Brother Gu listened to WeChat founder Zhang Xiaolong's sharing about the ten years of WeChat, and he sincerely reviewed some changes in WeChat in the past year. The process of review is worthy of learning and reference for everyone who thinks independently. The amount of information in the original text is too large. Now I will sort out the main points and some of my own understanding.
1. Why make a video account
In the past five years, the number of video messages sent by users every day has increased by 33 times, and the number of videos published in Moments has increased by 10 times. At this time, we should consider video content, which should be a theme in the content field for the next decade.
ps: I guess there should be competitive pressure from Bytes and Weishi's inability to break through.
2. What is the video number?
The video account is a short content platform that everyone can create. Because it is a content platform in the public domain, it cannot be created based on WeChat.
ps: The positioning determines that the video account and WeChat have different account systems. WeChat is the private domain, and the video account is the public domain.
3. The video account may become the official website of the institution
In the future, the video account will undertake a lot of service content of an organization, not limited to video. For example, the services of an enterprise can be displayed under the video account through a small program.
ps: The official account, applet, and video account do not meet the needs of the company's official website, but they may be met in combination.
4. Why did the video account not succeed in the initial stage?
The initial number of video accounts was not large, and it could not attract a large number of creators to share content, so three teams were formed to make recommendation algorithms, and some WeChat search boasting is omitted here. However, after a few months, I found that I was stuck in a dead end, that is, if the content was not good, there would be no page views, which led to no one contributing content, so the recommendation system could not push country email list out good content.
ps: Brother Gu has long known this. Maybe Brother Long may not have stayed in a small company. This is the kind of problem our small company encounters every day when making products.
5. Why did the video account succeed again?
Since the machine recommendation does not work, it is found that the machine recommendation is far less exciting than the manual (or friend) recommendation. Therefore, the revision to a video account is mainly based on real-name likes, supplemented by machine recommendations. Released a grayscale version based on friends' likes, and finally saw the rising data, and the retention of users is very high.
ps: I have to say that WeChat’s social foundation is still strong, and the revision of an idea is immediate.