Can’t create a media platform account? New media operation strategy presented

In the future, the development of media accounts will present four major characteristics: account matrixization, track verticalization, Internet celebrity IPization, and operation MCNization. On September 27, under the guidance of Beijing Municipal Radio and Television Bureau, Tianjin Municipal Radio and Television Bureau, and Hebei Provincial Radio and Television Bureau, the "Beijing-Tianjin-Hebei Media Integration Series Exchange Events" was hosted by the China (Beijing-Tianjin-Hebei) Radio and Television Media Integration Development Innovation Center. One - "Beijing-Tianjin-Hebei Media Account Operation Strategy" exchange and matchmaking meeting was successfully held, and "face-to-face" in-depth exchanges were carried out between media at all levels in Beijing-Tianjin-Hebei and new media platforms. The purpose of this meeting is to further promote the integrated development of new media platforms empowering media, enhance the communication power and influence of media platform accounts, and open up cooperation channels between radio and television media and new media platforms. The conference mainly took the form of online participation, with more than 70 representatives of media organizations from Beijing, Tianjin and Hebei, representatives of new media platforms such as CCTV, Douyin, Kuaishou, Weibo, WeChat, and the authoritative data agency CCTV Market Research (CTR). )’s new media research experts conducted active discussions and jointly discussed the most successful strategies for operations under the wave of media convergence. Improve content standardization to adapt to machine algorithms Media platform account operation strategy Song Na, chief operating editor of the Business Operations Department of CCTV, needs to improve content standardization to better adapt to machine recommendation algorithms. In the algorithm recommendation logic, the higher the quality of the video and the more it meets the standardization requirements, the greater the chance of being recommended; improve the standardization and standardization of the content in terms of title & cover production, content timeliness/duration, video quality, etc.; adapt "Quality media assets" specifications, as well as users' content type preferences, to strive for more high-quality recommendation opportunities. It is necessary to adapt to users' perceptual preferences, conduct refined account operations, and cultivate users' viewing habits. Stable update volume, update frequency, and update continuity; use content layout to shape user perception, content exclusivity, appreciation, richness, innovation, freshness, and logic; matrix account/content layout needs to be improved The differentiation and verticality of content avoid homogeneity; at the same time, it guides and meets the diverse needs of users. We must keep up with new media communication trends and strengthen the use of platform resources. Use mobile live broadcast resources to accelerate the acquisition of account fans and content traffic, and open up effective exposure paths; deepen the new media broadcast position, enrich content forms, and complement each other with the big screen, such as creating small-screen featured columns, series albums, personalized Vlogs, etc.; focus on Participate in platform activities (such as central friend circle solicitation, special page works solicitation, etc.) to obtain platform traffic blessing. Li Siyuan, Director of Weibo Media Operations, "publicity" is actually two words: "publicity" is the objective action of the media, and the new media department should pay attention to adapting to different carriers when publishing content; and "spread" is the result after dissemination, the content After sending it out, you should focus on whether it can attract widespread attention. "Every second counts" in video editing: Practical operation of media government accounts Xu Zhe, Director of Media Cooperation Content Operations of Douyin Group, when producing content, the media government account must pay attention to "every second counts" in video structure and increase information density through editing - the first second counts Attract users' attention and ensure basic viewing volume; in the first 2-6 seconds, let users continue to watch and achieve the completion rate; after 6 seconds, it will guide likes, interactions, reposts, and attention, so that users can generate strong shouts, and Looking forward to watching what’s next. Gao Jiehui, head of the media account business of Kuaishou Technology Operations Department, major events have their own leverage - less production can supply more consumption. Therefore, Kuaishou will continue to work hard on major events, pursuing to provide users with fast and comprehensive news information, and optimizing distribution to explore consumption peaks through cooperation with hot spots, local cities and search teams. Wang Yanan’s video account, a researcher at Tencent’s WeChat Strategy Research Institute, is a strategic product of the WeChat ecosystem. Tencent’s WeChat official account, search, mini-programs, Moments and other resources provided by Tencent based on the social ecosystem are constantly attracting traffic to it. When operating a video account, you must make good use of the content function of the video account—choose appropriate video titles and understand where the video titles appear. 1. Prefix keywords to attract interested users when forwarding to Moments and communities; 2. Highlight the summary of the video and use short text to summarize the core content of the video; 3. Find the inner voice of the soul, Use simple words to express the core emotion in the video; 4. Try to initiate interaction, promote interaction with fans, and enhance stickiness with fans; 5. Add appropriate tags. Be able to use topic tags. Add topic tags related to the video content, find the 8-character subtitle of the keyword, summarize it and prefix it. Make good use of geolocation to attract the attention of people nearby. Also make good use of @. Not only can you @ others, but you can also actively @ others. After publishing, click to enter the homepage of the video account to attract nearby people to pay attention to the matrix and achieve interactive traffic. Four Major Characteristics of Future Media Account Development Liu Muyuan, Research Manager of CTR Media Convergence Research Institute Currently, deep media integration is in a strategic opportunity period and a critical window period, and the integration is developing to a higher level. In the future, the development of media accounts will also present four major characteristics: account matrixization, track verticalization, internet celebrity IPization, and operation MCNization. Account matrix. 1. Media layout on multiple platforms. 2. The media builds a content matrix and serializes the content. For example, information series/rumor refutation series/popular science series; segmentation for users (children/seniors); outdoor extreme weather warnings; agricultural meteorological broadcasts; digital content (epidemic prevention maps), etc. Verticalization of the track. Focus on your own strengths and choose the right track. For example, information release, people's livelihood services, etc. Internet celebrity IP.

1. Try virtual anchors to achieve Internet celebrity IP-based communication; 2. Try pan-commercialization (live broadcast, product delivery). Operation MCN. 1. Aggregate provinces, districts and counties such as Shandong lightningtv, and operate MCN to form matrix advantages and communicate traffic; 2. MCN institutional level docking cooperation, such as institutional media accounts cooperating with self-media accounts on station B. The exchange topics of the "Beijing-Tianjin-Hebei Media Integration Series Exchange Activities" cover various aspects such as resources, content, talents, markets, and technology. By building multiple types of communication channels, we promote mutual understanding and deepen cooperation in all aspects of media integration in the three places. . Through direct communication with new media platforms, the exchange activities also promoted the media to have an in-depth understanding of the rules of content dissemination in the Internet environment, become familiar with the operating rules of online platforms, and improve the new media operation level of institutional media.

Editor of this article: Xu Yanlin Submission and cooperation email: xjbcmyj@bjnews.com.cn - Reading recommendations - Can’t tell the difference between news special topics and news documentaries? Take a look at the new online concert rules for these 9 audio and video works that won the first prize of the Beijing News Award! The broadcasting and live broadcasting of "licensed" programs need to be delayed