ApparentlyHeadlineAndI knowThe fighting has only just begun, and the two products are interesting to learn from each other and to improve。
One, two different logics
Today's headlines start from the grass roots of the media traffic dividend until early 2017, when the headline product was significantly recast and the focus placed on the front page before it was recommendedContentsLow hat. Despite zhang's firm belief that algorithms are non-biased, attention goes to “big v” and to the subjects of concern, far more efficiently than the machine recommends。
(the front page of the left chart shows that it's actually "care" rather than "recommend" and that the flow of goku questions and answers is increased in the front page)
However, it is clear that the first version of the list is available in version 2. 0, with the earliest core user programmers and it staff, and is then extended to a wide range of professionals and university students. As users are aware of the tens of millions that can be asked, most of the answers can be found. The questions that arise are either remote or hot; the threshold for answers is lower and the depth of analysis is not as high as the blasts and strips. The “know the elite” had to admit that its quality was diluting, not that today's headlines took more than 300 large vs and suddenly watered。
The headline today is a moving-end push product, while the pc has more content-editing backstages, with little traffic. But knowing that from the outset it was for the white collar sitting in front of the computer, the question-and-answer mode is often one in which users search for questions or answers on their own initiative, and experience with pc site reading, mouse clicks, keyboard output is clearly better than on the mobile side。
In the platform's liquidity model, today's headline is the information flow advertising model, largely based on a charge to the b-end entrepreneur, while the known “market” of live, bookshop, fee advice etc. Are charged directly to the c-end user. The user fee ensures that the user is free from advertising, but the platform is made up of thin water, far less than the ad mode is used to collect money。
The content matrix of today's headlines is expanding in “information + pan entertainment + questions and answers” and has considerable added space in user daily activity and data. Knowing that the ire index has not been installed to date for more than 35 million people, the user's sense of superiority has always been so high that, on august 29th, the highest response to the question “how to see more than 300 known stories of the great v being dug up” was a perfect illustration of “pulling”: “thanking today's headlines for their knowledge of the clean environment”。
(the comparison of daily data is based on the eri app index, which is not appropriate for such a rough comparison, but highlights the fact that the advantages of today's headlines are in traffic and the perceived advantages are in quality)
Ii. Known new weapon - “ideology”, socialization looks beautiful
The headline mining operation, which had been locked up on the basis of the desired topic of interest and had been met on a case-by-case basis, was only now under discussion and so many large vs had stopped and could not have been unprepared. One would say that hundreds of big vs go and it doesn't matter, but it ignores the role of the big vs, thinking that weibo used to be the main market for small rice fans, and that today's headlines have been turned over by rice's executives. On 21 august, a “ideology” product, measured on the line, was once interpreted as microblogging。
In the knowledge of long and deep-scale farming, “thinks” are certainly easy to run; the founders zhou zhou, coo zhang zhi, are personally “thinks” and interact with those who are interested in it; and the question and answer to the headline of the day is shallow and more difficult to use than outside assistance。
The problem with ideas is that: (1) the idea may not be the source, but rather the place of circulation of the dynamics of the circle of friends; (2) the idea is not an entirely new product, with previously known personal dynamics being shared, the entrance being deeper, and the “think” feature being added to the axis of time and valued on the front page; (3) the flow remains scarce, even the idea of the source is only 770,000 people interested, and the operator's “applause” depends on the number of persons of concern, in other words, no flow support for what is known to be small or medium v。
“ideas” are more relevant to the knowledge and reinforce the frequency of interaction between kol and fans and allow users to stay in the knowledge for longer periods. The dilemma is that it is not possible to untie the testing gate at once, otherwise the knowledgeable high-quality content will be further fragmented and hydrated; for small and medium-sized kol, the idea is not as active as the circle of friends, and it is also a question whether it will be possible to endure loneliness. To look back on the headline today and ask questions and questions, there is more than a bare foot to wear a shoe, and any slight improvement would exceed the expectations of users。
What worries me is whether “think” will turn into a second microblogging; but the idea is certainly an important move from a question-and-answer community to a mobile society, where social products are too high to be active and die without it, and where it is difficult for the platform to hold back from ugc in order to keep users active。
