"陪伴式"自媒体随走随看随播 巨额融资聚焦短视频

"Companion" from the media follows a huge fundraising focus on short video.

孙奇茹

2018年03月24日06:35  来源：北京日报

原标题：巨额融资聚焦短视频

　　自媒体创业持续勃兴，内容创业的流行趋势也以人们意想不到的速度飞速演变。自媒体价值排行及版权经济管理机构克劳锐近日发布《2018自媒体行业白皮书》显示，2018年自媒体正呈现出“富”媒体化、IP化、垂直化等诸多特征。其中，“陪伴式”音视频自媒体平台渐成大势，75%的资金都涌向了优质的头部自媒体，给同质化、可替代性强的自媒体带来极大的生存危机。

　　“随走随看随播”成新趋势

　　白皮书显示，95后、00后成为自媒体的粉丝生力军。对覆盖22个自媒体领域10万多个优质自媒体账号粉丝的分析显示，18-24岁用户占比最高，近三成，25-29岁及30-34岁用户占比紧随其后。“90后、95后这批年轻人，兴趣极为分散，所以内容细分、垂直化成为自媒体的一大特色。”白皮书负责人介绍。

　　走路时、坐地铁时、睡觉前、吃饭时、工作间隙……对近来迷上短视频的年轻白领郭先生来说，这些场景下他都会不自觉地掏出手机，刷几个短视频看。白皮书显示，图文仍然是人们通过手机获取信息的主要渠道，但音频、视频的地位正逐渐提高。其中，快手、西瓜视频、火山小视频、喜马拉雅等“分享”与“陪伴”特点浓厚的音视频平台渐成大势，越来越多用户喜欢“随走随看随播”。

　　性别方面，54.7%的自媒体粉丝为女性，45.3%为男性，时尚、娱乐、幽默搞笑类内容是男女都爱的。在自媒体粉丝的区域分布上，除北京外，活跃用户在广东、江苏、浙江等东部沿海更为集中。

　　18家自媒体融资上亿元

　　“零失手泡椒凤爪”“猫咪秒变健身利器”“泡面的4种花样吃法”……只需3分钟，你就能学到简单实用的生活技能，这是一个名叫“罐头视频”的短视频平台。在另一个早期以手指舞等趣味舞蹈闻名的短视频平台抖音上，如今除了跳舞、唱歌的主题，你能看到做饭、化妆、练字等各式各样的视频内容，甚至还能学到公务员考试解题技巧。2017年，自媒体行业一大不容忽视的趋势就是，短视频逐渐成为年轻人信息记录、传播、分享的主要方式。

　　白皮书显示，在此背景下，巨额融资聚焦短视频领域，融资金额不断提高，有50个自媒体融资金额超千万元，18个自媒体融资上亿元。其中，短视频、工具类、MCN（网红经纪公司）、传媒公司、服务平台、内容平台成为拿到融资的热门对象。漫画、母婴育儿、汽车、文化情感、财经金融、女性等领域成为融资较为集中的自媒体领域。

　　不过，数据也给一些自媒体创业者泼了一盆“冷水”。从融资金额来看，75%的投资金额被头部自媒体拿走，资本市场呈现“冷静、慎投”的特点，马太效应更加突出。这也意味着，一些同质化严重、用户数量及活跃度较低的自媒体不再会有好日子过了。

　　创意、创新将成为自媒体越来越受重视和资本青睐的核心能力。IMS新媒体商业集团CEO李檬看来，之前很多广告主看中的大多是自媒体红人们聚集的超大流量，对其创意能力的重视程度并不够，而这一现象在2018年将大大改观。

　　近七成自媒体变现靠广告

　　“这款香水，我买它没有任何理由，就是网上太火了，炒疯了，每一次花钱都是这样，我也很无奈”，在一段趣味短视频里，一个美妆博主全程几乎以“喊”的形式介绍自己的一次化妆过程。由于别出心裁、十分“接地气”的特色，这个自称“假的美妆博主”的女孩在抖音上吸引了100多万用户关注。事实上，在你一边看视频一边被她耿直的性格逗得哈哈笑时，她使用的产品已经不经意间在你的脑海中形成了“广告”的效果。

　　这样隐藏在短视频、公众号推文中，却又丝毫不影响用户或读者体验的广告，被称为“原生广告”。随着短视频的兴起，自媒体领域的广告形式也开始发生变化。

　　“2016年，投我们平台原生广告的几乎只有国外企业，他们受海外最先兴起短视频原生广告影响，接受度比较高；2017年慢慢也开始有很多国内企业找我们了，但大多都是尝试性的，很零散；2018年，很多企业开始跟我们这样的短视频平台签打包的年度合作协议了。”罐头视频负责人刘娅楠说。

　　除了67%的自媒体变现主要靠广告投放，知识付费、IP变现、电商模式、衍生服务也逐渐成为内容平台多元化的变现渠道，数据显示，15%的自媒体已经能实现IP变现，约三成自媒体已经能实现多种形式的变现。

"Companion" from the media follows a huge fundraising focus on short video.

