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Weibo Corp
NASDAQ:WB

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Weibo Corp
NASDAQ:WB
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Price: 9.67 USD 4.09% Market Closed
Updated: May 5, 2024

Earnings Call Transcript

Earnings Call Transcript
2020-Q2

from 0
Operator

Ladies and gentlemen, thank you for standing by, and welcome to Weibo Reports Second Quarter 2020 Financial Results Conference Call. [Operator Instructions] And please be advised that this conference is being recorded. I would now like to hand the conference over to your first speaker for today, Ms. Sandra Zhang. Thank you. Please go ahead, ma'am.

S
Sandra Zhang

Thank you, operator. Welcome to Weibo's Second Quarter 2020 Earnings Conference Call. Joining me today are our Chief Executive Officer, Gaofei Wang; and our VP Finance and Interim CFO, Fei Cao. This conference call is also being broadcast on Internet and is available through Weibo's IR website. Before the management remarks, I would like to read you the safe harbor statement in connection with today's conference call. During today's conference call, we may make forward-looking statements, statements that are not historical facts, including statements of our beliefs and expectations. Forward-looking statements involve inherent risks and uncertainties. A number of important factors could cause actual results to differ materially from those contained in any forward-looking statements. Weibo assumes no obligation to update the forward-looking statements in this conference call and elsewhere. Further information regarding this and other risks is included in Weibo's annual report on Form 20-F and other filings with the SEC. All the information provided in this press release is occurring as of the date hereof. Weibo assumes no obligation to update such information, except as required under applicable law. Additionally, I would like to remind you that our discussion today includes certain non-GAAP measures, which exclude stock-based compensation and certain other expenses. We use non-GAAP financial measures to gain a better understanding of Weibo's comparative operating performance and the future prospects. Our non-GAAP financials exclude certain expenses, gains or losses and other items that are not expected to result in future cash payment or are nonrecurring in nature or are not indicative of our core operating results and our outlook. Please refer to our press release for more information about our non-GAAP measures. Following management's prepared remarks, we'll open the lines for a brief Q&A session. With this, I would like to turn the call over to our CEO, Gaofei Wang.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Thank you. Hello, everyone, and welcome to Weibo's Second Quarter 2020 Earnings Conference Call.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] On today's call, I will share with you highlights on Weibo's user, product and monetization as well as progress we made on key initiatives in 2020.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Let me start with our second quarter financial results. In the second quarter, our total revenue reached $387.4 million, a decrease of 10% year-over-year or 7% on a constant currency basis. Advertising and marketing revenues reached $340.6 million, a decrease of 8% year-over-year or 5% on a constant currency basis. 89% of our ad revenues come from mobile.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] On the user front, Weibo's MAU grew 8% year-over-year to 523 million in June 2020, and average DAUs grew 9% year-over-year to 229 million in June 2020. 94% of Weibo's MAU came from mobile.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] With the COVID-19 pandemic situation in China stabilized and people's work resumption, we observed the normalization of pandemic-related content consumption, which led to sequential pullback of traffic from the peak level in the first quarter. But it's worth mentioning that we saw notable growth of users' content generation and user engagement during this quarter, backed by our strategy to improve user engagement and retention on top of user growth. Particularly, we have reinforced our investment on feed distribution efficiency and social interactions to enhance user stickiness on the platform. On the monetization front, we further refined and strengthened our ad offerings destinated for clients' evolving marketing needs during the pandemic. With that and benefiting from domestic ad demand pickup, amid the stabilization of pandemic and work resumption, our ad business is back on recovery trend, with ad revenue narrowly any declining rate from prior quarter.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] In discussing our operating update for the second quarter, I'll elaborate our progress we made in areas of product and monetization: less dollars, user growth and engagement. There are mainly 3 aspects of progress we made, which contribute to healthy growth of users daily year-over-year.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] First, on channel investment. During the first half of the year, we emphasized on synergy between our channel investment efforts and relevant product and operating efforts to provide better content consumption experience for recorded users. For example, we expanded the coverage of task-based red envelope incentives to record users, which improve the user engagement. We also enhanced the video content distribution to recorded user, which increase their time spent on the platform. This initiative helped improve our user acquisition efficiency.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Second, on content allocation of hot trend. Through the experience in content operation during the pandemic, we have solidified our strength in content operations of social events. In the second quarter, our focus was on the location-based content operations through hot trend to enhance user acquisition capability in local markets. During the pandemic, we have upgraded content distribution mechanism for location-based content. We prioritized the distribution of local content submitted from local media and soc media over existing content selected through data mining, which largely improved content quality and diversity. And consequently, in this quarter, users who consumed the push location-based content doubled year-over-year. And meanwhile, we launched a subsection in hot search with a focus on location-based hot trends in May, aiming to drive content discovery and consumption based on users' geographical regions. In June, daily query of location-based hot trends increased by double-digit compared with previous months. This achievement help us set a clear framework of location-based content distribution, consisting of content push, feed recommendation and hot search, underpinned by deepened cooperation with local media and soc media. This could help us enhance our core competitiveness in the local market.