Weibo from the media intends to create a more powerful content ecosystem

In June, Sina officially launched its Weibo self-media program and publicly recruited self-media writers. Create more powerful content ecosystem by attracting more high-quality authors as participants in the program, generating more and better original content and relying on the media attributes of Sina and Weibo. The move is expected to further strengthen the user's stickiness in content based on Weibo's becoming the largest social media platform in China and effectively enhance the common values ​​of various platforms such as platform, partners and self-media.

It is understood that the program is currently mainly for microblogging have some original ability and influence of certified users, the specific standard for reading a single month in more than 3 million, and can provide proof of the quality of content links, since the media authors can apply online (http://me.weibo.com).

Throughout Sina's entire development process, from news to blog to microblogging, quality content has always been its most attractive place, but also its biggest competitive advantage. Whether it is the early Sina to edit the content of high-quality news and become the largest online media, or through celebrities and opinion leaders blog original content recommendation and presentation, and now microblogging since the media program to encourage original content from the media, especially the long content of microblogging presentation And so on, SINA continues to strengthen and consolidate its superiority in media attributes by always attaching great importance to the content even as "paranoid", making it hard for competitors to catch up with and beyond.

Since the media in essence, the appeal of the media to make Sina has other platforms more attractive. As far as the current self-media format is concerned, there are mainly three types: one is self-media based on a media attribute platform such as Sina; the other is self-media based on non-media attribute platforms such as Baidu and WeChat; WeMedia is a self-media alliance formed by the private sector to initiate and bring together vertical opinion leaders.

Three from the media have their own characteristics. However, in view of the development of original content (whether blog or Weibo) in the past, the large platform still plays a very important role in driving the continuous production and healthy development of original content, especially when the large platform can solve the promotion and return on demand of the content , This effect is more obvious. The Sina microblogging media project since "focused" on how to help more effective self-media people to achieve economic benefits - which is the past, some from the media "helpless" ultimately untenable biggest pain point. It is understood that in the microblogging from the media plan, microblogging for the self-media authors provide a flexible way to realize income, such as through the recommended reading from the media, as well as reading statistics to enable users to obtain the corresponding benefits to help them Improve the realization ability. And this revenue provider - including the first co-brand Lenovo and other business partners through the content or information in the presentation of the relevant pages from the media to achieve the appropriate exposure, and get a high return, and thus the real multi-win-win situation .

The author believes that the best exit from the media is still the big media platform, Sina's media attributes such as the media platform from the media "to enhance the influence of the content, to enhance the overall impact of influence," the core of the best channels to be achieved.

It is worth mentioning that this Sina microblogging since the media plan to take a more specialized division of labor in the operation of the practice, which microblogging from media cooperation in the development and operation of a company known as the world show the company responsible for, in addition to micro Bo cooperation from the media products, the company microblogging micro-task platform is the exclusive developer and operator. With the partnership with Sina Weibo platform, the company has quietly grown into a leading company in the field of social marketing in China.

It is precisely because of the platform's core - the existing advantages of the content and continue to invest, making Sina's micro-blog since its launch as soon as the media plan has received widespread attention and positive evaluation. It is reported that microblogging has invited nearly 2,000 self-media people, covering 23 vertical areas. I believe there will be more high-quality users to join in the future.