Gen Z Internet Users’ Portrait in Baijiahao-A Platform Released by Baidu for Content Creators

Baijiahao is Baidu’s content publishing, content monetization and fan management platform for content creators. As a content platform that owns tens of billions of traffic, Baijiahao is dedicated to making content distributed to readers in just the right way. A valuable article published in Baijiahao may be clicked, commented and shared by numerous users.

Baijiahao welcomes every self-media publisher to create content in its platform, as long as the account information is guaranteed to be true, complete and in line with the specifications. Creators can publish content through both PC and Baijiahao’s APP. The content published by creators will be distributed to 12 platforms under Baidu’s mobile ecology. Among them, it includes not only the comprehensive Baidu App, but also Baidu Know, Baidu Encyclopedia, Baidu Library, Baidu Bulletin Board, Baidu.com, etc.

The Concept of Youth Is Becoming More Diverse

Age is no longer the only social label for the youth group, and the generation growing up with the mobile Internet is more diverse than its predecessors. Existing studies have yielded some more macroscopic findings. For example, Penguin Intelligence’s “2018 China Media Consumption Trends Report” shows that in terms of news content demand, hobbies and social and livelihood information are the mainstream information that about 70% of users pay attention to, and young users aged 19-25 have a wider demand for hobby-related information.

Young people’s content preferences are not set, but negotiated. The understanding of the relationship between users and media products can no longer be limited to the traditional model. The value of media products is no longer provided by the producer and consumed by the consumer; it is more often created by the consumer and the producer together. Instead of integrating the consumer into the production process of the content creating company solely, the producer is involved in the life of the consumer. In other words, the value of media products is always determined by the consumers, so we do not advocate the use of a limited number of content labels to summarize the content preferences of young people.

The Potential of Youth Group Paying for Baijiahao Content  

In March 2019, Baidu Baijiahao released the “Baijiahao List for squashing rumors” in conjunction with Science China, reporting that the two sides will continue to cooperate in the future, to provide public science services and supervise the purification of Internet content creation. This is a very meaningful content to establish the habit of using products like “Ask Baidu” among the youth group. Continuing this habit of providing in-depth paid services to knowledge and science enthusiasts will be a possibility to try the integration of two product types: search encyclopedia and paid knowledge.

As with the rise of Zhihu, young people are more active learners of knowledge than other groups in different times. Therefore, we can extend new product areas, gather high-quality authors, such as scientists, economics professors and other knowledge groups, and form a new brand for young people, focusing on paid subscriptions.

The Advantage of The Cradle of Fan Economy

Baidu’s user base is very substantial, but it is not yet involved in human relationship matching. In fact, as the earliest fan base originated from Baidu, in today’s fan economy tide, the original fan base created by Baidu Bulletin Board does not seem to be better assembled and play its deep mechanism. As a content pool, Baijiagao can generate more groups based on young fans, and introduce multi-layer payment on the basis of good quality content and community services. On the one hand, it can diversify the profit model, and on the other hand, it can establish a new brand influence in the cultural boom among youth groups.

Why You Have to Try Baijiahao

If you want to use the self-media platform to do promotion and publicity, then Baijiahao is a must-do platform, because its account weight is very high.For example, if you sell a product or promote a company, you can write in Baijiahao, the article is original, the chances of being included in Baidu are very high. When the user search in Baidu to the relevant keywords, your article will rank in the forefront of Baidu, then the user will learn about your products and services through Baidu.Baijiahao is backed by Baidu, and many information platforms of Baidu are its content publishing channels, so you do not need to worry about traffic problems.

Some Insights

In the internal view of Baijiahao, its own advantage is the accumulation of user data and technology. For example, Baidu has 600 million users, 10,000 + tag categories and 615,000 user interest point tags, subdivision tags can reach 10 million. Each user can be described by more than 2,000 tags. With the support of Baidu’s artificial intelligence and big data such as user tags, search and geographic location, it can provide more realistic and accurate insight into users’ needs and analyze their interest points, helping content to be accurately distributed, and helping authors to accurately recognize readers’ behavior and attributes. It is on the basis of accurate distribution, Baijiahao believes that it can establish a differentiated content system with other platforms – on the basis of head content support, the real establishment of content production and distribution system.