Microblog, the drummer of out of control rice circle

六年前的北京，在年底的那一天，有烟雾和冷空气。人们聚集在CBD的中国酒店门口，等待一群网络名人出现。这一天，微博V影响力峰会在这里举行。

Six years ago in Beijing, on the day at the end of the year, there was smog and cold air. People gathered at the door of the China Hotel in the CBD, waiting for a group of online celebrities to appear. On this day, the microblog V influence summit was held here.

有趣的流行博客"记忆小背心"是蹲着的对象之一。他从未露面。在他确认参加峰会的消息公布后，一些粉丝在微博上大喊"现场寻找雕像"。颇受他欢迎的是另一个大V"微博搞笑排行榜"，拥有2000多万粉丝。如果你使用当前流行的词汇，它就是一个合适的"热门词汇"。

Funny popular bloggers "small vest for memory" is one of the objects squatted. He has never shown his face. After the news that he confirmed his participation in the summit came out, some fans shouted on the microblog to "look for the statue" on the spot. Quite popular with him is another big V "microblog funny ranking", with more than 20 million fans. If you apply the current popular words, it is a proper "top stream".

垂直领域的净人气是当时微博的王牌。

The net popularity in the vertical field was the trump card held by microblog at that time.

成功上市后，微博上有了钱，其中一部分给了王红。微博副总裁曹增辉当天发布了一组数据：2015年前11个月，内容作者在微博上的收入超过2亿元——2015年微博年利润为6880万美元，约为内容作者11个月收入的两倍。微博当天发布的2016年计划也提到，我们应该继续加大支持力度。

Listed successfully, there was money on the microblog book, and part of it went to wanghong. Cao Zenghui, vice president of microblog, released a set of data on that day: in the first 11 months of 2015, content authors earned more than 200 million yuan on microblog - the annual profit of microblog in 2015 was US $68.8 million, about twice the income of content authors in 11 months. The 2016 plan released by microblog on the same day also mentioned that we should continue to increase support.

微博公司投资的根本原因是它是一个好企业。

The fundamental reason for the firm investment of microblog is that it is a good business.

垂直领域的作者能产生好的内容并吸引流量，广告商也会跟进。新东方和小米先后成为微博在线红色营销的主要客户。2016年，微博连接到电子商务自媒体，可以引导淘宝。微博收入变得好看，创作者的收入也大幅增加。从2016年到2018年，他们的收入分别达到117亿、207亿和268亿，与2015年的2亿大不相同。

Vertical field authors produce good content and attract traffic, and advertisers will follow. New Oriental and Xiaomi have successively become major customers of microblog online Red marketing. In 2016, microblog was connected to e-commerce we media, which can guide Taobao. Microblog earnings became good-looking, and the income of creators also increased by leaps and bounds. From 2016 to 2018, their income reached 11.7 billion, 20.7 billion and 26.8 billion respectively - which is quite different from the 200 million in 2015.

娱乐明星已经成为它的重要组成部分。不难理解，品牌的活跃领域是他们需要赢得的城市。2017年微博之夜，邓超和杨幂分别获得当年"微博之王"和"微博女王"。李益峰和安吉拉比被选为"年度热门搜索艺术家"，而"年度流行艺术家"的名单更长，包括张义山、古丽娜扎、景天、关晓彤和杨子。

Entertainment stars have become an important part of it. It is easy to understand that the active territory of brands is the city they need to win. On the microblog night in 2017, Deng Chao and Yang Mi won the "microblog king and Queen" of that year respectively. Li Yifeng and angelababy were elected as the "hot search artist of the year", and the list of "popular artists of the year" was longer, including Zhang Yishan, gulinaza, Jing Tian, Guan Xiaotong and Yang Zi.

例如，娱乐内容创作者。他们关注明星账号发布的动态，或转载，或流程，并成为他们微博账号崛起的工具。2017年底，微博首次发布了"2017年十大最具影响力娱乐机构"排行榜，"李娱乐很痛苦"、"芒果钓鱼小白"、"娱乐烧烤女"和"娱乐烧烤妹"等娱乐头号博主上榜。他们的一些账户在两年内从0万粉丝增长到500万粉丝。

For example, entertainment content creators. They focus on the dynamics released by the star account, or reprint, or process, and become a tool for the rise of their microblog account. At the end of 2017, Weibo released the "top ten influential entertainment institutions in 2017" for the first time, and head entertainment bloggers such as "Li entertainment is very painful", "Mango fishing Xiaobai", "entertainment grilling woman" and "entertainment grilling sister" were on the list. Some of their accounts have grown from 0 to 5 million fans in two years.

