On November 17, 2019, the science and technology sub-forum of today's headline vitality conference was held in Beijing 751D· Park held, today's headline technology operation director Guo Haifeng shared the content trends in the technology field, announced the new trends and new plans in the technology field in the next year.
A good content ecology can bring about a good content monetization trend. Today's headline technology channel will launch seven major monetization means to help creators monetize, in addition to the conventional advertising share, star map, Qingyun plan, author signing, but also expanded the content e-commerce, paid columns, digital crowd testing and other monetization channels, monetization means are rich, it is expected that the total amount of creator monetization in 2019 can reach 50 million yuan.
At the same time, today's headline technology channel will launch more joint customized video programs to help outstanding creators create personal influence, and there are currently five programs such as "Ao Kan", "There is a Saying", "Tianfang Ye Tan" and so on.
The following is the text of the official speech:
Hello everyone, welcome to today's headline vitality conference technology sub-forum, next, will share with you today's headlines in the field of pan-technology content ecology, as well as the next year of our industry planning.
Pan-tech has an average daily reading volume of 120 million
In the past period of time, the continuous development of science and technology, artificial intelligence, 5G, unmanned driving, aerospace and other technologies continue to emerge, the Internet has gradually become the infrastructure of people's daily lives, large company news information, major consumer hardware products release, evaluation and breakthroughs in important technologies, have become the window for users to pay attention to technology. In the headlines, 1 in every 10 users is a technology user.
In the first three quarters of this year, the total reading volume of all cutting content in the pan-technology field reached 32.2 billion, and the average daily reading volume reached 120 million. After combing, we found that in the first three quarters of the keywords in the field of pan-technology, Huawei Mate30 and Xiaomi 9 had the highest consumption, even exceeding the Apple conference; secondly, the emergencies of some technology giants have also become the hot spots of network attention; in addition, astronomical exploration events such as black hole photos and Chang'e 4 have also become the focus of national discussion.
Let's take a look at the overall number of blockbusters. In the field of pan-technology, the average monthly production of more than 4500 10W+ reading hits, the production of more than 350 articles of 100W + reading volume of super hits.
For example, a review article about Apple's conference by Aifan 'er ("Apple Conference Full Record: Fast charge, three cameras have it, iPhone 11 minimum 5499 yuan"), because of its timely release, comprehensive information, has received 1.12 million reads. Let's take a look at another popular science author, Paperclip Paperclip, who released a video titled "How to Make an Atomic Bomb?" "Let's Take It Apart" received 2.23 million views. Popular science author Zhen Chang's micro-headline about the Chang'e-4 moon landing was released for the first time, and it also received 2.52 million views. Judging from these few examples, the current user's viewing and reading forms on the headlines are relatively rich, whether it is articles, micro-headlines, or videos, as long as the content is excellent and the rhythm is accurate, there will be good consumption.
Speaking of video, let's take a look at the overall situation of tech videos this year. From February to September this year, the number of video posts in the pan-tech field increased by 40%, while the number of views increased by 100%. We have observed that the volume and consumption of technology video have shown a rapid growth trend, especially as 5G begins to become popular, and the future content consumption in the form of video will definitely become one of the mainstream trends.
The number of authors in the field of pan-science and technology reached 60,000
After talking about content consumption, let's take a look at the author ecology. As of September 2019, there are already 60,000 pan-tech authors in the headlines. Compared with the same period last year, the number of authors with 10,000 fans increased by 57%, the number of authors with 100,000 fans increased by 70%, and the number of authors with millions of fans increased by 50%.
In the past nine months, 132 pan-tech accounts have gained more than 100,000 followers. Among them, Lei Jun's headline fan increased by 690,000; Alipay's corporate official number also increased by 540,000 fans; in addition, AI Finance and Economics, e-commerce online and other media accounts rose by about 400,000.
Pan-tech authors monetized 30 million yuan
The increasing number of authors and fans benefits from the good content ecology on the headlines. As an indispensable part of the headline ecology, our commercial monetization means are very rich. In the first three quarters, the total monetization of authors in the field of pan-science and technology reached 30 million yuan, and it is expected to reach 50 million yuan by the end of this year.
