Toutiao Baijia Sohu Netease Penguin Yidian Zixun Six major self-media account operation methods

In recent years, the advantages of old media have continued to fade, and the focus of the audience has begun to shift. Major self-media platforms such as Toutiao , Baijiahao , Penguin , and Sohu have entered the mainstream market and attracted a large number of users.

With more users, the reading volume will naturally increase. On Toutiao and Baijiahao, many articles have exceeded one million or one hundred thousand readings. In order to encourage more authors to join the platform, many self-media platforms give authors rewards and shares.

For example, Toutiao pays 30 million yuan in revenue to its authors every month, while Penguin pays 100 million yuan. Baijiahao plans to distribute 10 billion yuan to its authors in 2017!

It is possible to make money with high self-media traffic , but how to operate it?

Today, Banbanxueyuan will explain in detail the operation methods of the six major mainstream self-media platforms. The main contents are as follows:

1. How to apply for a self-media account

2. Things to note when applying for a self-media account

3. The six major self-media (Toutiao, Baijia, Penguin, Sohu, Yidian Zixun , NetEase)

Platform, advantages and operation methods.

1. How to apply for self-media

The basic rules for applying for the six major self-media platforms are the same. You need to provide the following information. The six major self-media platforms accept applications from institutions (companies) and individuals.

Documents required for institution (company) application:

1. Business license

2. Operator ID card (one ID card can only register one number)

3. Basic information of self-media (platform name, platform introduction)

4. Choose the account field (depending on the content output direction of the platform. For example, the content direction of Banbanxueyuan is "Internet practical information ", and the field of our self-media account is Internet or technology. You need to be cautious when choosing, because once it is determined, it cannot be modified)

5. Auxiliary certification materials ( WeChat public account ID, other self-media links, blog links, etc., 2-3 auxiliary application materials are required)

6. Authorization certificate (download and print through the platform and must be stamped with the company seal)

Required information for personal application:

Except for the business license in the first item, all the information in items 2 to 6 above are required.

2. Things to note when applying for a self-media account

1. The photo holding the ID card must not only show the face clearly, but also the ID number. One ID number can only be registered for one self-media account and cannot be reused.

2. The account field cannot be modified. When choosing, first determine the future content direction. If your content output is related to clothing, it is best to choose the fashion field.

3. Supporting materials. This is the most important point. Each self-media account will judge whether the applicant is "qualified" based on the applicant's past "work experience", such as whether the applicant has operated a public account , other self-media accounts, blogs, etc., which directly determines whether your application will be approved.

If you are a content creator who has no previous operating experience and wants to register a personal account, it is recommended that you first register a WeChat public platform and a blog and operate them for a while.

3. Advantages and operation methods of the six major self-media platforms

Today's headlines

Advantages: Large platform traffic, easy to apply, high traffic can be obtained even with few fans

According to Zhang Yiming, founder and CEO of Toutiao, as of October 2016, Toutiao has accumulated 600 million activated users and 140 million active users. Each user uses the platform for 76 minutes a day, and the platform traffic is very large.

In 2015, Toutiao was notoriously difficult to apply for. In 2016, Toutiao lowered the entry threshold and anyone who met the six entry conditions mentioned above could be approved.

The biggest difference between Toutiao and WeChat official accounts is that Toutiao determines the number of readers based on "recommendations" rather than "fans". In other words, the more "recommendations" you get, the higher the number of readers of your articles will be. Even if you are new and have only 1 follower, you can still get high traffic.

Operation method: Increase the headline number index

The high traffic of Toutiao accounts is closely related to the level of Toutiao index. The Toutiao index is composed of five dimensions: originality, health, activity, professionalism and interactivity. The higher the scores of these five dimensions, the higher the index of Toutiao accounts. There are the following ways to improve the Toutiao index:

1. Originality: Adhere to originality and improve content quality

Not only should we insist on launching original content, the quality of the content is also very important. Only good quality content can reduce the bounce rate. Only by capturing the user's "stomach" can users read every article carefully, so that the originality can be fully recognized!

(II) Healthiness: The pictures are beautiful, the content does not involve pornography, gambling, drugs, or excessive clickbait

The health of Toutiao accounts is mainly assessed in the following three aspects:

Image size and aesthetics

Does the content involve pornography, gambling or drugs?

Whether the title and content of the article are seriously inaccurate (using exaggerated titles to attract readers to click, coupled with content that does not live up to the name, Toutiao will resolutely crack down on it, and it is very likely that it will not pass the review and reduce the health of Toutiao)

3. Activity: Regular updates

As long as the operator updates an article to Toutiao regularly every day and it passes the review, the activity level will increase.

