I am sort of a new media senior citizen. graduated from Hong Kong at the end of 2015 and entered the field of WeChat public number. Because I have always loved text creation, and also keenly found that the territory of text creation has shifted, no longer QQ space, forums, blogs, but WeChat public number. So it started because of the love of text creation, attempted to try a new medium and entered the new media industry, not essentially seeing new media as an opportunity.
2015-2018 are basically in the public + microblogging field, there are some small achievements, joined Sina Zhejiang soon after the new media department editor-in-chief. This comes from the fact that I have a foundation in writing. Since 18 years, there has been video anxiety, before and after 3 companies are embracing video to different degrees and on different carriers.
I left the last company in May 2019 because my boss wanted me to do jitterbug, and I chose to leave because I felt too sunken after trying it, as well as a mismatch in my team’s expertise. When I left, I told my boss that I knew video was important, but I still wanted to try something else. The boss said, not important, but in the future, video is as necessary for survival as air, sunlight and water. As well as she also talked about some 5G. and I admit I was again very anxious.
After joining the current company last year, it’s mostly graphic content. The company is a social media marketing communications company, as well as MCN, incubating a large number of microblogging WeChat jitterbug accounts, both self-incubation and out-signing. Basically marketing company has all the business companies, there are four branches across the country, I am responsible for the Shanghai side, mainly fashion and beauty. But everyone knows that the fashion beauty of this pendant is very easy [easy to make money, the money is concentrated in the video.
This year, we did two new platform things, one is Shakespeare a small red book. Both are considered to be late into the game. Shakespeare is considered a complete collapse, and Little Red Book has a little new growth, but the process keeps getting confused.
Jitterbug before said 4 months lost a million, is the amount of the company’s entire new jitterbug business plate (including three or four cities dozens of new number). The company’s main goal is to provide you with the best quality products and services you can afford. Recruiting money smashed.
Incubation is divided into internal and external contracts, internal is basically to see which editor/operations/editorial director or even administration/finance/HR has the “Jitterbug feeling” (this feeling is also basic). (It’s only the mind that’s confused), then pull out the internal incubation, set up a person, out of the camera open shake. The various dry good employees of the torture dying.
The worse aftermath is that these themselves 9 to 5 to live a normal life staff, suddenly into the overnight wealth of the net red dream, do not want to live the previous life. The money earned from a jittering advertisement and the money earned from the live broadcast draws a huge pie, which is forcefully shoved into their mouths at first, and they are stuck in their throats. But soon after, they began to gobble it up.
Even if countless failures, they do not want to believe: I can not do short video net red.
The external contract is mainly a face value vegetarian, back and forth to meet twenty or thirty, are youthful and beautiful but also some talented handsome men and women. The kind of I walk on the road have to look back a few eyes. But they all want to be jitterbug netizens, and this will is very urgent. There are even those who stopped going to school halfway through and focused on being a netizen.
Needless to say, Dou + put in, the company’s generosity is the article 500 starting cast. The illusory flow of traffic pouring in, we are all red-eyed calculations broadcast praise than. In the end, it was all earned away by the platform anyway.
Dou+ conversion rate is not good, good content (is verified by traffic with audience content) cast will be good, but bad how to cast no effect. Overall Dou+ is the icing on the cake, without the icing then there is nothing.
At the end of June and July I completely gave up and changed the direction countless times, threw away countless money, and endured the back and forth between seven or eight camera, choreographer and director of the two Jitterbug number. A 30w fans, a 40w fans, are sand sculpture plot line. This is also a track that we finally got traffic to come in after changing direction countless times. But every day of doing Shakespeare is dying. I had to admit that no matter how self-aware I was of my content abilities, I couldn’t do this. I admit defeat.
This year, I started doing jitterbug, which is not exactly chasing a fad, because the fad has been over for quite a while, but strictly a business need. The business side found that a lot of the customer’s budget is on short videos, especially jitterbug, so reverse-push the content side to do video. The main thing is to try it out, and if it works, you’ll make a lot of money.
