How does the media matrix operate?

In the era of new media and ever-changing self-media, how can individuals and enterprises play with self-media marketing?

what is new media?

It is a relatively academic statement that information dissemination is based on digital technology and the network is the carrier; More directly, the spread of all people to all people.

We are all media, and everyone can speak through their own platforms.

We can check the power consumption of mobile phones, that is, the percentage of power consumption of apps. I believe that most people have the highest power consumption by WeChat.

for me, wechat ranked first in terms of electricity consumption in the past seven days, accounting for 66%. if you look at the proportion of other apps, it is true that wechat is significantly higher than many others.

the power consumption of 66% shows that when I use my mobile phone, I spend 66% of my time reading WeChat, working, living, studying and communicating, and I use WeChat all the time. The remaining 3% may brush Weibo, today's headlines, short books, impression notes, etc., and the last remaining 4% may just call or do other things.

From this data, it is easy to draw a conclusion that people spend more time on WeChat, and most people's attention is also on WeChat. These mature apps have really changed our lifestyle and changed the way all information is disseminated.

Marketing and communication are actually grabbing users' attention. Where users' attention is, our communication point is there.

2. Why are new media and self-media constantly changing?

(1) In the past, the marketing of enterprises was mainly spread through big media, such as paper media, portals and so on. Nowadays, enterprises are more using self-media, operating enterprises' self-media or looking for self-media people to advertise, and gradually giving up traditional media.

because the way users get information is completely different from the past, we have abandoned traditional media such as TV, radio, magazines and so on.

(2) In the past, many enterprises and individuals spent all their energy on WeChat WeChat official account, because WeChat WeChat official account was really in the dividend period in the past, but now the emerging information categories from the media are also very promising, such as headline number, point number, Sina Watch, Netease number, Penguin media number, Baijia number, UC subscription number and so on. They have brought good traffic with their unique recommendation mechanism.

3. Establishing a self-media matrix

The WeChat official account bonus of WeChat is exhausted, and the cost of obtaining traffic is increasing rapidly. Nowadays, a large number of self-media platforms appear at the same time. If we only pay attention to WeChat official account, it is easy to draw a line and rest on its laurels.

In addition, the information-based self-media platform that is emerging now includes video categories such as second shot, beautiful shot and AB station. Live broadcast categories such as Yingke, Zanthoxylum bungeanum, and Live Broadcast, the traffic of these new media platforms is very good, so we need to build a media matrix to build a brand.

after the matrix is established, we should understand the differences of each platform.

Customized operation

Different self-media platforms have different user attributes and content attributes. We need to publish the appropriate content to the appropriate platform, and the only constant purpose is to build a brand.

data integration

to integrate the statistics of the whole network, the reading volume of WeChat official account does not represent the quality of the content. Some articles are not necessarily suitable for spreading in WeChat official account, but it is enough to achieve the marketing effect.

4.

Will Weibo give up?

Answer: Never give up

Weibo is the aggregated media platform with the largest audience at present, and many enterprises and individuals have neglected the power of Weibo. Although Weibo began to decline in 213/214, Weibo has entered a good upward channel in the past two years. Wechat+Weibo is an indispensable platform for media people and enterprises.

on October 12th, QuestMobile released its autumn report for September 216. According to the report, the monthly active users of WeChat reached 817 million in September, ranking first among mobile Internet applications, with an increase of 32.8% and a monthly usage of 569.5 times per capita.

Compared with its report released in June, we can see that the monthly active users of WeChat increased by 7 million, and the daily active users of WeChat increased to 5 million. Weibo made the biggest progress in ranking, with the highest growth rate of active users, reaching 79%.

(September data)

(June data)

There are two cores in Weibo, one is interest-based communication, and the other is hotspot-based aggregation. Whether it is to create hot spots or borrow hot spots, we all hope to spread information to users with the help of a certain platform.

Interest-based communication means paying attention to a person on Weibo, not because this person is his friend or family, but because he likes the content that this person keeps producing on Weibo. Therefore, how to use users' interests to gain attention and fans is an aspect that enterprises and individuals can consider.

We shouldn't put all our energy into WeChat WeChat official account. Compared with WeChat official account, Weibo, Today's Headline, Meipai and Yingke are more open, especially the headline number and No.1 number. They don't need to accumulate fans, rely on big data to infer the quality of content, and rely on content to recommend to corresponding users, which is very powerful and increases exposure.

So I advise you not to "hang yourself" on a tree in WeChat WeChat official account.