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作者:亚博全站APP官网登录 发布时间:2022-01-09 23:40
本文摘要:配景先容: 校核:Vinnie Can Weibo do better than Twitter? 微博能比推特做得更好吗? China’s microblogging giant faces ever stiffer competition for advertising revenue 这家中国微型博客巨头在广告营收上面临着愈加猛烈的竞争 本文翻译:Vinnie 随着新冠肺炎疫情发作带来的不确定性广告主大幅削减了预算由此导致微博占总营收90%的广告收入大幅下跌。

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配景先容:

校核:Vinnie

Can Weibo do better than Twitter?

微博能比推特做得更好吗?

China’s microblogging giant faces ever stiffer competition for advertising revenue

这家中国微型博客巨头在广告营收上面临着愈加猛烈的竞争

本文翻译:Vinnie

随着新冠肺炎疫情发作带来的不确定性广告主大幅削减了预算由此导致微博占总营收90%的广告收入大幅下跌。在今年第一季度微博广告收入同比下降了20%至2.75亿美元。营业利润骤跌逾一半至5800万美元。

但延期至9月28日宣布的第二季度业绩或许没那么糟糕了。中国是最早受疫情影响的国家但就在西方国家进入封锁状态之际中国已经开始走向苏醒了。

Still, Weibo’s revenues per user have been declining since 2018, and its share price with them. That is one more feature it has in common with Twitter—but is the opposite of what you would expect from a platform with strong network effects, such as Facebook.

与其在美国的姊妹网站(推特)一样在新浪微博上人们可以关注其他用户、公布博文、转发以及浏览实时热门话题(固然也会避开政治敏感内容)。

微博和推特一样也严重依赖于广告创收。

微博在中国已经拥有凌驾5亿的注册用户但用户增长已经放缓。为了留住广告商微博必须提高用户到场度。微博明确这一点其已经拥有比推特更为富厚的功效好比一项类似于Quora的广受接待的问答功效而且微博仍在不停添加新的功效。

但微博还面临着一个恒久挑战。总部位于上海的数字营销公司西窗科技的邵瑜军指出在已往十年间的大部门时间里中国社交媒体平台上的绝大部门广告支出都被微博和(旗下拥有即时通讯应用微信)两家公司收入囊中。

It is constantly adding new ones. In 2018 it acquired Yizhibo, in which people live-stream stand-up comedy, moonwalks and other acts for tips. Last year it launched a photo-sharing service akin toInstagram called Oasis.

Today the “big two” are competing for ad yuan with another behemoth, ByteDance, which operates Douyin, an addictive short-video app (as well as TikTok, its global version). Other rising internet stars, such as Pinduoduo, which offers bargain shopping, are also muscling inon the advertising market.

如今“两大巨头”正在与另一大巨头(字节跳动)争夺广告市场份额。字节跳动运营着让人一上手就停不下来的短视频应用抖音(以及抖音全球版TikTok)。

其他正在崛起的互联网新星(好比通过特价购物服务的拼多多)也正在跻身广告市场。

(红色标注词为重难点词汇)

Weibo already boasts more than half a billion registered users in China. But user growth has slowed. To keep advertisers on board, Weibo must therefore boost user engagement. The company understands this. It alread。


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