It’s still a gambler’s mentality, and Jitterbug is prone to overnight miracles, which are almost uncommon in other platforms. For example, the jitterbug knife on the knife so overnight up to 10 million powder, is still stimulating everyone. But the same video platform, B station needs to be refined, microblogging water injection serious basic can not rely on the content of a new number.
So if you want to do short video, want to quickly enter, fast cash, a bet to get rich on the retreat is not accomplished, Shakespeare is the best choice.
The biggest difficulty may lie in the logic of the platform has been different, at the beginning of the jitterbug platform will deliberately to hold a big V, to tilt the flow, to create a god, allowing creators to get rich overnight, but now the platform is more and more decentralized, in deliberately controlling the flow, no longer let a person, a group of people get too much exposure attention. They are maintaining a kind of ecological balance, as well as profiting from it.
Of course, it can be understood that this is a case of jitterbug creators themselves being incapable and dumping the blame on the platform, but in terms of probability, the number of new head honchos in the past two years is also far less than in previous years. The reliance on Dou+ also continues to rise. Mrs. Shakespeare relies too much on algorithms, not people, only algorithms.
Our company has held a jitter head netizen with 1500w followers in 18 years, so it is considered to have some genes and methodology, not a sudden break-in. But in this year’s attempts, the most successful is only about 300w a sand sculpture plot number (commercial value is not high), the others are in less than 100w died.
The other specific difficulties are.
1, Jitterbug’s success is pretty much impossible to replicate, so even if you poach high-end industry talent, it’s hard for him to replicate his previous success. This is not the same as other platforms, if you let me redo a public number, I will be very clear how to do, what it will achieve, this is expected. But there are no expectations with Jitterbug, it changes so fast that the experience of last month may not work this month.
2: Jitterbug can’t stop, which is extremely draining on the team staff and leads to extremely high turnover. I’ve never worked on a project with so much staff turnover. It is the entire team day and night, eat bad sleep badly on the script, shooting, editing, post data observation and replay (especially traffic data can make people completely into slaves), completely drained of personal time, if the 3 do not improve to change direction, if the 1 month number is not up, to abandon the number. Everyone is like gambling, and once you lose a second you don’t want to continue.
The other platforms have a stability period, for example, I can get to xx million fans I can make a profit, into the stability period. But jitterbug isn’t, jitterbug doesn’t advance, it can’t stop. Maybe you can also stop, but when you look at the 4,000w followers of the big wolf dog couple is still two shifts a day and a new direction every week, you are not moving forward is moving backward.
All this mental drain, oppression and anxiety is deadly.
The main reason for the replay failure is that the core of the team isn’t a jitterbug talent, right – yes, that’s me. I’m actually a pretty good wordsmith, even though I studied screenwriting as an undergraduate, but I couldn’t empower Jitterbug.
But even if I could, I wouldn’t necessarily be able to make it.
Not everyone is cut out for Jitterbug, or even considered cut out for Jitterbug. It’s not like great choreographers, great rednecks, and great shooting clips get together to make great jitterbug. Many of our pilots have recruited a lot of great talent for this, but have failed.
As far as I know, the very successful big ones also stepped on countless failed abandonments, so I think failing at making jitterbug is the norm, and accidentally succeeding is a gamble on success. In the end, it’s still a gambler’s mentality.
We all say Jitterbug is a metaphysics. The most important thing to do is to make sure that you have a good understanding of what you’re doing and how you’re doing it. But soon the countryside will also lose traffic, I hope we go to develop Mars.
Many overseas life bloggers have been good, because they can have content thinking to introduce overseas customs, lifestyle and imitate some voice tone. This should be the platform will always support, as long as you live in the overseas and have the ability to content, I think you can do well. But to be able to stick to it, no progress is quit.
People and that is what I said above, do short video team is too tired, if there is no prospect of realizing, we are too easy to collapse and escape. If really made per capita rich, then again tired should be able to hold.
