On September 28, "Genshin Impact" officially updated the 3.1 version, opening the desert area map to reveal the new main plot, and at the same time, it launched the exclusive accessories for the second anniversary Weibo.

htmlOn September 28, "Genshin Impact" officially updated the 3.1 version, opening the desert area map to reveal the new main plot, and linking Weibo to launch exclusive accessories for the second anniversary Weibo.

was on the hot search list four times that day, with a growth of 200 million views on related topics, and the number of posts on Genshin Impact Super Talk increased by 300% compared with the previous day (data range: 22.09.28). On such a commemorative day, Genshin Impact players made the entire Weibo feel their excitement and joy.

There is no doubt that the second anniversary of "Genshin Impact" has been surprisingly popular on Weibo. Behind this, in addition to the strong strength of the game itself, the role of Weibo in brand culture and ecological extension to "Genshin Impact" cannot be ignored.

innovation provides a brand fulcrum, Weibo shapes the market popularity

looks at social media, Weibo is one of the most active platforms for users in the second anniversary of "Genshin Impact".

Behind the user activity is a reflection of product social communication. Compared with other platforms, Weibo is more likely to produce social hot products, which is closely related to Weibo's perfect ecosystem, the platform atmosphere that users are willing to share, the platform field genes, etc. In this, Weibo’s innovative product forms can better mobilize users’ enthusiasm, enhance users’ desire to share, and empower brands to communicate with each other.

For example, since Weibo launched the customized personalized icon function of members, a large number of users have chosen applications. Weibo has seen this trend and matched the social characteristics of Genshin Impact players. On the occasion of the second anniversary of Genshin Impact, a customized innovative cooperation exclusive jewelry event will be customized.

players have replaced Genshin Impact - Daweiqiu ICON and actively posted on Weibo

In the same period of the second anniversary of "Genshin Impact", the simultaneous launch of multiple innovative products has further strengthened this. With the launch of avatar pendants and comment bubbles, at such an important brand node, users have something to publish and content to display. The sufficient freshness further stimulates the popularity of brand culture and triggers the pan-circle users to imitate.

Under Weibo's continuous exploration of the boundaries, new products are emerging one after another, so it is not surprising that Weibo can provide brand popularity for a long time.

field blessing triggers heated social discussion, link virtual and real to achieve ecological extension

To a certain extent, Weibo is the projection of social relations, the center of the public opinion field, hot topics are constantly arising, and they are gathered here. The rich user composition on the platform has made content in different fields burst into stronger sparks under discussion. Taking the second anniversary of "Genshin Impact" as an example, with highly matched user characteristics, a strong 2D field, and 6.27 million official blog fans and 6.04 million "Genshin Impact" super talk users (data as of 22.9.30 before publication), Weibo has become one of the most important discussion bases for the content of "Genshin Impact" this anniversary celebration.

Genshin Impact is not only a successful game product, but also a successful IP. During the two years of its birth, the official in the game continued to explore and strive for excellence; a large number of players outside the game also continued to add bricks and tiles to it, replenish their flesh and blood, and speak out for it.

When Weibo and Genshin Impact meet, it is the intersection of the real world and the virtual world, the exploration of game strategies, the collection of super talk benefits, the discussion of gameplay, the players communicate in reality, practice in the virtual world, and the content hanging in the virtual world is closely linked to real life in the Weibo community.

When the brand and the platform go in both directions, each other becomes part of the extension of each other's ecology. The update of Genshin Impact’s content and the popularity of multiple joint names on Weibo also prove this from the indirection.

Recently, Genshin Impact has cooperated with multiple joint names. It has been a hot search for

For Genshin Impact, Weibo has become a place for it to better communicate with players at all stages outside the product. With the support of a complete social link, Genshin Impact has been constantly absorbing nutrients and rejuvenating new vitality.

This is exactly what many manufacturers in the game category need the most.