Text | Chopped pepper TMT, author | 24
"I still want to see Wang Meng's explanation, so I can't 'weld' her on the commentary seat."
If you want to ask who is the "top stream" of the Beijing 2022 Winter Olympics, there will be a seat of "Wang Mao". On the evening of February 16, the final battle of the short track speed skating team was also the curtain battle of Wang Mao's interpretation of this Winter Olympic Games.
When did the "Great Devil of the Short Road World" turn into a "model house in the interpretation world" recognized by the whole network? The time will be dialed back to February 5, the night when the Chinese short track speed skating mixed relay team won the first gold of the Chinese team.
"My eyes are rulers, I tell you, definitely win, don't look at the replay!" "China's first gold was born! You can always trust the Chinese speed skating team! In the final sprint stage of Wu Dajing, Wang Meng jumped up from his seat excitedly at the scene of the commentary, clenched his fists with both hands, and shouted loudly.
At that time, Migu captured Wang Meng's instantaneous emotions and personality colors in time, and produced a short video of Wang Meng's commentary collection, professional, unique, humorous, grounded, and witty and frequent various explanations, which played 16.83 million+ a night; Weibo became the accelerant of this high-quality short video. #Wang Meng's commentary #One stalk exploded, 1.3 billion reads, 310,000 people discussed, pushing the entire Winter Olympics discussion atmosphere to the highest point.
This Winter Olympics is also another strong alliance between Weibo and Migu after last year's Summer Olympic Games in Tokyo.
Continuing the benign interactive closed-loop mode of "watching the game + discussing", Weibo users can see the live broadcast entrance of the video when searching for related event topics, click to jump to Migu content; Migu related accounts will also publish Olympic blog posts, host topics, and guide users who watch the event through video to Weibo through various forms to discuss the event, and will carry out in-depth cooperation from the form of the program.
Compared with the tight time and heavy tasks of the Eastern Olympic Games, this Winter Olympics, Weibo and Migu have enough ammunition for the marketing of the Winter Olympics.
01 Behind Wang Meng's circle: Weibo, Migu double upgrade
"The owner is so cute, it's like he's talking stand-up." "Can you give Wang Meng an explanation and shoot directly?"
On the evening of February 5, Weibo observed that under the overall popularity trend of the Winter Olympics, some users were already discussing Wang Meng's explanation in a concentrated manner, and Weibo passed the information to the front end of Migu for the first time, and the Migu team produced "stalked" content about Wang Meng in a timely manner and quickly fed back to Weibo. Then, the user carried out #Wang Meng's explanation ## Wang Meng asked Huang Jianxiang if you don't believe my eyes # and other hot topics, quickly put it on weibo hot search, attracting media rushes to report, forming the entire closed loop of Wang Meng's circle.
"In fact, after a game, a burst point maker like Teacher Wang Meng will happen from time to time, and the reaction speed of one of Weibo and Migu is too slow, and it may miss the wonderful point." Weibo told the owner that in addition to Wang Meng's strong professional level, the key point is that during the Winter Olympics, Weibo and Migu have maintained close real-time interaction.
From the product side, the user contact points of the two platforms have increased. Before the broadcast of the Tokyo Olympic Games, there were few contacts for The Migu to participate in the discussion of the competition topic on Weibo, and basically relied on the marquee in the Migu live broadcast room and the oral publicity of the host. In turn, netizens in the Weibo terminal saw that the topic of a certain event was boiling with blood, and wanted to find the entrance to Migu to watch the live broadcast of the game, and the location of the contact point was not convenient.
At this year's Winter Olympics, the two sides once again optimized, upgraded and humanized the products. For example, in the Migu APP terminal, under the topic column below the live broadcast and playback video of the game, there are both the display of the Weibo hot search page, and you can also jump directly to Weibo to discuss the real-time topic; the banner advertisement under the Beijing Winter Olympics broadcast column on the Migu homepage also has a contact point to go to Weibo to discuss, once there is a demand, you can immediately find the jump entrance.
