This article is transferred from WeChat public account Thunder Technology (ID: leitech) , editor: Bai Zhengming, title picture: Visual China, the original title” Headline Search and Push Independent Application, How Much Fatty Can I Take From Baidu? ” 》
The always low-key byte beating on the launch of new products has recently brought an independent application of headline search, announcing the formal entry of new players in search engines.
Strengthen search concepts and integrate byte-based content
Headline Search has been launched in the mainstream Android application market in China, but it has not yet been purchased in large numbers for promotion as in most byte-based applications. It can be downloaded and installed now, and we also experienced it as soon as possible.
Starting the splash screen will display the headline search slogan “The headline is what you want to search”, which may mean that the headline search can accurately display the search results corresponding to keywords, or it may refer to today’s headline machine learning distribution The mechanism has reached the point where it can accurately learn the needs of users.
Different from the first online version of the headline search, which has only a search box (later added with real-time hot search display), the homepage of the headline search application uses information that is almost the same as today ’s headline.Stream interface, just make the search box more conspicuous. This is similar to the current design of Baidu App, which is also the top search box + information flow presentation.
Headline Search now has a certain search capability, which can provide relevant search results for keywords, or directly provide corresponding results for special keywords such as calendar, weather, mathematical operations, topics, books, etc. It is close to the mainstream mobile search applications, and there is still a lot of room for improvement.
As far as search results are concerned, headline search will in some cases give priority to content from within the byte system application. Today ’s headlines, interactive encyclopedia pages, and answers to Goku ’s Q & A, external results will be marked with “full “Net”. Headline search is basically in line with the mainstream mobile experience, and there are some differences from the traditional search engine of the entire network.
In addition to guiding in the search results, the bottom navigation left “Video” and “Small Video” for watermelon video and Douyin (including Douyin volcano version), showing the status of the video content in byte beating. There is no obvious entry, but my bookshelf appears under the “My” page, which is expected to connect with the tomato novel that has been promoted in the near future.
In general, the current version of the headline search application can basically be regarded as a copy of today’s headline. The latter provides functions that can be found in the former, only visually increasing the importance of the search box. . It is not surprising that such a situation will occur. The headline search capability has long been reflected in today’s headline. For the time being, there is no room for differentiation for independent search applications.
Bob will not miss the revenue opportunity of search
Since the independent application is not much different from the previous comprehensive application, why did Toutiao launch it as an independent product? After the mobile Internet became the mainstream of the Internet, search engine narratives dissipated with the popularity of mobile application experiences. Why do byte skips and other competitors still get together to do searches?
This may have something to do with the benefits that Byte Beat expects on search. They are the value of search engines as a traffic portal, the value of packaging and distributing content to users, and the value of occupying search engine highlands in the information distribution strategy. At the 2019 headline conference, the “one horizontal and one vertical concept” was proposed, which is located in The long end of the way is the search engine.
Search engines have contained huge amounts of traffic since entering the era of navigation stations, or after the rise of the mobile Internet. Even though personalized push is popular in almost all applications, there are still many people who tend to get content through the search box. For the byte-based system that is more dependent on traffic for profit, this is a fat that cannot be missed.
According to the 44th “Statistical Report on Internet Development in China” issued by CNNIC, as of June 2019, the number of Chinese search engine users is still growing, reaching 695 million, accounting for 81.3% of all Internet users. The energy of the search engine is also reflected in Baidu’s financial report: revenue in 2019 reached 107.4 billion yuan, of which online advertising related to search engines accounted for 72.7%.
The ability to search for headlines has appeared in today ’s headlines, but most users do n’t see it as a full-featured search engine, only as a search function provided in the app. The independence of the headline search brand also helps users to visually recognize the product, thereby enhancing their competitiveness in the advertising business.
After years of development, ByteDance now has a fairly large content pool: headlines are in the media and graphic content provided by the media, information videos on watermelon videos, entertainment content, and a wave of popularity on the Spring Festival. Movie and TV show screening, Douyin and Douyin Volcano Edition cover first and second tier citiesShort videos for youth and multi-age users in sinking markets
However, byte-based applications have not seen a single application content from all applications. After all, there are differences in content positioning, which cannot be perfectly distinguished by the push engine alone. If you want to break the barriers of content distribution, search engines are a good form of accomplishing this task. Providing user-requested content is more important than inappropriate.
