Core Insights - Weibo is facing a structural dilemma, with declining user engagement and a shift from being a social platform to an information bulletin board for brands and events [2] - The platform has a large user base, with MAU reaching 588 million and DAU at 261 million as of June this year, indicating that the issue lies in user experience rather than traffic [2] - Weibo announced a series of systematic upgrades to its products and ecosystem at the 2025 V Influence Conference, aiming to regain its unique positioning and growth rhythm [2] Product Reconstruction - Weibo's product architecture consists of a "recommendation stream," "follow stream," and "hotspot scene," each serving different functions [4] - The recommendation stream is the core focus of the upgrade, addressing issues of content homogenization and low-quality information [6] - A new dynamic balance model combining "social + interest + hotspot" is being implemented to enhance content diversity and user engagement [7] Content Ecosystem Activation - The upgrade aims to recalibrate the definition of "influence" by incorporating metrics like "deep reading behavior" to assess creator impact [11] - The number of top-tier creators (Gold V) remains at 18,000, while the next tier (Orange V) has increased by 57% to 107,000 compared to last year [13] - UGC (User-Generated Content) is being elevated strategically, with a 20% increase in UGC production in Q3 due to algorithmic support and resource allocation [14] Video Strategy - Weibo is shifting its video distribution logic from "play count" to "watch time," focusing on deep, engaging mid-length video content [15] - Initiatives like the Vine Plan and Boiling Plan are introduced to incentivize quality video creators with cash and traffic rewards [15] Industry Perspective - The comprehensive restructuring is a complex challenge that requires balancing multiple contradictions and overcoming existing inertia [16] - Weibo's ability to confront these complexities demonstrates its capacity for self-renewal, which is crucial for its future and serves as a reference for other mature platforms facing similar challenges [16]