There is a VVIP membership threshold for content monetization. What does Weibo do with this?
This year, Weibo added a VVIP user level. HE Tuber However, is membership tiering necessary? What will this operation bring to Weibo? Of course, Weibo will definitely not do meaningless things, which will have a certain impact on the platform. For many reasons, let’s take a look at the author’s analysis.
In the era of full competition, users are the most valuable platform assets.
This is not only reflected in the “war for people” among major e-commerce platforms during June 18 this year. A more specific trend is that as one of the most influential social media in the mobile Internet era, Weibo has adjusted its new membership system.
Since this year, Weibo has made product adjustments many times. This adjustment to the membership system is only a minor change, but it is a necessary step to improve user experience and ensure a healthy content ecosystem based on the platform's user ecological structure.
1. How necessary is membership stratification?
In 2023, Weibo has set a core goal: to promote the growth of user scale, improve operational efficiency, promote traffic growth, and strengthen the core competitiveness of the platform.
Accordingly, products also need to make appropriate adjustments to serve the goals.
The purpose of Weibo’s membership system adjustment this time is to meet the personalized platform services and experience of each type of user based on the user ecological structure.
At present, Weibo's user ecological structure has formed three types of users with
obviously different purposes of use, namely:
Content consuming users who mainly obtain information;
Social users who focus on content sharing and interaction;
Head users to create personalized influence and achieve commercial monetization.
Different users have different rights and interests on the platform. Because of this, Weibo has added VVIP user levels based on the existing VIP members and SVIP members.
The existing VIP and SVIP membership systems are more aimed at content consumption and content social users, and the rights settings are mainly based on personalized identity and social interaction.
However, such rights and interests cannot meet the current needs of top users who want to increase the influence of their accounts and monetize their content.
Some top Weibo users have expressed the hope that new members will help monetize their content, and some content creators hope that new members will increase the exposure of their content. Especially the rights and interests related to the exposure among fans, and some people are also concerned about the rights and interests in account management, such as the upper limit of the blacklist, the business card to guide people to follow, etc...
VVIP members corresponding to new operating rights were launched. For bloggers who are willing to create influence, by paying, they can use various tools on Weibo to stack buffs for themselves, achieving a double improvement in influence and monetization efficiency.
In fact, Weibo has previously provided targeted support policies for celebrities and big Vs in various vertical fields. For example, the "Life+" plan covers fashion, beauty, travel, sports, food, mother and baby, digital, automobile and other consumer decision-making areas, bringing more considerable benefits to top users who want to increase fan stickiness and industry influence. monetization efficiency.
On this basis, VVIP members can better serve top users in various fields who have established a certain influence on Weibo, helping them obtain higher content exposure, fan base and long-term and stable monetization income. .
After the launch of the VVIP membership level, Weibo has the differentiation to fully satisfy three types of mainstream user groups - consumer users, social users, and top users. Targeted service measures to meet these three groups are equivalent to meeting the needs of 95% of Weibo users.
Weibo has also been able to achieve a virtuous cycle - each type of user can find rights and interests tailored for them, and produce, consume, and share content according to their own purposes.
At the same time, the attention of users at different levels can be filtered by member weights to form new hot content, attracting more users with the same preferences to swim in the sea of information.
