Ten common problems of traditional media people doing new media!

Author, Mr. Media

Laiyuan Xingtan communication

Many traditional media people do new media, just like young people fa

Ten common problems of traditional media people doing new media!

Author, Mr. Media

Laiyuan Xingtan communication

Many traditional media people do new media, just like young people fall in love. Some boys will let the love that should have sprouted or sparked come to a dead end because of their various low emotional intelligence behaviors. The behavior of "low emotional intelligence" not only makes others feel embarrassed, but also makes them feel at a loss: after doing so much, how come there is no traffic, no hot search, and no platform willing to send it, how can you feel that you are doing nothing? !

How do traditional media people improve their EQ in new media? This 10 suggestion may bring some thoughts.

0 1

This is a common problem.

Most journalists think that they know users better than platforms and algorithms. Users like to watch videos and manuscripts carefully created and edited by themselves, because I am professional, because I have aesthetics, because I have received systematic editing training, and because a large number of facts prove that my experience can be successful.

This "self-centered" habit will not be acclimatized in the new media.

Thinking about technology, thinking about algorithms, and respecting platform operation are the "high emotional intelligence" practices. Don't think that you can succeed by grafting your own methods into new media. We must "forget" our so-called strengths, experiences and modes of thinking. If you can't forget it, it will be difficult to think with Internet thinking and do things with new media rules.

? This is the fusion of consciousness, the most difficult and the most difficult.

? 02

On social platforms, news is not just needed by most users, entertainment and sports are, but news is not necessarily. News is only a small part of social platform, and it is a card to attract users and increase their stickiness, not all. Social accounts can't carry a media publishing task, and users don't have that big demand.

News is the strategic basis of media number, but it is not all tactics.

03

Paying more attention to content than operation is the weakness of many traditional media. If traditional media people can't understand the value and operating rules, the platform can't do much. Among them, the "front department" is the one that needs to improve operational awareness and traffic awareness most.

What do you mean? For example, for a TV director or reporter, the previous working state is usually two nights. When the film is sent to the broadcast line and broadcast on time, his task is completely completed. But for new media, the operation of new media just started at the moment of TV broadcast, or after a video draft was issued: how to design hot search topics? How to design user interaction? How to make a fragmented video? How can distribution of other platforms be more professional? How to promote it better? Do you want to make a poster ... If it is heavy content, the editors of these platforms will "worry" about the director, but if it is just ordinary content (that is, there is no traffic on the surface) and the platform editors are very busy, then this item is 1 in operation.

Content and operation are complementary and can be understood as multiplication. The content is 100 point, which is easy to operate, and there may be 100 point, 100× 100, that is,10000; Poor operation refers to 1, 100× 1, or 100. Excellent operation, get twice the result with half the effort.

Operational awareness needs to be brought in by reporters and directors in the early stage of planning. Not to contribute to new media, even to integrate. It can provide wisdom or "feed" for the operation before and after the contribution, and it can be king.

? 04

The previous articles all talk about "content", because we must clearly realize that "content" is no longer the "content" mentioned in news theory. In new media, "content" must first meet the needs of users, communication needs and social needs, and always observe the feedback of users, and even the timing of sending is part of "content".

The "content" in new media has been redefined. How to define it specifically? There is no standard answer. But some rules can be summarized. For example, the core of new media communication is emotional communication, which needs to meet the psychological satisfaction of the audience appropriately under the premise of professional permission, and emotion and attitude must be an important part of the content. For another example, service content is very popular with users, and knowledge sharing and professional content are also new forces in the content ecology.

So people often say that what we do is pan-information. The word "pan" is very flexible, and the traditional definition of "content" is only a part of pan-information.

05

"Content" is the advantage of traditional media, which has always emphasized and insisted that "content is king". However, compared with new media, it is doubtful whether traditional media can attract users more in terms of speed, depth, sharpness and gold content.

In the new media era, the traditional media can't understand the "content advantage" too narrowly, and its long-term accumulated credibility, government resources and the ability to gather graphic, audio and video resources can strengthen its "content advantage", which Internet companies and self-media can't surpass.