这些账户制作的明星资料吸引了更多的"追星女郎"。在内容创作者争夺话语权的战争中，谁能制作出越来越多引人注目的内容，谁就将获得更多的流量，成为赢家。关于明星的负面和令人尴尬的材料是最有效的弹药。这自然引起了粉丝们的不满，他们开始发帖回帖，甚至衍生出控制和评价的大事业，这就敲响了粉丝和娱乐营销数字之间的战争。

The star materials produced by these accounts have attracted more "star chasing girls". In the war of content creators competing for the right to speak, whoever can produce more and more eye-catching content will get more traffic and become a winner. The negative and embarrassing materials about stars are the most effective ammunition. This naturally attracted the dissatisfaction of fans, who began to post back, and even derived the great cause of control and evaluation, which sounded the war between fans and entertainment marketing numbers.

如今，微博的新困境已经拉开序幕。

Now, the new dilemma of microblog has been a prelude since then.

02

02

鼓手

drummer

在智湖，有一个高度赞扬的答案"你为什么卸载微博"，说原因是有太多的明星热门搜索，他们精心管理的帐户被迫关注许多营销数字，太多的广告，糟糕的内容质量等等。

On Zhihu, there was a highly praised answer to "why do you uninstall microblog", saying that the reason was that there were too many star hot searches, their carefully managed accounts were forced to pay attention to many marketing numbers, too many advertisements, poor content quality, etc.

有人总结了热门搜索词在排行榜上的比例，发现67.6%是明星趋势、娱乐八卦等。

Some people summed up the proportion of hot search words on the list, and found that 67.6% were star trends, entertainment gossip, etc.

这不难理解。微博需要将更多的流量聚集到娱乐内容中，因为这是实现微博流量的最佳途径。广告、电子商务转移和最活跃的流量可以带来最丰厚的回报。

It's not hard to understand. Microblog needs to gather more traffic into entertainment content, because this is the best track to realize microblog traffic. Advertising, e-commerce diversion and the most active traffic can bring the most generous returns.

这是微博盈利的基础之一。

This is one of the foundations of microblog profit.

因此，在最近被中央媒体批评需要净化米圈生态后，该微博立即关闭了108部被误导的超大型手机，解散了789个非法群体，但直到现在，该微博仍然是该微博。清算和关闭账户只是日常操作。真正触发米饭圈失控的核心功能并没有消失——对于"娱乐圈后花园"微博来说，这些设计是激活流量的引擎。

Therefore, after being criticized by the central media for the need to purify the rice circle ecology recently, the microblog immediately closed 108 misguided hyperphones and dissolved 789 illegal groups, but until now, the microblog is still that microblog. Clearing and closing accounts are just routine operations. The core functions that really trigger the out of control of the rice circle have not disappeared - for the "back garden of the entertainment circle" microblog, these designs are the engine to activate traffic.

进入super talk社区后，你会第一眼看到"明星super talk No.1"，并获得该明星最近一周的排名。决定排名的是粉丝们的"帮助"，他们用分数列出明星支持名单。

After entering the super talk community, you will see "star super talk No.1" at the first sight and get the ranking of the star in the recent week. What determines the ranking is the "help" of fans, who use points to make the list for star support.

积分，这是互联网产品的日常操作，以确保用户的粘性，并鼓励用户每天登录应用程序并完成设置的任务。

Points, which is the routine operation of Internet products to ensure users' stickiness, and encourage users to log in to the app every day and complete the set tasks.

通过完成任务获得积分，然后通过完成任务花费积分。在朝华社区，粉丝们成了超级工人，不需要支付报酬。他们有自己的分工和任务。一些人专门负责女工人的数据，一些人负责"反黑帮"，另一些人负责控制和评估。明星超级脱口秀排行榜的得分排名将每周清理一次。工作的人努力工作了一周，下周必须重新开始。为了稳定偶像的人气，他们不仅是996，甚至是007。

Earn points by doing tasks, and then spend points by doing tasks. In Chaohua community, fans have become super workers who do not need to be paid. They have their own division of labor and tasks. Some are specifically responsible for data women workers, some are responsible for "anti gangster", and others are responsible for control and evaluation. The score ranking of the star super talk list will be cleared once a week. Working people work hard for a week and have to start again next week. In order to stabilize their idol popularity, they are not only 996, but even 007.

除了"明星超级谈话列表"，超级谈话社区中还有一个"明星力量列表"，实时显示明星的人气排名。粉丝们需要通过列表来增加阅读、转发、喜欢、搜索和其他数据的数量。数据越高，排名越高。很多粉丝会花很多钱刷牙。

In addition to the "star super talk list", there is also a "star power list" in the super talk community to show the real-time popularity ranking of stars. Fans need to increase the amount of post reading, forwarding, likes, searches and other data by making a list. The higher the data, the higher the ranking. Many fans will spend a lot of money to brush.

