Behind Baidu's shutdown of news sources: Live streaming will become a basic service facility

Based on the survey results of Baidu, Headline, Tencent, UC, Fast Hand, KOL companies, number group companies, and webmaster companies, the author predicts 13 trend changes in the future direction of content entrepreneurship.

On March 20, Baidu announced that due to Baidu's upgrade of time-sensitive content recognition technology, the original form of independent news source database is no longer suitable for use, so the news source database was cancelled.

In the PC era, Baidu News Sources influenced groups of Internet people. No wonder someone said: "Once upon a time, websites or media became Baidu News Sources, which was far more valuable than buying a house in Beijing."

What kind of Internet trends and trends does this transformation in Baidu represent?

Based on the survey results of Baidu, Headline, Tencent, UC, Fast Hand, KOL companies, number group companies, and webmaster companies, the author predicts 13 trend changes in the future direction of content entrepreneurship.

1. Evolution of rich media content

Audio, pictures, and Short Video are changes that must be embraced in various content industry fields in the future. If they still stay on words alone, they will surely be replaced or forgotten. Those who are already on this road, such as Zhihu, Papi, Get, Zhihu live, answer, headline videos, fast hands, Weibo, Baidu, etc., are all quite representative.

2. The combination of content and user interaction systems makes it possible for standard

users to stay in a certain content service or content chain platform for a long time. In addition to content limitations, the core is the long-term value of user interaction. This is particularly evident in Douban. Although it has declined, information such as books, movies, audio and comments that have been accumulated over a long period of time can still stick to users. At the same time, the new interactive system has become an indispensable means to bring long-term incremental value. For example, fast hands and a large number of interactive behaviors on headlines will become standard sources for the profile system.

3. The KOL economy is gradually MCN.

The model of relying solely on a certain KOL (Key Opinion Leader) to drive revenue can no longer meet the incremental expectations of segmented areas. In the future, it is necessary to establish alliances based on MCN (Multi-Channel Network), expand the scale of the armed forces, and build multiple supply chains. Comprehensively improve production capacity and diversify service structures.

4. The multi-channel service distribution model is replaced by the main feed center distribution model on a large

scale. Both Fast Hand and UC are centralized distribution models, and their main feed carries 90% of the traffic. Essentially, users are "lazy" in this process and their attention is passively distracted. Active feeding is something that most people will experience and like when they grow up, so the centralized distribution of main feed has a good mass base. Scale must meet the two conditions of sufficient diversified content capacity and user size. Corresponding to this is the lack of diversified content and the reduction of user size after channel refinement.

5. Content service forms will develop hierarchically according to needs

. In the future, content forms will be more diversified, forming richer content forms with different lengths of long, medium and short, and blooming separately. For example, videos lasting 7-10 seconds, 3-5 minutes, and more than 1 hour have created successful cases of different service forms, respectively, with 5 billion fast hands, 10 billion snapchat views, 1.2 billion headlines views, and 1.7 billion iQiyi views.

6. The penetration scale of Short videos in various industries continues to soar. Short

Short Video are being transformed into various industries such as various service accounts, encyclopedias (Second-Understand), Know, Publishers, O2O (Meituan, Nuomi), e-commerce (Taobao, Jumei).

7. Live broadcasts have become content and services and basic service facilities in various industries

. The growth of pure live broadcasts APP has slowed down. The combination of live broadcasts, Short Video and pictures has become more like a fish in water, achieving one of the scale of commercial realization.

8. Users 'payment behavior has gradually evolved into a natural conscious

habit. Live, answer, get, be in line, Baidu cloud disk, various information rewards, offline scenarios WeChat rewards for meals, etc. have become typical representatives,"10 yuan The idea that it is worth learning something" will be more natural.

9. The realization of user behavior big data value gradually became clear and eventually became standard

here. To be more precise, profile is the core standard for big data analysis value of various APP. This model originated from Facebook and completely conquers various new giants such as Fast Hand and Today's Headline. It will become a gold mine that various industries, especially finance, must do their best to dig.

10. Copyrights are an effective barrier to subdivisions

, such as "get" content copyrights, which has become an effective barrier in vertical subdivisions. BAT must buy copyright when entering. In the coming year, copyright disputes among giants will accelerate, whether it is long-term, medium and short copyright or cross-border relaying copyright.

11. Intelligent content production (intelligent commentary, intelligent robot editing, etc.)

Due to the large demand for content and the decentralization of content, it is bound to bring value space for machine services. For example, users are stimulated to generate content, and machines need to be aggregated to generate content during cold start., rule-type reports can be replaced by machines, and long, medium and short content of graphics, text, and videos can be semi-automatically identified, segmented, and generated.

12. Number groups replace station groups, and PGC replaces webmasters with

high-quality content, which is the center of competition among platform-based business giants. The original distribution model of "webmasters brushing content, combining content, and pouring search" has completely failed. Driven by the large-closed-loop ecological environment, webmasters who are still unable to produce high-quality content will surely be eliminated. Under the PGC mode, the high-quality content of hundreds of accounts and headlines is far superior to webmaster content.

13. Content-centered replacing webURL-centered

advertising before relying on swiping webURL weights as the core, it is outdated. The content itself has become the most valuable starting point and the core basis for distribution algorithms. We must focus on the production of high-quality content, focusing on how to produce high-quality content at low cost, on a large scale and effectively. Don't worry about not distributing high-quality content, because all new high-quality content will be guaranteed.

Starting a business must look at the trend. For most entrepreneurs, hundreds of names must become one of your main paths.

Hurry up and transform and embrace change, come on.

Editor: Nancy