@All new media people
Editor’s note: This article comes from the WeChat public account “new list” (ID: newrankcn) , author: truffles.
Today we see some new media groups discussing such a topic:
This is not a joke or a paragraph, but the truth after the new ranking rule of the WeChat subscription number gray test Portrayal.
Many peers have reported that WeChat is performing a gray test on the optimization of the reading efficiency of the subscription number message list. From the internal test, the message order of WeChat “subscription number message” is disrupted, and the subscription number Pushes are no longer sorted by timeline. This situation was discovered by users as early as last year, and now more users are grayed out.
Many people are discussing, how might WeChat think about it? What impact will the disruption of the WeChat subscription number timeline have on operators? What do users think of this change?
01 WeChat optimizes “reading efficiency”, Subscription number message order is disrupted
The ordering of the message list of WeChat subscription numbers has been disrupted. At the end of last year, Android users have reported that they have been grayed out. Since the beginning of this year, more and more users have paid attention and started discussing this change.
As you can see from the screenshot, the order of pushes 7 hours ago is above the pushes 1 hour ago. According to the feedback from users who have received the grayscale, sometimes they can see the article published yesterday on the first screen of the subscription number message.
According to WeChat official response to multiple media, WeChat is responding to the subscription The list will be tested for “reading efficiency optimization” grayscale test, and the content of the subscription number received within a certain period of time will be optimized according to the user’s reading preferences.
The subscription number message arrangement of users who are reached by grayscale will change dynamically according to “Subscription number quality, user’s preference for subscription number, and content quality of mass-published articles” .
It is worth noting that the “reading efficiency optimization” function emphasized by WeChat is not “Smart recommendation” , but to sort and optimize the content published by the subscription number that the user has followed; and this optimization is only to adjust the sorting, and the content still exists in the user’s subscription list.
02 WeChat wants to reduce the cost of reading choices for users, And users want “choice”?
WeChat defines the new function as “optimization of reading efficiency”.
According to WeChat’s explanation of the public account “InfoQ”, from the user’s perspective, WeChat believes that with the increase in the subscription of the public account, the user receives more and more content, and the cost will increase when reading options. Through “optimization of reading efficiency”, users can improve the reading efficiency of high-quality content. The content of the subscription number that users prefer to watch will be displayed preferentially for easy reading.
This is really convenient for many users, especially those who pay attention to a large number of public accounts but do not have the time or energy to view the content one by one.
A user who has been in the upper limit of the number of subscription numbers for many years said that nearly 1,000 public accounts have new content pushed almost every minute. Once they are busy for several hours without brushing the public account, they will miss a lot of news. But it takes time and effort to check and obtain the information he wants one by one, so he is looking forward to and welcoming this new feature.
Some users also said that under the previous push sort, some good content with low update frequency, if readers do not open the information flow list to read during update, it is easy to be brushed by other content Go on, and after the improvement, these good content is easier to find.
However, there are many users who do not recognize this improvement. Some people claim that this is a “self-intelligent” change. “Why should I subscribe to the content to be screened again, please return the choice to the user.”
The reasons why many users do not approveThe majority lies in the following three points:
1. Break the habit of reading by time
2. You may not be able to see the push content of many accounts
3. The user does not have the right to choose, hoping to allow the user to choose which presentation method
There are also users who spit out in the comments: “People’s Daily’s epidemic report, panicked under intelligent sorting, 700,000 in a while, 660,000 in a while, and 680,000 in a while.”
Many people likened this improved feature of WeChat to Weibo. Since 2012, Weibo has disrupted the timeline of Weibo users ’homepage content on the grounds of“ improving reading efficiency ”. Influencing factors include the quality of bloggers, user preferences, and the sinking of homogeneous content to avoid screen scrubbing.
There are many complaints from users who have expressed dissatisfaction, failed to brush their friends ’Weibo content, missed some important information, etc. Many Weibo users have sought various ways to return the homepage to the normal timeline, such as Search for “…”, for example to download the international version.
