do you know? WeChat also has a “building building” function.
Recently, the WeChat official account’s message area has been updated with a small feature in Grayscale. The main features of this round of upgrade are as follows: support multiple rounds of interaction between users and authors, but currently does not support many-to-one interaction in a single message, it is still one-to-one The original author only needs to select user messages, and his own replies will naturally be brought along. After having this function, he needs to manually select his own messages. It should be noted that if the author has more than 3 replies, the rest of the replies will be collapsed.
Picture source @槽边前事
Of course, the author can still delete or cancel the selection of inappropriate comments.This is also to ensure that there will not be some extreme comments in the message area, and these comments are not a good thing for the platform and the official account.
In addition, it needs to be stated that this function is still in the gray test stage, and only some WeChat accounts will receive the push of this function.
Is it really useful?
I believe that most readers, like Xiaolei, are at a loss when they see this feature. Why does WeChat launch this feature? Does it mean that WeChat believes that today’s official accounts lack a certain degree of interactivity and urgently need to fundamentally increase user activity?
In fact, the building function of the message area of the official account was opened last year, but at that time it was limited to one-to-one multi-round interaction between the author and the person who left the message.For readers, this function can greatly shorten the distance between readers and authors, because it is difficult for any author to explain the truth in an article, and it allows the author and readers to have more in-depth exchanges.
The further upgrade of the message function will naturally help increase the activity and interactivity of readers. Compared with the previous users can only interact with the author, now readers can directly interact with other readers. This operation would have brought many possibilities. For example, like-minded netizens on a certain topic can get to know each other by leaving messages, and it is even possible to add WeChat friends to each other, thereby once again increasing user stickiness.
Xiao Lei also mentioned many times in the article before that, compared to the brother QQ, WeChat pays more attention to life-based social interaction, and has a higher stickiness for daily life.However, it can be seen from the upgrade of the message area of the official account that WeChat already has the idea of developing “stranger social interaction”, but how to differentiate from QQ in the field of stranger social interaction depends on the follow-up of WeChat. Operate.
All things have advantages and disadvantages. Although this WeChat update can increase the user’s activity in the official account’s message area to a certain extent, it is precisely because the messages become rich and colorful that it will also bring many hidden dangers to management. If a reader publishes some illegal comments, if there is a problem, is the role of the official account operator or the reader of the message to bear the responsibility?
Secondly, some readers will use this loophole to carry out advertising operations in the message area of the official account, which is a very bad experience for operators and other readers.
Finally, for large accounts with a large number of fans, each article may have to review thousands of comments and delete those public opinions that may be risky. This is very stressful for operators.Perhaps it is for these reasons that WeChat chose to test this feature on a small scale.
Why does WeChat dare to do this?
Xiao Lei couldn’t help asking, why does WeChat make such a risky operation?
As a national-level application, any change in WeChat affects the daily lives of many ordinary users, so every move will be pushed under a magnifying glass for inspection. In this regard, Zhang Xiaolong also complained: “There are 500 million people in the country every day. Tucao WeChat, there are 100 million people teaching me how to make products.” This self-knowledge made WeChat enter a state of extreme caution in the early years, and it can even be described as “toothpaste squeezing” in terms of feature updates.
It is precisely because of the concept of “restraint” that WeChat has missed a lot of traffic dividends. From the “Q3 Mobile Internet Industry Data Research Report 2020” released by Jiguang Data, in the field of short video, Tencent’s Weishi has entered into It is late, and Douyin and Kuaishou have already opened a long distance in terms of daily active users.Although Tencent is still the top spot in the social field, in other areas, Tencent needs to accelerate its pace of innovation.
The same is true for attempts to upgrade the message area of the official account. In this highly competitive era, platform traffic has reached a bottleneck period. If the WeChat official account wants to capture traffic from opponents, it has to adopt more radical methods. Although the operation of “mutual evaluation” may bring some pressure to operators in the short term, from the perspective of user experience, this function can complement the official account articles, and the reading experience will be greatly increased.
WeChat is updated frequently, but not enough
It has to be said that after several major iterations of WeChat, although the main functions of WeChat have not changed significantly compared with the original WeChat, there are a lot of new features that WeChat has continuously added over the years, but not all new features will be affected by users. For high-frequency use, such as “Sou Yi Sou” and “Pai Yi Pai” functions, basic users will not touch it again after the early adopter is over.
WeChat has been repairing and patching its own functions, but the needs of users have not been fully satisfied. “It is recommended to add the function of querying who has read Moments”, “It is recommended that WeChat add mailbox function”, “Group owner group management message withdrawal function”” It would be great if there is a read function.” And so on, the sound is still lingering. Of course, not every update in WeChat is this kind of fun feature, and in many ways it will also listen to the user’s voice. For example, there was a period of time before many young people clamored to change the WeChat account, and WeChat also gave feedback on this. After the update, the WeChat account that could not be changed in the past can be changed once a year.
Although this ten-year-old national-level software still has flaws, the update of the official account’s message area is a signal. Through such small updates, it will provide a steady stream of vitality for WeChat and continue to improve user stickiness.
The user class of WeChat is complex, with different cultural levels and needs, and it is difficult for everyone to adjust. Therefore, the current WeChat may not dare to “innovate” easily.So from an overall point of view, although WeChat lags behind in the “innovative” level of functions, there are also many helplessnesses. Because of such restrictions, “toothpaste squeezing” changes are more reasonable for WeChat.
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