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] And lastly, on social interactions, we continue to optimize our user products and drive our user engagement. First, on relationship-based feed, we further optimized social content distribution mechanism to drive content consumption efficiency. Secondly, we have enhanced social attributes for super topic and fans group functions and strengthened topic organization and discussions around hot trend and interest-based content. As a result, we saw an uplift in user interactions and their willingness to post. In June, the total number of users who post content increased over 30% year-over-year, and their daily posts grew over 50% year-over-year. To put it into perspective, it remains indispensable for most users to share life moments and opinions and participate in discussions, and we will continue to be a crucial platform to fulfill users' need to express themselves despite the prevalence of legal content consumption.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Next, let's talk about video and live streaming. As I mentioned last quarter, we plan to increase investment in the PGC and UGC video content this year. Accordingly, we have provided targeting operation and product support. For UGC video, we focused on traffic expansion and distribution efficiency to drive monetization around UGC video ecosystem. With the stabilized traffic for UGC video content post-pandemic, ad revenues generated through UGC videos in second quarter grew nearly 40% quarter-over-quarter. And July performance kept the same momentum as well. For PGC video, leveraging our differentiated position as the leading social media, we attempted to attract more video content creators to grow on Weibo and enhance our user acquisition capability and traffic in the PGC video market. We have seen some progress made as the scale of PGC content creators continue to expand. In June, both the number of PGC content creators and their daily video submissions increased over 50% compared with December last year. In July, we launched a project called video account, aiming to further ramp up video traffic and facilitate the social relationship establishment by content creators, which we believe will bode well for us to promote content creators' engagement and retention on Weibo.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Turning to live streaming. In the first half of the year, live streaming sector has enjoyed rapid expansion during the pandemic. To capture market opportunities, we launched new initiatives in live streaming during this period and further refined our position and focus for the business. Let me elaborate. The operation Weibo live streaming focused on topic-based IP marketing and fans interactions around live streaming content. We rolled out hot topic list of live streaming content with enhanced traffic report aiming to promote influence of live streaming content on Weibo and strengthen our position as an important marketing channel for the live content distribution. Take top e-commerce live host as an example. In the second quarter, over 60% of the top e-commerce live host has account and broadcast on Weibo, and their weekly topic-based host increased by over 2x compared with that before launching the topic list, enticing other hosts to advertise and accumulate fans on Weibo as well. We also revamped the live streaming product to further integrate with Weibo's core product and improved capital distribution mechanism to amplify live content exposure on the platform. In mid-July, we rolled out reservation feature for live streaming content and reminder feature on top of the relationship with the feed, which help live host to precisely target fans group and achieve better result through private domain of traffic. In July, we saw higher number of live content generation by host or adopt the reservation feature and their number of viewers and interaction in the live shows more than doubled from June. To sum up, our initiative will benefit Weibo's live streaming ecosystem. For one thing, with the growing days of top live host accumulating fans and promoting live content, we benefited from both traffic and commercial demand arising from this group of users. For another, we have made good progress in our competition of our live streaming. And meanwhile, social media live streaming also demonstrate good momentum with increasing adoption of our reservation and fans-targeting functions. This encouraging trends will ultimately benefit the build-out of our live streaming ecosystem.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] On monetization front, with the stabilization of pandemic in China and a gradual economic recovery, Weibo's advertising business exhibited recovery trend in the second quarter, with ad revenues decreasing 8% year-over-year or 5% in renminbi terms, improving from prior quarter in terms of annual trends.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Our KA revenues decreased 3% year-over-year or flat in renminbi terms and increased 30% quarter-over-quarter. The solid recovery of our KA ad business in the second quarter was mainly driven by 2 factors. For one thing, externally spent ad budget has come back at decent pace, underpinned by the reopening of domestic economy and various incentives to drive consumption, such as the June 18's e-commerce event. Brand advertise broadly or step up their promotional efforts with an on-track product launch schedule. On top of the rebound of the overall ad demand, we continue to see upside from the prevailing trend of ad budget shift from offline to online, which has been accelerated by the pandemic. Internally, Weibo has made good progress in reinforcing our differentiated value proposition to customers.

