This celebrity is too rich

Chapter 17 Star Map Advertisement

On the morning of August 27, in the Sanmu Media Conference Room on the 12th floor of Yongrui Building, six people sat around a six-meter-long conference table.

Li Chuan is sitting in the front seat, with Chen Chen and Li Kun on the left, and Yu Jie, Wu Wenfan and Zhang Jun on the right.

"From today on, our ship has officially set sail." Li Chuan smiled, took out his mobile phone, and said, "Come, let's take a photo first and keep it as a souvenir."

With a "click", the six people's figures were frozen on the mobile phone screen. Everyone's face was filled with smiles, very harmonious.

Li Chuan plans to develop this photo and display it in his office later.

After the photo-taking was over, everyone sat down again.

"We have officially started work. Let me first clarify the company's development direction." Li Chuan's face gradually became serious. After a pause, he continued: "The company's current goal is only one, and that is to settle in and become Douyin's MCN organization."

MCN organization, which is professionally interpreted as a multi-channel network, is an operating model under the emerging internet celebrity economy.

The relationship between MCN institutions and platforms can be understood with the help of real estate thinking.

The platform is the developer, and the MCN organization is the construction contractor. The MCN organization is responsible for building a house for the platform (cultivating Internet celebrities and producing content). The platform sells the house (displays the content to the audience) and gets the money, and then carries out the corresponding construction work.

Fees are paid to the MCN agency.

In comparison, as a developer, the platform naturally relies more on the MCN organization that can do a lot of work.

All in all, there are many benefits to becoming an MCN agency settled in Douyin. If Sanmu Media wants to develop and grow, this step is necessary.

The laughter died down, and Wu Wenfan suddenly spoke.

"Mr. Li, does our company only make short videos?"

At this stage, the threshold for Douyin’s entry-level MCN is not high, but some conditions must be met:

1. The applicant organization has legal company qualifications;

2. Established for more than one year;

3. If it has been established for less than one year, but has rich talent resources and unique content, it can apply for separate special approval;

4. The MCN organization must have at least 5 contracted experts, have a certain number of fans, and have certain expert service capabilities and operational capabilities in the corresponding fields.

Sanmu Media has just been established and cannot meet the requirement of "established for more than one year", so it can only take the path of "individual special approval".

Nowadays, Douyin's DOU+ function has not yet been launched. Individual creators cannot buy traffic and promote it, but MCN organizations can, and the price is not expensive.

"Huh?" Li Chuan looked at the other party and said: "The company's current strategy is to adapt to the development of Douyin and reap their dividends. Short videos are Douyin's current business focus, so we naturally have to keep up."

"Hmm? Is the news correct?"

In addition, MCN organizations can also buy traffic from the platform.

"Becoming Douyin's MCN institution is our primary goal. This goal is not difficult, but we still have to do the work." Li Chuan looked around and said slowly: "First and most important, we must satisfy Douyin.

Yin’s rigid conditions are to sign more than five short video experts.”

Some time ago, Li Chuan made some operations and rented the accounts of "Mr. Sen" under Mr. Sen Studio on various platforms to Sanmu Media for a period of one year and a rent of one yuan; at the same time, he also handed over his brokerage business to Sanmu Media.

It is represented by Miki Media. The agency period and fee are also one year and one yuan.

"I understand, I will arrange the work in a moment." Yu Jie nodded seriously and said, "Don't worry, we have been doing this kind of work before, and we will not fall behind."

"Yes." Zhang Jun also said with some emotion: "Last month, Douyin said that star map ads would be launched next week, but now it is almost September, there is no movement at all, and I don't know how long it will be delayed.

."

As an individual anchor, the gift share is only 50%, but the MCN organization's gift share can reach more than 60%, up to 70%.

Due to their strong position, MCN institutions can often get more benefits from the platform.

"Yes." Yu Jie nodded and said, "Douyin has notified its MCN agencies, and Wuyou Media happens to be the first one. I only found out before I resigned."

Many people think that as long as an Internet celebrity has fans and traffic, advertisements will come to their door. But in fact, this is not the case. Advertisements are not that easy to receive.

