This spring, 28-year-old Jessica successfully "unloaded". For most of the year, she was emotionally stable and completed her maternity leave. Just as she was about to step on her heels and return to the workplace, her mother came to the door to "talk alone" and advised her to consider becoming a full-time mother.
——The little girl of Susie's family has had a lot of acne on her face recently. How can a child of several years suddenly "burst" acne? It is clear that she has carefully selected skin care products for young children.
- Is there a need to ask a parenting sister-in-law? What is the right price point? What if I don't take responsibility for coming home? Recently, Xiao Tian has been hesitating on the issue of parenting, "I don't think deeply about this matter anymore, and my brain hurts when I get tangled!" ”
This series of problems, as well as many "things that only parents understand", have been derived from a focus of mothers and babies on Weibo into a hot topic of national discussion.
I have to admit that the pressure of this generation of bao mom and baby dad is indeed very large. Mother and baby parenting is no small matter, and behind every hot discussion is the heart of countless parents.
How to bring a baby scientifically? How to find a balance between parenting and individual parents? ...... They need more professional guidance and help. At present, social media platforms have become a new channel for young parents to socialize, learn parenting knowledge, and plant grass mother and baby products.
Why do new moms love to brush Weibo?
As a generation that has been "illuminated" by the light of the Internet, the post-90s generation has truly achieved "Weibo every time there is a big event": pay attention to the social focus, the whole people fight against the epidemic online; the joys and sorrows of life, in this direct lyrical chest; bump CP mixed circles, come here to communicate with the good...
When Weibo becomes part of the lifestyle, it is only natural for new mothers to get together and communicate here. Driven by behavioral inertia, Weibo has become the first choice for countless novice mothers to learn and communicate with its complete maternal and infant parenting content ecology.
The long-term accumulation and attention of Sina Parenting is the core of this ecology. "Rome was not built in a day", and the rise of a content ecology is naturally not a day's work. Compared with a number of emerging social media exchange platforms, Sina Parenting has been accumulating content in this field for nearly two decades, which is extremely scarce in the whole network.
Indeed, mother and baby parenting is no small matter, if there is no purest concern and concern for this group for a long time, it is difficult to win their trust, which is also the premise that all mother and baby parenting platforms can be established.
In addition, the unique hot topic derivation mechanism of Weibo has become a potential energy point to promote the ecological development of Weibo's maternal and infant parenting content. The field characteristics of Weibo determine that it will generate a large number of topics every day. In the face of a variety of content, @Sina Parenting has demonstrated its sensitivity to industry events and the ability to monitor hot spots, and promoted the circle of explosive points from the hot discussion of mothers and babies to the focus of the whole people.
In terms of specific cases, not long ago Weibo netizen @Yu_Xiaoyu posted an article breaking the news, saying that the sister-in-law who spent 30,000 50,000 pleases caused the baby to be seriously hospitalized after taking over. @ Sina Parenting After discovering this hot spot, it quickly established the topic #Please What are the god pits of the mother-in-law and sister-in-law," and in a short period of time, it joined hands with parenting experts, mother and baby masters to discuss, which not only pushed up the heat of the event, but also provided more mother and baby groups with solutions to this parenting pain point in the live broadcast.
After successfully mining hot topics, we can actually see that Weibo's rich linkage capabilities contribute to further content output. The linkage strength here is reflected in several aspects:
One is a more diverse voice. Based on the diversified circle distribution of Weibo, the same topic can often derive various sub-topics in different fields, and the fission at the topic level can drive the discussion from point to point to area from a single vertical category to other dimensions.
From the #7-year-old Xiao Chen gene mutation height stopped at 3 years old # This hot search topic derived from the # What factors affect the height of children # spread as an example, Weibo maternal and infant parenting from the five aspects of medical health, food, sports and fitness, fashion, home and other aspects, derived 9 major issues, 31 specific content directions, including # insist on exercise can improve height #, #how to do height management for children#, #how much is the child's height affected by parents#, etc. The opening of each new topic provides a direction for diversified content output, and also prepares for the influence of more circles and groups.
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The other is a richer body structure. Compared with the scattered distribution of KOLs on other platforms, Weibo's content ecology aggregates the creative forces of KOLs, media, platform parties, brand parties, and government agencies, and converges into a powerful energy field of online interaction.
Just like in this discussion on the height issue, Weibo mother and baby parenting linked nearly 500 key bloggers:
Mother and baby big V@ tiger mother Pan Pan share their own high-chasing strategies;
Health and medical blogger @ Dr. Xu Chao focuses on "balanced nutrition, good sleep, moderate exercise";
Fitness experts @vampire fish and fish proposed that "jumping rope and swimming are more suitable sports";
Psychological counselor @Xiao Tong MC called for "the child's true feelings and thoughts are accurate." ”
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These professional advice from different fields can help parents face and solve problems through the hash page, and can also fission reach the people in their respective fields.
At the same time, the relevant discussion has also attracted the attention of authoritative media such as @ Sanlian Life Weekly, and Weibo maternal and infant parenting linkage to create #Growth Hormone is really the god medicine of growth and height # topic. With the credibility and influence of senior media, the relevant content can be more widely transmitted to the public, which not only promotes the formation of a strong reporting momentum, but also sets off a new round of discussion in the crowd.
What do new moms really need?
Despite the rapid development of society, the problems faced by the post-90s in the process of parenting are no less than those of the "predecessors".
They have a fairly novel parenting concept and a more independent parenting idea, so the "experience" that can be learned from their parents is relatively limited; they have a typical Internet thinking, and they catch up with the era of rapid development of the media, and all kinds of parenting knowledge is complex, but people are confused; under the accelerated "inner volume", they also face more parenting indicators and greater education investment.
Under the explosion of information, mothers not only hope to be more convenient to obtain professional parenting knowledge, but also hope to have a communication platform to express their hearts and "think what I think". Obviously, Weibo is playing a role in merging the two into one. No new mom is easy, but with the blessing of the current technical environment, the whole process of "upgrading" is expected to become easier. With the help from Weibo, I believe that mothers will be able to grow up with their children more calmly and embrace the world full of love.
Have you learned about parenting on Weibo?