Words such as information explosion, information overload, and information turbulence have become footnotes of the era that the public frequently uses. The Internet has allowed everyone to have the ability to produce, aggregate, disseminate and obtain information, and information

©️Shenxiang Original · Author｜Lu Yue

Words such as information explosion, information overload, information turbulence and other words have become footnotes of the era that the public frequently uses.

The Internet allows everyone to have the ability to produce, aggregate, disseminate and obtain information, and information expands rapidly. Volkswagen has devoted time to more information, and its already extremely limited mind is more crowded and the trend of fragmentation is more prominent. Sharp and extreme content took the lead in occupying the winning high ground, causing more people to fall into chaos, making it difficult to distinguish between true and false, and between right and wrong. At the same time, people are always used to being guided by interests, and the problem of " information cocoon " is difficult to avoid.

For the public, the time cost of efficiently obtaining clear, real and rational information is very high. It is difficult not to be swept by group emotions, and there is no certainty in the field of vision.

For brands, many pain points appear: fragmentation makes marketing conversion more difficult, and the creative time window period is shorter, making marketing effects shorter.

After passing on the situation of the public to the brand, the brand actually needs to think more about the marketing link of the public.

Individuals in the information torrent still need deep content

Deep content still has a considerable amount of content space and market space at present. After the popularity of

short videos, the duration has continued to extend, which indirectly reflects the limitations of content - "short" cannot carry in-depth content, and users still have a demand for in-depth value, and it is becoming increasingly strong. At the same time, users' demand for content is no longer limited to "interesting", and "useful" content has begun to be highly sought after. For example, professional content in finance once began to rise rapidly. Even in the field of legal knowledge with extremely high thresholds, cases of Luo Xiang becoming popular across the Internet can appear. The same is true for long videos of

. In the past, documentaries were considered niche content, but in recent years, they have become a favorite of young people, and programs related to history, humanities, and society have also become more popular. For example, the Douban score of "My Bronze Age" created by Tencent News reached 8.5 points, and the opinions of the interview guests and the golden sentences collide with the host Chen Xiaonan can always become hot topics.

The public, especially young people today, have a stronger demand for in-depth content that is real, rational, and has a sense of gain, and drives spiritual growth than they imagined.

Such "mass-based" content is bound to be used by brands to form a shortcut to communicate with users.

In the past, brand marketing methods and channels have been solidified, and just "advertise them". But now, advertising is just an "opening remark" for communication with users. Brands need to communicate in depth and truly penetrate into users' minds before they can ultimately lead to transformation.

more professional and valuable in-depth content, not only short-term enlightenment, but also long-termism can be used in the long run and maintain long-term vitality in the changes in external information, and its significance is highlighted.

"Forrest Gump"

Nike sneakers has appeared in many movies such as "Forrest Gump", "Mike", "Back to the Future", " Terminator ". The values ​​and spirit expressed in these classic movies are projected on brands and products.

Coca-Cola has reached cooperation with the Olympic Games for decades and established a series of Olympic affiliates and targeted programs, which further expands its global influence.

Overseas century-old brands have given the answer - building a brand is always necessary, and differentiated and high-value content can be connected with users for a longer and deeper time spanning a century.

's scarce "new content oasis"

in-depth content itself has a higher creative threshold, so it is even scarce; suppliers in the industry and high-value "communication" media that can create and carry these content are also very scarce.

In a deep content "desert", Tencent News has actually been continuously building this scarce "new content oasis".

At the 2022 Tencent News Beautiful Content Tasting Conference, Tencent Editor-in-Chief He Guoshuai said that he will "commit to creating beautiful content, hoping to create a content oasis with this, thereby building a new communication environment, so that the truth and consensus can be revealed, gain a foothold, and bring some definite directions."

Information is the foundation of Tencent News and is also the source of confidence for it to become a "content oasis" builder.

