Content Realization Is A Pit Dug By Major Platforms For Creators To Produce High-Quality Content

1. In the coming year, we will plant grass with trembling sound

Planting grass in pictures and texts is always a difficult problem for Shuo Yin.

On September 20, 2022 tremolo creators' meeting was held online. At the meeting, Zhiying, vice president and head of operations, said that in the coming year, the construction of multiple new contents such as pictures and texts will be improved.

Starting from short video, tremolo now covers more and more content. In addition to short video and live broadcast, graphics and text, short drama, long video and so on are also part of the content ecology of tremolo.

Although we have been exploring the path of commercialization, Shuo Yin also wants to balance content and commerce. After all, the basis of all realization is content.

Therefore, Shuo Yin once again started with "pictures and texts", encouraging creators to produce more high-quality content, and also encourage creators to realize through content.

According to the conference, Shuo Yin will support graphic creators in terms of flow incentives, product functions, and cash flow channels. As of August this year, the daily viewing volume of tremolo pictures and texts has exceeded 10 billion. It is also found that the contents of the course are more suitable for tourism.

Therefore, in the future, the platform will also be involved in the distribution of traffic. For some real, objective, detailed and useful life experience, strategy evaluation, as well as the interests of the minority who explore themselves and lead the trend, the platform will give more than 40% of the traffic tilt.

At the same time, tremolo has also launched the "graphic Partner Program". As long as the creator publishes the required graphic content within the topic, he can get high traffic support.

Of course, light flow can not be realized, Shuo Yin also specially widened the realization channel for creators. For those high-quality graphics and texts, the platform will give cash incentives according to the amount of search and collection, in order to make the content of graphics and texts more abundant.

The most important thing is that Shuo Yin has also opened up the rights of "graphic business list". In the future, the authors of pictures and texts below 10000 fans can also enter the star map and receive the commercial list.

As we all know, the "star map" of Shuo Yin and "Dandelion" of xiaohongshu are the links between creators and merchants. Experts can release the content of "planting grass" by accepting the invitation or taking the initiative to receive orders, so as to achieve the purpose of realizing the content. The platform can also extract a certain service fee from it.

Prior to that, the conditions for talent to enter the star map were relatively harsh. Either sign a contract with MCN, or sign with the official shaking tone. The former has certain requirements for the qualification of MCN institutions, while the latter requires Daren to own 100000 + fans.

This time, the graphic partner program will directly reduce the entry conditions. As long as the content is high-quality enough, the talents below 10000 fans also have the opportunity to cash in through the content.

It can be seen that tremolo is a must for the ecological construction of graphic content. Behind the word "cash out" which has been emphasized again and again, there is also a dream of "planting grass" that the shaking tone has been unable to put down. Just do not know this time, Shuo Yin can completely break the moat of little red book.

2. After repeated failures and battles, Shuo Yin uses "realization" to attract creators

Shuo Yin's exploration of graphic grass planting began in October 2021.

At that time, the graphic form was also a part of the short video and displayed through the same window. In the picture and text creation, only the creator can select the form of the photo.

And from this time on, the pictorial content of Shuo Yin has a strong commercial atmosphere. The content of pictures and texts released by experts can be linked with commodities, which provides a more convenient channel for creators.

Since then, the shaking sound "copies" the small red book's movement unceasingly. For example, the first level entrance at the top of the home page is changed to "planting grass", all of which are used to display graphic information flow; Change the "like" button to "plant grass" in the short video, trying to occupy the user's mind; Change the grass planting plate into a double waterfall flow display, which is closer to the little red book

But it's clear that the results of these attempts are mediocre. In the final analysis, chattering is based on the recommendation algorithm, while "planting grass" requires users to actively search for tools. Therefore, the compatibility between them is very poor.

Perhaps also aware of this, Shuo Yin launched an independent grass planting app "Kesong" in July this year. From the perspective of the layout of the application, it almost imitates the little red book. The difference is that it involves less content, mainly focusing on "food" and "clothing".

