WeChat is no longer a private domain platform!

WeChat is becoming less and less like a private domain platform. It is now more like Baidu and Douyin. For friends doing business in the private domain ecosystem, it is both an opportunity and a challenge. What changes has WeChat made recently based on public domain? Let's take a look together.

Hello, fellow villagers. I am the village chief.

WeChat is becoming less and less like a private domain platform. It is now becoming more and more like Baidu and Douyin.

Faced with strong competition from TikTok Group, WeChat now seems to be slowly compromising.

In addition to adding friends for one-on-one private chats, WeChat is gradually becoming public in many other scenarios, including the Moments.

So next, for friends who are doing business in the private domain ecosystem, it will be both an opportunity and a challenge.

Today, let’s take stock of some of the recent changes that WeChat has made based on public domain.

1. Recommended articles for public accounts

The first and most headache-inducing thing for public account bloggers is changing the logic of article recommendations, which becomes more and more chaotic the more they change.

It used to be purely private, and the accounts I followed were forced to push updates to me.

But in recent years, public accounts have gradually pushed authors into a dead end.

First, all the information of the subscription account is folded and cannot be seen intuitively.

Secondly, each person receives push notifications in a different order, and some may not even receive any push notifications.

Third, recommendations are added at the bottom of each article. After users click "like", other articles will be recommended, which means that their own traffic is diverted.

Fourthly, after the article was pushed to the official account, some users followed the small picture push display and the number of clicks dropped again.

2. Recommended articles

Recently, the official account has added a new function that allows bloggers to set whether they want their articles to be recommended by the system.

This setting is actually not helpful for some high-quality public accounts, so you now see some eye-catching articles being recommended everywhere.

In the past, if a public account wanted to increase its followers, there were only two ways on WeChat.

Either users actively search, or content and activities are forwarded to attract user attention.

But now there are recommendations in the article details. You can search, read, ask, and subscribe to the list to find recommended articles.

3. Video Account Recommendation

Influenced by Douyin, Kuaishou and others, WeChat is currently focusing on video accounts.

Therefore, WeChat has put a lot of effort into the exposure of its video accounts recently.

First, video accounts will be recommended first in subscription accounts. In the past, it was pure articles, but now videos have a higher priority.

Secondly, there are entrances to the video account in Discovery and My.

Third, if you search and take a look, you will find that the video account has a higher priority.

Fourthly, some accounts are currently in internal testing, and video content will be recommended in Moments, and these are not accounts you follow.

4. WeChat Little Green Book

Recently everyone has been discussing that WeChat is about to become a little green book, because WeChat has launched a style similar to picture and text notes, and some users can find recommendations for posts such as experiences and notes in the "Look".

In the past, public accounts were pure articles. Although video accounts could publish photo albums, there was relatively little text content that could be written.

But since the official account can publish picture and text collections, it is very similar to the notes on Xiaohongshu.

In addition to official accounts, Douyin currently also has content forms such as notes, and Douyin's pictures and texts receive a large amount of traffic.

In particular, we can also see WeChat’s desire for traffic and its hope that this form can win back some creators.

5. Look, Search and Ask

Since Tencent spent 8 billion to acquire Sogou in 2021, it has to find a place to apply it.

There is no doubt that WeChat has become an important testing ground. Therefore, based on Sogou search, input method, questioning and other capabilities, WeChat has launched three core functions: look, search and ask.

Just ask on WeChat, and you will find that we can’t handle the free traffic!

Among them, the content of WeChat "Look and Search" is already relatively complete, and the content construction is being accelerated recently. Some guests' answers also include corresponding commissions.

From the above three channels, we can see that WeChat has further released traffic, and everyone can find a lot of content and authors that they have never paid attention to.

6. Video account is launched in the same city

I don’t know if you have noticed that the function of “people nearby” on WeChat, which used to be able to be searched by shaking, has now become “Nearby”.

After clicking in, don’t look for people to meet, but for delicious food and nearby tours.

The videos here are all posted by the authors of the video accounts, including individuals and businesses.

In the past, content related to the same city was placed at the very end of the live broadcast category of the video account.

Now the same-city service has been separated out, which is actually completely understandable.

On the one hand, WeChat has traffic and convenient payment, so it is natural for it to do local services.

On the other hand, as local businesses, they have been coveting WeChat traffic for a long time.

Since WeChat is willing to open this entrance, merchants are also willing to publish, so there is no need to worry about either products or traffic.

It will also boost the enthusiasm of a group of bloggers who make videos to explore stores in the same city and share good things, and promote their creations and sales.

In the past, the core function of WeChat was social interaction among acquaintances and proactive content subscription.

However, faced with attacks from Douyin, Kuaishou, Xiaohongshu and others, WeChat had no choice but to make some compromises.

Therefore, for those who continue to delve deeper into WeChat, it is both an opportunity and a challenge.

Author: Village Chief WeChat Official Account: Shili Village