Where is the way out for self-media in 2017?
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Many operators now have a feeling: the number of views of WeChat public accounts is getting lower and lower, and it is becoming more and more difficult to attract new users... These are all realities. According to third-party statistics, since 2016, the average reading rate of articles pushed by most public accounts has dropped from 12% to around 5% (reading rate = number of readers of a single article/number of users), and the number of followers has grown slowly or even shown negative growth. According to a survey conducted by Penguin Intelligence, 90% of readers follow less than 50 self-media outlets . However, 78.3% of readers have less than five self-media that they frequently follow or pin to the top of their pages. The probability of readers opening and reading articles pushed by accounts they already follow is getting smaller and smaller. The probability of readers clicking on pushed articles and reading them in full is gradually decreasing. In 2017, the polarization phenomenon in the field of self-media will become more and more obvious. Top content will attract more users' attention and even occupy a larger market, while some less prominent public accounts will face major crises. This year should be a critical year and a turning point for the development of self-media. Next, how will self-media develop? 1. Gradually get rid of the traffic distribution of traditional media and form a new operating model New media cannot survive by distributing traffic. If it does so, it will gradually degenerate into traditional new media, further lose its vitality, and degenerate into traditional media. The life cycle of WeChat public accounts will be at least 3-5 years, but over-exploitation of its traffic resources and excessive advertising will accelerate its decline into a media outlet, and will eventually lead to its demise. After 2017, we need to gradually get rid of the traditional media’s traffic distribution model and explore a business model suitable for the survival of self-media. Relying on advertising is definitely not a reliable long-term solution. We need to combine the positioning of our own public accounts and provide products and services that combine the attributes of fan tags. Only then can we get out of the vicious circle of excessive advertising distribution and hurting fans. 2. Develop towards verticalization, industrialization and de-mediation Now the field of self-media is becoming more and more segmented, including furniture, Internet, Internet finance , maternal and child care, e-commerce , etc., and there are self-media in every field. Self-media must find niches in specific industries and do their work in a refined and detailed manner in order to have a future for development. Some self-media accounts have very big goals, such as the Internet industry. It is actually very difficult to make such an account successful. On the contrary, it is only possible to make a success by focusing on programmer recruitment , vertical services, etc. in the Internet industry. For example, when self-media operations reach a certain stage, they need to break out into the industry, deepen and expand their influence based on vertical industries, from exposure and promotion to cross-border resource integration, so that they can take root in an industry and go long-term. Finally, when it comes to operating self-media content , we cannot limit ourselves to the methods of traditional media. We need to look at it from a more comprehensive perspective and dig deeper into the industry, rather than just being a clickbait and writing eye-catching articles. 3. Paid reading is becoming the norm, and only high-quality content output has a future At present, the copyrights of movies , games , and music have been pushed up, while the monetization of self-media content has been seriously underestimated. As content competition among major Internet platforms intensifies, self-media copyrights will inevitably receive widespread popularity and attention. In 2016, many paid content platforms have been born, such as Weibo Toutiao, Duoduo App, Fenda , Zhihu Live, and Himalaya FM, all of which provide platforms for content, and the results are very good. This development will intensify in 2017, and all content platforms will add paid reading functions, and many will even launch monthly or annual services. Self-media has achieved good income through functions such as traffic and praise. As the most praised self-media account, Zhanhao’s WeChat account received more than 14,000 praises in July 2015 alone. The content payment market is expected to be promising in the long term. With the advent of the IP copyright era, self-media will also participate in sharing the dividends of this huge content market worth over one trillion yuan. The future development of self-media will definitely focus on the output of high-quality content, which is also one of the development directions in the next 3-5 years. 4. The content presentation form will be concise and simple, and video-based. In the era of mobile communication, what is snatched away is the user's time. Everyone is busy and tired. Fragmented reading is the trend. The content of self-media is better to be concise and simple. In fact, writing articles and writing PPTs are the same. A page full of words is not as good as a finishing touch. To attract and convince others, most of the time it is not through long speeches, but by “hitting the pain points”. In 2016, long videos were launched on WeChat Moments . At the same time, major video platforms will also increase their investment in short videos and self-produced dramas. A very important front for corporate publicity in the future will be to increase investment in short videos on WeChat and Weibo, because this form of expression will be more intuitive. In addition, there will be more and more audio content in the form of content presentation. Previously, apps like Himalaya and Duoduo were producing audio content. From the user's perspective, it saves users more time and makes it convenient for readers to listen to content anytime and anywhere. 