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Byte, which is regarded as Baidu’s most powerful competitor, beats faster and faster on the path of chasing the former, and now it has launched another new product against Baidu.

Byte Beat new product debuts in a low profile

According to Tech Planet, just like the low-profile launch of Toutiao’s independent application, ByteDance quietly launched Toutiao encyclopedia products. The headline encyclopedia’s slogan is “Here, know the world!” And uses baike.com as the domain name. This domain name comes from the interactive encyclopedia acquired by bytebeat in September 2019.

The current version of the headline encyclopedia is relatively simple. The desktop webpage is still an interactive encyclopedia. The headline encyclopedia is displayed only when accessed from the mobile terminal. The homepage only has a logo and search box. Today, the search results of Toutiao and Toutiao search will give priority to the content from Toutiao encyclopedia, and the encyclopedia channels are listed separately.

After entering keywords in the search box, it will jump to the corresponding encyclopedia entry. The content comes from interactive encyclopedia and other content sources. The information richness is similar to Baidu encyclopedia and other mainstream Chinese encyclopedia content. Toutiao Encyclopedia currently has only graphics and video-based content presentation methods, and there is no voice reading and community communication function of Baidu Encyclopedia.

Interactive Encyclopedia previously issued an announcement on March 1, 2020, stating that it will be revised and upgraded on April 30, and the original account system will also be offline. This action is generally regarded by the outside world as the headline encyclopedia is about to be fully launched, while providing content services for mobile and desktop.

From today’s headline information distribution, to micro-headline community communication, headline search and integration of multiple categories, Wukong Q & A accumulation and interaction, and the emergence of more professional and authoritative headline encyclopedia, today’s headline has formed a closed loop for information distribution. At least in terms of providing users with information and content product forms, today’s headline presents a situation that competes with Baidu mobile applications.

Toutiao is trying to guide users to set up Toutiao to search and get encyclopediaThe user mind of the content. Taking the recently launched headline search “National Search Collection Materials” activity as an example, the visual design of the search box on the home page is used to attract users, and the goal of the activity is also to perform a keyword search or view the encyclopedia entry such as the task, and match the activity Rewards etc.

It can be seen that although the content currently on the line is relatively thin, ByteDance has begun to tilt the resources provided by Toutiao.com. Perhaps after the official launch of Toutiao in May, it will bring more comprehensive content. Byte bounce often invests a lot of resources in the data growth stage of new products, and headline encyclopedia may also become a strong competitor in encyclopedia products under the promotion of the group.

In particular, before the byte-beating headlines Encyclopedia surfaced, there was already a Wiki-style encyclopedia product headline encyclopedia established in 2015. The domain name toutiaobaike.com also belongs to the Shenzhen story behind this product. Culture Media Co., Ltd. ByteDance may have solved potential problems with names, trademarks, domain names, etc., only to formally enter new areas.

Internet companies need encyclopedia

The most mainstream pioneer of encyclopedia products is Wikipedia launched by Jimmy Wales in 2001. It aims to provide an encyclopedia that everyone can browse and everyone can edit on the Internet. So far, 301 languages ​​have been developed, 47 million entries. Because of its tool attributes for providing knowledge and content, it has become the world’s leading website for access.

Due to differences in culture and experience, Wikipedia has not become a mainstream product used by the Chinese, and products such as Interactive Encyclopedia and Baidu Encyclopedia have been launched on the Chinese network. Unlike the independent sites of Wikipedia and Interactive Encyclopedia, Baidu Encyclopedia is backed by the huge traffic of Baidu search and has become the largest encyclopedia product in terms of user size and visits.

Even if there is no fully verified commercialization method, the leading of encyclopedia products in data makes Internet manufacturers around the world realize that users ’demand for this product form can use this to keep users in their own search engines. And content distribution ecology. So Google, Tencent, Sogou, 360 and other companiesThe industry has launched its own encyclopedia products.

But this raises another question. Where does the content come from? The editors of encyclopedia entries with professional knowledge are mostly limited in energy and tend to brand, and only provide content output on a single encyclopedia product. This will be detrimental to subsequent encyclopedia products, and users will not be able to obtain content that meets their needs, and will naturally be lost.

Baidu Encyclopedia is relatively lucky, sitting on two key points: First, the content of Chinese Encyclopedia was not rich when it was launched in 2006, leaving room for growth to form a difference from Wikipedia; second, Baidu was already a market at the time The leading search engine, so Baidu Encyclopedia is displayed first in the search results, and the entry editing team can be fully supplemented.

