According to the data in the Quarterly Monitoring Report on China's Social Media Advertising and Marketing in 2016Q1 released by Analysys, the market size of China's social media advertising and marketing reached RMB 4.6 billion in the first quarter of 2016, with a comparative decline on moving base of 16.1% over the fourth quarter of 2015, and with a year-on-year growth of 47.4% over the first quarter of 2015. Based on the pattern of market competition, in the first quarter of 2016, Tencent and Weibo took a leading position in China's social media advertising and marketing market.
Based on the market share of China's social media advertising and marketing in the first quarter of 2016, Tencent steadily ranked the first with its advantages of social media product matrix and massive user traffic as well as its 56.1% market share. Tencent was followed by Weibo, the market share of which accounted for 25.4%. Tencent and Weibo accounted for more than 80% of the overall market size.
Analysys believes that, based on the dynamic performance of major social media vendors in the first quarter of 2016, the market performance of China's social media advertising and marketing showed the following characteristics:
1. The contents on social platforms became multimedia.
While maintaining the social property of platforms, social media are laying out a multimedia content matrix. In January 2016, Weibo announced cancellation of the 140-word limit, to strengthen the creation of original contents. Weibo, Momo, nice and other social products introduced the function of live broadcast, which makes up for the contents on the platforms as an interactive and more cohesive social way, and strengthened the monetization ability. Analysy believes that the content industry has stepped into an outbreak period, and that the multi-center characteristic of social media, selection of diverse contents and forms, short-distance connection of content creators and content consumers, platforms' protection of content creators, support and incentives all create a good development environment for the ecological operation of the content on the social platforms.
2. Social marketing brought about new tricks for small and medium business owners.
In the first quarter of 2016, WeChat announced that the minimum limit of advertising rate of Moments was lowered from RMB 200,000 a piece to RMB 50,000 a piece. The self-service functions were also introduced. The delivery process was optimized in terms of query of amount, program achievement, recharge, statistics and other aspects. The optimization of social advertising and the upgrade of functions attracted more advertisers of small and medium brands for Tencent. Weibo strengthened support of social e-suppliers. In addition, it deepened the ecological operation in the field of micro e-business and helped talents achieve monetization of influence through increase in investment of resources. According to the official data of Weibo, as of early December 2015, Weibo's e-business we media had expanded to more than 500 people; more than 1.11 million articles had been published, with the cumulative pageviews of 6.1 billion. Analysy believes that social media marketing can help businesses to approach and attract consumers. In particular, for SMEs, their business is helped to accurately reach the target groups that have a demand and maintain interactive contacts with them at a relatively low cost.
Analysy believes that new technologies are gradually transforming social media platforms into an integrated platform that covers the users' multiple services like social communication, entertainment and consumption, and life services. With the increase in the time that users spend on social media, the position of social media's marketing services in the advertisers will be further consolidated.
To learn more about social media advertising and marketing market, please pay attention to the WeChat official account of Analysys or call the customer service 8610-64666565/+86 13810406718.