Excessive entertainment will make Weibo go astray again (transfer)
Weibo has recently gained popularity, which is reflected in the stock market value. According to Sina's 2016 second quarter financial report, "Weibo's monthly active users (MAU) in June 2016 increased by 33% year-on-year to 282 million, of which 89% were mobile users. Average daily active users in June 2016 Data (DAU) increased 36% from the same period last year to 126 million", it is no wonder that in the second quarter Sina achieved "net revenue of 244 million US dollars, an increase of 14% from the same period last year. Non-GAAP net revenue of 2.414 billion, an increase of 14% from the same period last year.”
It is true that many people have started to play Weibo again, but in the context of business recovery, people are more likely to make mistakes. Even, some people have regarded the re-prosperity of Weibo as the victory of Internet celebrities, the result of Weibo falling under the pomegranate skirt of Internet celebrities. Therefore, it is advocated that Weibo should be further entertained and even become a window for Internet celebrities to live broadcast. .
It is undeniable that video and live broadcasts are indeed the main driving forces for the recent growth of Weibo users, but the reason why Sina Weibo has survived the most difficult period and ushered in a new spring is the result of de-entertainment.
When Weibo became popular, Sina Weibo still had a lot of news content. Sohu Weibo and Tencent Weibo were almost entertainment routes. As a result, both of them fell to the ground. Only Sina Weibo survived. . However, in order to pursue performance, Sina Weibo is also filled with too much junk entertainment content, burying good and valuable information, thus losing a large number of users, and almost completely losing to WeChat Moments.
However, Sina Weibo subsequently adhered to the direction of social media, greatly reducing the flood of chicken soup and the performance of ugly jokers. The advantages of transmission speed and distribution scope made Weibo the only choice for the media once again. In previous important events, people have gradually realized that Weibo, which has wider attention, higher efficiency and wider coverage, far surpasses WeChat, and that the advantages of new media can only be brought into full play in this way. Lost users are back.
Social media, also known as social media, social media, refers to websites and technologies that allow people to write, share, evaluate, discuss, communicate with each other, and are used by people to share opinions, insights, experiences and Tools and platforms for views. The so-called social media should be a process in which a large number of netizens spontaneously contribute, extract, create news information, and then disseminate it. The spread of social media is very permeable and interactive, but it is also the easiest to use by marketing accounts and jokers, and it is more likely to become a tool for brushing face and live broadcast.
Some experts believe that many people on Weibo have become popular figures on Weibo through soft broadcast, self-deprecating, complaining, etc., creating new topics, and then gaining a lot of people's interest in them for further attention and exploration, so that Sina Weibo regains its popularity. Users and an eye-catching percentage of MAU growth. Therefore, Weibo should use its own resource advantages and social attributes to integrate the two, and provide users with a differentiated live broadcast experience through strategic cooperation with different service providers.
However, if Weibo really wants to go on like this, I believe that these returning users will leave again soon. Many studies have confirmed that the main reason people use Weibo is to pay attention to hot events. After losing attention to hot topics, users will leave. This is why male users with high monthly salary and high education are the loss of Weibo users. the main reason for the high incidence zone.
On the whole, lost users are often users who pay more attention to experience factors such as the quality of receiving information, product image, and efficiency of use, and excessive entertainment is the main reason for these experiences. In today's social situation, many website operators do everything they can to attract more users' attention, always thinking of using the quickest and easiest methods, paying too much attention to the needs of the audience, and trying their best to cater to the tastes of the audience. , and even lost basic moral judgment and content selection, which eventually led to serious short-term behavior. Obviously, such an operation method is not suitable for Weibo, which has matured and developed for many years.
Some research institutions have divided users on social media into 12 types. Who exactly does Weibo want to retain?
1. Ultras: Users who rely heavily on social media and check various social media dozens of times a day.
2. Deniers: Users who think that social media does not control their own lives, but will become very restless when they are unable to log on to Weibo.
3. Dippers (cold party): users who rarely use, usually update once a few days or weeks.
4. Virgins: First-time users of social media.
5. Lurkers (diving party): Only browse users who do not reply or interact.
6. Peacocks: Users who have a large number of fans and frequently update and forward Weibo.
7. Ranters (radicals): Users who are very moderate in private communication, but are prone to express extreme remarks online.
8. Ghosts (Anonymous Party): Unwilling to reveal private information, usually using pseudonyms and fake identities.
9. Changelings (vest party): users who change various vests back and forth, and no one knows their real identity.
10. Quizzers: Users who engage in social circles by asking questions and fear being isolated or ignored.
11. Informers: People who share the latest information first.
12. Approval-seekers: users who log in to their accounts frequently and are very concerned about the number of retweets, comments, and likes.
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