![]() I was born and raised in Northeast China, and studied engineering at school. They differ from each other in each aspect and they complement each other in driving the growth of digital marketing in China. WeChat and Weibo are both great social media platforms that are very well positioned for secular growth in China's mobile first economy and Internet celebrity economy, respectively. Weibo adopted some creative ways to monetize, such as Weibo Q&A. Weibo's monetization is faster and annual ad revenue reached $57 billion in 2016. Rmb6.5 billion revenue in 2016 (based on the estimated ARPU $7 and MAU of $938 million) was generated from Wexin Moments. WeChat's monetization pace is relatively moderate. Weibo is a 1-to-n information dissemination, thus it is an effective platform for companies to build brand awareness and launch marketing campaign. According to the WeChat User Report 2016, 560,000 companies have created official accounts on WeChat, and this is now considered an important customer service channel. Therefore, WeChat is an ideal CRM channel for businesses. WeChat binds with mobile phone numbers, and its QR code works like a unique identity on mobile Internet. WeChat and Weibo are very complementary to each other in this regard. WeChat supports self-media, and so far, there are 10 million individual users who have created official accounts on WeChat. Weibo has 340,000 orange V accounts and 15,000 golden V accounts. Comprehensive V accounts across 45 verticals and multimedia support make Weibo an ideal platform for original content. Weibo is considered a more powerful platform for content production. Weibo supports a richer format of content, such as long text (up to 10,000 words) and videos. Although video form is supported on WeChat, restrictions of 20M size and 30 second length make WeChat not so video friendly. Text and pictures are the dominant format on WeChat. Weibo favors celebrities and Internet celebrities. Weibo users are the younger generation who are willing to express themselves and hungry for hot topics. In contrast, users are keen to know what is going on in the world, and Weibo is a unique fit as it offers a breadth of information. Weibo has a higher penetration in 3rd and 4th tier cities, as those users have relatively simplified social relationships that diminish the value of WeChat. WeChat users are relatively mature compared with Weibo's users. WeChat has a higher penetration in 1st tier and 2nd tier cities, as those users have well established and broad social relationships. User demographics and geographic distribution The speed of information dissemination is extremely high and broad. Weibo instead is based on weak and one-way relationship. Weibo is a media tool with certain social features. ![]() Weibo is not as "rigid demand" as WeChat, instead it is driven by the desire of information sharing or information gathering. Weibo is an open social media platform that reflects the "media" nature of (Weibo's parent company). The speed of information dissemination is relatively low but consumption rate is high. WeChat relies on strong and two-way connections. WeChat is a social tool with certain media features. The use of WeChat is considered "rigid demand" just like we need mobile phones. WeChat is a closed social communication platform that inherits its gene of "communication" from Tencent. Weibo: 340 million MAUs and 154 million DAUs (Daily Active Users), ad load 4.1%.WeChat: 938 million MAUs (Monthly Active Users), ad load 1%. ![]() Weibo was launched in 2010, initially on PC and mobile app was available.Mobile native WeChat was launched in 2011. ![]() As the monetization of their social platforms are undoubtedly key value drivers, I would like to provide a brief analysis on the key differences between WeChat and Weibo. The social platforms of the two companies are considered core assets for both of them, i.e. As I recently wrote about Tencent ( OTCPK:TCEHY) and Weibo (NASDAQ: WB) in What you should know about Tencent and Weibo, A Winner In China's Internet Celebrity Economy, I am positive on both of them.
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