The right time and place to promote QQ space younger
Last year, data from research firm Kandar showed that Qzone remained the second most popular social media site in China. And according to the data released by Qzone, in September 2015, 51 percent of active users of Qzone were born in the 1990s, and 32 percent were born in 1995. All kinds of signs show that QQ space users younger phenomenon is very obvious.
It is obvious to all that QQ space has been loved by many people since its inception. It was born in 2005 and is a network personality space with social functions. It is popular among many young people because of the way it shows users’ personality in many ways. The reason for the rapid growth and popularity of Qzone is not only the large wave of users harvested from QQ, but also the advantages of its preconceived situation at that time and the “appetite” of young people.
First, first mover advantage. As we all know, as the first mover in the industry, the first impression of the user group is an effective means to win the victory of many industries, but also the inevitable rule of the Internet industry. At that time of QQ space, a back to rely on big guy QQ, harvest users easy; And lack of competitors for the younger generation to bring amazing experience of rounds, it provides the social networking world is new to the network of the younger generation feel curious, with the aid of the favorable factors, QQ space grab the social network traffic advantage, become the only social networking entrance when many users group, which also became QQ space in competition.
Second, hit the user demand perfectly. First, then the QQ space at the social networking grope stage, but in the process of groping gradually mastered the young the needs of user groups, its development and the function of the allowed users to published mood dynamic at any time, for example, all aspects related to emotional, academic and life state of daily life expression, the resulting friends “watch” and comments, The user has the satisfaction of being noticed.
Secondly, QQ album is free and practical, with QQ album, users in the dynamic display and a layer of interest, and in the picture has become an indispensable member of the network social “general” today, QQ space in this aspect of the function does poke in the real needs of users; In addition, many post-90s users were deeply impressed by the release of the national app QQ Farm in 2009. The game also made “stealing vegetables” popular on the Internet and raised the activity level of QZone to a new high. Until now, the monthly active number of QZone is far ahead of most social networking sites in China.
Weak growth, discounted activity, young QQ space is on the decline?
With age increasing, however, after 90, 95 after entering the university, and jobs, and in social networking platforms such as weibo, WeChat “strong magnetic”, many fled after 90 QQ space, will be more and more social demand shifted to more grown-up WeChat, and the younger group of WeChat also gradually increase. According to 2016 data, wechat’s most active user group is the post-1995 generation aged 17-21. Meanwhile, another data showed that the number of monthly active accounts in QQ Space this year reached 632 million, down 3% from the same period last year, while the number of monthly active accounts in smart terminals was 605 million, the same as last year. Therefore, people have to think about why the QQ space now “can not keep” people, what is the reason why it is in the cold state?
More notably, as an old social product of Tencent, the monthly active users of Qzone are declining. The most direct manifestation of this is that qzone friend dynamics are greatly decreasing. At the same time, another data showed that the monthly active users of QQ Zone, which is regarded as a kind of friend circle in QQ, stopped growing long ago. In the first quarter of 2017, the number of active users of QQ Zone was even lower than the same period three years ago.
There is also a phenomenon that can not be ignored, some netizens found that its QQ space dynamic in the past two years to forward a large number of articles, the user’s original dynamic has sharply reduced. In any case, it is true that Qzone is experiencing weak growth, that it is struggling to retain users, and that it is doing a lot to “stay away” from users.
Four hidden crises revealed in QQ Space
It is worth noting that in QQ space after a period of “busy” gradually out of favor, and lead to its somewhat neglected factors, in addition to weibo, WeChat more appealing to the impact of the rise of social networking platform, a bigger reason lies in its hidden in the process of renewal and some of the problems, over the years, QQ space in the process of updating and improving there are still many shortcomings.
First, “follow the trend” problem is serious, their own personality characteristics are not highlighted. Although all sorts of novel gameplay that QQ space rolls out successively gained certain attention, but also deviate oneself individuation track. For example, when Happy Farm came out in 2008, QQ Space also launched QQ Farm. In 2016, when live broadcasting became popular, Qzone started live broadcasting again. Although the QQ farm did bring a lot of user flow to Qzone at that time, the live broadcasting following the trend did not get widespread attention and achieved only modest results. It turned into a “bubble” when the live broadcasting trend faded. There is no denying that these functions add fun to users, but blindly following the trend in the process of QQ space is inevitable to lose their own personality characteristics, in the round after round of wind “good feelings” gradually consumed.