We beefed up our efforts to optimize ad offerings and improved service quality to be well-positioned to serve brands marketing objectives, including new product launch, selective marketing, hot brands marketing as well as KOL purchase intent cultivation, take our competition with the blockbuster reality show, Sisters Who Make Waves, as an example. Leveraging the public's heated discussion around the show and also significant traffic of the show, we not only offer strong brand exposure for the show's sponsors such as Yili Dairy and OREO on our platform, but also attract the customers such as TOM FORD, Landcom, ASICS and Armani, et cetera, to market with us, with diverse content curated by our operational team based on the IT. Leveraging recovery marketing demand and more tailor-made ad product offerings, several key industries of KA business demonstrated nice recovery trend and exhibited growth trajectory in terms of ad spend in the second quarter on an annual basis.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Moving on to SMEs. Our SME ad revenues decreased 21% year-over-year or 18% in renminbi terms. And sequentially, SME ad revenue increased 16%. Amid the headwinds of pandemic aftermaths and the competition, we believe it still takes time for the SME business to fully recover. During the first half of the year, we revisited our competitive strategy for our performance ad business from a longer-term perspective and divided a clear road map on the organizational structure and ad offerings front accordingly. Let me elaborate. First, we focus on driving the adoption of our integrated content plus performance ad solutions among key industries. Specifically, we restored our organizational structure to empower seamless cooperation between our servicing and our product operational teams as well as ad agencies. Leveraging such synergies will endeavor to develop market intelligence that highlights with this differentiation in content offerings, built upon our operational understanding of each specific industry. In the first half of the year, we started to pilot such industry-specific ad offerings with the gaming and education sectors, which resonated well among our customers. With the success stories, we will expand such integrated content plus performance paradigms to cover more industries so as to capture higher ad wallet share in the future. Second, with focus on improving ad performance and ad placement efficiencies, we revisited the entire ad placement process of super Fensi Tong and revamped the system accordingly to tackle all issues identified. We start to optimize advertisers' experience in placing ad with us in the areas of ad creation, optimization and data analytics. The fully upgraded system has opened up to customers during this month. On the ad performance front, we simplified ad formats and further improved our feed ad conversion. Currently, we have fully rolled out the new video and image ad formats to customers, leading to nearly 50% and over 100% increase in average traffic direction ratio with new video and image ad formats, respectively, compared with the previous ones. Additionally, we took a targeted approach to optimize traffic control, add attribution and oCPX coverage. We are encouraged to see a wider oCPX adoption among industries as well as higher penetration in terms of ad spend. With solid execution of these above initiatives, we are well-positioned to enhance our market competitiveness and deliver further recovery on our performance ad business in future.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] With that, let me turn the call over to Fei Cao for a financial review.

