[Breakthrough] Is there a way to delete friends in batches on WeChat?

WeChat Enterprise has been charging fees for a while, and many users have raised many questions about this charging behavior. This article starts with WeChat Enterprise charging, and details the reasons, the logic behind it, and how to deal with it. It is recommended for students who want to learn more about WeChat Enterprise.

It has been more than a month since the WeChat account was charged. Recently, I have also seen this search go down, so we can briefly talk about our feelings during this period of being charged! As usual, before talking about the method, I first summarize the following "key points":

• Why doesn't Qiwei delete in batches?
• The logic behind WeChat Paying Per Capita
• Should we really teach him how to make products?

If you think these questions are also your recent "random thoughts", then I actually suggest that you take some time to read them.

When private domain is mentioned, enterprise WeChat is often mentioned as well. However, the overall value of private domain is not just in enterprise WeChat. There are many other fields that can be done. But why no one else mentions it is mainly because compared with other scales, the scale of WeChat is really much larger.

As the overall popularity has died down, we would like to have a brief chat with you from a practitioner's perspective about what actual impact the charging of WeChat for Business has had on us and our business operations.

1. Since the fee is charged per person, why can't we delete in batches?

Regarding this issue, we have actually communicated with the WeChat Enterprise team, and we have also explored in depth the overall revenue background and the logic behind the unwillingness to release a tool for bulk deletion of WeChat Enterprise friends.

On the one hand, many people feel that the largest user communication market is here. With indicators such as 500 million and 1.8 billion UV being continuously marketed in multiple dimensions, and personal WeChat accounts being restricted from adding users, prohibited from disturbing users or even blacklisted, many companies are forced to switch to using WeChat for Business to add users, trying to find a hint of security in the certification fees of WeChat for Business. However, everything is just a dream.

As the number of active users grew, WeChat for Business chose a strategy that was completely different from DingTalk and other platforms. It chose a capitation fee model to make up for the shortcomings of the current revenue model. However, for the sake of overall revenue and to increase the possibility of companies purchasing in large quantities, WeChat for Business also put a lot of effort into cleaning up external contacts. This is mainly reflected in the fact that the function of deleting external contacts in batches is not open. Excessive deletion volume will trigger WeChat for Business's risk control restrictions. Companies that do not have data storage capabilities cannot determine whether external contacts have deleted employees. Employees deleted by external contacts cannot be labeled, and there is no way to filter out specific people.

It may not be that frontline practitioners really cannot understand, because for the above reasons, there is no way to judge how many people gave up deleting friends after the loss of corporate WeChat was blocked, and finally chose to buy a higher-end external contact package. According to our communication with relevant classmates, some classmates said that when the size of the company was just over 2 million, they needed to manually delete the number of people to limit it to 1 million. They and their colleagues in the whole company worked hard to delete. One person could only delete 800 people per hour, and they were once collapsed by deleting every day. Of course, some classmates said that after working in operations for so long, they finally understood how painful the piece-rate work model of the older generation was. Deleting one person is worth 0.2 yuan, and their value for a day can actually be calculated by deleting friends; there are even some who delete so much that they leave...

2. How to face the current state of micro-enterprises

Maybe many private domain practitioners have already felt that those service providers who touted the private domain of enterprise WeChat have begun to change their direction and migrated to video account service providers. It feels like the entire trend has only lasted for two or three years, and suddenly it has changed from communication between people to the battle for public domain traffic algorithms.

Many practitioners may also be confused. From the early community operations in the private domain to the current user operations, what else can we do in the future? Especially after WeChat for Business started charging fees, we can hear more and more people asking how we should prove our value through the private domain, how we should calculate the LTV and GTV contribution of a single customer, etc.

Admittedly, even the leading private domain operation service providers may give you a lot of private domain contribution outputs and contribution ratios, but no one can tell you the inevitable relationship between private domain users and public domain users. Of course, there are many people in the membership system who have started to collect sales data, but we will not discuss it here.

We have contacted many brands and platforms, and it seems that the whole world is thinking about the same question. Brands always ask, the ROI of my direct train or my video delivery is relatively fixed, and if I increase the delivery, my actual output will be calculated; the platform also asks, it is just a channel for me, I have no way to define its actual value, but this thing seems to be stuck in an infinite dead end.

Brands calculate the overall ROI through continuous capital investment, but from the perspective of the entire private domain, it seems that WeChat for Business only has the cost of package cards and personnel investment. The GTV brought by this round of package cards through our investment in package cards seems to be unfair to the overall private domain value. After all, the conversion of private domains is post-positioned. So how do big brands calculate the entire ROI? We know that some consider the number of users, user retention rate, and use very complex calculation formulas such as repurchase, add, and open. However, no matter how this type of calculation formula changes, there is still no calculation formula that practitioners and brands can compromise on.

The platform is always trying to build channels. Between channels, there is often only a simple one-time cost of attracting new customers brought by the entire channel. However, the private domain is less compatible with attracting new customers. It is more about maintaining orders and increasing users. It seems that it has fallen into a situation where multiple departments are involved. The channels that operators can send include self-built APP, SMS, AI outbound calls, corporate WeChat and other means, but it seems that they can only explain the efficiency of reach. Due to the diversity of operational reach, they often fall into endless discussions about whether it is the effect of reach or the effect of operational strategy. This is also the contradiction between operation and private domain.

3. What kind of software do private domain practitioners expect?

Regarding WeChat for Business, many people are really angry but dare not speak out. They are now openly promoting an office software that actually uses plug-ins, and then they are cracking down on plug-ins. But let's ask most practitioners, is the reason for choosing WeChat for Business in the first place because it is an office software? Everyone may have their own answer in their hearts.

If the private domain really needs to charge continuously based on the number of people in the future, then the function of deleting friends in batches will need to appear sooner or later. After all, there will always be an endless supply of users, but every time the company reaches out to users, it will inevitably lose a large number of users. If it still refers to the method of slowly deleting one person at a time, then the efficiency is still relatively low.

If all companies in the future have to use private domains to maintain users, then the future private domain digital infrastructure and conference membership or zero-code industries will inevitably be a blue ocean, and a number of new companies will be able to quickly extend.

If the private domain is the communication between people, then in the future, the investment in big brand promotions, copywriting and soft implantation of product promotion will also begin to appear in various brand communities one after another, so as to seek relatively high overall monetization.

Of course, whether it is WeChat for Business or the future Xiaohongshu or the overall ecosystem of Bilibili, only those who are really willing to put in the effort to operate it can eventually succeed. I hope everyone will do their best in the future.

I also hope that WeChat for Business will no longer ban my account.

Finally, if you really want to do this, go ahead, don't be afraid , after all, who knows about this thing?

Author: Pingfan Youth

Source: WeChat official account: "Private Domain Operation Notes"