Users become silent "listeners"

Recently, Weibo users in the knowledge of the question "Sina Weibo why gradually lost popularity?" In this respect, well-known writer Marbur made his own detailed answer. He said that Weibo has a profound news brand, most of the information hub node for the control of large V, the user created by the content of their own almost no effective feedback, lack of incentives, most of the user's mentality will be adjusted to "listener", resulting in a large number of non-zombie sleeper users.

Marbur that Sina Weibo has yet to find its own position and face the danger of degenerating into a news channel, as it has shifted the platform's focus to functional services through its social attributes.

The following is the original content of Marbur:

Sina's genes are news, so Weibo also has a deep imprint on the news. For the internet, the spread of micro-blogging is actually a reactionary. It does not have the Internet spirit of equal exchange, information is always one-way flow, most of the information hub node for the Big V control, the voice of ordinary people if not through the big V forwarding, it is difficult to spread, careful investigation of some forwarding tens of thousands of hot micro will find that each time the peak of forwarding, are in the Big V forward. This caused "Big V said, people listen, Big V not participate, no one knows" situation. This is almost equivalent to the traditional function of newspaper media. (Of course, the efficiency of communication is not the same). Twitter, in particular, separates comments and forwards, and reinforces this trend.

In this mode of operation, users will soon find that the content of their creations is almost no effective feedback, lack of incentives, as well as focus on the transfer of information through the Big V. The mindset of most users is quickly tuned to "listener", rather than "content creators", the result is a large number of non-zombie sleeper users, who rarely speak and are rarely involved in forwarding comments, but keep an eye out for the big V of information exports, to listen to new information at any time, Weibo for them, Only watch the news a function-but awkward, now the information platform is too much, with the homogeneity of serious, single news This function, Sina Weibo advantage is not obvious, users have other options. and the original content because of the problem of communication mode, is greatly weakened, become scarce. (Quotation body, soul Chicken soup excerpt, constellation blood type divination popularity) so this becomes a classic marketing question: "Why should I choose your product instead of others", Sina Weibo can not answer, will naturally lead to the loss of users.

and the micro-letter to go, is obviously another road. In earlier versions, micro-letters also tried to compete aggressively with microblogs, but there were serious problems. Compared to the micro-BO open environment, micro-letter information circulating is a semi-locking ring, mutual concern are friends, relatives, colleagues, etc., micro-letter to encourage the creation of information, but more personal. This type of information can be spread quickly in a particular social circle, but 80% of the information cannot be breached and communicated to the outside. This is determined by the social genetics of Tencent. As an example of a figure, Weibo is a public gathering, and the micro-letter is a friend party. In the former occasion, your voice drowned in the noise of the crowd, but if you're lucky, you get a big V on the podium, pick up the microphone, you can quickly receive a lot of attention, on the latter occasion, you can easily attract attention or share, but also limited to the party, you even the doorman can not affect.

But the micro-letter soon sensed the problem and quickly adjusted the strategy. The establishment of public accounts and the number of restrictions on mass information can be seen as a concept of micro-letter. By 5.0, the micro-letter will be divided into service number and subscription number, the entire development roadmap is clear. Under the premise of maintaining social characteristics, the micro-letter attempts to shift from media to function, orienation, such as the service account developed by micro-letter for China Merchants Bank, focusing not on information release, but on providing various mobile services. Micro-letters have or are about to release a series of features, such as mobile CRM, Conference participation System, pre-sales after-sales service, real-time online consultation, and so on, all show that micro-letter emphasis is function, and is specific to the service of this level-even Tencent has begun to use the micro-letter of the HR Assistant to the internal management of enterprises.

These indications are that the micro-letter is not going to be in the home with Sina Weibo and its fight with it, but a way out, take a roundabout strategy. Functional strengthening of the route, so that micro-letter and all kinds of enterprises have found common interests, standing in the same trench. Although enterprises can provide a variety of services through micro-letter, micro-letter can also use a wide range of business categories, the service and the original is very powerful social together, to create a micro-trust platform based on the s inner biosphere. As long as you have a micro-letter, a circle of friends, banking, catering inquiries, merchandise purchase, conference organization, staff management and so are all integrated into the, you do not even need any other app--I believe this is the future of Tencent's ambitions. And compared to Sina Weibo without a head fly-style of profit model exploration, micro-letter This is a service-oriented business development route, it is easier to ordinary users free of charge under the premise of obtaining sufficient income.

In the future, considering that the development route is fundamentally different, Sina Weibo will not be completely replaced by micro-trust in a short time. Both will continue to dominate media and social in two areas. But Sina Weibo has not yet found its own positioning, all kinds of exotic flowers plug-ins, exotic features are constantly introduced, the real meaning of the function is slow response (such as Long micro-blog application, incredibly slow for more than a year before the introduction of official functions), Positioning is also ends (once tried to make micro Bo into a large net, to social direction, no way. Also want to turn to the service, to make a fee membership system and forced to plug the user's corporate promotion channel these two natural contradictory things parallel. When the micro-letter continued to evolve to Social+service, after the formation of the SS biosphere, the silent users of Weibo will continue to increase and continue to bleed. It's not easy to say whether Weibo will degenerate into a news channel.