We have seven major monetization methods, in addition to the conventional advertising share, content marketing platform star map system, Qingyun plan to encourage high-quality graphic creation, author signing and other projects, we also focus on expanding e-commerce, paid columns, digital crowd testing and other monetization channels.
In terms of e-commerce realization, in the first three quarters, the e-commerce GMV (total transaction amount) in the pan-technology field reached 9 million, the number of orders reached 58,000, and it is expected that the annual GMV will reach 15 million, an increase of 483% compared with last year, which also makes technology digital one of the fastest growing areas of e-commerce realization on the headlines. From February to September, the e-commerce GMV of the pan-tech field increased by 20 times, and the number of orders increased by 60 times. Among them, the GMV of Lei Technology's small shop in September exceeded 600,000 yuan.
In terms of paid columns, we began to actively support authors to operate columns this year, and set up column training courses to help authors grow rapidly. From February to September, the monthly turnover of the paid column in the pan-tech sector increased by 229%. For example, a high-quality science creator "Scientific Voice" began to do paid columns in August, and the cumulative pre-tax income after the current share has reached 200,000 yuan.
In order to make quality authors more profitable, 60% of the revenue goes to creators, and many services including training, community Q&A, 1V1 guidance and so on are provided. Let quality content not only provide value, but also monetize.
In terms of digital crowd testing, in the first three quarters, we carried out 36 crowd test projects, covering 27 manufacturers such as Huawei, OPPP, Xiaomi, Samsung, DJI, and Jiaming, with 1157 participating authors. We also conducted 6 100-person crowd testing projects, of which the content of the Honor 100-person crowd test group was read more than 15 million times.
In terms of crowd testing resources, we have opened up digital channels and mobile channels to banner bits, and focused on recommending them in three channels: technology, mobile phones and digital. At the same time, we will also promote the interaction between headline officials and headlines, as well as fashion/tourism/photography and other fields, to interact with the authors of the review team to help them increase their reading volume and expand their influence.
A number of joint customized programs are online
In addition to monetization, we also cooperate with authors, institutions, etc. to launch joint customized programs. For the big V with continuous output, we have created customized video programs for it, such as "Ao Kan" for Occam Razor Zhang Chi, which tells 5G and communication-related content in the form of videos, has been online for 28 periods, and is online on time every Wednesday, with an average VV of nearly 700,000 and a total playback of nearly 20 million, becoming a very influential video program in the field of 5G.
Yin Ye, CEO of BGI Gene, opened a popular science video program "Tianfang Ye Tan" in toutiao to carry out science popularization in life sciences, and the average episode reached 288,000.
We also customized the "Plant Talk" program for Shi Jun, a doctor of botany, which has been online for 6 issues so far, telling interesting plant-related knowledge for headline netizens, and the highest video playback reached 240,000.
In addition to the big V customized program, we have also created a technology and business self-described video program "Headlines have a date", which has now completed the recording of the first season of this year, interviewing many technology celebrities including Lu Qi, Kai-Fu Lee, Zhang Chaoyang, Li Guoqing, Wu Jun, Tian Suning, Sun Pishu, Zhou Hang, etc. The seven issues that have been launched have been played more than 8 million times on the whole network, triggering discussions by more than 2,000 authors and publishing more than 3,000 related articles. Among them, the interview with Wu Jun in this issue, two days after going online, triggered more than 800 public account articles to discuss, entered the Weibo hot search, and the Baidu index and WeChat index of the guests increased by 7 times. In December this year, we will launch the recording of the second season of "Toutiao", which will introduce more science and technology celebrities to participate and show the character style with richer means, so stay tuned.
"Ran Dian" is a video program that Headline signed with Aha Video to record entrepreneurs, which took three years to shoot. At present, the documentary has been online for three episodes, 9 of the 10 main guests have opened headline numbers, and related topics have been read more than 40 million times.
In addition to media, self-media, big V, big coffee, there are many technology enterprise accounts on the headlines. The development of this part of the account on the headlines is also very impressive. For example, the Xiaomi department has a total of 82 accounts, including 8 official numbers and 74 executive numbers, and its total reading volume in the first 9 months of this year exceeded 1 billion. In addition, Alibaba has a total of 148 accounts, including 17 official numbers and 131 executive numbers, and the total number of readers in the first nine months of this year is also considerable, more than 500 million.
