Three wars facing the development of light blogging

Mention light blog, probably many people are not unfamiliar, in fact, the originator of the light blog is founded in 2007, the United States website TUMBLR, has been financing 40 million of dollars, has 11 million registered users of blogs, but also in the rapid growth. In China, with the launch of the dot com in April 2011, and the sensational news of tens of millions of dollars in financing, sparked the upsurge of light blog, then light Blog in the future development of the road will encounter what obstacles?

If a traditional blog is likened to a book, Weibo is a tabloid, and a light blog is like a magazine. Compared with traditional blog, the way of light blog more concise, express more freedom and diversity, can express rational thinking, can also do emotional expression, and light blog and Weibo, no word limit, you can use short messages, pictures, articles, graphics and text mix and so on a variety of ways.

But behind the seemingly light-hearted blog, there is an increasingly fierce competition, and the future depends on the three wars that have just begun and will become increasingly popular.

First battle: Light blog vs. traditional blog vs. Weibo

Regardless of the traditional blog, microblogging or light blog, its media is the core, as Neil in "Entertainment to death" written in the form of media preferences for certain special content, so that the ultimate control of culture. "These three different forms of blogging are trying to attract more users, and then have more power of speech and future business interests."

Today, the industry has a view that the future of light blog will be integrated with the traditional blog, and micro-blog because of its unique dissemination attributes, the future may also be independent. But imagine that if a website (such as Sina or Tencent) can seamlessly integrate three kinds of blogs, we will be able to see the new blog form that belongs to China.

Whether light blogs can go beyond traditional blogs and microblogs, the key is whether the blog can change the user's past inertia, provide better use of convenience and value, as well as the business value of extension.

• Use inertia

High-end people are accustomed to using traditional blogs to express, spread their ideas, have a large number of fans, spectators, like-minded people or even opponents, and have more popular users of micro-blog, so that every day to pay attention to all kinds of gossip, jokes, and familiar or unfamiliar friends greetings and exchanges, become a people's life habits.

Light Blog is now to reverse the user's use habits, this is a little difficult, educating users to change the original habit to use a better product of the difficulty, no less than to promote a new product to the public. At the level of reversing user habits, there is no action on light blogging sites, but it is worth looking forward to.

• Convenience

Now everyone has to express themselves, and the desire to communicate with people, just more or less, interested in the topic is different, then the use of convenience has become an important factor. Light Blog to strive to make their own advantages to better show out, now the domestic light blog site, in the interface friendly, ease of use, there are still a lot of work to do, this is also a lot of light blog site in the future development of the road to decide the advantages and disadvantages of the watershed.

• User use value

At the user value level, the traditional blog and Weibo have given users great value, the social exchange and development of a lot, at the same time, there are many exploration and application in the commercial value level. Although subject to the content of hydration, excessive commercial information harassment criticism, but in today's environment, whether individuals or business organizations, traditional blogs and micro-blog is still the display of expression, access to information, communication, the most convenient channel.

The subdivision of use value can have many points, following out several:

• Show: Traditional blog for the user's display, relatively inflexible dogma, users have a lot of restrictions. And the individual, the organization is a complex polyhedron, need more display form. At the other extreme, Weibo's strict limit on the number of words makes it impossible for users to have in-depth explanations and explanations. Light Blog In the product framework can solve this problem, but in practice whether it can well meet the needs of users, need time to prove.

Content: Quality content, interest of the classification of display and pursuit. If some opinion leaders cannot be introduced into the light blog, the quality of the content will be difficult to produce, naturally, it will be difficult to get more recognition of the public users. Light Blog A very prominent feature is the user published, interested in the content of the label to classify, query. This graph of interest based on user autonomy is of great value to users and organizations. If any light blog can do this function well, it will stand out. Of course, this will also quickly lead to tracking imitation, which is also part of the competition.

• Profit model: It's too early to talk about the profit model of light blogging. But what can be seen is that three kinds of blogs have different media characteristics, and the connection to the business will also show a different form. In this regard, the light blog has not yet begun to try, if you are a service to a business organization, you may wish to open a light blog home now, in the use of experience, compare.

