今年1月,微信公众号启动了付费灰度测试,到现在已有两个多月。据统计,在此期间有超过14000个公众号开通了付费阅读功能,收入最高的文章定价25元,单篇最高收入达到了23万元。
但实际上,内容付费的风口早在2016年就已兴起。当时知乎、分答、喜马拉雅等许多平台涌入,用“知识付费”之名迅速吸引用户,达到流量变现的目标,随后越来越多的应用和机构进入其中,资本也迅速涌入:2017年总融资规模达到96.27亿元,2018年融资共计36.58亿元,预计到2020年,内容付费的群体规模有望达到2亿人,收入规模可达320亿元。
尽管这一领域空间广阔,但随着市场的发展、企业与资本的进入和用户逐渐被培养,内容付费领域已经进入了相对冷静的成熟期。所以微信此时选择进入这一领域,态度也是相当谨慎的。微信固然是希望激励优质生产者产出更多内容,丰富内容矩阵,但是却也表示需要把握节奏,包括作者的选择、用户接受程度和移动支付习惯等。
显然,微信进入这一赛道,是希望能够获利,甚至获得一个相当靠前的位置的,而微信自身有可以倚仗的优势:微信巨大的用户基数,深耕多年的经验,以及强大的财力、渠道等。这些优势让其探索内容付费模式之时没有太多的负担,这或许也是微信在风口平息之后仍然选择进入内容付费领域的底气。
不过微信想在内容付费热度已平息、行业相对成熟的情况下更好地立足,还要进一步研究和深耕。毕竟免费阅读公众号里的内容已经成为了用户习惯,想要让用户接受改变必然需要时间和策略。因此,弄清楚什么样的内容才能更好地变现,是非常重要的。
促使用户付费的重要条件,是“引发阅读欲”。根据经验来看,获得专业知识和见解是引发阅读欲的重要驱动力,而能提高工作效率或收入的知识和经验也让人愿意为之付费,再有就是在垂直领域中能够引起人们兴趣的内容也可以聚集流量。
当然这并不是内容付费的全部分类,在广阔的市场中,还有更多的类别可待挖掘。未来可以确定的是:平台对于优质IP的争夺会愈加激烈,垂直类别的知识会受到越来越多的关注,直播、短视频等影像的形式会更受欢迎,付费的内容也会逐渐趋向专业化。
从微信在内容方面的布局来看,可以找到与未来方向契合的点:优质账号数量颇多,垂直类别逐渐细化,视频号上线等。而对微信自身来说,付费习惯一旦养成,对于自身也是一次“清洗”:那些低质量的内容会流失用户乃至被淘汰,但从长远来看这种变化是利大于弊的。
此外,付费模式下的内容创作者对版权保护的需求会更加强烈,因为如果原创内容被窃取,会意味着金钱方面的损失。所以这也会带动维权市场的生意,提供巨大的机会,同时对微信保护原创内容的能力提出了更高的要求,对微信自身也是磨炼的机会。
总的来说,微信有强悍的实力作为依托,开启内容付费必然会引起该领域格局的改变,微信的机会也不小。只不过机会总和风险一同出现,最后能达到怎样的效果,就看微信是否能够规避风险抓住机会了。如果能做到顺势而为,那么微信在内容付费领域或许能做出意想不到的成绩。
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