Decryption wisdom and value of the grassroots micro-broad

"Guide" from the birth of micro-bo since the day, the grassroots have been controversial, bear infamy also enjoy praise. They rose from generation to generation, with the skills of social networking values and desires, accumulating 100,000 of millions of followers and quickly becoming the idol of this generation of Earthlings. A small number of smart people in the platform first rich, behind the successive followers. How does a fancier grow to a large size? How to make money? How to publish ads in a recessive way? This article will count the most familiar grassroots large, from their hair history analysis of micro-broad number of investment law. In the final analysis, it's a business, but how it's done depends on the bottom line.

Weibo grassroots have been controversial, and they have both been blamed and praised. Some people say that they are Sina Weibo propped up the first batch of users, is the micro-bo circle the most grassroots wisdom of the people, but also some people say that they have disturbed the content of the micro-blog Ecological environment, Savage ring powder, flooded with a lot of advertising. The rise of their generation from jokes, jokes, gossip, to the high taste and high interest of the media evolved, they are both beneficiaries of the platform, but also under control. The advertising industry relies on the incredible communication power they create, and is ashamed to attribute the success of the case to the launch of the micro-broad.

Sina Weibo on the rise of 3 years later, our micro-blog marketing, micro-broad use more experience, we can in a more mature public opinion environment to re-examine this group of micro-broad. Below will be from four angles--rise background, content strategy and Operation Revelation, Sina Weibo official attitude, advertisement market demand, analysis This group of grassroots large survival rule. The background of large rise

According to the senior Weibo user @key4ever recalls that the rise of micro-broad number from the August 2009 micro-bonnet test stage. Sina Weibo's first users were mostly Twitter Huashin's geek, with the most early fans being the @ Kai-fu Lee and @flypig technical pie and some comedy jokes. Sina Weibo appeared before the pieces are very fragmented, not a focus, we see jokes like the "crab Entertainment" category of some sites. After Weibo appeared, these short jokes and videos are concentrated, Sina Weibo is heating up, the number of followers is exploding, and then the stars start pouring in, followed by the rise of the fan index, then the brand or corporate account, and their professional planning fans are gradually getting better. It is a pity that the owner of the Crab Entertainment did not receive the broad operation, or today's @ Cold jokes selected may be his crab entertainment. Two years later, we all feel that the content of micro-bo is boring, a group of original strong personal media appeared, with bases won the favor of fans. Of course, these are the appearance of observation, Sina Weibo inside secretly push the unknown. Large-root content strategy and its operation revelation

Grassroots large is not a group of Sina Weibo on the sudden, they have been lurking or already known in other areas. They are not waiting for social media to come out, only to know "Social", they have already in the forum, watercress era of very "Social" network life. Rather than most microblogging users, they understand the community spirit, understand the power of the grassroots, and adapt to the rules of the game of social media.

On the other hand, in micro-blogging operations observers, Sina Weibo grassroots large is actually divided into two kinds, one is like the cold jokes selected, the global fashion this early marketing number, to the jokes, constellations, gossip as the main content, in 2011 has risen. A kind of like the @ Retro Photo Museum @ pondering Mr. @ Leave a few hands @ Genius small Panda, such as media-style, content personalization, operators have a full foundation, the micro-blog write smart and comfortable. The first type of tuba has reached millions, while the second category is usually at level 100,000. Copy Pie/Soul Chicken Soup Pie

The first generation of grassroots large basically divided into two major groups, one is cold jokes select group, a global fashion group, they operate a pile of micro-bo grassroots large, the group forwarding each other, large with trumpet promotion. In addition, there are sporadic small organizations, such as practical psychology. According to @yukun1, who worked for Sina Weibo, these original large appeared in the micro-Bo platform growth in the initial stage and the explosion of user growth, when the platform lacked valuable content, they through the reprint, the Alliance and other means, so that a simple content repeatedly exposed in front of users, attracted a lot of attention. Their content is mainly plagiarism, rarely original, once destroyed the content of Sina Weibo ecology.