Second World War: Light blogs vs social networking sites vs. traditional news sites

Light Blog In the blog market battle, but the form of contention. Competition with other types of websites, especially social and news websites, is the focus of attention and will be more intense.

The fading trend of traditional news sites has become a fact that users ' attention is attracted by social networking sites, so it has a thriving Facebook and Renren network. But we also found that the contribution and sharing of social friends is not enough to satisfy the user's depth of information, the desire to continue, which gives light blogging opportunities.

• Eye battles

I believe that with the development of light blog increasingly hot, all kinds of marketing activities and gimmicks will rush to us, for our attention, temptation to register, login, send a map, dispatch. You have seen, micro-blog marketing all over the streets, subway buses, light blog should be more intense, look forward to each light blog site, can design some novel activities and ways, now this world, fun is the king.

• Editorial and design debate

The first impression that the content and presentation form gives to the user determines whether the user will remain on the site. From the current technical point of view, the simple manual or machine methods can not get the best content, so "artificial + machine" solution has become an inevitable choice.

Content Filter Sort work, software engineer design program can be completed. But professional editors ' choice of artificial content relies on good editors. If we broaden our horizons is not difficult to find, now the best editors are still in the print media industry, followed by the portal and professional website, if the light blog site can be absorbed from the above-mentioned institutions of excellent talent, can really solve this problem. Similar issues also appear in the art design level, professional and excellent designers are not very interested in the design of micro-blogging.

• A sense of belonging, a sticky dispute

News sites and traditional blog sites often with editorial awareness, preferences and tendencies, social networking site content is too casual, in the face of such a multicultural society, how to have different views, preferences of users, quickly find their own interest groups, is a light blog site must face the problem. This requires the involvement of sociological and psychological knowledge, and those who have had successful experience will become key players.

• The dispute between content truth and falsehood

This is a discussion that can rise to the philosophical level, each light blog in the actual operation or a combination of, or sword walk slant, there are realistic needs, business operations and the inner moral aspects of the face.

Faced with this problem, everyone, even the same person on different topics, will have different views and needs, this is a contentious topic, a matter of opinion.

The third War: pure Light blog vs Portal Light Blog

Pure Light Blog and portal Light Blog is represented by the struggle for capital, entrepreneurship and innovation, which the tangle, outsiders may be difficult to really understand.

• Entrepreneurship and innovation

Pure Light Blog is often the entrepreneurial team's heart, contains the entrepreneurial team's passion and perseverance. Tmbler, the originator of light blogging, has delivered a strong support to China's light blogging entrepreneurs.

Although Tumblr is a good example, but people familiar with the Chinese Internet and business environment know that completely copy only the dead, on the basis of basic prototypes, we must add the features suitable for Chinese users. Who can work out such innovations and execute them in order to win users in the end.

• Listing is a double-edged sword

It is widely believed that the portal of light blog will be easier to develop, but in fact there are many adverse factors.

For many portal sites (most of them are listed companies), even if you see the development of light blog huge space, but by the listed performance pressure limit, for light blog funds, personnel, internal resources input, often subject to many restrictions.

So the elephant can jump the light blog This dance, it is necessary to see these portals insight, decision-making power and executive power, of course, but also innovative ability.

• The power of capital

Capital in the light of the blog in the war, playing an unparalleled role, like E-commerce in the billions of dollars of burning money competition.

Now the entry threshold of light blog has been a bit high, so there will be no group buy the situation, competition will focus on a number of unique advantages of the light blog between the Web site, its behind the support of the power of capital, they are betting for tomorrow.

"21st century what's most important, talent!" GE of this sentence, for the light blog is the same.

In the Light blog war, a high level of technical engineers, editors, analysts, marketing personnel, in every small subdivision of the field of wits. Those who can achieve the creative goal of the talent, in the competition to win the talent, is the key to the success of the Light blog.

Good luck, light blog!