Tuesday, July 18th, 2017

Personalized news according to user preferences

Jonathan Blum

The use of algorithms today is intrinsically linked to the way we consume content on digital platforms. They have served as a tool for companies to have more information, and with the implementation of Big Data, to influence decision making, in order to improve consumption strategies.

Today information is power and the internet has become an inexhaustible source of it. That is why Toutiao brings together the content of more than 4000 media, offering more than 175 million users all that information.

The implementation of an algorithm allows Tautiao users to enjoy the content in a personalized form. This works based on the information it takes back from their social networks; as well as their devices (location, information they have recently consulted, etc.).

According to information published by Forbes the active users of the application were in it for about 76 minutes, reading news or watching videos. This app has managed to overcome to WeChat, an instant messaging application.

Why is this application in the preferences of the Chinese public? The answer is: artificial intelligence and the use of algorithms. These tools have served to determine the preferences of each person, the issue that traditional media have ignored and continue to focus on a single kind of audience.

Although in the beginning media segmented their audience to offer some kind of information, today they have ignored the diversity of audiences and they are not micro segmenting it, which puts them in a risky place, with the probability that they gradually lose consumers.

In conclusion, the technological advance has brought with it many lessons to learn. Among them is the need to adapt. Definitely, it is necessary to walk hand in hand with the technological upgrades, because: a) customers have become much more demanding and they want quality content; and b) companies want to stay in the public’s preferences. It is necessary to consider technology as an allied and not as the enemy. This allows any company to innovate in the services it offers.