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What's the impact of the temporary drop in the share price of Weibo? Why is content ecology the brig

What's the impact of the temporary drop in the share price of Weibo? Why is content ecology the bright spot in the future? As we all know, the U.S. stock market shock caused by international relations has led to a general decline in China equity. However, according to the first quarter financial report of microblog, the number of monthly live users has reached 465 million, which has outperformed the growth of mobile Internet. At the same time, the revenue has maintained a relatively stable growth, especially the brand advertising revenue is still strong. Although the stock price has dropped temporarily, the long-term value of microblog has not been affected.

Stable growth of core data

According to the first quarter financial report data of microblog, by the end of March 2019, the monthly active users of microblog reached 465 million, a net increase of 54 million compared with the same period last year, and the daily active users increased to 203 million simultaneously. The commercialization of microblog has been steadily promoted. In the first quarter of 2019, the revenue reached 2.68 billion yuan, a year-on-year increase of 21%. The net profit once again exceeded the average expectation of Wall Street analysts. This also fully demonstrates the correctness of microblog sinking strategy in recent years. In particular, cooperation with mobile phone manufacturers has brought about the sinking of users and maintained a very high growth efficiency.

Microblog put forward the small target of 500 million active users a few years ago, and now it has achieved 90%. It can be said that it is a rare robust technology company. Of course, this has a lot to do with the social attribute of microblog. After all, with the deepening development of social products, it will form a snowball effect and attract more users to participate. At the same time, the deepening product operation and content operation of microblog ensure the retention and activity of new users. At present, the rolling speed of this snowball is still very high, and the development trend is also very good.

Recently, microblog products have changed a lot, and the effect is also quite outstanding. For example, if you pay more attention to the bloggers, as long as there are interactive behaviors, more bloggers will enter the information flow, effectively increasing the exposure of the bloggers' content and the accumulation of fans. Recently, the iron powder system has been launched, and the iron powder group has been added to help bloggers operate their fan system more deeply. At present, the interaction of microblog users in the Chaohua community, as well as the number and number of open fans have achieved double-digit growth compared with the same period last year. It shows that the growth trend of product ecology and activity is very good, and the overall development is very healthy. These continuous product innovation is the key to the continuous growth of microblog data. Wang Gaofei, CEO of Weibo, said that with the help of effective product upgrading and channel investment, Weibo has achieved good traffic growth.

It is worth mentioning that in the downward trend of Internet advertising environment, microblog brand advertising revenue grew strongly in the first quarter, which benefited from microblog's comprehensive social marketing scheme and constantly improving advertising marketing effect, bringing unique marketing value to brand advertisers.

Strengthen interaction and increase advertising value

For social platforms, interaction is the foundation of development, and user viscosity is the guarantee of business value. In this regard, microblog has been doing well before, but it is also deepening the corresponding product and content capabilities to enhance this advantage. For example, in the form of content, microblog now pays more attention to the value of video. In this Spring Festival Gala, microblog's brand-new video content and interactive form have attracted more users' attention. It has received more than 100 million discussions and 300 million interactions from users, and the number of short videos has exceeded 5 billion. On the basis of the popularity every year, it has achieved double-digit growth again, which can be said to be commendable. Around the positioning of social media, microblog further expands its exclusive advantage in real-time hot discussion, and stimulates users to create content through rich content participation and interaction forms. The Spring Festival Photo Contest, launched by Weibo and CCTV, attracted more than 10 million people in 20 days, and the amount of Topic Reading exceeded 10 billion. At the same time, the works of nearly 100 Weibo users were also on the platform of CCTV. This kind of multi platform joint interaction makes the influence of microblog constantly sink and penetrate, and becomes an indispensable platform for hot topic discussion.

In the first quarter, the revenue of microblog reached 2.68 billion yuan, with a year-on-year growth of 21%. Among them, the growth of microblog brand advertising revenue reached 39%, which became the core engine. This also means that microblog platform has been paid more attention by brands and become a necessary platform for brand launch.

For example, in the mobile phone industry, there must be open screen advertising for new products, which has become the industry practice. More and more industries have found the uniqueness of microblog advertising, which not only has traffic display, but also has deep interaction. It can not only leave advertising content, but also leave real fans, which can really achieve more with one stone. At the same time, microblog is constantly integrating platform resources, such as the connection with Alibaba data, which brings more comprehensive data support to many commodity advertisements, constantly steadily improves the effect and return of advertisements, and becomes the pioneer and leader of social advertising. Investment bank Barclays pointed out in the latest research report that due to the unique social media marketing value and distribution ability of microblog, FMCG advertising on microblog remains stable. With the economic recovery, the demand for microblog brand advertising will continue to increase.

Content ecology is the bright spot in the future

The cultivation of microblog in content can be said to spare no effort, and the generation of higher quality content has a better boosting effect on the whole microblog platform, whether it is activity, user volume or business value. From several dimensions, the development of microblog in content ecology is more efficient and rapid. In terms of MCN, there are more than 2800 cooperative institutions (about 2600 in the last quarter), and the number of head users has a double-digit growth year on year. From the point of view of big V and head users, both the number of blogs, reading volume and activity have increased by more than double digits. Short video is growing at a rate of 50%, which effectively drives the use time of microblog users and greatly increases the commercial value of microblog. The complete ecology of content influence commercial cash flow is becoming more and more mature on microblog.

Moreover, the cooperation and interaction between microblog and the content of various platforms has also become a commercial highlight. For example, the cooperation and interaction between microblog and the famous variety show "I am a singer" and the sponsor Yili Jindian organic milk can be regarded as a classic work of social marketing. More than 30 participating stars and 100 singers signed up for the contest, which brought 1.6 billion reading volume and 20 million interactive volume. The topic reading volume of "singer" program also exceeded 20 billion, playing a very good communication and advertising effect. According to the third-party survey data, this marketing activity promoted the user's brand favor of Yili Jindian organic milk by 41%, Consumption will increase by 25%, the effect is far beyond the traditional form of advertising, is a new breakthrough in social advertising.

The advantage of microblog lies in using content cooperation IP to drive users to create exposure and marketing effect, and to spread and enlarge through social communication. Huatai Finance said that the unique advantages of microblog in Internet celebrity marketing can create unique value for businesses, while key customer advertisers still think that microblog ranks first in terms of advertising effectiveness. It can be predicted that microblog, as a way of social marketing, will be paid more and more attention by brands. Good social reputation is also an important wealth of corporate brands and an important trend of brand marketing in the future.

In general, the development of microblog is progressing steadily, which is in line with expectations. The changes of social platform and content brought by the development of microblog also lead the changes of industry marketing style. With the deepening of social marketing concept, more and more advertisers believe that the performance of microblog in advertising will be better and better, and the scale will be larger and larger. Once the economic situation is good, it is bound to bring very considerable commercial value.