1, advertising
Specifically, it is divided into three categories: platform advertising, self-operated advertising and native advertising.
1. 1 platform advertisement
Mode: A way to get the corresponding share by displaying the advertising content distributed by the content platform.
Prospect: In the report of the new list, this part of the income accounts for 39.25%, which is the main source of income from the media at most. Its characteristic is simple operation mode. From the discussion in the media circle, Weibo's self-media, WeChat official account Guangdiantong, and headline advertising on the headline platform are all better.
1.2 Self-operated advertisement
Mode: display customers' advertisements in their own articles or advertising spaces and earn advertising fees.
Prospect: Self-operated advertising is generally more valuable than platform access. At present, many large-size headline advertising spaces on WeChat have reached the level of 654.38+10,000 yuan. But at present, the self-media that can pull advertisements is definitely only a small part.
1.3 native advertisement
Mode: The popular explanation is to customize business information according to the style and tonality of the media and the media itself. For example, the advertisement of a fellow uncle may be a Weibo related to the constellation, and the advertisement of a business model is an illustrated article that is highly compatible with political and business hotspots.
Prospect: this kind of advertising method has extremely high requirements for the account itself: it has a certain right to speak in the industry; Ability to continuously produce original content; The vermicelli is sticky.
1.4 appreciation
Mode: After reading an article, readers can pay selectively to express their affirmation and support for the author.
Prospect: Because the income is low, it cannot be used as a profit method alone.
Case: Weibo rewarded, WeChat public platform and headline platform appreciated.
What advertising services can mainstream media platforms provide?
2. Platform subsidies
Initially, it mainly appeared on video platforms. At present, in terms of the platform of graphic content, similar practices have appeared because of the fierce competition for high-quality authors by major platforms.
2. 1 Excellent land sharing plan
In the field of video, Tencent and Youtu Group (now renamed as "One Group") have successively announced a series of support for video PGC, among which the "Share" plan launched by Youku Tudou has a great response. Excellent video from the media can sign a contract with the platform to get cash and investment.
2.2 "Ten Thousand People and Ten Thousand Yuan" Plan
The original headline number of the headline number platform can be applied, and the self-media selected for the plan can get a monthly cash subsidy of 10000 yuan.
According to the headline official news, the application conditions of this plan are still relatively strict.
2.3 manuscript fee
Tencent Renren, Baidu Baijia, Sohu and other self-media platforms provide payment for the media, which is also a way of platform subsidy.
3. E-commerce
In the survey of the new list, only 3.85% of the respondents said that the main source of income is e-commerce. Although the proportion is not large, e-commerce has gradually become a profit model, which has attracted more and more media attention.
3. 1 independent development
Mode: It mainly includes Taobao shop and WeChat access shop (micro-point, likes, etc. Either way, fans are turned into direct consumers and diverted to stores.
Case: Weibo+Taobao Store
Qilu has 24 million fans on Weibo, and she also runs a Taobao shop specializing in crystals. The promotion of the store mainly depends on the fans in Weibo.
Case: WeChat official account+micro store
Luo Ji thinking is a media benchmark in the field of WeChat official account, which has great influence, so sales are rooted in micro-stores.
3.2 External shunt:
Mode: mainly relying on CPS alliance, that is, advertising that calculates advertising expenses according to actual product sales.
Mode. In terms of self-media profit, this model is actually the application of webmasters cps and taobao guest on WeChat, that is, by selling things on WeChat platform, the traffic of WeChat fans is converted into purchasing power, and the business model of WeChat is used to make a commission from it.
Case: Zhongtui+WeChat official account
For micro-signals with certain influence, you can choose appropriate products on the Twitter website and introduce the official WeChat account. Advertising revenue is calculated according to actual sales.
Prospect analysis: the income of CPS model of WeChat business is relatively low, which is more suitable for earning pocket money. In addition to income, there have been many cases of cheating on third-party platforms, which has led to a poor reputation of the CPS model. In addition, the quality of goods provided by this alliance is generally low. Based on the above points, media people rarely consider CPS mode.
4. Value-added services
Value-added services refer to the services provided by the media to users beyond the scope of conventional services (such as graded graphic reading, audio and video viewing rights, etc.). ), such as Luo Ji's paid membership service and the paid reading service to be launched on the WeChat public platform.
4. 1 Case: Luo Ji Thinking paid member
Enter the membership fee of10 million within 4 months, and recruit 20,000 members within one week, laying the foundation for deepening social economy. Annual membership fee of 200 yuan, annual membership fee of hardcore 1200 yuan. After joining the membership, users can enjoy the benefits of close communication with Luo Pang, priority participation in member circle activities, merchant discounts and so on.
Mode understanding: through the division of personal charm and interests of opinion leaders, gather a community with the same goals or values, a strong sense of belonging and commercial value, and then carry out more commercial extension inside and outside the organization.
Prospect: Recently, a batch of media that VC is optimistic about can also see the traces of this realization mode. For example, Women with Aroma Soul focuses on urban middle-class women with strong purchasing power, which not only provides topics closely related to this group in content, but also establishes various female groups such as shopping, emotion and travel, and organizes various offline activities such as sweet reading parties and sweet parties. At present, this model has yet to be matured and developed.
4.2 paid reading
Another form of value-added services. Among several media platforms, Weibo took the lead in exploring and launched the paid reading function in July this year. After successfully applying to be a paid reading author in Weibo, eligible authors can use the paid reading function to set some of their published articles as paid subscription mode, and only paid users have the right to view them. However, the number of self-media currently used is small.
Wechat first announced the original protection mechanism in August this year, and paid reading will become an important incentive mechanism. But so far, we haven't seen the official WeChat account open this function.
6. Transfer of commercial products
In this case, self-media mainly serves its parent organization, brings traffic to it, and generates value by virtue of ready-made business models. Strictly speaking, this practice no longer belongs to "realizing from the media", but can bring traffic through content and even activate brands, sometimes with great effect. It also has reference significance for media operation and business model design.
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