Baidu announced a series of measures to support content creators on its mobile platforms and set out its overall mobile strategy at the 2020 Wanxiang Conference, an event hosted by the company’s Mobile Ecosystem Group (MEG), which marked the one-year anniversary since Baidu’s search, feed, and mobile businesses were consolidated under MEG. In light of impressive user growth and increased average time spent on the flagship Baidu App over the past year, Baidu said it will continue to use AI to improve its mobile ecosystem, with the aim of providing higher-quality content and services to the one billion-plus users of Baidu’s family of apps.
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More Support for Content Creators
Baidu announced eight initiatives that will provide subsidies and direct more user traffic to high-quality content creators and developers, in part to incentivize more livestream and short-video content. Baidu also announced that it will cross-publish content across its wide-range of mobile platforms, including Baidu App, smart mini programs, Baidu Wiki, which features high-quality information compiled by experts in specialized fields, short video app Haokan, and iQIYI, an innovative market-leading online entertainment service provider. Cross-publishing content is expected to bring more exposure for content creators, increase communication between users and creators, and enhance the interconnectivity of Baidu’s mobile ecosystem.
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“We will break open barriers between the platforms of Baidu’s mobile ecosystem so that any creator’s work on any platform can be viewed and used by users on other platforms,” said Dou Shen, Executive Vice President of Baidu.
Through these steps, Baidu aims to support the growing number of content creators and developers that help serve users on Baidu’s platforms. At present, Baijiahao publisher accounts exceed 3 million and Haokan has 800,000 accounts for media organizations and other creators of professional user generated content (PUGC). Baidu also intends to enhance the service capabilities of Baidu’s 420,000 smart mini programs, which currently provide a wide range of services, including government services, shopping, and tourism.
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