The multiple-choice question has become a multiple-choice question.
Editor’s note: This article comes from the WeChat public account “Sanqu” (ID: san_3qur) , author: triple master.
WeChat’s dark mode is finally here.
Simply speaking, in the past, users viewed WeChat pages as “white background, black text”; but now if the mobile settings are set, in dark mode, the WeChat page will automatically display as “black (dark) background, white ( Shallow).
On the one hand, it protects the eyesight of users, and on the other hand, it is more convenient for users to read in dark environments. Therefore, many systems and software including Apple iOS, Zhihu, etc. have already adapted to the dark mode.
It’s the trend for the users. This is beyond doubt.
As a national application, WeChat has long been expected for its dark mode. But when this day finally came, two voices of “Like” and “Tucao” appeared on the Internet. After all, each has its own eyes, and I believe that a professional team such as WeChat cannot simply deal with many issues such as color.
The reason why the voices are different is because everyone ’s feelings and interests are different. After all, WeChat has tied the lives and work of too many people. Today, I will talk from the perspective of the operator of the public account and the “enterprise portal”. The possible effects of the “dark mode” and how to adjust it.
01. The past multiple choice questions have become multiple choice questions
Public account has become one of the most important external portals and brand-owned private media platforms for many enterprises. Can be almost identical to a PC-era website.
The advantage of public account is that the threshold is lower. WeChat provides an easy-to-use platform for free. Just like WeChat ’s slogan “No matter how small individuals have their own brands” (“Brand” in this article also refers to individuals, covering brand public account operators, public account writers, etc.).
The disadvantages are also obvious and more passive. Enterprises and brands and individuals cannot hold some of the underlying code and operations in their own hands like websites. For example, a dark mode makes countless public accounts in a garbled state:
A screenshot of a public account
Difference in shade mode, feel it yourself
Behind this issue, the role and status of the public account operator “intermediary” is highlighted: upstream is the WeChat platform operator, and downstream is the user. So when the upstream technology model changes and the downstream user experience is in urgent need of improvement, there is no reason for the “intermediary” not to immediately change the editing method and operation logic that they are used to.
In fact, “intermediaries” are not only small editors of public accounts that you are familiar with, but also many platforms that rely on WeChat platforms. Including writers and entrepreneurs of WeChat public accounts, operators of brand public accounts, picture designers, creators of emoticons, third-party technical service platform providers, etc.
WeChat launched the “Dark Mode”, which increased the difficulty of “Middlemen” exponentially. Last night, the operator of the public account could only modify their own visual system overnight; at the same time, the threshold for creators of emoticons was also constantly raised; third-party technical service platforms also had to provide elements and templates adapted to the “dual mode” … < / p>
Make an analogy: if you were doing a multiple choice question in the past, you may need to do multiple choice questions in the future, taking into account the depth and depth mode. Anyone who has taken the test knows that multiple-choice questions are more difficult than multiple-choice questions.
02. Several suggestions after Dark Mode
Under the influence of people, it can neither control the upstream WeChat platform nor affect the user experience. So, what should these “intermediaries” do? Briefly combed a few suggestions:
1. Try not to use fancy typography and reduce color saturation.
Now, the aesthetic standards of many public accounts are determined by brand leaders and user portraits. Some people prefer the simple and indifferent style, and some people like the colorful typography … There is no right or wrong standard for aesthetics.
But most of the “fancy templates” provided by third parties such as 135 and Xiumi may no longer be compatible with “dark and light mode”. In this case, the editor must try to persuade Party A and the leader, and try to use some less saturated colors.
Because you don’t know how many of your thousands of fans are using dark mode and how many people are using light mode.
Reduce color saturation and lightness. This may be the only compromise you can make at the moment.
Screenshots of recent articles
The two modes of the public account “collapsed wave function” are not much different
2. Let the public account return to the position of “original long text” and improve the quality of content.
The current needs of public account operators often have two aspects: one is to express their views through long articles; the other is to expose products and introduce activities through short content.
So many public accounts, especially the official public accounts of brands, are trying to spread it with exquisite typography, long pictures, etc. Especially short content. The content is not enough.
But in fact, the attributes and characteristics of public accounts can no longer support both long text and short content. Zhang Xiaolong mentioned in this year’s WeChat conference video: “The short content of WeChat has always been our direction.” The implication is that public platforms have increasingly become carriers of long content.
Understanding this positioning of the public number, coupled with the “dark mode” boost, it is actually forcing those short content to transfer to other hosting methods, such as video numbers. More and more public numbers carrying long content don’t need fancy typography, just dry-talk articles.
Changwen naturally poses a lot of challenges for many content exporters. In the future, only high-quality articles will be more suitable for public accounts and easier to be accepted by users. Therefore, there is only one way for the public account: return to the positioning of “original long text” and improve the quality of content.
3. Layout “video number”.
What if the company needs to publish short content? It is recommended to arrange the “video number” as soon as possible.
