Balance between advertising revenue and user experience,
Facebook to use cash "hit" red-
Facebook,Instagram-IT network information
Beijing time on August 2, according to Bloomberg, a few years ago, social media companies to the popularity of user fees is incredible. Is social media business model: free services provided to users, collect user information. But now, Facebook, Instagram, and Twitter in March involved high quality video content areas and attract YouTube fans, they have been considering changing business models. They hope to attract NET red. Facebook and Twitter realized that, if you want to get the most, the most active audience, they need to be able to attract an audience for the largest number of video. The mean reticulocyte into advertising revenues.
Captiv8 head Krishna na·sabulamanian (Krishna Subramanian) says " content creators to control user activity and eyeballs. The content they upload the more active Facebook users is higher. Into advertising revenue to solve between the platform and the producer of a major problem, the producer will publish more content. ”
Facebook and Twitter want to network the red on their platform to publish large quantities of non-advertising nature of the original video. They also need to deal with the advertising nature of the video, because this type of video advertising revenue will not give them a dime. As clearly to "eliminate" advertising nature of video, social media companies to network red identifies them as advertisements and tries to convince the brand behind paid promotional video. Social media companies, it is a balance that is not easy to grasp: reticulocyte happy not to defect to other platforms, but firm control of advertising nature of the content, in order to get advertising revenue-and not annoy the user.
Twitter will be called Amplify plans and reticulocyte into advertising revenue. Head of Twitter content cooperation Maike·pake (Mike Park) says, the company has gone from YouTube dig was closely associated with reticulocyte experts. His team and Vine (Twitter its a short video) executives met with the most popular network red, about their plans to build brand.
As with YouTube, Twitter began inserting titles ad. A source revealed that Twitter share advertising revenue only 30% and 70% network red--with the share proportion and Buzzfeed, national geographic and other media to reach the same protocol.
Parker said, "net red had a large number of active audience, but lack of income-generation opportunities, we have listened to their voices. ”
But Facebook, executives oppose title advertisement, because the video will play automatically when a user browsing the information flow, inserting titles advertising risk is very high, because the user information are skipped. Head of Facebook video Alex ? Seymour cheese (Fidji Simo) said, "we're just hoping to find more suitable for our platform mode. "As with Parker, she has been active in attracting NET red. Last month, she calls for net on the network video conferencing Vidcon red published on Facebook video.
The Wall Street Journal published an article saying, directly to the popular Facebook network red cash of delivery, for example, Kevin Hart (Kevin Hart) and Facebook signed a contract worth up to $ 600,000. But Seamus set into revenue in the long-term solution will certainly benefit more net red. She said that in long video spots, may be a good idea.
Seamus said, "we will try a number of different formats in the coming months, may not use a cookie-cutter model. "In the early trials, reticulocyte and Facebook into advertising revenue, reticulocyte percentage 55%--the same as YouTube.
Of course, the net red no wait for social media companies to develop revenue-sharing scheme, they completely bypass the social media company, and shooting video agreement with brand. Captiv8 said brand monthly only on Instagram influencer marketing expenditures of more than $ 255 million.
The past, Instagram nature video does not allow users to post ads and blocking external links. But now it lets users tag brand, brands can pay to as official advertising of these videos. Video length extended from the last 15 seconds to 60 seconds. Red to the most popular network provides ways to make money, rather than simply banning them, alienating their huge fans, is obviously a better way.
Non-advertising makes Instagram purchased through a system of user experience is a mess. Recently, Instagram posts sorted by reverse time to sort by an algorithm, which means that Instagram must worry about frequency of advertising.
One obvious problem is that brands will buy it? Are you willing to spend for the same video twice? Already in YouTube huge revenue net of red, part revenue has very little meaning.
