How to play the media matrix in new media operations, analyze mainstream media platforms from three dimensions!

Preface:

The earliest batch of self-media people settled in the Sina platform, and followed suit with the development of WeChat. In addition, they also settled in self-media platforms such as Toutiao, Sohu and Yidian Zixun. Although originality is certainly worth promoting and protecting, the industry's reprinting accounts also have their value. During the development of WeChat, many porters have been born. They will directly reprint on Xigua Assistant or Zhihu, or create their own original content through secondary creation, which can also form their own brand. In fact, each platform has different user attributes, so it is worth trying. After entering the platform, you can divert traffic to each other, increase your fans, and enhance your influence. These are the benefits brought by new media operations entering multiple platforms.

Orange does not agree with the view that "joining any self-media platform is a good thing for self-media". Each platform has its own cultural background. You must conform to the user attributes on the platform. In addition, you must calculate the time and cost invested in it, otherwise the gains will outweigh the losses. Maybe you have created many platforms to spread your articles, but you have also spent energy and time on them. Maybe you can get better results by maintaining one of the platforms seriously. In this regard, Orange has conducted a model analysis on the following mainstream self-media platforms based on these dimensions. You are welcome to correct me.

Dimension 1: Platform introduction and analysis of recommendation algorithms

Sometimes it is better to maintain one platform carefully than to maintain multiple platforms at the same time. The following is an analysis of the several mainstream platforms provided above.

1. WeChat: There are more than 100 million active users per month. The platform itself has a large amount of traffic. Its recommendation model is more based on forwarding by WeChat users' Moments. Of course, there are now new hot articles in Moments. Xinbang has previously written an article with an in-depth analysis, "How to make your article a "hot article in Moments". Just read this article."

2. Penguin Media Platform: After the trial period, recommendations will be made. The number of fans is not very important. Its recommendation model can bring a lot of reading, but the effect of fan conversion is relatively poor. It is very beneficial for the exposure and enhancement of articles.

3. QQ subscription account : It is mainly bound to the mobile phone QQ. The public account option can be seen on the contact interface. There is an entrance at the top to guide users to search. There is no special recommendation algorithm. It is a bit similar to WeChat relying on the traffic of its own platform. Keyword optimization is more important, and public accounts that already have influence are very suitable for this.

4. QQ public account space: Recently, you can upgrade your personal QQ space to a public account space. After the upgrade, it will push information when users browse their friends' dynamics, guiding users to follow. After users follow, they will regularly see relevant information about the public account.

5. Toutiao: It makes recommendations based more on the user's browsing preferences. Users can search for content they are interested in and even follow Toutiao accounts, so it is also important to do a good job of keyword optimization. However, the search is not very accurate. For example, when I search for cute pets, there should be multiple Toutiao accounts, but there is only one, and I have to add the full name to find the Toutiao account.

6. Yidian News: Likes and comments account for a large proportion of its recommendations, which are mainly segmented by topics. Users can directly subscribe to a topic to read articles. When I type in "Xigua", only the topic points appear. If I search for "Xigua Jun" in full, I can see Yidian account to follow. This problem is the same as Toutiao.

7. Xigua Assistant Original Circle: The number of readings, likes and reposts of WeChat articles themselves needs to be very high. The article "Why we recommend using the dissemination index as the criterion for selecting articles" has their data statistical model, and the calculation model is quite complicated. Unfortunately, it is closed and only available to users of this platform.

Dimension 2: Platform active user tendency

For a small and efficient self-media team, they should think more about how to combine the attributes of the platform with their own user attributes, and try to avoid doing useless work. Especially self-media in vertical fields or industries

1. WeChat: WeChat releases data reports every year. For details, please refer to the "2016 Latest Edition WeChat Influence Report", which mentions that 61.4% of users must check their Moments. In one sentence, there are more males than females, and middle-aged and elderly people are more active than young people. More than half of users log in and use it for more than an hour a day, so its user base is still relatively far-reaching. Now some universities have also begun to popularize public accounts to assist school offices in issuing announcements. WeChat has become a basic social tool , so its users are still relatively rich and do not have strong limitations.

2. Penguin Media Platform: One-click distribution through Tiantian Express, Tencent News Client, WeChat News Plug-in, Mobile QQ News Plug-in, QQ Public Account , Mobile Tencent, QQ Browser and other platform channels, so it can be recommended after the trial period, and its users will be relatively wide.