Sun Jiru

March 24, 2018 06:35 source: Beijing daily.

Original title: huge financing focus short video.

Since media entrepreneurship continues to flourish, the trend of content entrepreneurship is evolving at an unexpected rate. Economy since the media value ranking and copyright management organization, LaoRui recently released the "2018 white paper since the media industry, according to the 2018 years since the media is present a" rich "media everything, IP, vertical, and many other features. Among them, "with type" audio and video from the media platform is a general trend, 75% of the funds flocked to the quality of the head from the media, to homogenize and alternative since the survival crisis of media.

"Follow the show" becomes a new trend.

The white paper shows that after 95, 00, it became a fan of the media. According to the analysis of more than 100,000 high-quality self-media accounts in 22 self-media fields, the proportion of users aged 18-24 is the highest, nearly 30%, and the proportion of users aged 25-29 and 30-34 is closely followed. "After 90 and 95, the young people are very dispersed, so the content segmentation and vertical integration become a feature of the media." The head of the white paper.

Walk, take the subway, go to bed, eat, work on the gap... For Mr. Guo, a young white-collar worker who has recently become fascinated with video, he will unconsciously pull out his phone and brush several short video. The white paper shows that the text is still the main channel for people to access information via mobile phones, but the status of audio and video is improving. Among them, quickly, watermelon small video video, volcanoes, the Himalayan "sharing" and "with" characteristics of audio and video platform is a general trend, more and more users like "as you see, you go".

In terms of gender, 54.7% of self-media followers are female, 45.3% are male, while fashion, entertainment and humorous content are all loved by both men and women. In addition to Beijing, active users are more concentrated in the east coast of guangdong, jiangsu and zhejiang.

18 self-media financing hundreds of millions of yuan.

"The four different ways to eat a cat's second body", "a cat's foot", "the four ways to eat"... In just three minutes, you can learn simple and useful life skills, a short video platform called "canned video". In another early interest such as fingers dance dance famous short video platform trill, now in addition to the theme of dancing, singing, cooking, makeup, can you see in writing such as all kinds of video content, can even learn the civil service exam problem solving skills. In 2017, one of the most noticeable trends in the media industry is that short video is becoming the main way for young people to record, disseminate and share information.

According to the white paper, in this context, the huge financing focuses on the short video area, and the financing amount is continuously raised. There are 50 self-media financing amount of over 10 million yuan and 18 self-media financing billions of yuan. Among them, short video, tool class, MCN (network red brokerage), media company, service platform and content platform have become popular targets for financing. Cartoon, maternal and child rearing, automobile, cultural emotion, financial and financial, female and other areas have become more concentrated in the field of self-media.

However, the data also gave some self-media entrepreneurs a "cold water". In terms of financing amount, 75% of the investment amount is taken away from the media by the head, and the capital market presents the characteristics of "calm and careful investment", and the Matthew effect is more prominent. It also means that some of the more homogenized, less user and less active media will no longer have a good life.

Creativity and innovation will become the core competence of the media. IMS new media business group CEO lee lemon, many advertisers are mostly from the media in the red before people gathered large flow, emphasis on their creative ability is not enough, and this phenomenon will be greatly improved in 2018.

Nearly 70 percent of the media has been monetized by advertising.

"This perfume, I buy it without any reason, is online too fire, stir crazy, every time to spend money to do this, I am also very helpless,", in a fun short video, a blogger, almost all the beauty makeup in the form of "shout" introduce themselves by a cosmetic procedure. The girl, who calls herself a "fake beauty makeup blogger", has attracted more than 1 million users on the quad because of her unique and "grounded" nature. In fact, when you look at video and laugh at her candid personality, the product she USES has inadvertently created an "advertising" effect in your mind.

Such advertisements, which are hidden in short video and public tweets, do not affect users or readers' experience at all, which is called "native advertising". With the rise of video, the form of advertising in the media has also started to change.

"In 2016, there are almost only foreign companies that invest in our platform native advertising. They are influenced by the original advertising of video in the first place overseas and have a high acceptance level. In 2017, there will be many domestic enterprises looking for us, but most of them are tentative and scattered. In 2018, many companies will start to sign up for the annual cooperation agreement with video. "Said liu yonan, director of video.

In addition to the 67% of the media to liquidate depend mainly on advertising, IP knowledge to pay, cash, business model, derivative services also gradually become diversified channels of liquid content platform, data showed that 15% of the media have been able to realize IP to liquidate, about thirty percent since the media have been able to achieve a variety of forms of cash.