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社交平台聚焦优质内容生产 积极与多产业拼接融合
2017-08-04 18:02:22 中国青年网
人民网北京8月4日电 中国互联网络信息中心(CNNIC)今日在京发布第40次《中国互联网络发展状况统计报告》(以下简称《报告》)。
《报告》称,截至2017年6月,使用率排名前三的社交应用均属于综合类社交应用。微信朋友圈、QQ 空间作为即时通信工具所衍生出来的社交服务,用户使用率分别为84.3%和65.8%;微博作为社交媒体,得益于名人明星、网红及媒体内容生态的建立与不断强化,以及在短视频和直播上的深入布局,用户使用率持续回升,达38.7%,较2016年12月上升1.6个百分点。垂直类社交应用中,豆瓣作为兴趣社交应用的代表,用户使用率为8.6%。
《报告》指出,2017年上半年,各类社交平台内部聚焦优质内容生产,外部积极与多产业拼接融合。
从行业内部来看,内容成为各社交平台体现价值的主要表现形式,平台成为连接优质内容生产方和用户的窗口,内容生产方从专业媒体、公关机构、大V向网络红人、粉丝及普通用户延伸。内容品质的不断提升,提高了用户付费意愿,推进平台进一步完善优质内容付费服务模式。同时,社交平台进一步推进用户分级,为不同用户提供不同服务,提高优质内容推送的精准度,提升用户的会员付费意愿。
从行业外部来看,社交平台的移动性使行业不断与其他领域拼接融合,从网红、直播、社群等紧密相关的细分领域,到广告、游戏、电商、金融、O2O等,在相关产业链寻求更大发展及变现机会。广告仍是社交平台商业化的主要模式,2017年上半年,微信朋友圈、微博等综合社交平台基于用户属性与兴趣,利用图片、文字、视频等展现方式,开展精准广告推广。
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