3. QQ subscription account: There will be more young users, especially those born after 2000. In 2014, Penguin published "Understanding the Post-95s with Data". In one sentence, QQ is the main battlefield for young people born after 1995. It will further strengthen the attributes of young people and customize various personalized services.

4. QQ public account space: QQ space is based on QQ products, so its group is more targeted at young people. Some entertaining self-media can be developed in depth on it. This article "Analysis of 30 million QQ space users" points out the entertainment attributes of QQ space. Although there are only 3 million data, there are still things that can be learned from it.

5. Toutiao: Since it mainly provides personalized recommendations, and recommendations are made between people, especially those with the same attributes, the users on the platform are relatively comprehensive. "Toutiao Data: More than Half of People Jump Out of the Page Because the Articles Are Too Long" carefully analyzes the behaviors of men and women, so self-media in more vertical fields may not be suitable for development on it. Although the Baidu weight will be relatively high, the depth of communication and conversion effect will be relatively ordinary.

6. Yidian Zixun: The difference between it and Toutiao is that Yidian Zixun emphasizes the topicality, while Toutiao emphasizes more on humanized recommendations, while Yidian Zixun recommends more under topics. It advocates and encourages users to follow the channel. So its users will be more suitable for vertical fields than a little bit. It will automatically capture the article push of the website, and Orange only found one article that mentioned their user types "The report said that Yidian Zixun's user coverage increased by 1950% in 2014." Orange personally believes that Yidian's users are more personalized, because they encourage subscriptions to topics, so it is more suitable for the development of self-media in vertical fields. However, the topic points must be well-cut and keyword optimization must be done well, otherwise it will not achieve the effect I think.

7. Xigua Assistant Original Circle: The product is aimed at self-media operations , so there will be a lot of marketing accounts or reprint accounts, and the volume of dissemination is very large.

In the article “ Dry Goods Record: Live Report on the “Delicious Fuzhou Fujian Self-Media Alliance Salon””, an analysis was conducted on the public accounts in Fuzhou.

Dimension 3: Platform Services

In other words, in addition to the article recommendation function, the platform itself can also allow operators to interact with their fans or provide other services.

1. WeChat: In addition to added replies and keyword replies, the public account menu bar and WeChat payment function can be well utilized. Many third parties have even developed plug-ins for public accounts. For example, paid questions on Xigua Dada are to follow Xigua and get the link on the submenu. Future live broadcast plug-ins are also available.

2. Penguin Media Platform: You will have the opportunity to get a QQ public account when you open it. The background is mainly to look at data statistics.

3. QQ subscription account: The platform itself also has a menu function to interact with fans. Fans can send photos, expressions and geographic locations to the operator.

4. QQ public account space: The background is more about looking at data statistics, and it is difficult to interact with users.

5. Toutiao: The article index is analyzed in the background using a radar chart model, and it mainly provides data statistics.

6. Yidian Zixun: The background is for article analysis and it is difficult to interact with users.

7. Xigua Assistant Original Circle: Currently not open to all self-media.

Summary: The above three dimensions are analyzed from the perspectives of the platform article recommendation algorithm, the platform's active users, and the platform's own services. They are mainly intended to solve some limitations for novices when making choices. The above ideas can be used as a routine. Orange believes that only by digging deep into a platform that suits you can you reap great rewards.

Second, use the following methods to conduct traffic mutual guidance

1. Note the source

The most common way is to watermark your own logo on articles or videos. It is best to use a simple and easy-to-remember name so that users can search for you on other platforms.

2. Focus on potential users

Public accounts that have reached a certain scale will engage in community operations, gathering user fans together through social groups or communities, which can be anything else such as WeChat groups , QQ groups or interest groups. Chengzi has previously written an article titled "Does WeChat operators want to master vertical communities? You must do these things well" is mainly aimed at giving guidance to novices on how to take over community operations.

Summarize :

Understand the user attributes of existing self-media platforms, and then combine them with your own user portraits to decide whether to join the self-media platforms. After joining, promoting articles can form a media matrix, enhance the dissemination attributes of the articles while enhancing your own brand and influence, and finally achieve the goal of acquiring more fan users and gaining more active fans.