平衡广告收入与用户体验，
Facebook要用现金“砸”网红 -
Facebook,Instagram - IT资讯
北京时间8月2日消息，据彭博社报道，数年前，社交媒体公司向人气用户付费是不可思议的。社交媒体的商业模式是：免费向用户提供服务，收集用户信息。但现在，Facebook、Instagram和Twitter在大踏步涉足高质量视频内容领域，并吸引YouTube粉丝，它们一直在考虑改变商业模式。它们希望吸引网红。Facebook和Twitter意识到，如果想获得最多、最活跃的受众，它们就需要能吸引观众最多的视频。这意味着与网红分成广告营收。
Captiv8负责人克利须那·萨布拉马尼安（Krishna Subramanian）表示，“内容创作者控制着用户活跃度和眼球。他们上传的内容越多，Facebook用户活跃度越高。分成广告营收将解决平台与制作人之间的一大问题，制作人会发布更多内容。”
Facebook和Twitter希望网红在它们的平台上发布大量非广告性质的原创视频。它们还需要应对广告性质的视频，因为这类视频不会给它们带来一分钱广告营收。由于清楚无法“消灭”广告性质的视频，社交媒体公司希望网红把它们标识为广告，并尝试说服背后的品牌付费推广这类视频。对于社交媒体公司来说，这无疑是一个不容易把握的平衡：让网红高兴，不会投奔其他平台，但牢牢控制广告性质的内容，以便获得广告收入——又不能惹恼用户。
Twitter将通过一项被称作Amplify的计划与网红分成广告收入。Twitter内容合作业务负责人迈克·帕克（Mike Park）表示，该公司已从YouTube挖来与网红有密切联系的专家。他的团队以及Vine（Twitter旗下短视频应用）高管与人气最高的网红会晤，了解他们打造品牌的计划。
与YouTube一样，Twitter开始插播片头广告。一名消息人士透露，Twitter只分成广告营收的30%，其余70%归网红——分成比例与它和Buzzfeed、《国家地理》等媒体达成的协议相同。
帕克表示，“网红们有大量活跃受众，但缺乏创收机会，我们倾听了他们的呼声。”
但在Facebook，高管们反对片头广告，因为用户在浏览信息流时视频会自动播放，插播片头广告的风险很高，因为用户会跳过信息。Facebook视频业务负责人弗芝·西莫(Fidji Simo)说，“我们只是希望找到更适合我们平台的模式。”与帕克一样，她一直在积极吸引网红。上个月，她在网络视频会议Vidcon上呼吁网红在Facebook上发布视频。
《华尔街日报》刊文称，Facebook直接向人气网红派送现金，例如，凯文·哈特（Kevin Hart）与Facebook签订了价值60万美元的合同。但西莫在制定一套分成营收的长期解决方案，将惠及更多网红。她说，在长视频中插播广告可能是个好办法。
西莫表示，“未来数月我们将尝试多种不同格式，可能不会采用一刀切的模式。”在早期试验中，Facebook与网红分成插播广告的收入，网红分成比例为55%——与YouTube相同。
当然，网红也没有在坐等社交网络媒体公司制定收入分成方案，他们完全绕开社交媒体公司，与品牌达成拍摄广告类视频的协议。据Captiv8称，品牌每月仅在Instagram上的影响者营销支出就超过2.55亿美元。
过去，Instagram不让用户发布广告性质的视频，而且封杀外部链接。但现在它让用户标记品牌，品牌可以付费作为正式广告推广这些视频。视频长度也由过去的15秒延长至60秒。向人气最高的网红提供赚钱途径，而非简单地封杀他们，疏远他们的海量粉丝，显然是一种更好的方法。
非通过系统购买的广告会使Instagram用户体验一团糟。最近，Instagram帖子由按反向时间排序改为按一种算法排序，这意味着Instagram必须担心广告出现的频率。
一个显而易见的问题是，品牌是否会买账？是否愿意为同一段视频花两次钱？对于已经在YouTube获得巨额收入的网红，分成部分营收意义不大。