This article from the micro-channel public number: Entertainment stuff (EW-Entertainment), something for Digital Research Group based on public information materials and study the past in order, of: Zoe.
Facebook began to test the payment model for group functions (“Groups”). The monthly fee for paid groups ranges from 4.99 to 29.99 US dollars. The group administrator will provide exclusive content for members. Currently, this function is conducting small-scale testing. Parenting, cooking, and household groups will give priority to paying for membership.
During the test period, all dues revenue is attributed to the administrator. The platform will not participate in the sharing, but iOS and Android will charge a certain service fee as a download platform. In the first year, members will receive a 30% service fee. After one year, members will receive 15% service. The fee policy, some commented, after the formal launch of the function, Facebook will hope to expand the commercialization possibility by using the group function of 1 billion users.
1. Development motivation of the payment model
It is said that the opening of the payment model stems from the group administrator's suggestion, Alex Deve, product director of the “Facebook Group”, said:
"We learned from the team administrators that they hope the platform will help them earn revenue so that they can better mobilize user participation and continue to support community building." ”
Deve pointed out that the team administrator can now create a "pay only" team and use third-party tools to charge. By enabling paid groups, administrators can provide content experiences to users through built-in tools on the platform, which is also helping administrators save time and focus on exclusive content that is limited to members only.
2, the group payment operating mode
Facebook's free group is always there. The paying group is mainly a sub-group derived from the popular free group. Users usually get invitations to enter the small group in the large group. The user can preview the list of content for the paid group.
Similar to many membership systems, Facebook group member cancellations will stop billing from the next month, preventing group users from searching all exclusive content without paying the full amount.
What can be found is that Facebook's payment model is not comprehensive to the billions of users on the platform, but mainly to attract some deep content enthusiasts to pay for exclusive premium content, and ask them to pay a small amount of funds to support administrators to filter content and provide information. Service, so the user plays more of the role of a premium content patron.
Some administrators also stated that they would like to put their subscription income into the group activities under the team to further demonstrate the characteristics of "fan-driven".
3. What value-added services/exclusive content can members receive?
According to the plan, members usually get a list of recommendations from the group administrator, video tutorials, etc. In addition, group interactions are organized regularly based on differences in group attributes.
For example, the newly opened family member group “Organize My Home" is currently implementing a $14.99 membership fee system, and members can participate in "small projects","group challenge">,"training" and “ Online Q&A and other activities; in addition to “Grown and Flown Parents”, the education parent group mainly provides members with information services for children's education, the membership fee is USD 29.99; the diet planning group “Meal Planning Central Premium” is Weekly recipes and shopping list recommendations are offered at a fee of $9.99.
Deve revealed that at present, it is mainly to see what content the group owner will send, and whether members believe that exclusive content has value. "They have their own ideas. We want to see how this model will evolve." ”
TechCrunch, based on the analogy of Facebook's entire membership payment system with the crowdfunding site Patreon, points out that the two have something in common, but the difference is that Facebook is centered on groups and administrators, while Patreon is primarily centered on star content creators. .
As early as 2016, Facebook briefly tested the insertion of advertisements into groups, but ultimately failed to formally introduce this mode of realisation. Even so, the platform stated that administrators are still exploring possible solutions and try to implement them out of the subscription model. ; Group & rdquo; Cash. Facebook did not disclose more detailed information about this, but it is not impossible for future revenues to be derived from intra-group advertising.
What is certain is that Facebook is still trying to change between subscription mode, advertising and brand sponsorship mode, reward mode, and product implantation mode. The creators are faced with multiple ways of realizing, group realization may be just time. The problem, correspondingly, is the iterative and refined nature of the platform content, which in turn attracts users to stay longer and strengthens the Facebook ecosystem closed loop.