money can we provide more high-quality services, and we dare not say that we are engaged in paid traffic without investing hundreds of thousands of dollars on Douyin. Summary
hou chang jiao yuFirst, there is not much way out for individuals to start their own businesses in the future
Personally, I have two suggestions:
1. You start locally and do a small range of traffic first, because the success rate of horse racing with bloggers across the country is very low, but it will be easier to do it locally and then radiate the whole country.
2. Choose an extremely subdivided and unpopular track. Those who can't be looked down on by big businesses may still have a glimmer of life. If you come up and choose skin care, clothing, these highly competitive tracks, then you can get very little organic traffic, of course, it's not that you can't do it, but the competition will be fierce.
Second, enterprises must have a short layout and live broadcast
If you are not professional enough, have a small budget, and have poor technology, don't come up and invest hundreds of thousands of dollars to pay tuition, you can start with low-cost ** content, and directly let the sales do store broadcasts, hang up a small windmill, do accurate traffic acquisition, give up the way of shooting jokes and plots, just shoot the product directly, and then add micro-payment The effect is also good, we have run a lot of cases.
Third, there are powerful brands to do a good job of refined operation
Don't think that you can do whatever you want if you have money, in an era when content is king, you can't smash it with money alone. We must set up a professional marketing team, quick trial and error, and after running through the model, we will spend money to occupy the market.
I hope you find my content helpful.