But objectively speaking, it is like this: A few months ago, Tencent launched a beta version of Weibo, and then integrated Weibo into the horrible QQ20 10 client. At one time, I thought Tencent would become the rival of Sina Weibo, and even easily surpassed Sina to become the largest Weibo platform on the Internet in China. However, a few months later, Tencent's decline gradually became obvious, and it still failed to pose a real threat to Sina Weibo. QQ has more than 1 billion registered users and more than 1 billion online users. With this powerful client, Tencent can do everything with ease and get twice the result with half the effort. Tencent Weibo is like a child growing up with a golden spoon. In contrast, Sina Weibo has more than10 million user groups, all of which are earned by themselves. The former has a better starting point and the latter has a stronger starting point. It is reasonable to win or lose for the time being, but why has Tencent Weibo not seen great improvement so far, and Sina Weibo still outshines others?
Have preconceived ideas (because of first impressions)
This is a great influence factor. Sina Weibo is not the earliest Weibo in China. There are pioneers like Fanfan and JiLanting ahead, but it is the first of the four portals of domestic Internet giants, at least a few months earlier than Tencent. Sina attaches great importance to Weibo products, established an independent Weibo business department, and made a series of promotion, occupying a very favorable opportunity.
Tencent was a few months late, but the situation was completely different. The Internet often follows preconceived rules. Tencent and Sina are both Internet giants in China. In the case of Weibo, if there are no major defects or other major problems in the user experience, being ahead is equivalent to establishing an unshakable advantage for yourself. Didn't QQ eat the preconceived sweetness at the beginning? Similar to QQ, Weibo actually has great user stickiness, so it is not easy for Tencent to grab users from Sina later.
Celebrity appeal
Doing the same thing again, just like bringing popularity to Sina blog with celebrity effect, the popularity of Sina Weibo is largely attributed to celebrities. In just a few months, Sina Weibo has attracted mainstream stars from almost all walks of life, and some celebrities have signed exclusive agreements with Sina. Celebrity Weibo has become Sina's own brand, and Sebrina, Huang Jianxiang, Cai Wensheng and others actively updated it, which quickly accumulated a lot of popularity for Sina. Such close contact with celebrities is an irresistible temptation for most ordinary users.
Celebrities have gone to Sina, and Tencent can't take the celebrity route, so it puts forward the civilian slogan "It's better to be here than to look elsewhere". The Internet is still dominated by civilians. Although the celebrity effect has attracted many civilians, a large number of ordinary users of QQ can still fight for it. Unfortunately, Tencent's civilian route was not thorough, and finally, like Sina, an authentication mechanism was established, and the positioning of civilians gradually blurred. It was once reported that the celebrity user of Tencent Weibo was not himself, which greatly reduced the reputation of Tencent Weibo.
Content advantage
Sina is based on news and supported by Sina blog. News and blog are also important sources of Weibo's content. Sina added Weibo's sharing link to news and blog, and integrated news and blog into Weibo, so that news and blog content could be spread again and new content could be continuously delivered to Weibo. The two complement each other. Sina Weibo also has its own Weibo accounts such as Sina Technology, Sina Headline and Headline Blog, which makes its Weibo content spread more widely, instantly and readable. At the same time, with more and more users, various jokes, pictures, new things, news and videos of other websites, the amount of information on Sina Weibo is also increasing, forming a snowball effect. Opening a Weibo is equivalent to subscribing to a lot of favorite content, which is of course more meaningful to users.
In contrast, Tencent's content is much thinner. Tencent didn't integrate the news with Weibo, and QQ, such a good entrance, didn't make good use of it. Even on Tencent's website, Weibo has no prominent position, unlike Sina. Com, where Weibo stands out, most channels and pages can see the entrance of Weibo, encouraging users to participate in news comments.
promotion policy
Sina promoted Weibo as a key business from the very beginning, and put in a lot of advertisements. Even on the bus, you can see the slogan "These days, you are embarrassed to say hello without wearing a scarf". Sina has also successfully implanted the new concept of "Sina scarf" into the hearts of a large number of users, making "weaving a scarf" a fashion.
Tencent's initial promotion should also be said to be successful. Tencent makes good use of the so-called "hunger marketing" to promote "invitation registration"
"strategy, hanging enough users' appetite, but also attracted many QQ users to register. But this is not a long-term solution after all. As soon as the user's freshness passed, the effect began to be discounted. Later, it was promoted by "Webmaster Conference" and "Internet Conference", attracting at least 654.38 million webmasters to use its Weibo. The participation of well-known webmasters can attract a certain popularity, but the attraction is limited. After all, not all netizens are interested in webmasters. Perhaps Sina has been banned in front, and Tencent has been unable to find a very effective way to promote it.
User Experience
As far as registration is concerned, the registration of Sina Weibo only needs one email address. Even if you don't have a mailbox, you can easily complete the registration of your mailbox and Weibo according to the prompts. Tencent Weibo is bound to QQ, and you must have a QQ number to register, but not all users want their QQ to be bound to Weibo, and it is not convenient to register a new QQ number.
Perhaps because of preconceptions, I always feel that Sina's interface is more pleasing to the eye and more convenient to use. I don't know how many people feel the same way. Of course, this is subjective, but the details of user experience can only be discussed from a subjective perspective. The following is a brief introduction of the author's feelings about using Tencent Weibo: First, it is convenient for users to embed Weibo in QQ client, but the QQ interface is too small, which brings trouble to reading Weibo and writing Weibo. Second, I often can't find someone I care about. Third, there is no classification of listening users. If you listen too much, you'll have trouble finding someone. Fourth, there is no classification in Weibo, so reading is inconvenient. Fifth, the columns on the right, such as "hot topics" and "topics I listened to", are presented in a folded way, which affects viewing. (The above subjective feelings can be directly ignored if you disagree. )
Here, the author only mentions some possible factors that Sina Weibo is still ahead of Tencent, and does not deny the possibility that Tencent Weibo will surpass Sina Weibo. For Tencent and other portals, Weibo may be just a defensive device, not its main business. But no one wants to see this cake monopolized by Sina, and at the same time everyone is coveting the position of the boss. Therefore, the dispute over Weibo is far from over.
I hope you get extra points ... thank you.