As a matter of fact, xing does not see the opportunity for microblogging, which is more open to the public than other mobile products, better suited to business or stars for sns marketing, and where the voice of big v is still preferred to microblogging, and where it is difficult to let go of the cold。
Iii. Illustrative product characteristics, meaning a move towards mediocrity
Unlike being aware that questions and answers are the starting point for solving professional problems, today's headline questions and answers are more of a response to user surprises. Friends who operate headlines find it always easier to get systematic recommendations with problematic titles than with positive sentences. The focus of the headline question-and-answer model is on changing the reading mode of the text from the media, the reader's commentary, and further flattening the user participation and the creative threshold; according to assung, it is comparable to today's headlines in terms of the intensity of the commentary, and perhaps only the e-newsable web-to-news to follow。
(as the subject is less knowledgeable, the headline is more curious, and a short video is remitted, but the line between the two is increasingly blurred)
What makes headlines today is the flow of information between a variety of product forms, such as news, microblogging, short video, live broadcasts, questions and answers, both to hatch a separate app to raise the group's valuation and to form a super-mix media on the mobile side。
But this is also the soft side of the headline, which, as has been pointed out earlier, is more of a “careful” article on the front page of today’s head page, which is an ill-functioning curve-saving country. But today's headlines are turning to the production of content in a “person-to-person” form, and the large vs are in the field, and the small and medium vs, which were previously plowed on the platform, can be reduced in traffic。
Together with today's headlines, which can only “content” achieve another level of ambition beyond the bat, it does everything, and may end up being nothing. In addition to the question-and-answer community and weibo mentioned above, there are headlines for a search outside the shopping mall, a growing number of headline enemies, and i wonder if the headlines will be followed by a big v。
The greatest problem with the perception of the traditionally “sun and snow” is probably not the introduction of fragmentation “thinks” to increase activity, but rather the retention of a large number of platforms hatched and of high-quality “polls” to maintain high-frequency activity in the knowledge circles。
It is because of the increased fragmentation that other products come online in their own version of the circle of friends that the value of questions and answers to encourage highly educated people to produce deep content is highlighted。
What is the greatest amount of writing and cognitive surplus? Probably totally beyond your imagination。
To take the example of the “school quarters” that were painted in march of this year, xing noted that the first 100,000+ for the school district was the most popular post on the subject of a higher school, the public number of which was reproduced in full by one of the netizens. This post critical of the beijing house price triggered the butterfly effect of the discussion on the purchase of the house, which doubled in a lamentation this year
It's a lot like that
The approximation mechanism of knowing the product identifies many of the g points for mass communication precisely by the media, and completely throws the headlines on the content of the user's active output. Many self-messages, marketing numbers are learning about the content or cleaning, and content is used as a natural repository of content and the fate of marrying others。
As for the knowledge-paying and information flow ideas, there was no great breakthrough in the traditional niches that operated in the question-and-answer community, the more users answered the question-and-answer mode, the more similar questions were invited, such as the occasional one on shared bicycles being praised, and the vast majority of the 233 questions in the back room were about shared bicycles, many of which were repetitive。
In addition to the questions and answers, there is a focus on “know-the-box”, which is the first page of the page, while the content producer's flow recommendations are far behind the headline; many of the high-quality content of the author is almost unsuspecting; boring gossip dominates, and a decline in user activity in producing high-quality content is inevitable. Old big v is lured away by profit, while new big v is slowly growing, perhaps the greatest dilemma。
Finally:
The so-called “time battleground” is the most bizarre theory of fatherhood, making the most distinctively differentiated products from the one in the past to the one in which the products now pile up on the information stream, ask questions, make live broadcasts, focus their energy on each other, and support the new business. The features inherent in the final product were eroded, with the expectation that the user time would be extended, and that it might eventually lead to the loss of a large number of users as a result of the departure of the medium-end core producers, whose growing and growing number of products are becoming more and more similar, and that users are willing to become more condensed in microcrets, without even opening their desire。