WeChat’s improvement will be similar to the situation, or it will make users feel “true fragrance”, and it will take time to verify. However, for users who do not like the disruption of the timeline, there is still a solution. You can click on the upper right corner of the “Subscription Number Message” to enter the conversation mode and view the information arranged in chronological order.
03 WeChat seeks long-term value, How does it affect operators?
Every small step of WeChat may have a significant impact on operators.
For “optimization of reading efficiency”, WeChat believes that, from the operator ’s perspective, this is a fairer way to display, and those public accounts that attract fans through induced attention and violations will be more It is difficult to get inconsistent readings; and an account that really depends on content to attract fans, its content will more efficiently reach regular reading fans.
In fact, this improvement is not without warning. WeChat has been optimizing the reading experience.
In July 2019, the WeChat grayscale test subscription number “Batch Block”Features , WeChat said at the time” Some users do not read too many subscription numbers at a time. The existence of these accounts in the user’s information list will affect the user’s efficiency in filtering content. ” Ways to improve users ’reading efficiency.
And this time, WeChat will optimize the reading efficiency more directly, starting from the information flow of the subscription number Improve.
It is not difficult to find that for a long time, WeChat has been constantly optimizing the specifications to support original content and “small and beautiful” accounts. For WeChat, these are important means for creating long-term value for the platform.
During this optimization process, some operators expressed concerns.
“Is the difficulty of new media operation increasing again?”, the new media operation of a certain brand said that the brand public account itself has a greater proportion of product promotion tasks, and many times will push articles of an advertising nature Optimization may surprise that my own push may not even be seen by readers.
At the same time, advertising soft articles posted by brands may also face a traffic crisis, and whether it will affect operator advertising is also a matter of concern for many people.
As for the influencing factors such as “the quality of the subscription number” and “the quality of the content of mass-published articles”, Some operators have also questioned this, how to judge “quality”? How to evaluate “content quality”? Is there any possibility of human intervention?
Although WeChat did not publish more detailed algorithm information, it is not difficult to speculate that frequently read accounts, article read-through rate, social algorithms , etc. may become important factors that affect the ranking.
Therefore, improving content quality and increasing user stickiness have become challenges that every operator must face.
However, this feature does bring more exposure opportunities for high-quality content. Good content with low update frequency is no longer seen by the “bottom box”, and the long tail of high-quality content Traffic will also increase further, and users have the opportunity to brush up on good articles posted a few days ago.
This is also as Zhang Xiaolong mentioned in the “WeChat Open Class” at the beginning of the year, “In an era where everyone can create, the long-tailed trumpet has its own living space.” He believes that for the public account, the user ’s The choice is limited.
WeChat is creating entrances for more high-quality content and accounts through social recommendations such as “look at”, new entries such as public accounts and related reading, and “reading efficiency optimization” that is being tested in grayscale.
“Push” this matter, Zhang Xiaolong is also very cautious. Say: “What information to push determines what information the user will see and what kind of world he is in. This is a question that we have to think about frequently, and it is also the direction we are working on.” >
So for these attempts, do n’t rush to criticize or deny it, let the bullets fly for a while.
According to WeChat official response to multiple media, WeChat is responding to the subscription The list will be tested for “reading efficiency optimization” grayscale test, and the content of the subscription number received within a certain period of time will be optimized according to the user’s reading preferences.
The subscription number message arrangement of users who are reached by grayscale will change dynamically according to “Subscription number quality, user’s preference for subscription number, and content quality of mass-published articles” .
It is worth noting that the “reading efficiency optimization” function emphasized by WeChat is not “Smart recommendation” , but to sort and optimize the content published by the subscription number that the user has followed; and this optimization is only to adjust the sorting, and the content still exists in the user’s subscription list.
02 WeChat wants to reduce the cost of reading choices for users, And users want “choice”?
WeChat defines the new function as “optimization of reading efficiency”.
