Knowledge payment cannot escape the essence of "anxiety"

In the past year , Knowledge anxiety no longer seems to be a haze over young people . anxious , Instead, it is gradually forcing the players in the knowledge payment industry .

According to titanium media reports ,2 month 11 Some media reported that , According to netizens , Knowing that they are laying off workers in a low-key way , Mainly video related departments , Almost cut in half .

Faced with this rumor , Zhihu aspect , Video is an integral part of knowhu's content Ecology ,2022 The annual conference will continue to make efforts in the field of video , Continuous improvement .

Although Zhihu denied the layoff rumors , But focus on the knowledge payment industry , You will find the anxiety and pressure of making money , Came to those who once paid for selling knowledge .

2022 year , Paying for knowledge seems to be no longer difficult “ selling ” anxious .

Knowledge payment does not do “ friend ”

There has always been a saying in the knowledge payment industry , Fandeng 、 Luo Zhenyu 、 Wu Xiaobo and Li Shanyou are called “ Four kings of knowledge payment ”.

But in 2022 Open a year , Luozhenyu, one of the four heavenly kings, encountered difficulties . stay 2021 The last day of the year ,“ Luo Tianwang ” Face 12000 Empty seats , The theme was “ I can still do this ！” Year end summary of .

A few days ago , Because the epidemic may have an impact , Luo Zhenyu 2022 year “ A friend of time ” The new year's speech cancels the admission of the audience , Instead, it will be live online . According to the previous ticket revenue , Luozhenyu lost about ten million yuan .

Although the epidemic is the main reason for the cancellation of the speech , But lengthen the timeline , You will find luozhenyu “ Chicken soup ” It seems that people no longer like it .

once , After luozhenyu's speech , Listeners will write in the circle of friends “ Feeling after listening ”. And today , This annual knowledge feast , It's not even as hot as the previous refund news .

All in all , All seem to imply , Luo Zhenyu “ Advocacy ” Knowledge anxiety , Are becoming their own “ anxious ”.

We can also get some thoughts from luozhenyu's speech this year . As for “35 Age crisis ” On the topic of , Luozhenyu answered in his speech ：“35 Year old , You shouldn't be carrying a standardized resume everywhere , You should have the soft power that others can't tell you , For example, contacts , This is the job that comes directly to you .”

In the current buzzwords , This is nonsense literature “ model ”. For most anxious 35 For middle-aged people , It seems that this sentence can only bring them more anxiety .

After all, after all these years , Luozhenyu, who calls himself a knowledge Porter , It seems that we can't move too many things out . So luozhenyu positively warned the audience that entrepreneurship is risky , Don't start a business . And behind it is the establishment “ Thinking creates things ”, Later, it launched a knowledge payment platform “ obtain ”.

Luozhenyu has already forgotten himself “ Knowledge Porter ” I call myself , Instead, they choose to turn their existing influence into a platform , by “ Empower ” Others come to look for new opportunities .

But it turns out , The decline of the knowledge payment environment , No one can escape . obtain App The number of new paying users increased from 2018 Year of 165 Ten thousand down to 2020 Year of 83 ten thousand .

At the same time , Announce “ A friend of time ” The day of the speech ticket refund , Thinking creation completes the update of financial data , Continue to wait in Shenzhen stock exchange for the listing audit that seems like a distant future .

Video can be an opportunity , Maybe not

Luozhenyu's defeat , It is not entirely the shrinking of the knowledge payment market , It is also closely related to his failure to grasp the opportunity of short video .

2017 year , When short video platforms such as Tiktok Kwai began to rise , At that time, luozhenyu was at the height of the sun “ Logical thinking ” Turn to get APP Unicast , And turn the video into audio , The perfect “ Evade ” Short video .

Then came ,B standing 、 Tiktok 、 Well quickly 、 You know , A variety of free graphics and video knowledge , Constantly dismembering luozhenyu's knowledge payment territory . Video , It has become the mainstream trend in the knowledge payment industry .

