Zhang quan ling, as a well-known moderator of the tranquoise media complex, was able to show off the screen when she left the audience to look at the host's name and label, both as an adviser to the fortune corps and now as a partner in the purple bull foundation. She defines her own transboundaryity as a way for herself to jump out of an inherent mode of thinking (detailed in the titanium media's earlier report, zhang quan ling's resignation diary: “i'm going to jump out of a fish tank, not a big view, a solid mode of thinking”). Zhang zhang zhang qing, from the traditional to the new media, from app to micro-scene, talks about what content products can get into the investors' eyes
At the outset, zhang zhang qianjin stated that, as a television host, it was clear that the great difference between television and the network was in interaction, that the development of the new media contributed to an increased sense of participation by the audience, and that the question of how to attract audiences on this interactive platform was even greater。
Tools: power to seize user time
She said that app had a variety of interactions with users. New tools platforms interact with users and are naturally dramatic, but more drama is actually designed. How to write a story that allows users to have a greater sense of participation in the story, and that connects these crowds, and then the story becomes something that spreads -- that's how the content is likely to be produced in the future。
Citing the example of leopards, weather forecasters and the app, she said that the current era was a time of traffic competition, when people watched from the moon to the day, and now they were much longer than users, and who took the time was the winner of the future. Over the past year, the app of the tool type currently used at high frequency has begun to extend to related or unrelated content in order to attract users for longer periods of time。
Platform: ugc plays new tricks
In referring to the platform, zhang zhang quan ling is thinking mainly from three angles: content generation, user reading habits, and profit model. Take, for example, the models “what's worth buying” and the quality shopping guide. It is also about the content of fashion life, and the difference between the two is not about the vehicle but about the means of content production。
The contents of the precise shopping guide are chosen by editors, while 80-90 per cent of what is worth buying is ugc. Although they appear to be very similar, users experience dramatic changes. One can only profit from advertising, and one will not profit from advertising, but from the flow and sales of content. There is a clear trend towards enhanced content by the electricians of all trading platforms。
In that vein, she also predicted that the breakdown of the market industry media would die, such as real estate magazines, computer newspapers. Because the areas involved are the fastest to be reformed by electricians, they are the fastest to die. In addition, traditional aggregate-type information media are bound to die, with negative screens and mobile desktops becoming the main battlefield in the future. Cell phones are seen by many users as an extension, and since information can be received instantaneously and first-time transmissions become interactive, why wait until a fixed time to look at certain platforms, or even pay for them
What's more profitable? Video, video, video
Zhang quan ling indicated that she was still looking at content production, user habits and profit patterns, and found that the text was going to get lighter and the video wave was bound to rise. Videos will become more popular than articles. From social software such as facebook and twitter, it can be seen that the younger people prefer to read less, without thinking about the content. Although much less information is expressed by video during unit time, this form is bound to become a trend。
By way of example, she cited the idea of a record that did not allow for more than 1,800 words per article, since data showed that readings would decline dramatically if they exceeded 1,800 words. A large number of tweets have been published, and data analysis shows that a combination of 700 to 800 words is more appropriate。
Four content profit models
Zhang zhang quan ling believes that there are four models of content profitability: the first is knowledge services. The content itself sells money, like programming cats, which is knowledge service. The second is personality recommendation. The third most common is traffic distribution, which is advertising. The fourth is the ip category, which has become a new cultural product。
At the same time, at the end of his speech, zhang springs pointed out that there might be some need for the futureContent entrepreneurshipPeople need to pay particular attention to things. The first is that content entrepreneurs from most traditional industries prefer head content, but in fact the whole ecology encourages tail flow more. The emergence of tail forces is encouraged by the fact that the ecology is the most healthy and that no ecology wants to grow a giant tree that could reverse the ecology itself. Even if it started to push the platform to do head flow and then attract users, when the users were already on the platform, she would encourage tail flow and not let others turn me back, which content entrepreneurs must notice。
The second is that 2016 will be a year of video eruption, which will be more live. She said: “video is more expensive than recording in traditional concepts because it requires a lot of equipment, but the threshold for live broadcasting is now getting lower. So we sum up the first and the second, and the video comes up, and we put more emphasis on the tail flow, and the two things together are live. In the current state of broadcasting, it is much cheaper to broadcast live on a single phone than to edit a column later.”
