Anqin
09-30
也会导致内容无灵魂，最终导致生态质量下降
在百度，我们看到了内容创业的新机会和确定性
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11:00","market":"sh","language":"zh","title":"在百度，我们看到了内容创业的新机会和确定性","url":"https://stock-news.laohu8.com/highlight/detail?id=2471888993","media":"深响","summary":"在今年5月举办的百度移动生态万象大会上，我们看到了一组逆势增长的数据：过去一年，百家号获得分润的作者数量年同比增加了80%，近半年创作者收入增长超过30%。孙洪鹤向我们解释自己如今主要做百家号，一大原因在于百度APP独特的推荐机制——“搜推结合”，让好内容被看到、有收益这件事更有确定性。今年年初，百度针对内容生态做组织架构调整，以分发为调整重心，打通了内容生产-分发-用户消费的整个链条。","content":"<html><body><div><p><img src=\"https://static.tigerbbs.com/9fbe3bf0ac50404e8cc963adf9764a0d\"/></p><p><img src=\"https://static.tigerbbs.com/41d2dca24b4d4fa1b5da30a984961f19\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span>©️深响原创 · </span><span>作者｜吕玥</span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">曾经光鲜亮丽的内容创作者们，如今大多都会有相同感触：“靠内容赚钱越来越难了。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">一些粉丝千万的头部博主选择停更，提到的原因往往是收益下滑让他们难以为继。那些坚持更新的中腰部博主们，也常在视频中坦率地分享涨粉、商业化等难点。还有不少对内容满怀憧憬、全职投身创作的新人，一年到头发现收入还没原来上班工资高。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在当下这个内容大繁荣时代里，创作者如何体面、持续赚钱似乎成了个“天问”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">过去踩着平台崛起风口快速成长的路径，在当下已经不可复制。如今人人都在看内容，创作者却都为生存而焦虑。内容本被认为是零成本、好启动的领域，似乎创意才华就是唯一门槛。但内容创业在当下看起来更像是种过时、投机、碰运气的操作。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">创作者还有稳定的生存路径？未来还会有新红利可把握吗？中小创作者和新人还有成长机会吗？这个领域是否还有足够的上升空间？</span></p><p><img src=\"https://static.tigerbbs.com/7cc660c72aff44948223e4f4704c2180\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">真实的内容创业生态</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">事实上，自互联网发展让内容创作彻底平权后，内容供给侧竞争就始终激烈。从博客、微博、公众号，到短视频、内容社区，总是有人退场也有人上场。而十多年的更迭发展，塑造了当下这个特点鲜明的内容创业生态。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">从创作者角度看，内容生产趋于工业化，专业团队懂用户爽点、市场趋势和热点，就会比个体创意见地的市场反馈好。而从平台角度，内容生态的成熟意味着创作者金字塔结构的生成，中腰部和新人的上升难度大。同时基础内容饱和，平台扶持自然会更看重细分热门领域，而非大规模扶持所有人。抖音对文艺院团直播的扶持、快手对新农人创作的支持以及今年各大平台对短剧的关注都是如此。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这种演进和变化是种必然，不过也确实让很多创作者“体感”生存难度越来越大。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">最突出的问题在于流量。</span></strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">创作者会发现，即便内容保持着相同风格和品质，但能触达的流量体量却不如以前。而怎么能提升推荐、播放量也变成了玄学，没有准确答案。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">商业模式专家孙洪鹤从2018年起在互联网上创作内容，他提到过去如果拥有100万粉丝，粉丝活跃度平均在10%左右，发布任意一个作品播放量都能超过10万。但现在，粉丝到达率低了，相对应推荐率也调整了，作品播放量甚至可能会掉落至1000。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/68ce5c9698244bacbb7916d9c64c8b57\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">那之前的流量去哪了呢？按常理分析，大概率是因为供给侧竞争愈强，大量新兴创作者不断涌现，从而分散了流量。但此时创作者又会看到，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>整个生态中二八法则很显著，中腰部创作者和新人们想要跻身头部阵营的挑战艰巨，</strong></span>大家也都面临着流量不足 、涨粉难的问题。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这一环境下，创作者如果只依靠平台流量分成来生存就不现实。