From the month to millions to the account, the public number of the takeaway voucher is playing life and death speed
The public number of the takeaway coupon is experiencing a round of rectification.
According to industry insiders, the official number of WeChat officially deleted the official title for a takeaway coupon public number (listed in the public account) of a takeaway coupon last week.
The reason is \”about takeaway coupons\” with the WeChat team released on the evening of December 7th The public number illegal behavioral announcement \”(hereinafter referred to as\” announcement \”) is closely related. The \”Announcement\” pointed out that from December 9, the platform will regulate the violations of such public numbers, and combed two types of violation examples as reference:
1. In any Form induces the user to click on the menu bar, reply to text content, etc .;
2. Send marketing content without accepting service wishes.
\”Announcement\” said that developers can self-examine such violations and rectify in time. Once discovery will be banned according to the degree of violations until the level is separated.
In this regard, we asked the official, the other party expressed the main blow to the \”announcement\” to mention violations, not to deal with all the takeaway coupon.
At the end of the summer, the US group was hungry. The business of the fisherman, the business number of the Fisherman, the public number of the takeaway voucher.
In August this year, the \”Take a Report\” (hereinafter referred to as \”Report\”) in the new list will mention that in June last year, the relevant promotion content The appearance on the public number. After a period of time, it has soared all the way from December last year and arrived in the peak in April this year.
The speaker public number does not need to create professional content, only need to provide a US group, hungry coupon, Stimulate user points to get commissions. It is this model of this rebate, and the taking ticket public number is also known as a takeaway CPS (Cost Per Sale) project.
August, the new list has passed the \”month to million? Lying in making money? Demystifying the \”behind the public account\” to discuss how the takeaway voucher is drained, operate, and make money.
What influences are facing the rectification? How will players going? What changes bring to the entire public number ecology?
Is a rod killing? Or is it within the rules?
\”Although there is a certain impact, the whole is still played within the rules.\”
As the public number of the Takeaway Voucher 2019 Old player, Mr. Y is relatively calm for rectification of the message. At present, he has operated more than a dozen take-takes account, and the accumulated fans exceeds 2 million. As of March this year, he has more than 1 million yuan through the public number of the Takers.
According to him, \”Announcement\” issued a week ago, WeChat officially banned a number of takeaway vouchers because the account was suspected of being banned, \”this time is a relatively formal written content.\”
In the \”announcement\”, the WeChat team lists three specific violations:
1. Induction of customer service messages / group issues The user clicks on the custom menu bar / reply to the text content, bypass the customer service message quota limit of a single scene, send the user to the user.
2. Near the customer service message quota failure time, induces the user to actively reply to the text content again.
The above three cases are commonly used in the public account, in the \”announcement\”, WeChat team It is pointed out that these operations have harassment to users and triggered user dissects and complaints.
From the officially listed screenshot, the public accounts of these takeaway vouchers are basically a service number. According to the \”Report\”, the relevant public account \”for\” takeaway \”is 4,287, including 2335 service numbers (accounting for 54%).
On the one hand, the service number can send a message to the subscriber to the subscriber using the template message timing to facilitate more orders (such as the above case). On the other hand, since the service number will appear directly in the message list each time, it may trigger the user’s reverse reset.
\”Release\” After the release, Y Mr.The peers basically evade these \”illegal mines\”.
In the Comment area of \u200b\u200b\”Announcement\”, the highest one is: \”I am playing the throne, you can seal me?\” It can be seen that some players have the public account There are also some negative emotions in the rectification action.
Mr. Y believes that the WeChat team released \”announcement\” equivalent to explaining the player clearing the rules: \”Some people may Willing to continue playing, some people choose to quit, but the official does not have a slap in the public account, but the account will be at least 20% -30%. \”
[ 123] Standing on the platform, WeChat maintains a healthy content ecology by changing the marketing method of users. If the public account of the takeaway voucher continues to be a drinking thirst.
\”Running dog brother\” in the \”Takeaway Market! ? What should I do? ? \”One article proposes to Mr. Y similar to Y:\” Do not fight the platform rules \”. He suggests that the ticket public number player tries to drain the user to the enterprise WeChat group, conduct private domain operations, or positioned according to user group, transform the public number into a type, training, workplace and other types, attempting.
Although the players who enter the Takeaway voucher are more and more, Y Mr. Ye said that his account fans remain continuously. In the \”Report\”, in August of this year, the average cost of the information flow advertisements of each channel is approximately 8 ~ 15 yuan / person, compared with approximately 5 times last year. For this data, Mr. Y said that his latest rising powder has dropped.
This reform, for him, a chance to re-considerate future planning. With years of experience in operating the public number, he is prepared to transform the tool service provider after the tool plug-in is made.
For novice players who want to enter the game, Y Mr. Y reminded them to develop a risk awareness in the face of uncertainty: \”In case the new rules, maybe the whole ticket The public is gone. \”
Although Y Mr. Yeng emphasizes\” cautious as heavy \”, some of the total number of foreign tickets are not adjusted, and the marketing template information is still pushed.
From barbarism to industry specifications
For the foreign ticket public number The rectification is not an example, which is only one of the recent WeChat Ecological Governance Framework.
Last week, Tencent official content communication platform \”WeChat coral safety\” announced that the clearing of a large number of \”easily confused official media\”The account name, such as some accounts, \”In the case where the Internet news information service license is not obtained, the crown is based on XX headlines, XX weekly magazines, XX news, XX fresh things, etc., confused / pretending news media.\”
For this round of rectification, the new list has issued \”500 WeChat large\” to become \”unnamed\”, place Number Open a large transformation? \”Discussion operators need to pay attention to.
Compared with the local number, the content homogeneous phenomenon of the tall coupon is more serious. After all, this account is not a key, it is important that the preferential strength is large enough.
Therefore, the local number in the remediation is only \”unnamed\”, and the public number of the sailing ticket may face the title.
Due to the WeChat public account in the subscription, more private domain traffic, in order to expand new customers, players usually carry out promotion in multiple content platforms, in order to introduce passengers The public number is carried out next to transformation.
This kind of free in the form of advertising in each platform has triggered some user dislikes. At knowager, there have been a lot of topics about the public account.
The user saw this advertisement for the first time may feel new, but if you are familiar with the \”revealing taking a loophole\” Advertising may result in the reverse and negative psychology described above.
The reasons of reverse and anti-psychological occurrences are associated with the content homogeneration. Mr. Y is also mentioned that the content of the public account is required to operate the foreign ticket. Sound coupons are directly and important, but when the user finds the coupon gods you can get less and smaller, how do you keep users?