On January 6, the 2022 WeChat Open Class PRO was held in Guangzhou. At the main forum, Zhou Hao, vice president of Tencent and head of WeChat search application department, shared the theme of "using WeChat to search for all" on WeChat search business - in the past year, search portals such as "global search" have helped users efficiently match search needs; service search provides a direct entrance to diversified needs to bring convenience to life; and the brand official area helps build a new "official website" to achieve online and offline linkage and one-stop reach. At the same time, he also revealed that the monthly active users of WeChat Search have exceeded 700 million.
Under the vigorous development of WeChat ecology, Souyisou has become a search that WeChat users can use at any time, which connects WeChat ecological content producers and service providers on the one hand, and connects the majority of users on the other hand, providing users with one-stop search and problem solutions. As Zhou Hao, vice president of Tencent and head of the WeChat search application department, said, "The unique positioning of SouYisou is the connector of WeChat ecology, on the one hand, we constantly understand and synthesize massive content to accurately match users' intentions, on the other hand, Souyisou also helps content creators, service providers and brand owners better connect to the ecology and users." ”
The top of the session page goes directly to the "global search" to meet the diversified needs of users
In order to help users more easily launch search requirements in WeChat, the entrance of Search has now spread throughout various use scenarios. As the main entrance, the search box at the top of the WeChat session page (Android system is a magnifying glass) from the earliest version can only search for local chat records and contacts, to the back to join the circle of friends and public account content, and then with the development of the Open Ecology of the Mini Program, the data and service capabilities of WeChat ecological access have been greatly enhanced, users can directly launch a "global search" at this entrance, and the search scope can be expanded to all the content and services related to the user's search terms in the WeChat ecology with one click. Another main entrance to WeChat Search is on the "Discover" page, where users can also initiate any search request.
In order to minimize the user's operation steps and make the search within reach, search also supports users to "chat while searching" in the session scenario, such as when the user chats with friends, encounters a network hot stem that cannot be understood, and clicks "search a search" on the chat interface by pressing the bubble to view the specific meaning and analysis of the stem. Users can also "search while reading" in the reading scenario, for example, when browsing related articles on the official account, they can directly select the questionable segments to conduct "cross-word search".
According to the observation of the WeChat search team, the convenience of the entrance and the richness of the ecology have allowed users to continue to grow in search activity in WeChat, and the demand for user search has become more and more diversified - both simple resource or addressing searches, such as emoticons, wallpapers and live broadcasts, etc.; there are also searches with service capabilities, such as ride codes, registration numbers, etc.; and intention searches that are biased towards natural language descriptions, such as "what are Su Shi's poems". With the strengthening of search habits in WeChat, users will become more and more inclined to free expression, and the vision of Search is to help users find answers to problems more accurately and efficiently or find tools to solve problems.
Connect the ecology and help the high-quality content, services and brands in WeChat break the shell
Yellowed old photos, with a search "old photo repair" can be restored as before; home has a cute pet, you can search for "animal voice simulation" to interact with the pet; search "picture to table" can quickly find a small program that converts the table in the picture into Excel...
The WeChat ecosystem is prosperous and open, connecting all walks of life, of which a large number of content creators and developers connect to the WeChat ecology through tools such as public accounts, video numbers, and mini programs, so that WeChat Search can become a bridge connecting users and content and services, helping creators and developers to obtain effective traffic conversion, making high-quality content and services easier for users to find.
Services are an extension of a user's search needs. In February last year, in the context of tightening epidemic prevention and control, WeChat Search launched "services" at the global search portal, giving priority to displaying epidemic-related services, including high-frequency epidemic services such as health codes, communication itinerary cards, travel policy inquiries, and nucleic acid testing appointments. In addition, the "service" also shows popular searches such as ride codes, living payments, social security payments, express inquiries, and recent search history, allowing users to reach and access in seconds without searching, opening the search box above the dialogue, and achieving a more convenient, warm, and humanized search experience.
At present, in order to meet the needs of users in the search for authoritative official institutions, so search has aggregated more than 500 authoritative institutions at all levels, more than 2,800 universities of all kinds, tens of thousands of medical institutions, more than 5,000 public hospitals, registered cumulative service of more than 100 million person-times; the current search of provident funds, social security services and other popular services have covered first to fourth-tier cities; when sudden natural disasters occur, it can also respond to user needs in a timely manner to aggregate disaster prevention information and services.
As a "new façade" for displaying official information, activities and services, the brand official area has been upgraded many times in the past year, adding modules such as live broadcasts, activities, and cover stories to further open up video numbers, and the distribution methods of red envelope covers are also more abundant, and also open up the enterprise WeChat to provide brand customer service, with better results to meet consumers' brand search needs, and can effectively drain the account system in the WeChat ecosystem, improve brand exposure effect and transaction conversion efficiency. At present, the official area of Souyi Brand has served more than 2,000 Chinese brands.
Among them, nearly 200 brands in the catering industry have chosen to lay out the official area of WeChat search, providing direct services such as order takeaway and coupons. In McDonald's year-end carnival activities, Soso has become an important channel for coupon verification and new customer acquisition: channel coupon verification sales account for 31% of omni-channel, and new customers account for 10% of omni-channel. In addition, more than 500 brands have created the first position of new product listing through the official district with lottery, video number live broadcast, red envelope cover, IP linkage and other ways - in the vivo mid-year new machine listing activities, sosou has become an important channel for conference reservation: the official area has increased the fan rate by 268%, and the number of conference appointments accounts for 47% of the whole channel.
"The process of users using WeChat will naturally extend the search needs, and we hope to be able to better meet them, which not only includes the level of data richness and accurate matching of needs, but also includes the reduction of the threshold for search use." Zhou Hao, vice president of Tencent and head of the WeChat search application department, said that the deep integration with the WeChat scene is the direction that Search will continue to promote, especially under the main entrance of Search, there will continue to be some optimization this year.