Weibo and Huya advance into interest communities: different paths for peers

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Now , As young people “ taste ” Increasingly tricky , Can really “ Satisfy ” Young people's products are also increasingly scarce , Want it “ loyal ” It becomes extremely difficult . Young people prefer “ Interest consumption ” The consumption habits of , It also makes the interest community gradually become the direction of many Internet players .

Interest communities are not new today , You know 、 douban 、B standing 、 The little red book , Even “BAT” Internet giants , Have explored various communities of interest in the past . But based on the difficulty of the product , After a big wave of exploration, it will eventually return to calm . And after a period of silence , Interest communities have recently set off a new upsurge .

Interest community spring breeze again

in fact , Whether it's Tianya 、 tieba , Or Netease “LOFTER”、 Ali's “ Friend what ”、 Baidu “ There's a poof ”, Or is it B standing 、 The little red book …… Interest community products have been emerging in endlessly , And whether it is backed by giants or attacked alone , Players will rush to enter the interest community track , It has its own internal motivation .

First , For giants , Interest community may be one of the few remaining breakthroughs that can cut into social networking . Since the birth of the Internet , Social track has always been a hot track , However, there is wechat 、QQ these two items. “ Land Rover ” stay , Players who want to enter the game have to find another way . Because young users tend to gather because of their interests , The stickiness of community products is also higher than that of other products , It is very convenient for commercialization and liquidation , Therefore, to be interested in social networking has become a common choice for everyone to enter the social field .

secondly , Layout interest community , Naturally, there are also considerations to seek revenue and user growth . In the short video and other competitors' snatching of advertisers and users' time , Both Huya and Weibo are facing sluggish user growth 、 The problem of slowing revenue growth , In this context , Diversified business development is an important way for them to seek growth . And based on their genes , If it can be based on hobbies , Connect hundreds of millions of live users , Undoubtedly, it will improve the user's use time and stickiness , A good choice to speed up commercialization .

Last , Launch community products 、 Create a community atmosphere , It is also an attempt to seek product chain and relationship ecology . With the mobile Internet dividend fading , All industries have begun to expand their capabilities 、 Business 、 Ecological and other boundaries . such as , Expand around your core competence , In order to reach more industry segments ; Or participate in more links in the industrial chain , Expand your business scope ; Or build an industrial ecosystem in the industry , Constantly expand the ecological boundary , Launching community products is one of the ways for these players to expand their boundaries .

For now , For whatever purpose , The number of players in the interest community has never decreased . Recently, Huya, the leading live game platform in China, and Weibo, one of the largest social media platforms in China , On the layout of the community of interest, actions are frequent . however , Because their genes are different , The direction of developing interest communities is also different .

Tiger tooth “ Meow touch ” Content oriented

as everyone knows , Tiger tooth recently launched a product called “ Meow touch ” Our community App. It is reported that ,“ Meow touch ” Be similar to QQ Interested tribes , Users can according to their own interests , Join different tribes . at present , Meow touch App The tribes in have covered positive energy 、 Slash the youth 、 game 、 Study 、 life 、 Self discipline and other aspects .

Actually , This is not the first time that Huya has launched a content community , As early as 2019 In, Huya launched a community targeting Hanfu users App“ Hua Xia ”, And then tried to incubate new community products internally for many times , And in tiger teeth App Layout the content , Vigorously promote “ live broadcast + video + Community ” Fusion . The reason why Huya energy source constantly introduces new community products , It has something to do with its own genes .

One is , Tiger tooth's diversified content reserve advantage , Can help “ Meow touch ” Quickly target users . Live broadcast is one of the mainstream content production methods nowadays , Therefore, although tiger tooth has always been an outstanding player in the domestic game industry , But with continuous exploration and expansion , Its diversified content ecosystem has taken shape , At present, tiger tooth business has covered Games 、 entertainment 、 variety 、 outdoors 、 food 、 Sports and many other fields . in addition , The content of tiger tooth is more yuan , The community is also more vertical 、 More segmentation , This enables its extensive user structure to better locate and distinguish .

Two is , Tiger tooth's rich core anchor resources , It can help their communities incubate high-quality content to a great extent . The endless and high-quality and rich boutique content is “ Community of interest ” The biggest motivation to attract and retain users , And it was broadcast live by game “ career ” Tiger teeth , Not only the game anchor resources are well-known , Other anchor resources are also self-contained . Rely on these high-quality anchors , The content advantage of tiger tooth is further highlighted , And this is for its interest community “ Meow touch ” The development of also has a certain role in promoting .

The third is , Tiger tooth has a good interactive atmosphere , It is expected to form a healthier 、 Diverse community ecology . all the time , Huya is constantly optimizing the experience of the live studio , Open up new ways to lead other platforms to strengthen creators 、 Community 、 Friendly interaction between users , Promote the formation of a good community atmosphere , The anchor and users of tiger tooth 、 The two-way communication between users is further enhanced , Better for “ Meow touch ” The formation and improvement of community ecology .

