Years into the tens of billions of dreams, friends circle advertising money to lay down

Always come. At this time last year, Tencent is still stirring up the hype of micro-letter charges, and the public opinion crusade directed to operators. As a result, now we understand that the so-called micro-credit charges and operators have nothing to do, but the micro-letter to commercialize a public opinion test water.

After a year of hesitation, the micro-letter still can't restrain the launch of the most daring business plan, and is to stare at the friend Circle this high activity tool. Micro-letter in the recent introduction of the Circle of friends ads, through their own proprietary account to the unscrupulous inserted into everyone's micro-letter circle of friends, content is large enterprises of all kinds of hard advertising.

Reasonable to say, micro-letter is Tencent's own products, each user is the enjoyment, since in use should pay the price, if everyone did not pay, the micro-letter rape user's eyeball can not say, this is actually the Internet Free business model application of the consistent play.

However, for today at the peak of the micro-letter, this time forced advertising is a bit of a "pig fattening and then kill" suspicion, and the circle of friends advertising can not reach the idea of micro-letter, not throwing.

Friend Circle Advertisement Damage customer experience, betray Tencent thinking

The ads in the circle of friends take a form called "feed", where a friend is implanted with an unfamiliar avatar and ID, a "promotional" logo, and a clickable "View Details" link. In other words, since then, everyone's micro-letter friends will have at least one friend is imposed on you, and you do not have the ability to avoid this friend, he is the micro-letter team himself.

There is no doubt that Tencent is the most will do products company, has been to Tencent experience as the industry benchmark, Tencent's QQ and a variety of games and micro-letter is also popular because of its experience design unrivaled lake. From last year, in Alibaba and Baidu under the attack, eager to harvest in the mobile side of Tencent began to betray the original success rules.

A year, the micro-letter repeatedly paralyzed, and micro-letter phone book quietly launched the next day will be a large area of collapse, these in the previous rise of Tencent is absolutely not going to happen, and the circle of friends should have been clean, because friends of the exchange of light as water, But the micro-letter team in the original connivance people in the circle of friends to do the electricity and the deforestation of business information himself, completely abandoned the original way of thinking Tencent. From this point of view, in the end is Tencent changed, or money on the wayward, or Tencent was micro-letter kidnapped it?

Friends of the circle by a lot of people's welcome, it is precisely because it contains a huge business opportunities, can be garbage information flooded circle of friends will be gradually discarded by users. In fact, in the last year, the circle of friends has been a mixed bag, more and more PR information circulated in the meantime, more and more micro-merchants flooded in, many people open the circle of Friends is also falling. If the advertising of the circle of friends becomes routine, more and more information and inductive links will keep more people away.

So, with the rise of advertising in the circle of friends, it may soon be that the micro-mail will launch a membership program. As long as you make money, you can not into your circle of friends to inject advertising, Tencent is good at value-added services charging model will be successful landing. Just, this QQ played internet tricks really can be on the phone to succeed?

10 billion advertising revenue only in the dream, only tyrants can participate in the game can't hold up

According to Tencent's own statement, based on the micro-letter data analysis, Tencent internal to the circle of friends advertising evaluation results are about 10 billion yuan per year income.

In fact, this 10 billion is the most unreliable, and can not be achieved at all, perhaps only Tencent to the capital markets told a story. If the advertisement of a friend Circle can earn 10 billion, Tencent's market value should be 10 trillion dollars.

We first look at the income level of domestic internet advertising, according to the data of the media, the 2014 domestic network advertising market will be close to 150 billion yuan, which accounted for the largest share of course, Baidu, Baidu in 2014 revenue will be more than 50 billion.

We take 2013 data as an example, Baidu in 2013, the total revenue of 31.944 billion yuan, another domestic advertising giant CCTV revenue around 28 billion, both are China's advertising revenue of the Big Mac. According to the 2013 Annual Report statistical analysis of the listed company's advertising costs, 1195 listed companies spent a total of 60.385 billion yuan advertising fees.

As a result, we have seen the general pattern of domestic advertising revenue market, and at present, Tencent's advertising revenue in a year all counted down also on the level of 2 billion, if the circle of friends this advertisement can achieve 10 billion, it will change the current large pattern. Think with your head that this is definitely not a great dream that can be accomplished by a micro-letter circle of friends.

At the same time, we must see, because the micro-letter friend Circle ads will focus on the largest group of enterprises, and these enterprises will be mainly CCTV and other major customers, so, once the micro-letter circle launched ads, the most impact is the nature of CCTV. If the micro-letter said that a friend Circle can earn 10 billion of the advertising fee, first ask CCTV promised not to agree? We can predict, as long as friends Circle reckless advertising, CCTV and Tencent honeymoon will end, a war of public opinion.

According to the news, Tencent Micro-letter choice of advertising will all be tall on top of the world's top 500, this part of the enterprise all advertising fees are cast to the micro-trust friends can not reach 10 billion, not to mention the CCTV and various satellite TV and all aspects of the media to drop food. You know, the advertising costs of enterprises are limited, it is impossible to increase the unlimited system, let alone now the world, including China are experiencing the pain of economic slowdown.

The time to make money is to start the day of subversion.

According to media reports, the commercialization of micro-letters is facebook,facebook the most important source of revenue is advertising, that is, through advertising traffic to connect users with a variety of services, advertising in Facebook revenue accounted for more than 80%. In the latest Tencent Q3 earnings, advertising revenue for 2.44 billion yuan, but still accounted for Tencent's total revenue of 12%, compared with Facebook has great potential to dig.

But those who dream of micro-mail advertising revenue may forget China's Internet soil and the United States are very different, over the years, the same application often take the same approach but not acclimatized, and localization to do the best innovation model has become the success of the Chinese market, Tencent QQ and micro-letter is no exception.

By this law, it is precisely because of the success of Facebook in advertising, micro-credit circle advertising in the Chinese market to achieve a very small chance of success. In contrast to other social platforms in the country, all of the advertising-for-profit models have struggled so far in the lifeline, micro-blogging is no exception, and other social applications are miserable.

The biggest benefit of internet advertising is its direct and simple ability to become realizable, the high rate of arrival at the same time there will be a high conversion rate, and the circle of friends ads focused on the mobile phone screen, the link opened and operation is greatly limited, the role of advertising is far less than based on the PC Internet side of similar ads more commercial value , therefore, this kind of advertisement will not be welcomed by the micro-trust users, and will not be favored by advertisers, micro-letter strong push friend Circle advertising is likely to be two not flattering.

Of course, micro-letter impatient to make money, but also understandable, but can not violate the Super platform must be based on the principle of social value, it is the micro-letter of the communication platform for the construction of the people can not start their own commercialization, and once the micro-letter to the capital pressure forced to carry out the That gives the best chance to the subversive. It can be predicted that the micro-trust Friends Circle advertising Money Day, is the rise of the subversive.

Therefore, the friend Circle of advertising in China is the most likely to be acclimatized, but also because the customer experience damage suffered by users attack, and even will not get the favor of advertisers, the future is very pessimistic prospects. Of course, finally more need to emphasize is, even if the circle of friends ads have some income, or some more fire, to achieve the so-called 10 billion dream is also impossible, Nankeyimeng it!