In the list of corporate official number fans in September this year, Alipay ranked first with 3.99 million fans, while xiaomi official number was the largest number of official numbers on the list, reaching 4, 3 Ali series, 2 Huawei, and 1 account of JD.com.
1 billion traffic helps pan-tech authors
Finally, I would like to share with you the key support plans in the field of pan-science and technology in the coming year.
We just talked about enterprise accounts, so one of our key plans is for the enterprise sector. In the next year, in order to help the growth of enterprise headlines, we will launch the "Enterprise V Plan", more than 5 enterprise accounts collectively settled, you can enjoy one-to-one services on headline operations, participate in traffic support plans, open matrix, release hall, and enjoy exclusive rights and interests such as priority invitations for operational activities. Welcome interested technology companies to communicate with us and participate in the "Enterprise V Plan".
The second plan is to develop more bespoke programs. At present, we have reached cooperation with Peng Lin, Dr. Dai, Zhongzhong Network, and Operator Finance Network to customize video programs for them.
"Science and Technology So Natural", co-author Peng Lin is a senior product manager and media person, he analyzes the truth and why behind the surface phenomenon of technology products, there may be trade-offs behind innovation, there may be bitterness, there may be decisive heroic pride, all of which are told in "Science and Technology So Natural".
"Dr. Dai Laboratory" program cooperated with Dr. Dai, Distinguished Professor of Beijing University of Chemical Technology. As a foreign expert who has worked in China for 23 years, since 2018, Professor David G. Evans has been widely concerned by the society for using short videos to do chemical science popularization and exploring a new way for Chinese science popularization. Dai Wei, a white-haired "Santa Claus", wears goggles and plays a fluent Chinese, creating many new and interesting chemical experiment scenes.
The "Head Investment is the Tao" program cooperated with China Investment Network, focusing on interviews with people in the field of venture capital, has been recorded for 2 sessions, of which the interview with Zhou Wei, the head of Genesis Partners Capital, has been broadcast online;
The "5G Super Interview" program cooperated with the operator Finance Network will focus on interviews with professionals in the field of 5G to explore the future development trend of 5G, and the first season is expected to launch 10 episodes, and the program is currently in the process of intense filming;
We also launched a self-made short video program "Hey! Science and Technology", the main technology application experience, the program will be GNZ48 group girl idol members with the technology channel Big V, go to technology companies and scientific research institutions together, personally experience the latest and coolest technology products.
At the same time, we also look forward to more big V, media, and institutions participating in video cooperation and jointly developing more and better video programs.
Today, Toutiao Digital Channel officially set up a "high-energy evaluation team", which is a positive practice about "digital big V cultivation".
The inaugural edition features a selection of 14 creators in the digital realm – not in terms of quantity, but in terms of quality and diversity. This includes both head authors and high-potential authors we have tapped.
Digital Channel gives them resource support, traffic support, to help produce high-quality content, hoping to use a year to create 20 star authors in the digital field of headlines.
High-quality content is the most core focus of building a high-energy group, and will continue to carry out in-depth cooperation in content, and plans to incubate 3 to 5 self-made programs in the high-energy group in 1 year.
The author cares about commercial realization, and we are also concerned that the "high-energy group" will serve as a pioneer in exploring high-quality commercialization cases and create a vertical "just right meal" model.
We hope to help high-quality authors through various forms, broaden the fan base in the headlines, and form a high-quality author ecological environment.
Finally, we announced the launch of the "Technology Creators Program", which we plan to focus on improving the monetization ability of creators in the next year and cultivating 1,000 authors with an annual salary of 100,000 yuan. To achieve this goal, we plan to invest 1 billion traffic to support authors in the pan-tech field, and we encourage creators to publish quality content and interact with authors in other fields.
At the same time, we will also provide a variety of monetization means, such as content e-commerce monetization, from the opening of the store guidance, explosive product selection, commodity card insertion and other full-link training; in the field of content payment, we implement cash and traffic double subsidy incentives (column consumption of 1000 yuan to return 100 yuan, pull the number to open the column, the original number subsidy 10w traffic); content marketing, we will link advertising into, star map platform, commercialization of the group for multi-channel marketing distribution. In short, we hope that more creators will join the headlines and grow with the platform. Thank you!