2 From the era of portal to the era of information flow , Good content is ignored ？

source ： attachment Insight（ID：lxinsight） author ： Wang Huiying

“ Ding Ding ”, Wake up every morning , Mandarin's mobile phone screen will be occupied by more than a dozen pop-up messages . These are not wechat messages , But from the major information software .

As an Internet native , In the face of numerous information , Mandarin is not always on , Only a small part of selective reading .

Behind all her choices , There is a driving force behind them . The driving force behind this is the algorithm , It's the system , It's a recommendation mechanism .

This point , Wang Kun, who has been in the Internet circle for more than ten years, has long felt . until 2021 At the beginning of year , Wang Kun is determined to change this matter . At the time , A conversation led to the birth of a new community product —— Feather krypton .

Wang Kun and 36 krypton CEO Feng Dagang reached an agreement , Feng Dagang said ：“ The content of the current industry is excessive , People need to break the information cocoon .”

Now? , Wang Kun is 36 Krypton Vice President , It is the product director of lingkrypton . According to Wang Kun and the founding team , Lingkrypton is a “ Against the tide ” Products , That is, against the development of the information flow era .

In the products that go with the trend , What people value is the size of the market 、 User size and user duration , Creators and users are often coerced by systems and traffic . What is visible to the naked eye is , When the content production of the platform is increasing , The density of high-quality content is declining , The probability of high-quality content being seen is also declining .

In order to improve this situation , Feather krypton goes upstream , An artificial screening mechanism has been adopted . Krypton plume , Users are divided into managers and consumers , The manager forwards the content he is interested in or approved through personal judgment , Make recommendations for their followers .

In terms of distribution logic ,“ The distribution mechanism of krypton is a logic of concern , In this attention logic , Consumers only pay attention to the person in charge , Then you can see the content of the manager .”

Such feather krypton , Maybe we can find a habitat for some people who are willing to share good content .

1、 The era of information explosion , The algorithm is not enough to understand users

The era of information explosion , How can users filter information efficiently ？ No one can give this answer .

When information flows in like a sea of water , Users often cannot distinguish what is valid information , Especially for ordinary users , Can't even tell the title party 、 And what you really want . This is a problem that the content industry has been criticized in the era of information flow .

let me put it another way , Users have been suffering for a long time .

“ Do the distribution of industry information , We should find ways to help users get the most valuable information in the shortest time 、 The most useful content .” Wang Kun said .

Wang Kun released the news in lingkrypton , Explain the product concept of lingkrypton  

People work faster and faster , Getting information basically depends on fragmented time , This has higher requirements for the efficiency and quality of information acquisition . But the content industry has moved from portal to information flow , Users' demand for information acquisition efficiency has been growing , Only algorithm recommendation does not meet the needs of users .

“ There are still many people who want to be able to read , Can save time , Make the whole information matching more efficient , Instead of killing time .” Wang Kun said .

what's more , At the business level , The value of a single user of the content consumption platform is too low .

For now , The business model of content consumption platform mainly depends on traffic - advertisements , The operation of the whole business model , Rely on huge traffic input .

To be specific , On the one hand, the platform needs to continuously increase content output , So as to increase user click through rate and retention time , Even vulgarization 、 The content of the party , As long as users click to watch .

On the other hand , When the power of content production is expanded from professional media to we media , At this time, in order to expand influence , We should constantly increase the output of content , The quality of the content is invisibly diluted , Even vulgar content .

In the process of this evolution , The ecological quality of the whole content has declined , High quality content density becomes lower , The chances of high-quality content being seen are also getting lower . Users also become numbers under the system , Even abandoned .

Based on this problem , Many people are trying to solve or improve , But it has not explored a new product or mode that completely abandons the algorithm recommendation , At this time, krypton appeared .

just as 36 krypton CEO Feng Dagang said ：“ The most popular content products focus on efficiency , And we hope to find a balance between efficiency and quality , Add a human filter between information and information , It may be of higher quality than simple machine Screening .”

2、 How does lingkrypton do content community ？

last year 9 month , Lingkrypton quietly goes online . At first, only 36 Some of krypton's readers and a few creators in the financial science and technology circle conducted an internal test invitation . Until this year , This product has been brewing for a long time before it enters the public view .

Behind this product , Is an Internet person with nearly ten years of product experience . Wang Kun is joining 36 Krypton front , He worked in 360、 Baidu 、 Netease and other top Internet companies . in the meantime , He experienced the helplessness and hesitation of the content industry from the portal era to the information flow era .

“ The portal platform is passive , They can only defend , Trying to retain content ‘ Ivory tower ’.” Wang Kun said .

See such changes , Wang Kun has always wanted to make one that can really help users save time 、 Efficient content acquisition tools and communities . Fortunately, , Wang Kun and 36 krypton CEO Feng Dagang's ideas coincide . A human centered content community lingkrypton , emerge as the times require .

Community , Focus on the communication between people , And the content community , It is to use content to connect the communication between people .

This is what lingkrypton wants to do . The feather krypton takes its meaning from the English word 「Link - Connect 」. Compared with the pan entertainment community that focuses on content production and interest gathering , Lingkrypton pays more attention to the recommendation and sharing of high-quality content .“ The core of krypton is to distribute content in a human dimension , In essence, people themselves are making judgments .”