Search for any keyword to get content including, but not limited to, text, Q & A, encyclopedia, novel, audio, video, short video, and live broadcast. It is helpful for users to improve search efficiency. The opening of headline search for the entire network content may also lead to external and byte system cooperation and release the energy of hundreds of millions of users.
The well-known byte-beating “Famous Martial Arts” is the earliest personalized distribution applied on today’s headlines. It learns personal information preferences and pushes content to improve active time and frequency. Byte-based applications have gained tremendous growth momentum, and today’s headlines and tremolo short videos can become the leading role of the track without the credit of content distribution.
Byte Beat also realized that personalized distribution will inevitably have the “cocoon effect” side effect, and people will only receive content that they are interested in or like, closing the channel for receiving other information . Today’s headlines have made multiple attempts. In addition to improving the diversity of push content, the introduction of headline search is also a major focus.
Search aggregates a variety of content, giving users a broader perspective on how to obtain information. It can also compare and filter multiple pieces of information obtained at the same time, ultimately improving the efficiency and quality of obtaining information. Distributing correlation results increases information density and value. ByteDance believes that this is the best way for Toutiao to achieve its “universal information platform” mission today.
New search engines need to face strong competitors
As a search engine, providing as many and as accurate search results as possible is the inevitable direction of headline search, but while the basic skills need to be solved, there are also issues such asHe and the competitors in the market to rob users of the required courses need to face. The search engine market is not like an information client or a short video. There are long-standing and powerful competitors.
Unlike the fierce competition between Baidu and Google in the search engine market ten years ago, Baidu is now the leader in the search engine market, with both desktop and mobile shares exceeding 70%. Providing a composite form of search results, content distribution, and functional applets on the mobile terminal also gave Baidu a moat that cannot be ignored in the mobile era.
Besides Baidu, Sogou, Shenma, and 360 each occupy the remaining market share in the search engine market, and continue to increase market share through its application diversion, mobile phone manufacturer cooperation customization, and navigation station steering. Although it has not formed an advantage on the desktop, the more diverse forms of the mobile era have allowed these search engines to continue to grow.
Tencent behind Sogou, Alibaba and 360 behind Shenma are not Internet vendors who will easily give up the important entry of search engines. So for a period of time to be seen in the future, not only should Baidu think about how to deal with these challenges, but headline search should also look for opportunities to break through.
Alibaba has even launched a “next-generation” search app for market segments, the quark that was originally launched in the browser form. After multiple iterations, it has the characteristics of directly providing search results, intelligently displaying content, image search, and voice interaction, simplifying the search method in more dimensions to meet user needs.
WeChat is also a competitor that cannot be ignored in headline search, and now has a content pool similar to byte beat: public account articles, videos, QQ music, applets, video number content, and WeChat provides almost no external content The index is only searchable internally and becomes a “blind spot” for search engines.
The large-scale popular promotion method of byte-based applications may allow headline search to enter many users ’mobile phones like other products, but to retain users and convert them into actual digital and advertising revenue, Find more ways to provide differentiation and advantage. This is also the mobile interaction in recent yearsThe trend of online popular applications is more attractive to provide different fresh value.
At this stage, the promotion of headline search is still very old-fashioned: According to several media reports, Xiaomi’s built-in browser has begun to set headline search as the default search engine. It is effective to attract mobile phone manufacturers to pre-install the system, but if you want to keep users from switching to other search engines, you must work hard on the breadth and accuracy of search results.
No matter which historical field, whenever there is a powerful new role, it is likely to usher in no small changes. This is the case with the smart phone market ten years ago, and the ancient Internet service such as search engine has also ushered in. new player.
At this stage, there are not many clues to the headline search. What kind of difference and trend will it bring? It is the expectation that the byte bounce will be left to the Internet in the next few quarters and even years.