但在很多创作者积极尝试其他变现方式来提升整体收益时，难点也不少。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">过去，平台处于用户体量快速攀升阶段，广告主投入非常积极，所以创作者能轻松获得流量分成和广告合作。但近年来，广告行业还处于逐步复苏阶段，各行业都在降本增效，营销投入也相对谨慎，这就影响了创作者的收入。这个问题并不鲜见，2023年一些YouTuber也曾反映尽管视频流量在增长，但实际收入却出现了下滑。无论国内还是国外，创作者都在面临着不小的挑战。</span></p><p><img src=\"https://static.tigerbbs.com/1c647d585c66475b9e15e493fa238dad\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">创作者何处寻发展空间</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">尽管内容行业已是深水区，我们依然有信心会有新的机会浮出水面，留给创作者抢滩登陆。因为平台始终在变化，而内容创业崛起乃至风口往往依附于此。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">近些年，大家目光常集中于日渐成熟的视频号和拓展内容垂类的小红书，反而忽视和低估了一个阵地——百家号。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在今年5月举办的<a href=\"https://laohu8.com/S/BIDU\">百度</a>移动生态万象大会上，我们看到了一组逆势增长的数据：过去一年，百家号获得分润的作者数量年同比增加了80%，近半年创作者收入增长超过30%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这个令人意外的成绩并非一蹴而就。百家号是有一定“基建”优势的，据百度2024年三季度财报数据，百度APP月活用户已增长到了7.03亿。背靠着用户体量庞大的国民级应用，创作者至少在流量获取方面心里有底。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">同时被称为是百度基本盘、压舱石的百度移动生态，多年来持续在做内容扩充，从视频化转型到投入直播、布局短剧等等，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>百度APP的内容生态日渐丰富。这也为百家号承载多元化创作者和内容覆盖图文、短视频、付费咨询等多类型打好基础。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">当然在基建之上，百家号还呈现出了一些对创作者的独特吸引力。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“百家的推荐机制非常有利于内容付费作者，关键词搜索带来的成交量非常高。”孙洪鹤向我们解释自己如今主要做百家号，一大原因在于百度APP独特的推荐机制——<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>“搜推结合”</strong></span>，让好内容被看到、有收益这件事更有确定性。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">搜索本是百度强项，用户在百度APP中使用搜索已是固有行为习惯。这种搜索通常不是为了追逐热点，更多是为了寻找满足特定需求、具有实质性信息量和价值的内容。因此<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>当搜索与智能化推荐结合，能够确保那些有深度、有信息量的好内容得到展示并获得相应收益。</strong></span>并且孙洪鹤还提到这种推荐机制下，作品的推荐周期可以长达半年之久，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>显著的长尾效应也将进一步提升创作者的收益。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/1f2295104bb44638b08d5156dfce1570\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">除了推荐机制的利好，对创作者全成长周期的关注和支持也是一大亮点。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今年年初，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>百度针对内容生态做组织架构调整，以分发为调整重心，打通了内容生产-分发-用户消费的整个链条。</strong></span>这一调整让百家号得以针对性地为处于不同成长阶段的创作者提供成长思路：</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">如针对新手划拨专属流量池，建独立推荐队列，以提升内容冷启效率；对成长期的创作者，设置分阶段任务来解锁平台权益，为其打造各类身份认证形成激励；对成熟创作者还会提供打造百科名片、IP共建和打造爆款内容的机会，进一步扩大个人影响力。借助百度APP整体的分发能力优势，中腰部创作者和新人的成长进阶之路都得以有效疏通。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">当然创作者更关心的还是平台如何实现收益模式的多元化。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/c3532c98943249ffbe630cab872d364e\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">图源：百家号官网</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">无论是在哪个平台，流量分成、广告分润都是最为基础的收益项，而百家号在主动去提升这两项创作者的保底收入。