This article is from the wechat public account “Wannengdedashu” (ID: Wannengdedashu).
PR is the most routine and basic work, but also the most powerful work. Now, the user does not like to see advertorials more and more.
As anyone who has done PR knows, most of the time, do users have enough time to see our manuscripts? Touch reached, that user after all like to see? What did they remember? Will they share? We don’t know. At the same time, all PR work is advancing data and visualization in an overall way, so the question is, are your manuscripts just SEO’s?
You just got the “Toutiao Mobile News Report for the first half of 2017” to talk about the trend of upgrading content consumption.
Before we go into specifics, let’s talk about the value of Toutiao.
As of October 2016, Toutiao has accumulated 600 million active users, according to the previous public speech of its founder Zhang Yiming. According to QuestMobile’s Q2 Summer 2017 Mobile Internet Report, headline monthly live users reached 170 million.
Uncle believes that although there are wechat entrance “blessing”, but the headline from the data surpassed Tencent news, should be only a matter of time. Toutiao’s trove of user data is therefore valuable to any brand doing online marketing.
In addition to the huge number of users, in fact, the way users consume information and habits are changing all the time. An important cut-off point is in April this year, “toutiao Index” officially launched. As a data company focused on “intelligent content distribution”, Toutiao has natural technological advantages in user profiles, reading habits and public opinion analysis.
Du Also predicted that a new public relations evaluation system would be established, including a “micro index” (weibo), a “wechat Index” and a “toutiao Index”. Among them, the micro index and wechat index focus on the social circle, while the toutiao index focuses on the user consumption information scene.
So the question is, do the 600 million users of Toutiao, the new pr rating system, really stop reading advertorials? More on that.
1. The number of short videos consumed by users exceeded that of text and text for the first time
Data from Toutiao in the first half of this year showed strong demand for short videos, with overall content data rising by more than 60 percent year-on-year, while the number of messages consumed rose by more than 30 percent to 585.3 billion. Among them, the proportion of short video consumption time kept rising, reaching 56.14%. In other words, nearly 60% of users are actually watching short videos when they watch news, and the threshold of 50% actually reached in the second half of last year, and further strengthened in the first half of this year.
It is worth mentioning that, compared with the two types of information, text and pictures, the consumption length of single short video is longer, and the proportion of consumption quantity of short video increases and exceeds that of text and pictures for the first time, driving the accelerated growth of average consumption length of information. The average user consumes 46 messages a day, including 20 short videos.
In terms of information sharing, users’ intention to share short videos is much higher than that of pictures, pictures and information, especially in sports, entertainment and digital categories ranked second and third respectively. This is a very clear signal for brands: if you want people to watch your content and share it with their friends or circles of friends, short videos are better than others, especially sports.
Second, users have become tired of funny and entertaining content
You might ask, what are people watching when they’re watching short videos? According to Toutiao, the top four categories of short video consumption are games, food, fun and entertainment, while the top four categories of short video consumption are fun, entertainment, games and food. Among them, short videos of games and food with consumption duration of 1-2 minutes are the most popular, which is very reference for we media and brand production content. Short videos should be controlled within 2 minutes.
It is interesting to note that while the number of short videos for fun and entertainment is the largest, the ones that users spend the most time on are games and food. Coupled with the preference of top users for military information, this shows that users are increasingly paying attention to vertical areas, which is a new trend.
It can be seen from the above points that the trend of users upgrading content consumption is very obvious. In terms of content strategy, Uncle has seen a shift in news consumption from traditional funny, entertainment and social news to verticals like games, technology and the military, which demand higher quality and depth of content.
In fact, Uncle learned that many technology brands and game brands have specialized third-party suppliers in the output of content. Since the second half of last year, we have also focused on the form of content on short video, but judging from the current supply and demand situation, it is obvious that the supply is less than the demand.
Third, users’ consumption of q&A information increased by 400% in half a year
NetEase News seems to give other apps a chance by attacking back with comments. Then, do users still like comments now? Toutiao’s data shows that user comments not only continue to increase, but are no longer satisfied with one-way comments, and are more interested in two-way q&A information.
Toutiao’s data from the 15th to 30th week of 2017 shows a 49.76% increase in comments. Among them, the popularity of Q&A information increased significantly in the first half of 2017, with a sequential increase of nearly four times. What is the most active user interaction? Men are more interactive than women, especially in q&A, with a penetration rate of 1.7 times that of women.
Uncle just analyzed a few days ago that q&A information is the focus of competition among toutiao, Tencent News and Zhihu platforms this year. Everyone also invites big VS and brand owners to enter directly. Therefore, whether brands can make good use of this platform is a new problem facing brands. Uncle has also specially analyzed the marketing strategy of Zhihu Organization number. In fact, it can be quickly replicated on other two platforms.
Of course, their strategies are slightly different. Zhihu and Tencent are still invitation-based, while Toutiao lower the threshold and advocates everyone’s participation. Brands must adapt to the strategies of each platform. Wukong Q&A directly digs 300 big V’s from Zhihu to improve its content quality. At noon today, there are public relations company people hope uncle for a brand hair wukongq, it seems that there are already a lot of brands in the exploration of this “virgin land”.
After analyzing the data of Toutiao users’ upgrading of content consumption, Du gave PR people and PR firms three pieces of advice:
1. Stop Posting advertorials and shoot short videos.
You are strongly advised to adjust your content and channel strategy as soon as possible. Short videos are the most in-depth interpretation in the report. PR staff must reduce the amount of advertorials and even pictures released, and instead significantly increase the production of short videos within 1-2 minutes, with the theme as vertical as possible. This trend of toutiao is very obvious, and other platforms will soon be small video. Now, NetEase news live broadcast strategy may be a fake demand.
2. Stop Posting advertorials and answer a question.
Apply strategies for different information platforms and formulate corresponding PR strategies. Especially pay attention to the question and answer information is also a new information mode. In the past, you might have thought that asking a question, answering a question, could have more impact than writing. Now, this is a new trend in PR, and there are countless success stories. In the past, PR would always ask one question: “Teacher, how much does it cost to publish an article?” “, now, it needs to be changed to: “Teacher, how much does it cost to send a question or answer a question? Brands need someone to run this business.
3, don’t what soft text all hair, look at the field.
With the decentralized communication environment and intelligent distribution, Uncle has long predicted the arrival of the era of vertical, including vertical KOL, vertical media, and of course vertical content. But the small and beautiful vertical opportunity seems to be too small, from this data, vertical opportunity has always been in, but to choose the right field, some too cold vertical, really need time, the number of user base will determine the size of vertical opportunity, the brand is the same. By far the biggest content entrepreneurship and PR opportunities are in the games vertical.