WeChat on the long-term "weak marketing" property of the break

Reporter Huang Huang Shanghai reported

Recently, WeChat public number is brewing revision. After the revision, users will be able to read the number of readings of each public account article, and may like the articles.

These two features appear to change slightly, but heralded the WeChat will break the long-held "weak marketing" attribute. Increase the number of reading and praise features, the user can more intuitive understanding of the article's heat and reading results. At the same time, advertisers can also be more efficient delivery.

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 rose from 8000 last year to 15,000; single WeChat platform to promote functional beta period, there are more than 8,000 advertisers, More than 1000 traffic participants. From this data, this revision of WeChat, the impact is very wide.

From the past "crackdown over marketing" to this major revision, WeChat seems to become more and more commercial. According to Yuan Jun, vice president of Ying Sheng Advertising, the Weixing bone adheres to the wolf's bloodline of Tencent and seldom does business. The revision is the beginning of WeChat's elaboration of the marketing ecology in the future. "In the future, such rules will be more, not less."

WeChat microblogging?

Previously, WeChat positioning of the "marketing platform" has always been conservative, WeChat public number has not been introduced rankings, found that users and other functions, the public number of article reads only in the background. In other words, the number of fans of the public number and the number of readings of each article has been kept open, the reader in addition to reading content, the basic can not see any other data or followers situation.

Even though weChat emphasizes the values ​​of "service is greater than marketing," the fact is that the WeChat community's mobile social capabilities, the public information dissemination capabilities and the topic planning capabilities have given it a strong marketing foundation. So since last year, many celebrities, enterprises or marketing agencies have attached to this platform, hoping to find their own marketing value in the WeChat eco-circle. Right now, the number of companies that offer marketing services based on the WeChat platform has reached several thousand

Under such circumstances, WeChat gradually changed its attitude toward the "marketing platform" and started to formulate rules to support the marketing methods it accepts. An obvious example is that while WeChat cracked down on the marketing campaign of "Like Praise," WeChat launched the WeChat advertising platform in conjunction with "Guangtitong". Many people in the industry pointed out that WeChat's efforts to load advertisements appear to be moving toward "micro-blogging."

"It should be said that WeChat marketing attitude to the public number, after three stages." Yuan Jun said. In his opinion, the first stage is "courtesy," and WeChat has always been warning of "not repeating the road that Sina weibo went" and refused to play the role of marketing tool. At this stage, WeChat did not really understand how to balance the benefits of marketing in this ecosystem.

The second stage is "model rebellion." During this period, a lot of media technology from the media use a variety of marketing tips, began to arouse the public's dislike. In order to prevent "over-marketing," WeChat launched several times on the public number "crackdown." For a time, since the media everyone is at risk, no longer daring to fanfare, but the marketing of the road has become more obscure. The WeChat itself, but also to launch its own advertising platform to pave the way.

To the third stage, with the beta of the advertising platform, WeChat set out from the commercial interests of those who carry out "tricks security" from the media queen, which will be included in the gold absorption system. The public reading, praise number, can be seen as WeChat marketing rules refined. You know, in the microblogging marketing ecology, an account of the content, forwarding, commenting and praise times are open, and even the relationship chain is transparent.

"From this perspective, WeChat does not resist marketing tools, but rather acts as a marketing tool like Sina Weibo," said Yuan Jun. "As long as the public number is not a spoiler of the ecological environment and is willing to fall into the Wexin business system , Then WeChat does not mind sharing their own food.

Data "offensive and defensive war"

Right now, before WeChat publishes readings and likes, advertisers who want to use public numbers to market can only predict one delivery based on the number of fans reported by operators. However, in fact, quite a number of public labels claiming that they have a lot of fans have achieved quite normal results. This is because many of the public and the reader's interaction is not active, the article's reading rate is very low, a phenomenon that led directly to the advertising price high.

Ideally, advertisers' promotion will be "evidence-based" when various public numbers are disclosed, putting limited marketing costs on public accounts with high volumes of reading and interaction.

"In the past, some games that played since the media were wild, and under the new rules, they should converge," Yuan said. He told reporters that on average, an article pushed by public number has an opening rate of 10%, which can reach as few as 20%. In other words, multiplying the number of readings by 10 will probably determine the true number of fans of the public. For example, if a public number has 100,000 fans and an article has only 1,000 readings, then the actual number of fans of this public number is about 12,000 and the rest is "Zombie Powder."

Anyway, as long as there is an indicator, the counterfeiters can take advantage of it. For companies on the top of the list, there are companies with brushes; companies with brushes for traffic to their websites; companies with brushes and trading volumes for Taobao ... It is foreseeable that once WeChat publicizes the number of public readings and likes, those Fake Data companies swarmed their fan count and reading volume. Under such circumstances, how to judge the authenticity of the data has become another problem facing advertisers and WeChat platforms.

In this regard, Yuan Jun seems not too worried. "WeChat marketing and Crown Taobao Crown is not the same, Taobao's data more closed, but also face the IPO, the outside world more difficult to understand how much the sales sales." He said, "In contrast, the graphic conversion rate for WeChat, we basic There are many hearts.

In his eyes, WeChat openly publishes the data to actually measure the effectiveness of advertising a step further, but in fact, advertisers can take more measures to measure the true impact of WeChat marketing. For example, brands can post information about offline activity on public numbers to see how many fans participate in offline activity. If the number of fans on WeChat is 3 times the number of offline activities under reasonable conditions, but the actual number of people participating in offline activities is very small, then it is not hard to know how big the WeChat account number is.