In the Weibo terminal, it was found that the page has a significant #Beijing Winter Olympics # thematic column, after entering, one is to click on the schedule, all those who have live broadcast will jump to Migu live; the second is to click to watch live broadcast, will also display the jump Migu video.
Among them, the reason why the choice of the course column chooses to jump migu, Weibo has its own carefulness. Weibo found that the schedule is an important tool for users to understand the Olympic Games, and what games they watch will understand the schedule in advance.
This year, Weibo has launched a fist product "real-time topic discussion", whether it is the schedule or the result, as long as there is a stem and a point that triggers empathy, it can be discussed on Weibo.
02 Strong explanation of the group + strong interaction, users from "strange" to "into the pit"
Watching the Winter Olympics in Migu and discussing the Winter Olympics on Weibo has become a habit of Ah Wei after the 90s.
Frankly speaking, the public is relatively unfamiliar with the athletes of this Winter Olympic Games, and ice and snow sports are far away for many ordinary families. Compared with the Summer Olympic Games, the form of media display and information expression are more understandable and attractive.
Before watching the hot search, Ah Wei knew very little about the athletes of the Winter Olympics, nor did he know who Wang Meng was, but now, he completely entered the pit Wang Meng, "Looking at her explanation, she has a sense of participation, she can understand the format that she does not understand, and she can give you the story of this person who does not know." ”
Under Wang Meng's vivid explanation and Amway, Ah Wei downloaded the Migu video and now cherishes the domestic athletes, and even remembers several foreign players.
"Explain the Heavenly Group" is Migu's traffic password and advantage. As early as the end of the Tokyo Olympic Games last year, Migu locked in the head resources of the Winter Olympics such as ice and snow sports Olympic champions, world champions, ice and snow celebrities, and scarce resources, and got in touch with Wang Meng's team in October last year, from communication, finalizing the direction to landing, after more than 4 months. Today, Migu has a lineup of more than 150 commentators.
The public is no longer satisfied with "what the commentary says, what the audience listens to", migu set up a differentiated interpretation group.
At the same time, the public is not satisfied with the barrage interaction of vertical social networking sites and short video platforms. How to make the one-way output become a two-way rush, with strong social attributes, can realize the Weibo that you come and go to discuss becomes a window for users to socialize.
Compared with other new media platforms, Weibo pays more attention to media attributes and openness, through the content browsing mode of graphics + video + social, it can condense user views to form a public opinion field effect, and has a "spark of stars" for the diffusion and dissemination of hot content to immediately form a "burning trend", the combination of "PGC + UGC" and a low content output threshold, everyone can get a "sense of participation" in the Winter Olympics.
Weibo's strong interactive atmosphere is more than just graphics and text. In recent years, the emergence of interactive mechanisms such as live broadcasting and microphone has added weight to the characteristics of the Weibo platform, making it a "hot public opinion field" and a "human terrier machine".
In the past, celebrity athletes were content producers on Weibo platforms, expressing opinions, sharing dynamics, interacting with fans, and communicating. But from last year's Tokyo Olympic Games to today's Winter Olympics, athletes began to walk into the live broadcast room, together with Weibo Big V, to comment on hot events, hot events, and even share personal lives and hobbies, thus outlining another look of sports athletes on social platforms. For example, Sina Sports created two live broadcasts on Weibo, "Ming Zhi Zhi Ask" and "After the Whistle".
This year, Weibo and Migu recently created the "ace has been launched", in the February 15 Lianmai, freestyle words also Olympic champion Xu Mengtao said that he likes the star White Deer, after the hot search diverged, Tokyo Olympic women's shot put champion Gong Lijiao also helped the two achieve a dream linkage. As of February 17, Migu has conducted 13 consecutive sessions on Weibo, with a total of nearly 40 million views and more than 60 million views of the topic of the same name.
If you want to know the progress and intensity of the game, go to Migu; discuss interaction and catharsis, go to Weibo. Whether it is based on content appeal or emotional expression, Migu and Weibo combine to achieve mutual compensation for the core demands of users about the Winter Olympics, creating a chat while watching, full scene, immersive viewing experience and atmosphere.