5. Stick to your personality. Distinctive self-media can go further. The reason why users pay attention to a certain self-media is because they have a general idea of the personality and content of this account. It has a label and positioning in the minds of users, and users have high expectations for it. Although everyone likes novelty, this novelty should be based on always maintaining your personality. Constantly changing your personality will make it difficult for users to recognize you and constantly rebuild their evaluation system of you. What we media need to do is to always stick to your personality, always keep your content above a certain level, and make it better and better. For example, if a certain self-media is good at research and analysis and good at writing articles to discuss strategies, then it can make breakthroughs in this direction; some accounts are good at writing venomous comments, criticizing current social ills, and complaining about hot topics, then it can focus on expanding on this tone and strengthening the free style... If you persist, the results will surely show. 6. Graphicalize your knowledge and use visual things to display your content Let's first look at two sets of data: 1. The human brain processes images 60,000 times faster than text. 2. When people read a newspaper, 99% of the text information is automatically filtered out, leaving only a pitiful 1% in the brain. The difference between how the human brain processes text information and image information: the human brain processes image information synchronously, while processing text information step by step, and after reading a text, most people only remember 20% of it. In the current fragmented reading era, many people lack patience but want to acquire knowledge. This reading personality determines that there must be as little text content as possible and as much graphical content as possible. Thus, the infographic was born. In fact, infographics can help people reduce reading time. If it takes ten minutes to read an article of 60,000 words, it only takes ten minutes/60,000 words to compress it into a picture. If your article requires a lot of data, you might as well use various visualization tools to make the data appear intuitively and graphically. 7. Transform into social media and explore business monetization models around the community With the rise of major online platforms, self-media has also prospered. However, after the explosive growth in the past one or two years, the development of self-media has reached a deadlock. As we all know, there are two biggest obstacles that restrict the development of self-media: One is the issue of content sustainability. How to continuously produce popular and high-quality content should be a common problem faced by all self-media people. The second is the issue of traffic monetization. Self-media people work hard to produce high-quality content and attract a group of fans, but they do not have an effective way to monetize their efforts. The two major problems naturally exist in self-media, so if we continue to follow the old path of self-media, these will be unsolvable problems. We know that unlike the simple "write → read" of self-media, the operating model of social media is more three-dimensional and organic. It attracts and screens users (fans) through content. After users settle down, they form a community. After the community is successfully running, group members will continuously produce high-quality content together to continue to attract users. Once a community is formed, there can be a variety of commercial monetization models surrounding it. 8. The Matthew Effect of Advertising in the We-media Field is Intensifying Over the past few years, many companies have also become content entities in the field of self-media. For example, a large number of brands such as Coca-Cola and Durex have gradually relied on their products to continuously produce content and promote their products. They have been very successful and won a large number of fans. Once a company has the ability to produce its own content, its dependence on traditional public relations, advertising companies, and media will decrease. Its own account will become a good content publishing platform, which will put higher demands on the content and marketing operations of self-media. In the future, more advertisements will adopt large-scale planning methods and link with multiple platforms. Capital investment will also increase, and some small-budget advertisements will have less and less market in the future. While self-media accounts are producing content, their advertising operations will also develop in a polarized direction. Only large campaigns created by the strong cooperation of large enterprises and large self-media can achieve better results, while advertisements made by ordinary enterprises are difficult to spread. Only large companies with large-scale promotions can achieve better results. Advertisements made by ordinary companies are difficult to spread and the user experience will not be very good. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @沈浩卿 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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