据创作者“白萝卜科技”透露，百家号的千次展示流量激励属行业最高水平。还有不少创作者也告诉我们，百家号的广告分润也是目前行业中最高的。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在此基础上百家号持续丰富着收益模式，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>目前已涵盖了内容付费、电商推广、赞赏、直播、付费咨询等多个方面。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">就拿内容付费来看，在娱乐性强的平台上，推广深度内容付费其实并不容易。但百度APP是搜索+资讯类的产品，这一特性付费内容提供了良好的土壤。孙洪鹤也表示，目前他在百家号的主要收益就是内容付费，专栏和订阅号带来的收益都不错。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/2b17a2d4699b428380355c8cc246a7fc\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">孙洪鹤百家号专栏及付费订阅</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">对于专注于深度内容的创作者而言，商单这一变现方式可能并不是他们的强项，也不清楚适合哪些类型合作。而在百家号，许多财经、科技和法律等专业内容垂类的创作者也会惊喜发现平台在主动推荐商单合作，帮助他们顺利迈出第一步。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">另外值得一提的是，百家号目前的扶持力度也属业内少见。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">比如目前百家号有一项推荐创作者奖励计划，这种裂变式激励在绝大多数平台上已不常见，因为现阶段流量红利期已结束，很多平台不再需要大规模扩充创作者。而百家号通过这一政策，营造了一种很少见的、全新的创作环境：<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>看似各自为战的创作者们，实则在潜移默化间相互影响，大家不是传统意义上抢分蛋糕吃，</strong></span>而是在共同做大做优百家号这个内容阵地。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">与此同时，在大多数平台都是针对某些细分垂类和新品类做助推的时候，百家号还有面向大盘创作者的扶持——乘风计划，通过10亿的激励现金、千亿流量扶持以及定制化成长模式，让创作者在现有收益基础上获得显著增长。<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>这相当于是为创作者开启了一个难能可贵的红利期。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">另外孙洪鹤还提到，自己在百家号能以最快速度找到人工服务答疑解惑，如果做百家号特训营，平台会有专人提供帮助，很多创作者借此已获得流水高达百万的成绩。这些都让创作者直接感受到了与平台沟通的顺畅，以及平台对创作者的权益保护、尊重和重视。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">内容创作始终是一场挑战和机遇并存的旅程。挑战，是指在浩瀚的内容海洋中，创作者很难找到一片未被触及的净土，总有其他作品会比自己的内容更吸引人、更专业、更受欢迎。这种无形的压力促使创作者笔耕不辍。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">机遇，则是在于新技术、新生活方式、大众兴趣更迭以及各行各业的经验都能够“内容化”。越是细分的领域，信息壁垒越高，越是意味着内容创作有广阔空间。对内容创作者而言，只要抱有信心，找准平台，便有能力去穿越行业周期，实现持续成长。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" donone=\"shifuMouseDownOther('shifu_o_024')\" gb=\"\" helvetica=\"\" label=\"Copyright © 2014 playhudong All Rights Reserved.\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/e1d711156de345adbf7e338919b24fe9\" width=\"60px\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>原创内容转载开白可</span><span>直接在文后留言</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>与深响主编交流请添加微信：alana_liuyalan</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>商务合作请添加微信：deepecho-biz</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>⚠️添加以上微信</span><strong><span>请备注姓名公司与来意</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/27409b96f6bb4e5badb4b64e6eea5404\"/></p><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">短剧热潮持续，百度的进击与野望</span></strong><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"></span></strong></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><br/></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">技术如何变革营销业？