The fissile explosion is hard to come by, but it is not as serious as it might seem.
Editor’s note: This article is from WeChat public account “Fueling Finance” (ID :rancaijing), author Zhao Lei Yan Lijiao,Edit Wei Jia.
Since October 28th, the latest version of “WeChat External Link Content Management Specification” was officially implemented. The upgraded external chain specification was called “the strictest in history”. On the night, WeChat officially announced a batch of blocked external links. The list includes many bargain-selling products, such as Teng Duo Duo and Yun Ji, which are deeply harassed by users, Tencent News, Tencent Games and other Tencent own products. The netizens tweeted WeChat “initiating 狠 to even fight for themselves.”
This is not the first time that WeChat has rectified external links. Wechat has blocked several short video sharing links in the past, and during the Spring Festival this year, it also vigorously rectified the use of red envelopes to induce sharing and new use, as well as the use of QR codes, text links and Text passwords and other behaviors bypassing the rules, and named today’s headlines, Netease cloud music, Didi travel and other products.
As a social platform with 1.1 billion users, there are countless products that want to achieve various purposes through WeChat’s social relationship chain, such as the growth of users, or the shaping of brand image, or even malicious fraud. The fission gameplay on WeChat has also become an important way of Internet operation. There are several marketing explosions born in the circle of friends and WeChat groups, such as “Give me a flag” during the National Day.
“In the future, these fissile explosions are hard to come by, but the ‘blocking orders’ are not as serious as they are supposed to be. Red envelopes and spellings are still fine, but they must be in line with the norms.” A social product operation Manager Li Lin said to the burning of finance.
The strictest “outside chain specification” in the history of WeChat release
On October 18th, WeChat official public number “WeChat” published an article, will be updated on “WeChat external link content management specifications”, officially put into use on October 28. To sum up, four new types of violations have been added: illegal use of avatars, induced or misleading downloads and jumps, friend boosts, acceleration, bargaining, task collection, and other illegal activities.
For example, “Give me a flag”, WeChat prohibits the external chain from using the authorized user identity information (including but not limited to nicknames, avatars, etc.) for other purposes, such as secondary processing materials, or to help users Modify, beautify, and process the avatar, nicknamed the name and nickname that will be drawn directly.
“Give me a flag” activity on WeChat screen
Before, Tencent had complained that the violating violations will come from WeChat/QQ user avatars, nicknames and other data, and provide them to multiple flashes. The court also supported Tencent’s appeal and demanded that the vibrato stop to provide WeChat and QQ user feature data to multiple flashes. This WeChat clearly stated that the user identity information cannot be used for other purposes, and the protection of user information is also restricted. The theft of social relationship chains behind identity information.
Prohibiting the induction or misleading of downloads, jumps, and sharing really affects the effect of using WeChat diversion.
According to the rules, “money rewards, physical prizes, virtual prizes (red envelopes, coupons, points, credits, etc.) expressed or implied by the contents of the external chain cannot be obtained by users on WeChat, and need to be downloaded or jumped to the external App. “This is obvious induction, and there is a category,” the external chain content title, page copy, button description, text prompts do not match the actual effect, misleading the user to jump directly to the external App after clicking, such as the news information page click ” Expanding the full text “Directly jump to the App to see the full text is a violation.
Interestingly, in the negative case given by WeChat, there is a cash red envelope that can be downloaded by Tencent News, and a Tencent video VIP that can be received by downloading micro-vision. It is a real “one-size-fits-all”, except for downloading and jumping. Outside the app, you can’t jump to other links.
“As long as you use the benefits to guide but you can’t get it on this page, it will be illegal. This will affect some of the diversions. If you can’t be tempted, you can only find other ways to stimulate users, but the effect will definitely be discounted.” Li Lin told the Finance.
Inducing sharing is a ban on WeChat’s three orders and five applications. This new regulation further expands the scope, including bargaining, power-up, acceleration, and task collection into the scope of violations. It has plagued many people and has more bargains and train tickets. Accelerating, collecting praise, collecting blessings, collecting fragments, etc., consumes social trust and causes social pressure to improve a lot.
In addition to inducing downloads, jumps, and sharing, WeChat has also specifically regulated the group. “The compliant and respectful user experience team can bring convenience to users, but for fraud, fraud, We have refused to vote for the nature of the lottery and the unclear rules. WeChat emphasizes.
