This article is from WeChat official account: Operations Research Society (ID: U_quan) , Author: Routine editing unit
Yesterday afternoon, WeChat announced that the photo can be withdrawn! As soon as the news came out, it was directly searched on Weibo:
Many users said in the comment section that they finally don’t have to worry anymore and accidentally “patted the leader’s ass” in the group……
However, the content of the WeChat revision this time not only includes a shoot, but also the WeChat “new son” video number, and the changes are very large.
The revised video number not only has a larger forwarding interface, more diversion entries, and even a “privacy function”.
Next, let’s take a look at what has been changed in this wave of video numbers, and what impact the revision will bring.
1. What has the video number changed this time?
The change of the video number this time is not an exaggeration. The forwarding interface is obvious, there are interest recommendations that can be continuously pulled down, and you can also set up a private account…
1) Forward to Moments
Before the revision, the video number was shared to Moments like this:
Looks like an article, users can only see the video number name & title of the video, and click on it to see the video.
After this revision, the interface of forwarding to Moments has become “You can see the video cover, but not the text title”, you can watch it by clicking on the video.
At the same time, a new video account entry has been added. Click on the video account name below the video to directly enter the account homepage to view all TA’s videos:
2) Forward to the chat interface
After the revision, the content of the video number is forwarded to the chat interface like this, or you can click the video to open it:
The difference from forwarding to Moments is that the videos in the group do not have an entrance to the author’s homepage, so you can only watch the video.
3) Interest recommendation
In addition to the changes to the forwarding interface, the video account has another big action this time: interest recommendation.
After opening the video in the Moments or chat interface, there will be an interest recommendation at the bottom of the video, like this:
Swipe down again, the video recommended by the WeChat algorithm is basically the same type of content as the video you opened.
4) Comments can switch accounts
There is a new feature in this revision: When you comment, you can choose the video number/WeChat ID to send, like this:
If you use the video account to comment, then the account name in the comment area is blue; click on the account name, you can also directly enter the account homepage:
5) Private account
In privacy settings, you can turn on “Private Account”.
After you enable it, non-followers will not be able to see your content. If others want to follow you, they must send an application. After you agree, they can follow and see the content.
Second, what impact will this wave of revision bring?
In June this year, Zhang Xiaolong posted a circle of friends:
200 million is the beginning, mark it, because if you don’t mark it will be three or four billion.
Numbers are easy, hard work is not easy, it requires a lot of thinking, a lot of time, a lot of people, many second generations, and many, many lines of code…
From this, we can see WeChat’s importance and confidence in the video account, so what impact will this wave of updates bring?
1) Why does WeChat do this?
The answer is very simple. It is to compete for users and increase the time users use.
Specific to this wave of video revisions, whether it is forwarding to Moments, optimizing the chat interface, switching accounts in comments, or recommending interests, the core effect is one-drainage.
For example, sharing the video number to Moments, the drainage effect of Moments after the revision is an order of magnitude improvement.
The previous display is similar to the official account article. The main body of the display is the title, and the page jumps when the user opens it.
However, after the revision, the big picture of the cover is directly displayed, which clearly improves the eye-catching effect.
At the same time, page jumps are omitted, and the experience of opening videos in Moments is very smooth.
For individuals, it may just be a small problem to click more, but under the scale of hundreds of millions of users, the jump churn rate is a big optimization.
As Zhang Xiaolong said before:
No matter how many friends a person has, basically everyone spends about 30 minutes in the circle of friends every day. Therefore, after half an hour of refreshing in Moments, users will find other pastimes, and short videos are the most popular choice.
Now WeChat is gradually using the coupling of video accounts and Moments to digest the time users spend on short videos outside of Moments.
Although the overall quality of the video number is stillNot too high, but with the rapid increase of the video number DAU(daily activity), more and more mainstream short video creators will open more A video number follows the “video number + Douyin + Kuaishou” multi-platform distribution model.
When the video number and the content of Douyin Kuaishou reach a certain degree of overlap, the interception effect of the video number will be very impressive.
In addition to digging into WeChat ecological traffic, WeChat is also learning from the successful experience of Douyin Kuaishou to enrich the operation methods of video accounts.
For example, comments can be switched to a video account.
By occupying hot comments under popular videos to attract other users to click on their homepages to increase followers, it is a feasible low-cost drainage method that has been verified on platforms such as Douyin and Kuaishou, and the video account is no exception.
Similarly, interest recommendations are also well understood for the improvement of drainage.
From these updates, we can clearly see that WeChat is gradually enriching the video account ecology and competing with Douyin Kuaishou for user time.
2) How will the video number be used in the future?
So after this revision, how should we make the video number?
<