微信号又㕛叒叕改版了,据自媒体“晓程序速报”报道,微信正悄然内测两大新功能,据悉,这两大内测功能都与公众号相关,分别为“置顶转载公众号及作者”和“看一看热点话题”
自2012年上线以来,公众号经过无数次或大或小的改版。小到一个图标,大到同小程序打通。伴随内容产业的爆发与监管的趋严,公众号诞生了许许多多的超级大号,当然也有少数踩了红线的陨落者,8年时间公众号上“吸粉”越来越困难。但无论如何,由公众号独特阅读显示机制催生的10W+,已成为全网通用拿来称谓爆款文的代名词。
如果为微信上子产品排个名次,公众号将排在聊天、钱包、朋友圈之后,小程序之前的位置,足见公众号对于微信的意义。
从早年的QQ空间里的日志开始,内容对于腾讯社交帝国提高用户粘性就有非同寻常的意义,助力QQ与微信从单纯的通讯工具,过渡为包罗万象的综合社区,公众号也是FaceBook最早的Copy微信的产品功能之一。不过,公众号上作者想要吸引粉丝越来越难,近两年公众号的许多改版,都是围绕如何让“它”让更多的人看到。
我们先来看“置顶转载公众号及作者”,简单的说在此前公众号转载其他公众号原创文章,需要向作者申请单开(即授予指定公众号对该篇文章具有可修改的转载权限)或双开(授予指定公众号对该篇文章具有可修改和不显示转载来源的转载权限),这一变化主要针对是第一种单开转载。
置顶转载公众号及作者示例图
以往用户点击公众号单开转载内容文章下方会有原创作者的公众号按钮,用户直接点击就会进入原创作者主页,可以进行浏览和关注等操作。此次内测把放置下方的公众号按钮转移到上方,也就说当用户打开单开转载内容的文章页,正文的最上方将显示原创公众号按钮,这样改版做法很明显,是为了用户更方便的对原创号进行关注。
现在包括腾讯内容开放平台和百家号等后台都有一个“阅读完成率”的数据统计,天浩经过查看发现,根据内容的可读性该数字在20-80%间波动,简单来说当用户打开一篇文章未必会全部阅读,很多用户只是看了看开头,或是看到中间就离开文章。如今微信公众号的后台不显示该数据,但肯定也会存在一个阅读完成率问题。改版之前用户只有滑到文章底部才能对原创作者进行关注,将入口放在文章上方,则会大大增加用户去关注原创作者的几率。
另外一个变化是“看一看”,自2017年5月上线以来,看一看就成为微信给公众号“导流”的一个全新入口。这一次内测改版,在“看一看-朋友在看”页面里,出现了名为“热点话题”的栏目。热点话题会把好友(2个及以上)点击的相同主题的文章进行聚合,一方面保留了“朋友在看”列表里都是好友点过好看的文章,一方面通过同一属性的关键词或标签把相同话题的文章进行聚合,此举将大大提升“朋友在看”的使用体验。
天浩最新版的微信上,已经体验过以上两个内测功能,从个人角度而言,这两个变化这对于原创者们来说是个非常好的变化,第一个增加了原创者给自己公众号增粉的机会;第二个看一看体验的优化,也有利于看一看入口的活跃度提升。
细数公众号改版的过往,从在发现栏目里增加看一看入口,到公众号文章页面下方把点赞替换成好看,并把好看同看一看入口进行打通,以及在公众号主页上添加显示共同好友关注数量的信息等等,都是微信公众号开发人员,围绕如何让公众号能更多的被用户看到和优化用户体验的角度进行的变化。当然这些改版措施也有在执行一段时间因为某种原因进行撤销的,比如说曾经火爆一时的“留言对朋友可见”,如今该功能已经消失。
公众号频繁的改动,可以看出背后团队对增加用户打开公众号频率和扶持原创作者等方面的努力。可不得不承认,微信公众号内容生态的特征决定,缺乏新的流量入口的情况下,中小创作者发展粉丝的难度越来越大。
微信公众号不比大多数内容平台的机器算法机制,不依靠粉丝推荐,基于数据的梯次曝光推荐机制,理论上使得许多中小创作者也能拥有“五分钟”成名的机会。但在微信上想要出名,必须要长期的耕耘,只有不断地通过爆款创作,沉淀出百万、千万级别的忠实粉,才能真正的在公众号里立足。
因为你的基础粉丝量决定了爆款内容的扩散广度和速度。举个例子,同样一篇文章,一个千万粉丝级别大号一次转发就可能轻松10W+,而一个粉丝只有几百的公众号,哪怕篇篇都是“眼球体”,想要走向10W+的道路,若没有大V帮忙进行传播的话,想依靠自然发酵需要漫长的时间。一些创作者为了快速涨粉,甚至不惜花钱让大号在文章里对自己推荐。
公众号在微信生态内只是次级功能,聊天界面只给公众号留了一个聚合入口,直至2017年上线了看一看,公众号才算有了官方给与的第二个入口,虽然这个入口隐藏的很深。也就说,粉丝在微信上想要主动打开关注的公众号至少需要三步,过长的打开链条决定了微信用户常打开的公众号不会超过10个。当头部大号把微信用户瓜分殆尽后,留给中小创作者发展的空间越来越小。
就在几天前,一位科技自媒体作者曾在群里吐槽,在运营公众号的前三年积攒了5万粉丝,进入2019年每天增粉的数量越来越少。这是“非专业内容平台”一个必然,当微信用户注意力被一些头部大号瓜分后,注定了后来的中小原创者很难再增长粉丝。当你有了千万粉丝,哪怕内容水准下降也不会短期内就丧失所有粉丝。很多人会花大价钱购买拥有一定粉丝量公众号,背后的商业逻辑正是如此。
在激烈的竞争下,传统大号在公众平台上对粉丝的吸引力也开始减弱,去年6月视觉志传媒创始人沙小皮在一次公开谈话中透露:早期有50%的阅读量,现在只剩下5%了。当微信用户关注的公众号数量越来越多时,平均每个公众号打开的频率就会被稀释。尤其是在公众号关注数量达到某个阈值时,甚至连订阅新的公众号的兴趣都会丧失。
总结一下,用户精力有限性才是微信公众号目前最大困境。基于“订阅”关系的内容机制,好的一方面是给公众号带来更高的商业价值,每个点击背后都是一个活跃的微信粉丝;坏的一方面则是对中小创作者非常不利,想要成为大V,必须要经历一个积累粉丝的过程,红利越小发展越困难。
公众号作为微信上入口很少的一个内容产品,除了朋友圈每天能产生数量有限的几个爆款。几乎再没有其他的流量来源,长期如此,将会降低中小创作者的兴趣。
此次,公众号内测的变化,对于中小创作者而言是个好消息,意味着产出优质内容增粉的速度增加了。可这仅仅是一个优化,并不能彻底改观微信上中小创作者的困境,也难怪业界经常传出微信将打造公众号独立APP的传闻。在用户注意力逐渐接近极限的现状下,微信公众号不仅仅要改良,更需要一个全新的故事激发活力。
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