Do we make our own accounts purely to record our lives and share our feelings?

Or do you want to get more income from advertising?

Or to create a personal image and empower your own brand?

Different ideological seeds will continue different growth paths, and will also affect your many choices on the road of creators, so knowing yourself is the first step. Personal demand is not completely equal to market demand. The three monetization modes analyzed below are mainly aimed at people who want to get more income through traffic monetization. In the process of understanding, they can also infer what are the good liquidation points when making content.

Liquidation mode 1: brand advertising cooperation

Brand-Supplier /MCN Organization-Creator-Content Platform-Consumer

Amateur bloggers: below 1W fans; Tail bloggers: below 10W fans;

Yao blogger: 10W-80W fans; Head blogger: 80W fans+

In brand cooperation, how do brands choose cooperative bloggers and how are bloggers seen?

From the market environment, each platform has different content attributes and consumer groups, and also has its own differentiated business model. Therefore, when advertising, the brand will also have a budget tilt. Target customers, policy updates, traffic changes, time nodes of social platforms and other factors will indirectly affect the budget proportion of brands in different platforms. For bloggers with a single platform, there will be greater competitive pressure, which comes not only from creators of the same platform, but also from creators of other platforms.

The first competitive creator is a blogger who creates personal IP on multiple platforms at the same time. This type of blogger can not only reduce the risk of being affected by market factors, but also better capture the brand's attention in the whole network. However, this all-around player is very rare in the industry. Most creators don't have enough ability or energy to thoroughly study the gameplay of various platforms in a short time. So if you are just starting to make a little red book, it is not recommended to make full platform content from the beginning. It is also suggested to enhance your personal competitive advantage and business value on a single platform from the following three dimensions, and then consider developing on other platforms.

First of all, build people's design orientation. Exquisite personal design is an important bridge between you and the brand. An important factor for bloggers to choose brands is whether people's design and tonality match. Including personal positioning, style, film effect, fan base, etc. Presented by your own main business, being a blogger in a vertical field will help your brand in this field to see you faster, identify you and remember you among many bloggers.

The key factor for bloggers to choose brands is to look at the cost performance of accounts. Cost performance can be divided into two parts: tangible data and intangible value. Each social platform will have different KPI indicators. At this stage, for Xiaohongshu, the brand will consider the cost performance of the account through data. The most common are CPM and CPE.

CPM: the ratio of the blogger's quotation and the number of small-eye readings multiplied by 1000. The lower the value, the higher the cost performance of the account.

CPE: The ratio of the number of citations of bloggers to the average number of interactions. The lower this value, the better the activity and stickiness of account fans, and the higher the cost performance.

Generally speaking, the brand requires the CPE of the account to be between 15 and 40, and the CPM to be less than 100.

If hard indicators are really difficult to break through, we can also try to improve soft power to add color to brand advertisements. Common bloggers are product introducers in brand cooperation, telling how good the function of a product is, so that fans can quickly understand it and the content is similar. There are also some good bloggers who belong to the value providers in brand cooperation, dig deep into the internal needs of the brand and show the core values of the brand to fans through their own creativity.

If fan interaction data (hard indicators) and advertising added value (soft power) are difficult at first, I suggest you use your social circle to close the relationship with the brand first. For example, take part in more offline activities of brands, do more brand exposure in content, take some replacement notes, connect with brands, establish links with brands, and push yourself ahead of brands.

Two factors in brand selection of bloggers: personality and tonality+account cost performance.

All-round player: IP blogger of the whole network, with many contacts with brands and high selectivity.

Professional players: accurate personnel setting+improving cost performance +PR social skills

Liquidation mode 2: e-commerce live broadcast with goods

Before considering on-site delivery, we should consider two questions:

1. Do you like live broadcast? Is your personality suitable for live broadcast?

2. What is your customer orientation? Which platform do you want to choose for live broadcast?

First of all, you should judge whether you can say it, and then consider how to say it. As a new tool and carrier, the core of live broadcast lies in the blogger himself. The traditional note-taking form is biased towards one-way output, while the live broadcast form is biased towards two-way interaction, which will be very real-time. Compared with graphic video, live broadcast can deliver a lot of information to consumers faster, but it has higher overall requirements for bloggers. The second is to consider the platform. What platform do you choose for live broadcast? Live broadcast has different characteristics on all major platforms. The premise of little red book live broadcast is that bloggers need to have a certain fan base. As a new track choice, live broadcast mode can assist the breakthrough of powder increase and quotation. After professional training, the realization mode can be developed into live broadcast with goods and live broadcast without grass.

Commodity supply chain -MCN organization (content creator)-live broadcast platform-consumers

Increased exposure and competitiveness can assist the original form of liquidation.

Liquidation mode 3: personal peripheral products

This is a difficult monetization mode, which is suitable for well-known bloggers with relatively high popularity. You just need to get to know it in the initial stage.

1, publishing personal books

2. To open a store to be your own brand, you need to have initial capital in the early stage, and you need to investigate the supply chain and market situation of products in the later stage, and you need to build an operation team. A complete entrepreneurial link is actually more difficult. It is not enough to do this just by flow. If the energy strength is not enough, you can try to link with the brand first and test which products your fans are willing to pay for.

To sum up:

Brand advertising cooperation-low threshold and high competitiveness

E-commerce live broadcast with goods-different tracks to improve fans' stickiness

Personal peripheral products-play traffic, irreplaceable