A collection of operating methods for self-media platforms such as Baijiahao and Toutiaohao!

When Internet information became the most important component of the 21st century, "traffic" and "users" also became new concepts for the development of any industry, and new media and self-media were born.

I don’t know the exact time when new media was born, because I am a young man born in the 1990s who has been in the industry for less than a year.

The word "media" is included in new media, which refers to an industry and also a method. Self-media is equivalent to media, is its core component, and is a form of expression.

Below I will share my understanding of "self-media" from three aspects.

1. Channel media of information platform

In addition to the official account.

There are also Toutiao, Baijiahao, Dayuhao, etc. These are the three major mainstream self-media platforms, which can obtain "traffic" and "remuneration" by publishing content.

1. Toutiao “Toutiao Account”

The headline index on Toutiao was cancelled long ago.

In the future, if you want to make a profit, you don’t need to go through the “novice period”.

Just click "Advertise" in the settings interface when publishing an article to earn income (cash).

Currently, the Toutiao account has 10,000 readers, and the number of advertising displays is approximately 1,000-3,000.

10,000 ad impressions generally cost around 12 yuan, so 10,000 reads cost only about 1-4 yuan.

Of course, this data is not 100% accurate, it is just a high probability situation. Because the account number is different, the unit price is actually different.

The unit price of most Toutiao accounts is around 12 yuan, but for high-quality original Toutiao accounts, 10,000 advertising impressions may cost more than 20 yuan or even higher.

Only this high proportion of "profit" can be considered real "income".

2. Baidu Toutiao “Baijiahao”

Baijiahao needs a "regularization index" of 500 or above, and there are only three opportunities to apply for regularization.

It is not so easy to become a regular employee of Baijiahao. Even if you have reached the score line for becoming a regular employee, you may still fail the novice assessment due to some unexplainable reasons. It can be said to be quite disappointing.

Currently, one ID card can only be used to register one account on Baijiahao.

3. Tencent Platform “Penguin Account”

One ID card can be used to register one account on Penguin, but the WeChat public account needs to be verified. If you meet the requirements, you can pass it quickly.

Operators need to be familiar with the Penguin account posting regulations, so the official has set up a novice period. To pass the novice period, you must publish 5 pieces of content. After publishing 5 articles, the Penguin account will automatically be upgraded to level 2 or 3.

The promotion rules are mainly based on the review results of the 5 published contents. High-quality content will help the account to obtain higher promotion and more index points.

2. Background of each self-media platform

Penguin accounts are backed by Tencent, Baijia accounts are backed by Baidu, UC Dayu accounts are backed by Alibaba, and Toutiao accounts are the largest information platform with the largest traffic.

All four companies have clearly stated that they will provide huge subsidies for the production of self-media content and have begun to deploy in the short video field.

UC Subscription Account (now renamed Dayu Account) uses UC client and UC Headlines as distribution media, while Penguin Account uses Tencent News and Tiantian Kuaibao as distribution media.

Toutiao, Tencent News and Tiantian Kuaibao occupied the top three in news app downloads, while UC and Baidu used browsers and searches as entry points.

So in terms of distribution channels, Toutiao and Penguin have a huge advantage.

User traffic contact network (Source: Data Network Guest Xia)

3. WeChat Official Account

Through official accounts, operators can achieve all-round communication and interaction with specific groups through text, pictures, and voice on the WeChat platform.

WeChat public accounts can generate one-stop services to make money, including WeChat public account development, WeChat agency operation, marketing promotion, software development, website construction, and planning and design.

The reason why I do self-media is actually to make money in this new (new media) industry. There are five main ways :

1. Original Reward

A form of knowledge payment. After successful registration, you still need to continue writing many original articles before you can be invited to activate the reward function.

However, the amount of reward is entirely determined by the readers. Currently, the overall reward income situation is not optimistic, that is, the reading volume is high, but the number of rewards may be small.

2. Traffic Master

Previously, a public account needed 100,000 followers to become an advertiser, then it was reduced to 50,000. Now, only 5,000 followers are needed to become a traffic owner.

