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Thoughts on "ten years of product thinking of wechat"

2021-01-23 22:03:09 NeilZhang

Overall feeling

For social interaction / video / I have a good understanding of the nature of live broadcasting , The various functions of wechat are also the embodiment of these essential things in different times . I hope I can get To these essential things .
Zhang Xiaolong's attitude towards the target / The cognition of the result is higher , More from the product / User departure , It's not about the results / Data is what we do , Data is just the end result .

1. Video Number

    background : Before making the video Number , The value of wechat is unique id, All the socializing / Support / Communication and so on are all based on this id To operate , It's a private existence . Ordinary users ( official account / Applet / Except for the video number ) Based on this id To send a circle of friends / video / The content of production is in its own private domain , It can't be taken to the public domain for consumption , The disadvantages are obvious : Good content is not consumed by netizens .
    Video number is another account system , It's an open identity , The content can be published to the public domain .

1.1 Content discovery

  • friend :
    Compared with ordinary Internet products ( Microblogging / Tiktok / Well quickly ) Content distribution for , There's one more channel “ friend ”, This is also the advantage of wechat , It is difficult for other products to form a social circle like wechat in a short time , It can also be said that it is impossible . Social based content recommendation is more persuasive , It can get more affirmation from users .
    Although Zhang Xiaolong has always stressed that , When the content is very rich , Machine recommendation will dominate in the future . From a rational point of view, there is a certain truth , Because as the content becomes richer , The higher the quality of recommendations , Can do more and more close to the real needs of users . But human society is not simply about reading what we like , People also pay great attention to what people around them are looking at / What do you do / He Yidong , It's also a way to get to know your friends and family , So I think friends will always occupy a high proportion , It can't be replaced by recommendation .

  • recommend :
    It's easy to form a negative cycle , It's also easy to form a positive cycle . There is less content in the early stage / When the quality is poor, the effect of recommendation is also poor , Need to rely on other means to make recommendations .

  • Focus on :
    Focus on people's content

1.2 tab Internal presentation : The waterfall flow vs Full screen

The number of items in a screen , It should be inversely proportional to the percentage of hits : The more sure you are that it's something that users are interested in , You can make him show a larger area , If you're 100 percent sure , Then you can show it in full screen , Because of this kind of reading / The best viewing effect .
Circle of friends did not do full screen browsing because , You're not interested in every circle of friends or content , It's more about browsing .

2. live broadcast

background :
The content form of the Internet has been changing : Blog - picture - video ( Ordinary people are more productive / consumption )- live broadcast

Zhang Xiaolong described the live broadcast as “ Short video ” The higher form of , Lower threshold , Can be accepted by more people , I don't quite agree with that .
They are more of a complementary relationship , The threshold of live broadcast is no lower than that of short video , It's different from general chat , You have to master certain knowledge / We have to prepare something to live . They are complementary , Because I think live broadcast is just a short video with higher real-time , For content with low real-time requirements ( For example, knowledge sharing , But like live delivery / The real-time of entertainment interaction type is relatively high ), Live video is a good kind of video content .

Ultimate form : Everyone can see what he sees through the eyes of the person on the air

3. product / Point of view

For video / Live does not do traffic promotion , Social promotion . Let the users who really do a good job in content get a return , Instead of paying for the amount of money users get paid for .( Tiktok / Kwai can't do that , No social connections )
It's hard for a social product to know its effect on users in advance , Only when the user is really involved / Only in the process can we know the result .
Take a picture / Facial expression is a way to express the ancient people and people
The product is for creativity, not for manpower , If there are too many people, there will be a lot of internal friction

4. Wechat ten years summary

Connect : The world is connected by all living things , Wechat can be the lowest level facility , Connecting things can produce very rich results . Connecting person / Connection content / Connection service , Generally speaking, it is actually a platform , But it's not a single pair of platforms , Different platforms will produce different results through social connection
Simple : beautiful / practical / grace , The simplest may be the best

5. Raise questions

  1. I'm curious about wechat kpi What's the assessment like , Zhang Xiaolong emphasized that from the product itself / User thinking , It turns out ( data ) Target ?
  2. Good data must be good products ? Now many Internet products will pass all kinds of red envelopes / Sign in / Task system to improve the duration / Retain . This approach can attract users to experience the product , But it doesn't improve the product , Why 200% of every product is keen on this ?

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https://chowdera.com/2021/01/20210123220219198P.html

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