From micro-broad to hand-marketing has turned into a dead end

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There is a rule in many villages in China: Each year, farmers ask each other what their crop is best, and then sprinkle the seeds of the crop as they decide what to do the next. So, by the harvest season of the following year, we can see from the lens of the major media one after another a face of farmers, holding a harvest of crops, with "a large number of XX unsalable, no one to buy rotten in the field, who will save the toil of a year of farmers," such as the title.

No intention to criticize the peasants ' ignorance of economic laws, only this short-sighted, in many industries are reflected, like China's short-term investment in the hands of the rare long-term trader of the market, speculation has almost become a general feature of China's business environment, the rapid blue Sea is red, is also a common phenomenon in the Chinese market and the topic.

This time the gun, is once fire to no "Weibo marketing."

The history of "Weibo marketing"

With the 2009 Sina Weibo low open high, "Weibo marketing" in 2010 ushered in the outbreak, almost springing up, the Chinese market has sprung up countless original lonely media marketing experts and teams. This momentum reached a peak in 2011, you go to party A to bring a case, do not talk about their own micro-blog Marketing professional theory, are embarrassed to say good-bye. By the year 2012, "Weibo marketing", which has been slow to establish a sound ROI system, has quickly ushered in the "bankruptcy theory", and the new media and businesses are chasing more novel micro-letters, and the concept of "microblogging marketing" is gradually collapsing. 2013, is recognized by the industry as "micro-bo Marketing," The landing year, the rest of the naked swimming is in the plan to cheat three or four line of urban cognition relatively backward of the turtle entrepreneurs.

This short-lived life cycle is reminiscent of almost and "Weibo marketing" in the time line of highly coincident group buying industry, but group buying is also the vast bubble, but still have the rest of the ruler of the king, and in the micro-BO marketing This industry, now can not see the stick down the "American Regiment."

In 2011, the "entrepreneur" magazine revealed three big gangs of microblog marketing, Cai, respectively, is the "Fujian Gang", which includes the largest number of fans of Sina Weibo non-certified account of the "cold jokes selected", including a large amount of resources, and Du Zijian's Huayi company, with Shire and blue cursor Capital injection, Plus Du Zijian's personal charm is not good, the limelight is not lost, the last is a single mother "Wine Red Ice Blue", she founded in Yangzhou Mountain Ruzod Enterprise Management Co., Ltd., under the control of hundreds of high fan accounts for Enterprise Services microblogging on the dissemination and consulting work. In the heyday of "Weibo marketing", the three gangs were portrayed by "entrepreneurs" as billions of dollars in income, and were written in public opinion and business as a model of strength and success.

However, by the year 2013, Pan a "dark micro-BO history: A left of the grassroots micro-broad memoirs," The three gangs and the entire microblog marketing business back to the prototype. In less than a year's time, micro-broad appeal no longer, even their own side of the capital side are no longer favored, Shire left Du Zijian himself busy with a media "Barbarians digest", and Cai do not make a picture of the phone when the "cold joke select" to help push.

In the watershed of the 2012, many people believe that the micro-letter to reach 300 million users to divert the popularity and value of Weibo, but in addition, there are more important reasons.

The environmental change of Weibo

When the refinement of the customization become extensive production, marketing for micro-blog penetration and impact, far more than Sina itself expected to be faster.

Sina has always wanted enterprises to carry out marketing activities through micro-blog with their own cooperation, also awarded to the regional market companies (such as Sina Hubei, Sina, Jiangsu, such as such) very high authority of the proxy, but Sina's implementation is far less than the dedicated marketing team, the latter in the self-promotion opportunities to grasp more agile, flexible, and cheaper.

However, it is this breaking the rules of the "cost-effective" advantage, so that "Weibo marketing" into a scam. When ROI is equated with the number of fans involved in the unit price, "fan economy" then spontaneously, "micro-Bo marketing company to find a business to get the budget, and then separate part to feed the brush powder institutions, the last to earn a pot full, the real money for the enterprise in addition to KPI Digital gleaming work Summary report, nothing to get, Away from the "micro-bo marketing" Company's care, how they do not have the effect, when the micro-Bo to the other side, suddenly fans and forwarding and rubbing against the top leap. So repeatedly, the enterprises continue to buy more and less natural.

Before Sina Weibo launched its real-name registration, a "microblog marketing" company boasted about its business to me, giving him at least 50 million of registered subscribers to Sina Weibo. More exaggerated, at the end of 2011, a catering business, Weibo, 100,000 level of agency fees, "micro-bo Marketing" company promises to customers tens of millions of forwarding the number of KPIs, and finally found in the case can not be completed, so that a micro-bo brush out a 13 million of the number of forwarding, become the circle of ridicule, but also annoyed Sina official, Sealed off the business account.