这三个趋势你需要知道｜对话百度营销</span></strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"></span></h1><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ca0d3021592d48c79fb1f9eec1a0a27d\"/></p></div></body></html>","source":"weixin_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>在百度，我们看到了内容创业的新机会和确定性</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; 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overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n在百度，我们看到了内容创业的新机会和确定性\n</h2>\n\n<h4 class=\"meta\">\n\n\n<a class=\"head\" href=\"https://laohu8.com/wemedia/1038713350\">\n\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/f5b431abf34240f5bf6064f88f02fa9d);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">深响 </p>\n<p class=\"h-time\">2024-09-29 11:00</p>\n</div>\n\n</a>\n\n\n</h4>\n\n</header>\n<article>\n<html><body><div><p><img src=\"https://static.tigerbbs.com/9fbe3bf0ac50404e8cc963adf9764a0d\"/></p><p><img src=\"https://static.tigerbbs.com/41d2dca24b4d4fa1b5da30a984961f19\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" right=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><span>©️深响原创 · </span><span>作者｜吕玥</span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">曾经光鲜亮丽的内容创作者们，如今大多都会有相同感触：“靠内容赚钱越来越难了。”</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">一些粉丝千万的头部博主选择停更，提到的原因往往是收益下滑让他们难以为继。那些坚持更新的中腰部博主们，也常在视频中坦率地分享涨粉、商业化等难点。还有不少对内容满怀憧憬、全职投身创作的新人，一年到头发现收入还没原来上班工资高。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在当下这个内容大繁荣时代里，创作者如何体面、持续赚钱似乎成了个“天问”。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">过去踩着平台崛起风口快速成长的路径，在当下已经不可复制。如今人人都在看内容，创作者却都为生存而焦虑。内容本被认为是零成本、好启动的领域，似乎创意才华就是唯一门槛。但内容创业在当下看起来更像是种过时、投机、碰运气的操作。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">创作者还有稳定的生存路径？未来还会有新红利可把握吗？中小创作者和新人还有成长机会吗？这个领域是否还有足够的上升空间？</span></p><p><img src=\"https://static.tigerbbs.com/7cc660c72aff44948223e4f4704c2180\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">真实的内容创业生态</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">事实上，自互联网发展让内容创作彻底平权后，内容供给侧竞争就始终激烈。从博客、微博、公众号，到短视频、内容社区，总是有人退场也有人上场。而十多年的更迭发展，塑造了当下这个特点鲜明的内容创业生态。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">从创作者角度看，内容生产趋于工业化，专业团队懂用户爽点、市场趋势和热点，就会比个体创意见地的市场反馈好。而从平台角度，内容生态的成熟意味着创作者金字塔结构的生成，中腰部和新人的上升难度大。同时基础内容饱和，平台扶持自然会更看重细分热门领域，而非大规模扶持所有人。抖音对文艺院团直播的扶持、快手对新农人创作的支持以及今年各大平台对短剧的关注都是如此。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这种演进和变化是种必然，不过也确实让很多创作者“体感”生存难度越来越大。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">最突出的问题在于流量。</span></strong></span><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">创作者会发现，即便内容保持着相同风格和品质，但能触达的流量体量却不如以前。