September 28th,WeiboThe financial report for the second quarter of 2020 was released. In the second quarter, Weibo's revenue reached 2.75 billion yuan, an increase of 21% over the first quarter. Users are more active on Weibo. In June, the average number of daily posts posted by users increased by more than 50% over the same period last year.
Share 500 million with video authors
Since this year, Weibo has continued to increase investment in the video business to enhance market competitiveness. In July, Weibo officially launched the “Weibo Video Account Program” for high-quality video creators in the entire industry. Based on the advantages of social media platform communication and fan operation, Weibo comprehensively enhanced its service capabilities for video creators, and became an accountNagawaComprehensive support is provided in terms of commercial monetization. Within a year, Weibo will invest 1 billion dollars in precision advertising resources and 30 billion in top exposure resources to help video channels accumulate social assets and achieve brand influence and exit the circle. At the same time, 500 million dollars of cash were divided into video accounts to establish a video advertising sharing model.
Since the launch of the plan, hundreds of thousands of bloggers have launched Weibo video accounts, including more than 5,000 video accounts with over one million followers. The high-quality content of many video creators has been on the hot list, leading to widespread dissemination and discussion. In mid-July, video blogger “Dao Cao” used a VLOG to record her experience as a takeaway rider. Since the launch of the VLOG, the number of broadcasts has risen by more than 40 million, becoming a public issue and has received attention from all circles. The total number of views on related topics has exceeded 1.2 billion. A number of media organizations have followed up on related reports, and relevant shopping malls have also made official responses through Weibo.
Since then, “Life in the Army is so interesting” has been trending on Weibo. Although the author “Left Destroyed Home” has posted many videos on other platforms, it has not been able to “make a big splash.” “Defeating Home from the Left” quickly launched Weibo and was certified as an original video blogger, forming a “national spectator”. The number of fans quickly surpassed 1 million, and the total number of video views was close to 130 million. Recently, “papi-chan”, which has been dormant for more than 7 months, also posted the latest video on Weibo to officially announce its comeback. The video was viewed by over 10 million people in 2 hours.
Brand advertising revenue increased 30% month-on-month
With the COVID-19 epidemic in China being basically brought under control and the launch of new advertising products, various Weibo revenue indicators have rebounded. In the second quarter, Weibo revenue increased 21% month-on-month compared to the first quarter.
In response to the increasingly diverse marketing demands of brand customers, Weibo continues to improve marketing scenarios and upgrade service capabilities. More and more brand customers reach a wider audience through Weibo's differentiated social marketing plans. In the second quarter, Weibo brand advertising revenue has recovered to the same period last year, with a 30% increase over the first quarter.
In terms of performance advertising business, Weibo gains higher market share by upgrading advertising systems and optimizing advertising products to improve advertising effectiveness and delivery efficiency. In the second quarter, Weibo launched a new streaming advertising product, “Super Fandom 3.0,” which includes the “Watching and Watching Series”, which innovates video and graphic advertising styles. Users can simultaneously browse H5, download apps, and follow accounts while watching videos and images. Since the launch of this product, the conversion effect of native ads in microblogging information streams has been effectively improved. The penetration rate of Weibo video ads has increased by nearly 50% compared to before, and the penetration rate of new-style image ads has also increased by more than 1 times compared to before.