With the Chinese of Instagram, it is better to use oasis.
Editor’s note: This article is from WeChat public account “Hedgehog Commune” (ID: ciweigongshe), author Yu Han, Edited by Shi Can. Authorized to publish.
Ordinary users have been suffering for a long time.
On one hand, the information flow of Weibo is becoming more and more chaotic. Advertisements, popular Weibo and normal Weibo are intertwined. Problems such as current limit, zombie powder, automatic attention and spam are still not solved, which greatly affects users. The experience of using.
On the other hand, everyone is complaining: “Weibo is getting bored.” Today’s Weibo has become a star-tracking tool and gossip platform. People prefer to be in the micro-shares. Boss on the lives of others.
On August 29th, an app called “Oasis” was quietly put on the shelves of major app stores. The developers are just Weibo on their 10th birthday. The product is currently in beta, in addition to the invited KOL and stars, ordinary users need to rely on the invitation code to participate in the internal test, each invitation code can invite 20 users. Now entering the oasis, you can already see the contents of many stars, net red and ordinary users.
Standing on the node of ten years, Weibo must break through the WeChat, vibrate, fast-handed, and break through the bottleneck of its own development. In this situation, Weibo named the new product “Oasis”, which is quite interesting.
Whether the social platform is extremely saturated, can this oasis cover the ridiculous land in Weibo?
01.Instagram profit is very good, may be an important reason for Weibo to be an “oasis”
“Too like it!”
People who are familiar with Instagram, after seeing the “oasis”, it is not difficult to make such a sigh.
Open an oasis, the image-based flow of information first appears in front of you, in the form of a circle of friends, users can comment, like and share to the outside. In the search interface, there are many communities, such as dressing, food, travel, beauty, etc., in the form of a little red book. In the sharing interface, you can upload images and videos and edit them. When you publish, you can mark the brands, people, and places in the map.
The positioning of Weibo to the Oasis is“Clean social circle”, slogan is “in the oasis, discover the beautiful world”. All settings are the same as Instagram.
Left Oasis, right Instagram
Comparing with the main social platforms at home and abroad, it is not difficult to find the corresponding relationship. The main news and microblogging tweets correspond to Sina Weibo; Facebook is the main acquaintance social, corresponding to the domestic Renren (formerly intranet); Messenger, Line and Whatsapp and other communication programs, corresponding to domestic QQ and WeChat.
Special is Instagram, which incorporates an acquaintance social and lifestyle platform. In addition to the traditional social features such as friend sharing and photo circles, there are a lot of popular trends and marketing content produced by KOL and merchants. As a subsidiary of Facebook, Instagram helped Facebook achieve a second rise outside the ceiling, making up for its lack of advertising marketing and business realization.
After the first-mover advantage disappeared, Facebook’s user growth rate was not as good as before. According to Facebook’s second-quarter earnings report, Facebook’s monthly active users exceeded 2.4 billion, and its daily life exceeded 1.1 billion, an increase of only 8% over the same period last year.
Since Instagram opened in October 2010, the number of users has grown exponentially. In March 2014, Instagram reached 2 million months of live, which took 41 months; the second 2 million growth occurred in September 2015, after 18 months; after 15 months, it reached 6 million, and then remained It grows at a rate of 2 million every 9 months.
Source: gidialgyd
In June 2018, Instagram announced that it had more than 1 billion active users per month, more than 500 million daily lives, and nearly one-third of Internet users have Instagram accounts. Every day, there are more than 100 million photosThe videos and videos are uploaded to Instagram and can receive 4.2 billion likes. Instagram’s user base is still a lot worse than Facebook. In other words, Instagram still has a large number of potential users that have not yet been discovered.
The most important thing is that Facebook is still the path of traditional social platforms, and Instagram’s monetization channel has been opened.
Because of the university’s Facebook, from the beginning, based on acquaintances, from school to family, company and community, the realization of the internal connections of various communities in reality. At the same time, the main form of communication on Facebook is text. Under such conditions, advertising can only be directly delivered, lacking diversified propaganda models and paths, and Weibo is facing such a dilemma.
Instagram breaks this restriction. People are not only looking forward to seeing acquaintances sharing their lives on Instagram, but also expecting to see new things. For merchants, especially for fashion, beauty, car, travel and other products designed and experienced, posting photos on Instagram not only meets the user’s psychological expectations, but also creates an artistic brand image.
In addition, users can tag users anywhere in the image, plus locations and descriptions, and finally choose whether to share peer-to-peer or publicly. These features greatly simplify the promotion process of KOL and celebrities. They can achieve the promotion effect by uploading a photo of the product, marking the brand name directly in the photo, or setting the location as the flagship store.
Source: Instagram@raintianie
In June 2018, more than 25 million merchants have settled in Instagram, and about 71% of US merchants have Instagram accounts. At the same time, Instagram has more than 500,000 KOLs, and more than half of them will post short videos on Instagram Stories for branding. Instagram’s total revenue in 2018 is more than 6 billion, and it is planned to reach 14 billion in 2019.
Facebook’s financial report shows that advertising revenue in the second quarter increased by 28 percentage points over the same period last year, of which mobile advertising revenue reached $15.6 billion, accounting for 94% of total advertising revenue, thanks in large part to Instagram. . future,Instagram will be the main driver of Facebook revenue.
In 2017, Weibo also insisted that Weibo strive to become a collection of Twitter+Instagram+YouTube, without the meaning of splitting. From the current situation, the situation has changed.
On September 3, Oasis topped the list of Apple’s social apps for free, ranking third. The user volume is too large, causing the server to be overloaded, and some users report that it is very uncomfortable when using the oasis.
There is no social platform in China that completely replicates Instagram. If you want to compare it, Instagram is equal to WeChat friends circle plus small red book. There is no competitor for the time being, and it may be the reason why Weibo has started to use this model.
02.Weibo is really having trouble now
From 2009 to 2013, it was the golden age of Sina Weibo.
In 2009, the word microblog was born, bringing new opportunities to the Internet world. After the old Weibo products, rice, and Tencent, Sina, Tencent, Sohu and Netease have launched Weibo.
Among them, the first Sina Weibo that tested the water, with a relatively perfect strategy, eliminated the competing products of Tencent, Sohu and Netease. On March 27, 2014, Sina Weibo announced its name change to “Weibo” and officially landed on Nasdaq on April 17, becoming the martial arts ally of the microblogging rivers and lakes. At that time, Weibo was infinite. Top stars and media organizations have settled in, marketing numbers and paragraphs have grown long, and the content is booming.
The consequence of barbaric growth is the lack of stamina, and behind the Weibo, a storm called WeChat is coming.
WeChat is a free instant messaging tool launched by Tencent on January 21, 2011. In March 2012, the number of WeChat users exceeded 100 million. In October 2013, it exceeded 600 million, and daily active users reached 100 million. At the same time, the circle of friends relies on the communication function of WeChat, becoming the most popular social sharing platform. Communicating with WeChat, brushing the circle of friends for a while while waiting for the reply, has become the habit of everyone.
After 2014, Weibo was caught in a bottleneck, with a head star such as a star, media and a segment of the hand, but also a WeChat circle of friends. At the time of listing, Weibo’s issue price was $17 per share, and by 2015, Weibo’s share price had fallen by $9.
