Those naked swimming public number

Liu Jia Li Sijia

On the evening of July 26, when Zhang Bin (not his real name) saw the number of readings displayed by his public account, he sighed. "We just recruited a Weixin operator with a high salary and we did not read more than 100 readings.

"It seems time to find a panacea for everything." He went on to say to reporters.

Recently, wechat public number of public reading - the official launch of WeChat "New Deal", stirring the WeChat public number a pool of spring water.

Just as the positive and negative sides of a coin: on the one hand, it obliterates part of the public numbers that make up the number of fans; but others worry that since then, professional "brush reading services" or "microblogging" Will be popular.

Behind the WeChat adjustment strategy, Liu Qing, director of WeChat's third-party developer service point-and-click strategy, told the reporter of "First Financial Daily": "In fact, microblogging is being flooded by some dictionaries and will plunge into a vicious circle , WeChat is trying to mobilize anyway, return to the original intention. "He also believes that" WeChat public account is actually doing one thing, is to return to the nature of its business, to the media. "

Who is swimming naked?

Beginning in late July, some of the media started to find out that their public accounts were a bit different from the past.

Under the heading of each push article in WeChat public number, to the right of the release date is an extra "number of readings". And at the end of the article, a new "Like" option was added.

According to WeChat said the function is still in the gray test stage, the future will be in what form is still uncertain.

All along, Tencent WeChat official deliberately "hidden" public account subscriptions and readings, while the public account articles read only in the public platform backstage display, only WeChat account operators know. This is to a certain extent in order to avoid the emergence of marketing comparisons. However, advertisers are only able to serve via the number of fans reported by the operator.

Especially those who frequently claim that there are hundreds of thousands of fans Micro channel, how much water, had no way of research. Now the publication of the article reading function, squeezed out the water, the public number will have to readers, "honest."

IT commentator Hong Bo told the "First Financial Daily" reporter that after a naked swim, those who really find their readers accurately, and then provide readers with the content they need will benefit from the account, "we will know which account did read The amount of high, in the past often say they do not believe themselves. "

But others hold different views. According to the author, Hai Qinguang pointed out in the author's article that in the long run, the pros and cons are difficult to draw conclusions and open readings statistics will break the existing WeChat media ecology.

In his opinion, the biggest beneficiary of open readings may be a grassroots number such as "joke," "a large number of fans accumulate as the content is heard and heard, and tens of thousands of readings equals the testimony of their commercial value." The negative is the original category and sub-categories of accounts, because of low output or narrow audience, "the results may not be good-looking." Although the value of some original articles should not only be measured by the number of readings, "but now the official release of readings now inevitably will play a role as a baton, bringing people into the pursuit of readings."

Gray industrial chain

WeChat official public information shows that the total number of WeChat public accounts has now been more than 5.8 million, the average daily growth rate from last year's 8000 to 15,000; just in the WeChat beta promotion beta, there have been more than 8,000 ads Lord, more than 1000 traffic master participation. From this data, this revision of WeChat, the impact is very wide.

For the ensuing "buy powder" phenomenon, WeChat official said it is using technical means to establish "anti-brush" mechanism. Chen Lei, general manager of Tencent Cloud Platform Division said earlier that these cheating means, Tencent already has the appropriate technical means to deal with.

But this did not stop the seller's enthusiasm.

Yesterday, the "First Financial Daily" reporter in Taobao search for "WeChat" word, in the shop / network services / software subdivision options, there are 12,800 search results presented.

Among the sellers of WeChat fan sales, the best-selling stores managed a total of 5,084 deals and received 118 positive reviews in 127 reviews. Comments, many buyers have said that "good quality", "fast delivery," "cheap" and so on.

Some sellers have even played such promotional slogans in advance: "Our number is not a zombie number! Why are we safe? Some of our numbers are maintained and many are maintained by light. Each of our numbers is an independent and privatized IP And equipment, not a string! "

Price, the more fans, the higher the price, the difference is not large.

This reporter saw the sales in front of a shop to see, WeChat fans are divided into many categories. Among them, the high-grade powder is 15 yuan 500, 30 yuan 1000; fine powder then 30 yuan 500, 50 yuan 1000, high-quality fans different avatars, different signature, different regions, different IP; reply powder is 25 yuan 100 A, can be concerned about and reply to any code or number; graphic reading volume of 12 yuan 1000 people, 100 yuan 10,000 people; original reading volume of 12 yuan 100 people; to share 40 yuan 100 times.

There have been statistics from the industry, "3 drill sellers," selling fans a month, reading, etc., the monthly income of up to tens of thousands of dollars.

When the seller was asked if these fans will be broken through the WeChat technology, the seller only stressed that there will be no impact on you, the phone will immediately show reading.

In this case, how to determine the true and false of WeChat public number data has also become a problem facing advertisers and WeChat platforms.

WeChat marketing change

In fact, as early as WeChat marketing has just begun to rise, many companies and the media hope that the same as the operation of Weibo large effort into WeChat marketing, Tencent WeChat team once severely poured a pot of cold water.

Last June, for the first time publicly publicized the WeChat product director Zeng Ming, revealed to WeChat public account of the attitude of the public, warning "WeChat is not a marketing tool."

"Some enterprises blindly pursue the number of users on the public platform and use the platform as a propaganda channel to bombard users with information. It is like over-reclaiming land for only short-term effects, which will damage the platform and the interests of enterprises themselves. "Ming said. WeChat to do is to return to the nature of communication, optimize user experience, provide valuable services.

In order to prevent "over-marketing", the two former WeChat public accounts Mushroom Street and Beauty said that age-based and personality tests led to a frenzied fraudulent relay of circle of friends and was eventually banned for 15 days.

This year, WeChat's crackdown on malicious marketing accounts goes further.

On the one hand, WeChat released the "WeChat public platform operating specifications" to clarify the operating rules of the public number, limiting some of the marketing circle of friends. On the other hand, WeChat is also limiting the number of contacts who are part of the personal WeChat account, which is partially marketed by adding a large number of friends.

And the increase in the WeChat public number of readings and clicks, in the media CEO Zhang Yi Yi media opinion, weChat on the one hand to combat the abuse of WeChat marketing, on the other hand, WeChat may be a little "selfish." After the publication of the readings, when advertisers found that after the WeChat marketing water is too large, the focus will be transferred to WeChat Guangtong-business.

Just in early July, WeChat joint Guangtong Tong jointly launched the WeChat public account advertising officially open beta.

During the beta period, WeChat public account operators apply for opening the main service of traffic and advertisers on the public platform as required. For advertisers, but also through the wide-point delivery terminal to do a custom mobile page advertising, advertising is still text messages at the bottom of the full-text page text links.

Formally open after the open beta, advertisers can widely put through the public or WeChat public platform for self-service advertising, management, including the new ads, the specified user orientation, view ad delivery time, exposure, traffic, click-through rate, Attention, click average price, total cost and other key indicators, always pay attention to ad clickthrough rate, and adjust the bids in time to get the best advertising effect.

Today, reading the number of show gradually on-line function, the user more intuitive understanding of the article heat and reading results, but also for advertisers to measure the content effect, determine the delivery method to provide the appropriate basis for decision-making.

In the view of Liu Qing, WeChat public number has been constantly adjusted from the WeChat conversation home page to fold up, from a single subscription number to the launch of the service number, service number from the monthly push mechanism to 4 times per month. And opened a variety of permissions and functions of the service number, the recent opening of the smart hardware interface, this time the number of open articles read, which only shows one thing: WeChat public number is constantly strengthening commercialization, but also continue to go media .