This article comes from the WeChat public account: Vista watch the world (ID: vistaweek) , author: Luna, from FIG head: IC photo
“3 minutes of song with 15 seconds of advertising”
Contemporary free users understand that their “White Lady” space is destined to become smaller and smaller, but they still can’t help but fight back after the experience is hurt. For example, the incident of “QQ Music Insertion Advertisement” was suddenly scolded two days ago.
Some netizens complained that they were forced to play voice advertisements while listening to songs-they were listening to their carefully arranged playlists, and suddenly a strange voice began to be spoken by their ears, and they could not be cancelled or skipped Ever.
After fierce condemnation, QQ Music responded that this was a grayscale test conducted by a small number of non-green diamond users, recommending new songs recorded by “listening singers” between the two songs.
Sounds like a good thing, but the effect is counterproductive.
From the feedback of users who encounter this situation, it seems that the introduction of QQ music did not let users get the surprise of “You understand me”, but most of them were disgusted by the shock.
In the case where it cannot be skipped, the “Membership Free” on the recommendation pageThe five words appear so unexpectedly-but they are familiar routines.
Membership-free advertising is already commonplace for modern people in 2020. Whether it ’s a free app, mobile game, or video site, you are almost always given a choice: do you want money or time?
In the audio software such as Himalayan and Dragonfly FM, the function of inserting advertisements during the play is not new. You can often see that users are angry and spit out their recommendations after being startled.
The QQ music made netizens so angry this time, probably because the form of promotion really impacted the people ’s habit of listening to songs.
When watching variety shows and TV shows online, there are often small theater advertisements in the middle, but users generally have the right to choose to fast-forward; moreover, the total time of more than ten seconds in the long content is forty minutes to one or two hours Here, it doesn’t seem so abrupt.
However, the comparison of the length of a song in three or four minutes and a 15-second advertisement will greatly magnify this discomfort.
“Even if you can put ads here” is the main point in the complaint.
Of course, if you really are so resistant, the simplest solution is to give up resistance and follow the trend of payment once and for all.
But you will find that there is no shortage of green diamond users in the attack on QQ music. They heard the news and were very angry. They said bluntly, “I dare to do this, then I will not renew the fee.”
This sudden wave of condemnation may also be because Chinese users have “had a long grudge” on the membership system of the music app – this VIP has 108 ways to make you worry if you ca n’t open it.
From the day the two giants QQ Music and NetEase Cloud Music launched a life-and-death copyright war, users have been facing two major problems:
The scope of VIP can only be expanded step by step;
After buying a VIP, the song list is “grey.”
The pain point of the former is that he is poor, but the latter is even more angry, as if the courier was stolen during the online shopping, and the money bought a loneliness.
A hard core to ensure that you listen to your songs without failUser mobile phone essential
But even after buying all the VIPs, domestic music users have not been able to listen unhindered like Apple Music or Spotify users. Instead, they often face the situation of “repeating spending”:
Some singers ’new albums have a double threshold of“ VIP + buy digital albums ”. It takes more than a sum of money for a song. Although the price is not unusual, it gives people the illusion of paying for tolls.
Moreover, it is a personal subjective question whether a song can be enjoyed, but its consumption is a hammer trade, and it is unpleasant to regret it after buying it.
Such as the game platform steam will set up a refund mechanism within certain conditions to protect people’s “repentance right”; some music APP’s “listening function” is only for you to play the beginning, encounter the prelude’s specialty, fundamental I can’t hear it.
This kind of experience makes people feel that the money is uncomfortable, and they will especially regret it when they regret it.
It ’s not hard to find a strange trend: Although knowledge copyrights continue to be popularized in our country, more and more people understand that this should be a paid purchase service, but they always feel that this money is distracting. should.
Do not open members, scolding. After opening, still want to scold.
This does n’t just happen on the music app. Almost every platform that wants to buy members for content is experiencing reluctant complaints from users.
Who did it wrong?
More painful than spending money, it is a blunt knife to cut the meat
The fact that I have to admit is that the domestic content payment system has just started for four or five years, and the data such as the payment rate is still far lower than the same type of foreign platforms.
For example, despite the payment of QQ Music in the fourth quarter of 2019The rate has finally increased to 6.2% (only 4.2% in the same period in 2018), but it is still very pitiful compared to international giants like Spotify.
According to the financial report, even large manufacturers such as Youai Teng are constantly exploring profitable business models.
In the user’s personal experience, this kind of exploration does happen step by step, and it is very similar to the platform step by step “forcing” you have to pay.
Although Chinese users ’willingness to pay cannot be cultivated in one go, users who have undergone all these changes will inevitably feel that they are always giving in step by step.
Insertion ads, a promotion method that greatly affects the experience, make so many people angry, presumably because people feel that squeezing to this point is really a bit “over the border”.
It is of course difficult to define the means by which users are encouraged to pay, but domestic users have indeed experienced step-by-step user experiences that are so bad and unrestricted in the past few years before they finally decide to pay.
Pre-show ads, from 15 seconds to 30 seconds to 60 seconds, and now 120 seconds are almost standard;
The speed limit of the network disk for ordinary users is as low as a single-digit KB / sec. What is more speechless is that the so-called “open member speed-up” is just to restore the speed of others’ Internet speed to normal levels.
Last year, Tencent ’s video was scolded for “Qing Yu Nian”, which is also an essential one.Unpredictable “continue to test on the edge of angering users”, and the test failed.
Tencent later apologized for this, saying it was “not enough thoughtfulness” for users.
Is the big manufacturers really not considerate enough? Probably just pretending not to know that many users have already experienced it-
“Buy a VIP that can only be advertised → buy a formal VIP that can watch solo shows → buy a VIP that can also be used on the TV side”
—— A process where spending money can never be in place.
When the drama is on the top, people suddenly find that the VIP rights they have paid for are actually weakened. It is really difficult not to feel that they are being played.
This experience is a bit similar to the experience of a netizen when reading a WeChat paid article: when he read the most critical place at the end, he did not hesitate to pay a dollar; after paying, he found that the remaining content was only irrelevant Two important sentences, this dollar is actually useless.