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Thoughts on "ten years of product thinking of wechat"

2021-01-24 02:13:57 itread01

## Overall feeling For socializing / 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 to the target / The cognition of the results is high , More from the product / Let's go , It's not about the results / Information is what to do , Information is just a final 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 ( Public number / Small program / Except 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 of , 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 recommendations are 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 , It can be 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 to do / Play what , 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 .* Recommendation : It's easy to form a negative loop , It's also easy to form a positive loop . 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 .* Concern : Focus on people's content ### 1.2 tab Internal presentation : The waterfall flow vs The number of items in a full screen , It should be inversely proportional to the percentage of hits : The more sure you are that it's something the user is 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 background : The content form of the Internet is changing all the time : Blog - Pictures - Video ( Ordinary people are more productive / Consumption )- live broadcast ** Zhang Xiaolong described the live broadcast as “ SMS ” The higher form of , The threshold is lower , 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 performance , 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 .** The ultimate form : Everyone can see what he sees through the eyes of the person on the air ## 3. Products / Views on video / Live without traffic promotion , Social promotion . Let the users who really do a good job of content get a return , It's not the user who pays for the amount of money .( 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 / Expression is a way to express the ancient people and people, and to simulate products, it is to fight creativity rather than manpower , If there are too many people, there will be a lot of internal friction ## 4. Wechat 10 years summary : The world is connected by all living things , Wechat can be the lowest level facility , Connecting things can produce very rich results . Connection person / The content of the connection / Connection service , Generally speaking, it is actually a platform , But it's not a single pair of platforms , Different platforms connect through social communication, and the result is simple : Beautiful / Practical / Elegance , The simplest may be the best ## 5. Ask questions 1. I'm curious about wechat kpi What is the assessment like , Zhang Xiaolong emphasized that from the product itself / Users think , It turns out ( Information ) For the goal ?2. Good materials must be good products ? Nowadays, many Internet products will receive all kinds of red envelopes / Sign in / Task system to improve the duration / Retain . It's a way to attract users to experience the product , But it doesn't improve the product , Why every product has 200% passion for

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