3. Sell advertising

When producing content, push your product in the form of copywriting, or place it in the menu bar for long-term exposure and sales.

4. Fans Club

If the interaction and communication with your fans is called intimacy, you can make money by holding offline fan meetings, selling tickets, selling books, etc. The requirements for this are relatively high, and only leading self-media can do it.

5. Develop games

For example, games are embedded in the menu bar of the “Chen Xiang Liu Dian Ban” public account. As long as there are enough fans, you can definitely make money.

In my opinion, many web games are modified by source code and do not require too much effort in development. If you are interested, you can give it a try.

4. Characteristics of major self-media platforms

1. Operation threshold

Headline number:

Because Toutiao itself is a news app, the content produced by Toutiao is directly pushed to users as news information, forming a good closed loop in which the flow of high-quality content will be very large.

Penguin:

One Penguin account can register 3 accounts, which means there are 2 more opportunities to try in terms of overall probability.

You need to publish 5 articles during the novice period of Penguin account, but it is generally recommended to publish video clips , which should be more than 2 minutes long and have a high number of clicks.

The threshold for Penguin accounts is not as strict as that for Baijia accounts, because everyone has a QQ number. If you insist on posting original content every day, you will have the opportunity to enter the stage with more rights and interests.

The so-called rights and interests stage is that the official will score the first five articles posted, from level 2 to level 3, and then there will be a "probationary period" sign in the upper right corner of the Penguin account. After the review is passed, there will be a "operational status" sign. If the conditions are met, you can become a regular account.

However, articles before the Penguin account is converted to a regular account will not be recommended. Videos will have recommendations, but they are relatively small. Moreover, if your account is not of high quality, even after becoming a regular account, the number of recommendations will be relatively small.

Baijiahao:

Because Baijiahao is owned by Baidu, Baidu has encountered many cases of infringement lawsuits in the past, so the registration and operation threshold is very high. There are only three chances to become a regular employee during the novice period.

Secondly, Baijiahao is just a new channel for Baidu to acquire traffic users. Baidu, as the largest midday search engine, does not rely on this for its livelihood. Baijiahao is just to assist in developing new users and traffic.

2. Right to regular income

Toutiao account: By enabling the two functions of "Toutiao Q&A" and "Micro Toutiao", Toutiao account will accumulate more fans.

Revenue methods: headline advertising, self-operated advertising, tens of thousands of yuan per thousand people. But it only costs a few dollars for a post that gets tens of thousands of views.

Baijiahao: Baijiahao's recommendation mechanism is mysterious and unpredictable, and the number of readers is generally low, with many readers ranging from a few hundred to a few thousand, and sometimes even in the tens or single digits.

Generally speaking, an article that can earn tens of thousands of points is considered a good article, but the profit per unit price is relatively high.

The advertising revenue of an ordinary Baijiahao account with 10,000 views is basically around 10-30 yuan. The unit price of an account with original functions is currently around 40-50 yuan. There are also some particularly high-quality accounts with advertising revenue of over 100 yuan per 10,000 views.

Penguin: The income from Penguin is pretty good, with the unit price being 2-3 times higher than Toutiao. Ten thousand reads cost about 10 yuan.

3. Distribution channels

Toutiao: Relying on the Toutiao APP, Toutiao has always been among the top three news APPs in terms of downloads.

Penguin Account: Penguin Account is backed by Tencent, and uses Tencent News and Tiantian Kuaibao as distribution media.

Baijiahao: Backed by Baidu, it uses browsers and searches as its entrance. As the largest search engine in China, Baidu has enormous traffic.

From the perspective of distribution channels, Toutiao and Penguin have a great advantage.

We can imagine what would happen if the same article or video appeared on three platforms during the novice period?

In fact, this is hard to say, because there may be three results:

There may be a big difference in reading volume

It is possible that the reading volume is about the same

Maybe there is no reading volume

I think: you still have to persist in doing one thing, persist in originality, and persist in publishing things with your heart.

Source: Operation Gongju Xiaoleilei (gongjulei)