Why are people gradually moving away from WeChat official accounts?

I am also a WeChat public account manager. I have participated in the operation of personal public accounts and corporate public accounts, so I have some experience in this aspect. The following only represents my personal views. If there are any mistakes, please correct me.

Let’s start with the market. In recent years, the WeChat public account market has become more and more mature. Because of its advantages of being easy to get started and having a wide audience, the market for public accounts of any type has reached saturation. Especially for personal official accounts, you only need identity authentication to successfully register one. Once a public account is successfully operated, for example, with tens of thousands of fans, the benefits will far outweigh the costs. Before the tipping function was cancelled, public accounts could bring greater profits, as can be seen from the previous Rohr incident. Therefore, under the temptation of such huge profits, various WeChat public accounts have sprung up like mushrooms after a rain. But the problem is that the main consumer groups they face are young people, mainly those born in the 80s and 90s. Therefore, the numbers of both parties are actually not at the same level at all. Think about it, each public account can send a group message every day, and each message can include up to eight graphic messages, but on average each audience will pay attention to at least ten, because there is currently a lack of accurate information in this regard. Data, so you can imagine how many official account pushes each person can receive every day. A day or two is fine, but after a long time, people will always be too lazy to check subscription messages. After all, everyone uses WeChat more for chatting. So when the public account was first launched a few years ago, it was on the rise. Everyone thought it was very strange and interesting. However, as time went by, the public's enthusiasm for it gradually faded, just like the popular Internet celebrity faces in the past few years. , and now they are gradually entering a period of decline.

Let’s talk about content. Perhaps due to the influence of UC Baidu’s writing style, the titles of popular articles in Moments in the past were usually “Surprise!…”, “99% of Chinese people…” and the like. Once there is a successful example, there will always be countless others. This is an example to follow, so everyone gradually feels bored under the bombardment of such articles. At the same time, Weibo is much more interesting and fresh than WeChat, and the degree of interaction is greater. The results can be imagined by comparing the two. And know. In addition to this type, the most common one is the emotional public account, but you must know that the most indispensable thing in the world is emotional articles and jokes. If you can't play tricks, you will be easily overwhelmed. So in general, the current public account tweets still lack innovation and are the same, and this is also an important reason why people stay away from the WeChat public platform.

So if you want to make a public account, my personal suggestion is to first find the right consumer group. For example, if you want to make a campus public account, position yourself in campus light entertainment; secondly, you must work hard on content layout. , regularly come up with fun ideas to attract fans; finally, you can use other platforms to promote yourself. For example, many beauty bloggers will open a personal public account after they have a certain fan base to attract Weibo fans to WeChat. . Nowadays, it is not easy to compete with the big public accounts such as WYN and Mi Meng in the market. Moreover, people’s attention to WeChat public accounts continues to decline, so you must be cautious if you want to go to WeChat.