Research background
1. With the rise of Toutiao, Toutiao account is becoming an important traffic acquisition channel and brand exposure medium, but the relevant operating methods are not as mature as WeChat public accounts. It is urgent to understand the operation methods of excellent cases;
2. Toutiao has begun to vigorously support excellent original content and original authors, but in addition to advertising, Toutiao account's commercial profit model is still in the exploration period, and it is necessary to conduct preliminary research and analysis to be the commercial layout of Toutiao accounts in the future;
3. The competition between users and traffic is becoming increasingly fierce, and it is urgent to analyze and understand the concerns of lottery users.
Overview
This survey took one month, and the data statistics involved ended on September 27, 2017. The survey selected 29 lottery headline accounts with more than 50,000 fans and their content for analysis, and further analyzed the excellent headline accounts in the industry such as Sina Lottery, Lottery Little Zhuge, Lottery Master, Shuangse Ball Master, Deyi Rules.
Number of fans analysis
This survey counted 29 lottery headline accounts with more than 50,000 fans:
1. Distribution of fan volume: 2 first echelon (300,000+), 6 second echelon (100,000+), and 21 third echelon (50,000+);
2. Competitive pattern: NetEase and Sina firmly occupy the head, lottery masters (Lottery Master, Niu Cai Master, Niu Cai Club), Wei Cai Club (Cai 88, Wei Cai Club), Kingsoft Lottery (Previous Lottery) have a large number of fans, and the official Toutiao account has not had a large number of fans, and the rest are mainly personal headline accounts.
Excellent article reading volume analysis
This survey selected the top 5 related reading data of the top 100 news of the above headline account:
1. After each lottery ends, the headline will pop up windows to display the lottery information of NetEase Lottery or Sina Lottery, resulting in the extremely high reading volume of NetEase Lottery and Sina Lottery; the headline account data related to
2 and Hainan Qixing Cai performed particularly outstandingly, which was extremely mismatched with the number of fans. Among the headline accounts with an average reading of more than 100,000+, 3 are related to Hainan Qixing Cai. Even the headline account with the lowest reading volume, the average reading volume is as high as about 70,000.
Competitive Landscape Analysis
By analyzing the above headline account data, it was found that:
1. Internet media has the top advantage - not many, but a single headline account has a huge number of fans;
2. Personal accounts have the long-tail advantage - many, and a single headline account has a low number of fans, but the total number of fans is large;
3. Official institutions have a small number of headline accounts, a small number of fans, and a low user popularity.
Article type analysis
1. The article type is generally mainly based on lottery prediction, and lottery prediction has an absolute advantage;
2. Overall, personal headline accounts focus on lottery prediction, Internet media mainly focus on prediction, supplemented by information, and official institutions headline accounts mainly open prize information and winning news.
Excellent case
Sina lottery
1. Backed by Sina, it has strong media attributes, a long history, and rich and diverse article types;
2. The number of fans of Toutiao account is 334,000, which is at the top level among Toutiao competitors.
1. The content is diverse and the update frequency is particularly fast;
2. The reading volume of articles is unstable and generally low, but articles with a reading volume of over 100,000 from time to time will appear. Among them, the Lotto Lottery News generally receives extremely high reading volume. The main reason is that the Lotto Lottery News push of Toutiao mainly uses Sina Lottery content, but overall it does not match the number of fans;
3. The content of the articles is rich and diverse. In addition to providing their own content, it also quotes a large number of third-party content, especially prediction-related content (such as the screenshot on the right).
PS: The situation of NetEase Lottery is similar to that.
lottery Zhuge
1. The number of fans exceeds 111,000, which is the personal account with the highest number of fans among competitors;
2. The main content of the article is prediction and lottery information, which is one of the few personal headline accounts that can make lottery information reach 100,000+ read volume;
3. The number of readings of TOP5 articles is 134,800, which is at the top level among competitors, second only to Deyi Rules among personal accounts, and is the most read personal headline account with the public lottery.
1. The content of the article is very short, and it firmly grasps the psychology of lottery players. The title of the article is very inflammatory;
2. The lottery content is updated in time, and the analysis of the lottery results is the biggest feature of this headline account. The relevant analysis is completely based on the perspective of lottery players. It reveals the various doubts in the hearts of lottery players after the lottery draw, and even helps lottery players find out the doubts about the lottery results, which is very close to lottery players;
3. The update frequency is not fixed, and the article update frequency is generally not high.
Lottery Master
1. Lottery Master (parent company: Beijing Niucai Technology Co., Ltd.) has implemented a multi-brand strategy on Toutiao account and established a headline account matrix with three headline accounts as the core;
2 and Toutiao account have a total of more than 350,000 fans, with a total number of fans very large, and the number of fans of a single headline account is also high;
3. The content focuses of the three: Lottery Master and Niucai Master are both predictions, with winning news as supplements, and other content supplements, Niucai Master is pure prediction;
4 and TOP articles are average readings Maverick Lottery (80,200)＞Niucai Master (74,400)＞Lottery Master (70,800), both of which are medium and upper-level.
PS: The article type statistics in the picture are only for Lottery Master one headline account
1. Lottery Master’s headline account matrix is essentially positioned as the diversion channel of its own lottery O2O platform. The download portal of the corresponding product is placed in a clear position at the homepage and the bottom of the article;
2. The content of the article is short and the language is concise. Almost every article is inserted into the screenshot of the winning prize of its own lottery O2O platform, attracting users to download, and the content of the article is relatively similar;
3. The update frequency is low, but the average reading volume of the three headline accounts can generally be maintained at more than 20,000.
Double Color Ball Master
1. The number of fans is close to 160,000, which is a very high-level in the industry;
2. The main prediction of the article content;
3. The TOP5 article readings are 58,800, which is a low-level among competitors, which is very different from the number of fans.
1. The content of the prediction post is very short, almost every article only provides one expert prediction number;
2. The number of articles is not outstanding, and the number of readings ranks low. It is estimated that the accumulation of fans is mainly due to the fact that it is the keyword of the Double Color Ball (Shuang Color Ball is an extremely popular search term in the lottery industry) and the user search first (such as the screenshot in the middle);
3. It mainly relies on providing online lottery purchasing channels to make profits, click the winning secret to jump directly into a third-party lottery purchasing website.
Deyi rules
1, mainly focusing on Hainan Qixingcai prediction, and has a WeChat official account;
2, Toutiao account has 75,000 fans, WeChat official account fans are estimated to be within 50,000, Toutiao and WeChat fans are not outstanding in the lottery industry;
3, TOP5 articles have an average reading volume of 177,400, which is an absolute top level in the industry. If NetEase does not have a headline pop-up push, it is expected that this data will be the first in the industry, and other Hainan Qixingcai related headline accounts are also quite high.
1. The content is mainly based on pictures. The picture content is mainly based on the drawing rules made by the Goli Qixingcai APP;
2. The title format of the article is uniform, concise and to the point, and the reading volume is generally high;
3. Pay more attention to WeChat ID, and hopes to guide users to WeChat and then guide users to reward or sell monthly packages (such as screenshot on the right).
Author: Zhang Bo, working for the lottery big data provider Wangcai, responsible for the research and analysis of the lottery industry.
This article was originally published by @XXX on Everyone is a Product Manager. Reproduction is prohibited without permission.
title picture provided by the author
