Recently, Tencent OMG made major adjustments to its portal, abolished the channel system, and divided it into two departments: content operation . The OMG portal business will be generally " Toutiao-ized " to create a unified content distribution system. Such drastic adjustments are not unique to Tencent. As early as last year, Sohu eliminated editorial positions and changed its positioning to a self-media platform . What are traditional portals worried about when facing Toutiao?From the perspective of user scale, Toutiao is far from being a rival to Tencent, but the average monthly online time per user of Toutiao is 1,021 minutes, second only to WeChat . This is what is truly terrifying about Toutiao. Thanks to these high-time users, Toutiao's online advertising has maintained strong growth momentum, snatching a large piece of meat from Tencent's mouth.The Internet industry’s advantage yesterday is tomorrow’s disadvantage. Under the impact of Toutiao, traditional Internet portals feel burdened and their movements are slow. What exactly happened to the Internet content ecosystem that caused the situation to change?1. Users want social currency, not informationTraditional portals are all the same, and the control of information lies in the hands of editors, who decide what users see. It is a one-way communication from top to bottom . This stage only tells the user what happened, and the information only serves as a notification.Let’s think more deeply about why users need to know this information?Information does not stagnate after reaching the user. Information is flowing and users will pass on the information they obtain. The process of information transmission is actually social interaction, and information is the basic data of social interaction .Users need social currency instead of information. This change in positioning has led to changes in content format and distribution mechanism. We cannot simply repeat the facts to users, but need to think more deeply:1) What do users like to watch?2) What kind of expression do users prefer?3) What form is more convenient for dissemination and conducive to the social interaction of people?2. Users are the demanders of contentThe traditional portal model is 1 to N, which can no longer meet the needs of current users. People only care about what they care about and only identify with what they identify with. In today's world of information overload, everyone needs their own unique content demand system that is more customized.1) Content customization: The same information is expressed differently to different people. For example, for the same news about G.E.M., some people care about her leather pants, some are interested in her new songs, and some care about her love life. Everyone has different concerns. For another example, the language style of the same news for white-collar workers and students will be different.2) Social content: In content creation, more emphasis is placed on socialization. Each article has a reason for users to spread it, which not only encourages you to read it but also encourages you to spread it, and allows you to express your views through this topic. This is the case with Mi Meng ’s articles;3) Diversification of content forms: Due to the development of technology, the forms of information are becoming more and more diverse, including text, pictures, short videos , live broadcasts , etc. The same information will be packaged into various forms and distributed in different scenarios;4) Openness of content: Due to the diversity of content and professional verticality, no company can meet the needs of all users on its own. The platform is more inclined to open the right to content creation to self-media , and use the power of the vast self-media to meet the diverse content needs of users, forming a self-creation + self-media + content purchasing content platform;5) Paid content : As the value of content is increasingly valued by users, and they do not want to waste too much time screening through large amounts of information, the concept of paying for content has begun to be accepted by users. For example, Luoji Siwei , Youku's Kanlixiang Channel, Himalaya , etc., users hope to purchase more valuable content by paying.3. Artificial intelligence helps content find peopleDistribution is an important part of content dissemination, which effectively links content and people. There are currently three distribution modes: portal mode, subscription mode, and intelligent recommendation mode.1) Portal model: distributed by editor recommendations, all with the same look. It's the same to anyone who sees it. Information is divided into channels, and users can enter professional channels such as finance and sports to view information according to their needs. In this mode, the content is mostly produced by professional editors, and the content quality is relatively high, but it also limits the richness of the content;2) Subscription model - WeChat official accounts : WeChat official accounts adopt a subscription model. Users can subscribe according to their interests. Generally, each official account is positioned in a professional field, and WeChat official accounts with independent interests are combined into a person's content system; but how to find high-quality official accounts is a difficult problem.3) Intelligent recommendation model - Toutiao: The traditional method is based on search matching, which allows people to find information and is extremely inefficient. Thanks to the development of artificial intelligence, information can find people, and the machine's learning ability has become stronger, making information matching more accurate.Based on the above, whether it is Toutiao, Tencent or other companies, they are all following the above rules. The adjustments to Tencent’s OMG system are respect for users and market trends. With the advancement of technology, I believe there will be more forms and more advanced artificial intelligence technologies that will allow users to obtain content more easily.
This article was compiled and published by @朗佰万 (Qinggua Media). Please indicate the author information and source when reprinting!
