Needless to say, new media operation is still an indispensable position for enterprises. The bad news is that business owners are only 8.3% satisfied with the status of new media operations, according to iiMedia Research.
This is the collective anxiety of all business owners and new media practitioners. This paper will focus on the growth of new media people, the development trend of the industry, and the feasibility of new media live broadcasting to discuss the next round of breakout points of the new media industry:
1. How do new media operators break through the bottleneck period?
New media operators, often have the resentment of unrecognized talent.
Even if your college entrance examination composition full marks, national duan Zi hand level nine, Ps, Gif, AE are all fine, attracting fans routine is all impassable, but the effort is not return, 100,000 + forever far away.
Some people will complain that the boss always let advertising, partial Alipay articles 100,000 +; Some say that readers have bad taste, but many of the writers with official titles are professional media professionals; Some people say that they disdain to chase hot spots so not popular, but ermore such a maverick, video play has exceeded 25 billion; Some people say that the market is too red, but almost every month there are many new faces on the list, and the door of opportunity is always open.
What’s the difference between you and these headliners? In addition to solid creative skills, the key is to grasp communication trends and market opportunities. Let’s assume that today’s new media practitioners go back five years and know the user preferences and industry breakout points of each period, it would be difficult for them not to succeed in content entrepreneurship.
In contrast, many current new media operation courses teach mostly 4A advertising copywriting courses + summary of common routines. However, even if you can copy popular public accounts for a while, you will eventually see users switch to more fresh and interesting others because of the lack of foresight and innovation ability.
Therefore, in the bottleneck period of new media operators, in addition to improving content production capacity, might as well open the vision, to think about the nature of enterprise new media? Where does it end up? Knowing this will allow you to get ahead of the curve when the next wave comes along.
Second, what is the next outlet of new media?
Brief section says that live broadcasting will be a new media opportunity urgently needed by new media operators in the future, which will be widely swept in the circle of friends, given priority in the promotion of corporate activities.
From a macro perspective, the enterprise operating their own new media, is essentially the media everything upgrade of the enterprise, enterprise through continuous accumulate their own content production capacity, gradually has the media resources and capabilities, the upgrade of the final form, is the enterprise can get rid of the dependence on advertising company with professional media, entirely by themselves to host the new media department marketing of total control is carried out.
And in this process, we see a large number of enterprises of new media, has been completed from the text to the graphic, audio, H5, updating the expressiveness of rich media such as video, right now, the video is from video on demand of a class, turned to more concentrated short video, in the most efficient way to give information to the user, and marked the process of enterprise media everything eventually link, It is a live broadcast that delivers first-hand information and real-time interactive communication.
From the practitioner’s point of view, every content media upgrade will be accompanied by a new wave of 100,000 + public number birth. In 2018, the short video market has been full of giants, but new media live broadcasting is in the ascendance. It is time to seize the last opportunity to upgrade the content of live broadcasting.
Iii. When will the new media live outlet break out?
This may be the first time you have heard of corporate new media live broadcast, but since the outbreak of network live broadcast in 2015, the market size of corporate live broadcast has achieved a sequential growth of 275-300% for three years. However, the scene is still focused on brand activities such as summit live broadcast, e-commerce live broadcast, new product release and large annual meeting, and the combination with new media is not high.
However, before the large-scale outbreak of new media live broadcasting, there are still three constraints: traffic source, content production and bandwidth cost.
In 2018, the number of live broadcast users in China is expected to reach 460 million, and more than 80% of live broadcast users do not mind watching content with corporate advertisements. On the other hand, with the improvement of infrastructure, the threshold of camera and post-production is greatly reduced, 56% of enterprises have video production capacity.
Live broadcast of the current major obstacle of the enterprise, is the user in the process of watching live video transmission cost of high flow – often the rate of about ten thousand people live level assembly produce a cost about 5000 yuan, in 2017, the cloud conference ten million people watched this congress, traffic cost can reach millions, this clearly unsustainable for small and medium enterprises.
The good news is that the enterprise live streaming platform — Witnessed Live recently released the annual unlimited live streaming package, which has no cap on live streaming and on-demand streaming, thus solving the cost concerns of new media users. The package price of 4,666 yuan may only be the sponsorship fee for an event of 100 people, with low entry threshold and huge imagination space. Witness live this move will greatly advance the new media live a large area of time.
Iv. How to play the enterprise new media live broadcast?
Enterprise live platform similar to yi qi xiu of H5 production platform, can help the new media operators faster and more simply for content creation, platform functions including video collection, distribution, interactive operation, precipitation transformation, data analysis and secondary transmission, users only need to follow the guide platform, can get what you want to live.
Alibaba Cloud Habitat, a well-known community in the technology circle, launched the new media live broadcast plan as early as September 2016. Up to now, 570 events have been launched, attracting 23 million programmers to watch.
The live broadcast scheme of the cloud habitat community is not complicated. Generally, technical masters shoot multi-person conversations through desktop capture tools or cameras, and then watch the live broadcast and synchronize it to aliyun official website, App and new media matrix for distribution. If users want to watch the live broadcast, they must log in aliyun account.
Through the new media live broadcast, the cloud computing community created brand output, user communication, platform to pull new cloud COMPUTING IP operation plan, cloud computing conference let all Chinese people know about cloud computing, big data.
In contrast, Daqing Oilfield, as an industrial group with 240,000 employees, has a large number of staff competitions and presentations. In the whole year of 2017, Daqing Oilfield initiated 112 new media live broadcasts, which were simultaneously broadcast in The New media matrix of Daqing, and the average viewing volume exceeded 300,000.
From the perspective of industry, the new media operation of education industry and financial industry is more likely to have a wonderful chemical reaction with live broadcasting.
The education industry itself has a strong capacity to produce video content. Through the powerful subdivision ability of new media live broadcasting, and then importing premium courses to purchase, the conversion rate is very high. And the market explanation, financial strategy, has always been a hot topic, Industrial Bank’s App – Industrial Research, has released 73 xing Research live, content operation has brought 230,000 registered users; In 2017, bank of China’s provincial public accounts released more than 300 live financial broadcasts, depositing nearly 1 million customer clues.
As the process of enterprise media is about to reach the next stage, live broadcasting is a worthy choice for both new media practitioners who are in a bottleneck period and business owners who prefer to see the results.
Liu Kuang public account, ID: Liukuang110