WeChat service account has also been folded!

WeChat has made many adjustments to its functions recently. Since the last time the official account added new functions, WeChat's service account has also undergone some changes. Today we will discuss why the push notifications of WeChat service accounts are folded? Recommended for Internet friends to read.

After WeChat official accounts were allowed to modify the official account title, two more functions were tested internally:

The title of the official account can be modified! There are also these 8 changes.

First, the public account [Content Boost] is the traffic rewarded by the official.

The public account [Content Boost] is in internal testing, and the traffic is coming!

Secondly, service account push notifications have been collapsed, and in the future all push notifications will be put together like subscription accounts.

So let’s talk about today why the push notifications of WeChat service accounts are also folded.

1. Service accounts disturb users

Considering that some users still don’t know what a service account is, here is a brief explanation.

There are actually two types of public accounts: subscription accounts and service accounts.

Among them, the subscription account is more of a personal version, while the service account is an enterprise version, which can only be certified by self-employed individuals and enterprises.

One of the very important capabilities of the service account is service message push.

For example, if you use Fenchuan to create a paid circle, every piece of content you post in the circle can be sent to members through the service account.

It also includes members' questions, likes, comments, participation in events, service reminders, etc.

When people use the food delivery mini program, they will also receive reminders about the progress of various food delivery, coupons, etc.

As you follow more service accounts, you will naturally receive various interruptions every day.

2. Service accounts will also be restricted

I used to think that traffic limiting was only a matter for service accounts, but later I discovered that the entire public account traffic promotion system has changed.

We have a service account with more than 500,000 followers, but when we push content every week, the number of readers is only one or two thousand.

First, after the article is published, it is not pushed to all readers, and many people will not receive push reminders at all.

For example, if a user never opens a post after following it, or only reads an article for a few seconds, he or she will be considered to be not interested in the account.

Secondly, if a user subscribes to an account and reopens it after a long time, this is equivalent to activating the push notifications of this account.

3. Service accounts are also folded

The article push mentioned above is based on the logic of recommendation and is, to some extent, the user’s own choice.

However, this time the folding of the service account is a mandatory option, just like the folding of the subscription account.

Whether you have seen it or not, whether you like it or not, it has been folded.

Although the service account was strongly promoted in the past, there were only four opportunities to publish articles per month.

Subscription accounts have an opportunity to post a post every day.

The folding of service accounts will affect the marketing of many companies.

First, users cannot see the updated articles related to the service account in a timely manner.

Secondly, users can easily ignore various system messages sent through service accounts.

Third, many of the message pushes from service accounts are related to mini programs.

Many mini-programs are not used that frequently by users, and sometimes users even forget about them.

Once folded, the opening rate of the mini program will also drop a lot.

4. WeChat forces everyone to do private domain

Public accounts and service accounts have been folded one after another, and the hundreds of thousands or millions of fans that used to be there are no longer as useful.

Therefore, a more reliable way is to develop private domain.

No matter it is tens of thousands or hundreds of thousands, the number of readers of an article you publish may be 500 or 5,000, which is full of uncertainty.

But the private domain is relatively guaranteed.

Therefore, from now on, whether it is a subscription account, service account or mini program, traffic must be directed to personal accounts.

Why not Qiwei?

I still think that Qiwei’s private domain marketing methods are insufficient, and it is always positioned as a robot and customer service.

5. Forcing everyone to create a video account

What is the most popular self-media content now? What track does WeChat care about the most?

Of course it’s the video account.

Since all public accounts will be folded, the only account that cannot be folded at the moment is the video account.

There is no such thing as a separate push message for the video account. Once you click to publish, it will be in the information flow.

Merchants who also want to run corporate accounts can publish their works on video accounts.

When a merchant creates a video account, there will be subsequent certification fees, traffic fees, transactions, etc.

Finally, regarding the folding of subscription accounts and service accounts, I think it should be like WeChat groups, allowing users to make their own choices.

Users can choose which account to fold, and it will be folded, instead of a one-size-fits-all approach.

Author: Shili Village

Source: WeChat public account: "Shili Village (ID: shilipxl)"