Chapter 309 YPP Partner Program

  "...In addition to achieving the goal of 100 million registered users this year, I think the company needs to focus more on content and ecology."

  Alex said: “As Darren, you said before, some people should be transformed from “interest production content” to “professional production content”.

  To achieve this step, they have to give them a good income, so that content producers can support themselves, even support a family, and even become a rich man.

  But right now, we have no other effective way except to give a contract of 10,000 dollars.

  In addition, the $10,000 contract has also brought new problems. "

  Xia Jingxing asked, "What's the problem?"

  "Some users did not participate in the video blogger contest, or participated, but did not pass the preliminary contest.

  Among this group of people, someone suddenly caught fire in the tubing recently.

  The number of video likes, views, comments and other data uploaded by them exceeds that of the 500 contracted bloggers of YouTube.

  But they didn’t get the $10,000 contract for the tubing!

   Therefore, they have an opinion that the tubing should give them a contract. "

  Xia Jingxing understands, this is a fish that slipped through the net.

  Hundreds of video bloggers who advanced to the preliminary round before the tubing do not represent the highest level.

  The reason is not complicated, that is, there is a problem with the video recommendation mechanism, and there is not enough fair exposure.

  This is not to blame the tubing, it can only be said that technology is not allowed at the moment.

  In addition, the selection mechanism is also very rough, and there is no comprehensive evaluation.

   "Are there many such people?" Xia Jingxing asked.

  Alex smiled bitterly, “A lot, at least a few hundred people. The data of their uploaded videos is close to or more than most of our 500 signed bloggers.”

  "This is the drawback caused by directly issuing money in the first place!"

  Xia Jingxing frowned. At that time, he was afraid of being digged into the corner by Juyou.com, so he used this trick to "kill a thousand enemies and hurt yourself eight hundred".

  Sure enough, now the negative effects are coming.

   "We can’t throw out hundreds of contracts, that’s millions of dollars."

Before Xia Jingxing spoke, Owen came out and expressed his opinion: "Because I'm sure that in a few months, a new batch of Internet celebrities will emerge on the tubing, and their work data will exceed the current batch. people.

  I briefly studied the tubing and found that it is similar to the entertainment industry.

  There must be a small number of people who continue to be popular, and most of them will continue to be replaced by newcomers.

  If we fire one person, we will send out ten thousand dollars, how much money do we have to send out? This simply cannot be sustained for a long time.

  Except for the advertising contracts with Procter & Gamble and Nike, Tubing has not found a suitable business monetization model.

  In addition to continuously expanding servers and maintaining increasingly exaggerated bandwidth consumption, it is also necessary to spend money to retain video bloggers, which puts too much financial pressure on the company. "

   "Yes, I don't think I can send any more money."

  The foreign girl thought for a while, and then said: “I will send an announcement to explain it. It is said that participating in the annual video blogger contest, the top 500 will have a contract award of 10,000 US dollars.

  If you want to sign a contract, then participate in the annual competition. No matter how good the data is in normal times, it's only normal that Youtube will not provide a contract. "

   "It can only be so."

Alex also knows that this matter is tricky. Kristina’s proposal is considered the best solution. It is also an explanation to some dissatisfied users. At the same time, the company’s expenditure can be controlled within 5 million U.S. dollars. scope.

   "These are not solutions once and for all."

  Xia Jingxing said lightly, “The final solution is still to fall on the advertising system.

  I have an idea, let’s improve it together. "

  Everyone turned their attention to Xia Jingxing, wanting to see how he solves this problem.

   "In the final analysis, we still have to build an advertising system."

  Hearing this, everyone didn't think it was too amazing, even a little mediocre.

  Now as long as you play the Internet, you basically know that advertising is one of the best ways to monetize.

  Xia Jingxing noticed that everyone's reaction was flat, smiled, didn't care too much, and continued: "This advertising system must meet a few points.

  First, show advertisers’ ads to the most suitable people.

  How to achieve it? Data mining to understand the age, gender, occupation, income, etc. of each user.

  For example, if a blogger’s videos are all small animals, they are very caring, and most of the subscribers are girls.

  What kind of advertisement should be inserted into the video of this video blogger? sanitary napkin? cosmetic? Naturally, it is an advertisement for feminine products.

  Advertisers will also evaluate the effectiveness of advertising, and the more accurate the target audience, the better. "

  This is a bit interesting, everyone is interested.

  Evans just heard a keyword and wanted to know more, and asked: "Insert ads?"

"Yes, the form of advertising is diversified. It can be a bumper advertisement that is played before the video, a clickable banner displayed at the bottom of the video, or text and image advertisements displayed in the right column above other suggested videos. .

  Compared to Facebook, the presentation of ads is a bit more complicated.

  In the future, we will strive to make each user see a different advertisement.

  You are watching the same video, but the ads displayed are different. "

  Evans's eyes widened, "How can this technology be realized?"

  Xia Jingxing smiled and said, “Big data, a concept proposed by the famous futurist Tovler in his book The Third Wave.”

