On March 3, micro-blog Release the fourth quarter and full year financial statements of 2021. In the fourth quarter, the total revenue of microblog reached $616 million, a year-on-year increase of 20%, of which the advertising revenue reached $550 million, a year-on-year increase of 21%, and the proportion of advertising from mobile terminals reached 94%. In 2021, the total revenue of microblog reached 2.26 billion US dollars, up 34% year on year.
In the fourth quarter, after the adjustment of microblog, the operating profit reached 219.8 million dollars, and the operating profit margin reached 36%. In 2021, the adjusted operating profit will reach $829.2 million, up 43% year on year, and the adjusted annual operating profit margin will reach 37%.
"In the fourth quarter, we ended 2021 successfully with steady performance, which is mainly due to our strong implementation of the company's strategy." Wang Gaofei, CEO of Weibo, said. "In 2021, we gave full play to the unique competitiveness of microblog in the field of social media, and achieved a steady increase in user size and user activity. In terms of commercialization, our revenue in 2021 exceeded $2 billion, and the operating efficiency was further improved, which fully reflects the strong momentum and resilience of our business recovery after the epidemic. In 2022, we will continue to improve our product functions, enrich the content ecology of the platform, devote ourselves to serving a broader user group, and provide customers with more efficient and innovative marketing models to achieve long-term value. "
Hot spot+social networking create core product advantages and harvest traffic growth peak
The financial report shows that by the end of the fourth quarter of 2021, the monthly active users of microblog had reached 573 million, up 10% year on year, and the daily active users had reached 249 million, up 11% year on year.
In the fourth quarter, Weibo strengthened the product competitiveness of its core functions such as hot spots and social networking, focused on improving user activity, and reaped a new peak in traffic growth. On the one hand, by optimizing the content quality and distribution capability of video recommendation streams, users can improve their content consumption experience and frequency; on the other hand, they can strengthen the accurate identification of channel users' interests and characteristics, and gradually guide users to transform into a hyperphone community in combination with product strategies to increase users' willingness to actively visit.
As of December 2021, the number of microblog video numbers has exceeded 25 million, and the number of video numbers that release videos every month has increased several times over the same period last year. Weibo, combined with key vertical fields, improves the production enthusiasm of high-quality video writers through support plans such as resources and traffic, and richer interactive play methods. At the same time, with the growth of the scale of the video number, the content quality and distribution accuracy of the video recommendation stream have been continuously optimized, which has driven users to become active and improved the video advertising inventory. In terms of live broadcasting products, Weibo in the fourth quarter has improved the experience of live broadcasting in multiple scenarios, while strengthening the combination with key IP and events in entertainment, sports, and games to further strengthen users' live consumption mentality. In December, the average number of daily viewers of microblog live broadcast increased by more than 100% year on year.
In addition, community business is becoming more and more important in the microblog ecosystem. Last year, microblog significantly enriched the category of hyperphone community, and upgraded and adjusted the underlying architecture of hyperphone. At present, the average daily amount of super call users' blogs accounts for nearly 20% of the whole platform. In December, the number of community users of sports, games and campus increased significantly year on year. In the future, Weibo will also upgrade the products of hyperphone communities, greatly expand the coverage of microblog interest communities and user participation, and further enhance the social stickiness and activity of users in microblog.
In 2022, microblog will continue to strengthen investment in hot and social product operation, deepen strategic cooperation with media, entertainment, games and sports partners, and ensure microblog's discussion supply based on hot spots and IP. For example, the just concluded Beijing Winter Olympic Games, through strengthening cooperation with the central media, Migu and other partners in the Olympic hot spots, the overall traffic volume of the Beijing Winter Olympic Games exceeded that of the Tokyo Olympic Games, and the total number of microblog readers on topics related to the Winter Olympic Games exceeded 450 billion, and the total number of discussions was close to 300 million. The Chinese national team and all the contestants entered the microblog and opened 176 athlete hyperwords. During the Winter Olympics, the athletes published more than 2500 blogs, with nearly 45 million fans. The microblog became the first platform for social interaction among athletes.
Steady growth of revenue "product effect advertising+content operation" to strengthen advertising competitiveness
In the fourth quarter of 2021, although the macro environment and industrial policies have a certain impact on the advertising market, with the strengthening of microblog's marketing ability in key industries, the liquidity efficiency of traffic has been improved, and the revenue of microblog still maintained a steady growth year on year and month on month. The advertising revenue in the fourth quarter reached 550 million US dollars, a year-on-year increase of 21%, and the annual advertising revenue in 2021 reached 1.98 billion US dollars, a year-on-year increase of 33%.
In the fourth quarter of 2021, the beauty care, food and beverage, 3C digital, automobile and other industries still maintained a considerable income growth, while the luxury goods, footwear and clothing industries that focus on development also contributed to a higher income growth. The combination of shoes and clothing brand Anta and Olympic hot events, and the combination of Alexander McQueen and other luxury brand shows and microblog live broadcast scenes, make more customers realize that the unique marketing model formed by the combination of microblog's "advertising products+user products+content operations" can help customers effectively accumulate social assets and improve the ability to reach targeted groups, And then improve the advertising effect. The advertising revenue and customer share of microblog in these industries have increased significantly.
In 2022, microblog will continue to improve the commercialization scale, liquidity efficiency and market competitiveness from the aspects of advertising products, sales operations and other dimensions based on the improvement of traffic. Weibo will combine its own characteristics and advantages, strengthen the innovation of commercial products based on content, launch more advertising products with industry competitiveness, and further optimize the effectiveness of advertising. Based on the anti risk ability of the product effect advertising model in core industries, Weibo will promote the combination marketing mode of "product effect advertising+content operation" to more industries and customers while maintaining a steady growth in key industries. In addition, in the sales operation dimension, microblog will continue to improve the sales system building, operation coordination strategies, etc., develop differentiated commercialization strategies for different industries, more closely support the microblog marketing system, and improve the overall liquidity efficiency of microblog organizations.