Now in the WeChat ecosystem, short content will be replaced more and more by “video number”, and this trend is becoming more and more obvious during the “video number” beta. The long content will continue to be displayed on the public account. In the end, the “video number” and the “public number”, even WeChat groups, applets, Tencent live platforms, etc. will cooperate with each other.
The “video number” may not be a simple vibrato and fast hand in the future. But there is a saying that “video number” is actually similar to “weibo” to some extent. This way of thinking is likely to receive a traffic dividend.
4. Don’t rely too much on a single platform.
Now, more and more users’ attention is being eroded by various platforms, and the open rate of public accounts has fallen into dogs. Around 2013, you missed the bonus of WeChat public account, and now you may still have the opportunity to catch up. But if you invest the same power in more depressions, it may bring better results.Including the “video number” in the WeChat ecosystem, but also other platforms outside Kuaishou, B station, Douyin, Xiaohongshu and other platforms.
The above also applies to all entrepreneurs, putting risks and opportunities in different baskets. A small adjustment of the dark mode, for the ecology, I did not expect that the changes are extremely great. In a buzzword: A small change in the platform, scattered on individuals, may determine their life and death.
Repositioned brand ’s own media layout. New media, including public accounts, are no longer just a channel, but one of the most important core assets of your brand and your company, as well as the most important part of business.
Get business back to business.
Re-examine and target your product’s target audience, and find where your target consumers gather. Because there is the direction and future you want.
Under the influence of people, it can neither control the upstream WeChat platform nor affect the user experience. So, what should these “intermediaries” do? Briefly combed a few suggestions:
1. Try not to use fancy typography and reduce color saturation.
Now, the aesthetic standards of many public accounts are determined by brand leaders and user portraits. Some people prefer the simple and indifferent style, and some people like the colorful typography … There is no right or wrong standard for aesthetics.
But most of the “fancy templates” provided by third parties such as 135 and Xiumi may no longer be compatible with “dark and light mode”. In this case, the editor must try to persuade Party A and the leader, and try to use some less saturated colors.
Because you don’t know how many of your thousands of fans are using dark mode and how many people are using light mode.
Reduce color saturation and lightness. This may be the only compromise you can make at the moment.
Screenshots of recent articles
The two modes of the public account “collapsed wave function” are not much different
2. Let the public account return to the position of “original long text” and improve the quality of content.
The current needs of public account operators often have two aspects: one is to express their views through long articles; the other is to expose products and introduce activities through short content.
So many public accounts, especially the official public accounts of brands, are trying to spread it with exquisite typography, long pictures, etc. Especially short content. The content is not enough.
But in fact, the attributes and characteristics of public accounts can no longer support both long text and short content. Zhang Xiaolong mentioned in this year’s WeChat conference video: “The short content of WeChat has always been our direction.” The implication is that public platforms have increasingly become carriers of long content.
Understanding this positioning of the public number, coupled with the “dark mode” boost, it is actually forcing those short content to transfer to other hosting methods, such as video numbers. More and more public numbers carrying long content don’t need fancy typography, just dry-talk articles.
Changwen naturally poses a lot of challenges for many content exporters. In the future, only high-quality articles will be more suitable for public accounts and easier to be accepted by users. Therefore, there is only one way for the public account: return to the positioning of “original long text” and improve the quality of content.
3. Layout “video number”.
What if the company needs to publish short content? It is recommended to arrange the “video number” as soon as possible.
Now in the WeChat ecosystem, short content will be replaced more and more by “video number”, and this trend is becoming more and more obvious during the “video number” beta. The long content will continue to be displayed on the public account. In the end, the “video number” and the “public number”, even WeChat groups, applets, Tencent live platforms, etc. will cooperate with each other.
The “video number” may not be a simple vibrato and fast hand in the future. But there is a saying that “video number” is actually similar to “weibo” to some extent. This way of thinking is likely to receive a traffic dividend.
4. Don’t rely too much on a single platform.
Now, more and more users’ attention is being eroded by various platforms, and the open rate of public accounts has fallen into dogs. Around 2013, you missed the bonus of WeChat public account, and now you may still have the opportunity to catch up. But if you invest the same power in more depressions, it may bring better results.Including the “video number” in the WeChat ecosystem, but also other platforms outside Kuaishou, B station, Douyin, Xiaohongshu and other platforms.
The above also applies to all entrepreneurs, putting risks and opportunities in different baskets. A small adjustment of the dark mode, for the ecology, I did not expect that the changes are extremely great. In a buzzword: A small change in the platform, scattered on individuals, may determine their life and death.
Repositioned brand ’s own media layout. New media, including public accounts, are no longer just a channel, but one of the most important core assets of your brand and your company, as well as the most important part of business.
Get business back to business.
Re-examine and target your product’s target audience, and find where your target consumers gather. Because there is the direction and future you want.