Let the data speak for itself: What will be the next phenomenal APP?
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The explosion of WeChat public accounts has brought about a large number of content entrepreneurs . Overall, what it has actually accomplished is a subversion of channel distribution. Throughout the past year, the media has mentioned this point about Internet companies based on content platforms: users will stay where they like to watch content, and where they stay, they are likely to consume. For a long time, Internet traffic has actually been following the content. In the early days, content creators worked on portals in the Web era, then on forums, and then on Weibo and WeChat in the mobile era. Fundamentally, content and traffic are related: where the content creators are, there is the traffic. Wherever the traffic is, it can drive other businesses - e-commerce , finance and other consumer scenarios. As Wang Xing of New Meituan Group put forward the concept of the "second half" of mobile Internet - the number of terminal users has been capped, traffic has been capped, and the demographic dividend has disappeared, applications that rely on the mobile Internet ecosystem will also be greatly affected. The relationship between content and traffic has been redefined - applications that have mastered traffic are focusing on expanding content barriers, while traditional applications with more content sense are transforming into social networks and trying new and paid content . Social and traffic entry map TalkingData Mobile Observatory, which covers data from more than 100 sub-sectors in 25 industries, recently released a "2016 China Mobile Internet Industry Development Report". Combining the data from the whole year of last year and ranking all the companies' traffic entrances one, two, three, four and five, Tencent has already firmly grasped the first place in the application ranking of BAT's traffic entrances. Among the top 20 apps in terms of coverage, only WiFi Master Key, 360 Mobile Assistant, and 360 Guardian do not belong to the BAT system. But the remaining few leading applications are all controlled by BAT. We can also see that from the traffic entrance, social networking is the highest level in the application layer. What’s even more frightening is that WeChat is bound to mobile phones and relationship chains; and those things that adults don’t like are bound to QQ. Tencent's WeChat and QQ are two system-level applications that are far ahead of other applications... So much so that I have always felt that the relationship between content and products follows a certain logic. Entrepreneurs are trying their best to squeeze into the social field, and tool -type products also want to switch to this highest level of social attribute after gaining users. But in fact, after both fail to make a breakthrough, they start again with content. This is the case with all the short-lived popular WeChat Moments -type tools in history, including photography, photo editing, etc. In the end, everyone has to go back to the path of "using new content barriers to grab users." People look for content, content looks for people If the demographic dividend ends, the competition for traffic will turn into a war for applications to retain users . User retention is achieved through better content for a longer period of time. These two factors have also begun to become two very important reference factors for content platform Internet companies. In theory, this war should start with WeChat public accounts . WeChat allows everyone to become their own media , bringing together those who are interested in what you are saying. People are no longer accustomed to reading a newspaper or opening a news client, but subscribing to content that interests them, and changes in distribution channels have also come from this. So far, there are tens of millions of them. But perhaps it should also be defined four years ago. Zhang Yiming founded Toutiao . He used self-media, data and machine algorithms to reconstruct content distribution again, allowing everyone to find the news they want to know just by refreshing the app, and everyone has their own headlines. No one would have thought that such a simple thing as letting content find people and connecting them through machine algorithms has become a game-changing thing in the content industry today. The coverage rate may also illustrate the problem. In TalkingData's list, Toutiao, which has a coverage rate of about 15%, is seen as a rival by the former giant Weibo, which has a coverage rate of about 16%. From the content perspective, the series of new content such as pictures, texts, and short videos that Toutiao started to test last year are also extremely similar to the content style of the Weibo platform. The most terrifying thing is the user time spent on Toutiao. According to official data, the user time spent on Toutiao reached a staggering 76 minutes. Video content portals with longer duration, such as iQiyi, have a coverage rate of about 25%, while Didi Chuxing, which is known as the best payment scenario, has a coverage rate of only about 7%. Even if the Didi family package is packaged, it is only about 10%. Although the coverage rate of live streaming platforms is in the single digits, it shows a certain growth trend, and the key point is that there is higher consumer demand. There is a clear contrast between content and tool applications, and a subtle relationship has also emerged between content and traffic - "In the past, people looked for content (first from traffic to content), but now it is content that looks for people (first there is content, then accurately finds traffic)". The shift toward content is easy to notice. The social software Momo has