How to do new media well in 2017? You should look at these eight

2016 was the year of clickbait, but in 2017, major platforms will impose increasingly strict restrictions on clickbait. Both the national level and platforms such as WeChat and Toutiao will introduce relevant measures or focus on them.

For users, they can identify "clickbait" more skillfully and quickly. For enterprises, the production of promotional information will return to the level of content quality.

(Toutiao’s crackdown on clickbait)

Judging from the changes in video columns and public account tweets in 2016, 2017 will focus on high-quality in-depth content columns. Because most users have been online for many years, they have a great demand for in-depth content. It is expected that in 2017, entrepreneurial projects of senior media professionals in the print media era will win more attention from the public, such as: The Paper, Interface, Pear Video, etc.

Unlike the popularity of Internet brands in previous years, traditional industries will gain more say in the market in 2017. By observing the Double Eleven in 2016, we can find that traditional industries have surpassed Internet brands in terms of transaction volume, which shows that the pain period of traditional industries going online has passed.

It is not just traditional brands like Weilong and Fotile. It is expected that in 2017, more first-tier traditional industry brands will carry out promotion cases with more internet-based content creativity.

(Weilong spicy strips copywriting sparked heated discussion)

In comparison, emerging Internet brands such as Xiaomi and Taobao brands are struggling and will invest more energy in offline exposure to maintain a certain growth rate.

The AR/VR market has been cultivated for many years. In 2016, all major VR manufacturers released flagship devices. It is expected that it will be applied to a certain extent in 2017. However, due to the fact that VR consumption upgrades have not yet started in an all-round way, the marketing application of VR will still be limited.

Alipay AR red envelope craze

AR will be used and marketed more and more frequently, but most of this marketing will be limited to Internet giants such as BAT, or even to mobile apps such as WeChat, Alipay, QQ, and Meitu Camera. Companies such as BAT will lead the promotion of technological innovation in the marketing industry. It is precisely because of the monopoly of mobile apps such as WeChat and Alipay that brands will try technological marketing innovations based on such platforms.

At the end of the year, WeChat launched the local 10-second short video function, opening up the video era of marketing promotion . It is expected that more video production tools and teams will receive attention in 2017, but due to the defects in video conversion and preview, the short video craze is likely to be popular in the first half of the year and return in the second half.

10S short videos can do a lot

In addition, video production will become a necessary skill for new media personnel, just like the use of PS. However, if you need to produce high-quality video content, it still requires a certain amount of manpower and financial investment. For ordinary small and medium-sized brands, they may give up after trying it out.

WeChat invited users to participate in the internal testing of the mini program at the end of 2016, and it will be available to the public in January 2017. There is no need to say much about the importance of mini programs to WeChat. It is very likely to become the most important service window for enterprises and users. WeChat currently strictly restricts the marketing and promotion of mini-programs, so early promotion is relatively difficult, and its impact is more of a customer service rather than a sales promotion nature, which is what WeChat calls connecting everything.

Due to WeChat’s promotion pace and marketing restrictions on mini programs, mini programs are likely to be slow to develop and will only begin to be used by a large number of companies around the second quarter of 2017.

According to WeChat, mini programs are mainly accessed through offline QR code scanning, which may bring more surprises to the combination of offline and online promotion.

There have been classic cases of cross-border brand promotion as early as a few years ago, but at that time consumers' attention was not as scarce as it is today. Now, the effective means for major brands to compete for consumers' attention is cross-border brand and group promotion.

Didi promotes cross-border mobile games

In 2017, cross-border cooperation will most likely extend beyond the joint marketing of complementary products to marketing promotions in industries such as entertainment and art. For brands, it is necessary to obtain consumer preferences through accurate user portraits and then find suitable brand partners to jointly promote the products to achieve a win-win situation for the brands.

It will become increasingly difficult to create hot topics, and things like “I want to go and see” in previous years are even more rare, and it is even impossible to make them popular through artificial means. In 2017, there will be a constant flow of small hot spots and few big hot spots, and it is expected that there will be more and more scandalous hot spots. As can be seen from 2016, black swan events have occurred frequently, and more such events are expected to occur in 2017.

Brexit/Trump’s election as president, frequent “black swan events”

The duration of most hot spots will be greatly reduced, and the tracking value will be reduced. Brands need to carefully choose hot spots to leverage for promotion. It is expected that ordinary hot news will only last for 2-3 days, and will be quickly covered by other events after that time. Unless the hot topic turns into a series of verbal battles and Rashomon, its heat duration will be correspondingly extended.

The two-dimensional culture has emerged in recent years. Not only is commercial promotion increasingly adopting mainstream two-dimensional methods such as ghost animals, barrage, and tuning, but the development of anime culture and anime products has also affected the mainstream population.

Whether it is Chinese Online acquiring Station A or Station B sponsoring a basketball team, it is not just the two-dimensional websites. The middle school students who were once obsessed with the two-dimensional world were mostly children from middle-class families in first- and second-tier cities. Now they also have considerable social influence and purchasing power, giving the two-dimensional culture more marketing value.

Station B sponsors Shanghai Men's Basketball Team

It is expected that conventional forms and routines such as games and animation will be incorporated into the youth promotion of traditional brands, and the deep integration of the two-dimensional and three-dimensional worlds may be a good entry point.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @怒马 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!