Top 10 New Media Moments of 2016
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In 2016, the new media industry is still hot. Some people say that last year was the spring of content entrepreneurship , but 2016 has passed and the spring seems not to be over yet. Today, we have compiled for you the top ten key moments in the new media industry in 2016. These ten moments are destined to go down in history and become landmark events in the new media industry. The first new media auction: Papi Jiang with 22 million On March 19, Papi Jiang, who was known as the No. 1 Internet celebrity in 2016, announced the financing news. The Internet celebrity received joint investment of 12 million RMB from Xu Xiaoping 's Zhen Fund, Luo Zhenyu 's Luoji Siwei, Guangyuan Capital and Xingtu Capital. A month later, under the overall planning and management of Luo Zhenyu, Papi Jiang welcomed the auction for her first patch advertisement. Finally, after 26 rounds of bidding on the afternoon of April 21, the first new media bid winner in history was finally born! Lirenlijuan spent 22 million RMB to stand out from 24 brands and won the first advertising rights for Papi Jiang. The era of paid content has arrived: Fenda quickly became popular In May, Fenda, a knowledge-sharing platform under Guokr.com, launched a simplified H5 version through its official account . In just less than a month, this form of paid listening to 60-second voice sharing quickly became a phenomenal product with a valuation of up to $100 million. Afterwards, Luo Zhenyu was a guest on Xu Zhiyuan's "13 Invitations". In the interview, Luo Pang's judgment that "the time point for the habitual monetization of the community economy of knowledge and experience services will see the dawn this year" fully confirmed the popularity of "Fenda". Fenda provides a new monetization possibility for content producers. The story of how Wang Sicong became the top earner on Fenda within half a day of joining the platform helped Fenda become the hottest application. But the good times did not last long. Not long after Fenda became popular, it was suspected to be banned. After a 37-day suspension, it made a low-key comeback. Although it is not as popular as it was then, Fenda started the trend of paid knowledge in 2016. The model of paid knowledge has also been imitated by Zhihu, Himalaya , and Luoji Siwei's "Dedao". WeChat is also constantly exploring the possibility of paid reading. The first self-media advertisement in the history of CCTV: After having a car At 18:52 on May 14, 8 minutes before the start of the "News Broadcast", CCTV News Channel's prime-time ace program "Common Concern" broadcast a special advertisement. The advertiser was the WeChat automotive self-media - "After Having a Car". This was the first WeChat public account advertisement in the history of CCTV. The ad will run from May 14 to June 30. In addition to high-profile exposure on CCTV News Channel's "Common Concern" and "News Live Room", it will also be broadcast frequently on daily programs such as "News 1+1", "News Investigation", and "Face to Face". From grassroots start-ups to being featured on CCTV, WeChat public accounts have refreshed the outside world's inherent perception of public accounts. This close cooperation between traditional media and new media is also a market behavior that has initiated a reassessment of value. There is a kind of screen swiping called "New World" Among the self-media that has attracted the most attention this year, Xin Shi Xiang is undoubtedly one of them. In July, Xin Shixiang planned an "escape from Beijing, Shanghai and Guangzhou". Starting from 8 a.m., no matter you are in Beijing, Shanghai or Guangzhou, as long as you can get to the airports of the three cities within 4 hours, Shixiangjun has prepared 30 round-trip tickets to an unknown but beautiful destination. The event quickly took the circle of friends by storm, bringing in more than 100,000 new fans to New World. The tweet was on the hot search list 2 hours after it was released, and the popularity of the trending search exceeded 10 million 3 hours later. The Weibo topic #4小时逃北上海广州# was read over 14 million times. In November, Xin Shi Xiang once again set off a screen-sweeping craze, imitating the UK's "Book Throwing Campaign" and once again became a hot topic for everyone. Xin Shi Xiang dropped 10,000 books on subways, flights and ride-sharing cars in Beijing, Shanghai and Guangzhou. The purpose of dropping the books was to let them spread and circulate. Relying on its strong execution ability and vast network of personal resources, Xin Shi Xiang has become a maker of screen-sweeping events. There is even a saying that Xin Shi Xiang is "redefining self-media." Soft articles become hard: "Interim Measures for Internet Advertising Management" takes effect Following the new "Advertising Law" which officially came into effect in September last year, the "Interim Measures for Internet Advertising Management" was formulated in July this year and officially came into effect on September 1 this year. Among them, there was one that caused an uproar in the self-media circle. Article 7 Internet advertisements shall be identifiable and clearly marked as “advertisements” so that consumers can identify them as advertisements. September 1st was a day of chaos in the self-media circle. According to the new regulations, it seems that all soft articles must be marked as "advertisements" in the future, so the following scene appeared: However, the so-called prominent marking in the new regulations does not mean that it must be marked in the title. Most people's misunderstanding turns soft articles into hard articles. Milestone moment: Weibo's market value surpasses Twitter On October 18, in U.S. stock trading, Weibo's stock price rose to US$53.12 during trading, with a market value of US$11.3 billion, surpassing Twitter at one point to become the world's most valuable social media. Weibo's stock price has continued to rise since February this year, and its market value has increased by more than 3 times