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张小龙:微信自研输入法即将灰度测试,视频号成为下一个十年主旋律?

2021-01-20 01:59:47 InfoQ

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1月19日,一年一度的微信之夜如期而至,受疫情影响,今年选择了线上的方式举行,“微信之父”张小龙在线上发表了长达两个小时的演讲。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年是微信诞生的第十年。过往十年,微信改变了人们的交流和支付方式,微信支付、企业微信、微信读书等已经成为了大众日常生活用品,据腾讯最新财报显示,微信月活跃用户突破12亿(合并WeChat),成为中国互联网历史上第一款月活用户突破10亿的产品。张小龙表示,每天有10.9亿用户打开微信,3.3亿用户进行了视频通话;有7.8亿用户进入朋友圈,1.2亿用户发表朋友圈;有3.6亿用户读公众号文章,4亿用户使用小程序......微信俨然成为了“一种生活方式”。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"张小龙:微信自研输入法即将灰度测试"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在微信迅猛发展的十年间,几乎微信的每一个功能,每一个入口,每一次调整,都会为人们的移动互联网生活带来改变。在此次的公开课上,张小龙透露正在自研微信输入法,并且即将开始灰度测试。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"张小龙坦言,此次自研输入法并不是为了抢夺这个市场,而是保护用户隐私"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":":"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"微信会经常收到投诉,说刚刚在微信里聊到什么,就在其他App里看到这个东西的广告,是不是微信在出卖我的聊天记录给广告主。其实并不会。微信从来不会去分析用户的聊天记录,即便因此损失了很多广告收入。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"所以当我们的机器语义理解团队说我们自己做输入法可能会做得更好的时候,我当然很赞成。因为至少,在安全性方面,我们可以做得足够好。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我们的目标不是一下子获取多少用户。因为输入法是文字表达的入口,并且输入法必然越来越智能,可能出现新的输入形态,所以还是值得投入去做的。"}]}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"微信的下一个十年是视频号?"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在张小龙长达两个小时的演讲中,视频号占据了非常重要的位置。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"可能在2017年吧,我跟公众号的团队说,我们现在公众号只适合少数人写长文章,但是大部分人写不了文章。我们应该在朋友圈下面加一个“非朋友圈”,只能发短文或者照片视频。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但后来就不了了之了,确实是很大的工程。因为帐号体系可能都完全不同了,就完全是个新的比公众号还复杂的系统。"}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"随着时间的推移,视频化表达其实越来越成为普通人的习惯。来看几个数据,最近5年,用户每天发送的视频消息数量上升33倍,朋友圈视频发表数上升10倍。这时候,我们再思考短内容的时候,就会想,不应该基于短文字来做,而是应该基于视频化内容来做了。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在没有资源,没有在公司开会立项的情况下,视频号就开始做了,其定位为人人都可创作的短内容平台,不局限于微信号进行创作,因此需要新的ID。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"长期以来,微信的最大价值是每个人的微信ID,这保证了微信支付等功能的顺利运行,但如果因为视频号而开启新的ID,那就相当于一个产品中需要承担两个身份,这其实还是非常有挑战的,双ID会让系统变得非常复杂。一旦走出这一步,意味着微信不再局限于社交领域,而是进入到公开信息领域。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"ID还有一个重要的意义是针对机构的。张小龙谈到:“其实微信一直在寻找PC时代的“官方网站”的替代物。做公众号的时候,我们希望公众号就是一个机构比如企业的官网。做小程序的时候,我们希望小程序就是官网。现在,我们希望视频号是每个机构的官网。这是合理的,官网是需要进化的。所以未来视频号会承接一个机构的很多服务内容,并不局限于视频。比如一个企业的服务,可以通过小程序的方式,展示在视频号下面。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第一个版本其实只是搭建了这样一个ID体系。和公众号的很类似,但是比公众号的门槛低很多,普通微信用户可以立即开通它。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"内容表现上,只是一个简单的信息流,混合了关注的,朋友匿名点赞的,和系统推荐的内容在里面。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但这样的效果并不好。因为是灰度,量不大,因此也吸引不到大量的创作者来贡献内容,因此推荐的内容也一般般。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因为希望推荐的质量能够好起来,所以微信后来又组建了三个做推荐算法的团队,每个团队十几个工程师,希望各自用不同方法去找到推荐的最优解。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"推荐团队很努力,但头几个月的滚动特别困难,似乎陷入了死结,就是内容不好看就没有浏览量,导致没有人贡献内容,所以推荐系统也推不出好内容,然后继续没有好的内容看。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"5月份的时候,微信做了视频号最重大的一个改变。经过几个月的灰度,表明在现有的内容下,基于机器推荐是走不通的。对比朋友点赞(虽然当时朋友点赞还是匿名的)和机器推荐的内容,张小龙发现,机器推荐的远不如人工(或者说朋友)推荐的精彩。既然这样,就应该以实名点赞的社交推荐为主,机器推荐为辅。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"于是五月份开始了变更最频繁的两周,几乎每两天就要更新一个版本。然后发布基于朋友点赞的新灰度版本,终于看到了上扬的数据,用户留存也非常高。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"6月份,视频号的用户到了一个量级。对于一个内容形态的产品来说,一定量级的用户意味着解决了生死问题,即流量循环起来了。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"长视频和短视频"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"对视频号来说,一分钟以内的视频是为短视频,一分钟以上的视频的开头一分钟视为该视频的摘要或简介,称为封面。这样,视频号不区分长、短视频,但是又能兼容短视频的体验。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"关于长视频,张小龙希望视频号逐渐积累越来越多的长视频,成为长视频的云端仓库。将来有一天,也许视频号会提供一个检索或推荐入口,这样用户可以找到丰富的长视频内容。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"这个其实也是未来非常有想象力的。"}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"视频号和个人的关系"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"张小龙表示,视频号的初衷是让人人都能很容易通过视频化的方式去公开表达内容。但做产品的人都知道,让用户去发表内容去表达是最困难的。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"现阶段,视频号也并没有做到让很多人在上面发表自己的日常,但团队上线了将视频号内容关联到微信名片的功能后,发现结果比预料的要好很多,到现在已经有非常多人在名片展示自己的视频号内容,并且还在持续增长,这是个很好的趋势。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"视频号的上半年,平台内容丰富度不够,命中率很低。所以当时半屏式的信息流是合适的,一屏显示超过一项内容,用户有选择的余地。那时候如果直接上全屏,可能死的很快。到下半年,内容逐渐丰富,命中率开始提高。并且全屏对于单个视频的展现效果比半屏要好,团队开始灰度切换到全屏模式。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"经过对比发现全屏后,关注tab的人均vv(video view,视频播放量)下降了,推荐tab上升了。可能因为关注tab的命中率不够高,以至于全屏后带来了轻微的选择困难。后续,视频号会通过算法对关注的内容做排序,也是为了提高命中率。特别是全屏之后,因为用户的选择余地为零,更需要算法来做排序。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"张小龙演讲完整版推荐阅读:"},{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s\/LwkXAhTHx3fkToQMsy5lDg","title":"xxx","type":null},"content":[{"type":"text","text":"《张小龙:微信十年的产品思考》"}]}]}]}

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