Summary of Key Points
This article focuses on the challenges faced by institutional media on third-party platforms such as WeChat and Douyin. On one hand, high-quality in-depth reports like "Wang's Conjecture" from Guangxi Daily have gained significant attention, demonstrating the enduring impact of professional content. On the other hand, most institutional media are engaged in a competitive race to generate large volumes of content, using sensational headlines and fragmented information, effectively becoming free content providers for these platforms. The article outlines the journey of institutional media from resisting third-party platforms to creating numerous accounts, only to later shut them down or switch to other solutions. It analyzes the underlying reasons for this competition, including performance metrics and shifts in user attention. The author argues that as long as evaluation criteria still prioritize traffic, the cycle of excessive content production will continue. Only by returning to producing professional and in-depth journalism can media organizations achieve lasting success.
1. Why Did "Wang's Conjecture" Become a Rare Treasure?
The special feature "Wang's Conjecture" from Guangxi Daily suddenly became a sensation, selling out its print copies, similar to the historical phenomenon of "high prices for paper in Luoyang." What made it so effective? It struck a balance among three key elements: a clever headline (the word "Wang" had multiple meanings, creating suspense), thorough interviews (based on on-site research rather than mere data gathering), and a restrained writing style that was both informative and emotionally resonant. However, why has such high-quality content become so scarce today? The industry landscape shows that most institutional media are focused on producing large volumes of superficial news, with headlines like "Just Now" or "Breaking News" to attract attention, yet the content often lacks substance. For example, when all media outlets report the same story without any variation, readers feel as if they haven't received any new information at all. Journalists are constrained by performance metrics that emphasize traffic numbers, making it difficult for them to produce meaningful work.
2. The Path of Institutional Media on Platforms: From Arrogance to Frantic Account Creation, Then to Consolidation
A few years ago, institutional media looked down on third-party platforms, considering them merely channels through which they could distribute their content. However, they realized that without a presence on these platforms during hot events, their voices would be overshadowed by social media, effectively making them invisible. Consequently, they began to create numerous accounts across various departments and publications, sometimes accumulating hundreds of accounts per organization. The result? Many of these accounts were neglected and became inactive, wasting resources. Now, some media organizations are reevaluating their strategy, shutting down or consolidating their accounts on third-party platforms in favor of their own apps. However, users have shifted to social media for news, and without substantial traffic on their apps, journalists are reluctant to post there, creating a vicious cycle.
3. Why Do They Continue to Compete Even Though It's Clearly Free Labor?
Institutional media understand that they are essentially providing free content for platforms in exchange for traffic, which the platforms use to generate advertising revenue, while they receive only statistical data. Nevertheless, they continue to compete:
- Journalists need to prove their capabilities: Poor app traffic makes it difficult to demonstrate professional competence; only when articles gain traction on third-party platforms do journalists feel their work is valued.
- Sales personnel need to secure ads: Advertisers rely on platform statistics, so media organizations must use platform data to convince them to invest.
- Leaders need to meet performance targets: Reports showing high views and search rankings are crucial for demonstrating the media's value.
4. Can Payment for Copyright Solve the Problem of Excessive Competition?
Some suggest that paying platforms (e.g., asking Google or Meta to compensate media organizations) would solve the issue. However, the author believes this won't address the root cause—the problem lies in the evaluation criteria. If metrics still focus on traffic and engagement, media will continue to prioritize quantity over quality.
5. The Way Out: Less Quantity, More Quality
The success of "Wang's Conjecture" highlights the need for a shift in approach. Instead of producing large volumes of superficial content, media should spend more time on high-quality, in-depth reporting that AI cannot replicate (e.g., exclusive interviews and thorough investigations). While algorithms and traffic can boost short-term performance, it is professional depth that ensures long-term impact. Readers remember the quality of the work, not the quantity of posts.
This article serves as a reminder to institutional media to focus on substance over volume. It also helps the general public understand why the news we see often lacks substance and what truly meaningful journalism should look like.