03 After the End of the Olympic Cycle, user traffic is moving towards a positive cycle?
The cooperation between Weibo and Migu may provide the industry with a new model sample of the linkage between the copyright owner and the Weibo platform.
From Wang Meng out of the circle, Gu Ailing won the gold to the parent company China Mobile A shares once rose and stopped, Migu Qiao borrowed Weibo Dongfeng, with the help of Weibo's empowerment advantages in content dissemination and IP cultivation, it got better communication channels and effects than other platforms, and at the same time, with the circulation of traffic, it drove both sides to enhance their respective commercial value.
This Winter Olympics will make Migu Video taste the sweetness of huge traffic. During the Winter Olympics, Migu Video strides towards the head platform and soars to the second place in the Apple Store download list. Migu also began to feed back the China Mobile behind it, directly affecting its stock price. As of the close of trading on February 9, China Mobile's stock price directly rose and fell, closing at 67.43 yuan, with a total market value of 1.44 trillion yuan, ranking fourth in A-shares.
Since its broadcast in 2018, after the end of each Olympic cycle, Migu will face the problem of user retention and monetization, and the owner predicts that it will become clear after this year's Winter Olympics.
Weibo is like a "natural topic maker", empowering Migu with social networking. At this year's Winter Olympics, Migu achieved high-speed dissemination, diffusion and even secondary dissemination of content, and also harvested new users and reached a broader and more accurate user. For example, "Athletes United", which joined many celebrity guests such as Wang Meng, is very popular on Weibo, attracting many netizens to chase more in Migu.
Pulling new activation is not the goal, and retaining users is the value. The owner observed that from the European Cup in June last year, Weibo not only did not miss the Tokyo Olympic Games, the World Table Tennis Championships and other major competitions by revitalizing the daily life of sports stars, adding weight to live broadcasts, etc., but instead spoke out in the non-event cycle from a unique perspective, gained insight into the transformation of user needs in different periods, and provided continuous heat and spread volume, thereby realizing long-tail value.
On Weibo, many users have agreed now that they will continue to pay attention to the short track speed skating World Championships in March.
On the other hand, whether it is the live broadcast or short video that is now exploding, it is a form of media content, and its core lies in the attention economy. This year, in the competition for traffic in the Winter Olympics, while occupying a strong advantage in communication capabilities, it has also obtained the strong blessing of Migu as a partner, making Weibo the main platform for the public to watch the Winter Olympics and the Winter Olympics, Weibo not only revitalizes the stock of fans in the sports circle, but also realizes the incremental expansion of fans in other circles, condensing a new Weibo sports fan base.
Further, under the background of the state's call for interconnection, the cooperation between Weibo and Migu this time, both sides have opened up their respective traffic, and are deeply integrated at the operational level, which is also a bright template for the subsequent cooperation between Weibo and other Internet platforms.
In the past development, the Internet industry inevitably fell into traffic anxiety, dividend anxiety, and growth anxiety. The arrival of interconnection actually represents that the entire Internet industry has entered an era of openness and win-win results. Any participant in the opening up of the industry can obtain more market dividends in interconnection.
Weibo, which has 573 million monthly active users, has its own unique advantages in promoting connectivity due to its open social nature.
Grasping the tickets of the subdivision scene track, establishing a connection with other platforms, and releasing the commercialization potential of social networking are the future feasible things for Weibo.
After the Winter Olympics, Weibo can not only deeply integrate hot content through insights, provide diversified content consumption products for users to consume, but also further strengthen the emotional connection between Weibo's social attributes and users, and achieve full matrix coverage of sports ecology.
Commercially, for sports events or athletes, brands can also find an accurate entry point on Weibo, do a second in-depth extension in IP marketing, and create powerful commercial content.
From the Tokyo Olympic Games to the Winter Olympics, the cooperation between Migu and Weibo has become the norm, and even has stepped onto a new level, the two sides have clear positioning, strong complementary resources, in Migu to see the content, in the Weibo discussion, coupled with the openness of Weibo and its ability to diffusion of content is unique to the Internet, the future is worth our expectations.