On the evening of the 7th, some netizens found that the word "Ziguangge gutter oil" appeared on the hot search list of Weibo. In this regard, Ziguangge Guanwei publicly responded in a humorous tone, "# Ziguangge Ditch Oil # was hot searched? How to deal with this negative public opinion? The purple baby can only hide in the Ziguangge Hotel in the downstairs canteen and tremble. " Yesterday, Weibo responded that the hot search list did have promotion and advertisements, but it had to be reviewed and there would be the word "recommendation". Screenshots of fans show that the hot search on "Ziguangge Waste Oil" is a "hot spot" event planned by fans.
Yesterday, some netizens found the word "Ziguangge gutter oil" in the hot search list of Weibo. It turned out that it was bought by fans of a star in retaliation for his comments on the star, but Ziguangge was not a restaurant but an authoritative magazine, which made a big joke. In this incident, Weibo’s marketing system and unnatural hot search words were listed. In this regard, Weibo responded that "Ziguangge Waste Oil" was not on the hot search list, but on the "real-time rising hot spot"; Hot search lists do have promotions and advertisements, but they have to be reviewed and there will be words of "recommendation", such as "Ziguangge gutter oil", which cannot be bought as a hot word.
event
"Ziguangge Waste Oil" was listed on the Weibo Hot Search List.
On the evening of the 7th, some netizens found that the word "Ziguangge gutter oil" appeared on the hot search list in Weibo, and searched for "Ziguangge" in Weibo. Besides the gutter oil ranked first, other topics included "selling incense burners", "marketing number" and "restaurant". What exactly is Ziguangge, and why did it get on the hot search? According to the official Weibo of Ziguangge, Ziguangge is a Weibo opened by Ziguangge magazine of the Central Committee of the Communist Party of China State Organs Working Committee, which is an important party magazine of the State Council system. As an authoritative media, Ziguangge has nothing to do with hotels.
Ziguangge boarded the hot search, which originated from a Weibo published on the 4th: "Instigating teenagers to take drugs and publicly insulting women! You may have a big event this time! " Weibo commented on the singer PG ONE’s song "Christmas Eve", saying that "as a public figure, we should guide young people with correct values and spread positive social energy in the online public opinion field, not the other way around! If it’s true ‘ Pure white powder walks on the board ’ Then it has been suspected of violating relevant national laws! " Since then, the Weibo has aroused dissatisfaction among its fans, and some people think that "Ziguangge" is a restaurant. A screenshot of the singer’s fan base shows that his fans planned a "hot spot" event after seeing Weibo, and someone in the group mentioned that "I contacted the hot search seller, and I will do a hot search tomorrow, so everyone can brush comments then".
On the 7th, "Ziguangge Waste Oil" appeared in the "Real-time List" of "Weibo Hot Search List".
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Weibo called it just a "real-time rising hot spot"
After the "Ziguangge Waste Oil" was listed, this ridiculous incident attracted the attention of more netizens. Ziguangge Guanwei publicly responded in a humorous tone, "Did you search for # Ziguangge Waste Oil #? How to deal with this negative public opinion? The purple baby can only hide in the Ziguangge Hotel in the downstairs canteen and tremble. "
Weibo also publicly responded yesterday, saying, "‘ Ziguangge waste oil ’ I didn’t go to the hot search list yesterday! " Weibo said that the word began to be searched by users at 19:30 on the 7th. In the normal search volume, only 3.26% of users paid attention to "Honghuahui PG_ONE", and the rest were enthusiastic participants of a large number of (onlookers) users, which led to the continuous rise of the popularity. It was displayed in the "real-time rising hotspot" at 20:42 and lasted for more than ten minutes. However, due to the lack of search volume, it failed to board the website. In other words, the "hot search list" of netizens’ screenshots is not the top "hot search list", but a "real-time rising hot spot", because the participation of onlookers led to an increase in heat, and later it did not go to the real hot search list.
"Hot search list" and "real-time rising hot spots" can be distinguished by whether there are numbers or arrows on the left. The numbers are the ranking of hot search list, and the yellow arrows are the hot words that have risen in popularity in a short time but are not on the list.
Weibo also said that there are indeed promotions and advertisements on the hot search list, and those with the word "recommendation" on the right side of the list are advertisements. However, "Ziguangge gutter oil" cannot be purchased as a hot word. "Advertising also has a review mechanism, and it can only be used if it is legal and compliant."