According to WeChat’s explanation of the public account “InfoQ”, from the user’s perspective, WeChat believes that with the increase in the subscription of the public account, the user receives more and more content, and the cost will increase when reading options. Through “optimization of reading efficiency”, users can improve the reading efficiency of high-quality content. The content of the subscription number that users prefer to watch will be displayed preferentially for easy reading.
This is really convenient for many users, especially those who pay attention to a large number of public accounts but do not have the time or energy to view the content one by one.
A user who has been in the upper limit of the number of subscription numbers for many years said that nearly 1,000 public accounts have new content pushed almost every minute. Once they are busy for several hours without brushing the public account, they will miss a lot of news. But it takes time and effort to check and obtain the information he wants one by one, so he is looking forward to and welcoming this new feature.
Some users also said that under the previous push sort, some good content with low update frequency, if readers do not open the information flow list to read during update, it is easy to be brushed by other content Go on, and after the improvement, these good content is easier to find.
However, there are many users who do not recognize this improvement. Some people claim that this is a “self-intelligent” change. “Why should I subscribe to the content to be screened again, please return the choice to the user.”
The reasons why many users do not approveThe majority lies in the following three points:
1. Break the habit of reading by time
2. You may not be able to see the push content of many accounts
3. The user does not have the right to choose, hoping to allow the user to choose which presentation method
There are also users who spit out in the comments: “People’s Daily’s epidemic report, panicked under intelligent sorting, 700,000 in a while, 660,000 in a while, and 680,000 in a while.”
Many people likened this improved feature of WeChat to Weibo. Since 2012, Weibo has disrupted the timeline of Weibo users ’homepage content on the grounds of“ improving reading efficiency ”. Influencing factors include the quality of bloggers, user preferences, and the sinking of homogeneous content to avoid screen scrubbing.
There are many complaints from users who have expressed dissatisfaction, failed to brush their friends ’Weibo content, missed some important information, etc. Many Weibo users have sought various ways to return the homepage to the normal timeline, such as Search for “…”, for example to download the international version.
WeChat’s improvement will be similar to the situation, or it will make users feel “true fragrance”, and it will take time to verify. However, for users who do not like the disruption of the timeline, there is still a solution. You can click on the upper right corner of the “Subscription Number Message” to enter the conversation mode and view the information arranged in chronological order.
03 WeChat seeks long-term value, How does it affect operators?
Every small step of WeChat may have a significant impact on operators.
For “optimization of reading efficiency”, WeChat believes that, from the operator ’s perspective, this is a fairer way to display, and those public accounts that attract fans through induced attention and violations will be more It is difficult to get inconsistent readings; and an account that really depends on content to attract fans, its content will more efficiently reach regular reading fans.
In fact, this improvement is not without warning. WeChat has been optimizing the reading experience.
In July 2019, the WeChat grayscale test subscription number “Batch Block”Features , WeChat said at the time” Some users do not read too many subscription numbers at a time. The existence of these accounts in the user’s information list will affect the user’s efficiency in filtering content. ” Ways to improve users ’reading efficiency.
And this time, WeChat will optimize the reading efficiency more directly, starting from the information flow of the subscription number Improve.
It is not difficult to find that for a long time, WeChat has been constantly optimizing the specifications to support original content and “small and beautiful” accounts. For WeChat, these are important means for creating long-term value for the platform.
During this optimization process, some operators expressed concerns.
“Is the difficulty of new media operation increasing again?”, the new media operation of a certain brand said that the brand public account itself has a greater proportion of product promotion tasks, and many times will push articles of an advertising nature Optimization may surprise that my own push may not even be seen by readers.
At the same time, advertising soft articles posted by brands may also face a traffic crisis, and whether it will affect operator advertising is also a matter of concern for many people.
