Public platform account for mobile Internet social chat applications

I have three questions for you, please answer truthfully

1, the public number of the content you still see all?

2, some public number how long have you been open?

3. Have you already canceled attention to a lot of public numbers?

The public number, of course, refers to the public platform account for mobile Internet social chat applications. China now has a public platform for micro-letters, easy letters and three social chat tools. The number of public numbers is not public, but the daily economic news that the September 23, 2013 has been directed to invite some celebrities to open the public account for functional testing, will be fully open. The September 11, before the letter of the public account open, said the quality of public accounts more than 6,000. Tencent micro-letter on November 18, held a public partnership meeting revealed that the number of public number has exceeded 2 million. Zhang Ying, deputy general manager of micro-credit products, said that the micro-credit public account number increased to 200多万个 15 months, 8,000 daily growth rate, information interaction over 100 million times.

But now, back to my three questions, even if the micro-mail is so much "active", I can't watch it anymore.

The content homogenization is serious

Every day in all walks of life, there are so many things, the same area of the public number, many people are concerned about several, the content of homogenization is quite serious. The media public number is so, has the news regulation mechanism, the big news headline two article must send, this is the position and the attitude question. If you pay attention to several media public number, open look, the last two or three days pushed the message basically the same. This said the "Evening News" Huying, that said "Evening News" closed, another one or said the "Evening News" ceased.

Other industries, too, for example, food and beverage, this public number is "daily life must not eat 13 kinds of poisonous food", that public number is "uncover daily life of 13 kinds of poison food", and then a public number is "You must know 13 kinds of poison food" ... Content, the same TM.

The difference of content is absolutely important to the open rate of public number and the increase of the number of people concerned. In this respect, all-inclusive's public number is not as good as small and beautiful. The same is the media public number, modern Express, Palm Qingdao on the local turned to the corresponding content focus; The same is the gourmet food and beverage public number, late-night talk about eating, cooking delicious food to do a lot of original content output. Original, local, it is not easy to homogenization, public number operators should pay attention to. If the content is not differentiated characteristics, even as the first batch of public number, can be a mass of the permission is 20 times, useless, and the higher the frequency of push more annoying. But like since the media public number "trough the past", but also the early opening of the public number, recently very active, a day to push a few content, but users will not feel annoying, because operators and dishes head mass are original quality content. And only in the public number from the media in terms of public, they are also active in the major news clients, the content is the same, but the output of the news client is not the same, but also a disguised channel content homogeneity.

Marketing homogeneity more serious

Where the eye gathers, money will follow. Internet marketing, is where the popularity of where to go to marketing. Micro-letter currently in China's users have more than 600 million, daily active users are said to reach 300 million, of course, mobile internet popularity of the first flourishing social platform. Too many companies and products look at the micro-letter, a large amount of money, gifts and manpower to hit up, is bound to be in the public number matrix ripped a marketing hole.

Unfortunately, the homogeneity of public number marketing is more serious than the homogeneity of content. Marketing side may want to have the scale effect, make the marketing behavior appear more and momentum, each marketing will also find a group of media from the public number or other grass-roots public number, marketing information through these public number out, the content is similar. If marketers want to control costs, using the draft, imagine: Most of the public number of users in a certain area overlap a certain extent, because individual users may be in this field will be concerned with several public numbers, the results over and over again to see the same topic, may only be a slightly different title. Not only does the effect of marketing not be achieved, but also let these public number of users of marketing companies or products, etc. have an aversion. And now the marketing method of replication too fast, the first public number in this form of marketing, immediately appear the second third fourth ...

In exchange for thinking, micro-credit User A saw a personal micro-trust friend B in the circle of friends to share a public number of content, and see friend C in the circle of friends to share another public number of content, the results opened a look, the content is said that the company that product. Not only do you think these public numbers are boring enough, but you hate the company's product. Even users in micro-letters, letters and contacts to see the public number is this content ... That's going to puke! But User A sees friend B sharing a public number in a circle of friends and seeing friend C sharing the same public number of content, and then see D share the same public number of content, TA will feel that the public number is very strong, so many people to share, further look at the content, Think this company's product marketing good ah ... This means that the mobile Internet era, the public number of marketing is not the same as in the past, the marketing side of the strategy test and the public number of the content of the show have put forward higher requirements, do not underestimate the IQ of Internet users and consumption awareness. Marketing party must design a set of personalized for a public number, each have different plans, the public number into the marketing point of view must be grounded gas, will tell stories, so the effect can be ideal.

The original ability is being gradually drained

In the form of public numbers and the content of the producers of basic precipitation down, we will find that even the micro-trust platform for the original ability to how specific, it can be felt. Reverse thinking, for example, on the morning of the December 24, 2013 Christmas Eve, although only half a day, my micro-trust circle has a wide range of panic, because the small partners found that the public number of content on the PC and mobile end can not replicate directly.

Like to eat late at night to accept everyone original food manuscript public number, founder Lei on applauded. Even some of the selected content of the public operator also feel that this is good, hard to find a good material, not easy to modify the editor well, the result of simple Ctrl + V, the fruits of labor was stolen, of course, reluctantly. But more public operator is panic and fear, because not everyone has the original ability, and not everyone has the ability to continue to original, but not everyone has the ability to continue to quality original.

In the case of micro-letters, the original ability of the public number is being gradually drained, and the ceiling has been seen since the original ability of the media public number. There are many since the media public number after experiencing an original peak, have tended to be smooth; there are also some media public numbers that have been fishing fishing for three days, unable to provide the original content continuously; the public number, such as Luo thought, pregnancy peak, and her life, recognized from the outset that the individual's original ability could not last too long, so take "public" : A team of many people to provide original content (text, voice, video, etc.). Cheng's pregnant peak public number, micro-credit authentication information The first sentence is "Cheng and his friends selected content." ”

No freshness: There are so many people and the circle is so small

In the beginning, the micro-letter appeared public number, we still feel quite fresh. Users feel that through the micro-trust friends directly recommend or friends Circle sharing exchanges, found a good public number is like discovering the new continent, is a process full of surprises. Today, micro-credit users have accounted for half of China's population, every two Chinese have one in the use of micro-letters, the number of public numbers and the quality of the content is also a bottleneck. We have no sense of freshness, we need to re-examine the public number.

Yes, there are so many people, really can provide quality content is so much, and perhaps a considerable number from the Chinese Internet forum to blog to micro-blogging to micro-social product evolution process, has always been, the new people who have so fast growth to stunning our eyes. Circle, it is so small, over and over, where are the things those people. The operator of the public number and the content pushed to the user lose freshness, or the user has an aesthetic fatigue of the public number on the micro-letter.

August 23, 2012, China's public number was first appeared in Tencent's micro-trust public platform, after more than a year of development, now there is no fresh feeling. If you ask yourself, my answer to the first three questions is-

1, the public number of the content can no longer be seen, now only see a few.

2, the longest did not open the public number may be from the beginning of attention has not been opened, because it is due to the attention of the people, did not want to open, the attention of the time to cancel the "accept the message" tick.

3, too much information and the trend of flooding, and a person's time and energy is relatively limited, I have begun to cancel some of the public number of attention.