So how is the natural hot search generated? Weibo said, "The real-time hot search list of Weibo is updated every 10 minutes, and sorted according to the search volume in a short time. Words with a very high search volume and a very fast upward trend in a short period of time are likely to enter the list. There will be multiple dimensions of comprehensive judgment on the quality of users participating in the search. In addition, in order to prevent malicious list brushing, there is also a corresponding monitoring mechanism. " In addition, according to Weibo’s explanation, "the rules of hot search list are sorted according to the 24-hour search volume, and the gray number represents the search volume". Then, the gray number next to "Ziguangge gutter oil" in the screenshot of netizens is "5463", which is not in an order of magnitude with the "1.06 million" in the top ranking of hot search at present.
survey
The top three hot searches in Weibo cost 100,000 yuan per hour.
Weibo search has become a common means of marketing. At present, there are more than 300 million monthly users in Weibo. According to the product report of Weibo Hot Search List, in 2016, daily users actively searched 250 million times, guiding 135 million search popularity and creating 3.3 billion Weibo exposure opportunities on the search results page; 80% of users use search for information for more than 15 days every month, and each person searches for more than 12 times a day. Therefore, the location of "popular search" is particularly important.
The previous service quotation of an advertising culture media website was "hot search list: about 500,000 yuan a week (the top three are fixed), and you need to make an appointment one month in advance". Another marketing company’s previous quotation was based on hours, which was much more expensive: "Weibo Hot Search List (real-time list): Top 10 = 60,000 yuan, Top 20 = 50,000 yuan, and Top 50 = 40,000 yuan. If you can’t get on, you won’t be charged. If you survive for about an hour, you will be charged according to the ranking on the list, and you will be charged according to which ranking you go to. If you want to rank, the price is twice as high as the above. "
Another promotion company’s previous quotation was real-time hot search: top three 100 thousand, top five hundred and eighty thousand, top one hundred and forty thousand, home page 20 thousand. The quotation is also an hour’s price, which is calculated according to the price of 100,000 yuan per hour. It is several million to stay on the hot search list 24 hours a day. However, after the real promotion, it will not be calculated according to this method. After one hour on the list, if there are no other hot search words, it will always be on the list. The website writes: "It will be on the list for an hour, but it will usually be on the list for a long time after being on the list. If you are lucky, it will be available for a few days or more." At the same time, you can also choose the time on the list. "Customers can choose the time period, and the effect is generally better in the morning."
In addition, according to industry sources, spending money can not only get on the hot search list of Weibo, but also "remove" the hot search that has been listed.
press sb for an interview
Most agents no longer do hot search business.
However, the Beijing Youth Daily reporter consulted several microblog promotion agents, and all of them said that they would not do the hot search service in Weibo at present, for the reasons of "resources are being maintained at present" and "not doing this service for the time being". An agent said that there had been a hot search business in Weibo before, and the company removed the business last year. However, some agents still introduce this business on the website page, from which we can see the business experience of Weibo Hot Search.
Besides hot search, other popular recommendations from Weibo can also be purchased. Including hot topic list, hot Weibo, celebrity hot search list, new search words, buying fans, likes, number of readings, number of discussions and many other businesses can be purchased, and the quotations range from several thousand yuan to tens of thousands of yuan.
Because Weibo is doing its own promotion and advertising of hot search list, there is a conflict between Weibo and the agent in the promotion of business, which is why Weibo is unwilling to further represent the agent. Weibo is willing to do the promotion business by himself, instead of letting the agents take a slice of it. Weibo can monitor the hot search words that artificially brush the list and respond. Some agents bluntly said, "Weibo is too strict now, so it is not easy to do it."
It is understood that the commercialization of Weibo search is one of the sources of Weibo’s revenue, but it accounts for a relatively small proportion.
In the latest earnings conference call in Weibo, Sina mentioned that Weibo’s advertising system is an open advertising system, aiming at some vertical search and some small and medium-sized customers bidding; At the same time, Weibo began to commercialize its search in the second half of last year. "In fact, its industry model is somewhat similar to Weibo’s homepage news information flow advertising system, and the search based on hot spots is similar to the monetization model of homepage information flow," explained Wang Gaofei, CEO of Weibo. In other words, Weibo will accurately put search advertisements on fans, and pursue the delivery effect, rather than the general exposure.
Text/reporter Wen Wei
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