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

Recently, WeChat official accounts have made some changes, including the modification of the official account title. In addition, there are 8 other changes. Let’s take a look.

This is great news for all public account creators!

01 Modify the title of the public account

The official account finally supports modifying the title, but it is still restrained.

Rules: The title word is limited to 3 words and the content can be modified, including deletion and replacement.

For many content creators, this means that they don’t have to delete the entire text if they accidentally make typos or omissions.

02 Modification of pictures in the official account

In addition to titles, pictures in official account articles can also be modified.

Rules: Click on the picture to replace or delete it. Modifications within 3 pictures are supported.

But even such a small change can make up for many problems for the creator, such as wrong pictures, typos, infringements, etc.

In the past, many entertainment events were caused by careless picture matching by public accounts.

So far, WeChat public accounts have supported modifications to titles, texts, and pictures.

We can make a bolder prediction that perhaps header images will also be able to be modified in the future.

03 Traffic recommendation

A long time ago, I wrote an article saying that WeChat is no longer a private domain platform, which aroused the same feeling of many people. Previous article: WeChat is no longer a private domain platform!

It also mentioned some revisions to the official account. Today, in addition to sharing the support for modification of the official account title, I will also talk about other recent small changes to the official account and their impact on content creators and user reading.

I personally think that for creators, the biggest feeling in recent years is the decrease in traffic.

On the one hand, it is related to the product positioning of the platform. As a product that is mainly graphic and private, a lot of traffic has been snatched away by short video platforms such as Douyin, Kuaishou, and Bilibili.

Another aspect is directly related to the adjustment of product mechanism. First, the official account was included in the subscription message, then the message reminder was weakened, and then the push reception time was changed.

And now we have started to make differentiated recommendations based on content, topic, user opening frequency, and header image size, which has directly reduced the blogger's opening rate from 3% or 5% to 0.3% or even lower.

Let me tell you one detail. If you subscribe to a public account, but you don’t open the messages it sends for a long time, you will not receive any push notifications later.

The background of the official account shows that the message has been sent, but it has not actually been pushed to the user. The user needs to actively open the historical messages of the official account before it will be activated.

04 Advertising Monetization

The fourth most serious impact on creators is the launch of an advertising selection platform on public accounts.

It seems to be a good thing. The official account also has its own "star map".

But this approach only benefits top bloggers, giving them more opportunities for exposure.

For bloggers who only have tens of thousands or even thousands of fans, almost all the advertising that they could accept privately in the past is gone.

For example, account recommendations, course recommendations, etc., which have a huge impact on the creators' income.

For example, my account has been online for a year on the advertising selection platform, but I haven’t seen anything.

05 Advertising Identification

What is more worrying is that even QR codes from other platforms will not work in the future.

For example, many people will put the QR code of a certain course, article, app, or circle in the articles of the official account, but this will not be allowed in the future.

Only products within the WeChat system can be displayed. For example, you cannot post the QR code of Fenchuan, but you can directly insert it into the Fenchuan mini program.

It is not allowed to directly post the QR code of Youzan Mall’s products, but it is allowed to insert the product link of Youzan Mall’s mini program.

If this confirmation comes into effect, the business of many companies will be seriously affected.

In fact, it is also forcing some companies to turn their products into mini-programs and put their transactions on WeChat.

This is actually a sign:

1. Everyone tries to forward some app links to Moments or WeChat groups. Previously, a card style was generated, but now it is still a pure link after forwarding.

2. In the past, the H5 page could be used to call up the app to directly jump to download or open it, but now many permissions have been closed.

Perhaps in the future, whether it is individuals or companies, inserting external links in the menu bar of a public account or in articles will be restricted or require review and filing.

3. You can pay attention to the articles of some public account bloggers. Sometimes there will be a prompt at the bottom of the article: This content contains advertisements. This is automatically determined by the system when reading the content.

Content like this is generally difficult to get recommended by the platform.

06 Author's Statement

In the past six months, projects related to public account traffic revenue have been very popular.

Many people claim that they can use ChatGPT to generate popular articles, get recommendations from the platform, and earn traffic revenue.

We do not rule out the existence of such cases, especially various eye-catching articles, which have a reading volume of tens of thousands or hundreds of thousands.

This also benefits from WeChat's opening up of public account articles on various traffic ports, but I think such a project will not exist for a long time. Instead, it will exploit the platform's loopholes in the short term.

Currently, the official account has launched a function for author declaration, the first item of which is that the content is generated by AI.

I think this is also a preparation for the promotion of the official account. Once more people watch it, these prompts will become necessary.

07 Push times

One of the problems that public accounts cause headaches for creators is that the number of times they can post is limited.

Although you can post 8 pieces of content at a time, you can only post once a day, and service accounts can only post four times a month.

Except for a few accounts that have privileges, other bloggers cannot catch up even if there is a hot topic.

There are also some accounts that publish in special forms.

Now there is good news: there is no limit on the number of group messages a public account can send every day.

The only difference is that you can only send a message reminder to all members once a day, and the rest are displayed on the homepage of the official account by default, and users need to check it themselves to find it.

But this actually sends a message.

In the past, public accounts emphasized single articles, but now they are beginning to introduce the concept of homepages and accounts.

Personally, I think that the restriction that public accounts can only post once a day will be lifted.

Just like Xiaohongshu, Weibo, Toutiao, Douyin, etc., users are allowed to post multiple messages in one message.

But if that is the case, the subsequent push mechanism may be much weaker, and it will not be as accurate as the current one-to-one push.

08 Recommended search at the bottom

In the past, at the end of an article, we saw [Recommended], which was the author’s other articles or content in similar fields to the author’s article.

Now you can see that the end of some articles has become the old [Search], which is mainly keywords related to the article. After clicking, it will jump directly to the search page.

[Like Recommendation], for the author, is equivalent to precise traffic diversion.

[Search], on the other hand, is a fan of traffic and increases the exposure of more content because the results page has recommendations related to articles, video accounts, and public accounts.

There is one point worth noting for the author.

That is, in the content of our official accounts and video accounts, we must learn to layout relevant keywords to increase the chances of being searched and displayed.

The above 8 points are some adjustments made to the official account in the past year.

But as a long-term user, I feel that most updates are unoriginal and do not address the pain points of the author's actual operations.

First, it did not improve the efficiency of public account authors, and second, it did not increase the authors’ monetization opportunities and increase their income.

So the more intuitive feeling is that the official account is not trying to retain authors, but to drive them away.

For ordinary creators, the requirements are even more stringent.

However, as WeChat is such a large traffic platform, it is difficult for ordinary authors to give it up. If they want to develop private domains, build communities, make videos, or create personal IP, they have to continue using it in conjunction with official accounts.

So I can only endure it silently and hope that it will get better one day.