The latest major revision! WeChat Q&A will be in full swing in 2024

Recently, WeChat's "Ask a Question" has been revamped. In the face of this revision, we also need to re-examine the value of this traffic depression. This article will analyze the advantages of the revision of Ask a Question and how to use Ask a Question to attract traffic. I hope it will be inspiring to you.

A few days ago, I was complaining that Ask is a useless existence in the WeChat ecosystem...

As a result, when I opened the search function on my mobile phone today, I found that the Question section of the page had undergone major adjustments; but when I switched to another phone, it still showed the old version, which means it is probably still in grayscale testing.

🔺The left picture is the old version, and the right picture is the new version of the Ask a Question interface

After experiencing this revision, I think I really need to subconsciously re-examine and question the value of this traffic pool.

Below is a comprehensive sharing of the favorable directions of the revision and how to conduct precise traffic diversion in the new version of Ask ; the information density below is extremely high, it is recommended to save it before reading!

01 What is the benefit of the revision?

From the original intention of the product manager to revise the Ask a Question function, it is of course more for the user experience and demand satisfaction of the questioning users and answering creators.

Then, I will share from four perspectives : traffic entrance, user experience, content benefits for quiz creators, and product demand feedback ↓↓

1. Traffic entrance, weaken search and strengthen ask

After the revision, the traffic entry of the search page is more focused on asking questions, which can be seen from the following two points:

① Interface layout ratio

The most intuitive manifestation is in the proportion of the interface layout after the revision. Ask accounts for 95%, and the search box accounts for 5%, and the visual effect of the SouYisou brand is completely weakened.

Judging from the interface layout, WeChat officials clearly intend to draw the attention of users who use the search portal to the ask product.

②Ask about waterfall flow content presentation

The old version of Ask a Question displayed 6 questions, and the content was presented in the form of text links; after the revision, Ask a Question presents a waterfall flow content style.

🔺The old version is on the left, the new version is on the right

I also tried to scroll up and down several times, and currently I see that the questions and answers are mainly presented in the form of pictures + text content; there is relatively little video content.

The revised traffic entrance is tilted, which not only cultivates users' habit of asking questions/searching on Ask a Question, but also uses traffic to stimulate the activity of question creators.

2. Users can get answers to their questions more efficiently

From the perspective of the user experience of getting answers to questions, it is more efficient than the old version, and it greatly reduces the number of users jumping out before reaching the main question page.

The experience process for old version users to get answers to questions is as follows↓↓

In the old version, when users click on a question and then get the complete answer, they have to go through 3 pages before reaching the waterfall page of the question. This kind of user funnel loss is intolerable for any growth product manager ...

The experience process for new users to get answers to questions is as follows↓↓

In the new version of Ask a Question, the process from users clicking on a question to getting a complete answer is as above. Only a click is required to reach the waterfall flow page of the question, which provides a smoother experience.

This kind of optimization in user experience can significantly improve users' ability to efficiently obtain valid information.

At the same time, the optimization of user experience has also indirectly increased the conversion rate of all creators to fans, which is indeed a good adjustment that kills two birds with one stone.

3. Good content for quiz creators

For quiz creators, this major revision of Ask a Question is undoubtedly a major benefit.

After all, most creators answer questions for traffic, and this time the traffic entrance completely supports Ask a Question, which will stimulate the activity of creators who answer questions; after all, question-and-answer traffic is the best positive feedback, just like the major revision of the official account last year to fully publicize recommended traffic.

However, when comparing the new version with the old version, from the perspective of traffic, I have not found any obvious regularity in the first question and answer displayed directly below the question.

Therefore, I think the key points to note are:

The best way to present answer content is by combining pictures and text.

Because the revised Ask a Question page is presented in a waterfall flow format, the display of answer pictures in this format will be more visually impactful and more likely to attract users' attention, which in turn affects the click-through rate of the questions.

The new version of Ask a Question has pictures + text ↓↓

In the picture above, Uncle Qi has sorted out the presentation forms of one picture, two pictures, three pictures, four pictures, six pictures, nine pictures and video Q&A, so you can feel it intuitively.

For creators, the best way to present the best answering traffic effect is to use pictures + text. The more answering pictures there are, the greater the visual proportion of the current user page will be, thus providing more information increments to users.

4. Insert one-personal demand feedback

Taking advantage of this major revision, as a blogger of a public account, I would like to raise a user demand to the product manager of Ask, although I don’t know if it can be solved... After all, the content of the video account can be seamlessly connected on Ask.

Ask whether the question can be presented in the form of: text + link to the public account article .

🔺The left picture is the Q&A page, and the right picture is the immediate release page

For example, the left side of the above picture shows the question-and-answer content options, which do not support link formats. The right side shows the link options for the immediate content publishing page, as well as the text + link content presentation format.