from its lowest point in February, entering the "10 billion US dollar club". Relying on the celebrity effect and with the help of new applications and content such as short videos and live broadcasts, Weibo has successfully completed the process of being criticized and reborn. Almost every quarter’s new financial report is a reassessment of Weibo’s value. When the tide recedes, you will know who is swimming naked. The big V underwear is stripped off On the evening of September 28, because WeChat suddenly adjusted its interface, the water army platform on the market that boosted the reading of public accounts had to undergo maintenance, causing the reading function to basically stagnate. It has caused unimaginable impact on those big accounts that have made it a habit to read frequently. At one time, all the public accounts that were swimming naked surfaced one by one, and many big accounts were exposed by name. Tencent Technology also published two articles in succession, exposing a number of accounts that were used to increase readership. The development of the self-media industry is unstoppable and all the dividends are being snatched up. However, everyone in the industry knew that there was a bubble, but they didn't know it was so big. After the incident of inflating the traffic, various platforms began to issue their own so-called "lists", specifically listing a number of big names who inflated the traffic. Among them, the most widely circulated is the list released by "Media Assembly". According to this so-called list, the rate of inflated traffic by many well-known big names exceeded 90%, and some even went as high as 99%, which can only be described as "appalling". This speculative "list" was rated as the most irresponsible list in the industry. WeChat frequently issues new rules, making it increasingly difficult to swipe the screen Every marketing practitioner dreams of creating a hit case, but facts have repeatedly proved that WeChat does not like the so-called screen swiping. Since 2016, WeChat has blocked several cases of spamming the Moments, which has also caused open challenges from companies such as Yidao. In addition, WeChat has also successively issued a number of new regulations in an attempt to control the constant screen swiping of Moments. WeChat will crack down on those that affect user experience, spread malicious content, induce forwarding, or even use plug-ins to distribute links that cause abnormal dissemination. In April, WeChat officially announced the "WeChat External Link Content Management Specifications", which mainly target "external link content that is not generated by the WeChat public platform (that is, the domain name address does not belong to the WeChat public platform ) and is spread within WeChat." There are several categories of targets for this crackdown: inducing sharing, inducing attention; rumors, fraud, vulgarity and spam; stealing user privacy and illegal content; H5 games and tests. In December, WeChat released the "Announcement on Inducing Attention through Online Web Page Creation", stating that recently, the WeChat public platform has discovered that some public accounts have been inducing attention by providing users with online web page creation tools such as music albums and photo albums. Such behavior has violated the "WeChat Public Platform Operating Standards" and will be handled by the WeChat Public Platform. Driving in groups becomes a routine: the rise of the Blue V Alliance At the end of October, a Weibo post from an ordinary user triggered a melee in the comment section among more than 200 official brand accounts. A blogger who often shares food on Weibo was planning to buy a soymilk machine, but didn’t know which brand to choose, so she posted this Weibo, which triggered a collective carnival among many Blue V brand editors. After that, the Blue Vs' carnival seemed to gradually become a daily routine, and the frequency became more and more concentrated. The Blue V Alliance, led by Haier New Media, continues to appear in various hot events. The editor of Haier is jokingly called the "head coach of 800,000 official accounts". This new way of group driving has gradually become the most commonly used routine of official accounts. Not long ago, Tang Yan and Luo Jin announced their relationship, and the Blue V Alliance led by Haier still did not miss this hot topic. From promoting washing machines and refrigerators to house decoration, to wedding photo shooting locations to promoting schools for their children to attend in the future, the Blue Vs collectively made headlines. Weibo removes 140-character limit In January this year, Weibo announced that it would lift the 140-character limit for all users on February 28. Weibo CEO Wang Gaofei once said, "It is a trend to continuously lower the threshold for content publishing, and 140 words is a higher threshold than 10,000 words. From one picture to nine pictures, from pictures to videos, and then to long Weibo posts, Weibo has been lowering the threshold for content publishing - in the future, whatever users can store on their phones can be posted on Weibo." However, on February 28, Weibo did not remove the 140-character limit for all users, but only conducted a small-scale test. It was not until November that Weibo quietly lifted the 140-character limit on the publisher. After the 140-character limit was lifted, users can enter up to 2,000 characters, and there will still be a word limit prompt if the limit is exceeded. In the information flow , Weibo posts with more than 140 characters will still only display 140 characters, and there will be a "show full text" prompt at the end of the sentence. Clicking it will display the full text of the extra-long Weibo post. After its resurrection, is Weibo imitating Twitter? Or challenge WeChat? Can the value of Weibo be further explored by users? Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @骏小宝( Qinggua Media ). Please indicate the author information and source when reprinting! |
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