As Weibo users mature, they are increasingly bored with repetitive content and vulgar tastes. So, like leaving a few hands these accounts with a burst point of the event rise, with its own unique character and image, attracting users attention. However, today, @ Cold jokes SELECT @ Global fashion, such as micro-Boijan is millions micro-broad, advertising demand is still constantly. Original/Media Pie

This is the rise of the new generation of micro-broad, not so much that they are grassroots large, as far as they are from the media. They are original content, commenting on hot spots, self-deprecating or joking others. Although they are very good at words, they are very accurate in their mastery of language. Most of the time, they are focused on providing fans with other angles to see the object. The entire micro Bo present vision and pattern is also the Soul Chicken soup type account cannot reach.

1. @ Genius small Panda, Hot pursuit, to express the desire to "rough direct"

@ Genius Panda @ Director Don't shoot me @ Li Tiegen is a circle, often interacting on Weibo. @ Genius Small Panda began active in Sina Weibo in 2010, early to publish interesting graphics category content mainly, later attention to catch hot spots and spoof celebrities. Accustomed to using the same set of logic to the long micro-bo on a number of hot combined ridicule. Sometimes continue to write Huan biography, sometimes sarcasm old Luo's hammer, there is praise Tang only wording, also has black director, Tiegen poison Tongue. Ridicule celebrities to get the attention of celebrities, hot pursuit, to ensure that the writing of the jokes are based on the same period can resonate theme.

If you still remember, in the 3Q War, a "lower right corner of the war" movement map in the micro-blog, q Group spread widely, and this picture of the author, is the @ Gifted small panda.

And the genius of the small panda docking advertising This deal is very rough direct: the micro-blog background map into advertising to rent, and his micro-blog content, rarely directly forward ads, each ad implantation has a plan traces, do smart fun, no Shong sense. Recently, in a series of Lenovo mobile phone to promote the implantation.

2. @ Li Tiegen, jokes to please people, events to develop brain residue powder

@ Li Tiegen on Sina Weibo with a generation of master jokes, with a "give you a piece of the past" on Sina Weibo to show her style. @ Li Tiegen's new fans may not know, he was active in the watercress in the 09, while the surge in watercress users, a lot of small fresh and artistic youth influx, and the old user has formed some community spirit collision. So, to Li Tiegen as the leader, many of the Ashes grade Watercress users together, launched a reverse watercress mainstream urban and rural culture combined series and black destroy small fresh style of battle. They despise those who have heard the cheer, soda Green or Zo Xiaozu curse of the stream into the watercress discussion Hai and Lomo for the representative of a variety of clear new watercress users. From the Bean Gourd Tun Department Group, has been fighting to Alpha City, and finally, because watercress officials do not like their use of Alpha City, the name of the gourd Tun forcibly changed into time, the battle ended. @ Li Tiegen as a black destroy small fresh style synthesizer, now still account "has been written off" known in the Watercress World. So, @ Li Tiegen's rise in Sina Weibo has nothing to do, but in the Sina Weibo world, he can continue to black.

3. @ Eight God, the truth to say a homely, the homely pull a picture feeling

Operator is a screenwriter, and @ called the Beast Ishan often interactive, but also a master of the network, early in the HI-PDA Forum, a serious objection to the constellation said, the famous "A Song of Loyalty," which surrealism and extraordinary imagination is indeed shocking. Want to know him, also can look at his two other masterpieces "Cat Hunt", "Express legend." And his performance on Sina Weibo, greatly extending his style in the net text, banter, senior black sincerity clasp, the use of rhetorical devices such as the left hand compared to the right hand as appropriate. Everyone wants to laugh when he wants to play black humor with you, but nobody laughs.

4. @ Leave a few hands, the stage for the public, let Gaofu deconstruction

He's an artist on Weibo. His microblog has experienced the strongest surge in Weibo history, with a two or three-month increase in the number of fans from 200 to millions (which may also be the reason for Sina Weibo's recommendation). Early, he with "touches" id mixed in watercress, also is gourd Tun in the core dignitaries, micro Bo behavior, to a certain extent inherited the legacy of Gourd Tun.

