Weibo, why from marketing the emperor to fall out of favour

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There are so many rumors about Weibo, all kinds of praise pervaded the entire industry, whether from the social point of view to discuss the transmission of micro-blogging efficiency, or from the marketing point of view of brand promotion costs, Weibo is clearly the best choice, not one. But the days of Twitter's comfort in making money have apparently not been too long, and the value of marketing and discovery of microblogs has deteriorated as public platforms have been poorly regulated, along with improvements in similar products such as micro-letters and theology. In other words, the current microblogging business value may not return to the 2011 level.

The author does not sing a decline because, in view of current user activity, Weibo is still the leader in popular social media, but the idea of lying on the laurels is clearly not in the Internet industry. The past Chinahr and light-years forum has proved that hardware strength does not influence the final development trend of enterprises, and decision-making is the key factor. So from the latest data, Weibo is indeed in trouble, and market activity has fallen 40﹪ from the same level as in 2012, which is definitely a scary figure, since it means that nearly half of the users are on the verge of abandoning microblogs. So what is the cause of this situation?

Perhaps Micro-letters will be the first culprit in everyone's mind. Yes, the presence of micro-letters does make Weibo feel uncomfortable, as a relying on acquaintances circle contact, has a mature product QQ for the construction system of the micro-letter, its advantages in communications to enable it to have a rapid increase in user innate conditions, and this advantage also let the micro-letter in a short period of 3 years to achieve nearly 400 million users of the feat, A micro-letter with users and large data will make the industry vibrate for every action. Since the micro-letter has perfected its own public platform, countless micro-bo grassroots to micro-letter, and users can choose not to jump out of the micro-letter can read fresh information or entertainment fun jokes service, this is indeed a microblogging headache. After all, the micro-letter's key advantage is similar to the traditional operators of contacts, and this demand is clearly rigid and necessary, Weibo has no advantage.

The second thing to say is Weibo's positioning of its own marketing model, many times Weibo for some business behavior is to open one eye, because even the micro-blogging executives in the subconscious of the default micro Bo is the development of marketing, although those users sent information is the key to the growth of micro-blogging, but really let Weibo fame is obviously a marketing system. For this, the microblogging team is clearly focused. So for the business needs of some business partners, Weibo is as satisfied as possible. and marketing caused by the prosperity of more grassroots people found the opportunity to get rich, so we have registered Weibo began to gold. From the data point of view, Weibo has won the number of users, and in the long run Weibo has lost the opportunity to develop. Looking at the current microblogging information bulletin board, in addition to advertising or advertising, users in addition to learn how to send their money into other people's wallets, without any spiritual pleasure. Even the minimum efficiency of information attention has been affected, so what is the value of such a microblog. It can be said that the current microblogging has become increasingly unable to leave these grassroots large, because these large can guarantee the micro-blogging operation of the most basic attention, and their presence will make the microblogging more and more meaningless. The final result is that the grassroots to make the last sum of money, and then collectively left the micro-blog to micro-mail, micro-blog will not have to say.

In fact, in addition to the decline of micro-Bo and public platform, there is one of the most important reason, that is, the overall positioning of the profit target. Because Weibo has not realized that the user realizes and the flow change now is two completely different explanation. Before the industry circulated a word, when you have more than 100 fans, you are a magazine; When you have more than 1000 fans, you are a bulletin board; When you have more than 10,000 fans, you are a magazine; When you have more than 100,000 fans, you are an urban newspaper; When you have more than 100 million fans, you are CCTV. This simple flow definition is clearly the main idea of Weibo's future profitability, from the current flow of information into the promotion, micro-blog page of the points revealed as well as Sina advertising distribution and other profit models look, all pinned on the flow, even at the sacrifice of brand value to complete the process of promotion, and so long, Will make Weibo a lively teahouse. The single media attribute makes micro Bo become a topic-type operation carrier, and it eventually degenerated into a pure onlookers, even in the square to see the performance, and finally make money is the artist, not the square itself. Because Weibo has lost the meaning and value of users ' cash.

Weibo development to the present, there are external factors also have internal cause, as for the future, we do not know, but if the microblogging is still on the stand, then it is not impossible to replace. The above is only the application http://www.0839bx.cn webmaster own views, welcome to reprint and comments, thank you.