With the accelerated development of the mobile Internet, the intergenerational differentiation of the post-80s, post-90s and post-00s is increasingly intensified, and it is difficult for social platforms or products to meet the needs of different age groups at the same time. However, Baidu Post Bar, a social platform with interest aggregation, is a rare case. Founded in 2003, Baidu Post Bar has gone through 12 years. The platform features of "young, energetic and interactive" keep it full of vitality, which not only allows users of all ages to gather here after 80′ s, 90′ s and 00′ s, but also allows people of different generations to release themselves here, showing amazing vitality.
As the largest Chinese community in the world, Post Bar has more than 1 billion registered users since its establishment 12 years ago. At present, Baidu Post Bar has more than 17 million different themes, bringing together 300 million monthly active users. In the past 12 years, based on search keywords, it has precipitated a large number of users who are interested in the same topic on the PC side and the mobile side, including the core users of the Internet after 80 s and 00 s.
At the beginning of its establishment in 2003, Baidu Post Bar was the main user of the Internet and social networks after 1980s. At that time, Post Bar successfully attracted a large number of post-80s users to join, from local bars to various interests. After 1980s, it continued to contribute a large number of high-quality original content, which also gave Baidu Post Bar a young, dynamic and interactive platform feature. Since 2011, with the popularity and rise of the mobile Internet, Baidu Post Bar has also successfully transformed into a mobile terminal, which continues to attract Internet aborigines’ post-90s and post-00s users. Today, 80% of users’ behaviors of Post Bar come from mobile terminals, and more than 60% of users are post-90s and post-00s.
Every generation of users brings new network culture to Post Bar.
The post-80s generation, who have become the backbone of the society, played a pioneering role in the early days of the establishment of Baidu Post Bar. Most of them are the first generation users of social networks, who are brave in exploration and relatively calm. Compared with the post-80s generation, the post-90s generation has stronger self-awareness and more independent thoughts. As an aborigine of mobile Internet, the post-00 generation is characterized by independence, precocity and desire for self-expression. And each generation of users not only left footprints with obvious characteristics, but also created their own Internet pop culture with the help of the Post Bar platform.
The network hot words such as "Jia Junpeng" and "diaosi culture" can best represent the intergenerational characteristics of the post-80s generation. In 2011, Baidu Li Yiba gave birth to the word "diaosi", which not only appeared in People’s Daily, but also entered the mainstream vocabulary of the society, and became the favorite of the public to ridicule themselves to relieve stress. After 80s, netizens created a series of roles for Diaosi, ranging from "Gao Fushuai" and "Bai Fu Mei" to "earth and fat" and "ugly and poor", and formed a set of Diaosi culture with China characteristics.
Following the post-80s rebellion and self-mockery, the typical post-90s posting event is "Ye Liangchen phenomenon", which shows the psychological and social behavior characteristics of post-90s users. In September 2015, Baidu Post Bar first showed a domineering screenshot of Ye Liangchen’s chat, which made Ye Liangchen and "You just need to remember that my name is Ye Liangchen." Quotations quickly spread all over the internet. Now, Ye Liangchen has released his solo single "Be Your Protector", officially announcing his entry into the entertainment circle. It is precisely because of the platform of Baidu Post Bar that ordinary people like Ye Liangchen quickly became popular.
Compared with post-80s and post-90s, post-00s, as an Internet aborigine, are more eager to express themselves and publicize their individuality in Baidu Post Bar. After 00, there was a century war in Baidu Post Bar. "Star Rice" (fans of Korean idol group EXO) and "Four-leaf clover" (fans of domestic idol group TFBOYS after 00) both have their own base camps in Baidu Post Bar. They have been competing for the first place in idol popularity on Baidu Post Bar for a long time, competing to create more attention with various activities. After 00, they are more eager to seek the attention of others by expressing themselves. Their independent personality is evident in Baidu Post Bar.
12 years of ecological accumulation has created a gathering place for young people.
In addition to their interests, the younger generation of users can get together in Baidu Post Bar on topics of common concern, common experiences, the same region and the same personality tag. Anyone can set up a theme based on any keyword. This keyword-based community model makes Post Bar a paradise for communicating with friends and a group of people with common concerns.
As the product manager of Baidu Post Bar said: "Post Bar is based on search, and it directly enters the scattered distribution structure through search. Any person’s interest, even if it is small, may establish his own organization and gather a group of people with the same interests. This kind of structure provides a stage for those who are usually difficult to show up, and truly respects everyone’s interest and personality. Here, every individual is the protagonist. "
Although the users of Post Bar are constantly updated with the intergenerational changes of the online crowd, what has never changed is the attraction of Baidu Post Bar to the youngest user group. No matter after 80, 90 or 00, you can find your own organization in Baidu Post Bar and find a sense of belonging. The platform features of youth, vitality and strong interaction have enabled Baidu Post Bar to maintain its vitality in the ups and downs of other social platforms for 12 years, and it has also continuously attracted generations of young people to join and become a witness to their youth.
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