Secondly, chicken ribs function is too much, many functions and user actual demand are not connected. As an Internet product, it itself needs to follow the Internet wave to constantly update, only in this way, Qzone can continue to maintain vitality, keep up with the pace of The Times. However, it is on the road of continuous innovation, QQ space is more and more deviated from the original route, more and more deviated from its slogan of “share life, keep moving”. Users who originally loved to share their lives became reluctant to share their lives, and QQ space dynamics gradually became less and less. Instead, Qzone launched a series of dazzling functions, such as “space pet”, “background radio” and so on, and some of the new functions after the launch of the functions were very complicated, most of the functions actually have little appeal, but more functions dazzling people.
Third, too much advertising, user experience is getting worse and worse. As is known to all, now inside the QQ space not only add the advertising push, there are also some short video recommended, in the case of friends space dynamic this fall, the advertising recommended is almost the whole of the QQ space page, the user to enter QQ space was meant to want to look at the trends, only to see the full screen advertising recommended and some of the content of the connotation of the “no”, The experience of nature will also fall with it. In addition, now the QQ space has become the world of wechat business, should be in the wechat circle of friends of wechat business advertising content has been expanded to QQ space, pervasive format advertising in a little bit of consumption of users’ patience. Moreover, Qzone is originally a social network oriented towards life, which means that users have a low degree of commercialization. If we push Qzone to a high degree of commercialization, it will easily lose its original flavor, and forced liquidation will only result in a situation that the gains outweigh the losses.
Fourth, qzone’s dynamic information supervision ability is poor, many sources of groundless, meaningless information “destroyed” Qzone. Believe in the QQ space impression of many people mindset through the “QQ space”, such as net friend forward with viral content such as “no turn not Chinese” wulitou compulsive speech filled with the QQ space, also is the content of these false and provocative remarks, allows the user to produce, The dependence degree to QQ space is also dropping gradually. Although after a period of rectification, similar comments have basically disappeared from QQ space, but the “psychological shadow” caused by users still exists, which is also an “indispensable” factor causing netizens to flee QQ space. As netizens ridicule: “one careless conscience will be lost”, “one careless may fail”…
From this point of view, there are many factors causing the dynamic decrease of Qzone, but more reasons come from qzone itself. Many seemingly insignificant contents gradually become the push hand of “driving away” users, pushing users further and further away. Therefore, in the network market with numerous social platforms, apart from the large number of users accumulated by first-mover advantage, qzone’s friend space dynamic, one of its core contents, is greatly reduced. Qzone needs to explore users’ needs according to the current situation and give more initiative back to users.
Is QQ space being marginalized?
Some people say that even if the post-90s leave Qzone, there will still be a younger generation to take over, which may still be effective in the era when network social networking is not developed. However, given the current situation of rich network social networking platforms, it is an indisputable fact that the attraction of Qzone is weakening, and it is facing multiple external pressures.
There is no doubt that, with the rich variety of social networking platform of the younger generation, the choice facing the more and more, 90 after the one playing “left” for their appeal will gradually weaken, interesting mobile phone software is too much, already scattered part of QQ space the user’s attention, such as weibo, WeChat split out the people most of the time, Qzone is gradually marginalized, and its appeal to users is greatly weakened compared with the previous; In addition, there are more and more online social networking platforms competing with each other, and there are more and more Internet products to meet the social needs of different groups. Therefore, qzone’s competitiveness in this respect is obviously not as good as before, and it is even more difficult for it to reproduce its original “glorious moment”.
However, thanks to its huge user volume, Qzone will not “die” in a short time. The huge user volume supports the huge social circle, and its vitality is still strong. Its rich experience in social discussion is also a good medicine to support its “enduring”. Secondly, the gaming and social needs of the younger users still exist, so there are still many users sticking to their positions. This virtual space bearing the memories of many people’s youth has become a kind of social representation, which has a strong foundation to keep standing.
In general, qzone’s sense of crisis is gradually deepening, and it needs to inject new vitality to regain its new life and maintain its position in the increasingly competitive pressure of Internet social networking. Besides, rarely have a social platform to achieve permanent appeal for the same user, just once carried so many youth memories still with feelings in existence, it requires constant self growth to keep up with the pace of the modern youth and keeping in mind in the big tide of Internet social networking, a foothold to prevent by high winds blowing partial, otherwise may be the next friend network.
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110