The audience watered down, marketing results naturally self-evident, which is why many enterprises feel "' micro-bo marketing ' no good done before" reason. On the other end of the audience, the micro-broad is also entering the twilight period of its life cycle.

From micro-broad to hand-jokes

Micro-broad operator, most of them are stationmaster origin, you can be a micro-broad, imagine a theme of the site, but the operation of micro-blog accounts than the cost of operating the site and the threshold is lower, you do not have to wait for Google Adsens to give you a monthly settlement, you can directly to pull out, the benefit is more obvious. Most of the Chinese webmaster of that set of techniques, throw difficult to translate to micro-Bo platform to SEO, and so on, there are only two words: collection. Before the site to buy a program to crawl the content of other sites, rapid replication generated to their own site, as long as the server resources enough, within a day can create thousands of garbage stations. In micro-blog practice is the same, around to find popular jokes, pictures, videos, through the internal classification, and then distributed to the hands of the beauty, movies, jokes, life and other themes of the micro-Grand publishing.

This is almost a no business, other people's magazines to pay royalties and press wages, you are right, directly copied to use. 2011, Micro-Broad this approach has been a lot of hand protests, and to Sina official complaints, but Sina itself does not have the qualifications of referees, micro-broad number in question, the content of the copied to their own name of a website, and then modify the server time, Finally proved that this content than the hand of the original is even earlier, directly choked the complaints of that side. Faced with the spread of the micro-broad, some of the hand-hands chose to endure silence, while others began to seek the opportunity to hold a regiment.

For example, on Sina Weibo, @ gifted little Panda, @ Li Tiegen, @ director Don't shoot me, @ the apostles and so on form a loose alliance group, through the forwarding of micro-blog, implanted each other's brand to focus on the dissemination of power, and in the content creation of different styles and characteristics, so that micro-broad no way to copy-you copy, is to help your competitors advertise. At the same time, different from the micro-broad no marketing advertising messages are connected, and the relative price is low by the strategy of winning, the style of the hand will be in turn to restrict the enterprise in the "micro-bo Marketing" on the content of the design, to cater to the style of the hands of the hand, and finally make the fans of the jokes are not too disgusted.

Thus, the pure "microblogging marketing" space has become more narrow, bypassing intermediaries, companies want to direct contact with the hand. Some influential hand, every day can receive three-digit letters, are the company's marketing public relations Department dinner, hope to establish relations. What's more, companies will also direct the hand to the incorporation: orange products, the new introduction of the integrity of mobile phones, in the operation and publicity of social media, there is no shortage of two well-known users (Shaolin Nun, Qi Temple) The role, and these two, is the orange as a formal employee hired to come in, using its personal effects for the product platform.

As well as ...

Weibo gradually from the new products to conventional products, as a media platform, "micro-bo Marketing" is bound to be integrated into the mature marketing system direction. Whether it is the "Weibo marketing" company's turns down, or the enterprise's Awakening in the KPI setting, or the original content began to have the way, everything is in the prediction: Micro Bo is no longer an independent subject, after nearly four years of edification and training, China's mainstream internet users have accepted the micro-blog to provide the ecology, and began to interact, the individual "Weibo marketing" has lost value, micro-blog and magazine, TV, portal, integrated into the enterprise's overall marketing layout, agile but the system strong 4 a company will take over the "microblogging marketing" business. (from Durex employees posing as ordinary users hype "rain Boots" event, to the Olympics during the Nike "Live your Great" series of posters, which is change and progress)

And, after a practical drill, many enterprises also realize that the micro-BO media properties destined it is to assist the publicity of a sharp weapon, but really for the sale of the end of the help, is still very limited, even if "Ali wave" the arrival of the era, can not say that micro-Bo could really assume the entire marketing chain.

Some people flow, does not mean that there are business opportunities, "in the subway station in the crowd like weaving, but want to make a big deal in the subway station, never seen." "(This sentence comes from Wei the teacher's article)

In addition, need to remind some business friends, many ashore after the "micro-bo Marketing" Company and the water, but the label changed to "micro-credit Marketing", if you see them, or walk around better.

(An aperture for netease science and Technology, reprint, please specify the source.) The article only stands for personal opinion. )

Writer Profile: The former public relations company strategy director, Digital Marketing Senior experts, column direction for TMT (technology, media and communications) industry analysis and comment, but ask the truth, do not asked the position.