而怎么能提升推荐、播放量也变成了玄学，没有准确答案。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">商业模式专家孙洪鹤从2018年起在互联网上创作内容，他提到过去如果拥有100万粉丝，粉丝活跃度平均在10%左右，发布任意一个作品播放量都能超过10万。但现在，粉丝到达率低了，相对应推荐率也调整了，作品播放量甚至可能会掉落至1000。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/68ce5c9698244bacbb7916d9c64c8b57\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">那之前的流量去哪了呢？按常理分析，大概率是因为供给侧竞争愈强，大量新兴创作者不断涌现，从而分散了流量。但此时创作者又会看到，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>整个生态中二八法则很显著，中腰部创作者和新人们想要跻身头部阵营的挑战艰巨，</strong></span>大家也都面临着流量不足 、涨粉难的问题。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这一环境下，创作者如果只依靠平台流量分成来生存就不现实。但在很多创作者积极尝试其他变现方式来提升整体收益时，难点也不少。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">过去，平台处于用户体量快速攀升阶段，广告主投入非常积极，所以创作者能轻松获得流量分成和广告合作。但近年来，广告行业还处于逐步复苏阶段，各行业都在降本增效，营销投入也相对谨慎，这就影响了创作者的收入。这个问题并不鲜见，2023年一些YouTuber也曾反映尽管视频流量在增长，但实际收入却出现了下滑。无论国内还是国外，创作者都在面临着不小的挑战。</span></p><p><img src=\"https://static.tigerbbs.com/1c647d585c66475b9e15e493fa238dad\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">创作者何处寻发展空间</span></strong></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">尽管内容行业已是深水区，我们依然有信心会有新的机会浮出水面，留给创作者抢滩登陆。因为平台始终在变化，而内容创业崛起乃至风口往往依附于此。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">近些年，大家目光常集中于日渐成熟的视频号和拓展内容垂类的小红书，反而忽视和低估了一个阵地——百家号。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在今年5月举办的<a href=\"https://laohu8.com/S/BIDU\">百度</a>移动生态万象大会上，我们看到了一组逆势增长的数据：过去一年，百家号获得分润的作者数量年同比增加了80%，近半年创作者收入增长超过30%。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">这个令人意外的成绩并非一蹴而就。百家号是有一定“基建”优势的，据百度2024年三季度财报数据，百度APP月活用户已增长到了7.03亿。背靠着用户体量庞大的国民级应用，创作者至少在流量获取方面心里有底。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">同时被称为是百度基本盘、压舱石的百度移动生态，多年来持续在做内容扩充，从视频化转型到投入直播、布局短剧等等，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>百度APP的内容生态日渐丰富。这也为百家号承载多元化创作者和内容覆盖图文、短视频、付费咨询等多类型打好基础。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">当然在基建之上，百家号还呈现出了一些对创作者的独特吸引力。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">“百家的推荐机制非常有利于内容付费作者，关键词搜索带来的成交量非常高。”孙洪鹤向我们解释自己如今主要做百家号，一大原因在于百度APP独特的推荐机制——<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>“搜推结合”</strong></span>，让好内容被看到、有收益这件事更有确定性。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">搜索本是百度强项，用户在百度APP中使用搜索已是固有行为习惯。这种搜索通常不是为了追逐热点，更多是为了寻找满足特定需求、具有实质性信息量和价值的内容。因此<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>当搜索与智能化推荐结合，能够确保那些有深度、有信息量的好内容得到展示并获得相应收益。</strong></span>并且孙洪鹤还提到这种推荐机制下，作品的推荐周期可以长达半年之久，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>显著的长尾效应也将进一步提升创作者的收益。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/1f2295104bb44638b08d5156dfce1570\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">除了推荐机制的利好，对创作者全成长周期的关注和支持也是一大亮点。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">今年年初，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>百度针对内容生态做组织架构调整，以分发为调整重心，打通了内容生产-分发-用户消费的整个链条。