The Sannong account with 6 million followers has been disbanded

The Sannong self-media track is a media platform that provides services for rural areas and the agricultural sector. This field has great potential and room for development, but it is extremely difficult to run Sannong accounts nowadays. This article explains the relevant reasons and I hope it will be helpful to you.

Hello, fellow villagers. I am the village chief.

Recently, I have seen several rural self-media accounts with 5 or 6 million followers disbanded, and even the account Nianxiangren Zhouzhou with more than 12 million followers announced that it would stop updating.

The most important reason was that it was not making money and continued to lose money, so it eventually announced its dissolution.

I have always paid close attention to the "Three Rural Issues" track, because I have also returned to the countryside and wanted to try to run a "Three Rural Issues" type of self-media.

After all, many people have a deep affection for agriculture, rural areas and farmers, and as the pressure of urban life increases, short videos about rural life can both relieve stress and heal.

However, it is extremely difficult to manage rural accounts nowadays, and it is destined to be the norm that the team cannot be supported.

1. Before 2020, the period of explosive growth for agriculture, rural areas and farmers

It was already very early when I returned to the countryside. In 2016, Huanzi TV, the pioneer of rural issues that made headlines, had just started to gain popularity.

If you made short videos on agriculture, rural areas and farmers in 2015 and 2016, you would be running wild in an empty space.

Because at that time everyone's attention was still on the official accounts, and the pictures and text content of the official accounts were at their prime.

However, short videos and long videos have not yet become popular. Even as late as 2017, there were still very few people making them.

Most of the players in the rural areas only started to enter the market in 2018, but in just two or three years, the rural creators on Toutiao, Xigua, and Douyin reached their peak.

Almost everyone in the family is filming the three rural issues, and because the epidemic started in 2020, the filming of the three rural issues has become more popular.

2. He once made millions a year by shooting videos about agriculture, rural areas and farmers

If you shot short videos on agriculture, rural areas and farmers before 2020, it would actually be very profitable.

At that time, it was very possible for a hit video to earn tens of thousands of yuan, and seven or eight hundred or even a thousand yuan was the norm.

First, the competition among creators is not fierce yet; second, users' consumption of short videos on agriculture, rural areas and farmers has surged; and third, the platform's support for content and traffic has increased.

In addition, there are national-level poverty alleviation and poverty reduction policy requirements, and the platform is also working to alleviate poverty and help farmers in its own way, so it will provide a lot of traffic.

Therefore, for a blogger with a salary of three or five hundred thousand, it will definitely be no problem for him to earn a million by shooting short videos from 2018 to 2020.

But this poses a huge security risk, that is, the income source of rural authors is very single.

Those who really shoot the rural life seriously, hoeing the fields today, digging bamboo shoots tomorrow, and planting grass the day after tomorrow, can only monetize by video traffic.

First, there are no suitable advertisements to take, second, there are no good products and logistics conditions to sell the products on their own, and third, there are no other ways to monetize.

2. Earning money is really not enough

In fact, the suspension of updates by rural bloggers is not a new thing, because the income is too single. Even Mr. Wang Gang, a blogger with tens of millions of fans, does not focus on filming.

First, although everyone tasted the sweetness of making money in the early years, starting around 2022, the income of many self-media began to decline.

On the one hand, advertisers have no money, and on the other hand, the profit rules have been adjusted. For example, if the village chief writes a content with a value of more than 100,000 yuan, the profit is only 20 to 30 yuan.

Second, many of the Sannong accounts with a balance of more than one million yuan have a team of at least four or five people. Generally, Sannong are couples, siblings, brothers from the same village, and so on.

In addition to the main characters, there are also filming staff, and some even have customer service.

If the average income per person is 5,000, the income for four people would be 20,000. The key is that the platform will withhold 20% tax, so the income from the video must be at least 20,000.

Nowadays, the equipment cost for shooting many videos related to agriculture, rural areas and farmers is as high as 100,000 yuan, and they all require high-definition lenses.

Add to that various ingredients, transportation costs and so on, and 20,000 or 30,000 is definitely not enough.

If it's just one or two people, the income is still acceptable, but if you include the whole team, it may not be a loss, but it's really not profitable at all.

Third, many rural teams are limited by their operating experience and can’t think of anything else except selling local specialties from their hometowns.

There is no idea of ​​creating an account matrix, nor are there high-quality live streaming e-commerce supply chain resources and awareness.

I seldom see three to five million rural bloggers continuously promoting products every day, and they are occasionally invited by some brands to participate.

It is also rare to see some rural bloggers actually use the money they earn to do real business, such as opening offline stores, developing agricultural and sideline products supply chains, etc.

Most of the money earned is used to buy cars, houses and construction projects. The entire business monetization ability is far less than that of a small internet celebrity who earns three or five hundred thousand.

4. You can still film about agriculture, rural areas and farmers, but making money is more important

So the question is, is it too late to do agriculture, rural areas and farmers now? Can we still make money?

My answer is that it can definitely be done, and according to the current economic and cultural forms, there will be more room for authors writing about agriculture, rural areas and farmers in the future.

But the biggest problem is that the entry threshold for agriculture, rural areas and farmers will gradually increase.

1. In terms of content , it is definitely not okay to shoot old-fashioned content. The scene may not change, but the shooting form and story must be sublimated.

2. In terms of personnel , ordinary workers returning to the countryside are no longer suitable. Instead, it is suitable for people who are good at copywriting, understand design, and are creative to shoot.

3. In terms of monetization , relying solely on traffic revenue is definitely not enough, so you need to plan ahead. What will you sell when you return?

Should we sell B&Bs or unique local specialties? Or local specialties that can be continuously supplied?

Or there are other forms of live streaming sales that are different from the current ones. Although they are all live streaming sales, maybe tonight’s live streaming sales will be under the starry sky, and tomorrow it will be by the river, in the snow, and so on.

4. In terms of the team , you need to think about the budget. Will you be shooting it alone, or with two or three people?

And your savings can support your team for three months, six months, or a year.

Looking at the entire Internet platform at present, there are no super top anchors who are mainly engaged in agriculture, rural areas and farmers. From the perspective of the main theme, it is indeed missing.

Whether it is Simba, Li Jiaqi, Three Sheep, Oriental Selection, etc., they are all anchors representing urban people, while there is still a lack of super anchors related to agriculture, rural areas and farmers who are continuously rooted in the countryside and have a rural background and content from the beginning.

So there are definitely opportunities, but the team's capabilities are extremely demanding. Even rural bloggers with tens of millions of fans are rare.

Author: Village Chief WeChat Official Account: Shili Village