Since the media platform to microblogging and played a chicken blood

Economic Observer Zhang Hao commentator

Sina microblogging inspection from the media is not a day or two days, but they recently finally decided to 360, UC browser to do it together.

The cooperation model is that Weibo is mainly responsible for the content and the corresponding customer market in each vertical area, while 360 ​​and UC are responsible for diversion of traffic and provide entrances for reading the content. Weibo suddenly found more than 1,000 authors, allegedly they have to increase this figure to 3000 before the end of the year.

If Ali's capital increase and IPO as chicken blood, then since the media platform is undoubtedly microblogging and a cursory, and this time looks much more meaningful than the last time.

Weibo activity is declining, which is obvious. Weibo's strategy has been erratic until it decides to put it heavily in the media, and even the industry thinks it's likely to "become" Ali's advertising platform because it is close to last year's total revenue one third.

So do the media platform, although we are accustomed to micro-blog WeChat in a coordinate system to compare. But in fact the difficulty of operating microblogging than WeChat, the former is more emphasis on the media, its core resources is the content generated by each account every day, and these elements of the realization of the way only advertising. Therefore, an important reason for the decline of microblogging activity is that when it comes to thinking about the issue of listing and commercialization, the entire platform is full of advertisements with less and less valuable content.

WeChat continues to "suppress" self-media is also out of this consideration, it is now a social platform, the media properties are getting weaker, which in turn has more business opportunities. Microblogging must pull itself out of that coordinate system. One of the most direct way is to continue to strengthen its media properties, perhaps more simple is that weChat does not do anything, what weibo do. Therefore, weibo self media platform is a matter of course.

And since it came to put the media as a business model, it is understandable, after all, even if WeChat does not attach importance to the media, weChat has a more mature realization system from the media author circle. The same is true of Baidu when it launched Baidu last year, and the way they win over media authors is to use more lucrative revenue.

In the propaganda caliber of Sina, a netizen named "nutritionist Guzhong" in less than a month's time, the proceeds of more than 15,000 yuan. Microblogging and even set a variety of ways of realization, making its platform looks tempting.

But all the questions are focused on the microblogging is now self-media is not too late. In fact, including Sohu, Baidu and even media platforms like Tiger Snooker all want to make themselves the "second platform" for media writers, but none of them have fully achieved that goal. Since the author's original ability is limited, they are still accustomed to starting the content on the Wechat platform and then copying it to other platforms. This is for Sohu, it does not mean much.

Weibo variables are, after all, these self-media authors are also using it, plus most of the heavyweight authors are the original blog users, microblogging sticking to the author's magic there are many.

Therefore, microblogging since the media do not exist early and late, because it is born and self-media tonal consistency. And more importantly, more and more companies are willing to invest money on this platform, several other competitors may not have this advantage.

If self-media writers become more and more capable, they are naturally more willing to do more original content, and when content is good enough and good enough, weibo will be more active and companies will invest more money. This is an idealized business cycle, but it is also an ideal. Weibo is far from the so-called self-media author ecosystem!