With the user churn rate rising, the lack of user experience also spread to the public platform

With the rise of the user churn rate, the loss of user experience also affects the whole public platform. Vicious Circle, and then micro-bo "powder" of the difficulty with the increase in the promotion of the platform to reduce enthusiasm. Although the current micro-letter is still in the "Rob users" stage, but Tencent is no longer satisfied with the number of users, but the pursuit of the quality of users.

In order to rob users to repeatedly push unrelated messages, the emergence of a large number of noise is gradually consuming the user's credit resources for micro-credit platform There is no doubt that the micro-letter Commercial Road is long, the public account in the experience of the tide of growth, but showed a bubble, information overload intangible to add a burden to users, reducing the experience.

With the rise of the user churn rate, the loss of user experience also affects the whole public platform. Vicious Circle, and then micro-bo "powder" of the difficulty with the increase in the promotion of the platform to reduce enthusiasm. Although the current micro-letter is still in the "Rob users" stage, but Tencent is no longer satisfied with the number of users, but the pursuit of the quality of users. Recently, micro-letter product director Zeng in the communication meeting to reporters that "micro-letter is not a marketing tool", put forward the "fine strategy" is for micro-letter commercialization of the position, trying to find the essence of its communication tools.

The dilemma of enterprise's micro-credit survival

Millet micro-letter 4 months pull powder more than 1 million, Guosetianxiang Paradise micro-Letter Add powder nearly 60,000, glutinous rice wine Workshop micro-letter to help their own business monthly sales 50,000 ... Any search on the Internet, want to find a successful case of micro-credit marketing is not difficult, but behind each case are paired with a set of "personalized" marketing cheats.

Since the launch of the micro-trust public platform last August, a lot of early business or team to take advantage of a prosperous, but also to create a large forwarding can be built Taobao explosion of marketing myths, combined with today's micro-letter over 300 million of the number of users, still working in the periphery of the flow of the peer began to notice the commercialization of micro-letter new play.

Information from micro-letters shows that at the end of last year, the National Museum of China opened a micro-letter public account to subscribers to push the exhibition information and ticketing, visit information, the May 13 this year through the National Museum of the press launch micro-letter voice navigation features, the use of this feature users can still enjoy the exhibition after the display of works. After the launch, the account can harvest twenty thousand or thirty thousand new users a day, May 16 peak value, a daily growth of 79,000, as of June 4 the account has been sitting on 240,000 fans.

Also in the public account of the operation of the innovation direction is Southern Airlines, the current South Airlines micro-letter account opened mainly include handling boarding passes, Pearl Member services, flight fares inquiries, flights take-off and landing, such as machine inquiries, urban weather inquiries, ticket verification and so on. Among them, the use of the most frequent boarding pass service, so that users can enter the ticket to buy the identification number, the system will automatically be able to handle the number of flights automatically displayed, including flight number, date, originating arrival, etc. Users can directly click on the seat map to be able to direct the entire flight of the seat layout to complete the seat selection.

However, there are still many enterprises in order to micro-credit marketing and marketing, the results are unsatisfactory. By drifting bottles, voice information, location signature, two-dimensional code interaction, public platform and other ways enterprises in the micro-letter platform on the horse, but the number of users has become a big measure of their performance, which to promote the high efficiency of the public account has become the focus of "circle powder".

In order to "introduce powder" everyone also surprisingly recruit. A person in the industry to the south of the reporter revealed that the early use of content large dozen edge is commonly used tricks, beauty map, provocative topic can attract a lot of fans. Plus the use of PC-side Android simulator and a set of automatic batch-click Operation software can also complete the "primer" work. In addition, through the bulk purchase q Q number registered private micro-letter account, put on the beauty head, the data mixed with ambiguous words, batch greetings, add friends, Shake, "primer powder" is a cinch.

However, this also makes many public accounts in the outbreak of growth period and into the promotion of misunderstanding, in order to rob users repeatedly push unrelated messages, the emergence of a large number of noise is also gradually consumption of users of micro-trust platform credit Resources. With the rise of the user churn rate, the loss of user experience also affects the whole public platform. Vicious Circle, and then micro-bo "powder" of the difficulty with the increase in the promotion of the platform to reduce enthusiasm.

At the end of last year, the Qianjiang Evening News, which used the public account earlier, lamented, "We want to give up the little faith!" Said it opened 5 months to harvest 10,000 fans, but the trend of the increase in the number of fans significantly slowed.

Recently, Shenzhen Electric Shock E-commerce Co., Ltd. founder Shangxiang on Weibo to bask in a micro-letter promotion quote, which shows that to every 10,000 fans to promote a universal fee of 100 yuan. And the industry, said reporters to the south, micro-credit marketing peak when the cost rose to 120 yuan, the trough has also dropped to 70 yuan, now 50-60 yuan have been done.

Micro-letter Commercial layout Regulation Marketing

In this age of abundant information, people's attention comes fast. A few days ago, micro-credit product director Zeng to reporters at the meeting that "micro-letter is not a pure marketing tool", its emphasis on the "boutique strategy" so that micro-letter "over marketing" problem was moved to the table.

Zeng revealed that the micro-letter officially approved public account operation has three, one is interactive group chat, the second is user management, the third is service customization. Currently, there are about 30,000 official certified accounts on the micro-letters, 70% of which are corporate public accounts. However, many netizens spit every day to open micro-letter is "mandatory" to receive a wave of "fierce information bombing."

The original marketing artifact has now become a corporate media, but micro-mail does not want to repeat the mistakes of Weibo. Tencent to carry out the renovation is not a overnight, last year, the governance through the circle of friends to add powder mode, recently Tencent again a ruthless recruit. The exposed micro-letter 5.0 Beta shows that the public accounts that originally appeared on the main interface stream will be grouped together into the enterprise number, two folders of the subscription number. Thus, by reducing the exposure rate of public accounts to enhance the user experience, it also shows the strategy of micro-letter marketing to return to the essence of communication. At the same time, re-open the certification process, audit real-name registration to strengthen supervision, cleaning up "Li Ghost" account.

Zeng said the microblogging service has not yet set up a subscriber list, mainly because it is more concerned with subscriber quality than quantity, "the user's loyalty to the public account, the public number of active, this is the most valuable." ”

Data show that 88.3% of users in the past six months, the use of micro-letter, the occasional use of micro-trust public platform for the largest number of users, accounting for more than 42.5%, often using the micro-credit public platform for only 24.1% users.

"Leave the product to Tencent, give the user the right, and leave the commercialization to the future." "D CCI Internet Data Center founder Yanping said that micro-letters should be more prioritize work, now in product form of trial and error is the key," now the commercialization of micro-credit is premature. ”