</strong></span>这一调整让百家号得以针对性地为处于不同成长阶段的创作者提供成长思路：</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">如针对新手划拨专属流量池，建独立推荐队列，以提升内容冷启效率；对成长期的创作者，设置分阶段任务来解锁平台权益，为其打造各类身份认证形成激励；对成熟创作者还会提供打造百科名片、IP共建和打造爆款内容的机会，进一步扩大个人影响力。借助百度APP整体的分发能力优势，中腰部创作者和新人的成长进阶之路都得以有效疏通。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">当然创作者更关心的还是平台如何实现收益模式的多元化。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/c3532c98943249ffbe630cab872d364e\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">图源：百家号官网</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">无论是在哪个平台，流量分成、广告分润都是最为基础的收益项，而百家号在主动去提升这两项创作者的保底收入。据创作者“白萝卜科技”透露，百家号的千次展示流量激励属行业最高水平。还有不少创作者也告诉我们，百家号的广告分润也是目前行业中最高的。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">在此基础上百家号持续丰富着收益模式，<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>目前已涵盖了内容付费、电商推广、赞赏、直播、付费咨询等多个方面。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">就拿内容付费来看，在娱乐性强的平台上，推广深度内容付费其实并不容易。但百度APP是搜索+资讯类的产品，这一特性付费内容提供了良好的土壤。孙洪鹤也表示，目前他在百家号的主要收益就是内容付费，专栏和订阅号带来的收益都不错。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/2b17a2d4699b428380355c8cc246a7fc\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">孙洪鹤百家号专栏及付费订阅</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">对于专注于深度内容的创作者而言，商单这一变现方式可能并不是他们的强项，也不清楚适合哪些类型合作。而在百家号，许多财经、科技和法律等专业内容垂类的创作者也会惊喜发现平台在主动推荐商单合作，帮助他们顺利迈出第一步。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">另外值得一提的是，百家号目前的扶持力度也属业内少见。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">比如目前百家号有一项推荐创作者奖励计划，这种裂变式激励在绝大多数平台上已不常见，因为现阶段流量红利期已结束，很多平台不再需要大规模扩充创作者。而百家号通过这一政策，营造了一种很少见的、全新的创作环境：<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>看似各自为战的创作者们，实则在潜移默化间相互影响，大家不是传统意义上抢分蛋糕吃，</strong></span>而是在共同做大做优百家号这个内容阵地。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">与此同时，在大多数平台都是针对某些细分垂类和新品类做助推的时候，百家号还有面向大盘创作者的扶持——乘风计划，通过10亿的激励现金、千亿流量扶持以及定制化成长模式，让创作者在现有收益基础上获得显著增长。<span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong>这相当于是为创作者开启了一个难能可贵的红利期。</strong></span></span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">另外孙洪鹤还提到，自己在百家号能以最快速度找到人工服务答疑解惑，如果做百家号特训营，平台会有专人提供帮助，很多创作者借此已获得流水高达百万的成绩。这些都让创作者直接感受到了与平台沟通的顺畅，以及平台对创作者的权益保护、尊重和重视。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">内容创作始终是一场挑战和机遇并存的旅程。挑战，是指在浩瀚的内容海洋中，创作者很难找到一片未被触及的净土，总有其他作品会比自己的内容更吸引人、更专业、更受欢迎。这种无形的压力促使创作者笔耕不辍。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">机遇，则是在于新技术、新生活方式、大众兴趣更迭以及各行各业的经验都能够“内容化”。越是细分的领域，信息壁垒越高，越是意味着内容创作有广阔空间。对内容创作者而言，只要抱有信心，找准平台，便有能力去穿越行业周期，实现持续成长。</span></p><p arial=\"\" border-box=\"\" break-word=\"\" donone=\"shifuMouseDownOther('shifu_o_024')\" gb=\"\" helvetica=\"\" label=\"Copyright © 2014 playhudong All Rights Reserved.