Era Attention Era Content Is King, Interest Economy, How To Drive The Mobile Internet?

Interest has become a huge business.

From the breadth of content coverage, it can be divided into the top and the long tail.

The top content meets the overwhelming majority of people.

For example, hot news, the producer recommends to all people to make headlines based on experience.

More content belongs to the long tail, that is, to produce and provide content according to the different interests of different users.

More and more products provide users with long tail content based on interest.

Information: information is the most radical interest information application in the market at present. Its core is the technology called interest engine. Unlike other clients, based on channels and specific topics, information searches and personalized recommendation technology is opened up at the bottom of the product. It supports users to subscribe to interested channels by searching any "keywords", and recommends the content of interest to users through algorithm in user's search, subscription and other interactive behaviors.

In front of the three big portals and the early headlines, a bit of information is the latecomer. Phoenix new media and Xiaomi have injected capital into it and preinstalled it to the high starting point, but the core competitiveness is the demand for betting interest and aiming at information overload.

TalkingData data show that DAU is more than 10 million of the information platform, and has become one of the top four news media clients. It is parallel to NetEase news, today's headlines and Tencent news, and once again illustrates the charm of interest economy.

Music: every user has his own music preferences. Before the bean FM, no product solves the user's need for music.

The bean FM can be met in two ways. One is the recommended list, that is, the HZ (Hertz) channel. Users can pay attention to the collection; the two is the recommendation of single, one recommendation, the like point, and the like.

This is not suitable for all content. FM, a similar model, tries to recommend articles to users, but fails to do so.

It is more suitable for lightweight content recommendation, merchandise, micro-blog, and music.

Social interaction: Unfamiliar Street has changed from strangers to friends.

Social application.

The home page is a person who may be interested in recommendation according to the industry, home address, and chat room. It is an interest group that users can create topics, and the number of topics in theory can be infinite.

It is more and more like the bean paste. The bean paste is the largest cultural interest community. It has spread many contents of music and things from the movie book music, the core is interest, the organization form is the group and the bean column, the presentation is the recommendation, let each user see different personalized content.

The logic of WeChat and micro-blog is that you are interested in someone's interest in sharing content. Micro-blog has some special features, and some micro-blog accounts are of interest, such as constellations.

In short, social networking has been fully interested, and the traditional products based on layout, lack of recommendation and weakening interest have become increasingly weak.

Advertising: the extensive delivery of mass advertising is out of date. Future advertisements must be based on the interest advertisements of big data. They only show users the advertisements that they may be interested in. If they are not interested, users will have a weak desire to click on the mobile advertising which consumes traffic and time.

Search engines have inherent advantages in user requirements mining and content interest point analysis, and there are already some interest advertising prototypes.

WeChat's circle of friends is very interested in advertisements. Different users see different advertisements, and users can mark "no interest" so that WeChat can only present advertisements which are interested in them.

In the future, a bit of information is also likely to use interest engine to cut into interest advertising market or become one of the most accurate advertising modes.

Map: map base layer, there are a large number of POI, that is, Point Of Interest, interest points.

You can see from the name the importance of interest in map application.

In the course of user's path planning and destination navigation, he recommended the location of his interest on the way, and successfully imported it to O2O service or telephone to dial the advertisement, so as to realize the introduction and Realization of the flow of people.

This is what Baidu and Alibaba are doing. The map content based on interest will be the core competitiveness of O2O business.

In addition to the above typical applications, interest also drives many kinds of content businesses, such as network radio and application distribution. Interest economy has become a huge industry. The content of mobile Internet era is king.

Content Labelling and interest economy

Tags are the most flexible and effective way to organize massive content. Compared with specific categories, tags have no upper limit and can be increased indefinitely, which is very suitable for UGC (user generated content) mode.

Because everyone can label them when creating content and consuming content.

Besides UGC, there is a growing maturity of big data technology, and labels are tagged through data mining.

Tags reflect interest points of content, users can search related content and subscribe to these interest points, or perhaps corresponding content streams, which solve the problem of big bang, and can satisfy users' interest and reading needs.

The labelling of the content will enable it to compete for the cake of the economy.

People are putting various labels on video, news, articles, music, movies and merchandise, and collate these contents from the dimension of interest.

A bit of information supports users to search for arbitrary keywords to customize interest channels. This kind of "interest channel customization" is the future content form of information platform, that is, label information.

Interest engine is a technical advantage of information.

Tagging is a very old classification and search method. In the past 06 years, it has been the last straw in YAHOO's search and counterattack Google, though not for many reasons, but its foresight is still praiseworthy. The head of information technology has been responsible for YAHOO's signature search project, which is an important reason why information can become an interest engine.

Attention age

After the completion of the mobile Internet infrastructure, whether entrepreneurs or big companies are turning to three new directions: hardware, O2O, and content.

Hardware is the extension of mobile phones, O2O is the entity of electric business, and content is the huge industry that the Internet has been in existence all the time, because products eventually need content to constantly fill up to seize the user time.

Tool applications can easily usher in bottlenecks, such as ink weather, Meitu Xiu Xiu and other early mobile Internet tools are showing fatigue, to provide users with high-quality content, but never out of date.

Information, community, social networking, micro-blog, film and television, music, games, literature, animation, show and education are all content.

Why are content businesses still king in the mobile era? There are four reasons: 1, spiritual needs.

No matter when, people need spiritual consumption, material life is abundant, spiritual demand is more and more intense, content satisfies spiritual demand to a large extent, and 2, lack of good content.

The problem of bad money and good money exists in the big explosion, and the gradual solution of typical problems such as copyright brings opportunities to good content; 3, attention economy.

Mobile Internet is not traffic driven but attention driven. This is the basis for the two basic models of value added and advertising to continue to take effect.

4, meet young people.

With the rise of the only young group of young users, the material life is abundant, but they are born lonely.

In the mobile Internet era, device screens are much smaller than PC. Users need to pay more time and traffic costs for content, and the cost of content filtering has increased substantially, so it is more important for users to read interest.