Weibo from media, a new ecosystem

Yesterday, Weibo, UC, and 360 announced that they would jointly build a self-media platform, another major self-media platform after the public platform, Sohu news client, Baidu baijia, and toutiao.com. Self-media platforms are becoming increasingly fierce, and this is a good thing for self-media people and readers.

Why do giants Love Media

The initial public platform inadvertently became the main position of the Self-media platform. Baidu decided to publish hundreds of excellent authors after seeing the influence of the media, at the same time, Sohu, the news app, and toutiao.com have successively launched their self-media platforms. Half a year later, Weibo, UC, and 360 reached a consensus to build a self-Media Ecosystem platform. A lot of people cannot figure it out. Why are giants so fond of media?

Simply put, this is a market opportunity brought about by the maturity of the reader market. As life gets better and better, people are eager for information. Especially in the mobile Internet era, people have received information from newspapers, magazines, Weibo, friends, and clients. Readers are no longer satisfied with simple forms of reporting, but are pursuing more in-depth comments and analysis and fun.

Where did these in-depth comment analysis come from? It is unrealistic to expect Various editorial and reporter teams. A large self-Media Team has powerful writing and output capabilities. Although the quality is uneven, readers have different tastes, fully releasing self-media content can not only attract a large number of readers, but also bring advertising value through the influence of Self-media. The platform just needs to do a good job of operating reader grafting, self-media and advertiser to "Enjoy it ".

Self-media ecosystem: wu3 performs its respective duties

At yesterday's wu3 self-media platform press conference, UC mentioned the "fans, portals, and monetization" self-media ecosystem. In fact, this ecosystem is available to all self-media platforms, but they are slightly different. It should be added that there are still output links in the Self-media ecosystem, which are categorized as portals in most cases and are not explicitly mentioned. The traffic entry and transmission channel are the first transmission of the content. The reader obtains the content from the entrance and then resends the content.

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The above table briefly summarizes the ecosystem architecture of various self-media platforms. From the above, we can see that the self-Media Ecosystem of wu3 has been improved since the beginning.

Wu3's self-media ecosystem is based on Weibo's self-media platform. UC is mainly responsible for traffic import at the mobile end, and 360 is mainly responsible for traffic diversion at the PC end. The three parties have a clear division of labor and perform their respective duties. Self-media people generate content on Weibo's self-media platform, then use UC and 360 to introduce mobile and PC-side traffic, and then form social media based on Weibo.

360 of monthly active users of Security browsers have reached 0.354 billion, and pc terminals have powerful traffic diversion capabilities. At present, UC browsers have over 0.5 billion million users worldwide, ensuring stable mobile traffic; weibo has more than 0.5 billion million users. In the first quarter of this year, the number of monthly active users reached 0.1438 billion, and it still has powerful communication strength.

It is not hard to find that the self-media platform jointly created by wu3 is simultaneously launching an impact on the public account platform, the Sohu news client, toutiao.com, and Baidu baijia. Weibo Vs Official Account, UC vs Sohu app, toutiao.com, and 360vs Baidu baijia.

From the perspective of promotional products, the public platform is a product copy of Weibo. subscribing to a public account and paying attention to Weibo are actually a meaning. Both of them are fans of promotional tools, this is a direct competitive relationship. Recently, Weibo banned large-scale promotion QR code. When becoming the main habitat of Self-media, Weibo, as the core of dissemination, naturally wants to bring it back to a city.

The advantage of UC browser on the Mobile End has become the main target of competition with the Sohu news client and toutiao.com. Sohu app and toutiao.com have already formed a certain scale in the mobile media. Weibo needs a strong partner to improve its mobile communication strength, the same as Alibaba's UC is the most suitable choice. According to iResearch data, the monthly coverage of UC in the domestic mobile browser market reached 65.9%, which is one of the most popular mobile applications, however, Shenma, a mobile search business of UC, has reached a penetration rate of more than 20% in the domestic mobile search engine market, making it the second largest mobile search platform in China.

On the PC end, only 360 can compete with Baidu, and 360 can inject its original self-media platform into third-party cooperation, it also relies on its navigation Advantages to input PC-side traffic to the wu3 self-media ecosystem. In addition to navigation to self-media diversion and opening 360 self-media platforms, 360 of PC-based searches will also increase the influence of Self-media and escalate the right to search results, it also improves the exposure opportunities of the media by giving the media author a news source.

The three most critical elements of the Self-media ecosystem are fans, portals, and monetization. Fans are the embodiment of Self-media influence, the entrance is the channel for self-media influence diffusion, and realization is the foundation of the continuous development of self-media. In the past, self-media platforms faced a problem: fans, portals, and monetization cannot be completely complete. There is a lack of official recommendation portals. Sohu app and toutiao are mainly concentrated on mobile terminals, while Baidu is focusing on PCs and lacks fan capabilities.

The intention of Weibo, UC, and 360 is to try our best to complete the whole self-media ecosystem, improve the overall competitiveness by combining the advantages of all Parties, and establish a complete self-Media Ecosystem platform, whether the self-media ecosystem is stable or not requires time to test whether the future can continue.

Text/Wang Liyang

Public Account: tucaokeji)