As for the influencing factors such as “the quality of the subscription number” and “the quality of the content of mass-published articles”, Some operators have also questioned this, how to judge “quality”? How to evaluate “content quality”? Is there any possibility of human intervention?
Although WeChat did not publish more detailed algorithm information, it is not difficult to speculate that frequently read accounts, article read-through rate, social algorithms , etc. may become important factors that affect the ranking.
Therefore, improving content quality and increasing user stickiness have become challenges that every operator must face.
However, this feature does bring more exposure opportunities for high-quality content. Good content with low update frequency is no longer seen by the “bottom box”, and the long tail of high-quality content Traffic will also increase further, and users have the opportunity to brush up on good articles posted a few days ago.
This is also as Zhang Xiaolong mentioned in the “WeChat Open Class” at the beginning of the year, “In an era where everyone can create, the long-tailed trumpet has its own living space.” He believes that for the public account, the user ’s The choice is limited.
WeChat is creating entrances for more high-quality content and accounts through social recommendations such as “look at”, new entries such as public accounts and related reading, and “reading efficiency optimization” that is being tested in grayscale.
“Push” this matter, Zhang Xiaolong is also very cautious. Say: “What information to push determines what information the user will see and what kind of world he is in. This is a question that we have to think about frequently, and it is also the direction we are working on.” >
So for these attempts, do n’t rush to criticize or deny it, let the bullets fly for a while.
Some users also said that under the previous push sort, some good content with low update frequency, if readers do not open the information flow list to read during update, it is easy to be brushed by other content Go on, and after the improvement, these good content is easier to find.
However, there are many users who do not recognize this improvement. Some people claim that this is a “self-intelligent” change. “Why should I subscribe to the content to be screened again, please return the choice to the user.”
The reasons why many users do not approveThe majority lies in the following three points:
1. Break the habit of reading by time
2. You may not be able to see the push content of many accounts
3. The user does not have the right to choose, hoping to allow the user to choose which presentation method
There are also users who spit out in the comments: “People’s Daily’s epidemic report, panicked under intelligent sorting, 700,000 in a while, 660,000 in a while, and 680,000 in a while.”
Many people likened this improved feature of WeChat to Weibo. Since 2012, Weibo has disrupted the timeline of Weibo users ’homepage content on the grounds of“ improving reading efficiency ”. Influencing factors include the quality of bloggers, user preferences, and the sinking of homogeneous content to avoid screen scrubbing.
There are many complaints from users who have expressed dissatisfaction, failed to brush their friends ’Weibo content, missed some important information, etc. Many Weibo users have sought various ways to return the homepage to the normal timeline, such as Search for “…”, for example to download the international version.
WeChat’s improvement will be similar to the situation, or it will make users feel “true fragrance”, and it will take time to verify. However, for users who do not like the disruption of the timeline, there is still a solution. You can click on the upper right corner of the “Subscription Number Message” to enter the conversation mode and view the information arranged in chronological order.
03 WeChat seeks long-term value, How does it affect operators?
Every small step of WeChat may have a significant impact on operators.
For “optimization of reading efficiency”, WeChat believes that, from the operator ’s perspective, this is a fairer way to display, and those public accounts that attract fans through induced attention and violations will be more It is difficult to get inconsistent readings; and an account that really depends on content to attract fans, its content will more efficiently reach regular reading fans.
In fact, this improvement is not without warning. WeChat has been optimizing the reading experience.
In July 2019, the WeChat grayscale test subscription number “Batch Block”Features , WeChat said at the time” Some users do not read too many subscription numbers at a time. The existence of these accounts in the user’s information list will affect the user’s efficiency in filtering content. ” Ways to improve users ’reading efficiency.
And this time, WeChat will optimize the reading efficiency more directly, starting from the information flow of the subscription number Improve.
It is not difficult to find that for a long time, WeChat has been constantly optimizing the specifications to support original content and “small and beautiful” accounts. For WeChat, these are important means for creating long-term value for the platform.
