From the comments of the article, it can be seen that the shareholders understand the company.
Based on the consideration of traffic, the higher the number of reads, the better, and the more people who comment, the better.
But you can't have to have a high number of articles to read, but also to have very in-depth and professional articles, because this is completely inconsistent with the distribution of shareholders' cognitive levels.
So you can see that the self-media with a lot of traffic are basically pan-finance, or investment research analysis with a low degree of professionalism. Because such articles have a wide audience, anyone can say two sentences, and the data is easy to do.
Twenty-eight principle, pyramid distribution.
Flow orientation and investment research orientation are incompatible.
The articles that are read are very high, and very few are very professional articles from in-depth analysis companies; Because investors can't understand this kind of article, they can't speak at all, let alone give comments. I'll talk more about that later.
Let's start with the current mainstream practice.
At present, from self-media creators to investment platforms, they are basically traffic-oriented, if they are topical, the content of the article is topical, and the professionalism is ranked low.
For platforms, they need user activity, and with user activity they can monetize.
Weibo, Toutiao and other platforms are currently biased towards the topicality of content.
The picture below is the stock market article that I sent at the same time as Toutiao.
Anyone in the stock market can say two sentences, specific topicality, 20,000 readers, 99% from system recommendations.
But what puzzles me is the recommendation mechanism that the WeChat public account has changed since last year.
The WeChat public account pushes WeChat articles to groups other than fans, taking the route of today's headlines.
Even if you don't follow the official account of Xiaobei Reading Financial Report, as long as the content of my article, especially the title of the article, matches the tag in the recommendation pool, the system will automatically push the article to people who do not follow Xiaobei Reading Financial Report.
Therefore, as long as the "label" is matched, Xiaobei can receive an obvious effect of increasing fans when reading the financial report.
The following figure shows the source distribution of the number of articles read in the background of my official account.
Its origin is similar to that of the headlines.
Half of WeChat's reading volume comes from system recommendations;
It turns out that the number of readers who have followed the fans only accounts for about 40%.
This means that now WeChat's recommendation mechanism has brought me a bonus period for staking land;
If I want to grow a large fan base, I should focus on the number of referrals. Because the larger the number of recommendations, the higher the number of readings of my articles and the higher the number of new fans I attract.
WeChat launched this recommendation mechanism to give creators more opportunities for traffic growth; But this also makes it less and less differentiated, more and more like today's headlines.
At present, many listed companies are suffering from this.
Many articles with tens of thousands of reads are not articles with professional analysis, but articles that best match the WeChat recommendation mechanism; In addition, some companies are hot companies and are easy to be recommended by the background, so this kind of article is widely disseminated.
However, the WeChat background does not have any review and supervision of such articles, after all, it wants topics and traffic, and the content of these creators just brings traffic, so this is very in line with the orientation of WeChat, and creators and WeChat belong to the common interests of the united front.
But listed companies are more miserable.
Blind guess, this may give rise to the business model of "post deletion fee", the public relations staff of listed companies will be busier and busier, and the company's public relations expenses will be more and more.
I don't know how Tencent will solve this problem.
If the price is not negotiated, the self-media will not delete the post, but the permission to delete the post is only available to Tencent; You can't go public to pay Tencent for Tencent to delete posts, right?
Finally, let's talk about why writing articles, traffic orientation and investment orientation are not compatible.
I realized this problem at the beginning of this year, and after more than half a year, I have reaffirmed that my views at the beginning of the year are still applicable by constantly writing articles, observing the number of readers, and communicating with my peers.
The "28 principle" applies wherever it is placed, and in any industry, people who are truly professional may only account for 20%, or even less than 20%.
Experts who are surrounded by high traffic every day may not be the 20% of people who are really skilled. So, why do so many people come out to listen to those experts and have so much traffic?
Because experts belong to that 80% of the population, only the same kind will attract the same kind.
But the truth may be in the hands of the 20% who have no voice.
The rare 20% of professionals don't speak up, either because they don't need to speak up, or because they don't bother to speak up, or because no one understands them.
In the case of the stock market:
The 20% of people who are really professional may have long been too lazy to speak up; Their professionalism has allowed them to make money in the stock market, and their lives are free, so they don't have to please readers for the sake of traffic.
In terms of career planning:
The living conditions of the top 20% of people in the industry are my career ideals. Even if I can't achieve it in ten years, I'll keep chasing it.
I just want to find a place to stay quietly, without listening to the noise made by the people upstairs every day, and I don't have to deal with people I don't like, and I don't have to vomit in the stomach.
希望能尽快过上理想的生活，Wealthy and Joy。