It is another big reward for the magical behavior of the rice circle.
Editor’s note: This article is from the WeChat public account “Star Number BRIGHT DATA” (ID: BRIGHTDATA), author : Xiaoyu.
On September 1, the term “moving” was airborne and popularly searched. Clicking on the entry, it turned out to be another big reward for the magical behavior of the meal circle.
Raising millions of funds to “move” on idol online
First come to science. The so-called “moving” in the fan circle actually refers to moving the name of idol from the “new star list” of Sina Weibo star power list to “Mainland”, “Hong Kong and Taiwan” and other regions. List. The new star list generally gathers stars who have just debuted, and most of them are idols who debuted in the draft. In the fan circle, moving stars from the “new star list” to the regional star list has become an important way to prove the strength and popularity of idols.
The new star list is evaluated once a month, and the top three can be moved to the regional ranking list. It is not easy to win the top three on the new star list. In the evaluation rules stipulated by Weibo, the final score of a star is determined by five indicators: the number of readers, the number of interactions, the social influence, the admiration value, and the positive energy value.
Picture source: Weibo star power list
Originally, this was just a “team building” within the meal circle, but the reason why this move was a hot search is because the bloody storm in August was more violent than ever. On the one hand, the activities that were originally dominated by fans have evolved into a battle for celebrities to actively end their lives.
In order to increase the number of readings and interactions in the scoring rules, the four groups of participating idols Xie Keyin, Zeng Keni, Zhao Xiaotang, and Zhao Yue started the crazy blogging mode and the self-evaluation mode.The number of blogs and thousands of comments has created a new high in history.
On the other hand, the amount of money spent on this move also caused a shock in the rice circle. On September 1, the list was announced. Xie Keyin, Zeng Keni, and Zhao Xiaotang successfully moved. However, Zhao Yue’s support club, who temporarily decided to join the war in August, was reported to have spent 3 million, but ultimately failed to “move”.
Although the support club has not announced the specific fund-raising amount, the CBNData consumer station found that only in a certain fan fundraising app, the moving-related fundraising funds initiated by the Zhao Yue Association have exceeded 600,000.
Picture source: Tao Ba APP
People outside the circle who don’t know so may have to ask, why do you need to raise funds when you move? In the scoring rules of Weibo, the admiration value is also an important operational part. The increase in the admiration value depends on the flower delivery mechanism set by Weibo. A flower can contribute two admiration points.
In July last year, fans of Jay Chou and Cai Xukun made a super chat on Weibo. In order to maintain the number one position, Cai Xukun’s fans even spent more than 10 million yuan on virtual flowers to increase the “love value” for idols. Therefore, the star power list was also interviewed by the Beijing Consumers Association.
After that, Weibo revised the rules, and flowers became an exclusive benefit for Weibo members and could not be purchased separately.
According to this rule, the “moving” of the fan circle gave birth to a new stalk-39 yuan Weibo members. In order to get as many flowers as possible for their idols, various support clubs have developed a way to help passers-by reimburse part of the membership fee in exchange for flowers, so many passers-by got an annual membership fee of 39 yuan in August.
You should know that it costs 108 yuan to buy a Weibo annual membership fee, and 60 yuan for half of the double ten. It is really cost-free to use love to generate electricity in the rice circle.
Fans burst into death, Weibo becomes the biggest winner
The “moving” trend benefited from the sweeping of idol talent show variety shows. In April 2018, Cai Xukun, the C-biter of the variety show “Idol Trainee”, became the first idol to successfully move. After that, idol moving became the norm. , And fund-raising to move has become another project for fans Krypton Gold.
A fan, Xiao Huang, who had participated in the “moving” of a certain talent idol in the early stage of the trend, told Station C that the moving process often lasts for a month, which is costly and costly. In the main direction, we used a large number of small accounts to repost, comment, interact, and build Weibo groups to check readings. The entire move cost 410,000, and the small account spent 320,000.”
In order to make fans aware of the importance of “moving”, Xiao Huang said that some people from the support club made a live broadcast, mainly about moving from the new star list to the mainland list so that the idol can be seen by more people (gold masters) Now, I have the opportunity to get more resources, cultivate the atmosphere and habit of doing data in the fan circle, and how to do data tutorials.
Picture source: Weibo star power list
“As for whether the move is correct, or what substantial benefits it brings to the idol, I don’t know. But it takes too much time and money like it is now, and the idol’s next month has thousands of comments. I don’t think it is necessary,” Xiao Huang commented on the move in August.
It is worth mentioning that there have been idols that have burst this bubble. R1SE’s Zhang Yanqi bluntly said that “moving is meaningless to me.” Although in the end, his fans succeeded in sending him to the mainland list, but Zhang Yanqi later used the form of charity to raise fan funds. make up.
From the outside world, “moving” still seems to be an unnecessary game of krypton gold, because the so-called list is difficult for passers-by to find even the entrance. But there are many winners. As a considerable traffic pool, Weibo needs to be monetized, and fans are the group with the most potential.
At the beginning of the year, Weibo released its 2019 financial report. The report showed that value-added service revenue increased from US$219.5 million in 2018 to US$236.7 million in 2019, an increase of 8%. One of the reasons is that the revenue of VIP members has increased by 10%. It is not known how much of this is contributed by the fan community, but judging from the grand occasion of “moving”, it should be considerable.
In addition to promising prospects, another reason why Weibo needs a fan base is also obvious. On May 19, Weibo released its first quarter 2020 financial report. The financial report shows that due to the overall impact of the new crown epidemic, advertising and marketing revenue has declined. The financial report shows that Weibo’s advertising and marketing revenue in the first quarter of 2020 was US$275.4 million, a decrease of 19% from US$341.1 million in the same period last year.
When the traditional pillar revenue declines, Weibo needs to find new economic growth points. Fan groups have not only brought considerable daily traffic and user increments to Weibo, but also have gradually revealed unlimited consumption potential. The “moving” of millions or even tens of millions, in addition to decorating the data on Weibo, also provides real member income.
According to Xinhua Daily, statistics show that 36% of Chinese star fans are willing to spend RMB 100 to RMB 500 per month for idols, and the annual market size is as high as 90 billion. For Weibo, which has not yet found a new story to tell, “moving” seems to be just the beginning of a taste of the fan bonus.
Author: fish
Editor: Zhong Rui