Zhang springs suggested that, in the presence of large tail flows, the individual personality of the media becomes important, that only personality will allow you to produce content that is visible and that the next step after the creation of personality is the brand。
Here is zhang quan ling's speech:
Turns out when i was a tv host, i had one thing to do for the live. Because it's undecorated, it has a natural appeal to the audience. On live television, only events can affect the live broadcast process, not the audience. Because the audience cannot interact with me, the only form of interaction is to add filtered comments to the interviews or not to escape the basic setup of the program。
At the end of the new media, viewers can interact to influence the live broadcast process. But either the screen or the bottom review, you're not part of the show without you. So, how do we get a stronger sense of participation? How can a good story be associated with a road man who is completely unprepared? Is this possible for future content production
Tools: power to seize user time
The loss of weight, the process, the change, the nature of the story, is a very popular type of live broadcast. Can we do a diet reality show and interact with the scale? This is not technically difficult。
The weight scale is linked to the user's mobile phone app, which allows users to compare to the person who live on the reality show. Do the same thing, how light i am, how light he is? Can i hold on? Can he hold on? Such a comparison can be achieved by adding a simple function, and the sharing of users can create a new spread among their friends。
It can be seen that content is generated in a way that is completely different from the entry of these inexplicable “media”. There are possibilities for brain holes to expand indefinitely, and they can generate new topics and self-perceptions about the matter。
App and users interact in a variety of ways. New tools platforms interact with users and are naturally dramatic, but more drama is actually designed. How to write a story that allows users to have a greater sense of participation in the story, and that connects these crowds, and then the story becomes something that spreads -- that's how the content is likely to be produced in the future。
For example, leopards move such tool matrix software, clean up garbage, do safety, be battery doctors, and make a lock screen. In practice, this high-frequency practical tool can only extend the user's time through content extensions. When you've got 600 million live users, you'll be thinking, why don't they just run on our app for 17 seconds and see him down there
App, the weather forecast type, can't you show you two news items besides the weather? If it is accepted that this is what a person needs, then why open a window and look at it? And worse -- i don't want app. Can i have negative screens? Why would i need to light an app to read it
Competition has become terrible. Do you understand how hard it is to start a new business? The whole flow is more concentrated in the head of the app, for example, how long the news has taken, how long the tweets have taken, how long all the app plus one can take. When the head is getting bigger and bigger, there is only one thing in the world that is fair: a person has only 24 hours a day. So who takes the time and who is the winner of the future。
In the age of competition for traffic, people are looking from the moon to the day, and now they are going to be more long than users. Domestic 1. 3 billion and global 7 billion have reached the ceiling. 24 hours each, whoever takes more time wins. It can be observed that the app of the tool type used at hf has begun to extend to related or irrelevant content over the past year in order to attract users for longer periods of time。
Platform: ugc plays new tricks
Facebook, today's headline, yy, is the three magical platforms that claim they don't produce content, they're just porters of content, and they actually play tricks。
The traditional orientation of the fbi is a social platform. In fact, it is very strong in comparison to twitter, except for the absence of a closed circle. It is very strange that the fb can increase the reading time of users, the number of readings and the number of hits by sending advertisements, and that, once the number of advertisements is reduced, the daily activity of users will decline throughout the platform. It is evident that the fbi has made advertising a flow of information that users need。
Today's headlines claim to be a personalized search engine, whereas the platform actually has 73 per cent of articles coming from the headlines this year, a figure of just over 10 per cent a year ago。
As a live platform, yy is actually doing the work of a ensemble director, programming, setting rules for activities and selecting actors. Although the platform is up to the users themselves, the theme is yy, the rules are yy, and even the actors are their own. Yy has a team of star scouts dedicated to exploiting the red potential unit of the net, then packing it up and getting it to the platform
Now you're excited about the content. Since so many people who did not seem to be doing what they were doing, content must become a scarce resource, at least one that everyone liked. But the question is, is there a price for something that is valuable in this world? Is it true that the person who does the work will produce high value
