However, while one party applauded, another group of friends in the field of new media applauded. In fact, it is not the first time that Tencent has restricted and punished WeChat marketing methods such as "induced sharing", "induced attention" and "water test lottery". However, while telling the world, we can't convince people by reasoning in action. Why do I say that?
1. "Manual review" has become the most irrefutable excuse.
Many friends who do micro-signals have been punished by WeChat for doing activities or writing articles. Delete articles when things are small, block links, and delete titles and powder when things are big. After being punished, some depressed new media people will report many activities with the same number as their own situation with resentment, and want to see if it is the same seizure process. After! Here comes the question! Nani? ! I'm blocked. Why isn't he blocked? ! It's so unfair!
At this time, if you look for WeChat customer service and try your best to contact customer service to complain, the answer you get is probably like this: "We are manually reviewing and cannot guarantee absolute."
Okay, it's my fault.
2. The rules are vague, which makes people feel unfair.
The background hard service number will never be preempted even if the push screen is rough, the typesetting is willful and the font color is varied. However, some small activities carefully planned and designed by small brands and small enterprises have been banned very openly. This is also a point that bothers many new media people.
The third rule in the latest WeChat team rules is "to attract users to participate in the interaction through games, tests, etc.". , including but not limited to hand speed, friend question and answer, personality test, test logo, web game, etc. ; If the content contains the above situation, once found, immediately stop the spread of linked content in the circle of friends and stop the access to related domain names or IP addresses; If the circumstances are bad, the account, domain name and IP address will be permanently banned. "
Why don't we discuss it? If it is a very popular "value" some time ago, do you think it will be banned according to the latest standards? Of course, I asked a colleague of Baidu, and my colleague thought it wouldn't, because it was a relatively stable small product in Zhihu. I have reservations about this. I asked some friends from other new media, and some people teased me that michel platini was Ma Hua Teng. Do you think so?
Of course, judging from the current development trend and various initiatives of the WeChat team, the new media is really getting worse and worse. Why?
1. Large size is becoming more and more unaffordable.
Especially for some small teams, it is really painful to spend thousands or even tens of thousands on a promotion slot on an ordinary large size, and there is no guarantee of the effect. This has brought about a vicious circle. Big brands with sufficient funds are becoming more and more famous, and the survival of small teams and brands is becoming more and more challenging.
2. Threats from senior media people
Many experienced media/copywriters have entered the media, which has brought a strong impact to the already uneven new media, especially the official WeChat account. The advantages of senior media people like "Late Night" and "Mi Meng" lie not only in their ability to control the words and readers' psychology, but also in the media circle in which they live, which gives them a natural communication advantage.
3. The WeChat team constantly puts forward new censorship standards.
In fact, even with the new prohibition rules, a wonderful planning scheme can bring strong communication power to its own brand. The premise is that the planning level of brand activities is higher! Technology and design capabilities are also higher! This also means that the so-called new media marketing advantages of four or two thousand pounds gradually disappear; Gone are the days when everyone can become a new media.
4. The circle of new media people is easy to cause "imitation effect"
Remember a sentence that impressed me deeply. "As a new media/internet person, I want to know if my article has vitality, and don't look at my circle of friends. It depends on the big-name aunts and grandmothers downstairs and the sleepy passers-by in the subway. " It really makes sense to think about it. We take "value" as an example. In fact, seriously think about it, the people who really started to spread are teammates in the Internet circle. Including some classic advertising marketing cases, most of them are friends of the advertising circle/media circle.
Many of the WeChat friends of new media people are their own peers. In such a circle, it is easy to produce an "imitation effect", which makes us fall into the misunderstanding of self-satisfaction and ignores the real audience psychology and needs.
In short, opportunities are always reserved for those who are prepared; Those who can follow the wind can only be those who have done enough work in the early stage. If you want to do a good job in the field of new media, you still need to study hard all day, especially to consolidate basic knowledge such as communication/marketing/copywriting. Think more, try more, sum up more, keep up with the trend and communicate more. Another point is to cultivate the quirk of "voyeurism"-pay more attention to the people around you, what they care about, what their excitement is, and try to get out of your work circle and integrate into your daily life.