Chapter 1645 Don't Cherish Feathers Too Much

After eager to win the promotion resources of Li Gouzi Weibo, the Wall Street Journal devoted a page to analyze this action of eagerness. It came to a conclusion: the desire for this $26 million advertising investment, if you want to achieve the same effect in traditional media, it will take at least $180 million to achieve it.

The price isn't a whim.

Coca-Cola spends about $3 billion in advertising costs every year to maintain their global exposure, and $3 billion can only be exchanged for a real household name on a global scale.

Desire for such a brand, if you want to be as well-known as Coca-Cola, the actual cost is much more than 3 billion US dollars, because pet products are still a subdivided vertical field after all, not as strong as Coke, it is far from its own Vertical users are closer and can be further away from other users at the same time.

And after this auction, I want to not only become popular online, but also get a lot of traditional media publicity resources offline. Therefore, the overall strength of this publicity is unprecedented in the entire advertising field.

Even if Coca-Cola invests 3 billion US dollars for publicity every year, the 3 billion US dollars are only divided into hundreds, thousands, or even a few large or small according to different media and channels in at least hundreds of countries and regions around the world. There are tens of thousands of copies, and it is impossible for any single copy to be more powerful than the publicity of this desire.

This simply makes Mars regret that it can kill a few executives to sacrifice to the sky. Such a big bargain is eagerly taken away under the nose, not only makes Mars regretful, but also makes Mars feel huge competitive pressure all of a sudden.

The instant popularity of the eagerness made the whole world see the huge value implied by the media. For a time, all accounts with a large number of fans on Weibo and titter became the target of choice for advertisers to place advertisements, especially celebrities On Weibo, the price is simply rising. For example, a star with millions of fans may be fired to 300,000 in the afternoon if he posts an advertisement in the morning at 150,000.

Moreover, many companies and individuals who saw business opportunities have also begun to actively operate their own media accounts on Weibo, hoping to achieve the effect of quickly gathering fans.

Li Mugang spent two nights working with the musicians of Rolling Stone Records to arrange all the arrangements for "21guns". When he came to Muye Technology the next morning, a group of executives found him, hoping that he would be able to host a The core content of the meeting was how to deal with the craziness of advertising on the platform at this stage.

In the executive team of Muye Technology, there are two camps on this issue.

On the one hand, I feel that the advertising market of Weibo and titter should be encouraged and promoted.

To further enhance the gold content of the entire Weibo titter, we should even set up an advertising distribution platform in the Weibo titter.

The so-called advertising distribution platform is because the executives of this camp believe that if the big v is completely allowed to use the microblogging titter to make money, the microblogging titter itself should earn a certain share, otherwise it is completely a wedding dress for others, which is an invisible loss. too big.

The advertising distribution platform is to export all the advertisements and get them into the hands of Weibo titter. For example, it is clearly required that all users shall not receive advertisements without permission, and all big Vs who want to receive advertisements must first access the advertising distribution platform. , they can only take over from the advertising distribution platform, and the advertising distribution platform itself is actually a middleman who earns the difference.

For example, if a facial mask brand wants to push Du Wei's personal Weibo once, then it must find an advertisement distribution platform. According to Du Wei's quotation, the distribution platform will increase by about 30% and report it to the company, and then take it from Du Wei's hands. With a 10% commission, you can basically achieve a 40% gross profit margin.

On the other hand, people feel that Weibo titter cannot endlessly cultivate the advertising market. In this way, it is very likely that the entire Weibo titter will be flooded with advertisements, which will affect the proportion of high-quality content on the entire platform, and even cause the platform to suffer from this. Lose a lot of users.

Li Mu came to the conference room and spent more than half an hour listening to the opinions of the pros and cons, and then said with a smile, "Everything must have two sides. It is our platform's attitude towards advertising behavior. If you allow them to freely conduct advertising transactions without curbing them, the overall advertising volume of the platform will inevitably increase rapidly and affect the user experience. However, if you do not allow them to freely conduct advertising transactions, then everyone If you can’t see the way to realize it, your own motivation will be severely hit.”

When Li Mu said this, he paused for a moment, and then added: "Before we look at the problem in detail, we must first make it clear that we are a super enterprise that covers the entire Internet, and even plans to cover offline. Therefore, in front of our grand strategy, we will always Don’t think about verticality, once it is vertical, our layout will be smaller, so everything has to find a balanced way to deal with it.”

Kong Lingyu said: "Mr. Li, what about the advertising platform model? The good thing about this model is that we can control the advertising volume of the entire platform, just like we have the valve in our hands, we can open it when we need it, and don't need it. You can also turn it down or even turn it off.”

