The ups and downs of headline creation: the benefits and dilemmas under "traffic is king".

#寻找热爱表达的你#在知乎上有一个这样的问题: Why do domestic social self-media pay more attention to platform traffic than content quality? My answer is that there is traffic to make money, and the platforms where we media are located are all commercial platforms, so for them, traffic is just a business. Driven by the platform's algorithms, although the quality of content is important, traffic is more important, content is for traffic, and even quality can be sacrificed in order to chase traffic. "Traffic is king" has led to a lot of eye-catching inferior content flooding the screen, and even caused "bad money to drive out good money".

Since the beginning of this year (as of September 6), I have done a lot of content on the Toutiao platform, including articles, micro headlines, and videos.

Essay:

Daocheng Yading is 5600 meters above sea level, what is it like to see the holy lake? The last 300 meters are too difficult for me to read 559 and earn 0.91 yuan

Is it really worth reading that the Internet and new media major is so hot? Is it good to find a job? Reading 5525 creative income of 6.17 yuan

What is the magic of Wong Kar-wai's "Flowers", which was transformed from the original novel? Look at these five points and you will understand that reading 1062 creates a return of 1.89

Is station b really going to be cool? What to take to save you, my bilibili read 146,000 and the creative income was 77.27 yuan

Sanmenxia Lingbao City: How can the neglected Hanguguan be built into a national 5A-level tourist attraction? Reading 738 creation income 0.99 yuan

Yumen, a city transformed by oil, where does it go from here? Reading 874 creative income of 1.26 yuan

Dunhuang Mogao Grottoes, Yungang Grottoes, Longmen Grottoes, which of the three major grottoes in China is strong? Reading 1466 creative income of 2.18 yuan

Xinjiang: What do two women rely on in a drama to make Altay a tourist mecca this year? Reading 940 creative income of 1.39 yuan

Finally waited for you, fortunately I didn't give up, a comprehensive interpretation of the triple-A game "Black Myth: Wukong" is popular Reading 457 Creation income 0.92

In contrast, compared with video and micro headlines, except for a few exceptions, the traffic is not high, the income is extremely low, and some are even zero.

Video:

"Natasha's Family" endorses domestic cars, is it a life record or product placement? 16,705 plays, 1.49 yuan of creative income

Micro Headlines:

The difference between Liu Chuanzhi and Ren Zhengfei Reading 206 Creation income of 0.70 yuan

In fact, I still have a lot of content that I have spent a lot of effort on, but the reading volume is still not high, and some of them are not even profitable, such as:

I have carefully selected these 18 documentary classics that represent various genres and styles, and are worth watching and collecting

Arrest Ryo Takeuchi! See how this Japan director mixes well in China and Japan

The world written by writer Li Juan is far more real, richer and more healing than the TV series "My Altay".

Hiking on Zhongshan Road in Guangzhou, just to see the true face of the thousand-year-old commercial capital

The movie "Hot Search": A classic textbook of online public opinion warfare

Of course, I also have my own problems, my headline number is positioned as cultural tourism, film and television, and hot spots, and the genre is mainly articles. There are two major problems with this, one is that it is not vertical enough, and the other is that long texts (depth) are not easy to spread. In this regard, I have to make some adjustments, vertically cultivate the micro-headlines, and the content is not in-depth but interesting, and at the same time, it must also strengthen the topicality...... I'm constantly summarizing, adjusting and improving, see the following experience post:

The three rules and five moves of headline creation - taking the operation of "Eastbound Manji" in the first half of the year as an example

Micro headlines are easy to write? In fact, it is not simple, teach you three ways to increase the number of readings and comments

Chasing traffic, traffic is king, and there are many harms, which not only damage the content ecology of the platform, affect the production of high-quality content, but also bring immeasurable losses to the sustainable development of the platform. Although it has been slightly reined in after comprehensive management, there is still no good way to effectively curb it, let alone cure it once and for all. With the commercial success of Douyin, Toutiao has also vigorously promoted commercialization, such as the creation of mostly automotive commercial promotion.

Of course, I can also write for the sake of attracting attention, but that's not what I want to write. Since my headline was not read very well, the 3x share incentive was also canceled. The only consolation is that my headline account has more than 10,000 likes. My Toutiao is not positioned to make a profit, but as an experimental platform for self-media creation. Now I'm wondering, should I continue to do this traffic-first headline? Guys, help me get an idea.