Where will the next step of Sina Weibo go?

Absrtact: Although micro-Boijan is one of the most focused and influential internet products, there is no doubt that it is facing various problems and challenges from the industry. This kind of criticism, on the one hand comes from the user experience drop and product function direction:

Although Boijan is one of the most focused and influential Internet products at the moment, there is no doubt that it is facing a variety of problems and challenges from the industry.

This kind of criticism, on the one hand comes from the user experience drop and product function direction: With the number of users, the average daily message amount of billion growth, the microblogging user's aesthetic appeal, information selection needs and capabilities, and so on, are accelerating-they are more and more picky about the information-micro-BO product replacement can meet their continuous improvement of taste?

On the other hand, from the industry to explore its business model of the struggle and lost: to meet the needs of the other side is to meet the needs of customers and capital, how to integrate the two sides seamlessly into this increasingly complex system, but as always simple products?

Finally, these questions are back to the original point, that is, what is Weibo supposed to be? Where does it go next?

Return to the origin of information carrier

As an important medium to replace the traditional media, a more real experience is that it is increasingly difficult to find what we need on Weibo.

1, information more and more complex, overload or even chaos. We have to machine not away from the hand, constantly refresh, make up, read, to keep up with the pace of information updates, tired of information.

2. At the same time, information becomes more concentrated and lacks nutrition.

On the one hand, the information structure, "the words of Quotations", "social events" and "hot spot" and so became the mainstream, and occupy the vast majority of the dissemination of resources, on the other hand, the resources are basically a single type of "Big V" and a variety of marketing account occupied.

Based on this, a large number of "life-like content", "vertical class information", etc. are submerged, it is difficult to spread and access, the personal relationship chain has been famous, Big V and other strong relationship between the chain replaced, micro-bo social characteristics of this performance is not obvious.

In addition, in the information dissemination temperament, all kinds of large, public knowledge of the expression, more just for fame and emotional vent, rather than convey the real, valuable information.

Have to remind people of Twitter.

As the originator of Weibo, Twitter has always admired the "to Jane" principle of focusing more on the information itself, allowing users to get the most out of the information they need, rather than rushing to new features that are so confusing to users.

No matter how the function and form evolve, the essence and origin of the microblogging products should not be forgotten, that is, the unique value of the open relationship chain to the information dissemination. This from the Yaan earthquake, micro-BO Open data on the tracing and assistance to the relief of the value can be seen.

Compared with the micro-letter, the author seems to be more and more focused on the "information" at one end, and micro-letters in the wireless and debris, the relationship between the various role of the chain, "interaction" to play a more central role.

With this in view, when it comes to Weibo's next step, we believe that it should at least have a "healthy content ecology", "a chain based on real social relationships", "continuous display of quality content" and "user-friendly access to valuable information".

Look at the recent revisions of Sina Weibo and Tencent Weibo.

The former on the one hand with Taobao cooperation, will have no connection with the product information into the user interface, on the other hand, through page, card products, in the user feed stream, crammed into a large number of the same relevance of the so-called vertical information. The author believes that the impact on user experience, will be destructive, but also deviate from the microblogging as an effective information carrier.

Tencent is relatively amenable.

Whether it is a micro-hotspot-to improve the user's access to hot information efficiency, or micro-channel--to provide users with a platform for diverse and personalized content requirements, or a micro-circle-based on personalized user social relationship data mining, will be spent on the classification of information, to avoid the individual users of the important microblogging information is not ignored, To give more life class, vertical information to exposure opportunities, can be described as a product form and operation of a breakthrough.

How to be an effective commercial approach

Microblogging commercialization is always a topic of the past, Sina Weibo recently a series of attempts to become a hot spot in the industry.

On the one hand, through the successful strategic cooperation with Alibaba Group, Sina Weibo caught up with the electricity quotient of this transformation channel, on the other hand, based on page, card products, set up a new carrier of transformation.

But as mentioned earlier, this series of big moves is a hard implant of ineffective information, at the expense of the user experience, and even at the expense of users ' experiences, leaving Weibo information cluttered.

On this issue, Tencent Weibo walk is more conservative.

In terms of its new product form, it still focuses on the product itself. On the one hand, such as micro-coil, micro-hotspot, micro-channel, micro-blog housekeeper, such as the reorganization of the flow of information products, while absorbing a number of Facebook and g factors, around the value of information and relationship chain, the content and users to a high degree of reorganization, to help users automatically filter low quality microblogging, improve user experience, go "quality content, Light reading "path. On the other hand, with Tencent other products to get through the data.

In the commercial route choice, I do not want to see the Sina Weibo path, because its performance obviously some quick success. Tencent Weibo how the path will go, but also need to pay more attention.