PLTFRM Digital Team explored the current content distribution trends on different Chinese platforms, such as Wechat, Weibo, Toutiao and Baidu.
Big data to the rescue
When ‘content overload’ becomes a norm, more and more people are actually seeking authentic, in-depth content. The rise of this trend also raises the value of a smarter way to target and service customers, using data collection and analysis for a ‘tailored informational experience’. Weibo and Toutiao are, undoubtedly, at the helm of the trend. Already they are using algorithms to allow users spend less time getting more quality content that matches their interests. Every click and ‘stay on page time’ is recorded, becoming instrumental for users’ experience and platform’s operation, as well. While the user can get more ‘selected’ content, with a deep understanding of audience and their digital behavior, the platforms also have a lot to offer for brands and advertising industry.
Quality content as relevant as ever
Despite low engagement rate for articles on public accounts, marketers are not announcing the end of the Wechat era, it’s just the end of an era as we knew it: when click-baits and even content of questionable quality could easily attract a massive following. We’ll go further saying, that now more than ever the content quality is perhaps one of the most relevant win-factors. The other factor is digital sensitivity, in other words creating and adapting the content according to the specifics of the distribution channel. For businesses and individuals to be heard among the ‘digital content noise’, when deciding where to put your content, it’s imperative to balance the pros and cons of every channel and use insights-based marketing tools at your disposal.