When Weibo is full of zombie powder, where is the future?

Lady Gaga has more than 28.8 million followers on Twitter, and Justin Blue and sweets have more than 27 million and 19 million followers. However, according to the data, Gaga has more than 72% of the attention circle is "zombie powder"-if you do not pay attention to others, there is no concern of their own, and did not send any tweets, and blue waves of the attention of this proportion unexpectedly take up to 71%, and the real concern of sweets is only 26%.

In the top 10 Twitter accounts, the average proportion of real users is only 26.9%, and the lowest is the official Facebook account, where more than 81% of the 4.5 million followers are "zombie powder," and the best is Obama, but Mr Obama's real user share is only 33%.

In the run-up to the U.S. election campaign, when we mentioned Obama, how can we forget Miron mud (Mitt Romney), between July 20 and July 21 but one day, his followers grew by 116,000, or even more than 17%, but These additional followers have more than 80% new accounts, but not more than three months of registration time, and One-fourth have never sent any tweets before.

Although no one in the country has ever done this investigation and analysis, there is no relevant data disclosure, but everyone, including relevant practitioners, is aware that the "zombie powder" phenomenon is only likely to be more serious on Weibo, with Sina's data showing that only one-tenth of its more than 300 million users are truly active users.

Whether for users or micro-blogging platform, all need to absorb a broad base groups, only the more audience, the value and significance of micro-BO platform to highlight. In the final analysis, Micro Bo is a simple and complex digital game, the platform in comparison with the users, platform users and more than who fans.

Stars, Gangzhi, various enterprise accounts what they need is the microblogging platform, as well as the communication impact and marketing value provided by the platform, for them, the greatest value of "zombie powder" is to attract new users and the resulting spread of channels and influence of the increase.

Without the hard-working "zombie powder" unknown to haunt the microblogging platform, those marketing accounts can really get a hundred thousand of or even hundreds of thousands of of the forwarding comments, for the micro-blogging platform, "zombie powder" is not only its presence to investors and advertisers and marketing important data, At the same time, to some extent, is also a manifestation of their own marketing capabilities.

However, the current situation is that, because the microblogging platform has always been a blind eye of the ambiguous attitude, "zombie powder" is becoming more and more rampant, now has shown a threat to micro-Bo's own healthy and sustainable development.

On the one hand, relying on the "zombie powder" established by the relevant interest chain in the commercial interests of direct and micro-blog Direct competition relationship, seriously undermining the microblogging through advertising and marketing to achieve commercial realization of the attempt.

On the other hand, "zombie powder" seriously affects the user experience, when users receive a "buy powder" notice, when users often see only a variety of mechanical repetitive and meaningless in the comments and forwarding, and therefore can not get real communication, and can not get the real value of information, the final likely result is that, Real-world users have become less active in Weibo, eventually becoming dead users.

This is a fatal blow to marketing accounts and microblogging platforms, if even real users who really bring real influence and value are evacuated, how can Weibo reflect its marketing value if the real user, who could have been a potential consumer and target user, could not be attracted to it? How is it to realize its commercialization?

However, the bigger problem is that "zombie powder" on micro-bleomycin said has become a problem and dilemma, really take tough measures to crack down on this phenomenon, no one can predict what will eventually trigger the chain reaction, everyone can only bite the bullet has been playing this dangerous game.

But how long can this "zombie powder" game play? On the day of the game, the path of Weibo will go.