明星力量榜

Star power list

想不到让粉丝们掏钱，看来微博很擅长。

Fancy let fans pay, it seems that microblogging is good at.

在超级聊天列表中，微博设置了一个新的明星列表，吸引粉丝为新人制作一个列表，用"移动"的方式让粉丝购买虚拟鲜花，帮助新人进入"新星列表"前三名，然后进入"大陆列表"等其他列表。

In the super talk list, the microblog has set up a new star list to attract fans to make a list for newcomers, use the "moving" method to let fans buy virtual flowers, help newcomers enter the top three of the "new star list", and then enter other lists such as the "mainland list".

抱怨哥哥的"超级声音动作"，这需要大量人力和财力。"一件两件，一次不能移动500"。支持小组还将组织粉丝为购买活动筹集资金。很多粉丝都是学生。他们会存钱甚至借钱，并尽最大努力为自己的"兄弟"筹款，努力为各种偶像名单买单。

Make complaints about the brother's "super voice move", which requires a lot of manpower and financial resources. "One piece of two pieces, one time can't move 500". The support group will also organize fans to raise money for the purchase. Many fans are students. They will save money or even borrow money, and try their best to raise money for their own "brother" to make efforts to pay for various idol lists.

换句话说，明星在微博列表中的位置与作品的数量和质量无关。只要粉丝们足够努力，付出足够的金钱，他们就能保持偶像在微博世界的地位。顺便说一下，帮助微博产品经理完成KPI。

In other words, the position of stars on the microblog list has nothing to do with the quantity and quality of works. As long as fans work hard enough and pay enough money, they can keep the status of idols in the microblog world. By the way, help the microblog product manager complete KPI.

内部体积来自于此。

The inner volume comes from this.

这样的平台规则就像潘多拉魔盒。一旦开放，交通的原罪就可以被释放。刷流量已经成为粉丝们制作偶像列表的疯狂目标，而最有效的方式就是花钱购买并增加明星曝光率。交通被淹没，一家明星微博转发了一出打破吉尼斯世界纪录的闹剧，该闹剧也随之诞生。

Such platform rules are like Pandora's box. Once opened, the original sin of traffic can be released. Brushing traffic has become a crazy goal for fans to make a list of idols, and the most effective way is to spend money to buy and increase the exposure of stars. Traffic was flooded, and a star microblog forwarded a farce that broke the Guinness Book of records, which also came into being.

"热门搜索"是明星和营销数字在微博上竞争的舞台。它在短时间内按照搜索量进行排序。搜索量非常大且上升趋势很快的条目可能会进入该列表。娱乐新闻通常是最受欢迎的新闻。

"Hot search" is the arena where stars and marketing numbers compete on Weibo. It is sorted according to the search volume in a short time. Entries with very high search volume and fast rising trend may enter the list. Entertainment news is usually the most popular news.

它与明星超级谈话列表和明星权力列表有直接的正相关关系：明星在列表中的排名越高，粉丝在各种数据中的表现越好；好的数据表明，搜索量越大，热搜索的概率越大。相反，热搜索也会对超级对话列表和电源列表产生数据驱动效应。

It has a direct positive correlation with the star super talk list and the star power list: the higher the stars rank on the list, the better the fans do in all kinds of data; Good data shows that the higher the search volume, the greater the probability of hot search. On the contrary, the hot search will also have a data driving effect on the super talk list and power list.

krypton gold的粉丝们追逐明星，大部分的钱都花在了数据和任务上——不管哪个列表充满了金钱的味道。

Fans of krypton gold chase stars, a large part of the money is spent on data and tasks - no matter which list is full of the smell of money.

因此，微博为粉丝们形成了独特的经济消费场景。粉丝、明星、自媒体营销数字、品牌和平台合理地形成了一个利益链。其中，作为微博平台，大力培育和收获的根源是流量。与和平与平静相比，很明显，激烈的口水战可以创造更多的混乱流量，然后带来更多可观的商业利润——这就是为什么粉丝圈过去的过度行为会在微博系统中得到默认。

Therefore, microblog has formed a unique economic consumption scene for fans. Fans, stars, we media marketing numbers, brands and platforms reasonably form an interest chain. Among them, as a platform for microblogging, the root of great efforts to cultivate and harvest is traffic. Compared with peace and calm, it is obvious that the excited war of words can create more turbulent traffic and then bring more considerable business profits - which is why the past excesses of the fan circle will be tacitly approved in the microblog system.

一旦交通业务开始，就很难停止。

Once the traffic business is started, it is difficult to stop.

