Wangyi photography

Five years ago, perhaps no one could have foreseen LOFTER's present state.

Because of the influence of Weibo 10 years ago, light blog was born from the traditional platform of personal content on the Internet, among which Tumblr in the United States is the most typical. With no loss of blog function, the operation is simpler. Tumblr has more than 550 million users, 280 million blogs and 654.38+03.2 billion posts.

But in China, the situation of light blog is far worse than that of foreign countries. The reasons for this are very complicated, and a large part of them even come from cultural differences, as Wen Min, director of the blog product department of Netease Hangzhou Research Institute, shared on MindTalk online:

With the closure of Sina light blog last year, LOFTER became the only "survivor" of light blog application in China, with 27 million mobile active users and 3 million active users, and also embarked on its own "photo socialization" road.

This successful transformation is completely completed in the usual bit by bit operation, which may be LOFTER's unique operating experience.

Functionally, the PC side and the mobile side of LOFTER "quietly" embarked on different paths.

PC side? LOFTER still maintains the structure of light blog, and you can post various elements such as text, pictures, music and videos. In contrast, the mobile terminal has already entered the social field of pictures. Click the publish button to send pictures directly, and text and video can only be sent by long press. This is similar to the publishing method of WeChat friends circle, which forms a guide for users in a subtle way.

Looking back at the initial users of LOFTER, a large part of them came from the previous Netease photography community, and many even employees in charge of operations pulled into LOFTER one by one, and the content they could provide was of extremely high quality.

First of all, the initial users, many seed users of LOFTER come from Netease photography, and most photographers in the cold start stage are even brought in by operating students one by one. The biggest feature of this group of users is their high quality.

In the photography circle, the great V in photography has gained a high degree of attention through excellent works. And these big V's with red attributes have joined LOFTER and become their seed users, making LOFTER a community with strong attraction to photographers. As Wen Min mentioned in the reply of MindStore community:

After the seed users are attracted, the next step is to keep them in the community and continue to be active through key operation methods. In addition to attracting users through high-quality content operation, a large part of LOFTER's community operation is transformed from being a seed user. Most of these seed users are photographers, illustrators, novelists and even star webmasters.

Because of these operators who have a deep understanding of users, LOFTER can operate users more finely. Wen Min said:

In actual operation, LOFTER adopts the way that operators directly select from user groups to ensure the quality of refined operation. Take Daren Operation as an example:

Recently, LOFTER has continued to deepen this strategy, and intends to incubate a group of LOFTER life aesthetics authors with their own product tonality, and create customized incubation plans and schemes for them in line with their tonality, further expanding the content scope of the above picture.

After high-quality content is produced, LOFTER will analyze users through complex algorithms, and finally push all kinds of high-quality content to users. In this process, LOFTER will also intentionally explore high-quality new users, give them greater exposure, and promote the integration of new and old users.

In the sharing of MindTalk line, Wen Min also emphasized the role of data. LOFTER will always monitor all kinds of key data, look for and summarize the best mode, so as to find a new field suitable for LOFTER to enter.

This is why LOFTER is based on visual aesthetics, and then covers literary photography, lifestyle, fashion and entertainment, and secondary elements. LOFTER has gradually changed its product form from a light blog with a preference for photography to the current photo social platform by constantly changing its product form according to users' needs.

If the user's type and published content have defined LOFTER in the social field of pictures, then LOFTER ART and the latest "Yue Le Print" are targeted applications given by LOFTER.

The former is dedicated to photographers, encouraging photographers to publish their works on LOFTER, and then packaging them into artistic photos that can be sold online through LOFTER ART, and giving real money back to photographers after sales.

The latest "Printed in Yue Le" is even simpler. You can directly send the 24 photos you sent on LOFTER. The price of more than 60 pieces is made into photos and becomes decorations in real life. Low-cost and high-quality printing services have formed a strong orientation, prompting users to publish their best and best photos to LOFTER, thus injecting new picture content into LOFTER.

Online for 7 days, a large number of users participated. In official materials, nearly 9,000 people chose to print their star idols, and more than 8,000 people chose to print selfies. This also reflects the relatively young user group of LOFTER from one side. LOFTER official also said:

With their own combat capability? LOFTER has opened up a new market for picture socialization. The last sentence. The clip shared by Shen Bowen, product manager of LOFTER, on MindTalk line: