Friends Circle, never return to the circle of friends

In the early hours of January 21, the beginning of the morning, many of the micro-trust friends of the circle are beginning to appear feed ads. This prediction, titanium media as early as nearly one months ago has been made, because the Tencent team has begun internal testing.

Early in the morning, the micro-signal called "micro-Trust team" appeared in the user's circle of Friends, published 6 pictures and links made of ads. This is called a friend Circle advertising test by the micro-trust team.

In the circle of Friends of the test chart, micro-letter official said: "Advertising is a part of life, not advertising hateful, but advertising does not understand users, we try to make some changes."

Previously, some people have measured the value of the micro-letter friend Circle Advertising.

Friend Circle Advertising is not Tencent temporary whim, but after a long time evaluation, it is understood that the first in 2014 three, Tencent on the circle of Friends advertising revenue assessment, the results are annual income of about 10 billion yuan.

Friends Circle advertising revenue once added to the earnings, will again greatly boost Tencent's advertising revenue, in the latest Tencent's Q3 earnings, advertising revenue of 2.44 billion yuan, but still accounted for Tencent's total revenue of 12%, compared with Facebook has great potential to dig.

10 billion of the size of the revenue potential, Tencent can not give up, but it is doomed, our circle of friends no longer only belong to "friends", no longer pure.

From the current test of information flow advertising, titanium Media first summed up several features:

Keep the normal friends circle graphics and text form. As with the general Friend Circle information, micro-letter advertising is also composed of text and pictures, pictures can be published more than nine Zhang;

Feed information flow mode, micro-trust Friends Circle ads belong to the information flow ads, and QQ space, Facebook and other social software ads streaming similar;

can have H5 links. Below the advertisement the View Detail link, may jump to the Advertisement original link page, this is the HTML5 page.

In the advertising information in the upper right corner note the promotion of the logo, the user Click after the election screen advertising information.

Friends Circle Information Flow ads can be commented, point praise. As with the normal circle of friends content, users can praise content, comments, micro-trust friends can see comments, points praise content.

The information flow advertisement comes, the micro-letter wants to open the universal payment mode?

Even if Zhangxiaolong repeatedly said that "micro-letter is not a marketing platform", but still can not change Tencent or the mission to give micro-letter, "No matter what micro-letter is a platform, but it must be a profitable platform." ”

Just recently (note: early January), the micro-trust circle will push feed (information flow) advertising news spread. The so-called friend Circle feed advertising, in fact, refers to a friend in the circle of friends posted between the message inserted in a form of advertising, feed ads originated in twitter--2011 year July, Twitter officially launched promoted tweets, this form of advertising by the fan participation fee, Advertisements will appear in the stream of followers of the Advertiser's Twitter account. After several changes, feed advertising has gradually become a Facebook and other social networking sites preferred form of advertising, the current domestic micro-blog, QQ Space also have similar ads.

Feed ads for advertisers, at least two problems solved: on the one hand, as the Internet products to the mobile end of the evolution of the advertising display bit constantly reduced, if the mobile end also through similar to the PC side of the window, Suspension window and other forms of advertising, will greatly affect the user experience, and feed advertising can be convenient " "On the other hand, the feed ads are also based on gender, age, hobbies, geographical location, and other user tags for accurate matching, to help advertisers know" the wasted half of the advertising costs where. "

But for users, the emergence of feed ads is only a relatively gentle way to harass users, "rape" into "shun-rape"-although now information flow advertising is claiming that through large data to the user's harassment to the lowest, but from the current QQ space, micro-blog recommended ads Look, it seems not so satisfactory. Large data to the user to match the popular ads are still just stay in the conceptual phase.

And do not say that the current feed advertising rogue degree than you can imagine-a lot of feed ads by advertisers for app download, on the Android phone, almost the user clicks on the feed of the instant that you have agreed to download and silently install the application, there is no confirmation link. It seems that the cost is also unusually "expensive" in terms of the price paid by the user for the feed advertisement.

Next, I will calculate the micro-letter after the opening of the friend Circle feed ads, the micro-credit benefits and users to pay the price. We assume that a day to open the micro-trust friend Circle to our recommended feed ads is 4, content is app download promotion. If the information flow advertisement in the micro-trust circle is similar to that of a wide-range price and is billed in terms of CPM (cost per thousand), it means:

If the microblogging day active user is 300 million, we press 100 million users will open the circle of friends, in a ECPM (1000 show gains) of 25 yuan (25 yuan is almost a wide-selling average price), micro-trust Friends Circle Feed advertising a day's profit is about 10 million yuan (100 million *4*25/1000 , micro-letter a quarter by the friend Circle feed advertising to create 900 million yuan of income--this is also the reason that Tencent's share price has gone crazy recently.

But specifically to the client side, each user can create 0.1 yuan per day for micro-letter (4*25/1000) income, taking into account that this is in the most conservative case calculation, coupled with some medical, beauty, education, The horror of the car and the scary to click Unit Price micro-letter Friends Circle No one and the active degree of advertising competition to bring the ecpm of the promotion of the comprehensive factors, we will ecpm price increase by one times, then the micro-trust every day from each user that the gain is 0.2 yuan.

Yes, 0.2 yuan, is 2 cents, just 2 cents! If it is a pure free platform before a micro-letter is launched into a friend's circle, then the cost of using the micro-mail is to read 4 more Ads a day. Fortunately, you read more of these 4 ads will have advertisers to pay for you, the value is equal to ... 2 cents. However, if there is a choice, to change a play, so that users spend 2 cents a day, that is, 75 dollars a year, back to the user a pure micro-trust Friends Circle, I believe that the choice of users to pay a few.

When all people think that they are free on the Internet, in fact, users in the process of enjoying free, unknowingly paid a very "expensive" price. Titanium Media Author in this description:

When the user chooses the free software, they also accept the lack of autonomy, let the PC into free software to each other to remind each other incompatible desktop battlefield; When users choose free games, they also accept the lack of pure fun, so that not to recharge the game design into the mainstream; When users opt for free content, they also accept a lack of information quality and cause information overload to haunt them and spend a lot of time screening and filtering information.

Similarly, when you choose a free micro-letter, it means that you accept that you have a friend called "Feed" ads.

In any case, the era of pure free micro-credit is over, the era of paid micro-letters has begun-at least the universal pay model to open, the previous games and other advertising revenue depending on the user voluntarily, and this time users can only passively accept. Although none of us have any reason to say to the micro-letter, "give you 100, can no longer be friends circle advertising Mody", but we also do not seem to be the micro-trust Friends Circle feed ads completely laissez-faire.

In September last year, Facebook adjusted its feed stream ads by making some of the users close ads similar to the "This ad isn't relevant to me", the "This ad is spam", or even "I keep seeing This" D "Such objective questions are added to the weight of the number of ads displayed, allowing users to decide what kind of advertising should appear when they have more power of speech." I hope that Zhangxiaolong, who has always emphasized the user experience, will not let us down after the introduction of a friend's feed ad--at least in the "shun-rape", allowing the user to choose a comfortable position.