Li Mu said: "To establish a dedicated advertising platform, and completely control all advertising business by the platform, this is certainly a manifestation of the platform's control, but this kind of platform hegemony is too obvious, we can't take this path."

Kong Lingyu said: "Mr. Li, the platform and traffic are all ours. It is a matter of course for us to set up such a control unit..."

Li Mu nodded and said, "It is of course natural for us to set up such a control unit, but if we change to a more gentle and open way, it will become a clear stream in the field of Internet platforms."

Li Mu hopes to make Muye Technology a large-scale closed loop in the industry. This closed loop will make other competitors in the industry look up and amazed, but he does not hope that Muye Technology will also form a closed loop at the user level.

The platform wants to achieve a closed loop at the user level. Generally speaking, the motivation is to cherish feathers.

I don’t want others to snatch my users, I don’t want others to monetize their users and platforms, and I don’t want them to use this to incubate their careers.

Such a mentality, in Li Mu's eyes, is to cherish feathers too much.

And he felt that any platform that cherishes feathers too much is generally difficult to develop and grow.

For example, in a certain degree, their control over the traffic on their own platform can be said to be extremely strict. Their keyword bidding system is to completely link the user's search behavior with profits. They sell countless keywords just to hope Every time a user searches, it can bring them benefits. Therefore, whenever a user searches for any keyword, the top one is usually an advertisement, which fully squeezes the potential value of the user;

In products such as Know and Tieba, a certain degree has also set up a very powerful screening mechanism to identify users who advertise as much as possible. They will delete the advertisements posted in the Know and Tieba in seconds, and will send all advertisements. Advertisements, or just users who are suspected of posting advertisements, are permanently banned, and try their best to prevent others from draining traffic in his products. This is a manifestation of extremely cherishing feathers;

What's even more outrageous is that even a knowledge encyclopedia product such as Encyclopedia is mixed with huge interests. Ordinary users want to create an encyclopedia and pass the audit, but if they choose to spend money, they can do it in minutes.

For such a company, as an ordinary Internet user or an ordinary Internet entrepreneur, don't say that you want to pick up two hairs from him, even if he sheds dandruff, he will take it away by himself, and no one will get it. If you want, you can take it out. money to come.

If a company achieves such a level, it will be difficult for it to become a leader in this industry, it will only become a slave of money. Li Mu does not hope that the platform of Muye Technology will follow a certain route in the future.

Although the platforms in the hands of Ali and Tencent in later generations are not completely open to users, they also give users a lot of freedom. Yes, unless the other party’s link is a Taobao product link, or a link that violates the law, this proves that WeChat is not worried that its users will be taken away by the external chain of the main official account. This is also a platform’s self-confidence. Performance.

Moreover, the WeChat public account has never required the freedom to control the advertising of all account owners, and there is no need to divide it from it. This is also a manifestation of the platform’s self-confidence. There are really few platforms that can really do this.

But a certain degree is different. External links are very sensitive in a certain degree. Basically, more than 90% of the external links published by users will be killed by a certain degree in various ways, in order to fear that their users will pass these external links. The chain overflows, and I am afraid that others will use their users to raise their projects and earn the money they should earn.

Therefore, Li Mu cannot set up a platform to manage and control advertisements on Weibo titter, he must give users enough autonomy.

Of course, certain restrictions must be added to the autonomy space left for users, otherwise, once everyone publishes advertisements without restrictions, the platform is likely to immediately become a gathering place for spam.

After thinking about it, Li Mu said, "Our Weibo titter must find a moderate solution. In the future, we must not be obsessed with the income brought by advertising, which will make our platform flooded with a large number of spam advertisements. It affects our user experience, but it cannot be entirely up to the users themselves, so in my business philosophy, we need to formulate a set of reasonable and convincing rules of the game, everyone plays according to the rules of the game, and everyone is at peace with each other.”

After that, Li Mu added: "In this way, my idea is, first of all, we must limit the spam content of each Weibo titter account, for example, the total number of Weibo posts that can be published by ordinary accounts every day cannot exceed ten, which is already satisfied. The needs of most normal users;

Secondly, we carry out the three judgment logics of algorithm screening, auxiliary manual review and user complaints, and determine the punishment for spam content exceeding 10%, 30%, and 50%, such as: restricting publication, restricting attention, forcibly Deduction of fans or timed bans and permanent bans;

Thirdly, all platforms that receive advertisements must take certain responsibility for the products they receive advertisements. First, they must never advertise any three products; Punishment in lesser cases, title in severe cases;

Finally, advertisements are only allowed to spread by traffic owners themselves. No enterprise or individual may put advertisements on Weibo’s major lists in any way. As a platform, what we present to users must be high-quality content! "

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