C
Cao Fei
executive

Thank you, Gaofei, and hello, everyone. Welcome to Weibo's Second Quarter 2020 Earnings Conference Call. Let's start with user metrics. In June 2020, Weibo's MAUs reached 523 million, representing a net addition of approximately 37 million users on a year-over-year basis. Weibo's average DAUs reached 229 million, representing a net addition of approximately 80 million users on a year-over-year basis. Despite the normalization of user traffic from the peak level in the first quarter, we will maintain the decent level of user activities with higher proportion of users generating content on the platform and higher user engagement during this quarter. Let's turn to financials. As a reminder, my prepared remarks would focus on non-GAAP results and all the comparisons on a year-over-year basis, unless otherwise noted. Now let me walk you through our financial highlights for the second quarter of 2020. We saw the overall recovery for the advertising business in the second quarter with the pandemic largely brought under control in China. Weibo's second quarter 2020 net revenue was $387.4 million, a decrease of 10% and or 7% on a constant currency basis, reaching the high end of our guidance. Operating income was $121.9 million, representing operating margin of 31%. Net income attributable to Weibo was $114.5 million and diluted EPS was $0.50. Now let me give you more color on revenues. Weibo's advertising and marketing revenues for the second quarter 2020 reached $340.6 million, a decrease of 8% or 5% on a constant currency basis. Mobile ad revenues were $304.4 million, contributing approximately 89% of total ad revenues up from 86% last year. Moving on to KA. In the second quarter, Weibo's KA ad revenues reached $165.9 million, a decrease of 3% of that on a constant currency basis. Excluding the barter transaction revenue impact from handset sector, KA ad revenues would have increased 9% on a constant currency basis. On a sequential basis, KA ad revenues grew 30%, reflecting a mass rebound from prior quarter. The solid recovery of our KA advertising business was mainly attributable to the well-controlled pandemic situation in China, which paved the way for business activity recovery and improving advertising demand as well as our efforts in driving value for advertisers to achieve branding plus performance effects, with our unique social marketing solutions. By industry, FMCG category regained strength post-pandemic and was back to growth trajectory in the second quarter. E-commerce sector also gained momentum, as e-commerce platforms allocated incremental resources into this year's June 18's event promotions to capture pent-up demand from customers. This is also well-demonstrated in the ad revenues from Alibaba, which grew 48% or 53% on a constant currency basis to $35.7 million in the second quarter. Beside this, as the pandemic further fueled at budget shift from offline to online, we saw increasing adoption of our innovative ad product offerings, such as online product launch solution from handset and automobile sector this quarter. On the flip side, the recovery pace of movie and entertainment sector and the luxury industry led behind overall branding advertising business rebound. After this, of the sporadic outbreak in China and the coronavirus resurgence in certain global areas still linger, which could further disrupt the business operations and vacant consumer demand. Turning to SMEs. In the second quarter, Weibo's SME ad revenues reached $138.9 million, a decrease of 21% and or 18% on a constant currency basis. Despite uptick economic activities this quarter, many small and medium-sized advertisers continued to face headwinds in their business operations, especially for offline merchants. Consequently, we anticipate that it will take time for the overall SME ad spend to rebound to the pre-pandemic level, even though online sectors, such as gaming and online education, continued to book encouraging growth rate on a year-over-year basis this quarter. That said, on a sequential basis, SME ad business demonstrated a moderate recovery from the first quarter trough, up 16% quarter-over-quarter. Apart from normal seasonality, we are encouraged to see the gradual rebound from industries like e-commerce and certain local services as consumption recovered. On the contrary, ad spend from gaming and online education saw a moderate pullback on a sequential basis as impacted with users online time spent normalizing. While the actual recovery pace of advertisers ad budget is beyond our control, we proactively took the window to revamp our ad bidding system and optimize ad products in the hope of driving broader oCPX adoption for smart targeting, higher ad placement efficiency and better ad measurement, which ultimately bodes well for us to capture higher ad wallet share, amid the competitive landscape of performance ad market in the long run. Value-added service, VAS, revenues were $46.8 million in the second quarter, a decrease of 23% or 21% on a constant currency basis, primarily due to decrease of live streaming business and was partially offset by increase in membership revenues. Turning to costs and expenses. Total costs and expenses for the second quarter was $265.5 million, flat year-over-year. Operating income in the second quarter was $121.9 million, representing operating margin of 31% compared to 38% last year. Turning to income tax. Under GAAP measure, income tax expense for the second quarter was $40.7 million compared to $26.1 million last year. The increase was mainly attributable to a deferred tax charge recognized from fair value change of an investment in the second quarter this year. Net income attributable to Weibo in the second quarter was $114.5 million, representing a net margin of 30% compared to 36% last year. Turning to our balance sheet and cash flow items. As of June 30, 2020, Weibo's cash, cash equivalents and short-term investments totaled $2.33 billion compared to $2.4 billion as of December 31, 2019. In the second quarter of 2020, cash provided by operating activities was $121.7 million. Capital expenditures totaled $8.4 million, and depreciation and amortization expenses amounted to $6.9 million. Now let me turn to financial outlook. We anticipate our third quarter 2020 net revenues to decrease by 5% to 7% year-over-year on a constant currency basis. This forecast reflects Weibo's current and preliminary view and is subject to change. With that, let me now turn the call over to the operator for the Q&A session.

