Recently, industry insiders have predicted that Youku Tudou will complete the acquisition of Iqiyi within the next two months. Although this news has not been exposed for the first time and has not been confirmed by both parties, it can also be reflected from one aspect that the pattern of domestic video websites is not stable. This is related to its long-term lack of a clear and reliable profit model.
Internet TV, as a new online video distribution channel, faces the same problem. The access of the Internet has made television no longer an independent hardware product, so it is difficult to continue to rely on the profit model of traditional hardware alone. Therefore, how to rely on content and services for charging is one of the issues that must be considered.
It was also pointed out that Chinese netizens lack copyright awareness and have no paying habits. Does this mean that the online video charging model will not work in China at all? At present, some online video providers have already experimented with this.
In terms of video sites, iQIYI recently introduced a new model. The specific performance in the "Tomb Notes" This is an exclusive Internet TV series by iQiyi. The play is free at the beginning of the game, and after the fifth episode, there are two modes. You can choose to open a membership drama to watch, or you can wait patiently for its weekly episode updates.
In terms of Internet TV, Xiaomi TV, for example, built some "VIP free" resources. For ordinary users, these videos are not completely out of sight. Millet TV provides free viewing rights for the first 8 to 10 minutes of the video, but if the user wants to continue watching the content behind him, he must use the Xiaomi account to log in to pay.
Taken together, we can see that the previous two cases have one thing in common: they allow consumers to experience for free for a period of time and stop at an awkward time, leaving consumers in a position to choose whether to pay or not. This trick seems to be even more ambiguous than inserting commercials in TV dramas. In fact, this is the so-called experiential marketing, which is not uncommon in the field of commodity sales, but it is also new in online video marketing. What about the effectiveness of this marketing model?
According to the data, on the day when the Tomb Raider Notes went live, its payment system received 170 million clicks, and 2.6 million people wanted to open membership services. At present, iQiyi has more than 5 million members. The "Tomb Notes" opened the node to 2.6 million.
So, is experiential marketing worth promoting in the field of online video? From the above two cases, we can see that this problem may need to be considered in conjunction with many factors.
The first thing to watch is whether the video content has enough attraction for the user. Only "snapping people first" can be further "please join us." If the user reads the preceding introductions, he feels that the need to continue reading is urgent, and when it is urgent to wait until he or she can find the same free resources, even if it is not an independent player, the chance of receiving targeted payment from the users is very great. Of course, the second factor to consider is the exclusive nature of resources. If the content of the video is only one, there is no need for a branch, and waiting for payment is not a problem. Third, the continuity of video content also needs to be taken into account. Online video can be paid monthly or quarterly. If there is no continuous video resource, it is difficult to obtain high-viscosity paying users.
In addition, the user experience is also very important, especially for Internet TV, the payment operation is not as simple as the PC or the mobile terminal. If the program is too cumbersome, it will only sweep away the user's interest. A reasonable price is also one of the ways to improve the user experience. From the current situation, online video charges are not more expensive than traditional cable service fees.
Therefore, if you want to use experiential marketing to achieve a new model of online video charging, you must ultimately rely on high-quality video resources.
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