News records society, disseminates information, and reflects the times. Timely, truthful and rational are its innate attributes. Penguin Think Tank's "2020-2021 Digital Content Industry Trend Report" shows that 41.3% of users believe that advertisements appear in hot news, in-depth reports and high-quality columns, making it feel the most trustworthy.

, credibility has always been the advantage of Tencent News as a professional information platform. It has professional, reliable and timely reporting hot information, and can provide the public with a sense of information security. According to the National Information Center's "2020 Chinese Internet Media Social Value White Paper", Tencent News' online media development index ranks first in commercial media.

Relying on media credibility, Tencent News provides a brand's business communication environment "Trust endorsement". The value of trust is also the "new temperature" emphasized by Tencent News, which is a "new oasis of content".

brand can take advantage of platform resources, including major events, vertical content, short video matrix, ace column, etc. Among them, vertical content is the core of content required by users. Brands can obtain more diverse and adaptable choices, and can quickly establish information connections with users.

Next year, Tencent News will fully open eleven vertical content channels to help brands improve Contact users quickly, better and more accurately.

In addition to news information, Tencent News' "confidence" also lies in the original content shaping power.

" Thirteen Invitations ", "Caiyou", " Prayer ", " Talking to Strangers " and so on are all produced by Tencent News in recent years. After the program was broadcast, the scores on Douban were all above 8 points. "Thirteen Invitations" are a frequent visitor to the hot search list, and "Prayer 1" won the first season of "Prayer 1" The total number of views of the official website exceeded 1.5 billion, and many of the real characters and stories in "Talking to Strangers" have become hot topics on the Internet. In-depth content has achieved popularity on the basis of content that is both professional and in-depth.

popularity means that in-depth content is not limited to niche areas due to the threshold for content acceptance, but can gain attention as widely as entertainment content. Thanks to professionalism and depth, the content itself has more values, which arouses emotional resonance among users of the circle , and goes on One step is to accumulate high-value attention. The value of people like

has formed a "new fertile ground" in the new content oasis.

In addition, the value of in-depth content is also extremely different, which also forms the "new air" in the new oasis of Tencent News Content.

not only uses professional, real and valuable content for brands. On this basis, in-depth content allows brands to obtain differentiated marketing content display methods, but also forms a differentiated brand tone in the industry. At the same time, through the attention to humanistic and social reality through professional news content, the brand can also highlight its own sense of social responsibility.

Sense of social responsibility is the reputation of the brand "higher dimension". The report "2021 Brand Sensitivity Index" released by FutureBrand also shows that trust is more critical in uncertain times. The public's attention and trust will give brands that can prove that they have a positive impact on the social environment.

Oreo charity short film "Inseparable Love"

This year, Oreo conducted activities with Tencent News, Tencent Charity and China UNICEF , and released the "China Cities 996 Children's Status Report" and charity short film online, and also conducted charity fundraising offline, which attracted widespread attention from the public.

of course reflects that social responsibility is not only for children's welfare, but also for attention to the social environment. Another key track of Tencent News' commercial content architecture in 2022, the original products include five categories: cultural surfing, role models of the times, business insights, social energy, and technological pioneers.

Among them, social energy pays attention to society and corporate responsibilities, which can directly provide a stage for the brand to show its presentation; role models of the times are the focus of public emotional resonance, and brands can form emotional resonance with users; paying attention to business insights and technological pioneers can reflect the brand's own professionalism and entrepreneurial and innovative spirit; cultural surfing can enhance the brand's thickness and demonstrate its own cultural positioning and unique values.

content is always the "third communication element" outside of products and services, and is the key to achieving in-depth communication and resonance with consumers. This is also the reason why "content is king" is generally emphasized in marketing.

and in-depth content has its unique value - not only for a moment to attract attention, but also truly improves the frequency and efficiency of communication with consumers, thereby improving user stickiness and conversion.

Starting from real information, inspiration and encouragement, and spiritual resonance, Tencent News Content New Oasis not only brings differentiated choices in content marketing, but also a new idea that can be reused for a long time.