His microblog content is full of understanding of the spirit of constructivism and entertainment to death, and builds a picture that looks up from a very low posture. He sets up scenes and stories for everyone who sends him pictures, and the story goes all the way to exposing their "outfit." Why do fans want to be abused? @ Leave a few hands black is rich plot and imagination, you only need to send him a picture, he can direct a play, and you are the protagonist, why not. Why would anyone want to see it? In his dark details of the black, all pointed to a group of people-may be small fresh, literary youth, Gaofu, people can easily find empathy, Lenovo to the people around, to meet the psychological dark side, so as to obtain the pleasure of reading. In addition to comments, but also wrote a long text such as "To Starbucks," the people, "to the people of Gulangyu", "how the female cock Silk reverse attack Gaofu" and so on, the continuation of high-level black spirit, Yuanyuan circulated.

Recently, because of the 315 "8:20" incident, was found to help CCTV issued public relations posted and the reputation has declined, but this does not seem to hurt the "fan for abuse" and "brother rating" of the mood.

5. @ Pondering Mr., the hot spot is far away than the pure joke, the original style is far away from the original joke

Mr Bo's microblog is different from the previous one, and its rise is entirely due to Sina Weibo. His fame came from a "cake-throwing" microblog. That year's Mid-Autumn festival, just met the moon cakes Levy personal Income tax node, he released this micro-blog, forwarding volume reached 6000 +, which is the first large-scale appearance of Mr Bo on the microblog. The second time, because of his "Red mansion Micro Bo", "West Tour Micro Bo", "Shui Hu Bo" series of content, according to the original character of the characters for their design corresponding micro-blog, popular, caused by the attention of many celebrities and forwarding, various brands of micro-Bo have emulated. This makes him basically become a microblog little red man. His daily content, has been tightly buckle micro-blog Hot topic, do not miss every hot to create. Later, with the recommendation of Sina Weibo, and gradually become the current 100w-level micro-broad.

He himself is a professional trainer, in this personal micro bo fire up, more and more people know him, fake to listen to his training, so his career began to prosper. It is also one of the most natural and lightweight forms of profit in many microblogs.

6. @ Retro Photo Gallery, the trend inside and outside, style forever

@ Retro Photo Gallery is the most special one Weibo, can be said to be Sina Weibo in the watercress. It has no personification of existence, it does not even provide practical information, each Weibo is trying to sensational, for people to express their personal feelings. Content to the main text, high-quality foreign pictures is the key, with a simple copy, will imagine and into the space left to the reader.

It is still not enough for a year to operate, has 70w+ fans, but also earn enough attention. It pioneered the niche of Weibo, and before it appeared, there was no such an approachable microblog. Although people are not too optimistic about this small minority theme of Weibo, but its vertical precision content, the coverage of the high end of the crowd, so after earning enough fans, but also won a lot of micro-blog ads for the owner's favor.

Operators @ Shy people spare ribs sugar use their spare time to run the microblog. He says it's an hour of business each day. Behind this must be a literary and inspirational story. Earlier, Weibo has taken over some ads, such as Coca-Cola and other brands. According to the operator, the @ Vintage photo gallery will no longer pick up ads, because he has another plan, in preparation for an independent brand.

For the first generation of micro-bo grassroots large, they are in the form of interest groups, from the outset, directed towards the commercial objectives. So in order to achieve the means, no need to worry too much moral integrity, they copied, they drill platform loopholes. They rise in the low threshold when the revenue from the peak advertising. On Sina Weibo, they are the first people to make money. But their operating experience for the brand owners, there is little room for reference, their exploration of the content of the platform also stop at the shallow level.

The second generation of micro-bo grassroots large, seems to shoulder more of the pursuit of content exploration, representing the strength of the update. Even they will accumulate popularity on other platforms and contribute to the transfer to Sina Weibo. From the content, even if they are in the hair jokes, in ridicule hot spots or flirt with other micro-broad, but observe, you will find that they embrace all life experience to send micro-blog. Do you think they're grass roots? They are more likely to be elites who perform on Weibo only to communicate seriously with the microblog world and to express their worldview in an egalitarian and grassroots manner. They are the majority of netizens in the small probability figure. The knowledge they possess, the horizons they have, the cultivation of life, are often achieved outside of Weibo.

