"Vista Cocoon Diary": My opinion on self-media management

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Photo by NordWood Themes on Unsplash

July 9, 2021

At 9:30 this morning, at the invitation of my friend’s brand consultant [Yang Xinlin] (https://www.facebook.com/willy.yang1), I participated in a business exchange at the “BNI Da Zhi Preparatory Meeting” through video conference. Not only did I get to know many participants [BNI] (http://bni.com.tw/zh-TW/index) Friends who participated in the event were also fortunate to hear the teacher [Shui Feng Dao] (https://www.youtube.com/channel/UCBvQ4hOEoDdYeIBu0tE-7Sg), who has 438,000 fan subscriptions, talk about how to operate [self-media] (https://zh.wikipedia.org/wiki/self-media).

In just over an hour, she shared with everyone her tips for running a YouTube channel, and how she transformed from an unknown netizen to a well-known self-media person.

Shui Feng Dao started operating her YouTube channel in March 2017. She positions herself as a knowledge-based YouTuber, and all her videos focus on the three areas of storytelling, learning and knowledge. From a market perspective, I think this is indeed a very good strategy.

Looking back on the past, the number of subscribers to her channel was actually quite small at the beginning. It took half a year to accumulate from the first subscriber to the 1,000th subscriber. Perhaps seeing the development potential of YouTube, Shui Fengdao quickly quit his original job and began to devote himself to self-media management.

Half a year later, around May 2018, the number of subscriptions in one month actually increased by 30,000. In other words, it is growing at an astonishing rate of 1,000 people every day! By February 2019, the number of subscribers to her YouTube channel exceeded the 300,000 mark, and more than 600 people purchased her online course. Entering 2020, she officially started her business and has produced more than 400 videos, and the number of subscribers has officially exceeded the 400,000 mark.

When it comes to how to detonate the traffic of videos, Shui Fengdao made three suggestions:

First of all, you can collaborate with other creators to shoot videos, or invite special guests to the show, which is the so-called [feat](http://blogs.bjes.tp.edu.tw/mika/2020/11/19/youtubers%E3%80%81%E6%AD%8C%E6%89%8B%E5%80%91%E6%84 %9B%E7%94%A8%E7%9A%84%E3%80%8Cfeat-ft-%E3%80%8D%E6%98%AF%E4%BB%80%E9%B A%BC%E6%84%8F%E6%80%9D%EF%BC%9F%E5%93%AA%E4%BE%86%E7%9A%84%EF%BC%9F/). By cooperating in video shooting, you can step out of your own stratosphere, and you can also exchange followers and exchange traffic with different YouTubers.

Secondly, you should do your homework and quickly grasp current events and keywords. After all, there are many people who want to follow trends or share hot news, so whether you are a YouTuber, a self-media person or a creator, if you want to jump on the bandwagon, you must be fast in creating and at the same time have enough sensitivity to market trends.

Finally, Shui Feng Dao also suggests that if you want to be discovered quickly, it is not enough to just shoot videos or accumulate fans. You must know how to make good use of the power of news media. To build a personal brand, you can start with personality planning. Thinking about the character of Shui Feng Dao, and then looking at the first impression she gives people, it is not difficult to understand the truth in the story.

After listening to Shui Feng Dao’s sharing, I was also thoughtful. For those who want to build a personal brand, investing in the management of self-media such as YouTube channels, podcast programs or blogs may be a good start, but operating self-media cannot be equated with entrepreneurship, nor does it mean that it will definitely succeed! For example, [Joeman] (https://www.youtube.com/channel/UCPRWWKG0VkBA0Pqa4Jr5j0Q), who has 2.1 million fans on his YouTube channel, once said: “‘Remember to subscribe to the channel and turn on the little bell.’ This sentence is just a useless romantic imagination.”

Joeman pointed out that when the market is saturated, it is already difficult to produce good content that is different from others, but another serious problem that comes with it is “subscription invalidation.” Even if you are lucky and quickly gain the support of a bunch of fans, the content of these videos may not be able to be monetized smoothly (https://www.tesa.cc/posts_context/604).

This also reminds me of what the founder of Nordic Showcase [Huang Shijia] (https://www.gvm.com.tw/article/51131) said recently: “When you don’t have a clear idea of the monetization path, [don’t create content easily](https://www.facebo ok.com/jack.huang.7/posts/10157908425722111) “Although I usually encourage everyone to create, these words do make sense. Because, in today’s age of information explosion, there are so many ways for people to obtain all kinds of free content! If we are unable to produce content that is good enough to make people excited, it will be difficult to charge external fees!

Even if you have tens of thousands of fans on your YouTube channel or Facebook fan page, it is just a cloud and an illusion. To put it bluntly, it is just a marriage for major platforms, and in the end it is likely that your work will be in vain.

Of course, operating self-media is actually a great thing. However, your original intention for doing it matters! That’s not to say that monetization cannot be the goal, but if you only consider reputation and profit from the beginning, then you must have a strategy or method; otherwise, this long road may be very difficult!

So, on the one hand, I admired the achievements of the young Shui Feng Dao, and on the other hand, I began to think about how to find my own path.

Seeing other people’s successful experiences will inevitably give people a desire to “do what they can,” but if you think about it calmly, running self-media is definitely not as simple as imagined. Perseverance and perseverance are not enough. We still have a lot of homework to do. In addition to understanding the aspects of content production and digital marketing, we must also master various details in operations, customer service and other fields…

Having said that, because I have many years of work experience in the Internet and media industries, I have accumulated some insights and experience in operating self-media and building personal brand. If you are really interested, you are welcome to write to me to discuss! I can help you get started on your journey or provide some practical advice.

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