This may be a new watershed in the new media industry.
The Baidu App was brushed in the past few days, and found a very interesting thing: Sina Finance and Sina Technology opened a hundred-number, note: not content aggregation, but settled in the hundred. Although I have been able to search for content on portals such as NetEase, Sina, and Phoenix in Baidu, I used to need to jump to their respective web pages. Now I no longer need to jump, but read, comment, and follow directly in the Baidu App.
I think, This may be a new watershed in the new media industry.
Another choice for the portal
Although I have my own columns in every major portal, the fact that we can’t avoid is: The rise of the “Super App+” model directly captures the portal’s information distribution rights.
The “Super App+” players are divided into three categories: 1. WeChat public number and Weibo, two social media platforms; 2. Today’s headlines, a little information and UC, such as information flow platform; 3. Baidu App Such a “search + information flow” dual engine.
We have seen information on these platforms far more than the portal or its news client. Baidu App broke through 200 million in daily life; Weibo Q2MAU 486 million, up 55 million year-on-year; today’s headline DAU has exceeded 120 million… Unlike the portal news client App’s defensive, Super App users with “No.” are growing. . For the rise of the information flow model, the portal is in the eye. Three years ago, Netease, Sina, Sohu, Phoenix, and Tencent all launched their own “numbers”, introduced information flow models, launched various incentive plans, and some progressed faster. Some progress is slower, but overall they are at a disadvantage in the competition with the information flow app.
The reason is that the information flow platform is not burdened, the portal has been trying to find a balance between the information flow mode and the edit mode, and the information flow platform can let go of the personalized recommendation. The information flow platform does not have its ownThe creative team and the third-party authors only have no competition and no competition. The portal will inevitably have some resources to compete for. For example, the iPhone 11 conference, the portal editor made the content, and the third-party creators made the content. Who is the priority? It is difficult for the portal to answer this question well, and the information flow platform does not need to answer.
It is precisely because of this that the information flow platform has become a mainstream information distribution platform. Some creators have made adjustments to the platform distribution strategy. Take Ray Technology as an example. Initially, it adopts the “1+6+N” platform distribution strategy, 1 is the WeChat public number, and values its decentralized distribution capability; 6 is six The big content platform, headline number, Baijia number, NetEase number, Penguin number, one point number and big fish number, value its huge traffic; N is another content platform with a certain long tail value. This year, Lei Technology changed its platform strategy to “1+2+N”, 1 is still the WeChat public number, 2 is the platform of the headline number and Baijia number two fans, the traffic is relatively impressive, and N is the other content platform.
A chat and found that there are similar strategies, not just Ray Technology.
Perhaps it’s the realization of the channel rights of the Super App, which the portals have quietly adjusted their content distribution strategies this year.
Send content to Super App
Once a search engine, social network, or browser was used as an entry, users were imported into the portal’s website, where the portal placed various ads on the site, or deep conversions on vertical channels. In the era of mobile Internet, the problem of isolated islands makes this model difficult to get through. The portal invested a lot of energy to build its own app around 2013. Tencent News, Sohu News, Netease News, Phoenix News and Sina News launched a large-scale Advertising campaign. However, this real winner is the headline of today’s silence, which is won by the “1000-odd algorithm recommendation + sharing is the creation number”.
After the rise of today’s headlines, the information flow market competition was very fierce. The news client was launched on the “stream and number”. Baidu, UC and Weibo also built their own content ecology. In the most prosperous period, the market was simultaneously There are more than 20 different “number” platforms, and the content subsidy war has been as hot as the drop subsidy. However, it now appears that the portal has chosen to collaborate with the Super App rather than compete.