Shulou(Shulou.com)11/24 Report--

On November 17, Weibo released Q3 earnings report for 2022. In the third quarter, Weibo's total revenue reached US $454 million, or about RMB 3.151 billion yuan, down 25% year-on-year and up 1% month-on-month. Excluding exchange rate factors, total revenue fell 20% year-on-year and up 5% month-on-month. Weibo this year focused resources on improving operational efficiency, with adjusted operating profit of $162 million, or about 1.147 billion yuan, compared with wall street expectations of $138 million.

In the third quarter, due to summer and hot spot effects, the overall traffic of Weibo reached its peak this year in August, and the overall traffic in September still maintained a healthy growth trend. Weibo continues to increase investment in community products and strengthen the perception of community products by users throughout the station. In September, the daily active user scale of community independent consumption scenarios increased by more than 50% compared with June, half of which were new users in the community, and the consumption stickiness of users also increased significantly. The per capita consumption increased by 40% compared with June, and the overall number of posting and interactive users still maintained double-digit growth compared with June. The improvement of social stickiness of users in Weibo will be more conducive to the long-term healthy development of the platform.

In terms of commercialization, the advertising of customers in the third quarter recovered compared with the second quarter, but the recovery speed of different industries showed different trends. In the automobile industry, thanks to the policy support for new energy vehicles and the promotion of the recognition of the integrated marketing scheme for the release of new cars in the automobile industry in the past two quarters, the advertising revenue of the micro blog automobile industry in the third quarter still maintained a double-digit growth year-on-year; the luxury goods industry released new products intensively in the third quarter, and the advertising revenue also increased significantly year-on-year; In the game industry, Weibo carried out content cooperation for head customers, launched node marketing products and services, helped these game manufacturers effectively improve the ARPU and life cycle of users, and stabilized Weibo's position as a game promotion platform. The brand launch attitude of customers in the FMCG industry remained on the market wait-and-see, e-commerce platform, mobile phone digital industry, etc. Due to the impact of the overall market environment and the off-season of the industry itself, there was a decline to varying degrees in the third quarter.

This year, Weibo has made stricter ROI control on the cost side and adopted a series of effective cost reduction and efficiency improvement measures, which have achieved remarkable results. In the third quarter, under the overall pressure of revenue, each cost and expense item recorded double-digit decrease, and the results of continuous improvement of operating efficiency were significant. Through sustained and effective cost reduction and efficiency initiatives, Weibo has the opportunity to tilt resources towards more areas with potential for development.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.