   "Oh, you must read it when you have time." Evans said.

   "Owen, after the meeting, you will buy dozens of this book, and all management will distribute one."

  Owen nodded. Now that the boss has ordered, then buy it. He also wants to understand this big data concept.

  Xia Jingxing continued to return to the topic, preaching: "Next to the second point, accurate statistics on advertising billing.

  This statistic is two-way. It is necessary for advertisers to see how many times their ads have been played, how many times they have clicked, and how much money they have spent;

  Also let the video blogger see the video he shoots, how much revenue he has brought from playing and clicking on the advertisement. "

  "Advertisers can understand these things, but why do they want video bloggers to see them?" Little Dog asked incomprehensibly.

  Xia Jingxing said: “Because it is convenient to send money to video bloggers, according to the advertising revenue they bring to the platform, the money is accurately distributed.”

   Hearing this, Alex understood thoroughly and exclaimed: “Darren, what do you mean is that each video blogger’s contribution to the platform is allocated according to work?”

   "Yes, that's what it means, it's fair and just for video bloggers.

  As long as his video content is good and is seen and played by more people, the advertisements in the video can also be seen by more people, thus bringing more advertising revenue to the platform.

  This is a virtuous circle. In order to make more money, video bloggers have to work hard to make better and more popular videos.

  Money is the best driving force. "

   "Then how much do we divide?"

  When it comes to money, CFO Owen is very sensitive and immediately asks.

  Xia Jingxing had an idea in his mind, and immediately replied: "Five to five is divided into half, and the platform and video bloggers are half each."

   "Will it be too much?" Owen frowned.

   "Not much, half of one party, we provide the platform, and others provide the content, psychologically, this is the easiest to accept."

  In the previous life, Google also adjusted the share ratio to 45% to 55% in the later period, and video bloggers took the majority.

  However, the advertising system has just been launched, and Xia Jingxing feels that there is no need to make profit for the time being. The tubing itself is a gold swallowing beast, and the future is still long.

   "Is this ad open to everyone?" Evans asked.

  "No, first, video bloggers must meet a certain number of fans and the total video playing time to screen out potential video bloggers.

  Secondly, it is not mandatory for the video blogger to add advertisements to every video, and it is up to them to make a reasonable choice.

  Advertising hurts the user experience a bit, leaving the choice to the video blogger.

  If he has confidence in his fans and is not afraid of losing, then it doesn’t matter if he loads ads in every video. "

   "How to add ads in the video?"

  Evans frowned, “If you add ads to the text and image pages of the website like Facebook, you have mature technology, and I haven’t tried it in the video.”

  "Don't ask me, go to the TV station."

  Xia Jingxing was humorous. In fact, when the tubing took this step, it was another innovation. It was normal to feel laborious and headache.

  This is not an era in which big data and AI algorithms are mature more than ten years later.

   "It's not the same, how many commercials does the TV station have?"

  Evans touched it. Because he often worked overtime and stayed up all night, the top of his head has become thinner and thinner, so sad in his heart!

  He knew that to realize the boss’s great idea and benefit a large number of video bloggers, it is estimated that he would have to face thousands or tens of thousands of advertisers.

  In the future, there may be more, hundreds of thousands or millions of advertisers.

  To put so many advertisements, according to certain logic, choose suitable video bloggers to place, and show them to the most accurate target audience.

  Think about it, he felt like he was going crazy.

   "Forget it, let me remind you."

   Seeing Evans who was about to cry, Xia Jingxing was also a little unbearable. The technology was too advanced, and he was really going to kill him.

  “First of all, what is the role of the channel? Is it just for users to watch videos?

  Wrong, it is also convenient for advertisers to choose to place advertisements. Advertisers of outdoor products will vote for video bloggers of outdoor channels. According to this logic, understand?

  Specifically, you have to think more about yourself and your team.

  Add advertisements in the video. You have to think about it and make a video editing tool. "

  Tubing’s advertising system is a relatively complex thing. It has become more and more mature by integrating the continuous improvement of a company for more than ten years, as well as the continuous innovation of Internet technology.

  Xia Jingxing can only provide a rudimentary form, the specific ones have to be brainstormed and perfected bit by bit.

  Alex asked: “Once this plan is implemented, advertisers, YouTube platforms, and video bloggers will win-win. What do we call this plan? Advertising sharing plan?”

  Xia Jingxing blurted out: "It's called YouTubePartnerProgram (Tubing Partner Program), or YPP for short."

  Everyone nodded. This is a good name, because YouTube really treats video bloggers as partners, and even distributes so much money to them. The two sides are mutually dependent and mutually successful.

  A meeting brings a bit of insight to everyone.

  Evans in particular, he felt that he needed to digest well, he had a little indigestion, and his brain was about to explode.

  But he still has a kind of excitement, feeling that the company is leading the trend and hitting the most cutting-edge technology.

  For programmers, this is called changing the world.

  Although there is pressure, the motivation is also sufficient.

  (End of this chapter)