Sou Hu Cai Jing·2025-10-22 06:37Core Insights - Weibo is reaffirming its commitment to "influence" as a core value, which is essential for building a competitive edge in the content landscape [2] - The platform has reported significant user engagement metrics, with 588 million monthly active users and 261 million daily active users as of June 2025 [4] - Weibo's user base remains predominantly young, with 71% of users under the age of 30, indicating a vibrant and youthful ecosystem [5] User Engagement and Market Expansion - Weibo's position as a "hotspot incubator" and "public discussion arena" is reinforced by its large user base and daily interactions, with over 100 million posts and 63 million comments daily [5] - The platform is seeing growth in lower-tier markets, with users from fourth-tier cities and below accounting for 31.5% of the user base, a 1.5 percentage point increase year-on-year [9] - Weibo is evolving from an elite-centric platform to a diverse expression platform that caters to multiple generations and fields [11] Product Development and Content Strategy - In 2025, Weibo underwent significant product evolution, enhancing its "relationship flow, recommendation flow, and hotspot flow" to meet diverse user needs [11] - The recommendation flow has seen a 30% year-on-year increase in daily active users, while interest content reading volume has increased by 24% [11] - Weibo is shifting its video distribution policy from focusing on "play volume" to "watch time," promoting high-quality content and providing incentives for longer videos [13][17] Quality Content and Creator Support - The platform has implemented a dual model using AI to identify low-quality content, releasing 21% and 12% of traffic to prioritize high-quality content [18][19] - Weibo is enhancing its commercial ecosystem with initiatives like the Golden Orange V standard and a KOL advertising monetization system, investing 420 million in advertising [20][25] - The "cross-domain blogger plan" aims to help creators expand their influence across different content areas, enhancing their engagement with audiences [22][26] AI and Future Directions - AI technology is becoming a crucial driver of innovation within Weibo's content ecosystem, enabling users to quickly access trending topics and AI-generated content [27] - The platform is focusing on building trust through AI-enhanced content understanding, positioning itself as a more authentic and personalized platform [28] - The industry is transitioning from a "traffic era" to a "quality era," with Weibo leading the charge in creating a healthier creator growth system [29][30]