\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/e1d711156de345adbf7e338919b24fe9\" width=\"60px\"/></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>原创内容转载开白可</span><span>直接在文后留言</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>与深响主编交流请添加微信：alana_liuyalan</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>商务合作请添加微信：deepecho-biz</span></p><p arial=\"\" border-box=\"\" break-word=\"\" center=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><span>⚠️添加以上微信</span><strong><span>请备注姓名公司与来意</span></strong></p><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/27409b96f6bb4e5badb4b64e6eea5404\"/></p><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">短剧热潮持续，百度的进击与野望</span></strong><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"></span></strong></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><br/></h1><h1 arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" justify=\"\" neue=\"\" rgb=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\">技术如何变革营销业？这三个趋势你需要知道｜对话百度营销</span></strong><span arial=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"></span></h1><p arial=\"\" border-box=\"\" break-word=\"\" gb=\"\" helvetica=\"\" neue=\"\" sans=\"\" sans-serif=\"\" sc=\"\" ui=\"\" yahei=\"\"><img src=\"https://static.tigerbbs.com/ca0d3021592d48c79fb1f9eec1a0a27d\"/></p></div></body></html>\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"161022":"创业","BK4514":"搜索引擎","IE00B0JY6N72.USD":"PINEBRIDGE 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ACC","BK4548":"巴美列捷福持仓"},"source_url":"http://mp.weixin.qq.com/s?__biz=MzUzOTc4NDQxMQ==&mid=2247545333&idx=1&sn=8f8f4c5e883edefc73a967ac8ebfd52e&chksm=fbcbc6e3f2b9ec05de179cb54640d557b2cb5d925eeae82b0367be996e0bb8a13fa164dfe77c&scene=0#rd","is_english":false,"share_image_url":"https://static.laohu8.com/ecd74548980bc5b366aa8f4b37ed0bd5","article_id":"2471888993","content_text":"©️深响原创 · 作者｜吕玥曾经光鲜亮丽的内容创作者们，如今大多都会有相同感触：“靠内容赚钱越来越难了。”一些粉丝千万的头部博主选择停更，提到的原因往往是收益下滑让他们难以为继。那些坚持更新的中腰部博主们，也常在视频中坦率地分享涨粉、商业化等难点。还有不少对内容满怀憧憬、全职投身创作的新人，一年到头发现收入还没原来上班工资高。在当下这个内容大繁荣时代里，创作者如何体面、持续赚钱似乎成了个“天问”。过去踩着平台崛起风口快速成长的路径，在当下已经不可复制。如今人人都在看内容，创作者却都为生存而焦虑。内容本被认为是零成本、好启动的领域，似乎创意才华就是唯一门槛。但内容创业在当下看起来更像是种过时、投机、碰运气的操作。创作者还有稳定的生存路径？未来还会有新红利可把握吗？中小创作者和新人还有成长机会吗？这个领域是否还有足够的上升空间？真实的内容创业生态事实上，自互联网发展让内容创作彻底平权后，内容供给侧竞争就始终激烈。从博客、微博、公众号，到短视频、内容社区，总是有人退场也有人上场。而十多年的更迭发展，塑造了当下这个特点鲜明的内容创业生态。从创作者角度看，内容生产趋于工业化，专业团队懂用户爽点、市场趋势和热点，就会比个体创意见地的市场反馈好。而从平台角度，内容生态的成熟意味着创作者金字塔结构的生成，中腰部和新人的上升难度大。同时基础内容饱和，平台扶持自然会更看重细分热门领域，而非大规模扶持所有人。抖音对文艺院团直播的扶持、快手对新农人创作的支持以及今年各大平台对短剧的关注都是如此。这种演进和变化是种必然，不过也确实让很多创作者“体感”生存难度越来越大。最突出的问题在于流量。创作者会发现，即便内容保持着相同风格和品质，但能触达的流量体量却不如以前。而怎么能提升推荐、播放量也变成了玄学，没有准确答案。商业模式专家孙洪鹤从2018年起在互联网上创作内容，他提到过去如果拥有100万粉丝，粉丝活跃度平均在10%左右，发布任意一个作品播放量都能超过10万。但现在，粉丝到达率低了，相对应推荐率也调整了，作品播放量甚至可能会掉落至1000。那之前的流量去哪了呢？