4. Professionalism: The article and the professional field are consistent

When registering a Toutiao account, you should choose a professional field. The more professional and vertical the articles you produce, the more accurate the Toutiao recommendations will be.

Although we can publish content in multiple sections (food, travel, sports, etc.), if the published articles are not within the selected field, it will lower the professional score and affect the headline index.

5. Interaction: Increase interaction with readers

When readers comment on your article, we should take the initiative to reply and interact with them, which can increase the interactivity of the headline index. In addition to interacting with readers, we take the initiative to comment on other people's articles. If we receive more recognition and popular comments, we will have the opportunity to be recommended to the homepage, thereby gaining exposure , clicks and subscriptions.

Baijiahao

Advantages: Recommend Baidu homepage, Baidu news source, author share

When we usually use Baidu, we can see a series of articles recommended below the Baidu search box. Some of these articles come from the Baijiahao platform. In other words, the articles you output are likely to be recommended to the Baidu homepage, bringing countless readings.

The second advantage of Baijiahao is its good inclusion effect (SE0). After the article is successfully published, it can be easily displayed by entering relevant keywords in Baidu search.

In order to encourage content entrepreneurs , Baijiahao gives authors a share of up to 10 billion yuan. According to Xu Jieye, many authors on Baijiahao have earned more than 10,000 yuan, helping operators to "get rich through writing."

Operation method: Combine hot topics, article positioning, beautiful pictures, publish in free time, and update continuously

1. The article contains popular keywords and is topical but not vulgar.

Baijiahao will recommend articles based on users' search habits. For example, if users have recently frequently searched for "Spring Festival ticket grabbing", then a high-quality article with the title "Spring Festival ticket grabbing" will be presented to users when they use Baidu.

Another point is that the title must be attractive. The title is a key to attracting readers, so the title must be concise and powerful, but not vulgar, because every article will be reviewed by Baijiahao. If it is too vulgar, it is likely to be rejected or even blocked.

2. Choose the appropriate category based on the article’s positioning

This is easy to understand. Write relevant articles based on the field you choose.

3. Use a cover image that is clear and consistent with the theme

The first thing the audience sees is the title, and the second is the picture. Clear and attractive pictures can effectively guide readers to open the page.

4. Choose an appropriate time to publish

It is recommended that you choose free time periods, such as on the way to work or in the evening. Free time can help increase the amount of text reading.

5. Continuous Updates

A primary account can update one article every day. When you update continuously for a period of time and the article has a high readership, the Baijia platform will upgrade your account level to "intermediate". The higher your account level, the more opportunities you will get to be exposed and recommended.

Penguin

Advantages: One-click distribution and recommendation on multiple platforms ( Tencent News , Tiantian Express , Tencent Mobile, QQ Browser , Tencent News plug-in, mobile QQ news plug-in, QQ public account )

Penguin Media Platform is a self-media platform under Tencent, and its article recommendation channel is awesome!

Penguin Media Platform provides self-media with multi-export and multi-scenario distribution channels. The articles you publish will be distributed with one click on platform channels such as Tiantian Kuaibao, Tencent News Client, WeChat News Plug-in, Mobile QQ News Plug-in, QQ Official Account, Mobile Tencent.com, QQ Browser , etc., to achieve more and more accurate exposure of high-quality content.

Operation method: vertical content, first release , original, healthy content, good topic selection

It is easy to apply for a Penguin account, but all operators will first enter a "trial operation" stage. There will be no recommendations during the trial operation stage, which is equivalent to a zombie account. Only after the trial operation is passed and formal operation is entered can you obtain various recommendations and bring in high traffic.

To operate a Penguin account, you must first pass the trial operation stage. So how do you pass the trial operation? There are the following points:

1. Verticality of content

Whatever field you choose when you register, it must be the same field when you post. In their words, the field must be vertical. You can’t post entertainment today, cars tomorrow, and food the day after tomorrow. This means that you must maintain consistency in your field from the moment you apply.

2. First Release

Many operators publish an article to many self-media platforms, and Penguin attaches great importance to the originality of articles, which means that you must be the first to publish the article you wrote on its platform.

3. Originality

Originality is a necessary requirement for all self-media platforms, especially when you are trialing a Penguin account, every article must be original.

4. Say no to pornography, gambling and drugs

It is not enough to meet the previous points. The quality of your article content must be good, especially there must not be any vulgar or pornographic content. Believe me, this is very, very important. Tencent has zero tolerance for vulgarity.

(V) Article selection

It is best to focus on current or recent news topics and organize the article content based on the field of your choice. Please note that the content must be combined with relevant pictures and pictures cannot be randomly matched. Another point is, don’t include advertising information before passing the trial operation. After you pass the trial operation, you can put the WeChat public account ID appropriately in the article.

