Wechat public account creation background has been completely revised.


The authors who are familiar with the public account ecology should know that wechat provides the creators with tools for editing texts and data on the mobile end.


Wechat official account assistant


As Zhang xiaolong said in the 2019 open class, “In the beginning, we did a lot of things wrong. For example, wechat public account is used as a tool for connecting enterprises and people, but it has become a creation platform for words, failing to provide better creation ability for other content forms such as videos.”


In terms of product manager intuition, I think the wechat public account this big revision, will predict the creation of the video entry will come.


At the same time, the mobile terminal subscription assistant will become a competitive product to cut and reflect, paving the way for the video number to create content on the mobile terminal.





What has the wechat public account creator platform revised?






1. Added multimedia material categories




2. Multimedia material classification details




For the picture format to do automatic group creation, while retaining uploaded video, audio




3. Add reprinted articles to add






Subdivide the message type of the text. It meets the requirement of displaying new media operation scenes, such as picture messages and reprint messages, so that operators can focus on the creation of content in segmented fields.




4. New release portal






Publishing has added groupings, as well as new send interactions.



Wechat public account subscription assistant






Up to now, you can tweet, reply to messages, view users and create graphic content through the subscription Assistant APP.



▲ Subscription assistant



Graphic creation has always been the focus of wechat public account users. When it comes to video content creation, few authors put video creation on the mobile terminal official account assistant.



To release a video number content, the production creator of the content is either completed by cutting, or other third-party video clip tools, and then uploaded to the video number release entrance through the public platform.



Wechat has always considered the design of products and iteration of products from an ecological perspective, and it is hard to imagine that the video number does not have exclusive content generation tools. But the ecology of video number can be composed of the following four parts.






So with the help of the existing mobile public account assistant as a foothold,
For example, the future subscription number assistant can bind wechat video number and edit material to video number content with one key, which is the correct compound user habit and ecological establishment process.




Therefore, based on the development and demand background of the video number, I make 3 predictions for the creators of wechat public number.




1. Wechat public account platform will gradually have the ability to create video content







Here, station B with video content as carrier is taken as an example. The entrance to the Creators Center is as follows


▲ Station B video innovation entrance





Provides a PC upload portal for converting video numbers. Convenient video creators to create high-quality, high-quality video materials, after all, mobile phone carrier performance, storage and other reasons, can not provide the same efficient editing as PC.


Video editing, still on the PC side, is favored by PGC video creators. For example, 4K, HD quality, large long video files, only in THE PC is easy to process.





2. Wechat public account synchronously manages video account fans and account system








Now the video number is still invitation-only, and wechat users have two kinds of permissions for the video number


First: no authority to see the video number, no release authority




This kind of users can not feel the existence of the video number, wechat is still the same wechat. Videos are consumed and created only on Toutiao or other platforms.






Second: have the authority to watch video, interactive operation, but do not have the authority to publish




Such users can deposit part of their video time in wechat, reducing the use time of toutiao series products. At the same time also gradually cultivate the habit of brushing video number.


Wechat, which is mainly social, provides video number as a new function, not only to have a significant entrance, but also to let users form the habit of using it in the growth of time. At the same time, the video number is mainly content, which is bound to require a lot of video precipitation work and cycle in the early stage of wechat video number.


And headlines huge amount of video data comparison, video number content is obviously not competitive. At the same time, in the early stage, the creators still kept the toutiao videos intact on the wechat video number.


Causes the early video number, the headline department content extremely acquaintance embarrassing situation.


But the fans of the management video number, view the video number video and other data is still no section can be viewed. There are only two possible solutions.


Plan 1:


Create a brand new one based on the video number
Video creator background, but this will make wechat public number creators of content threshold. Not only did it add the hassle of logging in to your account,
Just think, would you like to log in to the wechat official account when writing an article, and log in to the “Short video creation Platform” when sending a video?






Scheme 2:


Based on the wechat public number creation platform to do video number capacity bearing iteration. Open the video number fan management, video creation, and enrich the original graphic advertising revenue system, increase the video number data analysis, advertising revenue capacity, wechat public account creators can also release video number and graphic messages on the platform to switch.




As a product manager, I obviously think plan 2 is the best plan.


Not only in line with user habits, but also at the lowest cost to leverage a huge pool of content creation.







3. Subscription assistant adds video editing capabilities






The subscription assistant, mentioned earlier, itself supports video creation on content publishing. At the same time, some time ago wechat public small program: public assistant


Also banned the creator in the small program access graphic tips.


The ability to view the original data is reserved in the small program. But content creation and message reply are left to the APP end.


Visible micro channel is the hope that creators turn their eyes to the public number on the APP assistant.


What was the predecessor of silhouette?


It’s actually a video tool based on video creation.




After silhouette is launched, users can get weight bias in Douyin as long as they upload videos through silhouette. Increase the number of video exposures and recommendations.




Creators in silhouette can
There is no need to save and download the video, then open douyin APP to upload the tedious operation. After the silhouette video is generated, click Save and share to sync it to Douyin.


Obviously, wechat’s video number does not have this entrance and tool. The current layout of video number is still focused on content production and precipitation.







These are the four links of the video content section. At present, wechat video number has no corresponding ability in creation tools and data analysis.


Why is that? Because requirements are not a high priority


For a product operated by content, content richness, readability and user habits are much better than data analysis and creation tools.


Therefore, under the entry of video number creation, there are only interactive data of increasing fans, likes and comments at present. Focus on the core pieces, rather than trying to be fat from the start.







What can we do after the wechat official account is revised?




Of course, at this stage, the video number is not open. We believe that the need for authoring tools and data analysis will still be missing.


But what can we do? I’ve summarized four steps


1. Adhere to the creation of video number, there are still dividends.


2. After the creation tool of mobile terminal is launched, switch to the video number tool immediately, and increase the weight of content and recommendation number.


3. Pay attention to the differences between video number content and Tiktok content, and operate content separately. The business strategy of blindly copying content will not go far in the future, after all, platforms do not want homogeneous content.


4. Pay attention to the early addition of V, certification bonus, to provide weight.



As for the accuracy of the forecast, the future is worth considering. However, the iteration of the product depends on both business and user needs. Let’s see. Experience the APP and deliberately train the product manager in design thinking, which will help you find the iterative direction of your product.


It is recommended that you join one APP every day to deliberately train your product design and product function dismantling ability


Today’s share is here.