Adhere to the YouTube mode 56 network to dig deep content marketing value

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A few days ago, Google appointed the original advertising business Senior Vice President Susan Vosiki (Susan Wojcicki) for its video company YouTube new CEO. The move marks Google's focus on YouTube advertising. As the creator of the video industry UGC (user original content) model, the success of YouTube has been the focus of the industry.

The YouTube model has a broad market outlook, according to emarketer, a US market research firm, which last year received 21% of U.S. video advertising revenue and a global revenue of $5.6 billion. And as the successor of the domestic YouTube model, since 2005, 56 network through massive UGC video, and constantly provide users with the freshest, most youthful, most interesting video content, become China's most YouTube mode temperament, the most popular entertainment video media.

Stick to YouTube mode UGC, PGC keep abreast

Into the 2014, the trend of multiple-screen fusion more and more obvious, the issuance of 4G license to the mobile video market potential is further stimulated, this video UGC to the outbreak of the unprecedented convenience and imagination space, has been the founder of Tudou Wang known as "industrial wastewater" UGC once again become the industry's incense cakes.

As the video industry has been in the UGC training and development platform, 56 network founded at the beginning of the UGC as an important strategic development direction, experienced the video industry 8 years of ups and downs, 56 still adhere to UGC, at the same time, 56 network also began to build the flagship of the brand PGC "micro-column", 2012, 56 Network launched a "micro-column" channel, intended to attract more quality PGC (institutional original content).

56 Network founder and CEO Zhou Juan that "mining, procurement, integration of quality original content is a test of eyesight and patience of things, to a certain extent, as long as the operation of the fund video content." But its incomparable advantage lies in, the exclusive quality content will cultivate the user loyalty, enlarges the brand influence, on the massive UGC Foundation can further enhance 56 net original strength. ”

Up to now, more than 70 PGC original programs have been settled in 56 nets, provide more than 20 hours a week of original content, daily average of more than 10 million, including "the Earth people to engage in the object Guide", "Beauty meter", "Bo High Chat", "one seat", "100,000 Cold Jokes", "Big Walk" event And so on the network is very high popularity of the program, harvested a good reputation.

UGC covers the breadth of content, the main contribution of flow and participation, and PGC to maintain the depth of the content, mainly to establish brand, create value, a UGC based, self-made content, high-quality PGC as the focus of the quality of the original system has become 56 network to build differentiated competitiveness of the core advantages.

Continuously explore the value of video social mining content marketing

In the domestic numerous video website, 56 net is undoubtedly set UGC and SNS these two kinds of advantage in one video website, after joining everyone in 2011, the 56 network began to make strategic arrangements in video socialization, and in 2012, 56 networks and Renren, Sina Weibo, Tencent Weibo and other mainstream social networking sites to achieve the integration, Established the obvious advantage of "Ugc+sns".

Zhou Juan that "video and social integration is currently one of the most important trends in the Internet, video-sharing sites to UGC features of the content differentiation advantage will gradually enlarge, micro-movies, video and so on, such as short sighted frequency of social networking sites are the most important video content." ”

And in the localization of the commercial value of the exploration, 56 network has been in the forefront of the industry. Zhou Juan said: "At this stage of the domestic situation, purely by the form of CPM is difficult to impress the creation of quality content ability of the original video author or organization, the domestic still in the embryonic stage of the original video outbreak." She disclosed that the 56 network "micro-column" will adopt the "joint copyright" and "complete copyright" mode of cooperation, this cooperation to the producers to bring much higher profits than the traditional CPM.

In addition to the regular patch advertising revenue model, in last June, 56 network was the first to set up a video content marketing Alliance, 56 network vice President Li said, "We adhere to the UGC and original self-made content as a content marketing, attract users, service advertisers the core way." , in the next few years 56 nets will be with partners to create a set of program production, distribution and communication, content marketing as one of the new media content of the entire industry chain, through the deep industrial chain upstream and downstream resources further excavation of homemade programs, micro-film content marketing potential. ”