Ge Long Hui·2025-08-15 03:40Financial Performance - In Q2 2025, Weibo reported total revenue of $444.8 million, approximately 3.2 billion RMB, and adjusted operating profit of $161.8 million, around 1.16 billion RMB, exceeding Wall Street expectations [2] - Advertising revenue for Q2 reached $383.4 million, about 2.76 billion RMB, with significant growth in sectors like food and beverage, apparel, and beauty [5] User Engagement - As of the end of Q2, Weibo's monthly active users reached 588 million, with daily active users at 261 million [2] - The platform's search product, "Zhiso," saw a significant increase in daily active users, with a month-on-month growth in Q2 [4] Strategic Initiatives - Weibo's strategy focuses on enhancing user value, maintaining its leading position in entertainment content, and improving social product competitiveness [3] - The platform has strengthened its social interaction experience, particularly in comment sections for celebrities and top influencers, improving discussion quality [3] Community and Content Development - Weibo has established a vertical operation system that integrates content from cross-domain influencers, with over 50% of interest content production coming from these creators [3] - The "Zhiso" product has improved user experience by optimizing model strategies and increasing content diversity, leading to a compound growth rate of 41.7% in the first half of the year [4] E-commerce and Marketing Trends - Weibo's collaboration with major e-commerce platforms during the 618 shopping festival resulted in a noticeable increase in e-commerce revenue [5] - The platform remains a key marketing venue for the automotive industry, particularly for new energy vehicles, with over 60% of new car marketing coverage in the first half of the year [5]