Weibo upgrade fully connects users and interests

On October 13th, Weibo officially released the PC version V6. By providing users with massive hot news and celebrity dynamics, Weibo has developed into a global leader in Chinese social media platforms. The revision will comprehensively strengthen interest-based information dissemination, and on the basis of improving the user's content acquisition efficiency and reading experience, the vertical field certification users will be promoted to launch corresponding interest content production, dissemination and realization tools so as to create better content production. And consumer ecology.

Interest aggregation improves information acquisition efficiency

In order to improve the efficiency of content discovery, Weibo has launched the "Discovery" channel and set an important entry point in the home page navigation bar. Users can also see interesting content without generating concern. Through the preliminary data and relationship precipitation, Weibo comprehensively analyzed user interests, screened out different categories of topics, microblogs, and related content, aggregated them in the “discovery” channel, and provided multiple sets of labels for users to further select. According to the plan, Weibo will launch the subscription function in the near future, and users can subscribe to the interested sub-channels. The list of subscribed channels will appear under the subscriptions section in the left-hand navigation bar. Users do not need to pay attention to the direct clicks to browse related information.

Weibo also simplifies the personal homepage at the same time. Ordinary users are divided into two tabbed pages: homepage and album. The homepage covers the main account information, microblog relationships, published articles and pictures, and the likes of the user, allowing the user to access relevant accounts. To achieve a quick understanding. It is worth noting that the personal homepage also adds tag aggregation. Users can group their interests in areas of interest with tags and topics, making it easier for other users to understand themselves and to gain access to similar expertise and interests. Fans. In addition, Weibo has introduced a timeline function, allowing users to select exactly the time required for the Weibo content.

In terms of appearance design, the new version of Weibo has made adjustments to information flow display, navigation bar, message center, personal home page, etc. The overall style is more concise. The most prominent is the presentation of information flow. The microblogging information flow at the PC end will appear as a card in the same way as the mobile end. Every microblogging is clearly separated. At the same time, Weibo has achieved cross-platform communication. Enterprises only need to provide one set of material to meet the needs of both the PC and the mobile. The cost of Weibo design and operation can be reduced. The unification of visual and architectural aspects will not only reduce the fragmentation of users' use of Weibo in different terminals, but will also help companies improve the effectiveness of Weibo promotion.

Functional Upgrade Content Production Transmission Realization Tool

In addition to improving the efficiency of content discovery, Weibo has launched exclusive applications for authenticated users in different vertical domains, providing them with rich content production, dissemination, and realization tools.

Take the record industry as an example, songs released by a musician through a dedicated function module will be presented in a prominent form on the front page of their microblogs in the form of cards, which will facilitate fans to audition and share, in order to increase the efficiency of content production and dissemination. When the new song goes online, the musician can also use the module to pay for the download. According to statistics, more than 20 musicians have launched a music downloading function during the test phase. More than 100,000 microblog users have downloaded music through paid methods. In addition to the new song, the sales of concert tickets have also been obtained on Weibo. Nice effect.

The new “Discovery” channel, which is also on-line, also aggregates high-quality content in different areas to help content producers reach subscribers in a comprehensive manner and promote personal branding through the rapid dissemination of content. Weibo also announced that on the basis of the previous self-media testing, Weibo paid for reading will be fully open to the authors of the media, and rewarding functions will be gradually opened to ordinary users. In the two-month testing phase, more than 30,000 people have performed rewards on Weibo, and the total amount of paid subscriptions also exceeded 1.5 million yuan.

Previously, Weibo launched a series of support programs for authors from media, and achieved a virtuous circle in vertical professional fields such as finance, medical, and music. In the past more than one quarter, the revenue was divided into revenues obtained by media authors through microblog advertising sharing and business topic cooperation. Already close to 3.5 million yuan. With the richness and perfection of content production, dissemination and realization tools, more content producers will benefit from it, and Weibo will continue to stimulate the creation of high-quality content, thereby further enhancing the user experience.

Infiltrate the vertical domain to expand user relationships with interest nodes

Lin Shuiyang, deputy general manager of Weibo, pointed out that the previous users were mainly concerned about hot events and celebrity dynamics on Weibo, but with the diversification of demand, users showed great interest in books, music, movies and other content. These interest nodes The formation greatly expanded the total number of relationships on Weibo.

In the face of the above trends, Weibo has established Page pages for different vertical areas since last year, completing aggregating individuals, organizations, objects, interests, and even functions with a unified framework to help users find the information they need more quickly and efficiently. At present, more than 6 million music pages have been established on Weibo, and behind it is over 730 million new user relationships. The on-line launch of the new Weibo will not only promote the establishment of interest nodes, but also bring about better communication effects for interested nodes.

"In essence, Weibo is a user-centric information discovery network." Lin Shuiyang said that Weibo has allowed different people to connect on the Internet and is currently pushing for the establishment of a relationship between users and interests. The next goal is to create a network linking people and people, people and organizations, people and things, people and interests with information as one of the forms of social networks. Users can pay attention to different types of account discovery information, and Get services by interacting with your account. For Weibo, the accelerated penetration of vertical areas will further enhance the user experience and business value of the platform.