At the same time, the newly launched Kesong is not in a hurry to commercialize, and there is no sign of commodity links in the platform. It can be seen that tremolo also wants to construct the content ecology first, and then consider accessing the star map or realizing it in other ways.

But I don't know for what reason, "Kesong" just went online for a month, and then it was removed from the major app stores. Maybe some functions need to be returned to the factory for improvement, or because of Liang's goal of "getting rid of fat and getting thinner", he is pessimistic about its future.

All in all, today's chatter sound graphics and text grass back to the station, want to through 800 million daily live users to "pull up the seedlings and encourage". In front of planting grass, Shuo Yin has been defeated and fought many times. Naturally, she is not willing to let xiaohongshu eat all the dividends of this mode.

In the latest test, the first level entrance of "exploration" is tested in the homepage of users interested in pictures and texts. It is very similar to the previous "planting grass" plate, which is also the information flow of double column waterfall. In addition, if the "experience" tab is checked when the user uses the tremolo to search, the display of double column text will also be added.

Making such adjustments is more to increase the exposure of text content. Compared with short video or live broadcast, the transmission of graphic information is more intuitive, so it also needs appropriate display methods.

In order to further improve the creation of graphic and text links, more and more creators are encouraged. At the conference, Shuo Yin disclosed the plan for the next half year: the business orders related to pictures and texts will be opened one by one, including customized pictures and texts by merchants and creators, Multi-One collection of picture and text business lists, and one to many submission tasks of pictures and texts.

As for the supplement of platform content ecology, on the one hand, Shuo Yin pays more attention to the realization ability of graphic content. As you know, relying on the pattern of planting grass with pictures and texts, xiaohongshu has received huge amount of financing, and once reached a valuation of 20 billion US dollars. And the dau of xiaohongshu is far less than Shuyin, so the broad prospect of Shuo Yin can not be ignored.

3. There is still a lot to be done in the world of graphic grass planting

There are also many Internet giants who share the same idea with tremolo. For example, Taobao, meituan, pinduoduo station "shopping" plate, and Jingdong, Zhihu station "planting grass" plate. However, it has been proved that the pattern of planting grass with pictures and texts is naturally suitable for xiaohongshu, because it has the form of content community and obvious tool attribute.

The traditional e-commerce providers who study it lack the gene of social interaction and content, and the communities learning it lack the tool attributes. Generally speaking, it seems that only Zhihu is more suitable for graphic grass planting mode, but its performance is still mediocre.

Even so, Shuo Yin doesn't want to give up on the exploration of graphic grass planting. The reason for this insistence is that tremolo has seen hope from the performance of pictures and texts in the past.

In August of this year, Guoji & feigua released the short video live broadcast and e-commerce ecological report in the first half of 2022, which showed that the collection rate of audio-visual content in the first half of this year was 1.47 times that of video; And the interactive rate of graphics and text is 1.32 times of that of video.

Behind the high collection rate and high interaction rate, although there is a factor that the content of graphics and text on the platform is far less than that of video content, it can at least show that the audience of pictures and texts is more likely to think deeply about the content.

Although short video is more stereoscopic, its disadvantage is low information density. In recent years, the rapid development of short video relies on the fact that users can spend a whole day "without brain". The content of the text is more "text" elements, users in the understanding of the more "text concretization" this link, so also need more attention.

As a result, the return rate of users who are impulsively consuming by planting grass in short videos will also be much higher. Users who accept graphic grass planting are more likely to place orders in a more rational state, and will not have such a high return rate.

In addition, "low threshold" is also a major advantage of graphic content. As long as you have the ability to express your ideas through the picture and text circle. This means that the number of participants will increase significantly when the buffeting increases the support for the content of pictures and texts.

However, there are advantages and disadvantages in everything. On the good side, businesses / brands will have more choices in marketing in the future; But on the other hand, the influx of "creators" is bound to make the content of the platform mixed, and even bad money may drive out good money.

For tremolo, the next most important thing is to increase the protection and support for high-quality original content. "Quantity" is the basis of "quality", but "quality" is the premise of efficient realization.