In the phenomenal video "Three days back to the village, my second uncle cured my mental internal friction", the author made a guess.

By the afternoon of July 27th, 19:00, the video had been watched by over 24.788 million people, and the number of fans of Brother Yi reached 2158,000.

My second uncle was the first in junior high school, but he was disabled after four injections a day because of a high fever. Later, she worked as a carpenter in the village all her life, adopted a newborn girl Ningning, and took care of her 88-year-old mother at the age of 66.

We love this crooked son, and we can't live without this crooked son. Yi Ge expressed his feelings in the video.

Perhaps, my uncle's explosion just poked the softness in people's hearts, regretted my uncle's own mistakes, and regretted that I couldn't get out.

Even Brother Yi didn't come out of this twist.

My second uncle didn't cure my mental internal friction. Now the mental internal friction is always balancing getting ahead and living a good life, not knowing which one to choose and hesitating. He talked about it in a collective interview with the media.

In fact, this is a problem that all UP owners and even miles need to solve.

My uncle's choice has aroused countless resonances. Image source: video screenshot

accidental

The video burst into red, which was unexpected by Brother Yi.

His idea of making this video is to completely avoid traffic anxiety. It is estimated that only 10 to150,000 will be played.

This does not mean that a grid does not chase traffic. He has set himself a schedule for increasing powder, hoping to reach 65,438+0,000 by the end of this year.

For the film, Brother Yi thinks it is a totally unqualified video. When you shoot with a mobile phone, the picture is incomplete and there will be all kinds of jitter.

He also made no secret of a large number of utilitarian works, including topics such as how to carry out postpartum care for Guangxu sows after Shandong people visited Shandong Taiwan. I really like these boring things, but many things are realistic, from the perspective of traffic. Yi Ge said.

From 20 13, my brother worked as a history teacher in a private high school in Beijing, and then moved to New Oriental and Ape as a tutor. Finally, he suffered a drastic change in the industry.

The unit is affected by the policy, but I am not. Just after my 30th birthday, I suddenly felt that I should stand up at the age of 30 and leave my job inexplicably. He said. Another well-known online teacher, Dong, chose to broadcast live in his old club, New Oriental.

At present, Brother Yi thinks he is a part-time job, in a state where he hasn't decided what to do in the future, and occasionally makes videos. This has a certain income, which can maintain the life of a family, but it is not as high as before.

Since he was a child, he has been thinking about what people live for, and he should add a standard to his life. At different stages, you have different requirements for yourself. Maybe you earn enough10 million, or at least let 500,000 people know your name, or start a company.

For the current self-media career, Brother Yi's evaluation is full of twists and turns.

Try to balance data and self-protection. After my uncle's video was on fire, I stopped working while the iron was hot, and then I went to the countryside to interview someone. I have known such an uncle for 30 years, and I don't know where to find such a story. I will also do all kinds of magical themes and pursue the amount of play. He explained.

Difficult to balance

In fact, Brother Yi, who can make a living just by shooting videos, is already a leader in the industry.

Since the beginning of this year, the creative incentive plan of UP owners has been adjusted. Many bloggers said that their income has been halved, and even some UP owners have dropped by 90%. Some bloggers said that in 2020, the creative incentive of Didi could reach 30,000-40,000 yuan/month, but the income of each video this year is only a few hundred yuan.

In Zhihu's reply, Uncle UP said that the video with100,000 plays in Bi Li can get a share of about10.6 million yuan at most, while the video revenue of the new video after revision is 40% lower than that of the same data.

This makes UP owners who are worried about their own survival even more embarrassed.

Behind this, Li Li is working hard. According to the first quarterly report, the revenue of this period was 5.054 billion yuan, up 30% year-on-year, down 65.438+02.57% compared with the revenue of 5.7865438 billion yuan in the previous quarter. The net loss was 2.284 billion yuan, a substantial increase from the loss of 905 million yuan in the same period last year.

However, the traffic is still in the high growth range. In the first quarter, its monthly active users increased by 365,438+0% to 294 million; The average monthly active users on the mobile side increased by 33% year-on-year to 276 million. The number of daily active users increased by 32% year-on-year to 79.4 million.

The big problem is that the environment has changed.

In the first quarter, Billie Billie advertising revenue was 10.4 1 100 million yuan, up 46% year-on-year, and down 34.44% from the previous quarter's158.8 million yuan. Advertising is the main source of realization for UP owners.

Objectively speaking, the pressure of advertising is common. In the first quarter, iQiyi's advertising revenue was 65.438+33.7 million yuan, down 30% year-on-year; Tencent's online advertising revenue decreased by 18% year-on-year to 1800 million yuan. Statistics from the National Bureau of Statistics show that the total retail sales of social consumer goods in the first half of the year was 210.04 trillion yuan, down 0.70% year-on-year.

On July 27th, the newspaper closed at 199 HK dollars, down by 3.30%, and its Hong Kong stock issue price was HK$ 808. This means that the market is still in a bearish stage, which also means that it is difficult for the company to refinance.

Therefore, turning losses into losses has become a necessary topic. At the beginning of this year, it was proposed to achieve balance of payments by 2024.

In this case, reducing the cost of UP owners, especially small and medium-sized UP owners, has become a choice.

As far as advertising is concerned, there are certain advantages in beeping, but it is hard to say absolutely. A well-known person in charge of the beverage market admitted to the reporter of 2 1 Century Business Herald that it would invest in sub-categories, but it would not be very big, because there is still a gap between the traffic and other platforms. Food and beverage are the five major advertiser industries in bilibili.

Of course, it is not without potential. One grid said that before the video was released, it was released on all platforms. Finally, the situation is even better. Because the community culture of the platform is good, it has a strong stickiness with the UP host.

This kind of ecology will promote the continuous increase of traffic and create space for commercialization.

Looking back, the problem is how to maintain the original community culture under the impetus of traffic growth and commercialization. This is not easy to balance.

In addition, at present, the core revenue drivers, such as game business, live broadcast and big membership business, are hard to say to occupy the top spot in the segmentation field, and the benefits from the growth of traffic are relatively limited.

At least in the business framework, there is still iteration.