The greater the influence, the greater the responsibility, WeChat's official supervision of the content environment has been strengthened year after year, vulgar novels, black five, pornographic articles illegal sealing, combating induced to share, three-level distribution, and other initiatives to ensure that the output of the public platform of the content of the higher quality.
Although the rise of short videos in recent years has dispersed some of the attention of users, and the open rate of public articles is gradually declining, but whether in the traditional media or the Internet era, graphic and video are parallel dual-track, for the content entrepreneurs and advertisers, as long as the mainstream daily social habits of WeChat remain unchanged, decentralized WeChat's public platforms are still an important means of content output and real estate. The first is to make sure that you have a good idea of what you want to do with your life.
So, what changes have occurred within the public number ecosystem in early 2019? Let's take a look through the data together. (The following data are all from the 500w public number samples that have been included in the watermelon data platform, and are for reference only)
In the first quarter of 2019 , the cumulative number of public numbers that still kept sending articles reached 1.756 million, with a cumulative volume of 322 million articles, and an average monthly output of 107 million pieces of content. The actual number of articles posted in February was significantly reduced due to the impact of the spring holiday.
And 80% of these public number headline average reads were below 1,000, and only 7 out of 10,000 public numbers (about 400 or so) headline average reads reached 100,000+.
From the monthly amount of new public numbers in various industries, information, entertainment, emotion, etc. is the main industry selection direction of the current new entry into the field of public numbers, and from past experience, these types of public numbers are more sensitive to hotspots, and it is easier to create explosive articles.
On the other hand, in Q1, the total number of new public numbers blocked per month is on a downward trend, indicating that the number of vulgar, malicious, and lure-sharing articles is gradually decreasing under the environment of WeChat's official strict regulation. In terms of the classification of blocked public numbers, emotional and funny anecdotes are more likely to have violations that lead to blocking.
As of early May 2019, public numbers from 333 prefecture-level cities across China have been included on the watermelon data platform. The top 5 provinces in terms of the number of public numbers in Q1 are Guangdong, Shandong, Zhejiang, Jiangsu, and Henan. The first ranked Guangdong Province Q1 quarter *** issued 856w articles, the daily average of 9.5w articles, some we are familiar with the millions of big numbers: Guangdong know one or two, Guangdong **** Youth League, the old sister, etc. are all belong to the Guangdong region.
In the past two years, WeChat's official support for a series of small program initiatives, there have been more and more small programs bred, if the core of the public number is the content, then the core of the small program is the product.
Among all the public numbers that issued articles in Q1 quarter,*** there were 47,265 (2.7%) public numbers that inserted small programs in their 208,4w articles (6.5%), with a cumulative exposure of 2.36 billion times. Almost 4 out of every 100 pieces of content will insert small programs, and each small program can reach an average of more than 110 times of reading exposure. Compared with March and January, the amount of small program binding has also risen significantly.
In terms of original article application, 20.4w accounts added links to read the original article in 362w articles on average per month in Q1 quarter.
From the data of accessing the original article app from January to March, the apps with the most public numbers accessed were "Palm Cloud" and "Yauzan" mall, while the sites with the most exposure were "Yauzan" mall and "Yauzan" mall and "Yauzan" mall. The sites with the largest exposure were "Yuzhan" mall and "Tencent", with exposure reaching 576 million and 222 million respectively. Four of the top ten seats are in the novel category.
After talking about the flow side, and then look at the advertising side, the drama of a media platform released in the first quarter of 2019 data show that the Q1 quarter of the traditional media ads placed in the publication consumption fell 16.2% year-on-year, an increase of 11.2%, in addition to the external factors of the overall market environment, the main reason for the decline is that the majority of the investment of funds have been allocated to the field of new media. Advertisers began to control the benefits more, from the original emphasis on brand exposure gradually changed to pay more attention to the actual conversion.
In the field of public numbers, most of the media owners who can realize that content is advertisement and advertisement is content are kol in the industry, which not only cultivate a group of sticky fan groups, but also are highly praised in their ability to bring goods.
During the first quarter of 2019, the hottest placement among the 24 popular industries was in the education and training industry, with 14% of the total number of ad articles, and a number of well-known education brands were among them; followed by recruitment-type ads, with a share of 8.7%.
Over the past two to three years, new media has created the business model of knowledge payment, and many senior brand parties in the education industry have begun to take advantage of the traffic and content of new media to carry out a new education model combining online and offline. From the trend of advertising, the conversion effect can be imagined.
From the statistical data, the highest number of ads received in the whole Q1 quarter is the information category, followed by emotional and educational accounts. This is not only related to the advertisers' precise targeting, but also to the total number of public numbers in different industries.
Overall ad placements increased slightly in March after a brief decline in February. In the monthly advertising articles, the number of headline advertising articles accounted for 36%, the second article accounted for 21.4%, and the rest of the position accounted for 42.6%.
Above, this is the entire content of this Q1 quarterly analysis report. Watermelon Data, as a domestic professional public number data analysis and monitoring platform, will release public number ecological related industry reports from time to time in the future, with the help of big data to analyze the latest industry dynamics and development trends.