Acquaintance social subtraction, video content addition
Editor’s note: This article comes from the WeChat public account “Time fun interaction” (ID: SocialTouchCRM) , author: Keddy.
The video number is a new feature launched by the WeChat team at the beginning of this year. It has been in grayscale testing for nearly 3 months. It is said that all opportunities will be released in May.
During the grayscale test, representatives from various groups such as media big V, online celebrity blogger KOL, corporate organizations and celebrities have been invited to open video numbers, which attracted many onlookers. However, it is limited to the Internet industry with high popularity. However, there are still many people in the industry who said that they did not catch up with Douyin before, and now it is time to seize the traffic bonus of the video number.
So, how big is the traffic bonus received by the video number of 1.1 billion users on WeChat?
From the recent TOP ranking of WeChat video numbers issued by a third-party monitoring company, the video number clearly has not yet met the expectations of the industry for the video number. It can be seen that the number one Li Ziqi has less than 20W Fans.
This is related to the video number is still in the grayscale test, but if all are released, how much can this fan value grow? Shi Interestingly believes that in terms of user growth, video numbers need to focus on the following three aspects:
First, do not socialize with acquaintances
First of all, the growth of users is to pull in new ones, and the new ones here may be set in the WeChat ecosystem. Set a small goal first, how to attract 50% of the video number among 1.1 billion WeChat users, and become a loyal user and creator of the video number. This should be the first difficulty that the video number needs to overcome.
The video number is the first product function of WeChat that can centrally allocate traffic and use the recommendation mechanism. This feature is a great tool for users to pull in new and highly recommended quality contentIt is also the first time that WeChat tries to use algorithm recommendation, but the specific recommendation algorithm logic is not clear.
Shi interesting based on the recent experience, the video number recommendation mechanism is summarized in the following steps:
Firstly, when the author of the video number publishes the content, it will first be pushed to the friend user who has followed the video number. If the friend is not interested, the recommendation mechanism will not be triggered. The video will only get browsing traffic once, but it may be possible in the future Will be recommended again, watch the video content of TA;
Second, if the friend is interested and has interacted or commented on the video, the recommendation mechanism will be triggered. When there are multiple friends commenting together, the probability of the content being recommended will be higher;
Furthermore, friends who frequently contact chatting and interacting frequently will also be recommended to friends by following the browser, and in this cycle, the secondary relationship based on the socialization of acquaintances will undergo fission.
Although the overall recommendation link is based on acquaintance socialization, the content presented after being recommended is an unfamiliar social environment. You do n’t know who will appear in the video number, which friends are interested, or not Interested in myself. For example, a lot of people in the industry recently complained about watching the video number and recommended that the middle-aged uncle, not everyone likes the middle-aged uncle. It can be seen that this recommendation mechanism gives more social weight.
According to the content presented by the current video number, it can be roughly concluded that the dimensions of the recommendation algorithm mechanism include: social relations, interactive comments, likes, and interest preferences, but the interest preferences will be relatively weak. In the next step of the new process, how to improve the recommendation algorithm will be the core of the video number’s prying traffic. Among them, accurate user insights and interest preferences have a pivotal position. Contents that match the user’s interests less or are offensive must be. Caused the loss of most users.
In addition, the new users of the video number must be active people in the circle of friends. As a social tool, WeChat mainly uses chat conversations and circle of friends. Now more and more people have chosen to close the circle of friends. Or it can only be seen in three days that familiar social scenes are more difficult and costly, which is why more and more people like to show their interests and hobbies in vibrato and quick hands. Therefore, if you want to drain WeChat users, it is very likely that the users who use the circle of friends are moderated. If you want to attract groups that do not use the circle of friends often, the weight of social recommendation may need to be adjusted and weighed.
In short, the video number needs to be complementary to WeChat itself, acquaintance social subtraction, video content addition. If the video number is a social acquaintance, it is only opened compared to the circle of friendsAn external entrance, converted from picture text language to video language, the information carried will be too messy, like a mixture of Weibo and Douyin, which is too small for users, and the video number is difficult to have a large user Increment.
Second, good content ecology
It is determined that the growth of fans also depends on sticking to existing users. This is not only a problem that the creator of the video number needs to solve, but also a major difficulty for the video number. This is also the reason why the video number has been in the grayscale test, and the video number needs a period of running-in between the user and the creator.
Compared with other short video platforms, the content of the video number is currently the same as Douyin, Kuaishou, even WeChat subscription number, etc. The content style is basically the same, there are just a few: entertainment and funny life fragments, valuable knowledge information, timeliness Strong news, etc. There are very few differences in content, and even some of the creative content is simply “handling”, but regardless of the content length, picture quality, and post-editing, the current overall style of the video number tends to be rough, and the viewing experience is greatly reduced.
Of course, this video number is also working hard to change, mainly to promote the original ratio with the recommendation mechanism and review mechanism, and increase efforts to support creators to release original content in the video number.
Users are based on content. Retaining users and increasing user stickiness mainly depend on content. If the video number and creator want to retain users and enhance user stickiness, good content creation and differentiated content creation are crucial. For the post-entry video number, creating a good content ecology is the bottom line of the platform’s survival, allowing users to have the urge to use it, and there is value that other platforms cannot replace.
Three, get through WeChat ecology
In addition to the 60S video, the video number can also publish content with a link to the article, which leads to the public number and improves the flow rate of the content within WeChat. This form may change the direction of information flow within WeChat and change the public number. One-way distribution becomes multi-directional transmission.
At the same time, the video number can also be used as a bridge to connect other independent products of WeChat,For example, public accounts, applets and WeChat circles, WeChat mall-JD.com, Pinduoduo, etc., can achieve a closed marketing ecosystem that other short video platforms cannot. The opportunity for brand owners to precipitate users into private domain traffic will be greatly improved, and the loss will be lower compared to other platforms. This is also a factor that attracts many brand owners and individual creators.
Finally, for most onlookers or early adopters, it is no longer important to try a new channel form, everyone values the WeChat ecology behind the video number. So, are you ready for the video number next?