Micro Bo grassroots large increasingly difficult commercialization of the vicious circle of marketing ecology

Since the "Brush Weibo" victory brushing teeth, become most people wake up the first time to do things, micro-Bo brand marketing ability by more and more enterprises recognized, micro-blog marketing has become an independent enterprise budget list. But when you wake up to open micro-blog, found that a variety of advertising impact on your eyeballs, the original fresh, interesting, lively micro-blog scattered in the ads, whether it feels like it lost its original appearance.

Inconsistent forwarding fee standard makes micro-broad number malicious competition

In the 2010, microblogging began to liven up, which also allows the grassroots to rely on Weibo to see the development opportunities. or interest, or intentionally, they began to run their own account, so that the grassroots large welcome the golden opportunity of development-more and more advertising in the face.

It has been revealed that in the first half of 2011, the grassroots large advertising quotes are changing every week, prices rose 30% per week. At that time, a 3 million-fan account, forwarding a micro-blog offer up to 30,000 ~5 million. Grassroots large advertising quotes from hundreds of yuan up to more than 1000 yuan in just one months time. 2011 only a "micro-blog comedy list," the annual profit is 15 million yuan.

It is understood that now a direct advertisement of the quotation 1000~3000 yuan, 1 million fans of large quotes 800~1000 yuan/article, 1,000,001 fans of the grassroots large price for 500~800 yuan/article, 1 million ~500 million 1000~2000 yuan/article, and forwarding is within 1000 yuan/article, many grassroots large also depends on the content.

Netizens said that at most he had been concerned about more than 20 grassroots large, but now it will be a lot of large black pull. The reason is that the grassroots large hair of those messy ads, not only did not allow him to see the news, information, but interfered with the vision.

It is understood that cold jokes, cold jokes selected, micro-blog comedy rankings, global fashion and so on micro Bo grassroots large is a lot of micro-blogging users in the register soon the first batch of concern Weibo account. With the advent of the Weibo era, these grassroots began forwarding a wide variety of advertising, from daily necessities to cosmetics everything. It is understood that some private care products once flooded in the micro-blog, so many micro-blog netizens laugh and cry, unbearable its interference.

The operating system behind the micro-broad

It is rumored that the grassroots size behind such huge numbers is not a group of rogue mobs, but rather a professional management team. Angel investor Cai won 25 accounts in a 50-strong grassroots of a micro-blogging platform, at least 1/8 Weibo users and at least 20 million fans.

The second is Du Zi, the Beijing Huayi media, which has been handed 15 of the top 50 grassroots microblog. The other 15 grassroots large is "wine red Ice Blue" (real name Xiaojunli). According to relevant data shows, it probably control more than 100 accounts, under the control of the "global fashion", "European and American Street Beat", "Selected quotations" and other high-quality fashion trumpet, conservative estimated that the number of fans has also been more than 20 million.

But Shangxiang, founder of the grid, said in an interview that Du Zijian was not as much of a "cold joke collection" as it was rumored to have so many grassroots. The three schools of argument are exaggerated. However, Huayi Media Group founder Du Zijian has said that the company orders are generally more than 3 million, 3 million of the following list will not be considered. Another grassroots large holder "wine red Ice Blue" also talked about profitability, said the 2011 revenue target is 10,000 yuan a day of pure profit. It is also understood that the enterprise micro-BO operating prices from 3.0003 billion yuan a month, there are rumors that a company to 18 million yuan/year price of Coca-Cola official micro-bo agent down.

It is rumored that initially Du Zijian his company into a microblog marketing company, with only the remaining 12 employees to raise a tuba, is the first to put forward the concept of micro-blogging marketing, "micro-blog comedy" is owned by his company. And his acquisition strategy is also neat: top, with a hundred thousand of of fans of the grassroots are he even with the number of "Yiguoduan"-account buyout, people into the company work. According to industry sources, the original purchase price per grassroots large only around 60,000 yuan.

Microblogging platform accelerates commercialization process

When you reach the top it means the downhill is about to begin.

In early March 2012, Sina wide range of micro-bo on the zombie powder clean-up, grassroots large powder rate of 10% or more, as much as 30% to 40%; in April, Sina announced that the grassroots of the large size of the ads to completely eliminate; and then May, "Micro blog Comedy List", the Global classic " such as a part of the grassroots large by Sina ban, the reason is content plagiarism.

Micro Bo Grassroots large number one of the "cold jokes selected" Once a random picture of the forwarding volume is tens of thousands, and now the forwarding volume only stay in the 2000~3000 bar, and some even only hundreds of of the forwarding volume. As of November 2012, "Cold jokes selected", the number of fans reached 10.46 million people, but according to people familiar with the situation, the ad is gradually falling, only a few days a day, and Gold peak of thirty or forty per day compared to the obvious fever a lot.

All this stems from the rapid commercialization of microblogs. On the one hand, Weibo maintains its own advertising system, imposing strict control measures on the grassroots. To clean up the advertisements and pornographic pictures of the large-root ban Yan, seal number; On the other hand, the official online microblog advertising and Enterprise microblogging 2.0, launched a variety of apps, micro-games and other new functions, launched the "micro-task" microblogging marketing platform, and even published based on the topic and content of micro-blog advertising declarations. Data show that micro-interview 75,000 Yuan/time, micro-live 150,000 yuan/time, micro-blog iphone client top banner advertising quote for 1.4 million yuan/week. This series of measures have revealed that the platform wants to regain the right to advertising, eager to find a profit point mentality.

Rui Ma Communications General Manager, micro-blog marketing expert Black Ma Liang said, with the rapid commercialization of micro-bo, in addition to the top ten grassroots also retain a place, more small and medium-sized grassroots micro-Bo has been to the strong bow of the final crossbow. But he believes there will still be some grassroots large enough to find a balance in the commercialization of microblogs.

Eric Consulting senior analysts from the Tianyu also think that the platform of commercialization and grassroots large business model is still different, grassroots large or have the space for development.

Platform commercialization should guarantee user experience

Some netizens reported to the reporter, the user experience of Weibo is getting worse, the vertical content diversion is severe. and the content of micro-blog more and more, more and more big scale, stimulating the reader has already exhausted nerve endings, the real value of the news is buried. In such a case commercialization, inevitably become a substitute for portal advertising.

Yutenyu says commercialization is always a balance between user experience and commercial value implementation. Micro-Blog advertising platform to a certain extent to ensure that the user experience, but how to achieve the scale of business benefits at the same time to balance the user experience, to ensure the user's active degree, but also need further exploration.

As a senior electrical trader, Shangxiang also said that grassroots micro-bo may be in the future towards regionalization and vertical development. But he also expressed his concern, perhaps the future of Weibo will become a purely commercial media, the government, business and high-end professionals of the circle of speech, the loss of the original grass-roots and entertainment, for ordinary users, may turn to other friends of the rich atmosphere of the platform.

Dr. Li Jirong, deputy dean of the School of Journalism at Fudan University, told reporters that Weibo should be a platform for interactive views, differentiated from commercial media platforms. Whether platform or grassroots large, the urgent commercialization of the road is not advisable, micro-stroke should maintain the characteristics of the start-up period, to become netizens collect and disseminate information distribution center, must not because of commercial interests and loss of its own user stickiness, reduce user experience. "Netizens are media audiences, although the microblogging space under the audience has a lot of autonomy, but still can not escape as a passive or the fate of the subject, whether the industry boss or website platform, should not use the trust of netizens, for their own profit. ”

How to find a balance between advertising and user experience, and to seek a commercial road suitable for the Chinese Internet, is a difficult problem to avoid in the future of microblogging platform.