How do qq talk regularly (friends circle, qq talk, Weibo)

What's the difference between friends circle, QQ and Weibo's SMS function? This paper mainly analyzes their differences from this aspect, let's take a look ~

There are three mainstream social platforms: WeChat, QQ and Sina Weibo. All three platforms can send text messages, but the experience of sending text messages among them is slightly different.

QQ can be sent regularly and deleted 24 hours after sending; Weibo can add topics and photos. But WeChat doesn't have these complicated functions. So what caused the difference in function and experience between them?

What is the specific difference between the three products when publishing plain text messages? Screenshot of the function of sending SMS on three platforms:

As can be seen from the above figure, WeChat only supports some basic functions, while QQ supports the most abundant functions. I think the two core reasons for these differences are: in the corresponding products, the three solve different problems, which leads to different product design ideas.

The essential difference between the three products lies in the different relationship chains, which leads to the different importance of social credit in products.

The similarity analysis of the three products is related, so it will all involve the function of reminding XX to have a look. However, due to the different relationship chains, there will be subtle differences in details: the depth of reply in the circle of friends and QQ space is second-level, and the purpose of direct comments is to communicate quickly, reminding xx to just let him know after reading it; Weibo's reply depth is level 3, which can be forwarded before comments. The purpose is to spread the topic and remind xx that the scene he saw may not really remind him, and most of the time it is just to express his relevance. All three are social and will be based on LBS. LBS is a good entry point for "adding friends" in the era of mobile Internet, which is convenient for quickly adding friends and forming relationships. Functional analysis of the circle of friends who send short messages (1) The circle of friends solves the problem of "topic".

When we send a circle of friends every day, WeChat friends can see it. Maybe he has nothing to talk about with you, but he can at least point a compliment to show his existence, and maybe even find a "triangle friendship".

So the circle of friends does not need to do the function of "anonymous sending".

(2) WeChat is a strong relationship chain.

The circle of friends you send, as long as your friends can comment/like; Your friends' comments/likes can only be seen by your friends. There is a concept called social credit: social credit, which is used to represent a person's influence in social circles.

For example, one of your aunts asked you to help vote for her son's kindergarten teacher, which would consume her "social credit", because you might have helped several times before and then ignored it completely.

Put yourself in a circle of friends. If you send an overtime photo every night 12, the boss may think that you are working hard, Barabara, but this photo is actually "cheating" and will also reduce your social credit; Similarly, "delete 24 hours after sending" is the same.

By the same token, there is no "discussing a topic" in the relationship chain of WeChat. It may be embarrassing to tear it up and find that the other person is a friend of your friend.

(3) WeChat: Simplicity is paramount.

For WeChat, it is already a "national application", targeting a wider range of people, and minimalism is its important principle. And "texting" belongs to the internal testing function of WeChat Lab and needs to be separated from the function of sending photos/videos. Therefore, there will be no functions of "modifying content style" and "adding photos/videos".

The function analysis of QQ talk (1)QQ space solves the problem of "expression".

Share your life and move on. QQ space is aimed at Sina blog. QQ space solves the needs of users to express their inner feelings and share their lives. QQ talk is a tool for users to express themselves quickly. So it will do various functions to help users express themselves-add tags, add topics and so on.

(2)QQ is a weak relationship chain.

QQ's user group is relatively young, and the relationship chain is relatively weak, which is reflected in the fact that you can join a group by searching for the group name, and the comments made can be seen by anyone. QQ has more ways to add friends than WeChat, and the relationship chain is naturally much weaker. Therefore, social credit is not particularly valued, and it can do many fun functions-regular sending (also meeting the needs of marketing numbers), 24-hour deletion and so on.

At the same time, QQ space is also an important entrance to enrich the relationship chain (to put it bluntly, adding friends in QQ space), so it will support the functions of adding topics (convenient to add friends) and adding tags (convenient to add friends).

And "photos and videos" are definitely more attractive to comment and praise than simple text messages, so QQ talk will guide users to add photos/videos during the call, and even use little red dot to remind them.

Although QQ is a weak relationship chain, it is not an irrelevant chain after all. Everyone still has a little social pressure. In order to release this pressure, QQ will talk about the secret function. In a weak social relationship, users can express some negative energy or gossip, and people who send secrets have no pressure. After all, it's hard to guess who sent it ~

(3)QQ: Enjoy communication.

Because QQ focuses on young people's scenes, fun is very important (while WeChat is concise), such as: centimeter show, QQ red envelope skin and so on. The secret function is the same, making communication more fun. At the same time, by adding topics and other functions, the number of exchanges will be more and more, and it will become more and more fun.

Weibo Function Analysis of Posting 1. Weibo solved the problem of "obtaining information". At first, Weibo wanted to solve the problem of high cost of blogging: how to make efficient use of users' fragmentation time when the mobile Internet broke out?

140 words, quickly send a Weibo on your mobile phone to share the content quickly.

But with the passage of time, Weibo now mainly solves the problem of "obtaining information". Weibo became the first media to release news, and at the same time, it distributed the content quickly and accurately through Weibo's algorithm.

Therefore, Weibo's function focuses on discussion, discussing a hot news or topic (the topic will even be upgraded to a super topic). Therefore, when posting Weibo, one of the core functions is to add topics (super topics). "Topic" carries the relationship chain of Weibo (a Weibo with a big V can be defined as a topic itself).

At the same time, in order to meet the demand of long articles, Weibo made a "headline article" function.

The function of "delete 24 hours after release" has nothing to do with the core value of Weibo, and it doesn't feel like a particularly high priority.

2. Weibo is a pyramid-shaped relationship chain. In the papers about Weibo, the analysis of "opinion leaders" is the most common. The user relationship chain is pyramidal, and the content chain is pyramidal. Many ordinary users and people who follow minority opinion leaders pay attention to the topic of head.

It is also for this reason that users can add topics and superwords when posting Weibo.

3. Weibo: Discover new things anytime and anywhere, so Weibo has made some traffic distribution to enrich "new things", and Weibo has made the functions of adding photos and generating short links (occupying little space), which is convenient for users to open photos or jump to H5 to view details.

Based on "freshness", Weibo does not have the function of sending regularly.

To sum up, as you can see, due to the different product logic and user groups behind it, although all three functions are short messages, they solve different problems.

So when considering the user experience, we must think clearly: Who is the user? What problems will users encounter in what scenarios? How is it solved now? How to solve my function better than others?

Never copy blindly, copy to the essence.

This article was originally published by @ Broken. Everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.