Are public accounts facing challenges in private domain traffic?

Public account private domain articles are the key weapon to establish your own exclusive territory in the tide of the Internet. In this article, we will delve into the power and charm of private domain articles and explore how to use private domain articles to empower your personal brand or business.

Is the private domain of public accounts dead?

Survival of the fittest; either you follow the rules of the game and play them thoroughly, or you are out.

Official accounts are a private content platform that is worth cultivating. In addition to the high conversion rate of WeChat, you will love it even more after you understand how to link traffic between official accounts and video accounts.

As for those who say things like the private domain of public accounts is dead, I don’t even have to think about it, I know that these are the voices of the early public account owners!

Why do they deeply agree and resonate with statements like “Private domain of public accounts is dead”?

The core point, of course, is that their interests have been violated... more on that below.

1. Spend energy on attracting traffic, but others give it to you

In Uncle Qi’s opinion, it is more likely that the fans they have worked so hard to attract from all over the place to the official account are recommended by the official account’s traffic mechanism and then recommended to other bloggers.

It should be known that before the official account recommendation traffic mechanism was established, if you wanted to run an official account, your fans basically had to rely on themselves to attract traffic everywhere; so the early batch of account owners really worked hard, not only to create the best content, but also to find ways to attract traffic to the official account outside the website. However, in the end, they spent their energy to attract fans raised in the private domain of the official account, while you opened up public domain traffic and recommended it to others at 0 cost.

Just thinking about it makes these people feel very frustrated...

2. The original fan information cocoon was broken

Although the recommended traffic mechanism allows all account owners’ public account traffic to be connected to the public domain traffic pool; the core of this public domain influence is,

The original fans' information cocoon was completely broken.

Because the public domain recommendation traffic gives fans more similar information sources, it is easier for fans to identify which public account bloggers have good or bad content, and they have more choices. Instead of being blinded by the information cocoon in the closed private domain of the public account before. This also makes bloggers have higher requirements for the control of their own content quality and self-learning and iteration capabilities. The above are the two core views of this group of people on the death of the public account private domain, according to Qishu.

3. Decentralized public accounts are still the best platform for self-media to enter the market

I strongly agree with the adjustment of public domain recommendation traffic of public accounts. The decentralization policy is a strong support for newcomers to enter the public account market, and of course I am also a beneficiary. If the traffic is not redistributed, the right to speak in each field will fall into the hands of big Vs. Super traffic platforms like WeChat and Douyin do not want big Vs to occupy the right to speak and lock in field traffic.

The platform hopes that the diversity of ecological content in each field will allow more content creators to provide more differentiated value. Even if the big V is not there, it will not affect the development of the field ecology. As for the development of WeChat ecological products such as "Little Green Book", Ask, and Video Account, this is also a normal product iteration. It is not simply copying here and there. The essence is still the user's demand!

Just like Nokia, users have a demand for smartphones, but it is still selling old models. If you can't keep up with user demand, when the times abandon you, you won't even say hello. In addition, the low quality of recommended content caused by the public domain traffic pool opened by the official account does affect the experience.

Since Qishu studied the recommended traffic method of public accounts this year, the click-through rate of the title still accounts for the largest proportion of the system's recommendation weight for articles. This also leads to a lot of clickbait articles with water content, which are always favored by the system's recommended traffic!

I guess the authorities have noticed this phenomenon, and will adjust the weight of article evaluation indicators in the future. You can refer to the earliest adjustment of the weight of article title click rate by Toutiao. So the redistribution of public domain traffic from public account recommendation traffic has made some people happy and some worried! However, the most disgusting are those who make money from the public account recommendation traffic while complaining about this and that...

Author: Lao Qi; WeChat public account: Qishu Entrepreneurship Circle