Alipay’s return to social media

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Media preferences have brought shock to the content industry, causing the first-mover advantages of a number of early social platforms such as Weibo to be gradually equalized by latecomers. The success of Xiaohongshu and Douyin confirms the traffic effect of high-quality content in the new media environment. Under the new trend, Alipay did not hesitate. Alipay will be revised in , adding a Life Account in the center of the bottom menu bar, adding short videos and live broadcast content, and introducing MCNs for pan-finance, life, leisure and other content types. In July last year, Alipay launched the Alipay Creation and Sharing Plan, which

provides incentives to experts based on comprehensive Malaysia Phone Number Data calculations such as video playback time, content quality, and fan activity. In November, Alipay's Life Account fully opened the UGC entrance, allowing users to publish short video content in the third column of the App's homepage. Based on these pre-actions, it is easy to understand: Alipay recruits a large number of employees in Xiaohongshu and Douyin’s operation positions and advertising positions, largely to prepare for subsequent content operations. So is  just an over-interpretation? The answer is not entirely true. The shift of social scenes creates a new



depression in traffic For Xiaohongshu and Douyin platforms, people discuss their content attributes far more than their social attributes. This is because from a product perspective, attracting users to stay with content such as graphics, short videos, and live broadcasts is the main value of the platform. Therefore, for a long time in the past, the value of content social platforms was only understood as using content to attract users to form a traffic pool, and there was more of a weak relationship between users.