Will WeChat update its private domain killer? Will it revitalize community operations? Will mini programs usher in a rebirth?

WeChat recently fully launched an innovative feature that allows users to jump directly to the mini program by clicking on an image, greatly simplifying the user's operation process and improving the user experience. This change not only makes product display more convenient and identification more efficient, but also brings new vitality to community operations and distribution shopping guides. This article will explore the impact of this new feature on the WeChat ecosystem and private domain economy, and predict its long-term effects.

01

Today, WeChat has fully opened up a very useful tool, the ability to jump from images to mini-programs, and it is fully open!!!

With just a few simple operations, for example, when your friends share your favorite products, services or information with you through the "WeChat Mini Program", you can notice the "Open Mini Program" button under the picture and click it to go to the application to make the purchase, which greatly saves the time and energy required for searching and inquiring.

This function is fully open to all types of mini-programs, including games, fast-moving consumer goods, office, or taxi-hailing. When you take a screenshot and send it to a friend, your friend will see a button to jump to the mini-program when they click on the photo. This means that whether you send the screenshot of the mini-program to your friends or directly to a group chat, you can actually jump directly to the mini-program.

The full opening of this function this time actually shows from a level that WeChat is trying to activate or stimulate the WeChat ecosystem and save the community economy. After all, in this case, private domain operations no longer require complex forwarding forms of pictures + texts + mini-programs. They only require screenshots to be directly identified and opened. From the user experience point of view, this will greatly simplify the user's purchasing process, greatly improve the user's purchasing or usage experience, and further increase the conversion rate of the private domain.

From a side view, this may also be a new entrance for traffic growth. However, based on WeChat’s past performance, it may not be possible to judge user behavior data in a short period of time due to the open platform of the mini program and partial traffic attribution. This may also cause abnormal behavior of user access data to the mini program in a short period of time, and fluctuations in the MA marketing effect.

02

Judging from the functions already available, it is very obvious that this optimization will bring benefits to private domain operations.

First, product display is more convenient.

In the past, if you wanted to share products in a mini program, you had to share the mini program. Although it was convenient to call up the mini program with one click, the product display was not comprehensive enough, and you might not even be able to view the detailed page. Now, the launch of the new function makes the information display of a single product clearer, providing users with a more intuitive shopping experience, and also solves the problem of finding a specific product in the mini program.

Secondly, the recognition efficiency is significantly improved.

In daily mini-program screenshots, we can only see the search icon, so if we send such screenshots, we often cannot accurately determine which store the mini-program belongs to. Now, the launch of the screenshot mini-program jump function has greatly improved the recognition efficiency of mini-programs, making it possible to call up mini-programs with one click.

Furthermore, community operations have been revitalized.

Many communities currently have low opening rates, and a single mini program can hardly arouse the interest of private domain users. Combined with the product display mentioned above, community operations can now better connect communities and mini programs, forming a new path from the chat interface to the purchase interface.

Finally, distribution and shopping guide work will be smoother.

Based on the concept of social operation, distributors and shopping guides often share mini programs with users to guide them to place orders on their own. However, sometimes the communication effect of such mini programs is not satisfactory. The launch of this new function will enable distributors and shopping guides to have more convenient ways and methods in the communication process, while reducing their workload.