The difference between Tik Tok vertical content and pan-entertainment content.

First of all, starting from a phenomenon around us, there are funny bloggers and beauty bloggers who are also fans of 100w. Although the number of funny bloggers is only a few thousand to tens of thousands, and the number of beauty bloggers is also tens of thousands to hundreds of thousands, if we look at the monthly business income, the income of beauty bloggers is often about ten times higher than that of funny bloggers. Why are millions of fans so different?

This is because funny content has more fans, wider audience and easier access to traffic. Then why do beauty bloggers have fewer audiences and fewer fans, and the traffic spread is not as high as funny content, but the business value is higher? This involves the difference between vertical field and pan-entertainment field.

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02

The difference between vertical domain content and pan-entertainment domain content

Pan-entertainment content is characterized by strong universality and strong communication. Regardless of funny, celebrity, gossip, social, emotional, emotional and other content, the biggest feature is that the user composition of these contents is complex and there is no unified label. Everyone can watch pan-entertainment content and love it. This is a way for everyone to kill time.

Compared with the content characteristics of vertical fields, the content of each field is very different, and users in each field have at least one * * * tag. Ji Shen strategists summarized the vertical field into three blocks:

The first field is my professional skills, such as development, design, language, production, engineering, finance, marketing and so on. When users look at professional skills, they hope to add points to their career planning through learning.

The second field is my stage identity, postgraduate entrance examination, mother and baby, marriage, decoration, stock, illness and so on. The characteristic of these fields is that before entering this stage, users will not know or be interested in the content of this field, but once entering this stage, the demand for the content of a vertical field will increase greatly.

The third field is my hobby, beauty, military, cars, games, animation, fitness and constellations. The types of interest and love are different from the former two and accompany the whole life stage. Even with the growth of age, users are still interested in the content of this field, which is interest and love.

Therefore, strategists in Ji Shen believe that the core difference between pan-entertainment content and vertical content is the * * * tag. Vertical domain content, users have * * * tags, and pan-entertainment content has no * * * tags. Vertical domain content is to solve users' professional knowledge needs, interest needs and consumption upgrade needs, which is significantly different from pan-entertainment needs. From this point of view, it can better help you understand what kind of content belongs to the vertical field, that is, whether the users of a certain content have * * * sex tags.

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03

Why can vertical domain content develop?

Back in 2008, Ji Shen strategists remembered that Nokia and Sony were the most popular mobile phones at that time. Internet access depends on desktops and wired networks, and people will spend a lot of time on TV dramas, newspapers and magazines. How to get vertical domain content ten years ago? Take maternal and child knowledge as an example, there are mainly the following centralized ways. First, it is obtained through relevant areas, such as maternal and child areas or maternal and child-related scenes, which is the first scene for users to understand maternal and child users in concentrated areas; The second is related journals. 10 years ago, vertical domain content was distributed through periodicals and magazines, and vertical domain content was continuously produced to meet the needs of users. The third is the portal website, which meets the needs of users through the community or portal website, and the fourth is the bookstore, where the vertical content can be found in the offline bookstore.

The biggest difference between ten years ago and ten years later is that ten years ago, content was obtained through mainstream media channels, including TV, best-selling paper media or online portals. Now, users can get a lot of different information through any information flow software, and there are many vertical applications to meet users' needs. In addition to channels, content forms are also very rich. In the past, it was mainly graphic, but today, short videos, live broadcasts and other interactive methods can be presented to users in real time. Even e-commerce platforms have many differences. The new e-commerce platform will push content to users according to user data, user habits and products.

Today, ten years later, there are two biggest changes in the content we have obtained. One is big data, which used to be used to find information. Now information can be automatically matched to users. The other is media discretization. In the past, we used to look for content through mainstream media channels, but now these contents are scattered in various content forms.

What happened in ten years?

(1) With the infrastructure of mobile Internet, smart phones have become ultra-high coverage network devices. Volkswagen has a terminal with high computing power;

(2) The development of social media has gradually cultivated the habit of users expressing public opinions, and everyone has a microphone in his hand;

(3) Content forms and channels are diversified, and various products such as pictures, texts, short videos and live broadcasts share users' time together;

(4) Based on big data, information transmission becomes intelligent. In the past, you were looking for content, but now the content is looking for you;

(5) The natural development of the online community, no matter how small the interest, also has peers gathered online.

In short, the core driving force for the development of vertical domain content is that it is equally easy for a user to watch pan-entertainment content or vertical domain content continuously in the current mobile Internet environment. The right of users to choose their own content has been greatly improved, and the long tail of vertical content+quantity increase+community gathering has formed the driving force for development.

