Before the National Day, WeChat began to test the aggregation and storage of the messages of the service account into a list, and was scolded by users on the hot search. But judging from the reaction, not only did it not converge, but it also tested more people.
On the eve of the National Day in 2024, I suddenly found that my WeChat conversation list was a lot quieter.
Immediately afterward, I panicked...
🤔 Why is the "Hive Nest Express" gone, I want to find the pickup code
🤔 What about my Flomo Ink Note Official Account? I'm going to take notes
🤔 Why aren't there credit card payment reminders this month?
After careful inventory, I found that the WeChat public account-service account was automatically folded by the system!
1. WeChat service account, the information path after folding
1. WeChat Home conversation list, added service account drawer column
All the information about the service account is stored in a column called "Service Account" conversation, which is stacked side by side like a conversation with a friend of yours (see Figure 1). In terms of form, it is aligned with the operation of the subscription account that year, and the unified folding of the harvest column seems to be put in a drawer.
2. The service account drawer is opened (see Figure 2): it is divided into three modules, which are notification, attention, and take a look
1️⃣ Notification - the notification message pushed by the service account you are following, this is another notification drawer, you need to click to open it, you can see the notification messages of all service accounts on the timeline. There is a huge change here, the message in the notification drawer is that all the notification messages of the service account are displayed according to multiple cards in the timeline, and it is no longer the original understanding of opening a service account and looking at the corresponding notification information
2️⃣ Follow (see Figure 2) - This is a copy of the subscription account, which arranges the pictures/pictures/text/videos of the service account in a group according to the timeline. But after all, there is 1️⃣ ⃣2️⃣3️⃣ on this screen space, so 2️⃣ attention only gives the default display of the last 3, if you want to see more, you need to click "See more" by yourself
3️⃣ Take a look - this is the information flow of the complete system recommendation algorithm, which is basically in the form of information based on pictures + text, which is different from the graphic message of the WeChat public account. This form pays more attention to pictures to establish an information framework, which belongs to the Xiaohongshu style, and the pictures provide the painting style, information background, and also serve as the user's information search conditions, and the text is used as an auxiliary (1000 words, the same as Xiaohongshu).
But I really want to scold the WeChat product manager for this recommendation algorithm, is my head caught in the door? I was still beaten by KPIs. I'm a young man, a male of gender, and I push to me what post-10s children's favorite song lists, lettuce fried rice, hand masks, and basically don't drink tea. I feel that the granularity of information is subtle and rich, but it is irrelevant, isn't this just harassment of users?
Home/Service Number/Take a look, picture + text is the mainstay, the information granularity is extremely low, the span is rich, many of them are hung with WeChat small stores or alliance products, you can directly make a transaction. Now the video account and shop window can be directly hung on the official account. Blind guessing, WeChat take a look, to do a little red book style, but the service number below the look is more important to the e-commerce attributes, see here I don't blame the product manager of WeChat, here to do e-commerce graphics, there is no user browsing/attention/transaction of these transaction link data precipitation, they naturally can't give any efficient information distribution strategy.
Because the service account has brought a huge amount of traffic to the picture to take a look at the information flow, just click on some numbers, the recent registered purebred grass number that has sprung up after the rain is really a lot, and the picture information is released dozens of times a day, and the traffic data looks okay, but whether the specific transaction conversion can be stable feels enough to hang.
The picture + text of the official account is subject to one of its own historical rules, the early official account supports the interactive function of leaving a message, and the later official account has recycled the message function, and instead sends a private message to the operator. Therefore, the grass attribute is naturally attenuated, which is a natural doubt of users about the content publisher, and the lack of comment area should not be underestimated. But then again, the messages of the official account are also very doggy, and everyone knows that the official account manager can select the background on the wall, or block it, and the credibility of the message will be attenuated.
Discover/take a look: There is a big difference between a look at the discovery page and a look at the bottom of the service account, mainly in the three types of watching, hot spots, and videos, which is more like a square, not only can you see and discuss the content that acquaintances also pay attention to, but also can see personalized recommended content that is more in line with the user's profile.
3. What should I do if I panic and want to find the service number?
First of all, I used the search on the WeChat Home to search for the service number I was looking for, and then clicked in to see the notification and use the service. Secondly, in order to use the menu service, I clicked into the service account drawer - click into the notification drawer, found the notification card, and then clicked on the service account name title on the card to enter the service account dialog interface. It's really tiring to come down with such a set, just like the things you originally put on the desktop, the cleaning aunt put all of them in a drawer for you, and the rest is for you to rummage through and find it yourself.
2. What is the huge impact of the folding of the service account?
In this way, the "service" of the WeChat service account is basically finished, and it is a disaster for the official account players who rely on the menu service entrance. The service entrance provided in the menu is now difficult to reach, and it was originally possible to go directly to the official account and click on the service menu, but the new service account information flow structure only has a top comprehensive message notification list, plus the following attention tweets. If you want to use the service, you must search the official account by yourself, or notify it to go up and down to find the service number. It's really painful, or from the watchlist, but several paths have become longer.
Here's another reminder, WeChat/Contacts/Official Account, the watchlist is currently sorted by the mixed service account and the subscription account alphabetically. Only the WeChat Home/Service Account drawer mentioned above, after entering, click on the upper right corner of the villain is a separate service account watchlist.
However, there is also a life-saving trick, guide your service account to follow the user, click "Pin the official account", in this way, the service account will enter the user's WeChat conversation list, but at the top, pay attention to ⚠️ the top!
But how many service accounts do you think a WeChat user can afford to put at the "top" of their conversation list? Anyway, there is only one top of my WeChat.,File Service Assistant.。
This article was originally published by @Kris_3zzz on Everyone is a Product Manager. Reproduction without the permission of the author is prohibited
Image from Unsplash, based on the CC0 license
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services