Feather krypton LINK page  

But this is bound to be a difficult road , Especially for the first people who ate crabs . In the algorithm recommendation mechanism , Users' favorite content can quickly reach users , How should krypton balance high-quality content and distribution efficiency ？

The most important change is , Wang Kun believes , After manual editing 、 After three rounds of iteration recommended by the algorithm , Future information recommendation mechanisms need to be added “ people ” Factors .

for instance , Krypton plume , Users are divided into managers and consumers . The moderator is the publisher of the content , Consumers are the recipients of content . Content consumers can choose who is his “ Content editing ”. This makes it cheaper for users to filter content , At the same time, let their matching efficiency become higher .

meanwhile , In order to make the content more structured , Lingkrypton did two things . The first is krypton , This is the reading headline created by the manager for consumers ; The second favorite of the whole network , This is the reading headline created by users for themselves . In favorites , Users can customize the label , It is equivalent to creating an information flow for yourself .

Feather krypton “ Krypton set ” and “ The whole network collection ” function

Wang Kun revealed , In the future, when users pay attention to a certain number of principals , Krypton will make corresponding prompt .

“ We don't want to limit the number of users' attention , But it will remind users of this , Use this product interaction form to help him pay attention to the principals he really cares about as much as possible .”

It is worth mentioning that , Since its inception , Lingkrypton has been insisting “ User invitation system ”. A yard of elusive feather krypton is more like a “ reserve ”, Gather people with the same characteristics .

“ The original intention of making lingkrypton is to help users save time 、 Improve efficiency , We don't want to make it big from the beginning , This may distract us from our goal .” Wang Kun said .

The core keyword of krypton is efficiency 、 Sense of gain and identity . Users can spend 10 Information obtained in minutes , Users should not stay in the product 20 minute ; Users can not open app Just finish things , Don't let users open it more than once .

The deeper meaning is , This is a challenge to distribute content to algorithms .

3、 Products that go against the trend , How to make “ A sense of atmosphere ”？

“ Feather krypton ,Link People you care about and TA Concerns .” This is krypton's slogan.

Want to interpret this sentence , Lingkrypton made a lot of preparations . In terms of content , Community products need a solid core , That is, a clear community orientation .

Krypton plume , The manager can publish every day 1-5 Article content , But it must be based on a link （ Including graphics and video ）, Consumers go through “Link” The manager gets the content and topics he is interested in .

“ The person in charge is Linker, Use your own cognition and thinking , Build a bridge between high-quality information bank and users , Go to Link both , Save users' time and cost of crossing the river .” A leader of lingkrypton described it like this .

What can't be ignored is , The principals and consumers have formed the existing ecology of lingkrypton , But if the person in charge is regarded as KOL, Refer to previous community products , Head KOL Stories of successive departures are frequently staged , Throughout every content community product .

Keep the manager , Become a problem that the content community needs to face , It is also what krypton must solve . When the manager enters the new platform , Often form their own private domain traffic , In order to help the manager retain these traffic , Lingkrypton went online this year “ hut ” function . This cabin is similar to wechat group chat , It is a place for the manager to communicate with fans in real time , Only managers can create .

Feather krypton “ hut ” function  

what's more , The appearance of the cabin makes lingkrypton no longer the unilateral output of the manager , Instead, it meets the two-way interaction between consumers and managers .

In Wang Kun's view , Lingkrypton is a fan value content platform . The first thing users see is the person in charge of their attention , Then I saw the content shared by the manager , At the same time, it will force the manager to look for good content , Enhance the awareness of being responsible to fans .

There was a manager who described his experience like this ,“ Four months after the arrival of krypton , I was forced to read .” He said , Krypton is a force to expand his reading 、 Screening articles 、 Tools for deep reading , It is also a record of thinking 、 A platform to discuss with others .

He told his fans , Stay away from the short video base , Read at least two or three in-depth articles every day ; Read at least... Every day 1-2 Hours of paper books ; Write with pen , Write down your view and understanding of things ……

In the long run , Exist in the business world of the Internet , Commercialization is an inextricable proposition . But in Wang Kun's view , At this stage, krypton , What matters is not commercialization , It's about creating an atmosphere .

The so-called atmosphere , Is to let the people in the community have a set of exclusive “ Language ”. Of course , This is also more like a kind of cultural identity . For example, Zhihu exclusive “ Thank you ”、B Standing is self-evident “ Sure next time ”.

Lingkrypton, which has just started, wants to form such an atmosphere , It will take time . Wang Kun said , Their expected pace of development is in 1-2 Create a good product atmosphere in years , When the atmosphere appears , A sense of identity will follow , That's a good opportunity for growth .

A product that goes against the trend , There are many challenges to face , But the imagination is also greater . It's not just krypton , Recognition area 、 The reading rooms are challenging the algorithm in different forms , This may also represent a new direction of content distribution .

In Wang Kun's view , The business models of content platforms fall into two categories . One is mainstream traffic - advertisements , Need a sustained and strong traffic base ; The other is service realization , That is, through content services , To realize commercial income .

Although the latter has not yet formed the mainstream , But what lingkrypton wants to do , That's it. 1%, But something more valuable .