What do new media users really like? Here’s a new trend report!

"What do users like to watch?" has become an "unsolved mystery". We who have been trapped for so long may be able to find the answer from the "2017 China New Media Trend Report" released by Penguin Think Tank.

This 72-page report tells us that the new media user population has changed, user consumption habits have changed, there are more and more platforms, fragmented content forms are becoming more and more novel, and various technologies are becoming more and more professional... In short, the new media environment of the entire Internet has undergone major changes.

But even if the premise of "change in the new media environment" is clear, we are still confused about the "new rainforest" mentioned in the report. In order to facilitate everyone's understanding and to find the answer to the question that has puzzled us for a long time, the operation manager has underlined the key information about "content" in the report to see what users really like to watch.

Line 1

News content has become a rigid demand across the entire network

The report shows that Chinese netizens spend about 67 minutes a day on news and information, of which 14.6% spend more than 2 hours a day. Compared with the average daily time Chinese netizens spend surfing the Internet via mobile phones, information consumption accounts for about 29% of netizens’ time surfing the Internet via mobile phones. People's demand for information is becoming more and more vigorous, accounting for a large proportion and becoming a rigid demand for consumption across the entire network.

Ps: As of 2016, Chinese netizens spend an average of nearly 3.8 hours online every day.

Line 2

Humorous, easy to understand

VS

Serious and in-depth analysis

After working in new media content operation for a long time, I began to struggle with whether to write humorous, easy-to-understand content or serious and in-depth analytical content. After all, many people would "attribute" the low number of article readers to the fact that the articles are too serious or too profound, which is why users cannot get into them.

But in fact, at least judging from the results of this report, I think this is not the case.

Although humorous text expressions widely used by self-media have established a new "aesthetic habit" for users' content consumption (accounting for 58.5%), the explosion of content creation and the flood of low-quality information brought about by the information explosion have created pain points for users.

More than half of new media users explicitly expressed their concerns about this, among which the mainstream new media readers aged 19-25 were the most dissatisfied.

At the same time, the increasing difficulty in acquiring high-value content also tells us that the return of high-quality content will be the development trend of new media content.

(It is about twice as difficult to obtain in-depth exclusive reports and comprehensive events as it is to obtain interest content)

Although there are many users who like humorous content, there are also many users who like rational and profound content. In this era where "content is king", if you create content seriously and pragmatically, you will always be recognized by everyone.

Line three

Is there still a market for “ clickbait ”?

It is undeniable that " clickbait " was definitely a pioneer in early new media articles. Even now, the seemingly old-fashioned saying “A good title is half the battle” has not weakened in power. Instead, it has become increasingly important.

Judging from the results of this report, users in small and medium-sized cities are still more keen on clickbait titles. Even among users in first-tier cities, there is no obvious rejection. After all, in the era of information explosion, users are exposed to too many headlines every day and have long become old hands. A headline without some impact will really not attract anyone.

In addition, we can also find out from the survey results:

Users in first-tier cities prefer titles that are precise, concise, and emotionally exaggerated.

Users in second-tier cities prefer titles that create suspense and exaggerate emotions.

Users in third- and fourth-tier cities are very fond of inspirational headlines.

In addition, suspense titles can be said to be basically effective for all users, and you can use them more often in your daily life.

After all, the role of a title is to amplify the influence of the content, not to create something out of nothing. This is also the difference between high-level headlines and common headlines. Without good content, all titles are bad. Only a carefully polished article with a catchy title will be successful.

Strike Four

Is the use of online vocabulary appropriate?

Internet words created through homophones, abbreviations, homophonic rare words, etc. were used more in social platforms in the past, but now, they have gradually entered the content creation of new media.

81.5% of young people accept these words, which seems to remind us: people can grow old, but words cannot (they were dissed in this year's new media trend report if they disagreed).

Strike Five

Why is the comment section so magical?

Nowadays, many people’s habit of reading articles is: click - scroll - scroll to the bottom - read the comments. The comment area seems to contain infinite magic that attracts a large number of users.

The reason why users are so obsessed with the comment section is that, in addition to the fact that netizens' discussions here can help them judge the rightness and value of the content, they simply like to read other people's jokes and complaints.

In addition, 91% of the netizens who participated in the discussion in the comment section had a strong desire to express themselves and could not help but speak out. After seeing this, I finally understood why so many netizens were "making trouble" under the headlines of the operation partner. They are all drama queens, okay?

(Awkward brain circuit)

(Cheer for the brother who "Tianji returns")

(The phrase "moral kidnapping" is everywhere in the comment section)

The above five points are designed to solve everyone’s daily confusions and are research results on “content” extracted from the report.

This article was compiled and published by @新榜(Qinggua Media). Please indicate the author information and source when reprinting!

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