The annual list of corporate Weibo brands has been released! Who is the king of social marketing in 2016?

According to the third quarter 2016 financial report released by Weibo, Weibo's monthly active users were 297 million, a year-on-year increase of 34%; daily active users increased to 132 million. On January 16, the stars shone brightly at the "Weibo Night", with the Weibo King and Queen being won by @TFBOYS and @范冰冰 respectively, which received widespread attention and reposts.

Undoubtedly, Weibo has become the most indispensable social media for young users. Whether it is celebrities, entertainment, horoscopes, videos, or latest news, the openness and diversity of Weibo are more in line with the tastes of the younger generation. There are more than 100 million daily active users, with a large number of browsing and interactive behaviors every day, but for corporate brands, how can they get a piece of the pie? How to cater to the trend of social marketing ?

The 2016 “Corporate Weibo Brand List” jointly released by Xinbang and Weibo is released today! Discover new social marketing trends for 2017 here.

Corporate Brand Ranking: Matrix-based Collective Operations

Not only has the era of self-media fighting alone passed, the same is true for corporate new media . The corporate brand list is the best proof of this.

Alibaba , which has penetrated into every aspect of daily consumption of the general public, is well aware of the essence of large-scale operations. @Alibaba has only 360,000 fans, while its sub-brands are more powerful than the last: @Alipay has 12.67 million fans , @Tmall has 12 million fans, @Taobao has 5.38 million fans, and Tmall’s personified Weibo account @My Head Is So Heavy has 6.2 million fans. Multi-brand Weibo accounts constitute a corporate new media matrix with enormous influence, and @Alibaba is a master at this.

In addition, it is worth noting that smartphone brands attach importance to Weibo. Among the top 20, half are related to mobile phone manufacturers. Below the champion @Alibaba, the 2nd to 6th domestic mobile phone brands are lined up. In the second half of the list, @Qihoo 360 and @Smartisan Technology are also neighbors. Considering the popularity of smartphone manufacturing in China, it can be imagined that mobile phone brands are already far ahead in social marketing in many industries.

Among the corporate brands on the list, only @New Oriental Education Group and @Procter & Gamble do not belong to the general sense of the Internet companies, which also shows the backwardness of traditional industries. As traditional channels gradually become ineffective and the distance between brands and users grows larger, a bigger crisis is brewing.

In the future, more and more traditional enterprises will emerge and join the trend of social marketing.

Corporate V-list: Hard advertising hurts fans, content marketing is the right time

@Zhihu was elected the annual corporate Weibo official V champion? Is it the gathering place for technology geeks @Zhihu? It’s true.

@Zhihu winning the official V championship trophy was both unexpected and reasonable. From the image of an extremely niche geek community in the past to the current "If you have any questions, go to Zhihu", this question-and-answer platform has become a place visited by tens of millions of people every month and has become a consultant for many people's lives, work, and emotions. @知乎's Weibo also continues the platform's spirit of open sharing. Relying on the massive imagination of tens of millions of users, there are countless original and wonderful contents on Zhihu, which also shine after being moved to Weibo. @知乎, which has only 5.51 million followers, has an activity level that is envied by big Vs with tens of millions of fans.

After the violent promotion and rewarded forwarding in the past few years, corporate brands have begun to become more and more serious about the use of social media. Only by using sincere content in exchange for the sincerity of users can truly loyal fans be cultivated. In addition to the winner @Zhihu, @NetEase Cloud Music , which focuses on good music, @Bilibili Danmu.com, which likes to act cute, and @Darry Jewelry Darry-Ring, who likes to share true love stories the most, are also well aware of the mystery.

Compared with the daily push frequency of WeChat public accounts , Weibo's higher push permissions also give corporate brands more room to display their talents. But if this convenience is used as a shortcut to free advertising, it will eventually lead to failure. Ordinary users post mood notes and follow idols' updates on social media, which are all expressions of their personal emotions. Only by adapting to user habits and creating copy carefully can corporate brands avoid wasting the great opportunities of social media.

Entrepreneurs List: Bosses who are good at telling jokes and stepping into the limelight

In the era of social media, individuals have more say, and entrepreneurs who once stood behind the scenes are increasingly coming to the fore. Different from the psychological motivations of ordinary users in using Weibo, entrepreneurs probably do not want to be in the limelight or record their personal life trajectories. For them, becoming the company's first spokesperson, a mobile billboard, and the corporate brand public relations spokesperson at critical moments is the top priority.

It can be seen from the list of entrepreneurs that the founders of Internet companies are the most loyal users of Weibo. Being at the forefront, they understand the power of social media better. Mobile phone brand creators, in particular, are fond of using this fragmented expression to spread their brand image.

The star entrepreneurs who make it onto this list all have their own unique skills. For example, @Jumei Chenou is good at interacting with fans; for example, @Su Mang, the head of a fashion group, frequently interacts with celebrities in the entertainment industry; for example, @Lei Jun , likes to give benefits to Mi fans the most; for example, @Luo Yonghao, what he sells is not only feelings, but also free crosstalk jokes.

In early 2016, Ms. Dong of Gree Group also opened her own Weibo account @董明珠自媒体. However, contrary to her popularity in public opinion, Ms. Dong’s Weibo account is not widely circulated. Perhaps as a novice, Ms. Dong has not yet mastered the skills of using Weibo.

The attention paid to new things by the older generation of entrepreneurs represented by this gives us reason to expect that more familiar yet unfamiliar faces will appear on this list in 2017.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article is @銷新功能 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!