Wechat account microblogging, the rhythm of Peking?

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If you are careful, you will find that some of the graphic message pages pushed by the WeChat public account have been slightly revised: The author information is not that the date and public account information are displayed in the same column, but a new line is displayed with a "by" in front of them. This change brewed a greater functional change. If you happen to focus on the public account of "Ride on Tibet," you can probably guess what the next changes are: Under the heading of the article, you can see the number of times each article was read. At the same time, you can also point at the article at the end of the article. Like, you can see the number of likes that an article received.

WeChat public account is being microblogging

Both WeChat public account and Sina Weibo are platforms with strong media attributes. The public platform tends to be long and graphic, while the Weibo content is short and fine, and the existence of long Weibo weakens the difference in the length of the content. The bigger difference between the two is that Weibo is absolutely transparent. The number of content, forwarding, comments, and likes of an account, even the relationship chain is also open, and the WeChat public account is still partially concealed, except for basic content. I don't see any other data or followers. After Sogou and Wechat cooperation WeChat search, we can see the content is reproduced (plagiarism), but it is still unknown how to spread the information on the user side.

The reason why WeChat has been slow to disclose these data is related to its weakening of marketing attributes in the past. As I said earlier, unlike Weibo and Tieba, which are doing network marketing differently, WeChat is very swaying in “marketing”. Based on the mobile social capabilities of the circle of friends, the ability to reach messages based on public accounts, and group-based indoctrination abilities, it has a strong marketing foundation. Last year, some private figures used excessive force to turn Wechat marketing into a business. Wechat marketing was based on WeChat marketing, such as WeChat direct sales, friends circle A goods, and WeChat marketing training. They used WeChat marketing to play bad games, so WeChat emphasized everywhere. It is not a marketing platform. It has always passed the value of public platform services over marketing.

Since the beginning of this year, WeChat has begun to change its attitude towards "marketing" and has begun to accept and support the marketing methods it favors. On the one hand, the WeChat red envelope extended the marketing red envelope to be used by the Tencent investment business Jingdong and Didi. On the other hand, the WeChat public account launched the WeChat advertising platform in cooperation with China WeChat, while fighting the encouragement of sharing and sharing. Also, the WeChat public accounts can be sold. The circle of friends Jiugongge marketing is actually the product of the private masters trying to break through the micro-envelope lock line. Such a case shows that the marketing needs on Wechat are very prosperous. The marketing function must start to fill up before the WeChat e-commerce business is about to promote it. WeChat will not Twist again.

At the same time as the number of public readings and support points, the recent WeChat public account revision has provided some users with a hyperlink function, that is, the support of jump links in graphic messages. Next, the end of the graphic message may be a comment box, a comment list, a button down button, a voting plug-in, and an HTML5-based third-party WEB plug-in. In short, the public platform will have a richer picture and message format. The interaction between users and public accounts and between users and users will be stronger. When Baidu Tieba’s corporate platform is launched, the emphasis is on the interaction between fans and fans. This has always been WeChat. The public account's short board, the deeper entrance of the micro-community, still can't see the signs that can solve this problem, WeChat only personally launched. A closer look, the WeChat public platform is not more and more like a long text based microblogging it?

What kind of butterfly effect will it produce?

1, WeChat advertising transparency

For the reading WeChat public accounts, basically a newspaper or magazine can be counted. In the past, the circulation was not transparent and the reading of the articles could not be known. This is an old issue of traditional newspapers and periodicals. Since the beginning of a year ago, operators have been able to view the graphic communication in the background, which is not transparent to readers. With the publicity of the number of readings, people can push back the number of subscriptions based on the average open rate, and then the user size of a public account and the effect of a single article can be known. It is still possible that these data will be displayed directly in the future. Therefore, the public The transparency of the account’s influence will influence advertisers’ decision-making.

2, brush list company new business

As long as there are indicators, it will provide counterfeiters with motivation and KPIs. Brush list company for list, brush traffic company-oriented website, brush Crown company Taobao shopkeeper ... ... can imagine, if the WeChat public account announced the number of reading, number of praise, China will have many microblogging marketing team, AppStore brush list team Such as "false data" company to enter WeChat, to serve as a public account fan and browse "brush brush." WeChat can be detected and punished by some technical means, such as back brushing. However, this is a long-term offensive and defensive battle. “Brushes” have various ways to bypass detection. Another point, what if someone spends money on a competitor?

3, new position of marketing company

In the past, Weibo and WeChat were two different logics. Therefore, Weibo marketing companies may not be able to play with WeChat. Now because of the “WeChat microblogging,” the data is open, the indicators are close to Weibo, and the interactive form goes to Weibo, so the Weibo marketing company has won a lot of WeiZhao WeChat to help companies provide the number of times the content is read and forwarded, and the number of Fans.

4. New features of the public platform

Due to the weakening of marketing, the public platform has not been able to introduce some key functions, such as public account navigation, public account discovery, and public account lists. Some third-party platforms are doing it, but because they are based on the PC and cannot communicate with WeChat, they basically do not do it. Next, if WeChat really no longer deliberately weakened marketing, it may be able to fill in these features, so that the public account has more entrance to pull new fans.

5, Tencent microblogging more

Coincidentally, today, Tencent Weibo has been merged by Tencent. In the context of a decrease in the number of active users reading and personally ordering Tencent’s Weibo as a way of letting WeChat give way, Tencent’s Weibo’s taste as Tencent’s taste is bleak. The social function has QQ space, and the social media function is naturally the WeChat public platform. As for the original so-called defensive purposes, it is no longer so important now. Sina Weibo has not been deterred from successfully listing, and the diversion of WeChat to Sina Weibo has long served as an “attack or defense” goal. Now Weixin public platform ironed microblogging, will only make Tencent Weibo's status even more rampant.

However, it may not be so complicated. One close to WeChat insider revealed that the WeChat team had a research and development boss who once rode a bike to Tibet. The legend of “riding Tibet” is that the boss is operating and has been placed in the China Merchants Bank, Guangzhou Public Security and other accounts have been officially recommended. Given that "riding Tibet" is its toy, it may only use development resources as a test. However, such a large product WeChat will give a boss casually play it? Who knows?