Play The News client

Several giants have invested heavily to do news clients, here including the concept of the portal Sina Sohu NetEase and Tencent, but also including Baidu such a non-portal company, once 360 have run out of a mixed foot. In this market, there are several non-Giants belong to the players, such as Zaker, viviame, fresh fruit Network, hearsay Flippboard also intends to enter China (not only to do a Chinese version, but to operate in China), the market, a time of lively.

To be fair, the current news client is almost the mobile version of the portal site, although several clients claim that it is not a big idea to replicate the portal in a mobile device again. Client activity is not high is a problem, a media friend in a group revealed a carrier from the detection of the number, low to unimaginable (people repeatedly asked not to open, not public). Another more serious is: the client content source, the long tail effect is very small, but the huge paste effect is very serious.

Tencent Weibo Xu Zhibin has written a "huge paste" of the blog, he then cited the Hangzhou 19 floor strategy director Xu Yifan told the huge amount of a popular story. In Xu Zhibin's article, there is a saying: "But this is also the worst thing." Old Xu described, the huge amount of post, often scare a lot of ordinary users: Oh, this is the original post, my little things are embarrassed to post. ”

A person on a website app in fact, time is limited, especially the mobile end, is the fragmentation of time to pass. Huge stickers will not only make other content providers feel ashamed, but more importantly, the huge number of stickers will be a multiplier effect to attract more attention, resulting in other content, no one cares. Heart born ashamed also forget, write out of the things nobody see, content producer frustration will be extremely strong, over time, will give up this platform.

In fact, the portal has such characteristics: what things on the home page (or channel home), traffic will increase, not on, on the nobody. But this is not on, not information consumers decide, is the editorial decision. So, a lot of operating expenses into the artificial editor, sometimes may not be pleasing to go. After the mobile client, the operating mechanism remains.

After loading a client of a portal, it defaults to "subscribe" to some channels, starting with: save you from not knowing what to do. But it turns out that too many people don't do it anymore. And then in the future of the push and accept, but also editors in the lead: push this article, do not push the article. Information consumers are used to being pushed, and they are too lazy to pull what they want. In the end, the huge paste effect appears and the long tail effect is lost.

As a content supply source, in the client, TA mainly consider is: How to let the client recommend me. This idea is understandable, but at the end of the point, for the client, is only a distribution of traffic, rather than create. If we go to the micro-credit public account, we can see that: in the case where the micro-credit operator rarely recommends anyone, the content provider wants to do all sorts of things externally, thus creating an increase in traffic rather than a distribution-so far you'll see a lot of people selling their two-dimensional code everywhere, Instead of marketing them in a certain section of the client-for the platform, it can only be bitter to sing their own solo to promote themselves, and then carry out traffic distribution, it does not borrow the power of the content provider. Although each force may be small, the total amount must not be underestimated.

I've always wondered why clients like to default to help users subscribe to something, because it's clear that even though the microblogging public account does not do this, users will still take the initiative to find some public accounts to subscribe-which proves that the user is not so stupid. But I also admit that when the user installed a client, you did not help ta subscribe to anything, ta may really have to delete things, after all, the client is not a micro-letter, the latter has other functions.

Maybe there are some other games to learn from. For example, a foreign client zite, after installation, it will want you to bind your Twitter or Facebook account, binding, based on your performance in those two places, do some data analysis work, and then push content to you. Such practices thousand people can not do, thousand people hundred noodles always still do get. Domestic clients, can fully use the binding of different microblogging account, watercress account, everyone account, after a slightly shallow data work, played a zite the same effect: for example, when you notice on Weibo on a certain media blue V, put its content source into your default subscription.

The core of this is that the mobile client cannot be a simple portal copy: the client's operating mechanism should reduce the editorial recommendation--in fact, the entire portal is the editorial recommendation. Editorial recommendations of the results, must be thousands of people, and eventually to the huge amount of stickers. Although we all know that "no social, no reading", but the implementation of the specific lack of social factors on the client, the user analysis and then recommend, is the most reliable approach. On this basis, it may be an option to Xu Tu the future into the social sphere.