Toutiao, Weibo and other 20 new media operation guides

New media operation is a series of operational means that use modern mobile Internet means to conduct product publicity, promotion, and product marketing by utilizing emerging media platform tools such as Tik Tok, Xiaohongshu, Kuaishou, WeChat, Weibo, Zhihu, etc. By planning high-quality, highly contagious content and online activities related to the brand, messages can be widely or accurately pushed to customers, thereby increasing participation and raising awareness, thereby making full use of the fan economy and achieving corresponding marketing goals. So new media ≠ official account.

As a professional new media operator, it is essential to understand the attributes of each platform. Only when you have a sufficient understanding of it can you fully master its operation. First, let's understand:

1. Toutiao: Toutiao media platform, also known as "Toutiao account", is a self-media platform launched by Toutiao. It can help various enterprises, individual entrepreneurs, institutions and other objects expand their influence and increase exposure and activation attention.

Features: Comprehensive content, accurate push, strong interactivity, fast sharing function, cloud storage, support for PC/mobile client

Advantages: When readers browse the articles, everyone's reading preferences are recorded, and every time the reader opens the client, the content that may be of interest to the reader will be pushed to the reader based on big data technology and algorithms. Even if there are no subscribers, the articles written before may still get 100,000+ readings.

Disadvantage: Too few people are willing to pay for knowledge.

Note : The original content link provided must be authentic and valid; the article content is best written in the form of soft text.

2. Yidian Zixun: Yidian Zixun’s self-media platform is also known as “Yidianhao”. It is a content publishing platform launched by Yidian Zixun. Personal media, institutional media, government organizations, enterprises and other organizations can apply to register on the platform.

Features: interest engine, personalized recommendation and search technology, clear content classification, slow review time, and emotional articles tend to become popular.

Advantages: Improved user experience, more user groups, and can help self-media people find fans that match them more quickly.

Disadvantages: Overall traffic is less than Toutiao

3. Sohu: Sohu platform is a full platform for entry, publication and distribution of classified content. Users can apply for a public platform account for free, output their own industry content, and obtain a certain number of subscribers to enhance their influence.

Features: full promotion on three ends, automatic recommendation on headlines, relationship chain communication, automatic generation of personal mobile sites, encyclopedic content classification

Advantages: sufficient resources

4. Jianshu: Jianshu is a high-quality writing platform with two clients: PC and mobile. Its biggest feature is its editing function. There is no limit to the pictures generated with one click, and you can send as many as you want. Moreover, the writing experience it brings to users is unmatched by many writing platforms. Users only need to consider the application of words and the expression of thoughts and feelings, and focus on writing, without having to worry about the structure and layout.

Features: Instantly read daily selected articles, communicate with authors and users, forward and share exciting content at any time, and express your opinions on the works.

5. Baijiahao: Baijiahao is a new media platform developed by Baidu for Internet content entrepreneurs. It has opened a "Writer" channel. Baijiahao quotes the saying "a hundred schools of thought contend" and often discusses some hot topics in the form of "debates" to attract user attention and participation. Through the business model of Baidu Alliance, Baidu Baike enables a healthy interactive conversion between Internet content and corporate advertising, seamlessly connecting content creators, readers, and the communicators between them.

6. Zhihu: Zhihu platform is a social question-and-answer community type platform, a real online question-and-answer community that can help users find answers and share knowledge. Currently, it has two clients: PC and mobile phones, with monthly visits exceeding 100 million people. The slogan of Zhihu platform is: "Share your knowledge, experience and insights with the world.

Features: There are many college students, high-income and highly educated users, high search weight in Baidu, and fan loyalty is higher than other social channels. It can effectively influence fan purchases, users have a high acceptance of long articles, and are willing to participate in interactive answers, sharing and complaints, which makes it more suitable for content marketing platforms.

7. NetEase News: Formerly known as NetEase Subscription, it is a new self-media content distribution and brand promotion platform created by NetEase Media after completing the integration and upgrade of the "two ends". It is a self-media development service solution platform based on NetEase Media that integrates efficient distribution, original protection, cash subsidies, and brand promotion.

Advantages: The platform is relatively mature, with a relatively complete growth mechanism. It tends to favor text content, and article review is fast, which is more beneficial for text lovers. The income threshold is beginning to decrease, and it is easier to enable advertising revenue sharing.

8. WeChat Official Account: WeChat Official Account is an application account applied for by developers on the WeChat public platform. This account is interoperable with the QQ account. Through the official account, merchants can achieve all-round communication and interaction with specific groups on the WeChat platform through text, pictures, voice, and video. Formed a mainstream online and offline WeChat interactive marketing method

Features: acquaintance network, niche communication, and higher communication effectiveness. Information and services can be provided anytime and anywhere, the information and services can reach them for a longer time, and the marketing and service positioning can be more accurate. Rich media content, easy to share. WeChat public platform, one-to-many communication, high information reach, convenient interactivity, rapid information push and real-time updates. Marketing costs are lower and more sustainable.