Operator

[Operator Instructions] First question from the line of Gregory Zhao of Barclays.

G
Gregory Zhao
analyst

So my question is about advertising business. So first, how shall we think about the KA and SME advertising recovery trend in second half? And what's your plan to further improve the monetization? And also in the prepared remarks, you mentioned the advertising system upgrade. So how shall we think about the oCPX trend and the coverage post this upgrade? And also, it would be helpful if you can share some colors for the entire online advertising market? Any colors about competitive dynamics would be very helpful.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] First, let me briefly recap on our second quarter performance and share some color on the recovery trends seen so far for KA and SMBC in the second half.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] On the KA front, we saw the overall KA business come back at a nice pace during the second quarter and leveraging the recovery of the marketing demand and also the improvement of the social marketing capability of our team. And several key industries, including FMCG, e-commerce and automobile, already delivered positive year-over-year trends. However, entertainment and travel sectors still fell short of the ad dollar compared with same period last year due to the pandemic, which drive the growth of KA business.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Entering into the third quarter, we saw the overall brand sentiment turn more positive, backed by the stabilization of pandemic situation and improvement of the macro environment, especially the consumption side. As mentioned earlier, key sectors of brand business such as FMCG automobile and handsets continue to book healthy growth trend in the third quarter. But on the flip side, despite some sequential pickup, sectors like entertainment are still on a descending trend, given the relative weak market demand compared with the same period last year. At this moment, assuming no further impact from the pandemic in the coming quarters, we expect the KA business to continue to improve sequentially with stronger demand fueled by the e-commerce seasonality.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] On the SME front, performance ad front, despite the overall ad budget pickup from the low point in the first quarter, SME business largely remain -- customers remain cautious in their marketing spend, since the SME advertisers are generally more vulnerable to the macro downside, particularly for the offline merchants. So the SME business continued to decline on a year-over-year basis. Well, on the upside, sectors like gaming and education continue to grow very strongly with triple-digit growth year-over-year and also e-commerce sectors leveraging the June 18's e-commerce festival and the live streaming kind of e-commerce improvement, we see the overall sector rebounding nicely quarter-over-quarter basis.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] Entering into the third quarter, our SME business will further recover sequentially with gaming and education sector continue to outperform and sequentially it's also growing very robustly. However, offline merchants continue to face challenges. So we took the window to upgrade our bidding system and optimize our service to customers. For instance, we got rid of a few low-quality customers and also improved their ad designs, which we believe would negatively impact on our SME revenue in the short run, but would benefit our performance at ecosystem in the long term. In the coming quarter, leveraging the marketing opportunities plus forced by the e-commerce seasonality will further integrate our resources and strengthen our position with Alibaba to drive value for the e-commerce merchants.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] For the SME business, which most people focus on, we think the overall performance and market continuing to face big competition -- fierce competition with unfavorable demand versus supply dynamics. Given the competition in the supply side, our strategy would be mostly tilt towards operating market margin solution that integrate our strength in traffic, KOL and content and also enhance our ad placement efficiency. This is being reflected mainly in the gaming and education sector, which outperformed the overall sector in the first half.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] And besides the combination of our strength in traffic, KOL and content, we also -- in the first half of the year, we also upgraded the Super Fensi Tong ad system to improve the overall advertising efficiency. Currently, the oCPX coverage has accounted for over 60% of the total SME ex ad spend, and we expect it to increase to 80% toward the end of the year. And we also emphasized on the conversion capability by introducing more direct response features in our ad offerings. Clearly, the video and image-based upgraded product meaningfully drive up our traffic direction ratio and overall ad performance.

Operator

Next question is from the line of Miranda Zhuang of Bank of America.

