After the boom of live streaming and influencer economy, Weibo wants to be the connector between marketers and influencers!

The booming live streaming market and internet celebrity economy have driven the growth of the entire industrial chain. As the intermediary link between content channels and advertisers, a wave of social media marketing platforms is also emerging.

Among them, "Weiboyi" founded by Baidu's founding employee Xu Yang is currently the one with the largest turnover. 36Kr has previously reported on a similar company called Entertainment Guest. Like other platforms, Weibo connects two ends - self-media and advertisers.

One end is self-media. At present, Weibo has more than 10 million WeChat self-media accounts. On video self-media platforms such as Meipai and Miaopai , there are hundreds of thousands of accounts with over 10,000 followers. Among them, self-media that are willing to accept advertisements and have traffic conversion value are the target self-media of Weibo. On the one hand, Weibo provides a platform. Self-media can register and log in to this platform to take orders and make money. On the other hand, for those self-media that are not aware of this platform, Weibo Media Department will take the initiative to contact them to see if the other party is willing to have in-depth cooperation.

On the other end are advertisers. In 2015, Weibo provided self-media with potential orders worth up to 700 million yuan. In addition, there were nearly 500 million orders that were ultimately not successfully matched.

Xu Zhibin, vice president of Weibo, believes that the precise matching technology they currently possess is Weibo's current competitive advantage. Advertisers only need to input their demands for dissemination, adding fans, sales conversion, APP downloads, and the characteristics of the target audience, such as gender, age, and region, on the Weibo platform. The system will "run" the data of the self-media accounts in a very short time and give suitable self-media account recommendations.

As the live streaming platform became popular, Weibo recently launched a trading system to serve the live streaming platform. On the new platform, the newly added resources also include nine major mainstream video/live streaming platforms, including Meipai, Miaopai, Yingke , Huajiao, Yizhibo, Kuaishou, Bilibili Animation, Douyu, and Youku, including internet celebrities in 25 subdivided industries, including automobiles , mother and baby , film and television, technology, entertainment, music, food, cool plays, and cute pets, and expanded to seven major gameplays, including live streaming + press conference, live streaming + product activities, live streaming + interviews with bigwigs, and live streaming + advertising placement. Companies can directly make appointments with the most popular internet celebrities for marketing cooperation.

Weibo Yixin platform transaction interface

According to Xu Zhibin, many advertisers only have four words to understand advertising: paid promotion . They do not understand the purchasing process. Weibo's idea is to intervene through an online transaction system, allowing advertisers to choose their own resources and providing consulting services throughout the process to improve the transparency of advertisers in the advertising process. At present, there are more than hundreds of marketing cases of live broadcast platforms matched by Weibo.

In 2015, Weibo visited a group of social media users and partners and concluded that companies are investing increasingly more money in social media. This can be said to be a process from trial to standardization. "In the past, social media accounted for about 1%-3% of corporate budgets, but now it has reached about 30%, or even 50%." Xu Zhibin said that among them, Weibo and WeChat showed a good upward trend, but the fastest growing was video.

Xu Zhibin believes that the live streaming landscape has basically settled and is stimulating the rise of new e-commerce giants. Weibo's opportunity lies in quickly grabbing a group of live-streaming influencers and analyzing the live-streaming data.