此前，中央网络信息办开展了"清朗·整顿米圈乱象"专项行动，点名点评明星榜、热点话题、粉丝社区、互动点评等环节。和往常一样，微博清理了一些账户，以防受到监管，以显示其决心，但它只是停在这里。

Previously, the central network information office has launched the special action of "Qinglang · rectification of chaos in the rice circle", naming and criticizing the star list, hot topics, fan community, interactive comments and other links. As usual, microblog cleaned up a number of accounts in case of supervision to show its determination, but it only stopped here.

03

03

信徒

disciple

气质或背景色决定了社交软件将吸引什么样的用户以及它将形成什么样的文化。

Temperament or background color determines what kind of users a social software will attract and what kind of culture it will form.

新浪微博曾经很严肃。在产品出现之初，有名人、知识分子、商业大亨和舆论领袖。当时微博的内部KPI要求各部门每天至少吸引20名微博用户入驻，且必须是名人。

Sina Weibo used to be serious. At the beginning of the product's appearance, there were celebrities, intellectuals, business tycoons and opinion leaders. At that time, the internal KPI of microblog required that all departments should pull at least 20 microblog users to settle in every day, and they must be celebrities.

它已经成为一种非凡的产品，因为它给了普通人说话和被更多人听到的机会。当时，在《都市报》热线部门，记者每天要做的就是在微博上查找普通人发布的线索，选择有价值的线索，并跟进报道。

It has become a phenomenal product because it gives ordinary people the opportunity to speak and be heard by more people. At that time, in the hotline Department of Metropolis Daily, what the reporter would do every day was to find clues released by ordinary people on the microblog, select valuable ones and follow up the report.

动车事故，微博绑架，郭美美事件。。。就像一只振翅的蝴蝶，人们对公共活动的热情也被140个字点燃。

Bullet train accident, microblog abduction, Guo Meimei incident... Like a butterfly flapping its wings, the people's enthusiasm for public events is also ignited in 140 words.

2011年，微信上线。

In 2011, wechat launched.

在深圳威尼斯酒店的一次晚宴上，马化腾低声对吴晓波说："微博之战结束了。"

At a dinner at the Venice Hotel in Shenzhen, Ma Huateng whispered to Wu Xiaobo, "the war of microblog is over."

此时，微博已经连续第三年亏损。

At this time, the microblog has been losing money for the third year in a row.

自2012年以来，随着一批微博大V涉嫌犯罪被捕，微博一次又一次被整顿，进入低谷发展期。

Since 2012, with a number of microblog big V suspected of crime arrested, microblog has been rectified again and again and entered a low period of development.

此时，大洋彼岸的twitter计划在纽约证券交易所上市。自成立以来，微博一直被称为"推特的中文版"。两者早期的发展情况也非常相似：陷入亏损，被新的社交工具抢走了用户。就像一对兄弟。

At this time, twitter on the other side of the ocean has a plan to list on the New York Stock Exchange. Since its inception, microblog has been known as "Chinese version of twitter". The early development situation of the two is also very similar: falling into losses and being robbed of users by new social tools. Like a pair of brothers.

2013年，twitter成功上市，微博也找到了出路。当它触底时，它遇到了资本。比推特晚了七个月，新浪微博也在纽约证券交易所上市。正如我们从后来的故事中所知道的，这两个前兄弟在岔路口走得越来越远，一个向左，另一个向右。

In 2013, twitter was successfully listed, and microblog also saw a way out. When it hit the bottom, it met with capital. Seven months later than twitter, Sina Weibo was also listed on the New York Stock Exchange. As we know from the later stories, the two former brothers went farther and farther at the fork of the road, one to the left and the other to the right.

这显然是对法律和社会情绪的挑战。

Such a move is obviously challenging the law and social emotions.

微博也感受到了压力。这位明星的微博账户首次被取消。几位大V、编剧刘柳、辩手马伟伟和前时尚媒体人苏莽（Su Mang）曾发表过不恰当的言论，他们的微博账户被禁止。吴一凡的相关超音频电话和群组也被关闭和解散。

Microblog also felt the pressure. For the first time, the star's microblog account was cancelled. Several big V's, screenwriter Liu Liu, debater Ma Weiwei, and former fashion media man Su Mang, who once made inappropriate remarks, were banned from their microblog accounts. Wu Yifan's related hyperphones and groups have also been closed and dissolved.

但只要基于娱乐流量的基本逻辑仍然存在，你就很难指望微博会有任何根本性的变化。有太多的历史证明了这一真理：如果不涉及根本性改革，它往往是短暂而脆弱的。

But as long as the underlying logic based on entertainment traffic is still there, you can hardly expect any fundamental change in microblog. There have been too many histories that have verified this truth: without touching the fundamental reform, it is often fleeting and weak.

微博的新危机可能只是冰山一角。

The new crisis of microblog may just show the tip of the iceberg.

Link：https://new.qq.com/omn/20210805/20210805A07FYS00.html

update time：2021-08-05 17:56:51