In the past 30 years, human beings have produced more information than the sum of information production in the past 5000 years. In this era of information explosion, the media platform shoulders the social responsibility of delivering real information and good value to users, and also faces the challenge of commercial value landing.

It can be seen that some platforms choose to throw content within their interests to users without restraint, trying to occupy more users' attention. This model not only solidified users' cognition, but also provided breeding ground for false information, which devalued the realization of social value of media platforms.

There are also platforms trying to win users in different ways. Recently, the general manager of the content production department of Tencent PCG said at the event that Tencent News adheres to the three key words of "defense, attack and innovation", which makes the news both temperature and depth, and makes users open their eyes.

Behind the three keywords, what kind of thinking does Tencent News have?

In the era of complicated information dissemination, rumors spread and grew. During the epidemic in COVID-19, a lot of rumors such as "drinking Shuanghuanglian oral liquid can prevent COVID-19" appeared frequently, but behind it was the users' great thirst for correct information.

Whether the platform can respond to such user needs has become the key to gain the trust of users and establish the credibility of the platform. According to Penguin think tank "Digital Content Industry Trend Report 2020-202 1", more than 60% users are complaining about fake news, headline party and low-quality content, and more than 70% users regard the authenticity of information as the first value appeal of content consumption.

He Guo Shuai said, "Credibility is the core competence and hard power of Tencent News." In 20 15, Tencent news launched a "more authentic" platform, and in 20 19, it was upgraded to a "rumor-dispelling" platform, and the man-machine cooperation mechanism verified the rumor information of the whole network.

Through the construction of credibility, Tencent News not only realized the transmission of social value, but also laid the foundation for the landing of commercial value.

He believes that the operation of trust relationship is the essence of marketing. Focusing on long-term brand building, the cultivation of consumer trust genes will still be an essential element for brands to eliminate uncertainty and achieve sustainable development. With the increasing dependence of users on the media, brands also need to speak on a platform with authentic and reliable trust genes, otherwise their positions and opinions will be difficult to be effectively accepted and recognized by consumers.

A set of survey data from Penguin Think Tank reflects the value of the credibility of the content platform to advertisers: 75.9% of users said that advertisements can be trusted most when they appear in hot news, in-depth reports and high-quality columns. On the contrary, if the advertisement appears in the title party content or platform without credibility, it can only gain 4.7% trust.

At present, Tencent News ranks first among commercial media in terms of social value, satisfaction and credibility in White Paper 20 19 on Social Value of Online Media in China, Investigation Report on Public Cognition and Information Dissemination in novel coronavirus and Investigation Report on Trust of Online Media in China issued by Ministry of Industry and Information Technology. Good credibility is a solid soil for Tencent News to develop social and commercial values.

As Ma Teng, deputy editor-in-chief of Tencent.com, said, the content created by Tencent News is not feeding, but leading, which is the value and expression of the platform.

This requires the media platform to provide users with deep value, including the deepening of product content and the diversification of product forms.

He summed up the value level pursued by Tencent News. "Professional, reliable and timely" content is the first layer of Tencent's news value vision, which brings users a sense of information security; On the second level, Tencent News hopes that the content it provides will go beyond the "information level", provide differentiated content with aesthetic appeal and resonance, and provide users with aesthetic pleasure. On the third level, by enriching the beautiful IP matrix, we can realize the co-creation of various resources and multi-layer forms, "turn business into beautiful content that touches people's hearts", provide broad commercial space in commercial value, and realize the sense of value accomplishment.

The "strategy" to tap the deep value is "making explosions", which is summarized as the second "hard power" of Tencent News. In addition to traditional news information, the six studios of Tencent News have also created a series of classic IPS, such as Thirteen Invitations, Time Me, Financial Meeting You, Starry Speech, Dialogue with Strangers, etc., and produced a series of explosive content such as A Woman Who Called Hello, covering non-fiction writing, talk shows, documentaries and other forms, and built a rich and beautiful in-depth content matrix.

"Thirteen Invitations" series talk shows are typical cases of deep value strategy and explosion strategy. The program "collides" the interviewee's views with Xu Zhiyuan's "biased" position and values, which is also the orientation of Li Lun, producer of Thirteen Invitations and deputy editor-in-chief of Tencent. At present, the total broadcast volume of Thirteen Invitations in four seasons has exceeded 65.438+300 million.

Chen Xiaonan, deputy editor-in-chief and chief host of Tencent. Take the lead in creating "Talking with Strangers" in the summer solstice studio to explore the stories of ordinary people. Douban scores in all three seasons were above 9, and the fifth program in the third season got a hot search of 12.

The cooperation between deep content and brand helps the brand to realize the deep binding with the program IP, and through the mode of "topic setting and scene combination", the brand value is naturally output in the content. For example, Lexus and Thirteen Invitations have been cooperating for many seasons. For Lexus, the brand image and the high-end humanistic tonality of the program have formed a deep integration. At the same time, the rich display space of the program provides the brand with the possibility of "deep customization" innovation cooperation.

The third keyword put forward by Tencent News is "Chuang". Whether it is the "creation" of new IP, new content products or the planned brand customized marketing model, it can continue to export "creativity" in business, serving the construction of Tencent News' long-term value system and contributing to the construction of brand value.

In terms of content, "national culture" will be the core layout of Tencent News 202 1. Yang Ruichun, deputy editor-in-chief of Tencent, said. Com, high recognition, high extensibility and positive value are the core values of cultural IP. Cultural IP can not only effectively radiate domestic and foreign audiences, but also help IP itself to connect with various cultural events and brands and further exert its value.

In the specific method of "building" cultural IP, Tencent News hopes to use content creativity to build cultural IP into a link between brands and audiences, and fully combine cultural value, content value, social value, commercial value and communication value. Take the upcoming 202 1 "Creation of the Forbidden City" as an example. Tencent News will invite many famous artists to enter the Forbidden City to create contemporary works of art related to the Forbidden City, showing the tension and charm of the Forbidden City culture. In addition, there is the first documentary variety "I am waiting for you in Dunhuang", focusing on intangible culture and trends, such as cultural IP such as "Burning Night" to create cultural content contacts for more brands. At the same time, for young viewers, it is of far-reaching significance to be able to see and understand the real China culture through the cultural IP with both "thickness" and "depth".

In addition to innovating the content system, Tencent News' business value system based on "trust" and "depth" will also usher in a "creative" system upgrade. Tencent News will achieve "trust endorsement" for the brand based on the credibility of the platform. At the content level, Tencent News will develop content customization and creative workshops. He introduced that at present, the six studios of Tencent News have achieved creativity in business cooperation, better served the brand with differentiated content, and at the same time have the ability to customize business content.

Facing 202 1, Tencent News will further strengthen its own content and business system with "Chuang" as the key word to realize the coordinated development of content value and business value. From insisting on "information security" to providing users with "aesthetic pleasure" and finally presenting "sense of value accomplishment" with the brand, Tencent News relies on high-quality and in-depth content, which not only opens users' eyes, but also establishes confidence and strength in business value, and promotes a win-win situation between content value and business value.