Microblogging “ star ” More social

however , Huya is not the only one who has recently targeted the community of interest , Weibo also announced recently that it will launch a new interest interactive community App“ star ”. It is worth noting that , With tiger teeth “ Meow touch ” Content orientation is different , Microblogging “ star ” Mainly around the stars of Weibo 、 The community attribute extends the scene , It is a social platform for Weibo users to follow stars and find interest circles .

It is reported that , star App At present, there are millions of interest communities , Cover local 、 life 、 Secondary yuan 、 Beauty makeup 、 campus 、 food 、 region 、 The popular science 、 Digital 、 Home Furnishing 、 Real estate 、 military 、 Internet community and many other aspects . And the planet App The reason why it can rise so quickly , Nature has its unique advantages .

First , The user base and distribution mechanism of Weibo , It can accelerate the accumulation of community users and enrich community content . There is data showing , At present, the monthly life of Weibo has reached 5.82 Billion , There are also daily activities 2.52 Billion , The user volume can be said to be very considerable . With the guidance and resource support of Weibo , Weibo based interest community product planet App Mining user interests will become simpler . The distribution mechanism of Weibo can greatly reduce the threshold of content creation , Effectively improve the circulation of original content , This also makes the planet App It's easier to produce high-quality native content .

secondly , Social network and platform tonality of Weibo , It is more conducive to the formation of interest community atmosphere . Weibo itself is a multi structured crowd forming a square like social relationship , Users are naturally highly interactive , And the media attribute of Weibo , It can also make the quality content and discussion of the community more disseminated . What's more? , There are many subdivisions of interest in the hyperwords of Weibo , Users who are used to microblogging and super voice want to adapt to the planet App There is no threshold , This is naturally necessary for them to form a strong interest community atmosphere .

Last , Experience in the design and operation of Weibo hyperphone , It is of great benefit to the management and operation of its interested communities . Weibo hyperwords, which have always made Weibo proud, are like public comments in the field of interest , It can make different circles 、 Users of different ages can get the most comprehensive information quickly and economically 、 Accurate information . And the planet APP Some functions are similar to Weibo hypertext , It can even be said to be more comprehensive “ Microblog talk ”. I have experience in managing and operating Weibo hyperphones , Rather than let Weibo build a new interest community platform from scratch , star APP Obviously not “ Adaptation period ”.

“ The bone ” Hard to chew ,“ The cake ” Hard to distinguish

Players who have arranged interest communities one after another , But there are few products that can stay in the end . The fact proved that , Even Tencent 、 Ali 、 Rising stars hatched by big companies such as bytek cannot escape the fate of failure , So for Huya and Weibo , Interest community is not a good place to eat “ The bone ”, And want to grab the interest community “ The cake ” Naturally, it is not so easy .

One side , Interest communities cannot escape the situation that users and content are difficult to achieve , So tiger teeth 、 Microblogging is still difficult to achieve .

Community “ Circle of interest ” The key is professionalism and content quality , That is to say, users of interest communities rely on content to attract 、 The remaining , But the broken circle of the community needs to constantly destroy the original community culture , And the destruction of community culture means that users' sedimentation will be affected . Therefore, if the problem of maintaining community culture while expanding the community cannot be solved , Then tiger teeth 、 Microblogging interest community products will be difficult to survive .

On the other hand , There are already many old brand community products and emerging vertical interest communities in the market ,“ Meow touch ” and “ star ” It's not easy to break through . From the perspective of community scale and content precipitation , Born in 2003 Baidu Post Bar in , It is well deserved in the field of domestic interest and social networking No.1; Second only to the Tiger flutter of tieba , I have also made remarkable achievements in the interest community . In addition to this kind of old brand interest community products , The strength of many emerging interest communities such as xiaohongshu can not be underestimated . These new and old players divert a large number of users , The growth of Huya and Weibo will inevitably be affected .

besides , Interest communities are still facing the problems of homogenization and difficult realization , I'm afraid this is still difficult to solve in the short term . Although interest community products can rely on “ Birds of a feather flock together ” This feature attracts some users , But most interest communities , Lack of content diversity , The content quality is not high enough , And to accelerate commercialization , It is bound to implant a large number of advertisements in content operations , Let the user experience sense decline significantly . obviously , Even the interest community products that have been developed for many years , The user stock and increment are extremely limited , advertisement 、 Value added services are also difficult to implement on a large scale , New players Huya and Weibo will only be more difficult .

Actually , It is not difficult to see that there are no star level products in the field of interest communities , Interest in social networking is easier said than done . For enterprises that want to make achievements in this field , In addition to requiring a lot of capital investment and relevant experience , More importantly, we need to return to the product itself , Let the product itself form an ecological mechanism of self circulation . And obviously , It is very difficult to do this , And tiger tooth “ Meow touch ” And Weibo “ star ” Whether it can stand out in the end , I can only give the answer to time .