Whose fault is it that the circle of friends is over marketed?

Wen/Zhao Nan

Last night in a group, I had some arguments about the issue of Xu Zhibin, Zeng Ai, the author of the social dividend, and strategic director of touch technology.

Xu Zhibin is one of my first teachers, Zeng Hang is my fellow, the relationship is better, arguing about the point of view and not individual, more independent of the company's ideology of Tencent.

Zeng Ai's view of communication with Xu Zhibin is basically consistent, that is, third party developers do not have to go to the open platform of micro-trust, but through the micro-letter of social links. The example is crazy guessing, the demon diffuse camera.

I do not deny that as a third-party application, to borrow the value of the micro-trust chain share. But for a third party developer, this "degree" is difficult to control, and for the Micro-trust Circle ecology, is not healthy.

Why is it difficult to grasp the "degree" of viral impact for a third-party developer using the micro-trust chain? Because, the circle of friends is so big, you do not occupy, other applications will be accounted for, out of competition, from the heart, it is difficult not to use energy and other than who will use the circle of friends. This is reduced to a "runaway", "wilderness" competition.

Imagine, full screen of Friends Circle, is a friend of the sun points, full screen of Friends Circle, are a product of viral marketing posts. This will affect not only the life cycle of this third party product, but also the whole ecology of the micro-trust circle. A mobile phone screen, so little, no more than on the PC microblogging, SNS, users of the circle of friends is very sensitive.

What is the reason for the third party application must go to friend encirclements pit?

The problem is very important. From the perspective of market reconciliation mechanism, because, the micro-trust platform can give Third-party applications to the channel is not enough, leading to third-party applications can only be in the circle of friends to find ways, through viral marketing to the user. As a result, the serial destructive effect mentioned above has been raised.

So how do you apply more channels to third parties? Is it possible for a third party application to not devote all of his life's energy to viral marketing in a circle of friends?

That is, micro-trust platform should be given a transparent open platform rules, the rules open, the threshold is transparent, some standards of third-party applications have more channels, naturally there is no need for life to be blocked in the "excessive" development of viral marketing.

As the micro-credit platform provides a game center entrance, with a large number of users, the Apple App Store, the game free ranking, top 5, 3 are micro-channel game products, the best-selling list, the micro-channel game products occupy the top five is also 3.

This means that you do not cooperate with the Tencent game, not into the micro-letter of the game center, it is difficult to account for the App Store list in front of (as the micro-credit Game Center products More and more, this difficulty will become more and more big), then how to do? In order to survive, go to the circle of friends to engage in viral marketing.

In addition, the lack of transparent access criteria also leads to corruption and challenges to micro-credit team management. These invisible costs, over time, will be more costly than the micro-letter launch of a clear open rule.

Of course, the situation may be slightly better for other applications other than game classes. First, the micro-letter may not go to the multi-category store model, will only retain the game and so on a small number of categories. Otherwise, Apple will not be able to do it, although the end is to import the App store to download, but the value chain has changed.

Some might say that it's not appropriate to do the store in app. No, browsers are also in the form of apps on the phone, download App Store is also in the form of app. Baidu said that his search for easy searching long tail, but Baidu Mobile client is not app Mody? Search is a technology, store can also install search box to search applications, see how you use the algorithm weight to render the application of the order.

In addition, Tencent has put all the mobile distribution resources to the application Bao Unified management, which assigned to the micro-letter, which assigned to the QQ browser, which assigned to the security housekeeper, the application of Bao said.

Finally, I quote a Tencent insider from the media article paragraph: "Our department has followed up this strategy, the cancellation of mobile phone QQ third party from the link." This reason is also to see a large number of QQ space enterprise certification in the continuous advertising, harassment users, reduce the user to stay in the QQ zone Shichang excitement. This logic, like the logic of the recent decline in the circle of Friends, has been reprint, and the number of good UGC is decreasing. ”

I think, micro-letter also do not want to have such a result, but as a platform with 500 million people, should use the "market mechanism of thinking" to weaken the negative impact, rather than suddenly, and suddenly a variety of "ban", but the symptoms are not the root causes.

Author's personal micro-letter: Zhaonan