Is WeChat's "Little Green Book" worth using?

This article introduces the features of WeChat picture and text messages after the upgrade, the reasons for upgrading the picture and text message module, and speculations on the future functions of WeChat picture and text messages.

In late February, WeChat updated the picture and text messaging function of public accounts , allowing creators to publish up to 9 pictures and up to 1,000 words.

Note: The left picture is WeChat, and the right picture is Xiaohongshu

Because its "picture + text" display format is quite similar to Xiaohongshu, it is called "Little Green Book" by netizens.

Previously, “picture messages” could only publish a single picture + text, and the word count was limited to 140 words. This is also one of the biggest changes in the content publishing format of WeChat public accounts in recent years.

However, as a national-level application with over 1 billion daily active users, WeChat would rather launch a new version of the function in a high-profile manner despite the accusation of "plagiarism" . It is not difficult to see WeChat's determination to make up for its disadvantage of "short content".

Let’s take a look at what’s so special about the “Little Green Book”.

1. What features have been upgraded?

The new version of picture messages is completely different from the previous picture and text messages and picture messages. For users, who have been accustomed to the unchanged picture and text content for many years, suddenly having a new form will naturally bring a lot of freshness.

Compared with the old version of "Picture Message", the upgraded functions are mainly "new" in three aspects:

1. You can fill in the title.
2. The description was expanded from 140 words to 1,000 words.
3. Users can scroll horizontally to browse all pictures on their mobile phones, with a display ratio of 3:4.

Although the format is very similar to Xiaohongshu, it is still within the WeChat system and must be different. So what are the highlights of Xiaohongshu and public account picture and text messages?

1. Display the cover image

Another major change in subscription accounts recently is that users who do not have stars or frequently read accounts will no longer see large pictures on the headlines. Instead, they will all be displayed in a unified small picture. As a result, many accounts specifically post content in the hope of being starred.
When posting a "picture and text message", regardless of whether you mark it as a star or not, the large picture will be displayed directly, which can be more helpful in attracting the attention of fans and increasing the open rate.

In addition, the image size of the picture message will be larger, slightly different from the cover size of the "picture message", which is 16:9 (the cover size of the picture message is 2.35:1). In the subscription account message window, the new version of the picture message is more eye-catching.

2. Images can directly identify QR codes

Whether it is pictures or private messages on Xiaohongshu, QR codes cannot be placed, which has a great limitation on traffic generation and conversion.
The pictures in the new version of picture and text messages can be accompanied by QR codes, mini program codes, etc., and support direct long press recognition. This will undoubtedly facilitate creators to better conduct traffic conversion.

3. Support dynamic images

The new version of picture and text messages supports dynamic pictures. To be honest, this is better than Xiaohongshu. The specifications of all pictures are consistent with the previous article style: whether it is a dynamic picture or a static picture, the picture size cannot exceed 10m, and the total number of frames of a dynamic picture cannot exceed 300 frames.

4. Mobile phone can be released at any time

Now, the subscription account assistant has also upgraded the "picture message" function, allowing creators to publish content on their mobile phones anytime and anywhere.
Not only can you operate picture messages in the same way as in the public account backend, you can also directly generate pictures from texts, with pictures and stories. But please note that the text on each picture cannot exceed 2,000, and a maximum of 20 pictures can be posted.

2. Why does WeChat create the “Little Green Book”?

The most direct change brought about by the upgrade of "picture and text messages" is the enrichment of WeChat's short content ecosystem. In the 2020 WeChat Open Class, Zhang Xiaolong mentioned that short content is the direction that WeChat has always been working on.

In 2020, video accounts made up for the shortcomings of video content and became the fastest growing business in WeChat's huge system. Now the upgrade of picture and text messages is another strengthening and supplement in short content.

For a long time, WeChat's short content ecosystem has not been outstanding, and public accounts have been shaped by user behavior into a channel for publishing articles rather than short content such as text or pictures. An undeniable fact is that the development of public accounts is gradually declining.

According to data, the overall opening rate of WeChat official accounts has dropped from 2.3% in 2018 to 1.1% in 2020. Some media have conducted research on some science and technology media official accounts and found that the current opening rate of official accounts is generally less than 1%.

Especially since 2018, the explosion of short video platforms such as Douyin and Kuaishou has attracted many public account readers, and many creators have begun to switch to short videos.

It can be seen that WeChat launched the new version of "Picture Message" this time, on the one hand, to retain and attract more users and meet users' needs for different forms of content such as graphic information, short videos, picture messages, etc.

On the other hand, we also want to tap into more content creators . Lowering the threshold for creating public accounts can promote the frequency of creators' updates and allow them to share their content anytime, anywhere. We also want to let creators see opportunities through the major reshuffle of content formats.

This may be a good opportunity especially for accounts and articles on photography, travel, product recommendations, beauty, food, etc.
As the saying goes, there is no construction without destruction. Even if the content is good, if it remains unchanged, users will become aesthetically fatigued. Only by constantly bringing new forms and new values ​​to users can long-term retention be achieved.

3. Speculations about the future of the “Little Green Book”

Although WeChat has improved many features of "Picture Messages" after the recent update, there are still many things to look forward to in the future. Here are some of the most likely features:

1. Connect with the video account ecosystem

When picture messages were first revised, they only contained pictures and text, and even "read original text", "mini program link", "video number", etc. could not be inserted.

In the latest update, the ability to insert "mini program links" has been implemented, which means that merchants can insert the mall's mini program in pictures and texts to guide users to purchase, thus making up for the weakness in conversions.

Therefore, it is highly likely that the "Video Account" will be connected in the future. After all, the Video Account is the most important part of the entire WeChat ecosystem in the future.

2. Add label function

Currently, picture messages cannot be marked as original, the author cannot be written, and topic tags cannot be added. After all, in Xiaohongshu, tags are a key part of indexing and public domain traffic.

In terms of interaction, if a new account does not have a message function, then posting picture messages lacks a natural interactive channel. After all, a lot of interesting content is brought by the interactive area.

3. Release the number of releases

Currently, posting a "picture message" is the same as before, and it also takes up one public account posting opportunity. For accounts with more mature content systems, or accounts that prefer to display text content, don't waste one opportunity to post a "picture message" easily.
The text part is limited to 1,000 words, which makes it difficult to meet the needs of deeper text output. Therefore, in the future, the number of times that picture messages can be posted may be relaxed to stimulate creators to post more picture content.

4. Content enters the public pool

The current content is still under the content of the official account, or to put it bluntly, it is still in the private domain ecosystem. The exposure of this content depends on the number of fans of the account.

If WeChat wants to vigorously promote "picture messages", it is not ruled out that a separate public domain pool will be created, just like the video account, so that this type of content can enter the public domain pool and get greater exposure and recommendation according to the algorithm mechanism. It is also a good way to indirectly recommend the official account itself.

Final Thoughts

Facts have proved that even platforms with 1 billion users are constantly looking for breakthroughs and changes. Creators must also keep pace with the times. Only by seeking change can they survive better.

Therefore, at a time when it is becoming increasingly difficult to operate public accounts, "Little Green Book" is worth a try and must be tried.