Weibo: Stricter crackdown on clickbait and double popularity issues in the second half of the year
2024-08-24
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Cover News reporter Meng Mei Zhang Yuexi
On August 24, the 2024 Weibo Super Red Star Festival opened in Yantai. At the "V Influence Summit" forum, Weibo Senior Vice President of Operations Cao Zenghui and Weibo Vice President of Products Zheng Wei gave lectures on platform operations, marketing, product policies and future plans that are of concern to creators and brands.
According to Cao Zenghui, the current Weibo content ecosystem consists of three parts: the IP ecosystem consisting of entertainment, ACG, and sports, the hot spot ecosystem consisting of media and social big Vs, and the vertical content ecosystem consisting of many fields. As of June this year, Weibo had 583 million monthly active users and 256 million daily active users.
As the Weibo ecosystem becomes more and more prosperous, diversified platform product policies are introduced one after another, and products and technologies are constantly being improved and innovated. Zheng Wei shared the changes in Weibo's main traffic products and the exploration of new products in the forum.
Among the main traffic products mainly based on information flow and hot searches, Weibo has created a second-degree relationship in the attention flow, hoping to direct traffic to high-quality creators and high-quality content through user attention. The recommendation flow is also one of the most important products for content consumption. Weibo focuses on supporting high-quality creators and content in various vertical fields. Currently, the proportion of high-quality creators in the recommendation flow has increased to 74%.
In terms of fan management, Weibo introduced that it vigorously promotes social interaction between fans and bloggers, builds targeted content consumption scenarios based on bloggers' personal homepages, and tries to add fan group management functions in the community to help bloggers operate and motivate their fans.
Hot search is one of Weibo's most important products. Weibo will continue to invest in iterative updates to hot search, such as establishing sub-boards in addition to the main hot search board to enrich hot search content. In the first half of this year, the hot search traffic of Weibo's industry has accounted for 28%, and the presentation of more diversified vertical hot searches will continue in the future.
Weibo disclosed that in the first half of 2024, the content produced by big Vs for hot searches increased by 35% year-on-year, of which the content from high-quality creations increased by two times. In the second half of the year, the hot search will focus on upgrading the quality evaluation system, examining the consumption of the hot search landing page and the interaction in the verification model, supporting high-quality authors, and cracking down more severely on the original title party and double heat problems, so that the content that is really worth consuming can get more traffic in the hot search. In addition, Weibo has launched the AI search product Zhisou with Weibo characteristics using artificial intelligence technology to help big Vs create and discuss.
In addition to the graphic and text track, video and audio have also emerged as an important component of Weibo's all-media matrix. According to statistics, video content accounts for more than 30% of weekly consumption in large scenarios, and has become a very important content form for bloggers to improve their content competitiveness; since the audio product was launched at the end of last year, 90% of the industry's top anchors have released audio on Weibo, forming 39 content categories.
Weibo's AI accounts @评论Robert @花果山-孙悟空 @夸夸小精灵, which closely followed the AIGC trend, have also initially achieved the ability to generate content in a human-like way through model training and massive data learning, and have the ability to interact with netizens. In the next step, Weibo will open up AI capabilities to bloggers, such as allowing AI assistants to effectively help bloggers maintain fan interaction, optimize content creation, and inspire inspiration.