Since so many apps that appear to be close to content production are doing their work, even hardware traders are targeting the market; before discussing who will be seen by investors, let's see who will die。
I think mainly from three angles: content generation, user reading habits, profit patterns. Take, for example, the model of what is worth buying and the quality shopping guide. It is also about the content of fashion life, and the difference between the two is not about the vehicle but about the means of content production. The way content is produced has changed, as has the confidence of clients。
The contents of the quality shopping guide are selected by the editor and are actually viewed by the reader as a thick ad. By default, the user received an advertisement when he received the precise shopping guide, so the user looked at what should be bought, but thought it was an advertisement because the content came from the service provider。
And what is worth buying 80-90 percent of the content is ugc. The more than 100 editors of the app do three things: kick a micromerger, retain a commenter and make a good split for these good users. Until now, because of the large number of ugcs, users used them to acquiesce in their authenticity. Users who want to buy something on other websites go to the app first and find out if the comment value is not worth buying。
So while the two appear to be very similar, the user experience changes dramatically. One can only profit from advertising, and one will not profit from advertising, but from the flow and sales of content. There is a clear trend towards enhanced content by the electricians of all trading platforms。
Along those lines, it was predicted that the breakdown of the market industry media would die, such as real estate magazines, computer newspapers. The latter are the fastest to die because of the fastest reforms in the fields covered by the latter。
In addition, traditional aggregate media are bound to die. In the future, negative screens and mobile desktops will be the main battlefield. Cell phones are seen by many users as an extension, and since information can be received instantaneously and first-time transmissions become interactive, why wait until a fixed time to look at certain platforms, or even pay for them
The problem is again. What about the editors of these platforms? In the future, their work will be to teach machines, to teach them how to send information and label content with human intelligence. However, the machine learns quickly, and then what happens to the editor
Many media people are confused about transition and entrepreneurship. I think small businesses are a good option for individuals, especially for cultural workers with a cultural sense. If it is to be clear where death is more important, do not end up losing opportunity on a dying platform。
What's more profitable? Video, video, video
I still see it from the perspective of content production, user habits and profit patterns, with the lightening of the text and the inevitable rise of video waves。
Every article does not allow more than 1,800 words in the layout thinking, because data reveal that if more than 1,800 words are used, the number of readers will drop sharply. A large number of tweets have been published, and data analysis shows that a combination of 700 to 800 words is more appropriate。
Videos will become more popular than articles. From social software such as facebook and twitter, it can be seen that the younger people prefer to read less, without thinking about the content. Although much less information is expressed by video during unit time, this form is bound to become a trend。
Another reason why the video is bound to rise is because of the mode of realization. At the end of the text, there's only a single spot, a traffic ad, like a record. However, what is really worth is a brand ad that can tell a brand story, and so far there is only one video mode. Only a platform that provides video content can get brand advertisements from the advertiser, who really likes them。
What do investors like
I've also invested in something. So where do i put it? There is a micro-intelligence public call "mixed" and the creator is called "mixed" and he now has about 700,000 fans, and he has never done anything to promote it, but every article has an opening rate of nearly 300,000. He writes historical analyses, drawings, stable content production, platforms like this very high flow, and receives advertisements that are far from normal。
This is a typical project with an ip potential. It's a simple formula that i set myself up, and the essence of investment is to turn many phenomena into a formula, write one to myself, agree that it's right, and then take the money and gamble, and win that formula。
The second is called "mother of the year" and it's also a micro-intelligence public sign for distribution, which already has 800,000 fans, a rather good public sign in mother-and-child articles. First of all, i think the opening rate is a very important number. What is the market share of this micro-sign? How many of the existing fans are looking at every day can tell how much sticky they are. It's not about content, it's about users, because it's about profit-making through users, it's about just an entry point for loading users in and leaving them on this platform, and it's about something that's used to “touch” them。
