3 minutes to read, what is self media, self media can earn money

Data shows that more than 70% of self media people monthly revenue is less than 5,000 yuan, only 10% of self media people monthly revenue more than 10,000 yuan.

Meanwhile, advertising earnings account for the bulk of the cash, 35.5% of the self media is mainly through the traffic master and other traffic share to profit, 30.7% of the main source of self media earnings for the soft ads, also known as native advertising.

So most of the self media people have a hard time, not only there is the problem of difficult to profit, but also suffer from the operation.

The three major difficulties of self media operation

1. Traffic: how to increase the number of fans? But there is an obvious ceiling for the growth of fans in the self media, take the microblogging public number as an example, the number of head self media microblogging public number breakthrough even very impressive, more than a million of self media are very few. Compared to a netizen, their microblogging fans of millions is very common, and more can even reach the level of ten million.

2. Activity: How to retain users? How to maintain the user's long-term browsing? Self-media platforms to build content into products, the core is to help users solve problems, as a tool for the existence of. For the individual or small team operation as the main characteristics of the media, to continue to provide a high level of content is not easy.

3. Commercialization: How to brand? The key to the commercialization of self media lies in the realization of personal charisma, however, in the virtual space, the level of interaction is particularly weak, to strengthen personal charisma, to create a personal brand is very difficult. How to establish a stable personalized brand and operate it well may be the key to creating a self media business model.

Advertising-type profit model of self media

Model analysis: through the free content to attract and retain users to realize traffic cash, the model is mature.

Types of advertisements:

(1) Platform advertisement

Model: By displaying advertisements assigned by the content platform, the advertisers get a corresponding share.

Analysis: it is the main source of income for the most self-media. Characterized by the operation is simple, self-media people only need to do the entrance of the traffic. Such as micro letter public number good wide point of access, headline advertising of the headline platform.

(2) native advertising

Model: provide personalized and customized ads according to their own brand characteristics and advertisers' needs.

Analysis: it is one of the sources of income for headline self-media, characterized by high demand for self-media people's content output ability, the need for in-depth understanding of advertising products, strong fan stickiness, while charging a price that is not cheap.

Thinking: why the ads of the self-media are worth the money of advertisers

One, the value of the flow - the user is accurate

When you have the user, you have the capital of the business transaction, the so-called flow thinking, is to become a channel that can reach the user, the user a group of fans and have a stable The reading volume of the media is a traffic entrance, for a class with a certain right to speak to the class president is a traffic entrance (ordinary students may not be able to attract the attention of other people, the degree of attention is low), if you have a large circle of friends that you are also a traffic entrance, you will find that the user does not actually belong to you, but their attention is a resource that you can control.

Insert a short story here that I read recently!

Stanford University entrepreneurship class on a challenge: they need to use the envelope of five dollars as the start-up capital to make as much money as possible in two hours, there are four days of planning, once the envelope is opened that is, the task is opened, and finally in the classroom with three minutes of time to do a PPT report. What would you do?

The conventional thinking is to maximize the use of the five dollars of resources available, looking for low-cost low income jobs. So many students use their five dollars to buy materials and then wash someone's car or open a juice stand.

But in fact, the team that made the most money didn't use the five dollars at all, because limiting your vision to five dollars will reduce a lot of limitations, and five dollars is basically the same as nothing, jumping out of the five-dollar box, looking for a business opportunity to start a business from scratch. For example, there was a team who made advance reservations with restaurants and then sold each seat for up to $20 to customers who didn't want to wait as Saturday approached.

But there are others who don't use either the $5 or the two hours of money-making time, and who believe that the most valuable resource is the three-minute presentations in class. Stanford, as a world-renowned school, is not only a place where students want to squeeze their way in, but companies want to squeeze their way in as well, so the team sells the three minutes of class time to one of the companies that advertises for jobs. That's how simple it was, three minutes made $650.

The story finished to the time of thinking: there are only dozens of students in a class, this traffic is not big ah, why can make so much money? I have hundreds of people in my circle of friends is not earn more?

Then it was not, the above case is not a case of flow thinking but user thinking, although Stanford University, a class flow is small, but based on the recruitment scenario of the marketing of the user is accurate and valuable. For example, catering bosses within the reference only 220,000 fans but can reach a valuation of 100 million, here in addition to the industry, and brand value, the most important is the core user more, accurate fans more.

The more accurate the user, the greater the value of the advertisement, since the media and traditional media is a big difference lies in the media can be more distinctive personal color content to attract a group of relatively concentrated portrait of the fans, for the brand to bring a more accurate traffic value. In particular, the verticalization of the self media can make the scale of the audience stable gathering, although their number of fans compared to the platform type network media or marketing self media number is less, but the user's demand for the public number of the content is stronger, the viscosity is longer, the target audience of the advertisement is more accurate.

Two, cash - high conversion rate

In this society advocating precision marketing, although many platforms traffic is great but the conversion rate and turnover is not as good as the self media, because a lot of traffic is paid invalid traffic, and the self media marketing to achieve a high rate of conversion on the one hand because of the user orientation More accurate, on the other hand, because of the value of content marketing, it can evoke a certain psychological user to briefly become another person, this is the "psychological arousal value". For example, Wenyi's public website once sold 1.5W cutting boards in 10 minutes, which was worth thousands of dollars and sold less than 10,000 in Asia. Under normal circumstances, a person will not go against their own cognitive habits to buy a far more conventional price of goods, but the self media content through the beautiful, extreme cooking experience continued to describe, let the human heart desire, briefly into a "worship of the beautiful, extreme cooking experience" of people, thus stimulating consumer behavior.

So the simple traffic strategy can only promote the user's simple behavioral decision to buy, while the content marketing approach can change the cognitive mind, enhance people's motivation to buy, so as to promote the complex decision-making goods purchase behavior.

Third, the brand - word of mouth to enhance

The purpose of advertising not only to increase awareness but also to enhance the reputation, and the self-media content can achieve the effect of guiding public opinion, can play a brand publicity rather than the effect of the product publicity alone, so as to enhance the brand image, to guide the user's word of mouth to enhance the user, and a with a soft wide A good article or short video is still essentially good content, many people will still be willing to share and forward, which forms a social free self-propagation. In terms of experience, the self media in Zhihu is more suitable for rational public opinion control, crisis public relations necessary strategy. Self-media in WeChat is more suitable for sketching and shaping the brand image, and utilizing good writing to dig into the deeper level of the product.

At present, the advertising model is still the mainstream of self-media profitability, but for content entrepreneurs this is not considered a highly profitable and sustainable model, as can be seen from the fact that it encounters two huge resistance - content and cash, so the development of the self-media must be required to tap more user value, data value, personal IP So the development of self-media must need to tap more user value, data value, personal IP value, toward the path of e-commerce type, community type, derivative services, platform type, the final stage of the self-media is no longer self-media, will take off the shell of the self-media, to become a real company that can retain users, with more commercial imagination