Visible puzzles are still possible, but the rules are clear, all participants must be paid fairly, and the physical or virtual items obtained must be equal regardless of quality or quantity. They cannot be used for lottery, nor can they set up loopholes to deceive users.
The core of WeChat management is whether to induce
All along,As a national-level social portal, WeChat is a rich mine in the eyes of merchants, enterprises and black goods. It can be said that any product or person with profit intentions wants to use WeChat’s social relationship chain with the lowest cost and the fastest. Speed gains users and benefits, but these high-frequency anomalous behaviors outside of normal social interactions will have a more or less impact on WeChat’s social ecology.
In 2016, Zhang Xiaolong said in the WeChat Open Class PRO campaign held in Guangzhou, “For WeChat and WeChat platforms, the more challenges we have now are not to do more, but to block them. How many things.”
Social is the bottom line. When more and more people feel social pressure on WeChat, users will leave WeChat, which is why the circle of friends will launch “half-year visible”, “three-day visible” and “one month”. Visible, it is also the reason why WeChat does not fully introduce other services of Tencent. “WeChat will try to avoid too much socializing,” says a socialist.
In the list of the outer chain of the micro-envelope killing, Tencent is in a good position. Burning Finance interviewed an operator from Tencent Games. He believes that the specification of WeChat outside the chain is the same. “(We) are now The operation of WeChat fission is relatively small, and it is also blocked because it is also worried about the penalty mechanism.
In his view, WeChat’s social operation is very important for the startup’s products. In terms of games, social relationships have always been a magic weapon for user growth and retention. Tencent Games So it’s so powerful, and it’s inseparable from the direct introduction of the WeChat social relationship chain.
Even without the direct support of WeChat, you can use the social chain to achieve your goals from the user’s point of view.
“WeChat operation can bring the most direct exposure, which is the private domain traffic we talk about. In the case of WeChat public account, the main communication channel of the article is the circle of friends, the user forwards a circle of friends, which can bring about an average 10 to 15 clicks. The circle of friends uses a higher frequency than the list of subscription numbers, and large-scale forwarding is the fastest way to detonate a high-quality content.” A content operation person in Netease H5 told Burning Money.
Netease H5 has repeatedly detonated the circle of friends, the success is not through the induction of fission, but the user spontaneously spread.
“We all joked that adding friends is to become each other’s private traffic, even if two people have not had a private letter after adding a friend, they can also create value for each other through the circle of friends. For example, just after a star, I knew it from the circle of friends for the first time, then went to Weibo to watch it, and then I went to the circle of friends. Everyone is actually this way. Many times spontaneous sharing is more effective than inductive sharing, and it will not violate WeChat. Regulations,” said the Netease person.
WeCell fission is divided into two types. One is that there is no interest to guide fission. It is generally based on high-quality and interesting content that allows users to share spontaneously. The other is that there is interest-induced fission, induction.Type fission growth must require bait, the most common bait is money, interest temptation; then resources, rights and other things that can not measure the price, the use of people’s demand for access to certain resources.
“Although the most stringent external chain regulations come, it does not mean that the outer chain will disappear completely. Bargaining, accelerating, collecting blessings, etc. can all be. The principle of WeChat is that it cannot induce sharing, if it is the user’s spontaneous forwarding or sharing. There is no problem with behavior, but WeChat will prevent large-scale sharing under induction and avoid bad influence on social ecology.” Li Lin said.
Netease operators believe that under the strict control of WeChat, many of the fission gameplay against WeChat does not play. “Everyone wants to use lower costs for higher returns, which is why so many people believe in growth hacking theory. But in the WeChat ecosystem, using compliance to do growth and marketing is relatively more sustainable. .”
At present, in addition to WeChat, there is also a short video platform with high traffic such as vibrato and fast hand, which gives more opportunities for traffic gameplay. At present, short video traffic gameplay is also the hottest topic in the industry.
WeChat has upgraded the external chain specification several times in the past 3 years
The specification of WeChat external chain has been implemented since 3 years ago and is gradually upgraded.
As early as April 2016, WeChat released the “External Link Content Management Specification”, which listed eight categories of violations including induction sharing, inductive attention, H5 games, test content, and illegal access to user data. And introduced specific rules and penalties.
