MCN: aggregation of traffic and professional - \"fish\" and \"bear\'s paw\" at the same time
MCN (multi-channel Network) baidu baiencyclopedia gives the following definition: MCN is an imported product, which is a product form of multi-channel Network. It combines PGC content, guarantees the continuous output of content with the strong support of capital, and finally realizes the stable realization of business. As the name implies, MCN comes from abroad, which is a mature web celebrity operation mode abroad. Web celebrity already has a big presence on foreign social media, and its huge profits are attracting domestic investors. PGC also known as the PPC, full name is Professionally Generated/produced Content, namely the specialized production Content. On douyin, a famous social media in China, we can see some extremely high original thumb up video. The author of video may have accidentally published an original work, which got a lot of thumb up and comments, and attracted a large number of fans. However, some video authors may not have a high popularity of the works appear, the fans are gradually lost. Some authors have high traffic and more and more fans intermittently. Behind this, there is probably a difference between MCN and non-mcn operations.
An MCN is both traffic and professional
In general terms, MCN can be called web celebrity (KOL) incubators, and its operation requires PGC content to be consolidated. In other words, MCN aggregates the flow and specialty, making the whole operation more team-oriented, professional and stable.
From the perspective of marketing, KOL can be defined as a person with more and more accurate product information, who is accepted or trusted by relevant groups and has a greater influence on their purchasing behaviors. At the beginning, a web celebrity may only attract a large amount of traffic due to its individual accidental ideas, but with the increasing attention of web celebrity industry, there are more and more emerging web celebritys. If there is any slack or creative exhaustion, there may be no follow-up output capacity, which will be replaced by the subsequent web celebrity. At this time, when MCN appeared with PGC, cooperated with web celebrity, packaged and positioned web celebrity with professional planning team, mature KOL image appeared. Such a team, must be both traffic and professional.
Two MCN with what can be traffic and professional?
There are four reasons.
First, as mentioned above, MCN is an exotic product, which means that it has a rich base of foreign successful cases and a low cost of exploration. Not only that, China\'s short video boom in two years, also attracted more and more overseas MCN companies attention. They are looking for agents in China to bring good short video content to the Chinese market. China\'s introduction of MCN has not only opened up a new field for China\'s Internet market, but also attracted investment from overseas excellent MCN merchants due to the diversification of platforms and the vast base of consumer traffic.
Second, the benefits MCN can bring to KOL are diverse. Not only can KOL be provided with the continuous output of teamwork, specialization and stability, but also it can be provided with a multi-faceted platform. For example, a web celebrity may be active on douyin, xiaohongshu, weibo and other platforms at the same time, attracting attention and accumulating popularity from all aspects, including fan headlines, official weibo reposts, popular weibo, and popular video recommendations. However, due to the prevailing \"fan culture\" trend on the Internet, \"die-hard fans\" of one platform may continue to support their idols by registering accounts on other platforms.
Thirdly, MCN can assist KOL to realize realization. An independent web celebrity, even if it attracts a large number of fans and attention, has a large amount of traffic, and has a relatively sustained output in a short period of time, it may be difficult to attract advertisers through appropriate channels. The teamization of MCN can achieve this. With professional planning and clear division of labor, KOL can focus on the output of the product itself, while relevant responsible personnel can be responsible for seeking advertising cooperation. For example, on some video of douyin, when we watch a cute child playing with a toy, the link to buy the toy pops up on the screen. Since a KOL usually focuses on the release works of a certain field, it can edit and design works for KOL according to the products that the cooperative sponsor wants to promote in this field. Can bring inspiration to output already, can make output realises again.
Fourth, MCN has different characteristics in different cities and ADAPTS to the \"city\" situation. As shown in FIG. 1, the cultural and economic development of MCN is in the outstanding capital Beijing, while the MCN type focuses on culture and entertainment. Gather a large number of migrant workers, the pearl river delta economic center of the wide and deep, MCN types are rich, web celebrity incubation and fashion trend dominated; Shanghai is the \"capital of e-sports\", and its MCN genre is dominated by games. Meanwhile, due to its excellent level of economic development and the geographical location of the Yangtze river delta, other kinds of MCN are also developing. Hangzhou, which is famous for its e-commerce industry, has a prominent performance in the field of e-commerce MCN. Xiamen and changsha, as the rising stars of MCN, do not have many kinds of MCN, but they are eager to have a try gradually. MCN presents diversity in different cities, which is suitable for \"urban situation\", but has common characteristics. For example, web celebrity incubation of the current fire has been highlighted or involved in many cities.
All the characteristics and advantages of MCN mentioned above determine that MCN is a high-productivity industry with both \"flow\" and \"specialty\".
Summary and inspiration
The rise of an emerging industry will not be completely plain sailing. When seeing the good development momentum and considerable profits of MCN industry, some unprofessional and irresponsible black sheep also mixed into the MCN environment. For example, some MCN organizations may use high prices to attract web celebrity artists to sign contracts in order to achieve the purpose of hype and dissemination, making it impossible for other MCN organizations to sign more high-quality kols. However, web celebrity artists who sign contracts with them cannot get the benefits promised before, and are locked up by contract terms and cannot get out. Such vicious competition will definitely bring down the whole MCN industry and even the platforms that MCN relies on.
However, MCN\'s professional content creation ability and professional operation ability ensure the quality, quantity and richness of output content. Although there will be some vicious competition within the industry, as long as high-quality MCN continues to emerge and develop and cooperate with the synergies of traffic and professionalism, the prospect of MCN industry will be objective.
Today, with the rapid development of the Internet industry, it is a major trend of domestic emerging industries to invest in NCN brands with a wide range of fields. It is believed that blockchain, which also belongs to the attention of the emerging Internet industry, can also conform to the trend of The Times, break the shackles of vicious competition and have a vigorous development prospect.