Sohu account

Advantages: easy to apply, Baidu news source, articles are easy to pass

Sohu Self-media is the easiest to apply for among the six major self-media platforms listed today (Toutiao, Baijia, Penguin, Sohu, Yidian Zixun, and NetEase). Based on my experience, as long as you follow the prompts and stamp the company seal, it will basically pass.

So, my friends, if you have only operated a WeChat public account and have no experience in any other self-media and cannot provide relevant qualifications, you might as well apply for a Sohu account first, as the approval rate is relatively high.

Another advantage of Sohu account is that it works well as a Baidu news source. Your high-quality articles can be displayed to a certain extent in Baidu searches.

Sohu is also the most "open" when it comes to article review and inserting advertising information into articles. As long as your content is not about pornography, gambling, drugs, rumors or politics, there is no problem in inserting 2-3 WeChat public account IDs in an article.

Operation method: Combine hot spots, keywords, and titles within 18 words, and release first

1. Pay attention to combining hot topics in the article

Operators of Sohu accounts have one opportunity to be recommended every day. If an article is recommended by the editor, the basic reading volume will not be less than 5,000.

If you want to get Sohu's recommendation, your article needs to have a certain popularity or be a topic of discussion. For example, after Papi Jiang broke the news of her "breakup" with Luo Ji Si Wei a while ago, Ban Ban Xue Yuan immediately wrote an article about Papi Jiang, a hot topic. The article received 20,000 views and brought 200 fans to the Ban Ban Xue Yuan official account.

(II) Pay attention to combining keywords in the article

Since Sohu accounts can be included in Baidu to a certain extent, when your article contains keywords, users can also directly see your article page through Baidu search. This is also very important for operating Sohu accounts.

(III) Title within 18 words

The limit of 18 characters is for the convenience of recommendation. Titles with more than 18 characters will appear incomplete at the end when presented to users.

(IV) First Release

Original articles are published as soon as possible.

Yidian News

Advantages: The platform has a large amount of traffic, and even with a small number of fans, you can still get high traffic.

In the news app rankings released by Cheetah Global Think Tank in 2016, Yidian Zixun ranked third in terms of user volume, after Toutiao and Tencent News Client, and the platform traffic is very considerable.

Yidian Zixun is similar to Toutiao in that both use an algorithmic distribution system. Therefore, newcomers can also obtain high traffic if their articles are of good quality.

Operation method: good title, popular topics, high-quality content, and no excessive advertising information

1. Good title, popular topics, and high-quality content

Yidian Zixun is a platform based on an algorithm distribution system. The key points of its operation are: good titles, popular topics, high-quality content, and try to write titles that the public can read and click on.

Secondly, the content quality must be high, as only good content can retain users for a long time.

2. The content does not contain excessive advertising information

Yidian Zixun is very strict in content review. If more than two pieces of public account information appear in an article, including event promotion , soft-article promotion and other information, the article will be rejected by the editor with the message "Failed to pass the review, no advertising/soft-article/event promotion allowed".

If the article fails to pass the review multiple times, there is a risk of account being blocked.

NetEase

Advantages: Get editorial recommendations and easily get high traffic

Articles on NetEase News will be presented on the NetEase News client after being recommended by editors. If your article is successfully recommended by the editor, it will not be a problem to get 10,000 or 20,000 reads.

Operation method: Improve the star rating of NetEase News and strive to have the article locked

NetEase News needs to be upgraded and see if the editor recommends it. If the level is low and the editor never recommends it, the number of readers will be less objective.

1. Continue to produce high-quality articles and improve NetEase's star rating

When you first join NetEase, you are at level 1. During this period, you need to continue to update high-quality original articles every day and slowly upgrade your level to level 2. The higher the level, the more recommendations your articles will receive.

Unlike Toutiao and Yidian Zixun, it is difficult for level 1 accounts to get high recommendations because operators must produce more high-quality original content at the beginning.

NetEase has a customer service email address, and operators can email them if they have any questions. The NetEase account we opened took a long time to review and failed at the beginning, but it was approved immediately after I sent the email.

(ii) Good content quality, strive to have the article locked

NetEase has manual article review and will determine whether to recommend articles to the NetEase APP based on the quality of the articles. Even if a locked article has a NetEase account level of only 1, it can easily gain high traffic.

This "locking" mechanism is a manual review. Based on the experience of combining NetEase News APP and several previously locked articles, hot articles, interesting articles, social topics, and emotional articles are more likely to be locked and recommended.

Most importantly, content is king

In addition to all of the above, self-media operators must pay attention to one point: when operating any self-media account, the most important thing is content is king.

Because only good content can retain users for a long time.

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