The interactive encyclopedia has first-in-class differentiated content, and after the website program is open source, the entire network information obtained from the vertical sites participating in encyclopedia building can survive in a relatively disadvantaged situation. Sogou Encyclopedia is backed by Sogou input method, Sogou browser and other new-generation Internet portals, plus the help of the merged Tencent Soso.

360, which is trying to compete with Baidu in the search field, has also launched a series of products such as encyclopedia, Q & A, maps, and libraries. 360 selection and interactive encyclopedia cooperation in the construction of encyclopedia content. Interactive Encyclopedia provides a richer content library for 360 search. Afterwards, 360’s user group from the diversion gradually gained its own content production community.

Although everyone has entered this field, no matter which commercial Internet company directly benefits from Wikipedia itself, the identity of knowledge-based products makes users less motivated when facing advertising or payment . Everyone needs Wikipedia to provide straightforward information, making it an important part of maintaining user activity.

The purpose of creating the headline encyclopedia by byte beating may be precisely for this reason, to provide richer content support for today’s headline and the headline search of independent applications. The current headline search is relatively inclined to byte-based content in the results. Naturally, it is inseparable from its own encyclopedia products.

In terms of ensuring the growth of users, byte bounce has always been Fengchi Motors, which can provide a lot of resources in a short time.And create a pretty good number of users. Whether it’s games, education, or today’s encyclopedia, user data continues to climb, and the revenue has exceeded 100 billion bytes, perhaps not far from the day of listing.

Doing user motivation is the first step

Behind the unabated popularity of encyclopedia products, is the objective fact that users ’needs for information always exist. In recent years, the hot knowledge payment, question answering community, and adult education market have also emerged as a result, providing a large number of jobs, and also bringing a variety of sharing channels to people with professional knowledge content.

However, before making the headline encyclopedia, byte bounce needs to solve the problem raised in the previous paragraph, that is, where the encyclopedia content comes from. After nearly 20 years of development of Encyclopedia products, it has presented two forms of community content composed of users, and professional editorial teams constituting authoritative and reliable content.

Interactive Encyclopedia, Wikipedia and Baidu Encyclopedia take the form of community-provided content. It does not require the encyclopedia operator to invest too much manpower, relying on the enthusiasm of the user community to complete the creation, editing and later maintenance of the entry content. The current version of the headline encyclopedia retains the user upload content statement in the interactive encyclopedia era, and the desktop version will also provide an editing portal when it is officially launched.

The fact that the community model also lacks professionalism. Anyone can participate means that the content level is inconsistent, and the professional value cannot be compared with the content of authoritative creators. This problem has not been effectively resolved, and even the relatively rigorous Wikipedia is also not recognized by papers and other scenarios.

If you invest in professional editing, byte beating requires cost and time to go to a reliable team and output content like a professional publishing agency or media. This form can ensure that the content has sufficient reliability, and can also establish sufficient authority in the user group, however, the manpower limit will always limit the number of entries.

The best way is probably a professional editor to control the content direction and key words of the entire encyclopedia, and then attract the user community to participate in the composite form of co-creation. It can provide enough credible content without worrying about the shortcomings of limited team forms such as timeliness and breadth.

In the process of building a user community, Toutiao may have to be careful not to repeat the mistakes of Wukong Q & A. In the Q & A community product, Wukong Q & A form is more clear, professional and entertaining are involved: Like Zhihu, video answers are introduced to meet the diverse needs of creative forms, Q & A push based on user portraits and geographic location For most of the timeOnly the part of the user who consumes the content provides opportunities for participation.

Byte Beat had high hopes for the Wukong Q & A. Not only did it separate early brands and applications from today ’s headlines, and to guide users to provide high-quality answers through operations, products and 1 billion subsidies, it was also reported that “Big V” to consolidate the professional foundation of content. However, today’s headlines and other byte-beating methodologies for rapid start-up have not been tested again.

There have been quite a lot of opinions and discussions about why Wukong Q & A did not reach the height of byte-based head products. In the discussion around Goku Q & A, a considerable part of the theme was “How to get cash income from Goku Q & A”. Attracting content with rewards has been verified, but the Q & A community is not just composed of answers, but simply pursuing profits instead creates an imbalance.

Toutiao Encyclopedia also needs to pay attention to this point. It is inevitable that users need to participate in the content construction team. Whether they can do a good incentive strategy and a complete positive feedback mechanism will affect the content of the encyclopedia to a large extent quality. With the inherent impression that “encyclopedia” has authority and professionalism since the age of traditional publications, users will naturally place higher demands on the content.

How far Toutiaopedia can go in the future, the users who first noticed it might play a key role.