Weibo hot search traffic will tilt towards these areas, and the proportion of "Golden Orange V" income will continue to increase
2024-08-25
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How to strengthen "big V marketing" and achieve revenue growth through the operation of "Golden Orange V" (account level certified by Weibo) is becoming a key point of Weibo's attention.
"In the first half of the year, there were an average of 14 games on Weibo platform on the hot search list every day, an increase of 116% year-on-year, and the game industry's advertising investment increased by 156% year-on-year, which led to an increase in advertising purchases by customers in surrounding fields." The 2024 Weibo Super Red Festival opened in Yantai, Shandong. At the V Influence Summit Forum held on August 24, Cao Zenghui, senior vice president of Weibo operations, said. He mentioned that in the past year, the scale of gold Vs in the field of Weibo games increased by 68% year-on-year, and the advertising revenue of gold Vs in the field of games increased by 397%. "For example, this week, a very powerful IP like "Black Myth: Wukong" went viral on Weibo, generating a large number of hot searches and explosive words, and triggered a lot of discussions among Vs in various fields across the entire Weibo site."
Cao Zenghui announced that in the first half of the year, games, automobiles, mobile phones, medical health, and food and beverages were the top five industries with the highest growth in Weibo advertising. Among them, the monetization ability of Golden Orange V authors has become an important part of Weibo's promotion of commercialization. As of June, the advertising revenue of Micro Task Weibo reached 880 million in the first half of the year, an increase of 22% year-on-year, of which Golden Orange V authors earned 650 million, an increase of 55%, and Golden V earned 430 million, an increase of 59%. Weibo expects that by the end of 2024, the proportion of Golden Orange V revenue in Micro Task Weibo's advertising revenue will increase to 85%, and the proportion of Golden V will reach 55%. Weibo will promote the concentration of revenue capacity on Golden V authors.
A phenomenon worthy of attention is that under the competitive pressure from platforms such as Xiaohongshu and Douyin, Weibo's commercial solutions are further concentrated on vertical fields and "big V marketing" in order to create differentiation for Weibo in the customer purchasing market.
Data shows that as of June, Weibo had 583 million monthly active users and 256 million daily active users, of which 70% were young people born after 1995, 71% were users from first-, second- and third-tier cities, 18,000 Gold V accounts across the platform, up 50% year-on-year, and 66,000 Orange V accounts, up 70% year-on-year. The proportion of Gold V traffic across the platform increased from 40% to 49%. The community attributes of young people and the prominent influence of big V accounts have become the characteristics of Weibo, and strengthening the topic operation in vertical fields and enhancing the commercial value of big V accounts have become the key to Weibo's commercialization.
At the V Influence Summit Forum, Cao Zenghui announced that in order to connect the vertical field ecological construction, Weibo will provide support for bloggers to produce professional content in this field, hot discussion attribute content, and cross-field conference production. At the same time, Weibo's hot search traffic will further tilt towards vertical fields. In the first half of this year, the number of hot search vertical terms on the list increased by 69% year-on-year, and the corresponding traffic increased by 34%. In addition, in order to stimulate the vitality of creators and encourage bloggers to participate in hot discussions, Cao Zenghui revealed that the advertising share in the first half of the year was 150 million, and it is expected that 30% will be used to incentivize targeted high-quality content in the future.
Previously, Weibo released its second quarter 2024 financial report, which showed that in the second quarter, Weibo's advertising and marketing revenue was US$375.3 million, a year-on-year decrease of 3%, or a year-on-year decrease of 1% based on a fixed exchange rate. Weibo CEO Wang Gaofei said that the overall demand environment in the current advertising market is still weak. Under the current market competition pattern, Weibo's main marketing service model has shifted from the previous brand + performance marketing service to a marketing service model driven by hot IP/celebrity KOL/performance advertising. The advertising revenue directly brought by these three types of products accounts for more than 50% of the total advertising revenue.
(This article comes from China Business Network)
