My Age of Investment

"...In addition to completing the goal of 100 million registered users this year, I think the company needs to focus more on content and ecology."

Alex said: "As you said before, Darren, let some people change from "hobby production content" to "professional production content".

To achieve this, they have to give them a good income, so that the content producers can support themselves, even their family, and even become a rich man.

But right now, we don't have a valid way to do it other than to give a $10,000 contract.

In addition, the $10,000 contract brings new problems. "

Xia Jingxing asked, "What's the problem?"

"Some users did not participate in the video blogger contest, or participated but did not pass the preliminary contest.

Among this part of the crowd, someone suddenly caught fire on the tubing recently.

The number of likes, views, comments and other data on the videos they upload exceeds that of YouTube’s 500 contracted bloggers.

But they didn't get the $10,000 contract for the pipeline!

So, they have an opinion and think that YouTube should give them a contract. "

Xia Jingxing understood that this was a fish that slipped through the net.

The hundreds of video bloggers who have advanced to the preliminary round before YouTube do not represent the highest level.

The reason is not complicated, that is, there is a problem with the recommendation mechanism of the video, and there is not enough fair exposure.

This is not to blame the tubing, it can only be said that the current technology does not allow it.

In addition, the selection mechanism is also very rough, and there is no comprehensive evaluation.

“Are there many such people?” Xia Jingxing asked.

Alex smiled wryly, "A lot, at least hundreds of people, the data of their uploaded videos is close to or more than most of our 500 contracted bloggers."

"This is the disadvantage of sending money directly in the first place!"

Xia Jingxing frowned and said, at that time, he was afraid of being poached by Juyou.com, so he used this trick of "kill one thousand enemies, and lose eight hundred yourself".

as predicted,

Now the negative effects are coming.

"We can't throw out a few hundred more contracts, that's millions of dollars."

Before Xia Jingxing spoke, Owen came out to express his opinion: "Because I can say with certainty that in a few months, a new batch of Internet celebrities will emerge on YouTube, and the data of their works will exceed the current batch. people.

I briefly researched YouTube and found that it is similar to the entertainment industry.

There must be a small number of people who have been popular all the time, and most of them will be constantly replaced by newcomers.

If we fire one person and we will send $10,000, how much will it cost? This is simply not sustainable for long.

Except for the advertising contracts with several major companies such as Procter \u0026 Gamble and Nike, YouTube has not found a suitable business monetization model.

In addition to continuously expanding servers, maintaining increasingly exaggerated bandwidth consumption, and spending money to retain video bloggers, the financial pressure on the company is too great. "

"Yes, I don't think I can send any more money."

Yang Niu thought for a while, and then said: "Send an announcement to explain, let's say that participating in the annual video blogger contest, the top 500 will have a contract award of $10,000.

If you want to sign a contract, you can participate in the annual competition. No matter how good the data is, it is only normal, and YouTube will not provide a contract. "

"That's all it takes."

Alex also knows that this is tricky, and Christina's proposal is the best solution, and an explanation for some disgruntled users, while keeping the company's expenses under $5 million. scope.

"These are not one-size-fits-all solutions."

Xia Jingxing said lightly, "The final solution still has to fall on the advertising system.

I have an idea, everyone can improve it together. "

Everyone turned their attention to Xia Jingxing to see how he could solve this problem.

"In the final analysis, we still have to build an advertising system."

Hearing this, everyone didn't feel too amazing, even a little mediocre.

Now, as long as you play the basics of the Internet, you know that advertising is one of the best ways to monetize.

Xia Jingxing noticed that everyone's reaction was flat, smiled, didn't care too much, and continued: "This advertising system needs to satisfy a few points.

First, show the advertiser's advertisement to the most suitable group of people.

How to achieve it? Data mining to understand the age, gender, occupation, income, etc. of each user.

For example, if a blogger shoots videos full of small animals and is very caring, most of the subscribers are girls.

What ad should I insert into this video blogger's video? sanitary napkin? cosmetic? Naturally, it's an advertisement for women's products.

Advertisers will also evaluate the effect of advertising, and the more accurate the audience is, the better. "

This is a bit interesting, and everyone is interested.

Evans just heard a keyword and wanted to know more about it, and asked, "Insert ads?"

"Yes, ads can come in a variety of formats, ranging from bumper ads that play before the video, clickable banners that appear at the bottom of the video, or text, image ads that appear in the right column above other suggested videos .

Compared to Facebook, the way ads are presented is a bit more complicated.

In the future, strive to ensure that each user sees different advertisements.

Watching the same video but showing a different ad. "

Evans' eyes widened, "How can this technology be realized?"

Xia Jingxing smiled and said, "Big data, the concept proposed by the famous futurist Toffler in his book The Third Wave."

"Oh, you must read it when you have time," Evans said.

