The market value of Weibo has surpassed that of Twitter. what do you think?

The mobile video matrix has undoubtedly greatly enhanced Weibo's media attributes, making it more effective and appealing.

According to media reports, Weibo's market value reached11300 million US dollars during the trading hours of the US stock market on June 5438+07, which once surpassed Twitter and instantly became the world's most valuable social media. Since the beginning of this year, the share price of Weibo has risen by 173%.

Judging from the development trend of the past year, Weibo has adopted two different strategic layouts from Twitter. In addition to Weibo has been working hard on the big goal of profit, and gradually no longer rely on Ali's blood transfusion to obtain revenue, another major innovation is that it has successfully achieved user stickiness far beyond the past by relying on mobile short videos, which has strengthened the imagination of the market unprecedentedly. On the other hand, today's Twitter has been a bit down and out, and the news of being acquired is frequent. It is really embarrassing to make money by subletting the office space of the San Francisco headquarters.

What did Weibo do?

From social to media, three short video shock waves transformed Weibo.

Morgan Stanley recently released a report that video and live broadcast products are promoting the growth of users in Weibo, and predicted that the monthly active users in Weibo will reach 400 million in 20 18. From the product form, Weibo is no longer a Twitter imitator at the beginning of its establishment, but a comprehensive platform similar to Twitter +Instagram+YouTube.

The key word is video (both live video and short video are subcategories of generalized network video). It can even be said that in the three times that the market value of Weibo has skyrocketed this year, Weibo's important strategic partner in the field of short video has launched three differentiated video products under the technology, and the second shot, small card show and live broadcast have all played the role of powerful catalysts.

The rise of the second shot originated from the public welfare event "Ice Bucket Challenge" on 20 14. In 72 hours, 122 released the video of knocking down the ice bucket with a second shot, which eventually spread to 2000 stars. Since then, the second shot has become a fire, and now it has grown into the largest short video playback platform in China, with more than 60 million daily active users. At the beginning of the second shot, just like when Weibo appeared, it was strangled by competing products. The biggest competitor comes from Tencent's Microvision. However, this time, second-hand has joined hands with Weibo, which is open and has strong media attributes, and started to enter the higher-end PGC field, not just the grassroots. Microvision spread in the relatively closed social space of WeChat friends circle was dissolved in March 2065438+2005.

In the limelight that SecondShot has finally become the largest PGC short video playing platform in China, its parent company took advantage of its technology to launch another short video product-Xiaokaxiu, which became popular rapidly by lip-synching for stars, and formed the difference between SecondShot and its own products-attracting more grassroots to enter, and quickly became the hottest grassroots entertainment UGC video platform in China. These powerful mobile phone short videos reacted with Weibo, an open social network, and after effective precipitation, they became a powerful boost for Weibo's stock price soaring in February this year.

In April this year, another technology iterative video product was put into trial operation in Weibo. On the 29th of the same month, the market value of Weibo exceeded $5 billion. From the perspective of overseas markets, the high expectation of "live broadcast+Weibo" ecology and the possibility that live broadcast can really turn social network like Weibo into a powerful media in the future have contributed to this skyrocketing.

Soon, the opportunity came again. During the Olympic Games, the "Weibo+One Live" ecological complex broke out with strong communication power, which successfully promoted the spread of hot events such as Fu Hongshui's power and Wang incident overwhelming the Olympic discussion forum. The Olympic Games and Bao Qiang incident became the watershed of the national "watching" and "playing" live broadcasts, respectively, forming waves of topics to detonate the network ... August 15, the market value of Weibo. These three outbreaks in Weibo are closely related to the formation of the second shot, the small card show and a live video matrix.

More importantly, relying on the short video matrix that can really capture social hotspots at the speed of light and the content accumulation of existing opinion leaders, Weibo finally completed the transformation from "social" to "media" and truly became a social media. It is a media ecosystem that can create, publish and spread high-quality content in the first time, rather than a secondary social and fermentation pool reported by the media in the past.

In the end, the underestimated Weibo, with the strong cooperation of mobile video players, successfully surpassed Twitter.

From internet celebrities to cash, mobile video is becoming a profit window in Weibo.

Q2 financial report shows that Weibo has 282 million monthly active users, up 33% year-on-year, and has maintained a growth rate of more than 30% for nine consecutive quarters. With the increase of user stickiness, the total revenue of Weibo Q2 reached 927 million yuan, a year-on-year increase of 36%; The net profit was $35.5 million, an increase of 225% over the same period last year.

