How do video sites work on users?

We don't have to say anything about the content. Everyone is working hard and the mind is almost hollowed out. Regarding the other point, there is less action on the part of the user. So how do you work hard on your users? Think about it on paper.

First, bring in the doctrine, take the goose factory QQ's set, and then make local changes. QQ is different from video sites. The sticky core of QQ is in relationship, while the video website is content. The purpose of QQ is to stick the user on it, as long as it sticks to it, but it is not necessarily used all the time. In this way, the Matthew effect can be fully interpreted. The video site is different. It requires users to use as much as possible. Because use means traffic, it means revenue. This is the foundation of the video website. In addition, there is one thing that can't be ignored. For video websites, there is no essential difference between paying users and free users. Paying users pays, but skipping advertisements, free user clicks, and watching advertisements make money for video websites. They are all gold owners. Therefore, video websites need to minimize the gap between free users and paying users in the process of establishing ratings and other differentiation. Free users can use the time to smooth out the gap with paid users.

Second: increase the difference between users, or that the gap. Different levels of users get different permissions, such as the font of the person who posted the comment, the right to participate in the barrage, the font on the barrage, the size of the font, the color, the text, and other choices. Different levels of users have different numbers of like rights. This difference is to be expanded. For example, if a user’s comment receives a number of likes or is the top ten, this needs to be reflected in his comments or on the head and other things. It must be recognizable and easily visible. It is best to see it at a glance. In addition to the differences between paying users and free users, other differences are needed. For example, both paying users and free users are participating in the top 10 reviews at the same starting line, or are not surprised at the endless number of titles. Of course, to control the quantity and highlight the preciousness of these titles (the winners of these titles will be the core users of the video site, their value is not only to contribute revenue, but also to have a magnet effect that can attract non-core users. At this point Most companies do not do well, thinking that they sell their products, and then their relationship with the user is over. As everyone knows, this is only the beginning.)

Third: sense of participation. The sense of participation is a wonderful thing. Its role is beyond imagination. For video sites, how to enhance the sense of participation, UGC (User Generated Content, that is, user-generated content) is a must. Undoubtedly, UGC can effectively increase the user's liveliness and sense of participation, and increase user loyalty. However, for video websites, especially for current Chinese video websites, UGC has a threshold, which is an insurmountable threshold, and over 90% of Internet users are not capable of producing video content. In fact, this is not a problem at all. If we stand taller and jump out of this video circle, we will find that UGC is not so narrow, not only video is UGC, UGC can be a barrage, it can be a long comment, it can be a shrewd comment, it can be like , It can be a secondary clip, it can be a click. UGC is extensive (or, can put forward a concept, UGC). All of these can increase the sense of participation. Someone may question how to count UGC in one click. Before answering this question, I would like to ask a question, how do you filter the video? Friends recommend, Douban score, is there still a click number? The number of clicks is more important than you or I think. It is not only important for video sites, but also important for users.

Fourth: to enhance the sense of participation, or that is to enhance the enthusiasm of the user UGC, allowing users to invest more time and energy in the UGC. On this point, you can start from two points. One is to take out the real benefits of gold and silver, so that good UGC income. This income should be attractive. At the same time, the collection of high-quality UGC, establish their own exclusive content. For video sites, this investment is more appropriate than buying copyright. Although this kind of UGC may have other limitations due to the degree of professionalism, it cannot attract too many users, but it can be used to make up for the lack of quality. At the same time, this content is destined to be niche and quite sticky. In addition, we must also note that if people are connected to the Internet, they will have a steady stream of high-quality UGC. A steady stream of high-quality UGC means a steady stream of traffic (in fact, UGC is turning to PGC, specialized in producing content). The second is to make users UGC get more returns, in addition to the level, there are other rights, so that users get a sense of satisfaction and identity. For example, a channel can be set up specifically to show comparisons of poisonous tongues or interesting depths. For example, a user with a grade lower than his or her two or more levels may be banned for five minutes (for this right, I personally recommend it carefully). In this regard, I think we can refer to the current mode of operation of the more popular free online games. Once it becomes an in-depth user of a video site, then users will be firmly tied to the video site. Even if this site does not purchase the copyright of a variety show or work, its in-depth users are still willing to express their views on this site, and look ahead. The prediction of this situation is based on two considerations: First, becoming a deep user takes time, requires energy, and is the result of labor, thus sticking users to the site. If it is appropriate to increase the difficulty of becoming a deep user, for example, to become a deep user, not only the time requirement, but also other requirements, such as the number of likes to get comments, the release of UGC content, the number of clicks on UGC content, comments, like Numbers, etc. (UGC is not necessarily a video, but it can be a second or third re-creation of existing content on a video site. For example, a barrage, for example, the contents of which are further derived, the creator can show his face, not Needs photography equipment, there is a recording equipment. About this, you can refer to YY). If you become a deep user, you need to go through some hard work. After becoming a deep user, he or she will have a hard time giving up. Second, it takes time to become a deep user, and it is very likely to become a habit. The power of custom is great. Once the user has developed the habit of having a thing on a video site, it is almost invincible as long as the video site does not appear to be big or changes in the times.

Fifth: The benefits of UGC are manifold, and besides the sense of participation, it is also attractive. For example, how many users go to NetEase is running a comment instead of a news item. If a comment is attractive enough, does it attract users to watch the video? Then participate in the review, and finally like a snowball.

Starting from the user, the ultimate goal is to drive the user to make the video site become a video-based community first, and then, to reduce the core position of the video, enhance the user's status, and finally form a community.

There is one more thing to mention about video sites. Just a few days ago, station A was sent to the dock by Youku potatoes. Rumors that Russell proposed a settlement plan is that Acfun will use its equity and 18 million in cash as compensation.