9. Sina Weibo: Weibo is a social media platform based on user relationships. It uses multimedia forms such as text, pictures, and videos to achieve instant sharing and interactive communication of information. Weibo has changed the way information is disseminated and achieved instant sharing of information. Also called entertaining "new things".

Features: low threshold, real-time sharing, rapid dissemination, and fission dissemination methods. Celebrity authority platform.

10. UC Cloud View (DaYuHao): UC Cloud View, the full name is UC Cloud View•Media Service Platform. UC Cloud Media Service Platform is the first platform in China's information platform industry to publicly display public opinion in real time. The media services on this platform are divided into two parts: subscription accounts and institutional media.

Features: Powerful media tools can enhance content creation capabilities, open distribution of all traffic, and diversified commercial realization.

11. Phoenix: It is a comprehensive information platform, whose content mainly consists of news information, in-depth reports, opinion comments, financial products, interactive applications, sharing communities, etc. The content that self-media should release should have depth and deep insight, and the interpretation and analysis of the information should be greater than the information itself. The operation of Phoenix requires the creators to have a certain level of social awareness and be able to produce relatively stable works.

Advantages: Large platform, high authority, and deep and authoritative content.

12. Tencent Penguin Media Account: Tencent Penguin Media Account, formerly known as Tencent Open Media Platform, is a product launched by Tencent, but it is not the same product as QQ Public Platform.

Features: full traffic openness, open content production capabilities, and user connectivity.

13. Kuaishou: The predecessor of Kuaishou was called "GIF Kuaishou", which was originally a mobile application used to create and share GIF images. Subsequently, Kuaishou transformed from a pure tool application into a short video community, a platform for users to record and share their production and life.

Features: large user base, UCG content operation, wide user coverage, large number, great consumption potential, unique community culture and "old iron economy", targeting third- and fourth-tier cities, and decentralization.

14. Douyin: Douyin short video is a music creative social platform incubated by Toutiao.

Features: large user base, strong stickiness, accurate push notifications using user portraits, and flexible billing.

15. Xiaohongshu: Xiaohongshu is a lifestyle sharing community, and also has a community e-commerce platform, providing users with a community platform for sharing text, pictures, videos and notes.

Features: Mainly UGC and PUG, life sharing community, deep cultivation of vertical content

16. Bilibili: Bilibili, also known as Bilibili, is now a cultural community and video platform with a high concentration of China's young generation. It is affectionately called "B Station" by fans. A trendy cultural and entertainment community created for young people.

Features: relatively unified audience, strong circle culture, Generation Z, and UP hosts.

17. Xigua Video: Xigua Video is a personalized recommendation video platform under ByteDance and incubated by Toutiao. Xigua Video uses artificial intelligence to help everyone discover their favorite videos and helps video creators easily share their videos with the world.

Features: Mainly short videos within 15 minutes, rich resources + personalized and accurate recommendations

18. Qutoutiao: Qutoutiao is a platform that has experienced significant breakthrough growth in the past two years and is considered a dark horse among the current self-media platforms.

Features: The target population is third-, fourth- and fifth-tier cities. In terms of content, it focuses more on easy-to-understand information such as stories, news, and entertainment. The distribution revenue is relatively moderate and the user base is huge.

19. Himalaya FM: Himalaya is the fastest growing and largest online mobile audio platform in China.

Features: It has rich program content and focuses on user participation and interactivity.

20. Wukong Q&A: Wukong Q&A is a question-and-answer community serving everyone. Through it, you can find the person who can provide you with the answer from hundreds of millions of Internet users. As a new way to obtain information and stimulate discussion, Wukong Q&A's mission is to increase the total amount of knowledge in the human world, eliminate information inequality, and promote mutual understanding among people.

Advantages: Information flow distribution, and good combination of text and pictures. If the questions and answers are excellent, the system will automatically distribute them to more people. The core lies in the algorithm logic of Toutiao products.

Features: huge user base, open and diverse, and intelligent algorithms.

New media trends?

In recent years, with the development of society and people's increasing understanding of the Internet, self-media that can be attached to pictures and texts is closer to videos. With the emergence of short videos such as Douyin, Xiaohongshu, Kuaishou, Xigua, and Huoshan, China's short videos are gradually forming an industrial chain, and the market scale will further expand.

The richness of short video content and the diversity of its forms can provide brands with more fragmented, immersive and three-dimensional marketing content. The size of the short video advertising market will continue to rise .

In 2020, short videos will still remain in the spotlight, and all walks of life will upgrade and evolve around short videos. According to the prediction of Douyin MCN agency: In 2020, the DAU of short video apps including Douyin and Xiaohongshu will exceed 1 billion, and short videos will become the largest online traffic pool. As a result, new media people are racking their brains to enter the leading industry of short videos.

As a new form of short video, vlog is unstoppable in the future

Vertical KOLs have greater user stickiness, higher trust, and clear positioning. They have stronger ability to bring products in their professional fields and can better help brands with user positioning.

In 2020, I hope all new media people can seize opportunities and ride the wind and waves.