Advantages and disadvantages of 8 major mainstream self-media platforms and operational suggestions

This article will share with you the advantages and disadvantages of the current 8 major mainstream self-media platforms , and will also give you corresponding operational suggestions so that you can make choices based on your own situation and no longer blindly engage in self-media .

With the popularization of the concept of "self-media", more and more people have begun to pay attention to self-media, but a large number of people outside the Internet industry do not understand self-media. They don’t know where to start, nor do they know how to choose a self-media platform that suits them, let alone use self-media to attract traffic , make profits, or even build a personal brand .

Let me first talk about my experience as a self-media person:

In 2017, we started to build a team from scratch to create a self-media matrix, covering 8 major mainstream self-media platforms: Toutiao , Dayu , Baijia , Penguin , Yidian Zixun , Sina Kandian, Sohu and NetEase. The matrix has a total of 4 million fans and has cooperated with many major automobile brands.

Today, I will share with you the advantages and disadvantages of the current eight major mainstream self-media platforms based on my practical experience of leading a team to build a self-media matrix from scratch over the past year. At the same time, I will give you corresponding operational suggestions so that you can make choices based on your own situation and no longer blindly engage in self-media.

If you find it valuable, please continue reading. You are also welcome to forward and collect it.

Toutiao

Overall

According to official data released by Toutiao last year, its daily active users exceeded 100 million. It is not an exaggeration to call it the "boss of self-media platforms."

In fact, many people who run self-media start with Toutiao. If you don’t have a Toutiao account, you may be embarrassed to introduce yourself as a self-media person.

advantage

(1) Intelligent recommendation algorithm

Toutiao’s recommendation algorithm is the smartest among the above eight self-media platforms, without a doubt.

Let me share with you the logic behind Toutiao’s hot article recommendation algorithm.

Generally speaking, when a user posts an article or video on Toutiao, Toutiao will first check for duplication and filter out old news. If you can pass the plagiarism check, the number of first-level recommendations given by Toutiao will be similar. At this point, you and other creators are on the same starting line.

After that, Toutiao will decide the level of second-level recommendations for your article based on the data feedback from the first-level recommendations. The gap basically starts from the second-level recommendations. Each subsequent level of recommendation will be based on the data feedback obtained from the previous level of recommendation, until the algorithm believes that your article is no longer worthy of recommendation.

PS data feedback items include: article reading volume (video playback volume), number of comments, number of reposts, number of collections, bounce rate, etc.

Million-level hit articles are often directly pushed to the front page of Toutiao after multiple levels of recommendation, gaining a lot of exposure.

(2) Emphasis on original authors

Whether it is the "Thousand People and Ten Thousand Yuan" plan launched by Toutiao in 2015, the "Courtesy Plan" launched in 2017, or the "Qingyun Plan" launched this year, they all indicate one thing: as long as you seriously insist on writing high-quality original content, based on Toutiao's super traffic pool, you don't have to worry about not having readership or not making any profit.

shortcoming

(1) It is more difficult for new accounts to produce popular articles

Since Toutiao cancelled the novice period, it seems to have lowered the threshold for self-media creation, but in fact, it has become much more difficult for newly registered Toutiao accounts to publish popular articles (millions of readers). However, from another perspective, Toutiao's move is also aimed at cracking down on low-quality accounts that produce bulk pseudo-original content to generate revenue, thereby maintaining a healthy content ecosystem on the platform.

(2) Toutiao traffic declines

As we all know, with the rise of Douyin , Toutiao has become the number one player in the short video field by relying on the three pillars of Douyin, Huoshan Video and Xigua Video.

When more traffic from Toutiao is used to support short videos, it will naturally affect Toutiao creators.

suggestion

• A Toutiao account is a must, because with Toutiao's endorsement, registration on other self-media platforms can basically be approved.
• If you are creating a new account, please make sure to update high-quality content in your vertical field every day, fight monsters and level up, open original functions, and obtain more traffic bonuses and bonuses.

Big Fish

Overall

The predecessor of Dayuhao was "UC Cloud View". Alibaba acquired UC in 2014 and merged Youku Tudou into Alibaba Entertainment in 2015.

In 2017, Alibaba upgraded "UC Cloud View" to Dayuhao. Although Alibaba spent 2 billion in bonus subsidies on Dayuhao to compete with Toutiao, the fact is that money does not mean you can do whatever you want.

advantage

(1) Pass the novice period quickly

It is very easy to pass the novice period on Dayu.com, and you can pass it in as fast as 1 day.

(2) The benefits are considerable

High-quality Big Fish accounts have the opportunity to receive the "Big Fish Bonus", the amount of which exceeds the monthly salary of many new media operators .

In addition, high-quality Dayu accounts can also connect to the products and services needed by Alibaba's massive merchants and brand merchants, that is, paid writing.

(3) Multi-platform distribution

Videos posted on Dayu can be distributed on multiple platforms including UC, Youku and Tudou.

shortcoming

(1) Difficulty in opening benefits

Compared to the simplicity of getting through the novice period, it is difficult to earn profits by opening a Dayu account. Under the latest rules, you must insist on updating multiple high-quality original content every day and obtain an invitation from the platform to start original content. There are no shortcuts.

(2) The algorithm is not intelligent

The recommendation algorithm of Dayuhao is not very intelligent, so signing an exclusive cooperation agreement will be more stable.

