Everyone is very interested in WeChat data and gossip, and I will talk to you today.
Editor’s note: This article is from WeChat public account “Internet and entertainment geeks” ( ID: TMTphantom), author Yu Pei.
During the Mid-Autumn Festival, because the head of the thief group greeted the absinthe, greeted the air conditioner, and played games (not the blue moon), he got a bad cold after the festival. However, this did not prevent me from eating and drinking with friends in the Internet industry and talking about the enthusiasm of various gossips.
WeChat is the mobile app with the most users and the longest user time in the country and the world. This is undisputed. However, Tencent officially disclosed little information on WeChat, limited to MAU (monthly users), and occasionally DAU, and the penetration rate of WeChat applet. As for investors and industry insiders, the circle of friends, the public number, WeChat payment, WeChat advertisement, and WeChat e-commerce ecology are not only without official data, but also difficult to crawl through technical means such as crawling.
This blame group will certainly not pretend to have any magic crawlers, can capture the sensitive data inside WeChat – if there is such a thing, it is estimated that Tencent has been blocked. In fact, most of the data and gossip we have about WeChat are asked at the dinner table, wine table, coffee table, or from WeChat group. After our intuitive judgment and comparison verification, we believe that the data is more realistic, then share it.
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The style of this thief’s head is much like the shepherd’s red lyrics
WeChat public number
There is no doubt that the traffic of the public account (based on PV) is declining, but the magnitude of the decline is not as big as the outside world thinks.
In the past 2-3 years, the average opening rate of the public number has dropped from around 5% to less than 3%; that is, a super public number of 1 million fans has pushed a message, expecting only about 30,000 readings. Of course, the public number of vertical, original content, the opening rate will be significantly higher – for example, the opening rate of this strange group is more than 10%.
At the same time, the total number of WeChat public accounts has increased from 20 million to 50 million; even if the “zombie” that has not been updated for a long time is removed,There are currently at least 30 million public accounts in operation. Although the opening rate has dropped, the number of daily information pushes has also increased, and the PV is still roughly stable – steady and declining.
In any case, the WeChat public account can still maintain about 100 million DAU, including many high-quality readers. For example, readers of this blame group may not be able to imagine reading the contents of this blame group on the headline number, the big fish number, the hundred family number or the microblog. About 100 million DAUs are not significantly lower than today’s headlines or Weibo.
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This thief has only the public number and the penguin number, and there is no other number
Approximately 3% of the WeChat public account has a low open rate? It depends on who compares with. Everyone has used Taobao’s “message” function, the opening rate of the gadget has been less than 2%, I guess it may be less than 1% now. As for the Taobao merchant group… Does the gadget have an open rate? The opening rate of the vibrato is more to watch, because it is algorithm-oriented, and your fans may not be able to see your push.
All in all, the WeChat public account is still the most important distribution center for high-quality graphic information. How to realize it? The main thing is: to receive advertisements (including Tencent’s and their own), write soft articles, sell things, and pay for knowledge. How much money can the head public number make? The problem of annual income of several hundred million and annual profit of tens of millions is not big. Note that this blame group is not a profitable public number, no profit.
WeChat friends circle
The PV of the circle of friends is indeed declining, but the decline is very flat. To be honest, Zhang Xiaolong’s restraint is one of the reasons for the decline in PV in the circle of friends. He encourages you to close the circle of friends, not to see the circle of friends, but also to vigorously attack the circle of inducing friends and friends. Until July of this year, small programs can not be directly forwarded to the circle of friends, and now can be served through advertising. Zhang Xiaolong certainly has his own considerations.
WeChat friends circle advertising is still very accurate, although not necessarily as accurate as headlines, vibrato, but it is the most effective in Tencent’s advertising. Unfortunately, the advertising threshold of the circle of friends is too high, resulting in most small and medium-sized businesses can not vote. In history, the advertising circle of friends is mainly based on CPM/CPD settlement. Recently, more and more attention has been paid to the effect. Therefore, most of the advertisements in the circle of friends of the thief group are game purchases…
In other words, there is a big problem with advertising in the circle of friends: as long as your screen stays on the ad for 3 seconds, it is an exposure. When we brush our circle of friends, we often turn over and over the brush, which will cause a lot of invalid exposure. This is the letter