What created Weibo, which has burned money for many years, and achieved rapid growth in revenue? Perhaps, some answers can still be found in the second shot, the first live broadcast and the small card show. Weibo has not only achieved data interoperability with the next technology, but also achieved strong alliance and mutual benefit in business model.

Relying on the data exchange with Weibo, it can become an explosion in a short time, but without its own ecological chain, it is difficult to glow with lasting vitality. Science and technology clearly understand this, and its breakthrough path is four words-to be an online celebrity.

The rise of science and technology is inseparable from the head resources such as stars, talents and KOL. The "Ice Bucket Challenge" in which many stars participated made Secondshot shine. Jerry, Wang, and Xiao Kaxiu realized the spread of the virus, and the live broadcast was bound to Song Joong Ki, becoming the most mainstream live broadcast platform in China. Let's take a look at science and technology. Zhihu stars catalyze traffic, hoping to achieve KOL in more industries and feed back Weibo by relying on their own product matrix. This just stepped on the node of content entrepreneurship, and Weibo and Next Technology spared no expense to fully support the content creation in Celebrity on the Internet.

On the one hand, it is to give money. Weibo and Next technology jointly invested 1 billion USD to integrate upstream and downstream enterprises in the short video industry. At the same time, we continue to attract content entrepreneurs to settle in with preferential policies such as "second-shot creator platform" and "second-shot welfare". Taking Secondshot as an example, we will choose some PGC with good growth to support short video creators in terms of capital, data, traffic and video production. With the increase of broadcast volume, it will be supported by different levels of resources.

In fact, this is to minimize the obstacles in the initial promotion of creators. Content creators understand that the key to getting support is to create videos that attract more attention and stickiness with PGC thinking, rather than simply attracting attention with boring or vulgar content.

The second is the exposure rate. Two weeks before the live broadcast, the total number of live broadcasts by star Weibo has reached 654.38 billion. Han Kun, founder and CEO of Cool 6, once said: "The launch of a live broadcast, I think, is a continuation and connection of our previous two products." In fact, different from other live broadcast platforms, the content generated by a live broadcast will be spread twice through the second shot, and then distributed to platforms such as Weibo for repeated consumption through the second shot.

This makes this short video platform matrix, which is deeply bound with Weibo, have the super exposure that all content creators dream of, and it is easier to become a breakthrough for online celebrities. More importantly, the multi-dimensional network celebrity creation system also creates the possibility of realizing income. Among them, Weibo has gained broader revenue vision, short video product function and network celebrity economy, which has helped it expand more business cooperation.

The role orientation of "I don't have to succeed, but I must succeed" has enabled Weibo and Xia Ji Science and Technology, two independent companies that support each other, to find the road to success.

From media to stickiness, deep precipitation of content is king.

65438+ 10/8 is the opening day of Wang's divorce case, and there is another traffic peak in Weibo. Without him, an open media platform and its innate social network have achieved unparalleled explosive power. Pictures, short videos and even real-time live broadcasts taken by people from all walks of life spread geometrically in Weibo.

The mobile video matrix has undoubtedly greatly enhanced Weibo's media attributes, making it more effective and appealing. Compared with the closed nature of competing products, Weibo has always been open enough, relying on Sina's own media attributes, cultivating its territory with weak relations and strong communication, and finding its own way out in cooperation with science and technology.

However, the short video matrix must have more powerful content creation to match this growth, so as to truly form a mobile video social ecological complex of "Weibo+second shot+live broadcast+small card show" with Weibo.

The key point is that the competitors of technology, especially the 100 competitors of the live broadcast platform, are constantly building their own PGC content barriers under the pressure of the upcoming reshuffle of the live broadcast platform.

Let's talk about the three major products of science and technology. Under such conditions, under the background of increasingly homogeneous content and fierce competition, can we break through the bottleneck of mobile video? This will be the key question of whether Weibo can be the next iteration in the future.

Han Kun said: "We should not only survive, but also become a great company." Perhaps the key to this greatness lies in how to make short video, a product that is easy to use at first and extremely difficult to create in depth, technically realize the "simple application" of more content creators, just like lip-synching in "Little Card Show" to form a minimalist recording and creative explosion effect.

How to reduce the difficulty of professional creation for content entrepreneurs, let them concentrate on their creativity and realize "burden reduction" may become an urgent problem for Weibo and his allies to discuss science and technology.