Do you have any memories interested in tribes?
It was learned that on January 11, the interest social product interest tribe of Tencent QQ issued a “tribe suspension announcement”.
The announcement stated that due to the adjustment of the business development direction, the interest tribe would bid farewell to everyone. From January 11, 2021, QQ Interest Tribe will be removed from the shelves for publishing content, the recharge function of Golden Beans, and the function of ranking and commenting will be retained; January 25, 2021, all functions will be removed from the shelves; February 26, 2021, Interest Tribe The server will be shut down and operations will be officially suspended. After the interest tribe App server is closed, user-related information and data will no longer be saved.
Image source: official website
The interest tribe was once considered to be a product launched by Tencent against Baidu Tieba, and it is also a major attempt by Tencent to transform its youth. According to the data, “Interest Tribe” is an interest-based public themed community launched by Tencent Mobile QQ in May 2014. QQ users can exchange and discuss, information precipitation in “Interest Tribe”, or join related QQ groups. Live chat.
In January 2018, Yin Yu, the vice president of Tencent, who was in charge of the interest tribe at the time, said that QQ interest tribe used interest to aggregate young people to help Tencent develop the pan-entertainment market. In addition, more than 80% of young active users of interest tribes.
But the position of interest tribes in the QQ panel is very hidden. Due to the lack of search portals such as Tieba, it is impossible to filter interests and aggregate likes through keywords. Interest tribes gradually show a trend of significant head effects and long tail tribes lacking traffic. Over time, interest tribes have gradually become entertained and fan circled, becoming a dedicated space for fans to follow stars.
The operation direction of the interest tribe was also close to the entertainment stars that young people like. At the AMG LIVE “Night of Heart Appreciation”, which is the third anniversary of the establishment of the Hobby Tribe, not only more than 500 celebrities attended the event, but also the Hobby Tribe announced the launch of the 2018 “Tribe Charm List”. It directly reflects the influence of stars. Fans can improve the performance of their idols on the list by “playing the list” and accumulate popularity for their favorite star chiefs.
“Playing the rankings” is an important step for the interest tribe in the “Star Fan Interaction” mode. An active user of the interest tribe introduced, “The interest tribe is similar to the fan group and Chaohua of Weibo. Stars will drop into the group from time to time to interact with fans, send voices, live broadcasts, etc., and fans will comment , Post, sign in and other ways to do tasks to “save your heart” for the star, that is, increase the popularity index of the star chief.”
Interactive tribes aggregate young idol artists and users through a variety of interactive forms such as star airborne, online live broadcasts, offline visits, and film viewing, and shorten stars with the cooperation of multiple communication methods such as voice, text, pictures and video The distance with fans, so that young stars have a strong connection with fans in tribal activities.
According to Tencent’s official disclosure, more than a hundred first-line celebrities have participated in the interaction of interest tribes. Among them, Yang Mi, Li Yifeng and Angelababy have more than 100 million single interactions. As of 2018, Interest Tribes have conducted more than 1,000 online activities and 300 offline activities. At the premiere of “Fast and Furious 8”, the interest tribe has also become one of the important publicity channels. 20 fans from the interest tribe were invited to the scene to interact with Hollywood stars at close range.
It can be found from the past data that the interest tribe, which is backed by the huge number of users of QQ and cut in by social interest, is not a “zombie product” without active users. Therefore, many users expressed surprise on Weibo about the suspension of interest tribes. In the few years since its establishment, users who have been signing in every day regret that they have not had time to say goodbye. “It’s more regrettable and sad, and I also feel a bit wasteful.” Active users of the aforementioned interest tribe told.
Actually, the eventual closure of the Interest Tribe has a foretaste.
In September 2020, six online platforms, including QQ Interest Tribe, Sina Weibo, and Douyin, have a large number of people who induce minors to participate in the cheating list, make large purchases, and instigate and provoke youth fan groups to tear each other out Bad information and behaviors were named and criticized by regulatory agencies. In the past year, the incidents of Xiao Zhan and He Jiong’s receiving gifts have also been subject to constant public controversy due to the distortion of the fan circle to chase stars.
In addition, Zhihu netizen Sanyijun explained the suspension of interest tribes as “the era of interest in social networking has passed”: “People are divided into groups” social platforms can gather people of the same attribute, but this is also the reverse Limited to its own development, the common interest meansHowever, there is a certain gap between commercialization.
At the same time, in the past two years, Station B has slowly broken away from the single attribute of the second dimension, and constantly broke the circle with “the videos you are interested in are at Station B”.