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What should vertical domain content IP do?

1. Configuration

The first step in building IP is to locate and find out the position of content in the long-term development process, that is, who is watching and consuming your content. Then plan, shoot and distribute. As for distribution, in the past, we used to distribute content through video platforms, but in the past two years, more and more will be based on social media and short video platforms. After the release, IP construction has just begun. Your content is only a basic material at present. You should improve your content more through operational interaction, data analysis and iteration of the data and conclusions obtained from this release.

First of all, strategists will talk about positioning. Under the opportunity of vertical content, whether the Red Sea and the Blue Ocean are important or not. Everyone should understand the big environment and recognize themselves.

For example, papi sauce, the slogan she keeps emphasizing-"A woman who combines beauty and talent" is actually a ridiculous slogan, but users will have a vague positioning based on such a slogan and the content form of papi sauce. The mastermind also has his own position, haha!

plan

The most important thing in this part is to understand this problem: short video is not artistic creation, and the content of short video should be more based on data when planning, and the form is just shell, so reference is more important, and script is more important than mirror image. In the past creative process, our team will find some core data through the data platform to support our reference and mode determination in topic selection and content form. Tik Tok· Ji Shen Camp is a gathering place for planners. You can join this community!

shoot

Devices can be added, but they are not required. Shooting short videos is different from advertising and filming. The "light and sustainable" solution is the top priority of shooting. In the membership course of Tik Tok Jishen Camp, there will be many people who make clips to share their experiences, which is n times more labor-saving than exploring for themselves!

question

For distribution, the most important thing is to recognize the characteristics of different platforms. In the current media environment, fragmentation time is distributed on different platforms, and users' expectations of different platforms are also very different. For content creators, it is more important to make the right content on the right platform. Here we briefly summarize these six platforms.

A big platform like Tencent Video is similar to a theater and cinema. This is a ritual experience. Everyone comes to watch the big drama, so many short video life-oriented contents are not suitable for distribution and operation on the video platform.

Weibo, like the central square of the city, is the center of communication. People enter different circles to interact through such squares, so there are many things that we can discuss in Weibo. Content that can form layered communication can be ignited.

Wechat has gradually become people's life and work circle, including life, work and acquaintances. In WeChat, a lot of content should provide the value of social currency. When users look at the content, they not only look at the content itself, but also express what kind of person I am through the content.

Tik Tok platform is more like a snack street game hall because of time constraints, vertical screen experience and product big data matching. Users kill time here by using fragmented time entertainment.

Little Red Book is like a scene of coffee and afternoon tea, where girlfriends discuss gossip and share their experiences.

Finally, the e-commerce platform is doing content channels. For Taobao, although he also does content, it is like a big shopping mall for users. The user's mind will first choose to shop and shop here. Your content should be combined with related attributes, rather than doing some emotional and brisk content in the e-commerce platform.

5. Operational interaction

After the content was released, the work has just begun. How to precipitate fans and increase interaction?

The most important part of precipitating fans is that you have to interact with fans. When all the fans first saw your content, he was just an audience. When he was willing to comment for the first time, he already extended an olive branch to you. As an operation, you must complete such interaction, so that users can feel your real existence, and then IP can be gradually operated and developed, and the stickiness and relationship between you and users can be strengthened.

6. Data analysis

In data analysis, in addition to background data, we should also pay attention to various data platforms, which can provide many effective data conclusions and data parameters to help you better complete the content iteration account.

7. Content iteration

According to the data, according to the user's message feedback, adjust the content form and topic selection, and continue iterative planning, production, distribution, operation and data. Taking Uncle Xiong's kitchen as an example, when we observed the data and user feedback in the second episode in the background, we found that a large number of users would drag and drop the video and jump backwards in the first five seconds. We watch this video specifically because the title is too boring and has no substantive content, which makes users impatient. So we iterated in the third episode, and at the beginning of each episode, we made some scenes that users needed. This is an example of adjusting content and iteration through data manipulation and data feedback.

To sum up, the most important points need to be emphasized with you:

1. The value core of vertical domain content is that users have * * * labels, which is an important part different from pan-entertainment content;

2. The reasons for the rapid development of vertical content in recent years, and whether it can continue to develop in the future. The answer is yes, because the user's choice of content has been greatly improved.

In the IP development path of the whole vertical operation field, there are also some experiences that I hope you can understand:

1. Choose the right track and find the right core value point; See the overall ecology clearly and learn to leverage;

2. Short videos are not artistic creation. Based on data selection, planning is more important than production quality;

3. Deeply understand the attributes of the platform and make correct content on the right platform;

4. Tracking data, continuous operation and active iteration.