Will the public account be diverted from this position?

Absrtact: Micro-trust public platform online less than a year, a large group of people from the media, micro-letter also began to be enterprises and institutions as an important media channel, and in the public platform for the rapid heating up, micro-letter but they poured a basin of cold water. Micro-Credit product director has

Micro-trust public platform on the line less than a year, a large group of people from the media, micro-letter also began to be enterprises and institutions as an important media channel, and the public platform in the rapid heating up, micro-letter but they poured a basin of cold water.

Micro-credit product director Zeng publicly opposed the use of micro-platform marketing, while, In the popular micro-letter 5.0 version, the micro-credit public platform divides the public account into the enterprise number and the subscription number two, the enterprise number is only allowed to send a message each month, the subscription number can be sent one day, but all the subscription number of messages will be saved in this article, this shows that the micro-letter on the public account is greatly limited attitude, the public account will face contraction.

But at the same time as the micro-letter brandished, other platforms look at the opportunity to launch "bottom". Will the public account be diverted from this position?

Rice Chat recruit VIP account user Group is a mishap

Last week, rice chat launched the recruitment of VIP account, VIP Account subscription release platform to support the delivery of copy, pictures, video, voice, outside the chain and other functions.

Unlike micro-letters, rice Chat allows VIP accounts to send three messages a day, at the same time through the PC version and mobile version, can be sent through the PC or mobile phone, and can be sent on a regular basis, which is almost and micro-trust public platform "head-to-head" new features: micro-letter public account only one day to send a message ( After the number of micro-credit fans more than 500, you can send two, but the upper limit of two, can only be sent through the PC version of the instant.

In addition, for micro-letter "platform to stand, the public account in an act of collecting money", rice chat about the public account of the marketing behavior attitude also has a clear principle: currently is the invitation system, do not accept any commercial public account. The original intention of the rice chat is very simple, on the one hand is to protect the user experience, on the other hand is also to avoid micro-letter and Sina Weibo "platform to spend money, the public account in an opera to make money" situation, and finally embarked on the road of mixed content overflow.

But the principle is also very "embarrassing" for the media from the public account, whether the "commercialization" is difficult to identify, and the enterprise-class public accounts, once the elimination of commercialization, will lose the significance of emplacement.

It is not difficult to see, rice chat VIP account platform is following the micro-letter on the public account policy in the "Leackage", but in the final analysis, the user group of rice chat is still a mishap, currently registered users have just reached 30 million, and many for the young student groups, marketing value is not high. VIP Account platform has just started: currently only 80 VIP account into the platform, although rice chat allows the VIP to send three messages a day, but in the NetEase technology experience, most accounts in a day without any one message push, and on the micro-letter platform, the same account every day active.

Sina Weibo mining from media since media people don't buy it

Except for the rice chat, Sina Weibo is another protagonist of the public account for digging the horn: Sina Weibo to the certification since the media opened to all fans of the letters push permission, it is understood that this is also the Sina Public platform internal test account, in addition to push, certified from the Media homepage added "article" function, You can include a long article and link to a dedicated page.

Although the letters push form on the mobile end and micro-letter push similar, but because of letters privacy, letters push is not acceptable to users, media Yang even use "brain residue" to describe the behavior of such harassment-type push. There are also concerns about opening letters or letting Sina Weibo become an advertising platform for Taobao-a 586 million-dollar takeover of Sina Weibo's 18% stake in April. Hui Poly Network Technology Co., Ltd. CEO Shei Chunye in micro-Bo Spit slot: "Micro-letter all the time out to say that they are not marketing tools, Sina Weibo with the facts tell everyone: I am here is the marketing tool." ”

And since the media are also on Sina Weibo's initiative to show good cold. NetEase Technology interviewed a few micro-letter public Account Operators, all said to Weibo do since the media said not optimistic, will not be opened on Sina Weibo from the media account, more people do not want to recognize the "from the media" name. "Should be called a columnist or a freelance writer." Said the author.

Love Science and Technology network founder, micro-letter public number "Supersofter" author Luo said, on the one hand, because of the rush to change the current Sina Weibo since the road will be himself to the brink. On the other hand, Sina Weibo's social and media attributes are being replaced by other products.

Sina Weibo claims to have 500 million registered users, however, the number of the 500 million users of zombie powder and marketing account is still difficult to estimate, on the other hand, strong media properties of the micro-blog has been faced with information overload, if not using the letters way, the content of the media is easily submerged in the torrent of information.

While micro-letters are becoming more cautious about public accounts, it seems that micro-letters are still the best host for media, whether users or media account operators, Sina Weibo or rice chat attempts are not cold, their initiative, or become wishful thinking embarrassing scenario.

On the other hand, Tencent's basin of cold water, also today's heyday of the public account, poured into a "other platform can not see, the micro-letter platform will not stay" dilemma.