Tencent wants to purify WeChat social circle: It is inevitable to restrict marketing behavior
5On the 21st of this month, WeChat released new public relations information, further explaining that WeChat is not a marketing platform, and WeChat official will limit the number of contacts on personal WeChat accounts engaged in WeChat marketing.The move of WeChat is naturally to crack down on various marketing phenomena on WeChat platforms. In fact, this is not the first time that WeChat officials have emphasized that "WeChat is not a marketing platform". However, because WeChat is too popular, the WeChat marketing army is coming.There are a lot of WeChat third-party platforms, micro-websites, WeChat marketing training, etc.As a private social application, WeChat seems to have become a paradise for marketers now.Various spam advertisements and information are flying all over the sky, and there are also marketing accounts that deceive users.At present, the number of WeChat users has stagnated. Next, WeChat needs to increase user stickiness and begin to try various WeChat profit models.
WeChat’s restricted marketing behavior will definitely not arouse the dissatisfaction of many marketers, and some WeChat marketing teams may be disbanded as a result.Today, WeChat only limits the number of contacts. The number of friends currently allowed is 5,000. In fact, the number of users of accounts that do WeChat marketing is tens of thousands, or even tens of thousands of friends.Of course, many of them are at the "dead fans" level, and they can achieve resource sharing and other purposes through mutual fans.If you are an ordinary WeChat user, then naturally you don’t want to be messy advertising information when you open WeChat, and the WeChat official cannot ignore the user’s psychology and needs.WeChat can do marketing, but it must have a set of rules and systems. WeChat must develop for a long time, and this problem must be solved at this stage.
Can marketers drink soup when eating meat in Tencent?
The era of WeChat charging is coming. Although WeChat currently only charges review fees for public accounts, WeChat already has more than 600 million users.It can basically be compared with Penguin. It is only a matter of time to charge a personal WeChat account. Can we adopt a membership system like Penguin? Or should we find a different way to implant advertising space on the WeChat platform? The profit model is still unknown.With Tencent’s usual style, I believe that users will never use such a good product for free.WeChat’s functions can continue to be improved and added. Nowadays, many users are unable to live without WeChat. If you are a Penguin member, recharge WeChat members will only cost more than 100 yuan a year.It is estimated that many WeChat fans will definitely support it without hesitation, but there are too many people doing marketing on WeChat, which will definitely affect the official profit of WeChat.The final outcome is still not optimistic. Tencent eats meat and probably won’t let us drink some soup.
How big is the bubble in WeChat marketing?
Weibo became completely popular a few years ago, and then Weibo marketing spread rapidly. Now the "Weibo Hot" has passed because of a new platform: WeChat.But to be honest, WeChat is not a marketing tool, nor does it have a so-called marketing tool.If small and medium-sized enterprises want to carry out WeChat marketing, they must first recognize their strength and products. They do not intend to invest time and cost, but just operate their WeChat accounts with a try-out attitude.I guess it will not achieve any marketing effect in the end. WeChat is definitely not omnipotent, and some products and services are not suitable for WeChat marketing at all.There is a lot of bubbles here, but they are actually hyped up.Companies or units such as local fast food restaurants, cafes, cake shops, etc., are more suitable for WeChat marketing. The purpose of marketing is to sell products or enhance the company's brand image.If these two goals are not achieved, any marketing method is meaningless.
Whether Tencent is to purify WeChat’s social circle or to make better profits, it’s only a matter of time before WeChat is restricted.I believe that WeChat officials will continue to increase restrictions in the future, and it will not be so easy to do marketing on WeChat.But it doesn’t mean that WeChat cannot do marketing and promotion. It just needs to change from “quantity” marketing thinking to “quality”. WeChat is more suitable for point-to-point precision marketing.Article byChangsha website constructionhttp://www.szfangwei.cn Original, please indicate the reprint
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