2018 New Media Operation Observation Report!

It has been nearly four years since the term " content entrepreneurship " was first proposed. Since then, the content industry has developed from the initial pan-entertainment singleness to the current vertical diversification, from the initial focus on operating the two micro-terminals to the current multi-platform distribution, and a large number of high-quality content and various platforms have emerged.

As the new media industry becomes more mature, the operating logic of new media has evolved from relying on high-quality content to attract users and drive dissemination in the early days to forming a complete system of content operation , user operation , commercial operation, and brand operation. At the same time, the audience's requirements for content quality and interactive forms are still increasing.

As the new media industry enters a period of accelerated development, the current dilemma faced by content entrepreneurs and new media operators is how to achieve sustainable development, continue to create high-quality content, improve user retention and enhance the brand effect of content, and realize the iteration of new media content to Internet products.

In June 2018, Tencent Media Research Institute and Xinbang reviewed the operating conditions of the new media industry, combined with the opinions of many industry leaders, summarized the current status of new media operations, and produced the following observation report. The report revolves around four major themes of new media operations: content, users, commercialization, and brand. In the report, we tried to answer some confusions of new media operators, and put forward some judgments on the development trends of new media, which we would like to discuss with new media people.

The author of this article is @Tencent Media Research Institute. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games