Toutiao to Prioritize Content for Gen Z

BEIJING, December 20 (TMTPOST) — Chinese information aggregation service provider Toutiao will prioritize providing quality content and content targeting Gen Z in its next development stage, Toutiao’s president Chen Xi said at the 7th Toutiao Annual Creator Conference on Monday.

Toutiao is dedicated to enabling users to see a broader world, Chen said. In the future, Toutiao will work to improve content quality with creators on its platform and provide better services to young users.

Toutiao launched several incentive programs for content creators on its platform, including a support program for small and mid-sized creators and a new IP & UP program. Toutiao will invest more in providing creators who make quality content with resources in increasing traffic, cash incentives and operation in the next three years.

“We are hoping to bring more diverse content of better quality to our users,” Chen said.

Image Source: Visual China

Toutiao also launched Zhenzhi Program, which provides support for content involving documentary, museum, poetry, electronic publication, audiobook and open course, etc. There has been increasing interest in such content, Toutiao’s deputy editor-in-chief Xu Yitong said. Poetry content, for instance, has amassed over 35 million views.

Toutiao will continue to increase the supply of such content and encourage creators to generate quality short-form content for users, according to Chen. “We also hope to provide opportunities for users to consume long-form content with more depth through short-form content,” Chen stated.

The information aggregation platform vowed to invest more in content for Gen Z at the conference. Young users account for a larger proportion of consumption of short-form content when compared to older age groups, Toutiao’s user study shows. In Chen’s opinion, short-form content provides precise and clear information. Toutiao will increase traffic and cash incentives by 30% for short-form content creators in technology, video game, automobile, food and photography, etc.

Toutiao, or Jinri Toutiao in Chinese, is a Chinese news and information content platform, a core product of TikTok’s parent company ByteDance. By analyzing the features of content, users and users’ interaction with content, the company"s algorithm models generate a tailored feed of content for its users.

关键词： English