I don’t know if this type of format has not been developed because it is unable to detect spam links? Risky links? Or is it intentional to make a mental distinction between the two ecological products of Ask and Public Account Pictures and Texts in terms of user awareness…

02 How to do a good job of asking questions to attract traffic?

After all, the support for traffic entrances is so obvious on WenYiWen, so for those of us who want to dig deeper into traffic diversion on WenYiWen, how can we achieve sustained results?

1. Focus on answering questions in vertical fields

In fact, most people do Q&A to attract users, so we must focus on vertical fields to answer questions, and don’t answer questions randomly without a goal, which is an extreme waste of the number of questions and answers.

🔺New version of Ask a Question Square

2. Select validity questions to answer

I won’t go into details here about how to judge the user demand status.

Let's discuss the question based on the traffic size and the accuracy of the audience. We can divide the answer types into the following four types: large traffic and accurate, large traffic and inaccurate, small traffic and accurate, small traffic and inaccurate

As for what are the questions that suit your precise audience, for example, if I am doing self-media teaching, then questions about Internet light entrepreneurship, self-media practical knowledge, content writing skills, and side jobs can all be regarded as questions that I can answer precisely.

Questions with large and accurate traffic are generally easy to appear on the homepage recommendations; questions with small and accurate traffic are generally less recommended on the homepage. For such questions, we usually need to search and find answers through industry keywords.

Because the number of questions you can answer every day is limited, in order to improve the input-output ratio of the question-answering time, we can arrange it in this way↓↓

60% of the respondents said that the traffic volume is large and accurate, 30% said that the traffic volume is small and accurate, and 10% said that the traffic volume is large and inaccurate (it can be operated as a general traffic funnel)

3. Choose potential questions to answer

With so many competitors answering questions, how do we determine which questions have potential value to answer?

Of course, the choice is the one with many followers, few replies, and high traffic.

How to judge this kind of problem?

It’s very simple, just look at the ratio of the number of followers to the number of replies!

If the number of followers: number of answers > 5:1, for example, 100 people follow the question, but less than 20 people answer it. Then it is worth your time and energy to answer the question. The number of followers of the question actually represents the number of people you reach by answering the question (because after you answer the question, the system will notify the people who follow the question)

If there are too many people answering a popular question, you can choose to take advantage of the situation to intercept traffic in the comment section under the popular question. Intercepting traffic is not a random act. It requires you to supplement or propose new ideas based on user questions.

4. Answering skills

If you want to get a lot of volume in answering questions in a vertical field, then the quality of the content is very important. In addition to solving users' actual problems, if it can also trigger emotional value, the probability of going viral will be greatly increased.

Please pay attention to the content of the answer↓↓

① Keep the narrative simple and easy to understand, don’t write too much

② The answer should be practical and inspiring to the questioner.

③ The answer layout is very important. The total score structure is 123... It is best to be clear and organized. Do not pile up a large paragraph of content, which will cause visual fatigue.

④Try to stick to originality. Of course, you can use AI to assist in answering questions, but be sure to avoid leaving too much trace of AI!

The best answer length should be 100-200 words. Users will not be patient enough to read more than one question. Do not answer more than one question, as this may cause the review to fail.

5. Selection of traffic source identity

The identity of the traffic flow depends on which area you are deeply involved in. If you are mainly working on a public account, then choose to answer under the public account identity. If it is a video account, then choose to answer under the video account identity.

Of course, if you are doing private domain business, it is best to use the public account to attract traffic. After all, the path from the public account to the WeChat private domain is relatively shorter.

03 Conclusion

From the launch of Ask a Question last year to now, the WeChat team has been constantly making revisions and adjustments; this shows the importance of Ask a Question in the WeChat ecosystem.

We won’t discuss whether its product strength can compete with Zhihu, but the fact that it has over 1.3 billion monthly active users on WeChat alone makes it invincible.

In addition, from an objective factual perspective, I think there is definitely a difference between the user groups of Ask and Zhihu. You can understand it in a disguised way that people who use JD.com are unlikely to use Pinduoduo; but they are both e-commerce products, just with different user groups.

Therefore, Qishu also believes that Wenyiwen has its own value, rather than just competing with Zhihu. After all, there is space and demand in the market, and it is backed by WeChat. If the questioning behavior of WeChat users is cultivated through long-term education on Wenyiwen, it is very likely to erode Zhihu's market share.

So asking a question must be promising. In Uncle Qi’s opinion, it is another new “Zhihu” facing different target groups!

Finally, I would like to say that even the giant WeChat platform is constantly looking for breakthroughs. As content creators, although we cannot control development, what we can do is embrace change.

Just like embracing the public domain of official accounts, we should act according to the trend, seize the opportunity and follow the trend!

Author: Lao Qi WeChat public account: Qishu Entrepreneurship Circle