Please don’t be surprised if a popular article that has received millions of views on Toutiao only receives a few hundred views when published on Dayu.

suggestion

Dayu accounts are suitable for deep content creation, so you must be patient!

Baijiahao

Overall

Baidu’s product is comparable to Toutiao. It is rich and willful. There are many “pseudo-original porters” on Baijiahao, and you can search for the same product for almost any article here.

advantage

(1) Large traffic and high revenue

As a product of Baidu, Baijiahao has a lot of traffic and revenue.

If you produce two million-level hit articles in succession on Baijiahao, you can earn nearly 2,000 yuan in a single day.

Of course, hot articles don’t appear every day. Under normal circumstances, it is not difficult for an original account that has been updating from last year to now to earn 9,000 yuan a month.

(2) Protecting the rights and interests of original authors

Every month, Baidu bans a number of low-quality accounts and illegal accounts that use cheating methods to earn profits, which to a certain extent protects the rights and interests of original authors.

(3) Baidu has high weight

Baidu's products need no explanation.

shortcoming

(1) Slow opening of benefits

After the novice account of Baijiahao is converted to a regular account, income will be automatically activated. The process takes a certain period of time and generally requires updates for one month.

The following figure shows the conditions for becoming a regular employee of Baijiahao.

One thing needs to be added, converting an account to a regular account does not mean that it can be done once and for all. If the Baijiahao index drops, it will still be downgraded to a novice account.

(2) Strict duplication checking mechanism

Baidu's duplicate checking mechanism is very strict. Repeated submission of similar content (pictures are also within the scope of duplicate checking) will not pass the review. In serious cases, points will be deducted directly or the account may even be blocked.

suggestion

You must use Baijiahao, because even if you don’t post articles, others will copy your articles.

Penguin

Overall review: Tencent’s product that competes with Toutiao lacks sincerity overall.

Advantages: Distributed based on Tencent platform, with large traffic.

shortcoming:

(1) Like to settle scores later

Unlike Baijiahao, Penguin not only has a strict review mechanism, but also likes to "settle accounts later". Many self-media people are often inexplicably banned or blocked because an article they wrote a long time ago was judged to be in violation of regulations.

(2) Relatively small returns

Most Penguin creators earn very little, so they are curious about where the 10 billion yuan in subsidies announced by Tencent went?

Suggestion: You can use it as a distribution channel , but remember not to post fabricated news or low-quality pseudo-original content, as this will easily lead to credit points being deducted, a ban at the very least, and a block at the worst.

Yidian News

Overall review: Yidian Zixun is a relatively early self-media platform, which was launched in 2013, but it failed to take the initiative and its traffic is average.

Advantages: Yidian Zixun's "problem feedback" is better than any other platform (DaYuhao also does well in this area). Self-media authors can get feedback in a timely manner when they encounter problems, which is very efficient.

shortcoming:

(1) Registration is slightly difficult

Registration with Yidian Zixun requires endorsement from other platforms, which is a bit difficult for those who are just starting out in new media .

(2) It is difficult to open a profit

Yidian Zixun has certain account level requirements for opening revenue, and new accounts need to be updated for at least two months.

Advice: Don’t put too much effort into it as a distribution channel.

Sina News

Overall review: Sina’s self-media platform is very sincere.

advantage:

(1) Baidu has high weight

As a traditional portal website, Sina Kandian has a high Baidu weight. If there is a need for brand promotion , it can be maintained as a priority.

(2) Actively help you increase your followers

If you set up to synchronize your content with Sina Weibo and keep doing it, Sina will actively increase your Weibo followers without spending any money.

(3) Fewer restrictions and better traffic diversion

Sina Kandian has relatively fewer restrictions and can be used to divert traffic.

Disadvantages: If we have to mention disadvantages, it is that it is more difficult to open an account and the new account needs to maintain content updates for at least one month.

Suggestion: With so many advantages listed, of course you should do it.

Sohu account

Overall review: Sohu's self-media platform has good traffic and few restrictions.

advantage:

(1) Large traffic volume

Although many people have been pessimistic about Sohu in recent years, in practice, the traffic of Sohu accounts is still very considerable.

(2) Baidu has high weight

As a traditional portal website, like Sina Kandian, Sohu’s Baidu weight is also very high.

(3) Fewer restrictions and better traffic diversion

Sohu accounts have relatively fewer restrictions and can be used to divert traffic.

Disadvantages: Low revenue, the revenue sharing function was only added in April this year.

Suggestion: Same as Sina Kandian.

NetEase

Overall review: NetEase’s self-media platform lacks sincerity.

Advantages: It is well known that NetEase users like to post comments when reading news, so it is easy for NetEase to produce popular articles.

shortcoming:

(1) Low income

The income is very small, and accounts in the automotive field have no income at all.

(2) Withdrawal is complicated

Cash withdrawal requires binding to a payment product under NetEase.

(3) The audit is very strict

NetEase's manual review is very strict, and any clever tricks you try will basically be filtered out.

Advice: Don’t put too much effort into it as a distribution channel.

Summarize

The above are the advantages, disadvantages and operational suggestions of the 8 major mainstream self-media platforms that I have summarized for you. They can help you make better choices and you can get started quickly even if you have no basic knowledge.

Source: Savage Operations ( WeChat ID: ymgrow)

A public account that only shares practical Internet marketing information , allowing operators to grow wildly.