The third is called "program cat," and my son is his loyal user, who learns to program on the computer. I think programming is the language of the world to come, and this programming project is visualized and does not need to write any code, it's a well-designed “cat”, and the story is made up, and all users have to do is let the programming cat walk 10 steps forward, and then say one thing and make it themselves。
The fourth is on the education system, where a psychologist named zhang yi-chul, whom i met on television, developed a series of knowledge systems for child emotional education, helping parents and children grow up to be happy people in the chamber of advanced commerce, telling users how old their children are going to start doing what they do and how, which is not a simple lesson, but a child's own story and game. She told users that this week you just listen to the story and remember the last slogan of the story, and in what circumstances the child repeats it, and what the parents should do. And within a week, parents and children will sign up on that public sign to prove that i've done this, and then sell a game product, and children can play with their parents。
The last one i didn't put in was "rocking minds." this is a particularly strange brand, with about 90 teams at present, and only two people a week to record. All that remains is technology and operation. To be truly a profitable platform, it is even more important to be an electrician, to operate and to have technology. One thing i particularly admire is the fact that the book "theory" was sold some time ago, and in order to explain to you what it was like, they made a live video, and all the channels at the back end were set up in "theory thinking," which was developed by their own technical team, and i have not yet seen such a smooth start-up company on the micro-message。
Four ways of making content profitable
In my view, content is profitable in four ways: the first is knowledge service. The content itself sells money, like programming cats, which is knowledge service. The second is personality recommendation. Like the old cake mom. The other category, which may not necessarily be sales, may be other types of services, such as an entry point for tourism. The third most common is traffic distribution, which is advertising. The fourth is the ip category, which has become a new cultural product。
So what's the big trend? When we look at an investment, we look not only at the pattern and the current state, but more at change. I'm meeting teams all day, and i've been thinking for 60 per cent of my time, what does change mean? What is the next trend? What possibilities and technologies are born that will lead to significant changes in the current plate? So i'm going to judge what's going to happen。
So there may be something in the future that requires the special attention of content entrepreneurs。
The first is that content entrepreneurs from most traditional industries prefer head content, but in fact the whole ecology encourages tail flow more, including telecommunication. The emergence of tail forces is encouraged by the fact that the ecology is the most healthy and that no ecology wants to grow a giant tree that could reverse the ecology itself. Even if i started to push this platform to do head flow and then attract users, when the users are already on this platform, i must encourage tail flow and not let others turn me back. That's what content entrepreneurs have to notice, and that's how important it is for my multi-platform distribution。
Second, 2016 will be a year of video explosion, which will be more live. The traditional concept of live broadcasting is more expensive than recording, as it requires a large amount of equipment, but the threshold is now lower. So we sum up the first and the second, and the video comes up, and we put more emphasis on the tail flow, and the two things together are live. In the current state of coverage, the cost of live live live on a single phone is much cheaper than doing a later editing in a column。
In the case of large tail flows, individual personality becomes important, may be virtual, may be physical, may be cataloguing and may be sheep and sheep. This is a possibility, and this personality becomes very important. In addition, the content that only personality can keep you producing is seen. You'll find some numbers like this, and i'm writing a good article today, and i may have just hit a flashpoint, with tens of thousands of readings, falling back 2,000 tomorrow, because it's difficult to keep flowing without forming a person's personality, not something that develops on the basis of that personality。
What's next? The next step after the creation of the personality is the brand, and it is time to think again, that i did not write this thing to make me complete my dream, that we operate essentially as users, so we still have to see where the users are. Who are the users? What are their needs? It's only when we know where it goes that i don't waste my money。
