On March 3, Weibo released the fourth quarter and full year financial report of 2021. In the fourth quarter, the total revenue of microblog reached US $616 million, a year-on-year increase of 20%. In 2021, the total revenue of microblog reached US $2.26 billion, a year-on-year increase of 34%.
In the fourth quarter, after the adjustment of microblog, the operating profit reached US $219.8 million, and the operating profit margin reached 36%. In 2021, the adjusted operating profit reached US $829.2 million, a year-on-year increase of 43%, and the adjusted annual operating profit margin reached 37%.
"In the fourth quarter, we ended 2021 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 will give full play to the unique competitiveness of microblog in the field of social media and realize the steady improvement of user scale and user activity. In 2022, we will continue to improve our product functions, enrich the content ecology of the platform, devote ourselves to serving a wider range of user groups, and provide customers with more efficient and innovative marketing models to realize long-term value."
According to the financial report, by the end of the fourth quarter of 2021, the monthly active users of microblog had reached 573 million, a year-on-year increase of 10%, and the daily active users had reached 249 million, a year-on-year increase of 11%.
In the fourth quarter, Weibo strengthened the product competitiveness of core functions such as hot spots and social networking, focused on improving user activity, and reaped a new peak of traffic growth. On the one hand, by optimizing the content quality and distribution capacity of video recommendation stream, users' content consumption experience and frequency are improved. On the other hand, the accurate identification of channel users' interests and characteristics is strengthened. Combined with product strategies, users are gradually guided to transform into super voice community and increase users' willingness to actively visit.
In the fourth quarter of 2021, although the macro environment and industrial policies had a certain impact on the advertising market, with the strengthening of the marketing ability of microblog in key industries and the improvement of the liquidity efficiency of traffic, the revenue of microblog still maintained a steady growth year-on-year and month on month. In the fourth quarter, the advertising revenue reached US $550 million, with a year-on-year increase of 21%. In 2021, the annual advertising revenue reached US $1.98 billion, with a year-on-year increase of 33%.
In 2022, based on the improvement of traffic, microblog will continue to improve the commercialization scale, liquidity efficiency and market competitiveness from the dimensions of advertising products, sales and operation. Microblogging will combine its own characteristics and advantages, strengthen the innovation of content-based commercial products, launch more advertising products with industry competitiveness, and further optimize the effect and advertising ability. Based on the anti risk ability of the quality and efficiency advertising model in the core industries, Weibo will promote the combined marketing mode of "quality and efficiency advertising + content operation" to more industries and customers while maintaining a steady growth in key industries. In addition, in the dimension of sales operation, Weibo will continue to improve the construction of sales system and operation coordination strategies, formulate differentiated commercialization strategies for different industries, more closely support the marketing system of Weibo, and improve the liquidity efficiency of Weibo organization as a whole.
