Why do we have a grudge against the ads on Sina Weibo?

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This morning @ Jui Dai Genderit's one such microblog has sparked a discussion about the microblogging of Taobao ads after Ali and Sina's microblog, she wrote in Weibo: "

"Sina and Ali after the marriage, Taobao on the sale of things, Sina home page of the commodity push will provide some of the same kind of goods." Personal Homepage Although most of the time is the blogger himself to see, but in social situations will also be seen by other friends, so that Taobao consumption of items, this very private personalized situation will be exposed. Although the network has no privacy, it is basically a way of digging a grave and will only hasten death. ”

In fact, there have been a lot of similar discussions, most of the controversy revolves around why they have browsed Taobao products, corresponding to the micro-blog on the appearance of Taobao on the opposite should be advertised, such as you have browsed Taobao on the red wine, corresponding to your microblog, see Taobao ads are related to red wine. According to the principle of the matching of the kind of advertisement, he is through the website you have visited will write some cookies in your browser, Taobao through its advertising platform to use these cookies to show more accurate ads, which does not have much direct connection with the case of Ali's marriage Sina Weibo, Taobao ads as long as the site will appear similar to the situation, such as you go to Youku to see the video, the appearance of Taobao ads and your previous browsing records are related, this article does not want to say that the ads match the problem, but want to discuss, Why do we in most cases when the previous Web site for its ads can automatically ignore the case, will notice the ads on Sina Weibo? I think there are several reasons for this:

A, Alibaba and Sina micro bo marriage things stir up the uproar vs. suddenly appear some Taobao ads;

Alibaba to 580 million U.S. dollars to acquire 18% of the shares of the 51 holiday is like a blockbuster, so that the original quiet holiday noisy, household name, is regarded as Alibaba in the social e-commerce on an important move, is also considered to be Sina Weibo in the electricity quotient of a milestone, It is considered that China will open a new era of social electricity, during which all kinds of analysis, these reporters, newspapers, television stations, all kinds of media people, opinion leaders of the trance, as if not to say on the last one will be outdated this era, Let the public really look forward to Alibaba and Sina Weibo after the marriage will be in the social electric business, there are new initiatives, however, such as the full screen of Taobao ads, let people's expectations immediately frustrated, and this advertisement is so "know you", you just bought two Jin bacon, micro-blog Taobao ads show the store of Bacon, You just bought your wife underwear, Weibo ads on the Taobao show display's big breasts, attention is so attracted to.

Coupled with a lot of dissatisfied people in micro-blog spit bitterness, so more and more people notice these Taobao ads, this as a product to despise after the marriage.

Second, Sina Weibo's greed;

In addition to some small sites, such large-scale advertising bombing is still not, you go to Youku to see the video, in addition to the video before the launch of the 10 seconds wide still can see the ads, on the page will not be full screen ads, but also in some very easy to let people think it is advertising places to plug some ads, and the source of advertising is also diverse, Sina Weibo, in the previous micro-blog launched advertising spots have been scolded, now, not only in the normal microblogging will be inserted Taobao ads, on the right, the bottom will be put Taobao window ads, really can let many people see these ads.

And these ads sometimes in order to attract eyeballs, do is like a big store that kind of advertising, what big sale, sale and so on, looks relatively low-end, do too much dirt, too ugly, this is also let people upset want to not see these ads immediately.

Third, Weibo in the eyes of many users belong to their own "site", not to be eroded

You have a lot of other websites, there are some ads in Taobao, but you may not care too much, because the total feeling that "place", that Web page is all the site, he loves how to put ads on ads, regardless of my business, and Sina Weibo is not the same, this is the place I have painstakingly built, as if it is a backyard of their own, You cultivate a lot of beautiful flowers in it, and Sina Weibo put these Taobao ads, like a weed in your beautiful garden, want to immediately remove these ads, and Sina Weibo did not set similar "off", "do not show" such a function.

There are also ads on Facebook, but Facebook has at least done the following:

The unification of ① advertising design and the whole Facebook style;

The ads shown on the right-hand side of the chart are consistent with Facebook's overall style, and is a "is considered to be advertising position" appears, to a large extent, users will be ignored, forgive the interference to reduce users, compared to Sina Weibo Taobao ads, completely did not consider to and Sina Weibo's overall style do some unification, Full of the code is a living hard to plug in, with interference or even interrupt the attention of users to gain attention.

Can you see the ads on Facebook?

② users can control the ads, as much as possible to the ads and users related

If the advertisement on Sina Weibo can be controlled by the user, this experience will also be better, boring, inappropriate ads (for example, you browse the adult user store, the full screen of adult toy advertising page embarrassing, think about the time when the home computer is a few people common), users can let them disappear. Compared to Facebook, the above ads can be controlled, you can choose to screen, you can block the ads through the option, you can also block out all ads from The Advertiser, you block it will ask you the reason, because of the ads are not interested in, misleading suspicion, Sexual cues still feel offended, and so on, better understand each user's attitude to advertising, and do not want Sina Weibo just blindly stuck to you spit up.

And a lot of advertisers on Facebook, will choose to drain the ads to their Facebook brand homepage, so that even if the user is led by the advertising, there is a good experience, and can be very good with the advertiser to establish contact, he can also recommend this ad to his friends, Really form social advertising, so as to form a very healthy ecosystem.

Choose hidden ads and ask why hide

The marriage between Alibaba and Sina Weibo I think it's a good thing, but if Sina Weibo feels that it is just a source of traffic, it really underestimates itself, and should think about how to improve the user experience and how to make the Corporate brand homepage on Sina Weibo truly effective, which is where to go. Otherwise, blindly sacrificing the user's experience in exchange for some short-sighted benefits, will eventually outweigh the gains.

For the topic of social advertising, if you are interested, you can see my previous article:

"Social advertising Case Analysis" Sina blog Kang Master water Common Sense test

Talking about the best practice of social advertisement from the Yue Live planting competition in happy net

What do you say about the ads on Sina Weibo? Welcome message.

Author @puting

Original link: http://www.socialbeta.com/articles/alibaba-and-weibo.html