But even so, the team’s exploration of short video will not end. Currently in full swing to do video number, and continue to explore the realization of the model. Video number because and WeChat public number has a strong binding, so it is considered to go back to the original WeChat field, in the ecology of WeChat to do things, as if there is a sense of security.
Little red book on relatively simple, back to my expertise in the field of graphics. It also didn’t take a lot of effort, about two months to 3w powder. I made a personal IP, inspirational women and so on. The little red book broken 5k already has commercial value, 5k-5w powder offer is probably between 500-5000. It’s not much money, but it’s a good-looking side business for individuals.
But what I feel is, it is indeed full of false grass, overflowing advertising, deliberately for the record of life, down wisdom of life summary, but also to the practitioners, readers bring “value. .” Everyone seems to be happy with it.
In fact, there is no secret, or see if there is a new media thinking. Little red book overall or graphic era thinking, good topic selection + attractive title + good-looking cover (new media thinking), can attract people to come in to see, the platform also has a lot of topics to participate in.
There are also many vegetarians whose casual sharing suddenly caught fire, also because the platform is also digging to recommend some real life records, but if these vegetarians do not have new media awareness, can not continue to output iterative content, it is also difficult to achieve the powder and commercial realizations.
But that doesn’t mean that an individual can be a blogger. There are thresholds for documenting life, especially for continuously documenting life. First of all, Xiaohongshu has certain requirements for pictures, and it’s hard to get traffic if you use your phone to shoot randomly very everyday things (unless you’re abroad or whatever special geographical advantage).
Therefore, if you want to become a blogger, you need to learn photography, composition, dressing, and constantly explore life. I prefer to call it “making a life”, because for the average person, life is boring and not inspiring to others. So you have to make your life inspiring to other people, and then you have to record it and produce it, and produce it continuously, and that’s a very consuming thing.
Not everyone has the talent, the passion, and the ability for sustained output.
To truly be a Netflix and be defined as getting ahead, you still have to be able to realize a substantial bar. But most people don’t have the means to stick with it, and once they get to a certain point where they can’t make any money yet, they’ll quit, because they’re doing it for the cash, and this initial desire leads to instant gratification. But that’s right.
If you start out with pure interest and the mentality of sharing your life, you may still have a chance to become a netizen, and I think as long as 100 people like you, you can understand that you are a netizen. But you’ve got a long way to go to make money from it.
I’m now considered a fashion blogger, and if I were to give advice to those who aspire to be a netroots and blogger, I would still say that there’s a lot of things you can do in the world, and it’s definitely not the only way to go.
Doing your own thing, being yourself, is definitely not the same as being a blogger. Trust me, it may be harder for you to be yourself after becoming a blogger. If you work for a company per se, do things that have nothing to do with you, and don’t make a profit by selling your personal image, you have plenty of opportunities to be yourself.
Of course you can understand that after being a blogger, you are working for yourself, everyone thinks so. Everyone thinks so. Except sleeping, you are working for yourself, no more commuting, making a living every day. It’s so miserable when you think about it.
My sister, who has a PhD in linguistics and has returned from studying in Spain, asked me how to run a small red book after she saw that I was doing well and realizing my dreams. She is currently working as a teacher in a university in Shanghai, and her income is not very high. It’s even more difficult to assess teaching positions for decades.
I roughly told her, and she felt bad after hearing that. I said, maybe it’s not for you. She said, “No, I want to try it. I want to make money. In the evening she wrote one, and I looked at it really very academic paper style. I said, “This may not have the flow, you have to change. For example, you can’t write that you’re a “high school teacher” and people won’t understand it. “College teacher.” And you don’t write “material stress. “You just write “no money”.
She went and changed it. It’s still being revised. She’s a Shanghai-based doctor. I said you can accept the name “Miss”? Didn’t she say it was full of Yale, Harvard and Cambridge girls?
I can’t quite put it into words, she’s fluent in Spanish and English and has traveled the world. Now I’m ready to share: what’s it like to be a female PhD floating in Shanghai? “1…… 2…… 3…… Thanks for watching, like to remember Concern Oh. “
Oral author: Lohi
Recent Comments