Weibo launches Super Fantong to improve commercial ecological layout

　　On September 21, Weibo released the new information flow advertising product "Super Fans" and took the lead in launching a short video marketing product matrix, which redefines the commercial value of social marketing while improving its own commercial ecosystem. Weibo CEO Wang Gaofei said that in line with the general trend of mobile and socialization in the global advertising industry, Weibo launched the Super Fan Pass, which will help companies get more exposure under the same budget, thereby meeting the more diversified marketing needs of the majority of companies and further improving marketing efficiency. More importantly, Weibo will help companies gain fan base more efficiently, expand social assets, and improve social marketing channels.

　　In the future, Weibo will also strengthen the interactive communication between enterprises and fan groups, making communication between enterprises and fan groups more convenient.

　　Information flow advertising upgrade Super Fantong shows three major hard powers

　　Weibo launched Fan Pass in 2012, officially involved in information flow advertising. The well-known feature of the latest Super Fan Pass is that it provides a richer selection of data tags, product forms and delivery methods, which will more efficiently meet the diverse marketing needs of advertisers and help advertisers find the best solutions between accuracy and scale.

　　First of all, it is to help enterprises accurately target target consumer groups through three-dimensional data tags. Different from the basic targeted dimensions such as gender, age, and location of traditional information flow advertising, Super Fan Tong is based on the accurate insights of Weibo big data, and helps advertisers to target target groups in multiple dimensions (specifically including social behavior data such as user status, topic participation, blog interaction, account relationships, etc., as well as advertisers’ own member CRM behavior data and third-party interest data packets, etc.), to accurately reach audiences with different needs. Taking Ctrip as an example, through super fans, precisely targeting the user status and usage scenarios of the target group, and serving advertising content that meets their needs according to the changes in the status of the travel user, so that travel users can push destination information when preparing travel plans; after travel users arrive at the destination, they push hotel and local service information, continuously follow up on the user's travel status, and ultimately achieve a significant improvement in marketing efficiency under the same budget. The second is to build a closed-loop consumption scenario to achieve seamless coverage on full screen. In response to the diverse marketing and promotion demands of different types of advertisers, Super Fans opens up user behavior paths such as Weibo owner information flow, group flow, popular flow, search flow, etc., and combines intelligent creative selection to help advertisers match different creative content to target audiences. Through rich full-screen advertising display forms with pictures, videos, and event landing pages, they set up different life scenarios to distribute advertising information to users in need, rather than simply buying a UV and PV. In addition, it is the intelligent delivery of social advertising to achieve the integration of product and effect.

　　The traditional online advertising sales model, which is mainly based on CPM and CPC, cannot be directly linked to advertisers' marketing goals, and user conversion costs are difficult to control. Super fans have launched two intelligent delivery methods: smart bidding and price-keeping, which can fully meet the marketing needs of different types of advertisers, so that the bidding model is no longer a bottleneck that plagues corporate delivery, and at the same time ensure that advertisers get more exposure under the same budget, achieving the transformation of "product" and "effect" from segmentation to integration.

　　Create a short video advertising product matrix

　　As the most active short video distribution platform in China, Weibo has launched a domestic social media short video product matrix, fully building standardized solutions around the video advertising landing page, so as to carry more marketing content for customers and help customers improve conversion results. This move also marks the full commercialization of Weibo videos.

　　This product matrix has a rich video advertising products such as full-screen startup video advertising, Weibo stories, brand hot promotion, post-video recommendation, video corner tag, etc. The novel and diverse advertising forms can meet the needs of advertisers for new product launches, major promotions, major joint promotions, celebrity endorsements, etc. The native advertising mechanism will help customers conduct word-of-mouth fission dissemination, which will ensure user experience and advertising effect while triggering brand topics and creating brand news events. Taking the startup video advertisement as an example, for 159 million daily active users on Weibo, brand information is displayed through 5 seconds of shocking and eye-catching visual experience, and the exposure and conversion are achieved in a vivid interpretation. Taking Nike as an example, the first launch video advertisement was launched on Weibo in August last year. The specific startup was Nike poster. Click the poster to play the preloaded video directly. After the video is over, you can jump to the official Weibo of Nike Enterprise to achieve the purpose of spreading and fan conversion, and finally achieve the 580 million brand exposure and 360 million video views. Another new member of the matrix has been launched less than half a year, and it has reached a usage scale that accounts for nearly 10% of the monthly active users of Weibo. Weibo stories presented based on vertical full-screen short videos are more conducive to brand exposure and enhance brand influence while promoting brand concepts. Instagram Stories, which has similar features to Weibo Stories’ products, introduced more than 30 advertisers earlier this year, including brand advertisers such as General Motors, Nike and Airbnb. According to market research firm eMarketer, driven by the new advertising model, Instagram is expected to generate US$3.64 billion worldwide this year, accounting for 12.3% of Facebook's global advertising revenue. Another 74% of American companies plan to launch Instagram ads this year, which has exceeded Twitter. With the popularity of users' video consumption habits, video advertising has become a new growth point in Weibo advertising revenue. In the second quarter of this year, the number of Weibo video advertisers maintained a double-digit increase compared with the previous quarter.

　　Citi's recent research report pointed out that as advertisers' demand shifts to mobile, social and video, Weibo will benefit from the growth of advertisers' budget in the future.

　　Work with professional data research institutions

　　In addition to continuous polishing of products, Weibo has jointly established a social marketing value measurement system with leading domestic and foreign data research institutions such as Nelson and AdMaster to provide advertisers with more comprehensive and three-dimensional advertising effect tracking and evaluation services, so that ROI has evidence. Wang Yumei, Vice President of Business Strategy and Innovation, said that the value measurement system of social marketing is completely different from traditional media. AdMaster cooperates deeply with Weibo to establish a comprehensive marketing value research from brand awareness, to preferences, and then to purchasing intentions, which will help advertisers and media companies more accurately evaluate the value returns of social marketing and further optimize Weibo's advertising business ecosystem.

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