started to add new content such as live streaming . Its financial report for the last quarter showed that its live streaming business accounted for more than 80% of its overall profits. UC has started to advocate "content that connects the world" from its tool attributes, and has also transformed itself into UC Toutiao (shocking!). Fu Sheng said, "Because content products are very effective for brand advertising. But it would be difficult to do that with a tool." Baidu has also reiterated content distribution in an attempt to gain more traffic from outside the search box. Everything starts with the goal of achieving longer usage time for content, and monetization is only possible with longer user time. Going back to what I said at the beginning, traffic actually follows the content. Based on the user's usage time, the purpose is to promote user consumption Zhang Yiming revealed at the 2016 World Internet Conference that as of October last year, Toutiao had accumulated 600 million activated users and 140 million active users, with each user spending an astonishing 76 minutes per day. As a result, Toutiao has become a super traffic portal with pictures, texts, photo galleries and short video content, and has also made everyone start to re-examine the issue of "algorithm distribution". From a higher dimension of platform and content, content does not only refer to the pictures and texts of traditional media. There are many new contents. Video platforms have variety shows and web dramas, live broadcast platforms have live broadcasts and short videos, and even traditional public accounts have new forms such as refined pictures and texts and short videos. Everything is based on the length of time users use the app and is aimed at promoting user consumption. Everyone is actually doing this. The popularity of video platforms, live streaming platforms’ IP, live streaming and video content have also given rise to a new consumption logic. Is the value of the content itself also being reconsidered? You see, content platforms have noticed users’ new consumption behaviors and have developed different business models . People are used to paying for membership to watch online dramas and sending “rockets” to beautiful women on live broadcasts. There is even more endless imagination in the way IP content is played. These are the magic brought by content. If we look at it from the perspective of news content platform providers, the self-media systems promoted by Internet giants are all similar. In general, where people watch the news can help us better understand what kind of news they like to watch, and what kind of news people like to watch can be connected to what kind of consumption. In short, they have achieved more accurate advertising push. The push should not be wide and inefficient, but precise and efficient, which is like advertising targeting people. There may be several obvious backgrounds and trends behind this, which are summarized in many reports: First, with the end of the demographic dividend period, the overall scale of Internet users has reached its ceiling, and the era of traffic management has arrived. More manufacturers have begun to dig deeper into market demand and channels, and the channels have also become more down-to-earth. Whether it is user age or urban channel trends, there is a demand for a more down-to-earth market. Second, breakthroughs in emerging technologies have brought about many new attempts, but they have never left the content. Based on this, there are also many new scenario-based attempts in applications. Third, the change in consumption content is actually a change in end users, whether from the perspective of mobile terminals or users. Internet celebrities , live broadcasts, and content combined with IP, the hot content consumption is actually driven by younger users. Fourth, capital’s pursuit of content. The next social trend under the new technology industry: subverting WeChat? WeChat is also frantically implanting more content into the social relationship chain. I often wonder whether WeChat, a high-frequency, giant social software and traffic portal, will ever be disrupted? Everyone says this may be the next new technology format to arrive. Is it VR social? Probably not. What kind of social interaction will there be under AI technology? It is not clear at the moment. This is probably a question that many entrepreneurs have thought about. I think what WeChat has achieved is users and relationships, and ultimately content is inseparable, whereas countless tool-type applications have either achieved content but not relationships, or have users but no relationships, and ultimately no content. The transformation of social software into content is more like a dimensionality reduction attack, while the transformation of tool software into social is difficult to achieve due to insufficient user connection stickiness. So, the real moment of disruption is when there is a breakthrough in a technology. The new industry that followed was suddenly taking shape, and there will definitely be a software that will subvert WeChat’s current market just like WeChat’s MiTalk subverted SMS in the social world. This is also what Ma Huateng has been anxious about for a long time. At present, there are no technical barriers and new application products are packaged and re-appeared in different markets based on three factors: users, relationships, and content. The traffic entrances and application status of several giants are still difficult to shake. It is difficult to increase users and relationship chains, so content is the only way out. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @王飞 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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