On the other hand, these micro-great numbers show the fans one of the most tangible things--sincerity. They are the real existence of a person, flirt behind is actually full of serious, joking at the same time implies great entertainment spirit and behavior art, it is like documentary literature has a unique aesthetic. And it is this sense of beauty and pleasure that makes Weibo users willing to be their fans.

Many brands have emulated these large operating models, but can not get similar returns-the amount of fans and evaluation of the increase in volume, which is not necessarily kungfu not home, but also because the brand Weibo is essentially a marketing mentality. There is no denying that the imitation of large size can really learn a lot of operable interactive ways. For the brand Weibo, micro-broad interactive form can be learned, and meticulous to the specific content and copy of the Organization, it is necessary to continue to feel and understand the operator. Micro-interview: Customer demand and large market

After 3 years of popularization, most of the first-line city advertising public relations practitioners of micro-blog marketing understanding of the increasingly mature, interactive operation, the effect of the prediction are more confident. In the 3 years, the micro-broad has undergone drastic changes, deriving various forms. The entire advertising public relations industry to the micro-broad advertising needs, has not changed?

The author interviewed @yukun1 and senior social media user @key4ever (k= @Key4ever, who served on Sina Weibo; y= @yukun1) Advertising door: You are now in the advertising PR industry, the brand of micro-broad demand for the launch is as hot as the same period last year?

Y: Now customers are more and more understand the micro-BO marketing, the role of large grassroots is more ideal, can not say that hot, can only say more rational.

K: It should be said that micro-blog marketing has become the standard of the industry, whether it is small companies big company cock Silk Company, Hong Kong-funded foreign joint ventures, this is the customer needs, but also party B needs (charging items, the general charge of a higher than the actual delivery of 20%). Advertising door: The old batch of micro-broad number of the price has not changed? How often do you update the micro-broad price list?

Y: Suppliers have new prices every day, but the change is getting smaller. But the Internet Reds ' participation price is still quite vague.

K: Average six months up 10%, this very random, retail investors are looking at large (cold joke group, wine red Ice Blue group) quoted. The recent increase in the size of the large price reason is that large outside the chain to be sent through the micro-task, micro-task from the split, so that the price rose 10%. Advertising door: Now customers will not specifically point out which of the number of large? Do they have a preference for micro-broad?

Y: Fewer and less.

K: Did not specifically point out, mainly according to the size of large fan range selection, and then ask for a transfer (whether true or false, not enough requirements brush up), the basic to set a good KPI prevail. Recently began to focus on the original grassroots, but most of them do not know how to contact them, generally can only be implanted in the way of delivery, so the communication cost is very large, the problem of determining the scheme. Advertising door: What is the basis of your choice of micro-broad for your customers?

Y: There are a lot of dimensions, and the key is to see if you can achieve your goal. The use of grassroots large, there will be exquisite.

K:1.2. Local 3. Recent microblog comments 4. Industry type (in order) advertising door: What are the grassroots large size is not to take ads? Who are these grassroots operators usually?

Y: This group of people know less.

K: For example, @ The Internet that thing, very moral, not all ads are connected, if the general more than 1000, he likes the free also line. Micro-interview: Sina Weibo's attitude towards grassroots size

Sina Weibo on the grassroots attitude, there are many versions of the network, the general statement is first to foster the most active batch of users to become large, let them stir the operation of the platform for the platform to contribute content. But when this group of micro-bo grassroots large-scale rise, and began to forward ads, to earn advertisers fees, Sina Weibo began to suppress them, restrictions on the outside chain. So, is that true? Advertising door: Through your observation and contact, grassroots owners through what kind of operational methods and content strategy to achieve powder?

