[Original #2]How does Sina Weibo keep its “big-V”s ?

      In case you're not familiar with Sina Weibo, a platform for mini-blogging services attracting more than 376 million monthly active users (MAU) at the end of 2017,

Weibo's MAU from 2016 Q3 to 2017 Q3

here's a short video of introduction by Ashely Talks on Youtube：

      What is “big-V” on Weibo?  “V” could be understood as “very important person”, or “verification”.  If we put it in the social technographics ladder, “V” sits on the top of the ladder—creators who publish the blogs, upload original videos and audios, or write articles and post them.  Essentially, they are “big” because they have more than 50,000 followers, making them influencers or key opinion leaders (KOL).   “Big-V”s could be scholars, celebrities, stars etc. who are active users on Weibo and produce contents enticing common users—critics, joiners, spectators etc. without whom the dynamic communities on Weibo would be doom and gloom.  Why most common users never get tired of watching posts on Weibo?  Well, some might feel like watching funny videos, some may want to find beautiful wallpapers, or some probably intend to spy his or her ex’s events…… Whatever, people want to get useful and valuable pieces that benefit them in any way.  Under such circumstances, KOLs assume great responsibilities to enrich the whole community—to regularly generate contents satisfying common users’ appetites.

Random screenshots of some "big-V"s on Weibo

      To maintain the quantity, diversity and originality of influencers’ contents that gain traffic—money, Sina Weibo has been working on its best way to reward creators who are likely to jump to other user-generated content platforms, including Zhihu (Chinese question-and-answer website), Toutiao (News aggregation app and website), Tencent News, NetEase News and those alike that reward creators. For example, since the second half of 2017, Weibo created solutions for KOLs to maintain their enthusiasm in creating quality posts. To illustrate, KOLs sell through original articles, short-cut videos or even live streaming, a product package called “V+”, to fans willing to pay on their idols. After purchasing the package, fans have access to a specific idol’s extra contents which are not available to common users.

KOLs are gaining followers

      Explanations why this solution works are as follows.  The first is online citizens’ shifted attitude towards paid online content.  As the advance of online payment and the mature habit of online-shopping, paying for diversified products users value are acceptable.  The second is that users only need to pay RMB 88 or no more than $ 14 to have a half-year “V+” membership, which is highly-affordable.  The third and the most important reason lies in relationships.  If “V+” members raise questions for KOLs or watch their live streamings, members have opportunities to communicate with persons they admire or are crazy about.  “V+” members also have a specific community to connect with each other—people follow the same person have so many common languages.  In sum, "V+" solution not only offers opportunities of close interaction between common users and their idols—KOLs, but also help KOLs make money.  According to latest stats released at the 2017 Weibo V-Influence Summit, Weibo helped online influencers earn RMB 20.7 billion in the year of 2017.  Now Weibo has 376 million monthly active users, 92% of whom come from mobile devices.   Those stats seem to show substantial commercial possibilities on Weibo.  Wanna join in?

Influencers are making money by paid content