? 06

A video draft is expected to be broadcast on all social platforms, which is strictly invalid. If you don't understand the production content of platform attributes, you will only get twice the result with half the effort.

At least one thing to understand: Tik Tok is a small video platform with large traffic and strong content and music attributes; Weibo hot search is an important traffic portal, with great influence and news attributes; Aauto Quicker's audience is sinking, and the flow of anecdotes is high; Today's headlines have strong attributes; Bi Li Bi Li has a strong content attribute, which is knowledge-based and professional.

If it is important content or high-traffic content, the platform editor will do "secondary processing" and distribute it to Jikuai or Wei Liang. If it is ordinary feed, then the social platform is basically unwilling to distribute it, and will only reduce points for its own platform.

07

Different attributes of short video platforms lead to different logics of short video classes, so don't confuse them.

With the rise of small video, information video is gradually becoming a small video. News video is more like version 2.0, with instant video 15 seconds as standard and story 1 minute as standard. Not all videos are suitable for fragmentation, and not all videos can be shaken to Aauto faster.

Long video, temporarily defined as video of more than 5 minutes, belongs to IP logic, which is equivalent to making a column and a brand, and users have a certain sense of ceremony when watching it.

1 minute to 5-minute video is a standard short video, which is the most difficult to do. This part of each category and each track is different. We still use the "movie" that TV media often say. If it is built in the form of long video, unless the story and gimmick are good, the user's completion may be very low; If it is built in the form of a small video, it needs to be narrated and filmed in place, which requires extremely high editing and director.

? 08

Two micro-shakes and one quick headline ... Every platform has a only way-making an explosion.

A lot of our work sometimes falls into a "pseudo-virtuous circle", which always seems to produce a lot of content, but the general flow can't meet the basic needs of powder growth. Only super explosions can break the circle, spread influence and bring fans. In addition to holding the basic disk and mastering the rules of platform traffic, you may wish to focus on planning and concentrate on developing explosions. Of course, you must also allow failure.

How to make an explosion? I don't know, I can only say something I know, the general law of explosion:

A. the topic should be imaginative, not stereotyped, and should be related to the background of the times;

B. Have a good story, preferably vivid details, and don't pile up materials;

C. export values appropriately;

D. Establish an emotional effect of * * *, and you will feel * * * after reading it, but don't be overly emotional * * *;

E. Personalized expression, efficient expression and no nonsense;

F. Moderately cater to the platform, and the sense of form should moderately cater to popular gameplay;

G. Posters and videos are the most popular, because they are most suitable for artistic processing and can carry the sound of * * *, but remember, don't make them like "movies", make video products.

Explosions are rare. Only by making every graphic and video according to the requirements of explosions can we seize it when the opportunity comes.

? 09

Many media people have feelings and pursuits, but generally there are two "unsuitable".

The first one is not suitable, and the content pursues "high". No matter how well the article is written, the film is beautifully shot and exquisitely cut, but the user can't grasp the "pain point" and "singing point", even if it is "tall", it is difficult to attract people. It's not that we don't pursue "high", but "high" that is grounded enough.

The second does not adapt, positioning and pursuing "high". In the internet age, elite users are a minority, and the vast majority of users are in 34567-line cities. Our content positioning and client user positioning should also take the route of "rural surrounding cities" and subdivide elite users on the basis of attracting enough users.

10

I remember a live broadcast. Our colleague contacted the reporter to make a live broadcast of the new media, and wanted to communicate the content first. The reporter's answer is very interesting: I will finish the business first and then contact the new media.

This is the "sideline" mentality. For many teachers of traditional media, new media is not "business", and there is no accusation here.

In the new media, we must treat the new media as fun, and only those who "play" can have explosions. You don't get angry when you make pants. Therefore, it is the best state to "play" new media with your heart.

After reading these ten points, you may feel that you understand a little, but you have learned nothing.

Yes, new media has no fixed routine. It is good to cultivate your "network sense" and summarize your new media methodology.