During this optimization process, some operators expressed concerns.
“Is the difficulty of new media operation increasing again?”, the new media operation of a certain brand said that the brand public account itself has a greater proportion of product promotion tasks, and many times will push articles of an advertising nature Optimization may surprise that my own push may not even be seen by readers.
At the same time, advertising soft articles posted by brands may also face a traffic crisis, and whether it will affect operator advertising is also a matter of concern for many people.
As for the influencing factors such as “the quality of the subscription number” and “the quality of the content of mass-published articles”, Some operators have also questioned this, how to judge “quality”? How to evaluate “content quality”? Is there any possibility of human intervention?
Although WeChat did not publish more detailed algorithm information, it is not difficult to speculate that frequently read accounts, article read-through rate, social algorithms , etc. may become important factors that affect the ranking.
Therefore, improving content quality and increasing user stickiness have become challenges that every operator must face.
However, this feature does bring more exposure opportunities for high-quality content. Good content with low update frequency is no longer seen by the “bottom box”, and the long tail of high-quality content Traffic will also increase further, and users have the opportunity to brush up on good articles posted a few days ago.
This is also as Zhang Xiaolong mentioned in the “WeChat Open Class” at the beginning of the year, “In an era where everyone can create, the long-tailed trumpet has its own living space.” He believes that for the public account, the user ’s The choice is limited.
WeChat is creating entrances for more high-quality content and accounts through social recommendations such as “look at”, new entries such as public accounts and related reading, and “reading efficiency optimization” that is being tested in grayscale.
“Push” this matter, Zhang Xiaolong is also very cautious. Say: “What information to push determines what information the user will see and what kind of world he is in. This is a question that we have to think about frequently, and it is also the direction we are working on.” >
So for these attempts, do n’t rush to criticize or deny it, let the bullets fly for a while.
And this time, WeChat will optimize the reading efficiency more directly, starting from the information flow of the subscription number Improve.
It is not difficult to find that for a long time, WeChat has been constantly optimizing the specifications to support original content and “small and beautiful” accounts. For WeChat, these are important means for creating long-term value for the platform.
During this optimization process, some operators expressed concerns.
“Is the difficulty of new media operation increasing again?”, the new media operation of a certain brand said that the brand public account itself has a greater proportion of product promotion tasks, and many times will push articles of an advertising nature Optimization may surprise that my own push may not even be seen by readers.
At the same time, advertising soft articles posted by brands may also face a traffic crisis, and whether it will affect operator advertising is also a matter of concern for many people.
As for the influencing factors such as “the quality of the subscription number” and “the quality of the content of mass-published articles”, Some operators have also questioned this, how to judge “quality”? How to evaluate “content quality”? Is there any possibility of human intervention?
Although WeChat did not publish more detailed algorithm information, it is not difficult to speculate that frequently read accounts, article read-through rate, social algorithms , etc. may become important factors that affect the ranking.
Therefore, improving content quality and increasing user stickiness have become challenges that every operator must face.
However, this feature does bring more exposure opportunities for high-quality content. Good content with low update frequency is no longer seen by the “bottom box”, and the long tail of high-quality content Traffic will also increase further, and users have the opportunity to brush up on good articles posted a few days ago.
This is also as Zhang Xiaolong mentioned in the “WeChat Open Class” at the beginning of the year, “In an era where everyone can create, the long-tailed trumpet has its own living space.” He believes that for the public account, the user ’s The choice is limited.
WeChat is creating entrances for more high-quality content and accounts through social recommendations such as “look at”, new entries such as public accounts and related reading, and “reading efficiency optimization” that is being tested in grayscale.
“Push” this matter, Zhang Xiaolong is also very cautious. Say: “What information to push determines what information the user will see and what kind of world he is in. This is a question that we have to think about frequently, and it is also the direction we are working on.” >
So for these attempts, do n’t rush to criticize or deny it, let the bullets fly for a while.