WeChat under the "ecological anti" is no longer restrained

The above public name "Shiburo" is a spare number for me, in order to prevent the loss of the big one day, I usually send about three articles of my thinking, reading notes, cognitive perception and other articles a week to lead everyone to explore the road of spiritual and financial freedom.

Hello everyone, I'm the principal.

Last week, it should be a WeChat open class, and then before the WeChat open class, WeChat made a series of updates to the relevant functions of the video number. Today I will take you to talk about some of my observations and thoughts.

01

Video number series variations

For example, the video account and the public account are opened, when your video account and the official account are bound, the video account content you publish will also be directly recommended to the public account readers, and the video content will appear directly in the subscription account information stream.

Another example: the "Video Number Live" module has been added to the subscription account message, and readers can see the owner of the public account that is following the live broadcast.

Another example: the official account home page has added a video number tab menu.

In addition, it is said that the enterprise WeChat is also connected with the video number, and it can also be circulated in the enterprise WeChat.

Suddenly, you may find that the video number is everywhere, you don't want to watch the video, the video will appear in front of you.

From the user's point of view, it seems that they have nowhere to escape, and they have to face the video in WeChat.

Recently, I have seen many people complaining: WeChat is anxious, Brother Long is no longer restrained, I don't want to watch the video, I hate to die. However, You can't escape from WeChat.

Indeed, for users, this seems to be a bit aggressive, there are still many users who do not like to watch videos, for users who do not like to watch videos, this seems to be a kind of harassment.

Of course, we can only complain, after all, we are not qualified to teach Brother Long to make products.

However, I would like to take you to a different perspective and think about this from a business perspective.

02

Business Thinking Subscription Number

Let's talk about the subscription account, the subscription account should have some users who have been internally tested, that is, the subscription account has an algorithm recommendation, that is, if you do not subscribe to the public account, you may also be pushed to other content, and the public account also adds a release function, that is, you can publish many times a day, put into the public traffic, not to the readers who pay attention, but other non-subscription readers.

Why does Brother Long love "algorithm recommendation" again? Now everyone is very disgusted with the algorithm recommendation, and Brother Long is doing the opposite.

In my opinion, it is because the WeChat ecology has become oligopolistic, and if it does not seek change for many years, it is equivalent to a pool of stagnant water, there is no new change in traffic, and without novelty, it cannot generate new value. The head is getting bigger and bigger, then the middle and smaller are getting smaller, which will hit the enthusiasm of content creators.

A platform can't just have a head size, right? This cannot be called ecology.

Brother Long estimated that only by introducing algorithm recommendations could he break the current solidified form, so that the small and medium-sized trumpets could have the opportunity to do it, just like the headlines, and the algorithm could give the trumpets the opportunity to increase the weight of the trumpets in disguise.

Only by improving the enthusiasm of more creators, WeChat's content ecology will be more prosperous, otherwise, the loss of creators, or flow to other platforms, will only increase WeChat's competition.

Therefore, if you consider it from the perspective of creators and content ecological platforms, you will find that this is an opportunity, and WeChat is still the best creative platform.

03

Business Thinking Video Number

Speaking of video numbers, in the WeChat open class, there is a new term invented in the speech on video numbers: atomized content components.

According to reports, in WeChat's product system, the video number is to become the "most atomized content component". When it becomes the most basic content component, it will produce various chemical reactions with other components in WeChat, naturally circulate in the WeChat system, and eventually become the best carrier form of content such as video and live streaming.

I really did not expect that the original "video" is the most atomized content component, the gist of this passage is: video can carry everything, such as: based on the video number can live with goods, can live speech, can link public accounts, can link articles, etc., it can be carried. There is nothing that a video can host.

This term really wants Jia Yueting to put forward the word in LeTV: ecological anti.

When people feel that the video number is a kind of harassment, in fact, you think from the perspective of commercialization, this is an opportunity.

In the past two years, the WeChat video account has maintained a small step and a fast running attitude, updating more content and more and more new creators. The reason for these achievements is that the video number has become a basic content component in WeChat, and it has become an atomized product tool that circulates within the WeChat ecosystem.

For example, video number + WeChat payment, the future will make tipping possible, and perhaps there will be paid for live broadcast / video; today the interaction of video number + public account has been very natural, the public account can be inserted in the video account, the video account can link to the public account article; the video number + enterprise WeChat, the video number (including live broadcast) can add enterprise WeChat customer service with one click to help the business community operation.

If the WeChat video number completed the framework in the first year, the second year is to choose the more desired content direction.

According to the Speaker of the WeChat Open Class, the core concept of the video number is to make users feel valuable, and they welcome real creators with pyrotechnics or authoritative media / institutions to share with original content on the video account. Whether it is pan-knowledge, pan-life, or sports, music, life, talent, this kind of life-oriented content is the content that the video number wants most.

In the following year, WeChat said they will focus on consumption growth, capacity release, encouraging content, and author incentives.

Through the content of the open class, we can know that the next step of the WeChat video number is to devote itself to giving more incentives to creators. The first year is to build the framework; the second year is to choose the more desired content direction; the third year should be the turn to give creators more incentives and make the content ecology more prosperous.

So, when you think about it from a business perspective, you will find that this may be an opportunity to make money, and you may not have as many complaints.

04

summary

When you feel that WeChat is no longer restrained, in fact, it may just want to conform to the trend of the times in the change, do not want to make WeChat this huge traffic pool into a pool of stagnant water, when there is a new form in the activation of traffic, you can create a huge consumption again, to Bring new growth to WeChat, and only in this way, a product may not be eliminated.

WeChat is no longer restrained, just trying to survive. When WeChat is trying to survive, creators will get more opportunities. Therefore, I suggest that every student can try to make a video number, miss this year, there will be no chance again.