In spite of the detailed introduction of various external chains that were forbidden at the time, some marketing methods developed later did not attract special attention from WeChat at the time. Nowadays, the squad is only used as a small part of the induction sharing. It can also be seen that while WeChat perfects every external chain specification, it actually has an external chain of important norms, such as H5, identification code, password or spelling group.
On the evening of May 18, 2018, WeChat issued the “Announcement on Further Upgrading the External Chain Management Rules.” The content includes prohibiting the release of marketing class identification code, password class information, prohibiting the change of user return path and prohibiting the use of floating layer containing user privacy data.
Identification code, password information, the idea is for the Taobao e-commerce platform link. WeChat once blocked the Taobao network link. To this end, Taobao switched to the password code for sharing and dissemination, and sent it to friends through WeChat paste. After the friend copied the password code, the Taobao network could be opened to jump directly to the product page.
Copy passwords on WeChat, Taobao can open directly
At the same time, the WeChat team said in the announcement that “external links must not disseminate content containing audiovisual programs in any form without obtaining a legal license such as permission to broadcast audiovisual programs on the information network.” This article caused no Small controversy. At the time, many video platforms on the market did not hold a network audiovisual license. Tencent is among the list of licensees for Internet audiovisual program services announced by the State Administration of Radio and Television. Some people believe that the WeChat move is to favor the “self” micro-vision.
Afterwards, WeChat removed this rule in a supplementary announcement to re-issue the upgrade management rules. After that, almost every kind of screen-screening circle, in an attempt to benefit from WeChat’s powerful traffic, was killed by the micro-envelope.
On January 27 this year, WeChat officially issued a “Notice on the Recent Induction of Violation and Malicious Confrontation”, which reported the handling cases of the illegal chain promotion in the WeChat circle of friends. Many giant companies were named. For example, Didi, Jingdong to test, red envelope rewards, etc., induce users to share with friends through WeChat; today’s headlines in the form of red packets to induce sharing and so on.
At the time, WeChat had a very clear explanation. The sharing of tests and red envelopes was an inducement, and it was heavier to circumvent confrontation or repeated confrontation. The subject of multiple violations and confrontation would limit WeChat landing. WeChat will adopt a step-by-step mechanism for violations that violate multiple violations and confrontational behaviors.
Why does WeChat even seal its own products?
WeChat repeatedly regulates the external chain, which not only purifies its own social ecology, but also provides users with a comfortable community atmosphere to ensure retention; at the same time, it also avoids traffic outflow and protects user privacy.
WeChat is a super platform that covers global traffic. When the flow price becomes more and more scarce and expensive, it is naturally a “shortcut” through the external chain on the WeChat “蹭 traffic” and “pull new”.
In recent years, the group has become one of the common forms of shopping for e-commerce, and WeChat has always been the main “position” for activities such as grouping and friend bargaining. “Help me click”, “Cut me a knife” and other interpersonal needs are more and more, sometimes you need to download the app, and accumulate enough friends to click on the rewards. Over time, this kind of new way makes a lot of People are resentful.
“Cut a knife” makes many people resentful
The domestic social e-commerce is gradually rising with the development of WeChat, but these external links are also regarded by many as “mental harassment”. In addition to social e-commerce, many links that induce sharing even contain fraudulent content, goods that infringe on the legitimate rights and interests of others, rumors, illegal business and suspicious service content, etc., also affect the lives of other people in the “friend circle.”
“With more than 1.1 billion users, such a huge volume is related to the future of WeChat and Tencent. Now many people are starting to escape from the circle of friends. WeChat needs to ensure the retention of users and the time of staying with users. The quality of the content, the community atmosphere, even Tencent’s own products can not be exceptional ‘exempt’.” A social product manager told the Finance.
In the 2019 WeChat night, Zhang Xiaolong said that good products require a certain degree of dictatorship, otherwise it will contain many different opinions so that the product personality will be torn apart. Many products do not treat themselves as products, and do not treat users as users. And WeChat, did both, and kept the bottom line for a good product.
In the revised version of the “Specifications”, WeChat said: “WeChat is a way of life, and the circle of friends is the space for users to share and pay attention to the lives of their friends.” This is also Zhang Xiaolong’s product philosophy, he has been in multiple public As the occasion has said, what he really wants is the active sharing of content appeal.
From the perspective of corporate interests, WeChat also has the incentive to punish some of the illegal links. Indulging in the outer chain, the essence is to divert the WeChat traffic and achieve the opponent.