"Owen, after the meeting you can buy dozens of copies of this book, and all the management will distribute one."

Owen nodded. Since the boss ordered it, just buy it. He also wanted to understand the concept of big data.

Xia Jingxing continued to return to the topic and said, "Next, let's talk about the second point, accurate statistics on advertising billing.

This statistic is two-way, not only to let advertisers see how many times their ads have been played, how many times they have been clicked, and how much they have spent;

It is also necessary to let the video blogger see the video he shoots, and how much revenue it brings from playing and clicking on the advertisement. "

"It's understandable for advertisers to see this, but why should video bloggers see them?" The dog asked incomprehensibly.

Xia Jingxing said: "Because it is convenient to send money to video bloggers, according to the advertising revenue they bring to the platform, the money will be sent accurately."

Hearing this, Alex fully understood and exclaimed: "Daren, do you mean that each video blogger is distributed according to his contribution to the platform?"

"Yes, that's what I mean, it's also fair and just for video bloggers.

As long as his video content is good and is seen and played by more people, the advertisements contained in the video can also be seen by more people, thereby bringing more advertising revenue to the platform.

This is a virtuous cycle. In order to make more money, vloggers have to make better and more popular videos with their hearts.

Money is the best driving force. "

"Then how much should we share?"

When it comes to money, CFO Owen is very sensitive and immediately asks.

Xia Jingxing had an idea in his heart and immediately replied: "Fifty-five split, half of the platform and video blogger."

"Will it be too much?" Owen frowned.

"Not much, half of the party. We provide the platform, and others provide the content. Psychologically, this is the easiest to accept."

In the previous life, Google later adjusted the share ratio to 45% to 55%, and video bloggers took the lead.

But at present, the advertising system has just been launched, Xia Jingxing feels that there is no need to give up profits for the time being, the YouTube itself is a beast of gold, and the future is still long.

"Is this ad open to everyone?" Evans asked.

"No, first, video bloggers must meet a certain number of fans and the total video playback time to screen out potential video bloggers.

Second, it is not mandatory for the video blogger to add advertisements to every video, it is up to them to make a reasonable choice.

Ads hurt the user experience a bit, leaving the choice to vloggers.

If he has confidence in his fans and is not afraid of losing them, it doesn't matter if he loads ads on every video. "

"How do you add advertisements to the video?"

Evans frowned, "If it's like Facebook, you can add advertisements to the text and picture pages of the website. There are mature technologies. In the video, I have never tried it."

"Don't ask me, ask the TV station."

Xia Jingxing made a humorous move, in fact, the YouTuber took this step and it was an innovation again, and it was normal to feel exhausted and have a headache.

This is not the era in which big data and AI algorithms are mature after more than ten years.

"It's different, how many commercials does the TV station have?"

Evans touched the top of his head, which was getting sparse because he often worked overtime and stayed up late, and felt that worry in his heart!

He knew that in order to realize the great idea of ​​the boss and benefit a large number of video bloggers, it is estimated that he would have to face thousands or tens of thousands of advertisers.

In the future, there may be more, hundreds of thousands or millions of advertisers.

Put so many advertisements, according to a certain logic, choose suitable video bloggers, and show them to the most accurate target audience.

Thinking about it, he felt like he was going crazy.

"Forget it, let me warn you."

Seeing Evans who was about to cry, Xia Jingxing couldn't bear it, his technology was so advanced that he really wanted to kill someone.

“First of all, what is the role of a channel? Is it just to make it easier for users to watch videos?

Wrong, it is also convenient for advertisers to choose to place advertisements. Advertisers of outdoor products will vote for video bloggers of outdoor channels. According to this logic, understand?

Specifically, you have to think more about yourself and your team.

Add advertisements to videos. You have to think about this and make a video editing tool. "

YouTube's advertising system is a relatively complex thing. It has become more and more mature after more than ten years of continuous improvement by a company and the continuous innovation of Internet technology.

Xia Jingxing could only provide a prototype, and the specifics had to be brainstormed by his subordinates and perfected bit by bit.

Alex asked: "Once this plan is implemented, advertisers, YouTube platforms, and video bloggers will win together. What do we call this plan? Advertising sharing plan?"

Xia Jingxing blurted out: "It's called the YouTube Partner Program, or YPP for short."

Everyone nodded, the name is good, because YouTube really treats video bloggers as partners, and also distributes so much money to them, the two sides are mutually dependent and mutually accomplished.

A meeting brought a little deep insight to everyone.

Especially Evans, he felt that he needed a good digestion, a little indigestion, and his brain was about to explode.

However, he still has a kind of excitement, feeling that the company is leading the trend and hitting the most cutting-edge technology.

For programmers, this is called changing the world.

Although there is pressure, there is plenty of motivation.

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