"Don't worry about this." Yu Jie waved his hand and said, "The star map advertisement will be online in early September."

There are not that many advertisers, and they are not fools and will not give away money for free.

It’s the same gift of 100 yuan. An ordinary individual only gets 50 yuan, but the MCN organization can get 60 or 70 yuan. This is the platform’s special treatment for MCN organizations!

The platform's special preferential treatment for MCN organizations is not limited to gift sharing. In terms of video traffic, MCN organizations can also receive some care.

Li Chuan smiled and waved his hand, and said no more at the moment.

In Douyin in 2018, there were not many accounts with more than 10 million fans. Counting them, there were less than 100 people. However, the influence of "Mr. Sen" is still very large.

At present, Douyin's MCN organization is divided into four levels, from low to high: settlement level, content level, core level, and strategic level.

Yu Jie blushed for a while and said very unhappy: "If everyone is as treacherous as you, then there is nothing I can do."

Star Map Advertising is an advertising platform officially launched by Douyin, which is of great significance to many short video experts and MCN organizations.

If you become an MCN organization registered in Douyin, you can get a batch of free traffic support every month. This batch of traffic can be allocated by the MCN organization on its own.

Take the Douyin live broadcast of later generations as an example.

Li Chuan feels that with his presence in Sanmu Media, it will not be difficult to obtain the qualification for "individual special approval".

The other three points can be looked at together.

When Sanmu Media was founded, the strategic level was out of the question, and the core level was impossible. The content level was conceivable, but it was unlikely. The settlement level was the most realistic option, and it was also Li Chuan's goal.

The biggest difference between MCN organizations and individual creators is their scale and professionalism. MCN organizations have the talent, technology, and equipment to do big jobs, while individuals can only do small jobs like scraping putty and laying tiles.

"Ha ha……"

"Well, I have seen what you are capable of." Li Chuan also nodded and said, "But I still want to remind you, when recruiting people, be careful not to be kidnapped."

"Currently, the company only has one account, 'Mr. Mori', which is unhealthy. Sanmu Media does not serve me personally. We are a comprehensive MCN company and must have a group of high-quality short video experts. This is our

Business focus.”

“But short video experts are under a bit of pressure in terms of monetization, and Douyin’s star chart ads have not been online for a long time.”

Today, he can be regarded as a short video expert under Sanmu Media.

There was a burst of laughter in the conference room. Everyone present knew the relationship between Li Chuan and Yu Jie quite well, so they naturally understood what Li Chuan was talking about.

The higher the level of the MCN organization, the greater the platform's support and the more benefits it can receive.

Needless to say, the first point is that Miki Media is compliant and legal, and there are no problems.

"Individual special approval" requires "experts with rich resources and unique content." In Li Chuan's view, this is not difficult to achieve. After all, Sanmu Media has a blogger like him with tens of millions of fans.

"Oh, in that case, there's nothing to worry about."

Everyone's faces showed a relaxed look.

Li Chuan looked at Yu Jie, Wu Wenfan and Zhang Jun on the right, and then said: "The operation department is responsible for recruiting experts. It must be launched as soon as possible, but it cannot be too blind. At present, the company's resources are limited and cannot

It’s a waste. When recruiting experts, you must pay attention to screening. It’s best to sign experts with experience and achievements. If you can’t find them, look for newcomers with special characteristics. They don’t have to be handsome guys or beauties. As long as they have

Just the characteristics.”

There are only two kinds of Internet celebrities who are easy to receive advertisements. One is the head Internet celebrity, whose traffic is large enough; the other is the vertical Internet celebrity, whose traffic is not large, but the fan attributes are accurate and the conversion rate is high.

In addition, it is not easy for other Internet celebrities to receive an advertisement. Many times they have to take the initiative to promote themselves door-to-door. Some even have to rely on building relationships, stealing, and robbing.

It can be said that the Internet celebrity industry is full of chaos when it comes to accepting advertisements. Only outsiders can't think of it, but they can't do it.

The launch of the Douyin Star Chart advertising platform can reduce these chaos to a certain extent, because it gives many mid-range Internet celebrities a channel to showcase themselves, allowing them to win with cost-effectiveness.

(End of chapter)