X
Xiaomeng Zhuang
analyst

My question, which will be about the video content and video monetization. Can management explain to us what's the positioning of your video accounts initiatives in the video product space? And also, what's the growth strategy for that? And how is the progress of the video content creator development? And then secondly, how is the monetization for the video accounts and for your video ads? And what could be the potential impact to the profit margin resulting from the video ad sharing? And lastly, if time is allowed, can you update us how is the activity level and the retention level trending for your top content creators? And what's your competition strategy for the top content creators?

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] In terms of the video account you mentioned, the initial soft launch is to attract those emerging video content creators to join Weibo platform by offering a more systematic video product to enrich our overall content ecosystem.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] On the content generation side, the video account will enable us to attract more content creators to doing the platform. With the rise of the video content platform and lower entry -- lower barrier for the video content creation, a bunch of the high-quality video content creators have emerged in China. With video accounts, we could ease the process of video submission and facilitate social assets at accumulation and interaction for those video content creators. Weibo's multimedia formats via distribution capability and monetization opportunity will be very attractive to the top video content creators. Now that with the launch of the video accounts, we could offer a more systematic approach to entice high-quality video content creators to join Weibo and enrich our overall KOL ecosystem. As of now, we have over 500,000 content creators joining the video accounts program, among which over 5,000 have a fan base over 1 million per person.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] With more and more video content creators joining our platform through the program, we can attract a wider user community and through the diverse and high-quality video offerings, for instance. For the gaming -- for the online gaming vertical, the total fan base accumulated by the video content creator in the gaming vertical grew over 40% in the past year. And the overall influence -- our influence in the gaming vertical also being elevated. Additionally, this video content creator not only post video content on our platform but also interact with fans in the image and text formats, further leading to deepened user engagement on our platform.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] For monetization, in the first half, we have made good progress in ramping up our video ad monetization efficiency. On the one hand, we saw a pretty good chance for video-related metrics, such as user who consume video on Weibo and also video traffic on leveraging the improved content distribution efficiency. And for another, we have enriched and optimized our video ad offerings and the different video consumption scenarios. And for example, the watch plus, the [ incumbent ] product could deliver better ad formats and conversion result which will improve, thus improve the video ad monetization. This being reflected in the gaming sector, with almost all the ad design and creators are in the video forms. And we are also seeing increasing adoption of video formats in the e-commerce and education sector.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] In terms of the revenue share with video content creators, our primary focus is still on build-out of the Weibo video content per system by empower them to monetize within our system. We share a portion of advertising revenue with them for the video content they share on the platform. And we also share a portion of the ad revenues from the picture post by these content creators. And these content creators to the quality company share on the platform. It will provide quality content to the overall platform and also especially in the relationship-based feed and also the recommendation feed. For those monetizable traffic they offered, they won't be a revenue share with them in those feeds. And entering into the second half, we will continue to focus on enhancing our distribution efficiency to further drive the video content consumption, so as to drive the video ad revenues and incentive to create a self-reinforcing video content ecosystem.

G
Gaofei Wang
executive

[Foreign Language]

S
Sandra Zhang

[Interpreted] And if we look at the Weibo's content ecosystem from the broader view, we have been really focusing on the sustainability and diversity of our ecosystem. We not only work to drive the engagement of the big 3s, but also nurture the small and medium verticals on KOL with the traffic support. And we provided traffic support to those small verticals and have shown nice growth in the traffic portion of these verticals in entry-based feed. And in terms of monetization, in addition to the advertising, we also empower the content creator to monetize through various models, including e-commerce, V-Plus subscription, something like this. And with the monetization opportunity effort, we could further improve our competitiveness in the overall KOL market and reinforcing our content ecosystem. So in recent years, we are able to see the number of top content creators as well as their daily posts and interactions kept on double-digit growth year-over-year. Thank you.

Operator

Ladies and gentlemen, that concludes the question-and-answer session. I'd now like to hand the conference back to Ms. Sandra Zhang. Please go ahead.

S
Sandra Zhang

Thanks, operator, and thank you all for joining us. We'll see you next quarter.

Operator

Thank you. Ladies and gentlemen, that concludes the conference for today. Thank you for participating. You may now all disconnect. [Portions of this transcript that are marked [Interpreted] were spoken by an interpreter present on the live call.]