按常理分析，大概率是因为供给侧竞争愈强，大量新兴创作者不断涌现，从而分散了流量。但此时创作者又会看到，整个生态中二八法则很显著，中腰部创作者和新人们想要跻身头部阵营的挑战艰巨，大家也都面临着流量不足 、涨粉难的问题。这一环境下，创作者如果只依靠平台流量分成来生存就不现实。但在很多创作者积极尝试其他变现方式来提升整体收益时，难点也不少。过去，平台处于用户体量快速攀升阶段，广告主投入非常积极，所以创作者能轻松获得流量分成和广告合作。但近年来，广告行业还处于逐步复苏阶段，各行业都在降本增效，营销投入也相对谨慎，这就影响了创作者的收入。这个问题并不鲜见，2023年一些YouTuber也曾反映尽管视频流量在增长，但实际收入却出现了下滑。无论国内还是国外，创作者都在面临着不小的挑战。创作者何处寻发展空间尽管内容行业已是深水区，我们依然有信心会有新的机会浮出水面，留给创作者抢滩登陆。因为平台始终在变化，而内容创业崛起乃至风口往往依附于此。近些年，大家目光常集中于日渐成熟的视频号和拓展内容垂类的小红书，反而忽视和低估了一个阵地——百家号。在今年5月举办的百度移动生态万象大会上，我们看到了一组逆势增长的数据：过去一年，百家号获得分润的作者数量年同比增加了80%，近半年创作者收入增长超过30%。这个令人意外的成绩并非一蹴而就。百家号是有一定“基建”优势的，据百度2024年三季度财报数据，百度APP月活用户已增长到了7.03亿。背靠着用户体量庞大的国民级应用，创作者至少在流量获取方面心里有底。同时被称为是百度基本盘、压舱石的百度移动生态，多年来持续在做内容扩充，从视频化转型到投入直播、布局短剧等等，百度APP的内容生态日渐丰富。这也为百家号承载多元化创作者和内容覆盖图文、短视频、付费咨询等多类型打好基础。当然在基建之上，百家号还呈现出了一些对创作者的独特吸引力。“百家的推荐机制非常有利于内容付费作者，关键词搜索带来的成交量非常高。”孙洪鹤向我们解释自己如今主要做百家号，一大原因在于百度APP独特的推荐机制——“搜推结合”，让好内容被看到、有收益这件事更有确定性。搜索本是百度强项，用户在百度APP中使用搜索已是固有行为习惯。这种搜索通常不是为了追逐热点，更多是为了寻找满足特定需求、具有实质性信息量和价值的内容。因此当搜索与智能化推荐结合，能够确保那些有深度、有信息量的好内容得到展示并获得相应收益。并且孙洪鹤还提到这种推荐机制下，作品的推荐周期可以长达半年之久，显著的长尾效应也将进一步提升创作者的收益。除了推荐机制的利好，对创作者全成长周期的关注和支持也是一大亮点。今年年初，百度针对内容生态做组织架构调整，以分发为调整重心，打通了内容生产-分发-用户消费的整个链条。这一调整让百家号得以针对性地为处于不同成长阶段的创作者提供成长思路：如针对新手划拨专属流量池，建独立推荐队列，以提升内容冷启效率；对成长期的创作者，设置分阶段任务来解锁平台权益，为其打造各类身份认证形成激励；对成熟创作者还会提供打造百科名片、IP共建和打造爆款内容的机会，进一步扩大个人影响力。借助百度APP整体的分发能力优势，中腰部创作者和新人的成长进阶之路都得以有效疏通。当然创作者更关心的还是平台如何实现收益模式的多元化。图源：百家号官网无论是在哪个平台，流量分成、广告分润都是最为基础的收益项，而百家号在主动去提升这两项创作者的保底收入。据创作者“白萝卜科技”透露，百家号的千次展示流量激励属行业最高水平。还有不少创作者也告诉我们，百家号的广告分润也是目前行业中最高的。在此基础上百家号持续丰富着收益模式，目前已涵盖了内容付费、电商推广、赞赏、直播、付费咨询等多个方面。就拿内容付费来看，在娱乐性强的平台上，推广深度内容付费其实并不容易。但百度APP是搜索+资讯类的产品，这一特性付费内容提供了良好的土壤。孙洪鹤也表示，目前他在百家号的主要收益就是内容付费，专栏和订阅号带来的收益都不错。孙洪鹤百家号专栏及付费订阅对于专注于深度内容的创作者而言，商单这一变现方式可能并不是他们的强项，也不清楚适合哪些类型合作。而在百家号，许多财经、科技和法律等专业内容垂类的创作者也会惊喜发现平台在主动推荐商单合作，帮助他们顺利迈出第一步。另外值得一提的是，百家号目前的扶持力度也属业内少见。比如目前百家号有一项推荐创作者奖励计划，这种裂变式激励在绝大多数平台上已不常见，因为现阶段流量红利期已结束，很多平台不再需要大规模扩充创作者。而百家号通过这一政策，营造了一种很少见的、全新的创作环境：看似各自为战的创作者们，实则在潜移默化间相互影响，大家不是传统意义上抢分蛋糕吃，而是在共同做大做优百家号这个内容阵地。与此同时，在大多数平台都是针对某些细分垂类和新品类做助推的时候，百家号还有面向大盘创作者的扶持——乘风计划，通过10亿的激励现金、千亿流量扶持以及定制化成长模式，让创作者在现有收益基础上获得显著增长。这相当于是为创作者开启了一个难能可贵的红利期。另外孙洪鹤还提到，自己在百家号能以最快速度找到人工服务答疑解惑，如果做百家号特训营，平台会有专人提供帮助，很多创作者借此已获得流水高达百万的成绩。这些都让创作者直接感受到了与平台沟通的顺畅，以及平台对创作者的权益保护、尊重和重视。内容创作始终是一场挑战和机遇并存的旅程。挑战，是指在浩瀚的内容海洋中，创作者很难找到一片未被触及的净土，总有其他作品会比自己的内容更吸引人、更专业、更受欢迎。这种无形的压力促使创作者笔耕不辍。机遇，则是在于新技术、新生活方式、大众兴趣更迭以及各行各业的经验都能够“内容化”。越是细分的领域，信息壁垒越高，越是意味着内容创作有广阔空间。对内容创作者而言，只要抱有信心，找准平台，便有能力去穿越行业周期，实现持续成长。原创内容转载开白可直接在文后留言与深响主编交流请添加微信：alana_liuyalan商务合作请添加微信：deepecho-biz⚠️添加以上微信请备注姓名公司与来意短剧热潮持续，百度的进击与野望技术如何变革营销业？这三个趋势你需要知道｜对话百度营销","news_type":1},"isVote":1,"tweetType":1,"viewCount":549,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":39,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/354871938175144"}
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