VVIP membership: the necessary threshold for platform ecological health
The adjustment of the membership system is essentially HE Tuber for a better user experience, but from the overall development level of Weibo, it means the upgrade of the content track and the development of the platform ecology.
From a content perspective, through membership grading, Weibo not only covers 95% of user needs, but also provides tailor-made matching of the rights and interests of each type of member. With a stronger sense of experience, user stickiness will increase, and the continued growth of active users will also be assisted.
Public data shows that in the first quarter of 2023, Weibo’s active users
maintained strong growth, with monthly active users reaching 593 million, a year-on-year net increase of 11 million, and daily active users reaching 255 million, a year-on-year net increase of 3 million.
With the support of the new membership system, especially the release of rights at the VVIP membership level, Weibo's active user base will have a considerable growth expectation, injecting fresh energy into Weibo's content ecology.
For the platform ecology, as more and more leading members
will grow on Weibo and realize user value, Weibo must set certain entry thresholds for content monetization in order to standardize the platform content ecology and create new opportunities for users. A harmonious and healthy cyberspace.
Weibo adjusted its membership system and launched the VVIP membership level, which is one of the measures to help the platform strengthen ecological governance in addition to meeting user needs.
After all, since its inception, network security has always been a key
"homework" for Weibo to fulfill its social responsibilities, and it has continuously submitted good "answer sheets" through product updates, innovative operating models, etc.
And in the current era of content explosion, it is inevitable to have both mud and sand. Of course, Weibo will take into account the ecological health of the platform and set certain thresholds to ensure the balance between the ecological health of the platform, the rationality of member monetization, and the authenticity of the content consumed by users.
Some people may also question whether Weibo is trying to make money
by launching a new membership system.
"Mantis Observation" believes that as a leading social media platform that has been iteratively updating in line with the trends of the times for more than ten years, Weibo will not be so short-sighted as to rely on the "infinite matryoshka doll game" of the membership system to generate revenue.
Its real purpose is to build the platform's high-quality operating capabilities through a reasonable membership system, reduce the cost of platform content ecological management, and move toward longer-term development by creating a healthy platform environment.
Because the VVIP membership level is based on a paid model,
while allowing top users to obtain platform resources, it also enters the scope of platform supervision and user supervision through more specific and true identity and business activity information. Reasonable and legal content will be protected by the platform.
Correspondingly, low-quality content such as plagiarism and violations can be managed and restrained in a timely manner to reduce network chaos.
As Weibo’s general manager of membership and content value-added (Weibo account @朱哥) said, VVIP members “provide an identity through ‘payment behavior’ and set an entry threshold for monetizing content and traffic. " .
At this point, Twitter has taken action. In order to improve the authenticity and quality of advertising on the platform, owners or businesses who want to place ads on the Twitter platform must subscribe to the Twitter Blue service, which costs $8 per month (currently about 55 yuan), and can only be placed after passing verification. advertise.