Y: They're the smartest people on the platform, adding fans in different ways and means. Early forced attention, then to the Alliance forwarding, the platform can use a lot of them have tried. But Sina also reacted accordingly, adding powder has become an increasingly difficult problem. Advertising door: In addition to the size of their own operations, Sina Weibo will be to nurture such large size? If there is a policy of nurturing, how does Sina Weibo choose to nurture the target?

Y: This question is not clear, so it cannot be judged subjectively. From these two roles, at some times they complement each other and sometimes pollute the environment, so there must be different ways and times to treat them.

K: When new users register, some are fortunate to be officially recommended, some by relationship, some internal staff (without any evidence, guess only). Advertising door: Whether it is possible because with the Sina Weibo internal personnel more familiar, so only to become a grassroots large convenience it?

Y: Not exactly. Advertising door: From what time node began, Sina Weibo began to feel that grassroots large is no longer their training object?

Y: This is not good, the ecological environment is a very complex thing, in this environment, who are very important. But in the face of bad currency to expel good money, the authorities do need to stand up to maintain order, whether it is for the benefit or the user. Advertising door: About April 2012, the spread of Sina Weibo to suppress the grassroots large, as you know whether the internal Sina has such an idea? Is there any concrete implementation?

Y: There's no obvious point, but it's really because of the user experience, but I think it's also about avoiding damage to the environment and building a better atmosphere for microblogging marketing. Advertising door: Some time ago, I found that open a new Weibo will leave a few hands as the default attention of the account. Based on the information in your industry, what is the attitude of Sina Weibo to a group of public-known forms of grassroots size?

Y: No such message has been received. But I think, now the rise of these network reds, to a certain extent, is conducive to the platform itself active degree.

K: The authorities will nurture their familiar numbers (very important when they occur and have a good role in guiding public opinion), pure speculation. Advertising door: On the other hand, Sina Weibo also closed the number of exercise books, Sina internal to such a number of influential grassroots large is not there will be more stringent monitoring mechanism?

Y: Equally, pros and cons. But because of freedom of speech, or domestic censorship policy, it is inevitable that the large impact of the account will be strengthened supervision, otherwise the security of the platform is not guaranteed. For Sina, they would be more open to free speech.

K: Must monitor, Big Brother are watching you. This is another dimension. Micro interview: Recent changes in Sina Weibo

Every Sina Weibo user should have found that Sina Weibo platform has made some technical adjustments recently, opened the reading volume of each Weibo, adjusted the letters, comments, mentions of the presentation form. What does these changes mean for the brand owner and for the microblog marketing industry? Behind these product adjustments, what are the strategies of Sina Weibo platform hidden? Advertising door: Sina Weibo personal page can see the reading volume, the network media said, this is Sina Weibo want to declare its active degree is still in a method. Do you agree with this statement?

Y: I think this number will make people who understand micro-blogging more suspicious of activity, this function should still be on the sidelines, Tencent Weibo has all the micro-Bo open reading volume, Sina has not, should be on the sidelines of the user's response. Advertising door: Is there any implied product mentality behind this function?

Y: For advertisers, they do need the functionality to check the effect.

K:+1 agreed with Yukun's opinion advertising doors: Sina Weibo Search and Comments letters dialog boxes have changed, in your opinion, what does this mean?

Y: Search and social media, has been Sina's ambition, they have been trying to hope that they can find the right.

K: There are so many front-end and technology, occasionally change is needed. Sina Weibo is not technology-led, and sometimes they don't want to change or change that, laugh.

Reference and extended reading:

The history of Diablo Weibo: A Memoir of a Left-away grassroots micro-broad

Tiger Sniff net article "dark Micro Bo History: A left field of the grassroots micro-broad memoirs," credible?

Reference and extended reading:

The history of Diablo Weibo: A Memoir of a Left-away grassroots micro-broad

Tiger Sniff net article "dark Micro Bo History: A left field of the grassroots micro-broad memoirs," credible?

Why do you keep a few hands on fire?

Brief introduction of Gourd Tun Watercress Group

I want to drink with 300,000 people tonight.

Author Brief introduction: Rai, Weibo account @ Rock sugar, focus on new media and advertising industry, research brand operation, love the American drama culture.