I accidentally opened WeChat this afternoon and found that the entrance to the video account appeared on the page, and the position was placed second only to the circle of friends. I was very surprised. I'm not surprised that Tencent is making short videos (and it has already made Langlang and Gou). After all, this is a battleground for military strategists, and they are fishing for fish and putting shrimp in the pond. But the giant elephant of WeChat has given short videos a trunk. How much water does it have to absorb? Moreover, where it absorbs the water is the most interesting and fun thing.

If you have watched "Tucao Conference" (maybe you are not that free, anyway, I didn't even finish a single issue), you will find that both Tencent Weishi and Tongcheng sponsored it, which made me most excited at that time. What I wanted to laugh at was Tongcheng’s advertisement, but out of desperation, it even included a picture prompt of where to find it. I can vaguely feel the effort and brothel-like desire that Tong Cheng puts into winning WeChat traffic, and I can also feel the difference between his biological son and his godson under Tencent's crotch. After all, in my eyes, Tencent is different from WeChat. After all, WeChat belongs to the male god (the guy named Zhang). Attached are two sentences from the book "Addiction": P033 "Reduce the time to think about the next action, which will increase the possibility that certain behaviors will develop into unconscious habits.". P051 "The lower the complexity of a behavior, whether it is physical or mental, the more likely it is to be repeated by people." I put these two sentences not to say something bad, but to reveal Tencent's Strategic focus.

The above is so much nonsense, but I want to express one point: wake up. Tencent conquered the short video and everyone joined forces to do it. Tencent Weishi and opening the WeChat entrance reminded me of a metaphor when I read "Reforming China": the former is like the agricultural collectivization: farmland fertilization, the farmer uncle pulls a cart of organic feed to the farmland, and then scoops it up The ladle scoops the feed into the fields. I will open the fertilizer to you in Tencent. You can use the ladle (does it have some smell)? The latter is like: The commune has set up pipelines for you, and the organic fertilizers are directly connected to each manure pit and farmland through the pipelines. The key is that it is also equipped with sufficient high-horsepower pumps.

The second point is surprising: How to capture user habits and data for WeChat short videos?

This is also the most curious question for me as a consumer and a newbie. It is estimated that many people have used Xigua Video, Douyin, and Kuaishou. The content presented in front of you is more tailored for you based on your behavioral data matrix and business purpose demands. I believe that the same will be true for subsequent video accounts, but in the end What makes me curious and test is where does the data come from when the user opens the video account for the first time?

Why do I value the "first blood" of the video account so much? Because I can only see your logic of grabbing my WeChat system data when I don't have any traces of browsing the video account. There are consumers in it. The core concerns and explorations:

1. WeChat has become a tool for most people to connect with family, work, and social relationships, and the relationship attribute is passive

Relationships in WeChat Issues such as specificity, reality, obscurity and privacy, where do you grab it from, how do you grab it, and what methods do you use to commercialize it? The probability and risk are amplified because it is based on the WeChat ecosystem. It's like: before, I had a bunch of delicious food in my bag. If you wanted something sweet, I took out a piece of candy from the bag and gave it to you; if you wanted something salty, I gave you a drop of my tear; but now you Put a hand in my bag. The scary thing is that it is still unknown whether this hand is the hand of an excavator. There was YY before. Now, business practices are more based on individual role positioning and positioning differences for marketing. , and in the future more will be extended based on the relationship between characters.

2. The social attributes of acquaintances on WeChat are definitely greater than the social attributes of strangers

Without further explanation, you can listen to the course "Product Thinking" by Teacher Liang Ning, which has a more detailed explanation. It explains the early growth path of WeChat and the user growth logic of the zigzag and watershed version of social tools such as Momo and MiLiao. If acquaintances have strong social attributes, they will choose to avoid and deliberately do more things.

3. WeChat is not yet a tool for projecting the self and the ideal self.

There is nothing to say, don’t drag the text, pretending to be cool will hurt the kidneys; movies and games are all better ideal self projection tool.

I suggest that if you have nothing to do at home (I guess you have nothing to do), you can do a small test. It is limited to friends who have not entered the video account entrance. You keep scrolling down the content inside, and try not to show up in the video. Stay on it and browse through it in general. Look at the content, categories and proportions recommended for you for the first time. You can also generally see how it shapes your image and data.

Some of my friends said that they don’t have this entrance in WeChat yet. I don’t know if it’s because of a version problem or a testing problem. If it’s a testing problem, it would be more fun and interesting.

How is the crowd classified for test delivery?

I tested it according to the above method, and what I saw was terrible:

1. The video of the industry-related boss (Zhang Ying) appeared at the top, related to the industry attributes; ( I also farted a rainbow, the boss is really having fun playing off-road)

2. The proportion of basketball videos must be about 5%; (This makes me most curious, I just suspect that Tencent software has Collusion, I don’t have much basketball stuff on WeChat)

3. Fan Deng is very good at reading, and immediately came up with a full matrix and batch number, accounting for about 5%; (I really want to know someone who can help me) Fan Deng’s short video promotion team)

4. The most content is still current affairs, life comedy and big v, about 70%; (This understanding, if you want to fish, you must put the most fragrant bait )

5. Knowledge teaching videos account for about 15%;

6. There are also fitness and blind dates. I saw 4-5 videos for blind dates; (What do you mean? What do you mean? Ah, are single people still hiding?)

I seriously doubt that the video account has Douyin data. Except for the largest 70% or so, the content and proportion of other videos have a lot of overlap with my Douyin (I try to avoid human beings Behavioral retinal effects). I am also a fool, but now Douyin has become my MOOC platform: psychological concepts, movie interpretations, Fan Deng’s reading, cautionary quotes; where are all the funny and cute videos of the girls that I promised.

The third point is surprise: During the avalanche, you will see white and beautiful snowflakes dancing in the distance; what you can catch turns into rain and dew that nourishes you, and what you can’t catch wets your clothes. and long johns.

Hope for good, hope for the best