Industry v Innovative Red envelopes play to activate the fan economy

New Year's Eve has passed, but there is still talk of discussion on the eve. The most discussed this year is not a bland Spring Festival evening program, the major Internet companies have to seize the Spring Festival Gala, become the main Street hot debate. Micro-letters and Alipay bonuses since needless to say, the former sent out 120 million red envelopes, the latter's New Year's Day of participation reached 683 million.

As the main war party in the red envelopes, Weibo is a sudden rise in the New Year's Eve ushered in an active user breaking the billion breakthrough. and micro-letter "Biching" play different, micro-blog active users broken billion more like the recent red envelope effect gradually accumulated results. It also shows that Weibo is a protracted battle for Weibo to play the economic value of its fans. The New Year's Eve outbreak may just be the first climax.

Industry v Innovative Red envelopes play to activate the fan economy

Looking back this year let the red envelope flying process will find that the first star is not Big V, but a group of industry v users. This is behind the micro-BO red envelope product mechanism has played an important role. This year, micro-blogging red envelopes opened the "money" mechanism, that is, users can be friends, stars, Big V red envelopes, so that they can pay together with their joint red envelopes, and receive the attention of the red envelope people. To put it more simply, it is "stuffing money-powder".

This mechanism was quickly seized by the sensitive industry v. The most eye-catching is the community marketing expert @ Omnipotent Bear, he in the microblog red envelopes on the first day on the line to Chen Yao, Fan Bingbing and other stars to "plug money", less than 8 hours of fans grew more than 20,000, now his fans have increased by more than 400,000. At the same time he also spread the game widely, using their influence in the marketing circle let netizens give him "money". In the first few days his red envelopes were even more than the top of the red envelopes for stars like Fan Bingbing. Another investment circle of opinion leader Tingchenling also developed a set of red envelopes to play, set up a microblogging group to distribute red envelopes and gifts, call on fans, enterprises to help him, once more than Angelababy to the top of the red envelope list.

In the industry V fans are aggregated through interest, have common points of interest and concerns, interaction is more closely, can be counted as a strong relationship in the weak relationship. This relationship is also relatively easy to produce commercial value. Marketing expert Du Zijian on Weibo to sell the old du sauce wine to sell the joy. The users of Weibo rewards and paid subscriptions are also mainly in the industry V, with more than 300,000 per 3.5 million of the former by the end of last year.

China V's initiative and creativity are activated, not only to make Weibo a place in the red envelopes, but also to further strengthen the microblogging as the best platform for the fans of the status of the economy. With the help of Weibo, the V can get fans from Star Big V by "stuffing money", and can also use their influence to unite with the industry's enterprises to use red envelopes to repay fans, the former can enhance the influence and visibility of V, the latter can further consolidate the stickiness of fans and enhance the activity of fans. Companies can raise their profile by combining with the industry V, where fans of V may be more accurate than star fans. This has opened up the various joints of the fan economy, which is not only good for the industry V, but also important for companies trying to play the fan economy.

Three or four line cities get breakthrough fan economy through sinking expansion

The increase in active users has enabled the user base of Weibo's fan economy to expand, while a large number of industries V has been activated to provide an important node for the Weibo fan economy to sink. On New Year's Eve, active users grew 46% per cent from last year's Eve, 1.5 times times the growth of active users in previous days. Naturally, there are parts of the active old user, but most likely from the three or four-line city. As opposed to the north-wide and other first-tier cities, red envelopes and Spring Festival Gala in the three or four-line city more attractive, especially in the Spring Festival Gala in the low line of the city's coverage is still very high. There are many young people from north to back from the Spring Festival, they will also install a variety of family members can grab the red envelopes of the platform client.

Accelerating the expansion of the three or four-line city has become the consensus of internet companies. Last year, Beijing east, Suning and even the giant enterprises such as Baidu, are willing to put down their figure in the countryside "brush the Wall", it is evident that the parties to the three or four-line city attention. The major Internet companies in the New Year's Eve spell red envelopes hard, is actually using the Spring Festival Gala people to participate in, seize other festivals and the time is difficult to cover the three or four-line city.

In the three or four-line city expansion, the direct result is the growth of user size. This may have more value for Weibo. Because three or four-line city users use micro-blogging to browse and interact with the main, the interactive behavior of advertising is higher than the first-tier cities. It also means that red envelopes and information flow advertising may play a bigger role in the three or four-line city, which is growing rapidly in the proportion of Weibo revenue. In the vast three or four-line city, enterprises can quickly pull through red envelopes, and then through the fan service platform, information flow ads and other micro-blogging business products to the fans to continue to operate, thereby gaining the ability to continuously change.

This is expected to bring greater commercial opportunities for Weibo. The previous microblogging in the three or four-line urban expansion of the important way is the cooperation with television programs, and three-quarter TV-related advertising revenue accounted for its brand customers advertising revenue has reached 16%. On the other hand, the acceptance of the interactive behavior of the three or four-line city users is expected to bring more customers to the micro-blog information flow advertisement. The three-quarter information flow advertising revenue accounted for micro-blog advertising revenue is close to 35%, an increase of 438%.

So, from this year's microblog design, as well as the record this year, Weibo fully utilizes its public social platform's attributes, further strengthen the "fan economy" mentality, and on New Year's Eve borrow the potential of the red envelope to extend the platform to the three or four-line city, successfully dug up the "fan economy" space, is one of the winners of this year's red envelope war.