Released by juquansuan united venture state 《「 Seek knowledge 」2.0 Time ——2021 China pan knowledge Payment Industry Report 》 It shows that , In recent years , The market scale of China's Pan knowledge payment industry has been maintained at 40% The increase above . among “ Short video + live broadcast ” It has become one of the most popular mainstream positions , More than 70% of users learn through short videos .

《 The report 》 It also mentions , The number of users who obtain information related to pan knowledge payment and learn through the short video port accounts for the highest , About occupy 73.7%. The second is medium and long video , about 35.3%, Live broadcast and pure text materials account for about 30% , Few people choose picture information and audio .

As the most important communication carrier nowadays , Short videos are indeed particularly suitable for the dissemination of Pan knowledge . therefore , All major content platforms have accelerated the layout of knowledge videos .

·  Public data display , By 2021 year 6 month , The number of knowledge creators with more than ten thousand fans of Tiktok exceeds 32 10, , Knowledge videos published more than 1.5 Billion bars ;

·  Quick hands are not resigned to playing second fiddle. Kwai , stay 《2021 Kwai Chung content ecology semi annual report 》 It shows that , On the Kwai platform, there is no need for Pan knowledge videos to grow rapidly ;

·  This is the video content community B standing , The proportion of videos with extensive knowledge content played reached 45%;

·  And have “ First share of knowledge payment ” It is called Zhihu , Community ecology backed by graphic knowledge content , It has become the target of many knowledge paying players .

Probably most people think , In the above platform , Tiktok 、 There are great opportunities for short video platforms such as Kwai . There is no denying , The traffic advantages of these platforms in the video field , And both belong to the video platform B The station has also gone out of the mode of paying for video knowledge .

But rationally ,B The medium video attribute of the station is very important as a carrier of knowledge payment , There are still advantages . because B The users of the station are mainly young users , For something new 、 Knowledge has a natural curiosity , In essence, it is consistent with the demand for knowledge payment , And the properties of the video itself can carry more knowledge signals .

besides , Zhihu also has the potential to become a dark horse in video knowledge payment . After all , Zhihu itself is defined as a high-quality Q & a community and an original content platform gathered by creators , And this image has been perceived by users for a long time , In the eyes of the outside world, Zhihu has formed a gathering place for acquiring all kinds of knowledge .

that , It can be based on the existing content ecology , Realize the reuse of knowledge content , Whether it's making existing content video , Or do the knowledge video business alone , It can be said that Zhihu has the advantage of knowledge content . If we can make good use of the interaction between video and Zhihu's own content Ecology , The potential of Zhihu's video business still has something to look forward to .

When luozhenyu still asked the audience to spend thousands of yuan to grab the lecture seat , The new generation of young people no longer seem to believe that , They prefer to brush and know , Focus on B Stations UP Lord , Or play Tiktok in your spare time . These free pan knowledge content , Is shattering the false impact of knowledge payment .

however , Even short video pan knowledge content , But it is hard to ignore “ anxious ” In itself . Indeed, free can help the platform to snatch users in the knowledge content market where the traffic bonus has disappeared to a certain extent , But free doesn't last long , Tiktok 、 Kwai, Zhihu and other platforms are responsible for making money “ anxious ” Will always be accompanied by all knowledge content players .

even so , Only running forward is the only way for all players in the knowledge content track . Now , With audio 、 Traditional knowledge payment based on graphics and text seems to be no longer as popular as it was at the beginning , However, short video is the carrier of knowledge payment 2.0, Already with 2022 The coming of the year brings us into the warm spring .

Today's knowledge pays , Just like wave after wave “ wave ”, The waves ahead have leveled off , Then the waves started again . With the continuous progress of mankind , Knowledge as the most important existence , This is followed by “ anxious ”, Maybe the business of paying for knowledge will go on .

source ： Pinecone Finance